In a world dominated by digital marketing, you may be surprised to learn that print marketing materials such as printed brochures do still have an essential role in many industries. For example, brochures are regularly used by those working in design, fashion, automotive, home improvement, hospitality, travel, beauty and many more. In this article, we will explore the industries that most commonly use printed brochures in their marketing.
What Are The Main Benefits of Brochures?
Brochures remain a popular marketing technique because they have several advantages over digital media:
Brochures build trust
One of the main benefits of brochures is that they help to build trust, as several studies have found that consumers tend to trust printed media more than digital media. Because of the amount of space available, companies can build trust with customers by including their mission statement and examples of when they helped meet customer needs. Plus, testimonials from past clients have significant power when it comes to influencing buying decisions. For example, one study found that over 70 per cent of consumers say that positive testimonials and reviews increase their trust in a business!
Brochures are tangible
Our senses play a key role when it comes to making purchasing decisions. People really like having something tangible to digest, such as a sleek brochure, as it allows them to better connect with the brand they’re considering buying from. Generally, consumers prefer to digest information on a physical page rather than reading text on a bright phone or computer screen.
Which Industries Benefit From Brochures?
Brochures are commonly used by industries that rely on high-quality imagery. For this reason, the fashion industry relies on brochures heavily. A well-printed brochure enables fashion brands to showcase their newest products, whether it’s a pair of shoes, a dress or accessories, in a sleek brochure with a luxurious feel. In addition, because brochures printed on gloss paper provide excellent print reproduction, garments tend to look better than they would on a glaring computer screen.
The hospitality industry is heavily reliant on printed marketing materials such as brochures. Bars, cafes, restaurants and hotels benefit from attracting both locals and tourists to their establishments. One of the best ways for hospitality companies to attract customers is to distribute high-quality brochures in public spaces with high footfall, such as shopping centres and at events such as festivals. In addition, hospitality businesses will often create printed marketing materials, such as brochures and flyers, around key dates in their calendars, such as Christmas, Valentine’s Day, Easter, the start of summer, Halloween and bonfire night. Brochures typically consist of high-quality images of delicious food, tempting drinks, swanky hotel rooms, and limited-time offers based on special occasions.
Travel companies benefit from marketing mediums that allow them to showcase beautiful imagery of beaches, cultural activities, mountain ranges and other visually stunning scenes. Brochures are the ideal way to capture the attention of travellers, as gloss paper makes colours appear more vibrant. Plus, the long-form nature of brochures means that travel companies can write at length about important travel details. Brochures typically contain a wealth of information, such as all-inclusive holiday deals, flight options, transport options, amenities, discounts and directions to local bars and restaurants and points of interest.
The beauty industry is another that relies on high-quality imagery to sell products and services to consumers. As a result, makeup artists, spas, aestheticians and hairdressers will create and print brochures which show their products and services in action in a way that appeals to customers. In addition, brochures allow beauty businesses to go into more detail about the products and services they offer, such as what is involved and how much treatments cost, instead of short social media posts and ads that demand brevity.
Selecting a new car involves a lot of research and comparison. Vehicles are costly, and customers want access to as much information as possible to ensure they make wise financial decisions they won’t regret later. As a result, automotive dealers improve the customer experience by creating brochures so that all the information their customers need on different vehicles is in a single, easy-to-access place. This includes high-quality photographs of vehicles from different angles, specifications such as mileage, colour options and prices.
Businesses in the home improvement industry, which includes furniture suppliers, interior designers, building suppliers and hardware stores, benefit from creating visually appealing brochures. Because their products and services are used to improve spaces, home improvement businesses create brochures with high-quality imagery showing their work in action. For example, interior designers will create case study brochures containing high-quality imagery of their fantastic work. In addition, interior design brochures typically contain interviews with customers where they discuss the process and impact of the renovations.
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