Brochures help companies promote their products or services in a format that is easy to read and distribute. They typically consist of a single or multi-page paper document that is folded onto itself.
Brochures have been in use for hundreds of years and are one of the oldest advertising formats that are still in use today. They come in a variety of colours, styles, and sizes, and are often used to provide consumers with large amounts of information in a simple-to-carry format.
If you’re interested in using brochures as part of your marketing campaign, you should follow these 3 tips:
1. Choose a suitable brochure style
Selecting a suitable brochure style is one of the first steps to designing an effective brochure. You should decide the size of the brochure as well as how many folds it should have. Be sure to
select a brochure size that fits in the brochure floor stands, as they will be the primary manner of distributing your brochures.
Once you have selected your brochure style, you will know which pages people are likely to see when they first grab the brochure, and which pages they’ll encounter as they gradually unfold it.
This knowledge can be used to organize and distribute content throughout the brochure in an engaging manner. For example, a three-fold brochure gives writers and designers a total of six vertical panels to play with.
The first panel which is visible while the brochure is in its closed position can be used as a cover page. This cover page should include a single clear message that is visible as soon as someone sees the brochure in brochure floor stands.
The other panels can then be used for different sections of content, such as company history, product features, etc….
The last panel should include a clear and easy to read call to action that invites the reader to visit the company site or check out their products in-store.
2. Distribute your brochures in the right location
Brochure marketing is most effective when the brochures are distributed to their target audience. To do this, marketers have to identify locations that their brand’s target audience is likely to frequent.
For example, a company that specializes in wooden flooring could set up a portable brochure stand outside of a hardware store to draw the attention of store visitors that may be looking for floor installation tools.
These store visitors are more likely to be interested in wooden flooring compared to the average passerby in a city square.
3. Make them interesting to read
Brochures are a great way to convey a large amount of information to consumers. Far more information can be shown on a brochure than on an outdoor poster or a billboard. However, this information can sometimes feel tedious to read.
Marketers should use storytelling to make the information contained in the brochures more interesting to consume. For example, instead of listing down technical details of a product, the brochure should mention what the product can do for consumers.
Brochures that tell captivating stories are more likely to be retained by the people that pick them up, whereas brochures that feature drier content are more likely to be placed back in the portable brochure stand where they were found.