In the last couple of decades, online initiatives like websites and social media have taken the spotlight when it comes to marketing. While digital marketing is definitely worthwhile for building a brand and increasing sales, there are still many reasons to invest in conventional marketing efforts. Although many businesses prefer to skip phone books and magazines for advertisements on Instagram and Google AdWords, there should still be room in corporate budgets for some print marketing. One aspect of traditional marketing that still serves companies of all sizes is the corporate brochure.
What Makes a Great Corporate Brochure
The brochure has limited space; after all, it’s just a tri-fold piece of paper. We’ve all seen them taped to our front doors to advertise a local roofing company or to promote a tourist attraction near a hotel we are staying in. Since space is sparse, a brochure’s content should be attention-grabbing, concise, and informative.
Great corporate brochures typically have a strong handle on the following elements:
- A defined audience: determine what’s important to your potential customers. Is it your company’s expertise? Is it your approach to service? Or perhaps it’s your affordable offerings. The aspects that make your company unique and the aspects that impress your existing clientele should be a focal point of the content throughout your brochure.
- Sharp, attention-grabbing photos: select images that will appeal to your potential customers. This means you can’t waste space on a brochure with pictures of your office building. Photos need to convey what your business can do for your clients. This means if you run a catering service, small but clear images of delectable meals would provide a powerful illustration of what makes your company stand out from your competition.
- A professional appearance: make sure your brochure looks polished. A messy brochure with lackluster copy is not worth your time or money. Your brochure needs to make a memorable impression. This means that you should consult experts at graphic design, printing, and copywriting. Their feedback can help you avoid embarrassing faux paus like Comic Sans font, poor color combinations, or misspelled words.
- A good use of headings: a heading can help summarize the content of your brochure. People skim copy; they’re busy. Headings should help grab attention.
- Condensed copy with bullet points: consumers love bullet points online and in print. It makes skimming and comprehending your copy quick and easy.
- A strong call to action that incentivizes customers: an incentive will help nudge a potential client to act quickly. Great incentives are promotional offers and discounts.
- Customers have a clear course of action: this means your contact information and website’s URL should be easy to find.
- High quality paper: the paper used for your brochure should be thick and sturdy. Thin and flimsy paper could send the wrong message. Besides, thin paper may not stand up to the bottom of your customer’s purse or satchel.
While many forms of traditional marketing have moved to the digital space, the brochure is one that shouldn’t be overlooked. Corporate brochures can be an affordable marketing tool—especially when compared to print, radio, and television advertisements.