Brochure printing to promote your business brand

In this online age, it may be tempting to rely solely on the internet to spread your message – after all, online marketing is cheap, quick and convenient. But marketing isn't about using just one medium, and for an online campaign to be truly effective you need to back it up with traditional printed materials, like brochure printing. 

A respected marketing tool

Brochures and booklets have been the backbone of marketing campaigns for decades, and remain so for three good reasons:

• Credibility: Customers are still cautious about what they read on the internet, and expect a professional company to have printed sales literature. It shows you're serious about your business and are willing to invest in it.

• Convenience: Not only can customers take brochures home and read them at their leisure, but your sales staff can use them as marketing tools out on the road. Potential customers are far more likely to read your brochure than to look up your website if and when they find the time.

• Consolidation: Brochures support and help 'flesh out' other marketing tactics, be they advertising campaigns, direct mailouts or online promotions.

Entice your reader 

A good first impression is the key – despite the old adage, people do tend to judge books by their covers, and your marketing brochure is no exception.

"Keep it simple," says Joe Kowalewski from the Printing Industries Association of Australia. "Use eye-catching images and colours and don't include too much text, as it puts people off."

Prioritise information 

If you have a special offer or discount, make it prominent in your brochure.

"For example, a retailer should highlight a discount or special purchase on the cover to generate interest," says Joe. "Once you've got the customer's attention, they can look inside and read your message."

Lead the way

Readers tend to skim pages for the information that's relevant to them, so ensure your brochure enables them to easily find what they want. This means lots of bold headlines and statements that 'signpost' your information.

Stand out

Businesses are inundated with brochures and booklets every day, and most end up in the recycling bin. To give your brochure the best chance of being read and retained, make it innovative, eye catching and useful.

Add value to your booklet printing with embossing, foil stamping and die cutting, or include useful information. For example, if you're a gourmet food company, include some handy recipes that incorporate your products.

Leave a lasting impression

"What you can do is really only limited by your imagination and budget," says Joe. "So talk to your printer early on in the concept stage, show them your artwork and designs, and get their feedback."