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What is Brochure Marketing?
Brochure Marketing can be explained as a small pamphlet or document which describes and aims in promoting products or services that needs to be marketed. Many companies are using computer printed brochures that are designed through software whereas, many other companies hire the services of a professional printing company which holds the expertise and knowledge in creating such documents that are attracting and appealing for the customers. In comparison to a handbill or flyer, printed brochures are made up of high-quality paper and more colors and are stapled or folded at the seam.
The objective of marketing brochures is to promote and assist in the sales and distribution of products and services, the content used in brochures is as such it presents the features and benefits of a particular product or service in a positive tone. The aim is mainly towards persuasion and encouraging people to buy the product or service which is promoted in the brochure.
Why Brochure is Important in Marketing
Brochures are used by many companies to promote their products and services and this marketing tool is especially useful and important for businesses operating at small scale.
Versatility
Marketing brochures are rendered to be very versatile tool which is used to convey the message of a product or service to the customers. Offices and retail stores where there is immense customer traffic, often have brochures that include information about the product or service either on the front of the store or in the waiting area. Good examples of this are banks, which create brochures over every financial product category for the customers to review as they are waiting. Additionally, brochure marketing is also used in presentations and trade shows so that potential customers and business associates can be reached out.
Information
Brochures include a lot of information about the company and the product in comparison to any other printed item such as a magazine advertisement, post card, direct mail letter or the newspaper. Additionally, even a simple tri-folded design will serve as a colorful front page and many separate sections where the information related to the company or product is included. Many companies practice the course of telling a story in the brochure and it may end with an effective call of action. Furthermore, discount coupons and special deals are commonly included which may prompt immediate business.
Costs
Making brochures involves relatively lesser costs in comparison to other marketing options which add in to the value of a business. Producing one brochure may cost as little as $1 to at most $3 depending upon the color, design, content and the finishing quality. The best thing is that the more brochures being made, the less expensive each one will be. Those businesses who are engaged in mailing many brochures or go to many trade shows often make brochures in huge quantities and as such costs are not much higher for them. Additionally, a brochure can be used to convey a deeper message which customers may come across television or other print media sources however, this may be very costly for them.
Types of Brochures
Brochures are an efficient and a very cost-effective way spreading the word about your brand or service. It is important that customers interact effectively with brochures so that they can access information which provides opportunities so as to develop more profound connections with them. Given this level of interactivity, a folded brochure is more likely to be attractive to the audiences. Moreover, the structure of the brochure means more creativity in design. There are many variations from which you can select the one which serves the purpose of your business and which is appealing for the customers as well.
Following are popular types of brochure examples:
Gate Fold Brochure
Though this option is less common however it is very impactful when is used to convey a particular message or attaining a marketing goal. This fold involves dividing the page into a large panel along with two smaller panels which are almost half of the size of the larger panel. The smaller panels are fold inwards to form a gate because of its higher cost, this type of brochure is usually used to target high-end and specific audience related to a particular niche brand, event or product.
Tri-fold Brochure
Tri-fold brochure is a very popular type of brochure and divides the paper into three parts. Both the left and right panels are folded over the center panel typically with right under the left. This brochure requires clever designing to include information as its structure indicates that there will be slightly lesser space for content. Additionally, the brochure is folded down to be handy and transportable which means there are lesser chances to be thrown in the dustbin.
Bi-fold Brochure
This brochure example means that a single paper is folded in half so as to give a booklet appearance. Upon opening, this type of brochure will give the reader with two main panels where there will be lots of space for the content, images, graphics and other ideas. This fold is excellent for presenting your story as the idea is introduced on the front cover and details can be provided inside the fold.
‘Z’ Fold Brochure
Z Fold Brochure is also a popular form of brochure. It comprises of three double-sized panels however, the way it is folded mirrors the shape of an accordion instead of folding inwards. Content on this type of brochure can be included in three parts or may across all three panels for taking benefit of a greater area.
Elements of Brochure Marketing
Charts and Graphs
Many times, whether it is a simple or relatively complex data, a whole lot of words can be easily and effectively summed up in the form of charts and graphs. Brochures that are clean, aesthetically appealing and have simple charts and graphs are more responded by the customers. Charts and graphs can present an overview about which product is the most suitable for their requirement and how the product is better than its competitors.
Key Benefits to Customers
Many brochures uses a vast majority of spaces to inform customers about their companies and its related information like the year of establishment, person behind its establishment, the purpose of the company. This can be informative but customers find it boring and ineffective as they are not interested in what you have done or what you can do. Their only concern is that what you can do for them. Including a list of customer related benefits will be helpful and concentrate upon informing customers how the product will solve their problems.
Limited Time Offer
Brochures should always include any type of offer or at least should be attractive for the customers. In order to maximize the return on your investment, the need to include a time-limited and special offer that targets the needs of customers is very important. A time-limited offer will not only give the customers value, but it will get them off the fence which is why it is an important element of marketing brochures.
Brochure Marketing Strategies
Since brochures are the most widely used marketing tool, it is basically about what you want your audience to do. Some popular strategies for motivating the response of brochure marketing include:
Focus
Determining the target audience is not the only thing to do. Understanding what will motivate them is important. Determine a focus or a problem related with a particular desire or need and prepare a brochure so that it effectively fits within the gap present in the need. The different types of brochures can be helpful in seeking the advantage of various marketing nuances.
Motivate
This involves how the audience will be motivated to the other step of purchasing the brand or product. Initially, attracting attention is important and can be fostered by making an excellent offer which should be something that the audience relishes. It should always be remembered that people buy over emotions and justify it through logics, so the goal is to catch up with the audience desire by means of several desirable benefits.
Proper Direction
This involves understanding what specific action should the audience take? Assure that this is talked about very clearly along with providing the audience with many ways to respond like website, telephone number, catalog, etc. in the absence of a clear call to action the brochure will fail to appeal the audience.
Get a Perfect List
The 40/40/20 rule of direct marketing suggests that success is the sum of 40 percent list quality, 40 percent offer quality and 20 percent everything else (design, copy, etc.). It can be said that if the right offer is presented to the right person, the effort will be effective. A direct mail brochure marketing strategy should also include a current mailing list which comprises of products and services of your customers.
