Brochure Printing: How to Ensure an Effective Campaign

Brochures are perhaps the best way to explain your business and sell your product. However, brochures are only as successful as you make them. As a result, try and think of ways that brochures can be incorporated into your marketing campaign. Many times brochures are best read in just about any setting. Brochures must always be thought of as marketing collateral first though.

Tracking - Before you can plan a successful brochure marketing campaign, you must first think of ways to properly track your efforts. Tracking the efforts of your brochure campaign will help in seeing which design is best used, what location is best and what time of day. These are all best decided when each brochure you hand out is assigned a unique tracking number. When the recipient receive it, they must mention the number in order to receive an incentive such as sale or personalized discount.

Paper - Be sure that the paper you use is durable. We recommend a 12 pt. glossy cover. This will not only ensure that it lives up to the everyday wear and tear, but will also motivate your recipient to pass it along. Passing along your brochure is the best way to double your marketing efforts. So be sure that you see samples of each paper type, and then decide which is best for your marketing efforts.

Copy - Make sure that the copy you use is casual. Although the information should be informative, the copy should be personal in tone. By being personal, the copy becomes relatable and thereby conversational. Conversational copy is best for just about all marketing collateral so be sure that it is included on everything - from brochures to flyers and bookmarks and more.

When you are done with your brochure be sure to get feedback. Start with friends, family and coworkers. They will be sure to give you an honest opinion while also ensuring that your marketing efforts are as streamlined as possible.

Melanie Turner is a Business student at Columbia University and employee at 1800 Postcards. She has also been a Researcher at Deloitte Consulting where she worked with expert marketing teams on Fortune 500 clients. As a growing expert in the field of marketing, Melanie aims to provide insights and resources to Small Businesses.

She has worked with top agencies in brochure design projects for Fortune 500 clients. Brochures are a great marketing tool and there will be more articles to come about how to use them effectively for your business.