Robert TrenchWith so many ways to market a business through digital means today, is there still value in creating and distributing brochures? The answer is yes, but just like a client’s online site, social media pages, and other digital marketing components, the brochure needs to be designed, produced, and distributed with specific goals in mind. Here are three goals that every client should have for their brochures.
What Does an Effective Brochure Do?
Make a Great First Impression
Whether distributed within their place of business or given out at a conference or trade show, a brochure serves to foreground the most important aspects of their company and everything that their customer needs to know right off the bat.
To make a great first impression, a brochure needs to be both well designed and well printed. The design should be eye-catching for the target audience and the printing should demonstrate dedication to quality.
Demonstrate Success
If your client’s company has received accolades within the industry, or has been involved in any community efforts, a brochure is a great way to display that side of their operations. Not only does it reinforce professionalism, it shows potential customers that they are a strong, steadfast, and successful company. This is where the content plays the most crucial part.
It’s important that the brochure sends exactly the message it intends to the customer base. It should feature a great design and brief copy meant to incite interest. Some examples of this include favorable messages about the company, a brief history or introduction to how things started, why it cares about the industry, what goods and services it provides, and most importantly, an idea of what products or results a customer can expect to see. In addition to this, contact information is a must.
Collaborating with a good graphic designer and content writer can be a major advantage in creating the right visual schema and content to reach the right audience. While the first impression of the brochure hooks the reader, the information inside is what sells them the products or services.
Expand Your Company’s Reach
It may feel like a grassroots approach, but brochures will likely be received the most by local residents around the company’s base of operations. This can serve as a huge benefit; the need to support local businesses is strong in many communities, and if the company provides strong local service, it will likely see a word of mouth effect spread. For these reasons, you should advise your clients to be creative when they take the brochures that you’ve printed for them and start finding ways to get them into the hands of their intended clientele. There is no point in creating a brochure that makes a great first impression and demonstrates success if there is nobody to read it.
In Conclusion
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Brochures are indispensable pieces of marketing collateral that informs customers about products and services, but in order to transform their use into sales, brochures need to create a great first impression, demonstrate success, and expand the company’s reach. If your business is able to find a place in this process to help your clients achieve these goals, then we definitely recommend you include brochures in your repertoire, and print some of your own if you haven’t yet!
Can you think of other important goals that a great brochure should accomplish? If so, comment below!
Modified by Haidan Dong
There is something in this. Now everything is clear, thank you for your help in this matter.