The digital age (Internet) has changed the way companies market their products and services. Today’s business environment yields online marketing possibilities that are nearly endless. But even with the Internet in your marketing toolkit, you should still actively pursue other marketing strategies and tactics to increase awareness amongst your prospective customers.
Remember: your marketing efforts are at their peak when all of your optimal “tools” cooperate and support each other … working in perfect harmony. And one important tool that is often overlooked in this digital age is the ‘tried and true’ company brochure.
You can easily use this piece of printed marketing collateral to promote your business in conjunction with your website. Unlike the Internet, a brochure is tangible. The advantage to using brochure printing in conjunction with digital marketing is that not all of your information has to be crammed into your brochures. Instead, with some key forethought, you can use a streamlined brochure as a way of leading potential customers to your website.
Here’s a few ways to make that happen.
1. Use a QR Code
Short for “Quick Response Code,” this nifty bit of technology is more easily recognizable as the square black and white bar codes popping up everywhere from billboards to t-shirts. A smart phone easily scans the code and instantly navigates the user to a website. QR codes are fast becoming ubiquitous, but they’re also fresh and exciting: almost no one can resist the lure of scanning one to see what happens. Including a QR code in your brochure that links to your website means you can keep the brochure itself clean, simple, and appealing.
2. Clarify Design
One key to a solid brochure are aesthetics that are memorable, representative of your business, and visually appealing. Whether you work with graphic designers or create your marketing materials in-house, it’s essential that your brochures are consistent with the look and feel of your company’s website and overall branding. Your company logo is only one part of this. Stick to a color scheme or set of motifs appropriate to your business—that way, the transition between brochure printing and website will be seamless.
3. Emphasize Selling Points
Aesthetics are only one part of a good brochure. As a business, you should already know the unique selling points that make a potential customer’s take notice of your offering. These selling points should be front and center on your brochure. Try to take your company goal and boil it down to a few simple words or concepts—either a slogan or several key adjectives—and place them on the front page of your brochure. You can go into more detail inside. Prominently utilizing these streamlined goals in both your brochure and website will emphasize your consistency and help to convey your selling points effectively.
4. Reel ‘Em In
If potential customers are ever going to pick up your brochure, open it, follow the information to your website, and eventually become purchase, you must give them a reason to be interested in the first place.
Does your small business provide a solution to a pressing problem in your industry? If so, put it on the front cover of your brochure. Ask potential customers a thought-provoking question that hints at the ways your business can help. And sweeten the deal by promising an incentive for those who do pick up your brochure and visit your website (i.e. an exclusive discount to use online, early notification of special sales or offers, or a coupon redeemable for a free gift). Once an intrigued shopper has opened your brochure, the battle is almost won—now it’s up to you to show them the great things your business has to offer.
Some may believe that brochure printing is a marketing tool of the past, but this simply is not true. As a company, you make every effort to reach your target audience in any way possible. If you can place brochures directly in the paths of customers or distribute brochures directly to customers, then more than likely brochures are a great complimentary tool to use in addition to your other marketing efforts.
If you follow these brochure marketing and design techniques, then you’re much more likely to find success in today’s digital age using an age-old marketing technique.