We’ve heard it all before – print is dead. Everything is now e-lectronic. Publications are e-pubs. Brochures are e-brochures. Mail is now e-mail. Digital isn’t going anywhere, but it’s not time to eliminate your print marketing just yet. In fact, the printed brochure is just as important as ever. “Why?” you may find yourself asking. Well, let’s explore the following reasons why the print brochure will never disappear.
1. You can’t leave a stack of e-brochures for people to take
Print brochures aren’t changing in part because business hasn’t entirely changed. Conferences, client meetings, point-of-sale operations, sales inquiries and any other in-person interactions have essentially remained unchanged since we have been conducting modern commerce. Glossy, full color brochures are an expected and important complement as a leave behind to your presentation, walk-in introduction, or handshake at a trade show.
2. You can use brochures to connect the online and offline worlds
Print brochures offer the opportunity to call attention the most important sales features, product information or calls-to-action. But there are physical limitations to how much information they can include (otherwise, you might call it a book). However, these limitations can be overcome by simply drawing connections from printed materials to online resources. QR codes, embedded NFC tags and other print add-ons can help you connect your online and offline communications to maximize your message.
3. You can easily capture a captive audience
One of the problems with electronic media is that we all have a tendency to multi-task while consuming content. In fact eyeballs are often anywhere but on your content, even when they are on your website. How many times have you checked your e-mail or streamed a video on another device while you were in a live webinar? However, a print brochure doesn’t have “another” area for viewers to go to jump around from content to content. When they are holding your brochure in their hands and reading your message, they are focused on your content. People tend to consume printed materials in a more logical, direct flow than site content, which can help you get your intended message across to an audience without distractions.
4. You can enjoy added benefits by engaging customers in both worlds
As we mentioned, you can connect your print materials to your online materials through a variety of codes and calls-to-action. You can use this to your advantage to keep your brochures fresher and more up-to-date by leaving quickly changing content on your site and limiting brochure content to high level information that is less likely to change frequently. By using your print materials to highlight and draw attention to the wealth of information on your website, you can help build awareness across offline populations as well.
5. You can appeal to a broad customer base
All of these different formats highlight an important distinction—different people like to consume content differently. One of the most simple reasons that the print brochure will never disappear is simply that some of your audience will not want to read anything online. Some of your target audience will require a print brochure—and you will be unlikely to get them to consider anything else.