When it comes to a comprehensive marketing strategy, is your business missing out on potential customers if you don’t consider printed literature? You might think traditional marketing is obsolete, but maybe you shouldn’t dismiss it so easily. With the increasing presence of the internet, is there still a place for brochures and leaflets?
One of the advantages of the Internet is that it has made it far easier for consumers to compare competing companies. However, unless they print off web pages, they’re left with nothing to reference later. If they have the option to request a printed brochure, they’re more likely to remember you. You might think all consumers are technology enthusiasts, but many still appreciate the time and effort that has gone into producing a piece of printed literature and prefer to have something physical that they can look at.
The appearance and feel of a brochure is something that can’t be reproduced on a web page. The quality of the paper and the choice of finishes, including laminates and gloss, will never be equalled over the Internet, where a luxury item will appear in the same way as a lesser product. With a brochure, you can use different textures and styles to emphasise the messages.
The benefit of printed literature as part of an integrated marketing campaign is that brochures can be turned into PDF documents and uploaded on to your website. This will give your brand consistency and also enables customers to either print the brochure straight from your site or request a hard copy.
Cheaper to update
One area where websites do win is when you want to change or update details in the brochure. In order to lower printing costs, companies usually order bulk quantities of brochures, so you’re unlikely to want to reprint until these have all been used.
Therefore, if a new product is launched or an element needs changing, it isn’t as easy with printed materials. However, information on a website can be changed and updated instantly meaning it will always be relevant.
The best of both worlds
There is room for many different elements within a marketing campaign and printed literature is still of value to businesses. Websites will continue to grow in importance, but they still need the back-up of additional strategies. For example, despite the prevalence of smartphones, business cards are still exchanged on a daily basis, showing that consumers prefer something tangible that they can keep.
Daley takes an avid interest in graphic design and believes that every good business should seek out a great creative design agency when developing a website.