Kristin Pruis • June 9, 2015
Despite businesses’ ever-increasing reliance on mobile and web-based marketing tactics, there’s one marketing staple that will never go out of style: a beautiful brochure design.
“Why?”, you may ask… Printed brochures are a great way to create a lasting memory of your brand that can stick with your clients and customers for days, weeks and even years to come. However, in order to make an impression that really lasts and utilizes your marketing dollars wisely, you will want to make sure you follow these three basic steps:
1. Organize, Target & Strategize Your Content
Avoid the temptation to include every detail about your service offerings in your brochure design. Think of your brochure more like an appetizer than a main course for your business. In most cases, it will likely be used as a gateway to your website to find further information about your company or as a reminder of how to get in touch.
- Pare your content down to the main points and lose the word vomit.
- Communicate with engaging imagery and big, bold headlines. (Try stocksy.com for affordable images that tell a story.)
- Leave the details for your website and other complementary marketing efforts like blog posts and ebooks.
- Tailor the brochure copy to your audience in a way that leads with the benefits of what they receive. For example rather than saying, “We have proudly served the Indianapolis-area for the past 40 years with our service and products.” you might try, “Get unbeatable products & services that provide you with ___________ when you need it the most.” The jist – It’s all about putting your customer at the center of everything you do (and write.)
2. Keep It Integrated
The trick to keeping your brand up-to-date with a printed brochure design is to use it as a part of an integrated marketing strategy. Don’t isolate your brochure as a single piece of marketing.
- Always make sure to include your website and social media affiliations so that your customers can find your business and connect with you in other ways.
- Take this a step further by creating a custom landing page or offer specifically tied to your brochure through a unique link or QR code.
- Create a specific call-to-action for your users so, when someone visits link you’ve included on the brochure, you can identify them as a sub-group of visitors to your site. Plus, you now also have proof that print marketing can have a powerful, lasting effect!
3. Be Creative
This seems like it goes without saying, but the more creative you can make your brochure, the likelier you will have better response and more engagement. Always stay true to your brand and your message, but don’t be afraid to have some fun! The key is to establish a main objective you would like to achieve with your brochure design and tie all your creative decisions back to that. Check out some of these great creative advertising examples that HubSpot put together in a recent post to get your creative juices flowing.
- Explore your options outside of the traditional tri-fold design; Experiment with custom formats, folds and shapes.
- Look for ways to incorporate interactive elements, experiences and materials.
- If your budget is smaller and you can’t afford to go all out, you might consider simply using a unique paper stock, special finishing option or a specialty Pantone ink (think neon or metallic).
Looking for a design partner to work with on your next corporate brochure design? Talk to K Design Co. about how you can get started.