Tweak Your Biz » Marketing » Smart Ways To Boost Business Sales Using Brochures

Smart Ways To Boost Business Sales Using Brochures



Brochures may be perceived as outdated marketing tools that fill up the space at shops or inside mailboxes. Regardless of your feelings towards brochures, they remain a viable choice for your marketing strategy. If used correctly, brochures can help spearhead your print marketing plan as a way to build branding and familiarise the marketing with your products and services.

If you have your social media covered, then you could try covering another marketing avenue with these advertising materials. Below are some of the smartest ways in which you could boost your leads and sales using brochures.

Brochures

Direct mail

This marketing strategy has taken a reputation hit over the years due to the spam it sends to households. However, direct mail has been experiencing a resurgence. According to the 2012 Channel Preference Survey Report # 14 conducted by ExactTarget, 65% of people have been heeding the calls to action as indicated on the direct mail, only a percent lower than response to e-mail (66%).

This may prove nothing if your business is based online, but for brick-and-mortar businesses that rely on building organic relationships with their target market,  direct mail is a viable marketing channel to tackle. Unlike other marketing tactics, the brochure goes straight to people in your mailing list, making it difficult for them to ignore your message.

However, what separates direct mail from junk mail is the quality of your mailing list and your brochures. Buy a list from vendors or run a lead generation campaign to get highly targeted people interested in your business to receive your mail. Once they have your brochure in hand, your persuasive copy over a well-designed brochure layout should compel your recipients to actually read the content of your brochure and ultimately become customers, if not brand advocates.

Display advertisement

This strategy may be as traditional as it can get, but showing off your brochures for people to take is another way of getting people’s attention to your business. This works when you display the brochures on a rack at points of purchase, i.e. cashiers and counters, so people can get a copy of your brochure while waiting for the transaction to be processed. This could work even better when you display your brochures at places with high foot traffic. It can be at a sidewalk on a busy street where lots of your target audience pass by.

Do some research at places where you can set up a display rack with your brochures on it to entice people to getting a copy and spreading the word out about your business.

Integrated marketing

Although web-based businesses may have little need for brochures, it doesn’t mean that they should exempt it from their choices of marketing tactics! There is a way as to how you, as an online marketer, can use brochures to increase your clients and customers, and that is it to print out your website address on the print material.

Although including the URL of your website on your brochure is far from ground breaking, you can track and observe the performance of using brochures as a marketing channel with the help of URL shorteners. I have detailed how you can use these online tools on this post titled “Merge Your Print And Online Marketing Campaigns Using URL Shorteners.”

You input your website’s address through a shortener to receive a customized URL. Print this out on your brochure to view how many referral visitors your site has received. This will you determine whether using brochures is an effective marketing medium for your business.

Have you incorporated these brochure tips in your marketing strategy? What other ideas do you have with using brochures that could help increase your branding and sales? Let us know by commenting below!

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Images:  ”Bundled Brochures / Shutterstock.com



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The Author:

Christopher Jan Benitez works as an Editorial QA for the PrintRunner Blog, has written a free e-book about direct mail marketing for download, and encourages ordering brochures online to purchase the best print marketing tool for your business. http://blog.printrunner.com/

Add Your Comment

  • Christina Giliberti

    People shouldn’t be so quick to persue solely online sources! There’s a lot to be said for tangibility in the physical world. I actually love the feel of freshly printed flyers and the smell of the paper. I like to see the quality of the ink. Women when they shop touch the fabrics of clothes – it connects us to the item. We online marketing ad offline marketing activities are merged, then this approach gains the best results ….. I stand by that. Lovely post!

  • http://twitter.com/christopherjanb Christopher Benitez

    Exactly! I feel that the over-reliance of social media by businesses has made them forget about the importance of the more personal marketing approach offered by print products. Although I do believe that online and offline marketing go hand and hand, I do think promotional tools like brochures and such provide a more complete marketing experience for people as it caters to all their senses. Thanks for you comment!

  • Elish Bul

    I am such a believer in blended communications to cover all bases.

    - I know for a fact people take your company more seriously especially if starting up something new when they see a physical brochure in print, it adds credibility,

    -also useful if spam blockers at work

    -it helps find those that would have missed your email. It also helps people find you if they are not as online savvy.

    -On a B2B level it also gest passed around in an office and is possibly easier to come back to and acts as a reminder to proceed with a query

  • http://www.facebook.com/writerlyderv Derbhile Graham

    In the rush to create a social media presence, people forget that the traditional methods still carry sway with a lot of people and if you don’t use them, you’re closing off a lot of the population. I’d add press releases to that list too. They get you more visibiliyt than ads. They get me my best results when advertising classes.

  • http://twitter.com/xcelbusiness Helen Cousins

    I do some work in the tourism sector – brochures can work, particularly for tourism attractions. As you say, research where you plan to leave brochures. Hotels often have their own racks and you need to ensure that your brochure will fit in them, before you get any printing done.
    Good points Christopher.
    ~ Helen

  • http://twitter.com/christopherjanb Christopher Benitez

    Glad you liked it, Helen! Research is an integral part of brochure marketing. It may be tasking, but the result of a well-researched location where you could distribute them will definitely drive leads, if not sales, to your business!

  • http://twitter.com/christopherjanb Christopher Benitez

    I agree with you 100% about closing off a lot of people with businesses’ refusal to use tried and true method into their marketing strategy. Brochures has been used years ago for promotional purposes and are still being used now because of a simple reason: IT WORKS! And yes, press releases do help extend your reach to your target market. Thanks for your input, Derbhile!

  • http://twitter.com/christopherjanb Christopher Benitez

    “I know for a fact people take your company more seriously especially if starting up something new when they see a physical brochure in print, it adds credibility”

    Truer words have never been spoken! Physical, i.e. tangible, marketing tactics allow you to make a more personal approach to your target audience in the hopes of converting them from visitor to customer. Thanks for the awesome comment!