Bringing in business through brochures
September 23, 2013 by Max
With so many printed marketing options, what makes brochures stand out? Perhaps it is their versatility, with a touch of classic appeal. If a business doesn’t know how to use brochures effectively, though, it won’t see as dramatic of an increase in sales and traffic as it should. Employing the tips provided here will help any company to bring in business through brochures.
Opt for quality materials
Using quality paper and ink to create the brochures helps make an impact. A potential customer will probably be unimpressed when handed a flimsy sheet of folded paper with dull, smudged ink. In contrast, when handed a sleek piece with vibrant ink and crisp lines, a customer will take notice and associate the business responsible with quality. Modern printing services supply a wide selection of choices and assist with choosing the best for whichever demographic a business targets. Avoid skimping on the quality of the materials and customer interest will remain piqued for a long time.
Make a welcoming first impression
The cover of the brochure is often the first impression a customer receives of a business. It needs to both stand out when next to a sea of other brochures and provide necessary information. Greeting potential customers with an easy-to-recognize brand image, a clearly printed opening line and either a statement or question to grab their attention is an excellent way to make a first impression last. Don’t think of this only as a brochure cover; think of the front page is the same way as a calling card, postcard, and billboard in one neat and informative package. Ultimately, the cover needs to get the customer curious to see the inside.
Be friendly and stay focused
A business that presents itself as warm and inviting in its brochures makes a better impression on the community. Providing a mailing address at which customers can directly contact the business owner, for example, is similar to inviting each potential customer to begin a dialogue. The friendlier a brochure feels, the more likely the potential customer will feel comfortable approaching the business. The theme portrayed on a brochure must be maintained across all forms of printed marketing. Stick to similar fonts, style, and imagery to establish a familiar and friendly brand.
Focus on specifics
When dealing with established customers, making brochures about specific elements of the business is the way to go. If the customer is already generally familiar with a business, he or she does not need a brochure with a broad overview. Instead, an established customer will gravitate toward brochures that deepen his or her knowledge of the company and its products or services. For example, an art store could present brochures focusing on each different type of art it sells (e.g. one for pottery, one for oil paintings, one for stone carvings) instead of having just one brochure mentioning each art form briefly.
Capitalize on local events
When trade shows, festivals and other local events are in town, a business needs to take advantage of this opportunity to show off its brochures. Grab a booth, if for no other reason than to display stacks of each type of brochure in order to spark attention from onlookers. If a booth is not within price range, walk around and hand the brochures out personally. Once the event is over, mail brochures to potential business leads as a method of following up.
Research the competition
If a business’ competitors are also circulating brochures, it is in the best interest of the business owner to become familiar with competing marketing materials. Looking through competing brochures and considering their elements in contrast can provide excellent ideas. Avoid plagiarizing the competition, but use this tactic as a method of staying ahead of the curve.
Roll out the samples
Including samples of a business’s work makes a brochure more impactful. Most business products and services will not actually fit in a brochure, si some creativity is required. For example, consider such inclusions as a striking photograph of a seamstress’s latest dress collection, a welcoming image of a restaurant’s best table and dishes, or a quote from a card company’s best-selling birthday card. Whatever the sample is, it must whet the potential customer’s appetite for the genuine article. Once a customer gets a taste, he or she is likely to want more.
Cross promotion and networking
Collaborate with other businesses; trade brochures for cross promotion and network as much as possible. Find businesses with which you share your customer base and propose cross promotion. For example, when a painting company’s client mentions needing a roofer, the painting company can hand them a brochure for the roofer with which it collaborates. The roofer then does the same for the painting company. Customers trust referrals from their favorite businesses.
Embrace the online world
Brochures and other printed marketing might be offline materials, but a business can circulate them with the aid of the online world. For example, dedicate a page on the website to offering customers free brochures. The customer enters in his or her address and soon receives a brochure in the mail. This is convenient for busy customers, increasing the breadth of a business’ marketing reach. In addition, a brochure can invite customers to visit its website. A balance between the brochure and website instills the thought that the business is progressive, but still maintains classic appeal. Take this a step further and invite customers to sign up for a weekly newsletter via the back page of a brochure.
Have brochures at the best prospects
Rather than waiting for prospective customers to find its brochures, a business can take the brochures directly to them. If a majority of customers comes from a certain area of town, for example, the business should make an effort to circulate brochures there. Finding the best hot spots and leaving stacks of brochures with the owner or manager will increase traffic simply by targeting interested eyes. Creating a mailing list of potential customers or sales leads allows a similar effect without travel. Taking this a step further with services such as the USPS’s Every Door Direct Mail, or seeking assistance of a professional print company, can make this objective even easier.