Most of the time I am as happy as the next guy to not get another brochure in the mail. But every now and then I am reminded of just how important the brochure can be for marketing your company. Printing brochures are an opportunity to boldly place your products and services right in front of your customers exactly as you want the products and services to be presented.
Brochures, especially mailers, present a unique opportunity to clearly display your brand. Many of the other marketing and advertising channels, such as the web site or commercials, are becoming more and more cluttered. Websites have advertisements running up and down the sides of the page. TV commercials are 30 seconds at best and the customer is immediately hit with another commercial. But the brochure stands alone. The only other competition comes from the other brochures the customer may have received.
In this regard, your brochure may have a better chance of spotlighting your products and services when compared to other forms of media. Sure, there are other brochures that you may have to compete against. But when compared with the onslaught of marketing that consumers are hit with on the Internet and on television, sorting through a few brochures seems relatively simple.
As a final point, using a brochure will ultimately depend on the specific product or service and the customers you may be trying to reach. Many products simply do not fit the marketing model of a brochure. Think “high margin low turnover” type products and services. Your brochure will give you an opportunity to present these products and services in an ideal way with the isolated format.
And that is why every now and then I am glad to see a good brochure. It makes me stop and stare, and gets meet thinking, “Wow! I could really use one of those!” or “I never thought to use that service like that.”
