In an age where practically anything and everything can be found online, it may seem unnecessary and redundant to still offer and hand brochures to customers. Ideally, all information on a brochure would also be on the business’s website, and the regular use of mobile devices makes this information readily accessible… or does it?
Here are 5 compelling reasons why you should not rule out brochures from your marketing material:
- YOUR CUSTOMERS
Unless you are a business that is purely online, your customers would have different preferences when it comes to doing business with you. In fact, some purely online businesses, like eBay, use brochures too. While many consumers are practically attached to their laptops and mobile phones, the rest are simply more comfortable holding something printed in their hand. Slow internet connections and navigating different screens to obtain the necessary information can be annoying and time consuming, whereas brochures can help your customers avoid this hassle. Also, not everyone is online, so brochures cater to your offline customers. Lastly, brochures help your customers remember your business and your brand.
When dealing with a prospect, having a brochure on hand helps you bridge the gap between simply giving information and getting the prospect to ask questions. Until you actually give them something to hold and look at, the interaction is mostly one-way. A brochure also helps you keep their interest, as opposed to directing them to your website, upon which their attention would be glued to their mobile device – immediately crippling the conversation.
- FIRST IMPRESSIONS
Your first interaction with a prospect lets you introduce your business to them, and the absence of a brochure, even if you give a business card, leaves the interaction lacking. A brochure lets your prospect know that you’ve come prepared and helps solidify your professionalism.
People are accustomed to thinking on paper. Having something in print makes it easy to remember, and anyone who has ever written footnotes on a book or encircled an ad in a newspaper knows that it is so much easier to remember something once it’s been marked one way or another. Having brochures gives your customers the option to make notes about your business right on the paper – something they can’t do on your web pages.
- SALES TOOL
Brochures not only provide information about your business, but is also an excellent sales tool during trade shows and seminars. Brochures are part of your sales cycle and is another point of contact with your prospect. Prospects are able to review your material and ask questions that will help them get to know your brand. Also, if your brochures have a killer design and content (as they should), they would be great tools to promote your brand.
No business should be without brochures. With a killer combination of Offer-Incentive-Action, that piece of folded paper turns into an informative marketing tool that is useful to online and offline customers alike.