Brochures, Pamphlets, and Flyers are robust marketing collaterals which help brands develop a deeper relationship with their consumers. Once the introduction is established, the next ideal step would be to encourage the customers to know more about the company and its services.
This part can be achieved by the brochure design. These materials come in different forms and shapes. There is neither standard defined shape nor size for creating this promotional entity. Each collateral has a different scope in the company. While some are created to introduce the brand to the clients; some are destined to ensure brand recall and brand connectivity. The validity and timeframe vary for each entity, and the impression could make a better and stronger impact. The logo design is the primary element which offers the first glimpse of the brand and aids in re-establishing the brand message. The book cover design provides a sneak preview of the content of the novel.
Likewise, everything has its purpose, and sometimes they can overlap with each other. Let’s take a closer look at the role of brochures in digital marketing efforts:
Product-centric Approach
How much content can you include in a one-page flyer? What is the key message that can be communicated in the logo?
Most collaterals aim to concise the content and present them in a more simplified way. However, there is more than a company wish to say about their products or services. This would primarily include the key highlights, notable characteristics, descriptions, special mentions, etc. The brochure design is the only way of portraying a detailed and dedicated approach to the product. Companies can create personalized materials for each of their services targeting the specific consumer group. This offers a more centralized approach and increases the rate of conversion.
Seasonal Approach
Why do brands offer exclusive discounts on festivals and occasions?
This is the time when consumers are more receptive to make the actual purchase. Brands create season centric products to entice the attention of their potential audience. How do we let the consumer know of this newly developed package? A social media campaign or an e-mailer might talk vaguely about the kinds of discounts offered. However, a brochure design with a product catalog, might urge the consumer to know more about the company and make the ideal decision. The role of digital brochures can be extremely beneficial in seasonal campaigns.
Detailed Approach
Information is the key to success, and it opens the heart of the consumers. Every product has specific features and also particular highlights which differentiates them from their peers and competitors. This information is a significant selling point, and it can be included only in the brochure design. This detailed approach makes this entity one of the most preferred elements by marketers and sales personnel. This data can be regenerated into a QR code and be presented to the consumer at any point and time. This also helps the brands to offer only necessary information instead of the whole history.
Better connectivity
How does a brand strengthen its position in the consumer’s path? How do they build a more meaningful relationship?
We have spoken and heard in detail on how to make the connection, but we fail to ask what next. A book cover design might give an idea about the subject and build the expectations for the upcoming novel. However, the real question is what it takes to ensure that the actual purchase is made. The brochure or pamphlet offers a clear picture of the product /services, answers a majority of the questions and paves the way for better connectivity.
Localised Access
The consumer will have to log in to a medium, visit a webpage or even search to access all types of digital communication. The term digital implies the use of the internet to learn more about the brand. This is not the case with digital brochures. These brochures can be downloaded or saved to a local storage space. This helps the consumers to glimpse through it at their preferred time without any material cost. An added advantage is that once it’s downloaded, it remains in their phone or computer till they decide otherwise. This localized access gives the consumers more time to consider and make the right decision on the product/services.
Cost-effective approach
Every penny spent or invested in promotions adds to the overall marketing budget and puts additional pressure on the team. Unfortunately, there is no defined or proved pathway to justify this cost. The return on investment could be lesser than predicted and it increases stress. The use of digital brochures puts an end to this cycle and enables them to experiment with newer approaches to garner consumer interest. This cost-effective approach makes digital brochures one of the most preferred mediums.
The bottom line
There are certain elements to consider while creating a digital brochure. The first would be the size. As much as we like to get creative with the image usage, this would increase the overall size of the brochure. The lesser the extent, the more inclined the consumer will be to download it. This will also prompt them to come back to the website for further information. The technological advancements have assisted in the creation of small and valid documents. This would mean that more images would not imply as more space. The next is the font and spacing of the content. A brochure and a digital brochure are never the same. The brochure would be of the same size at all times. However, the digital brochure would vary based on the devices. Consumers can access this material from their devices of different screen sizes. The challenge lies in creating and identifying the right font which would help the consumers read it with minimal strain to their eyes. It is also better to avoid endless stacks of long paragraphs and include pictures to break the monotony. This is one of the effective marketing mediums and care should be taken to utilize it wisely.
Anne Carton is a small business consultant, designer and an enthusiast blogger working with Designhill, one of the fastest-growing custom design marketplace. She has authored several blogs, articles and editorials on various topics related to book cover design, brochure design, interactive content, concerning design, social media strategies, growth hack strategies, digital marketing and e-commerce.
