In this day and age we find ourselves able to choose between various forms of marketing, and it’s not always clear how to start a marketing campaign in the best way. Often new companies automatically assume they have to focus their efforts on digital platforms, whilst forgetting that the tried-and-tested brochure (as are roller banners and PVC banners) is still one of the best ways to generate interest in the brand.
Brochures are special: they are tangible, provide specific information, tell a story, cater to a specific target demographic, and can be designed, printed, and distributed in a very cost-effective way. Equally important, they provide the company with a simple way to measure the success rate of the marketing campaign. Do you want to have a professional-looking brochure? Here’s how to do it right.
The audience – the reader – will notice the imagery of your brochure first and foremost; the eye is naturally drawn to colours and pictures. Knowing this, you should pay extra attention to the graphical content. Your pictures and graphs should look professional and polished, with crisp details and excellent contrast. Make sure your files are saved in high resolution.
The colour scheme
There is a whole range of studies that give information about the effect colours have on the human psyche – certain hues tend to evoke certain moods. It’s important that you are aware of this so as to create the right image. However, it’s also wise to select your background colours so they match the images you display so there is no awkward or undesirable conflict and colour-clashing when it comes to brochure printing.
Your message should inform, entice, and sell. It should tell a captivating story. Understand, though, that certain parts of the brochure are meant for certain purposes. The front should captivate and intrigue, make the reader curious. The back should provide the call-to-action and contact information, whilst the middle part is used to sell and highlight the advantages of your product.
Your message must be interesting, but also easy to read. Keep your delivery straightforward and simple, with easy to read fonts.
Organisation and highlights
Use a grid to divide your contents, and make sure you have small boxes in which advantages and selling points are highlighted.
For optimum marketing that relies on brochures, two more things need to be mentioned. Firstly, you should make sure you find printing services which can deliver the brochures in high quality; there’s nothing worse than having to handle flimsy paper or having to look at unclear print in dull colours. Secondly, your distribution should be focused so it ensures that the brochures get into the right hands, the right audience – your target market. Follow a logical and planned strategy, and the brochure will surely increase your bottom line.