It feels as though the key marketing tools these days are all online, as people find products, services and businesses online through search engines and targeted ads. This in no way means that print is dead nor should it be. $24.66 billion was spent on print marketing in the US alone in 2018 and many businesses still have a brochure as a key piece of marketing collateral. Here are 5 reasons that brochure design is still relevant in a digital world.
Websites are good to showcase and raise awareness, but if you have a product or service that has more to explain, contains a lot of technical information or involve large drawings where you need to be able to see it all at one time, then you’re going to get more space and flexibility with a A4 brochure design.
Research on how people read websites has shown that 79% of website users always scanned any new page they came across, as opposed to actually reading it. If you’re happy with that level of interest that’s fine, but if the text itself is what’s important then a print item might be much more appropriate for your needs.
“We don’t need a brochure because now everyone has a mobile people can just look us up there and then.” Is there always signal? Do they always have battery? Is their screen playing up? Is their kid using their phone at the time to play CBeebies? And if all of this backfires on you, are they going to remember you, your name and your business or event when they get their mobile back online? If you have a brochure to give them, that’s the most mobile kind of marketing there is. And assuming the brochure design isn’t too heavy to carry you can have some on hand at all times.
If you’re running local events in particular, it’s easier to get people using brochures and flyers, as you can get your message to people in the relevant area only. It also means that people don’t actively have to be looking for your online and you don’t have to have the technical expertise needed to run localised social media campaigns.
Alien concept I know, but more than five million people have never used the internet in the UK, and in 2018, of all households in Great Britain there were 10% who still didn’t have internet access. Reasons for this might vary but the fact is that there is a decent size audience that will never see you without an offline presence.
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