I am a textile designer by degree, so love anything with texture, layers, or a tactile surface.
So, I like to go into a shop and feel the fabric of the clothes I am going to wear and try things on before I buy.
I also like the ability to hold, touch and feel something tangible in my hands. For example, when I read a newspaper I take in far more information than if I was to read it online and it’s easy an easy thing for me to pick up and continue reading, without having to sit upright in a chair in front of a glaring computer, or head bent over a phone.
In this digital age and with the advent of email marketing, social media and everything being obtainable online, we spend a massive part of our daily lives sitting in front of computers, phones and tablets.
I myself sit in front of a computer for the majority of the day. If not designing, then emailing and reading emails, typing up quotes, invoicing, sending and ordering print and keeping in touch with social media and the mass of information out there!!.
Way too much time staring at a screen in one way or another. This not only happens in our businesses but in our day-to-day lives as well. And I won’t even go into how it creates bad posture, and a head often filled with information overload.
I am not sure about you but I get square eyes, a stiff back, and lack of concentration after a while and certainly don’t absorb information as effectively or as easily as I do when printed on paper and read at my own pace.
I still enjoy flicking through a newspaper, magazine or a catalogue whilst drinking tea and slouching on the sofa. I still like to open up post – that is not a bill, of course! And as I receive less post nowadays, I do tend to take the time to read it and find that I actually take far more notice of this stuff, what with the over-saturation of digital information and my general like for the tangible and tactile.
Have you also noticed this?
You don’t take notice of half the things that you see online, email marketing campaigns don’t get opened like they used to, you don’t have the time or the desire to sit and read through a whole website of information. This is also evident in the commercial world, say with music – people actual miss buying a CD and the whole packaging experience – just look at the return of the vinyl record!
Do you feel like this? Well, you are not alone!
And if you are a business owner, what is your audience doing, how are they behaving, how do they feel about constantly being bombarded with digital marketing from all angles. Are they always really absorbing YOUR digital marketing or getting YOUR message, that YOU have spent time and effort trying to communicate, if they are reading it at all?
It has been a popular topic with our colleagues and clients lately, which is why I felt the need to write this blog.
They and myself are realising the positive effects of making contact with our audiences in a direct marketing way.
Yes, that’s correct!
By actually writing a letter, accompanied with a brochure or corporate folder and inserts, or other product and sending something through the post, to a focused, potential client list, which is then followed up with a phone call, thus creating an opportunity to set-up a meeting.
A tried and tested method and a good old-fashioned way of getting new business, that works!!
The corporate brochure has and always will be a great tool to do this with. It contains, and gets across much more information than just a leaflet or DL mini brochure, plus gives the impression of professionalism to your prospective client, as well as an excuse to make contact with them. We have found that our clients then want to find other marketing exercises and use this tool as the initial door-opener, and to communicate with the client in the first instance.
I love designing brochures, so I am pleased to see that over the past year or so we have had steady increase in the clients that request this service.
We have also enjoyed seeing our clients reap the benefits from investing in a professionally designed company brochure and that they are getting great results in improved lead conversions, as well as an increased confidence to communicate to their audiences.
If you are considering investing in a brochure for your business here are some tips to get you started:
4 tips for producing a great corporate brochure
1. Ask your self these questions. What is the purpose of the brochure? Is it for a particular audience? An advertising tool? An event? Or is it a generic brochure to sell your services.
If a generic borchure consistancy is key. Make sure it reflects your website, as consistency should be the name of the game throughout your marketing collateral. So, make sure your website is also updated if new copy is created.
And if you have not got a website? Then the brochure is a great starting point for your website content.
2. Don’t add dates or prices to the brochure as this will limit its’ shelf life.
If you have a price list, maybe print a single page insert that can be placed in the back of it and easily replaced, should prices change.
3. Photography – do consider using professionally taken photos of yourself, your staff, and premises. Ask your designer if this is something they can help with and provide. Stock photography is still a great, cost-effective way of image sourcing, but real photos will connect your audience to you in a more personal way.
4. Be creative…think about the shape and size of the brochure
How many pages does it need to be, (a minimum of 8pp is required but 12-16 pages produces a substantially more tactile product). Explore the finishing option available. We recommend that a matt lamination in the minimum finish requirement to product a classy product. Ask your designer for samples and to walk you through the possibilities.
Need help or further advice, drop us an email or give us call.