In the digital age, the definition of marketing collateral has evolved to include digital assets like website, eBooks, etc.
Most likely you already knew that :) What you want to know is whether brochures are still relevant. Do people still interact with a printed brochure in the age of new media? Is it worth investing in them?
Don’t be surprised if I say marketing brochures are still an important part of the marketing mix. Big or small, enterprise or start-up, B2B or B2C, organisations use brochures for communicating with customers at different touch points.
Here are four reasons why brochures are still considered an important marketing collateral to showcase the brand and its offerings.
Reasons Why Marketing Brochures Are Still Relevant
1. A Break from the Digital Monotony
What was new and novel has turned into a pile of clutter. We skim through countless emails and articles every day. Mechanically move from one to the next. Printed marketing brochures offer a break from this digital monotony. It offers an alternative medium to connect with your audience.
Also, imagine reaching out to CXO audience through email. Well most probably you won’t pass through their assistant’s sight. A physical copy of a printed brochure occupies real estate on the CXO’s desk.
2. Tangible Impression
Well designed and appealing print collateral still has the power to make a tangible impression. It hits you straight. It literally adds weight to your brand’s presence. And that experience is derived from the intersection of a nice design, content and the quality or print and paper. Creative brochure designers skilled in brand design use content and design in harmony with the overall brand guidelines. That helps in strengthening the brand image.
3. A way to Drive Traffic to Digital Channels
Printed brochures offer a way to drive traffic to digital channels. To maximize the impact of your marketing plan, think beyond the single dimension approach and integrate digital and print. Whether it is our product catalog communicating with your customers post purchase, or an exhibition giveaway brochure targeting prospects in pre-purchase stage, every type of brochure can be designed to drive traffic to your organisation’s digital channel. The trick is to integrate it properly within the content of the brochure.
4. Tap Physical Customer Presence
Finally, no matter how much time your target audience spends online, they still exist in the physical world. They still go to retail store or attend events. They still visit their doctor’s clinic and they still spend considerable amount of time offline. What better way to tap their physical presence with an impressive printed brochure.
Digital age has given a new power to printed marketing collateral to re-engage the target audience. The key lies in giving a clear purpose to the brochures and integrating them wisely in the overall integrated marketing plan.
You might also be interested in: Creative real estate brochure designs
