If you think print is dead, think again. Business brochures still have a place in your sales and marketing tool kit – here’s why.
No one would blame you for wondering if business brochures are still worth investing in, in the digital age.
Does it make sense to spend time, money, and effort to design a brochure when the same information – and more of it – can easily be found online? Wouldn’t the money be better spent on furthering online sales and marketing initiatives? Don’t brochures just get thrown out these days anyway?
Valid questions. The reality in 2020 remains the same as it did last year, 5 years ago, even a decade ago: you must be where your customers are. And they aren’t always online—they’re everywhere.
They’re in retail stores, hotel lobbies, trade fairs, and at information counters to name a few.
That means you can’t just rely on online channels to reach target customers. You need to have a more inclusive approach. So employing some old-school marketing techniques can give your business a big advantage.
Don’t give up on business brochures just yet – they’re still effective sales tools
Printed collateral remain valuable marketing and sales tools particularly in the following industries:
- Travel & tours
- Medical / healthcare services
- Household appliances
(And that’s just to name a few.)
Business brochures can be more budget-friendly than other marketing efforts
Let’s consider the following:
- These days, it’s easier than ever to design professional-quality brochures independently. You don’t even need to hire a designer thanks to drag-and-drop applications and software.
- When printed in large quantities, you could end up spending much less in the long run on brochures than on search engine pay-per-click (PPC) ads or sponsored ads on popular online platforms. (Especially since keyword prices are seemingly always on the rise.)
- You have so much more space to work with on a brochure. PPC ads have strict character limits.
They’re a great introduction to your company, product, or service
A business brochure done well – that is it has eye-catching headlines, engaging copy, attractive imagery, and a powerful call-to-action – will impress prospects. And who doesn’t want to make a winning first impression?
Plus since everyone else is battling it out for attention on the internet, this analog approach is a great way to break through the noise and standout in a crowded market.
That aside, brochures also help establish credibility and nurtures the building of trust. The fact that you’ve invested in brochures shows prospects that you’re a legitimate business.
Grow your business’ visibility
You might be tempted to relegate brochures to the sideline since customers spend most of their time online anyway, right?
But, as mentioned earlier, your customers aren’t confined to the internet.
They’re visiting trade shows, attending conferences, shopping at the mall, sitting in a doctor’s waiting room, looking for information at airport arrival information counters, browsing hotel lobby literature racks, and so on.
With smart – proper – distribution, brochures are a great way to reach out to those individuals and increase your business’ visibility.
Business brochures strengthen online initiatives
For more success, you’ll want to use a multichannel marketing approach that utilises both direct and indirect communication channels.
Rather than leaving your online efforts to stand alone, brochures can support or reinforce online efforts through smart tie-ins. For example: A brochure that provides a URL to a relevant landing page.
Brochures have a long-lasting impact
The wonderful thing about brochures is that, a lot of the time, someone would have asked to have one or intentionally picked one up for later consumption.
They’ve done so willingly, which means they’re more likely to read it, keep it, and be interested in what’s written on it.
Did You Know?
A 2018 study found that information in print – like direct mail, brochures, and flyers – can lead to “better brand sentiment and longer-term recall” compared to digital.
Source: Bentley University CMT
Furthermore, because they’re tangible, brochures and their content aren’t as easily forgotten. It stays on someone’s desk or gets filed away, so prospects are more likely to see it again at a later date. In other words there are more opportunities for the information to be seen over a longer period of time.
Finally, recipients can:
- make notes on it;
- highlight key points;
- and effortlessly share it with family, friends, or colleagues in real time.
All this to say: even though our lives are increasingly reliant on digital, we still appreciate – and in some cases even prefer – printed materials. Businesses that tap into that have an advantage over those that don’t.