The answer may surprise you
The
internet has replaced brochures, right? Now that you have a great web site and
all of your information is there, you no longer need to produce brochures,
right?
Many
people feel that way. Just over the past few years, I’ve noticed that the days
of huge press runs appear to be over. In fact, some companies and communities
have completely eliminated printed brochures. While I understand the concerns
over the cost of printing and related postage for direct mail, I disagree with
anyone who believes that there is no need for brochures. The facts just don’t
support this notion.
Imagine
this; you go to a car dealership to shop for the latest luxury model you’ve had
your eye on for a long time. Maybe it’s a Mercedes, a Cadillac, or even the
latest sports car. It’s a beautiful thing. The paint is amazing, the interior
is fine leather, and the stereo is unbelievable. You’re almost ready to buy but
you want to wait 24 hours in order to ponder your decision and discuss the
purchase with your spouse. You are psyched! As the sales person walks you to
the door, she hands you her card and a flimsy brochure that she just printed on
her desktop inkjet printer. Thud! Your opinion of the car and the dealership
just hit rock bottom. Would this really happen? Never! Automobile manufacturers
are known for their beautiful brochures.
At
Brand Acceleration, we work with architects, engineers, and builders who create
beautiful multimillion dollar buildings. Like the luxury car, the workmanship,
design elements, and emotion require a beautifully crafted brochure that
appropriately matches the beauty of their buildings.
Economic
development professionals, the other side of our business, often meet
face-to-face with c-suite executives and site selection consultants, hoping
they will make a multimillion dollar investment in their community. After
investing millions of dollars in industrial parks, infrastructure, and spec
buildings, this is no time to hand them a nasty brochure that was cobbled
together and printed on your desktop printer, which is low on red ink.
While
I agree that an electronic version of a well-produced brochure should be
available on your web site, I also believe that a short run of professionally
printed brochures should be available for those important face-to-face meetings
with prospects and clients. An expertly crafted brochure helps establish a
brand image that such clients expect. Anything less could insult the client and
kill the deal.
What exactly goes into a
professionally produced brochure?
It’s
very important, after all, to do it right. With so much on the line, there’s no
room for cutting corners. First, it’s important to have a well thought out
strategic plan for the brochure, identifying audience needs and expectations
and matching them with your deliverables. Next, the copywriting must be
stellar. Expertly written copy is more that pretty words. It has an amazing
ability to romance the reader, positively conveying your key messages. Next
comes design. More than beauty, great design is the art of conveying a brand
message through expertly crafted visuals. Then, of course, a brochure must be
produced by a professional printer with the experience and attention to detail
that yields exceptional results. If corners are cut anywhere along the way, the
results could be less than stellar and not worthy of your company or community.
The quality of a brochure should certainly meet or exceed the quality of the
product, service, or place being promoted.
Which works better, direct
mail or e-mail?
While
I do like the lower cost and measurability of e-mail marketing, I would never
rule out the power of direct mail. I like both. Together with other tools, an
effective marketing communications program includes printed brochures. They
have staying power.
For
our clients, we often use a broad approach, utilizing brochures, e-mail marketing,
online advertising, direct mail, social media marketing, and anything else that
combines to grow a brand and generate results. We’ve also had great success
using printed brochures in combination with such items as flash drives,
CD/DVDs, QR codes, and even peanut butter and jelly packs.
Are
printed brochures dead? Absolutely not! As in the past, they are an integral
part of a broad mix of marketing tools that can successfully pave the way for
marketing success.
I’d
love to hear from you. Feel free to share your thoughts and personal
experiences below.
Have a
great week,
Jim Walton
CEO
Branding // Marketing Communications // Public
Relations
Indianapolis: 317.536.6255
Charlotte: 704:230:0394
Atlanta: 404.474.7980
Fax: 317.222.1425
Cell: 317.523.7380
Brand
Acceleration is a full-service marketing communications, brand management and
public relations firm with a focus on economic development, architecture,
engineering and construction.
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