February 2023
Are Brochures One of the Most Valuable Assets Even in the Digital Era?
A must-have item on the checklist of any company attending an event is a brochure. According to research conducted by Bentley University, brochures influence visitors of all ages: 95% of visitors who pick up a brochure become aware of the business, and 83% of those who become aware would go on to visit it. That alone shows how important brochures are in marketing. From the education industry to the travel industry, they play an important role even in this digital era. Although the marketing trend has shifted to email campaigns and search engine ads, companies still hold on to brochures for physical events. So why are brochures still in trend?
A Great Introduction to the Company
Brochures serve as a great introduction to the company. A brochure can hold everything from the origin of the company to its credibility, along with business information like pricing and current offers. Through it, a reader can understand the industry pain points the company is trying to solve, and what sets it apart from competitors.
Connecting with the Audience on a Personal Level
When people read a brochure, the company gets to communicate with them on a personal level. This has more influence than ads designed for a larger audience. A brochure can borrow the techniques of great speakers — addressing a large audience while still speaking to the individual — which carries high influence. Brochures aren't limited to events, either; they make great assets to hand over during a sales pitch, adding real value to proposals.
Builds Trust and Establishes Authority
In this information era, it is important to provide valuable, valid information to earn your audience's trust. A strong content marketing strategy gets you halfway there; presenting that content in an attractive way is a whole other story, and a brochure can accomplish it effectively. With creative design, a brochure can convey information with great impact, building trust and brand loyalty. Having one also portrays the company as a serious player — a statement that it has a strong presence in the market — and establishes authority.
Cost-Effective and Easy to Distribute
With advances in technology, it has become very cost-effective to produce printed materials. Brochures are far cheaper than other advertising media like banners and billboards, can be printed almost instantly in huge numbers, and carry more information than most other advertising materials. They are also handy and easy to distribute — compact enough to carry around, so potential customers can look at them whenever they get a chance.
Although brochures are old school, they are undoubtedly one of the most important marketing materials — capable of producing high ROI, creating brand awareness among a target audience, and establishing brand authority in the industry.