It has been noted in some business discussions that a printed brochure is no longer effective in our modern online digital age. Those businesses should really step back, read this article and then assess whether they are seriously missing an opportunity with the printed brochure.
Emailing information is cheap and cheerful, but sometimes open rates and ROI can be low. Now with the added impact of GDPR on email marketing to consider, businesses need a full spectrum marketing mix of solutions to hit customer and prospect pulse points.
There has been a strong focus on digital campaigns over the last few years. People have been bombarded with campaign after campaign and inbox material. They often don’t get the chance to open or read as the rate of emails coming in slowly pushes the rest further and further down the page. It is therefore important to look at a number of different ways to stand out and be different with your consistent message to the audience and include printed collateral.
A printed brochure has the power to appeal to the senses and improve your bottom line in ways that digital just can’t reach – let’s explain a little further:
Printed Brochure – Smell
The smell of fresh ink on quality paper is right up there with freshly-baked bread, bubbling ground coffee and that smell of just cut grass. Aromatic triggers automatically create feel good connections in the brain – creating a feel good experience that becomes associated with your business.
Printed Brochure – Touch
The digital campaign or advert deprives the audience of touch in all kinds of ways – there’s a virtual physical barrier between really connecting with the information. Actually giving your customers something to touch, keep, hold and pass on to others is an opportunity that should be actioned.
Printed Brochure – Seeing
A professionally printed, well-designed high-quality brochure will take your visual identity to the next level. Use your images to illustrate your business in so many ways. This is markedly important if you’re offering a high-end product or experience. Investing in the use of a professional photographer will pay dividends here.
Printed Brochure – Client Engagement – Warm Lead
Thinking about the brochure pick up and in the hands of a potential client as a warm lead. They’re already interested and want to know more. If your brochure can communicate all that is attention-grabbing about your business and give a good description of you, it is, in fact, your silent salesperson. You can’t be everywhere at once.
Brochures are still considered cost-effective because they tend to stay around in the day to day lives of your clients and prospects. If your content isn’t campaign specific or doesn’t date, you can use a brochure for a long time.
Brochures continue to influence the buying decisions as all of the information they need to make an informed decision is right there, in their hands in a beautifully presented tactile way. And when used in conjunction with other marketing methods can help to improve your chances of winning new business and working on that bottom line.
If you’d like to talk brochures and the many printed options available to you then contact the Paragon team on 0161 477 6645 or email hello@paragonprinting.co.uk
