About 85% of Americans use the Internet regularly, so it’s no wonder businesses today are focused on perfecting their online environment. However, just because your website is crafted beautifully and your social marketing strategy is yielding results, your work isn’t done. There is a time-proven and effective promotional and advertising tool being overlooked by many businesses that would otherwise greatly benefit from it.
All hail the mighty print brochure. Print is not dead! Quite the contrary, it’s become the new black. Yes, people are online, but they’re also still in the real world—something companies seem to be forgetting. For instance: emails, while effective, overrun our inboxes yielding a delete-upon-arrival response. With direct mail, someone has to at least hold the piece in their hands prior to disposal. Small businesses, particularly those who depend less on digital sales and more on face-to-face transactions, should be utilizing well-designed and branded print collateral pieces and brochures for a variety of reasons. Let’s discuss.
When trying to connect with prospects using something tangible, you gain access to an extra sense—touch. You establish a stronger brand identity within the mind of a consumer when they are actually able to hold your brand in their hands. The other benefit of paper is that people hang on to it longer. Unlike a website that may only be browsed briefly, a brochure can stick around a while (although, Appleton Creative has experts who can offer you tips to keeping people on your website). A brochure can serve as a friendly reminder of your services in addition to providing easily accessible contact information to your prospect. Also, a single printed piece may be circulated numerous times. This “pass-along rate,” as it’s called in the industry, is typically much higher than a circulation rate or even the number of copies produced. Think in terms of your own house— one brochure or newspaper may reach you, your spouse, kids (if applicable) and any guests you entertain. That one piece of printed material has now reached upward of five people.
Steal the Show
Tradeshows, workshops, seminars and other promotional events present great opportunities to make your brand known and understood. Nowadays it’s not uncommon to find booths with big screen TVs looping highlight reels and tablets displaying services. Attracting quality traffic to your booth is important but without giving your prospects something to take away at events, your efforts will fall short. What better takeaway than a concise booklet that outlines all of the wonderful things your business can do for them?
Different businesses utilize different types of brochures. In the grand scheme of things your business may benefit from multiple types. There are brochures purposed to supplement pitches and presentations, others to help close deals, direct mail and the list goes on. Determine your needs as a company and consider the positive results having printed materials will yield. It’s time to optimize your marketing plan for the tactile world.
What tools are you utilizing to help your business succeed? We can help you explore the possibilities. Appleton Creative is an award-winning, full-service advertising agency located in Orlando, Florida. Appleton works with local, national and international clients to provide marketing strategies through print, web, social media and video production – all in-house. At Appleton, we want to learn about your business, empower your marketing team and be your creative resource. Your marketing goals are worth a conversation: contact us at 407-246-0092 or firstname.lastname@example.org.