5 Ways brochures create loyal customers
The classic brochure is often seen as a mass-marketing device
Everyone is used to receiving brochures through their front doors whether advertising the latest offers from supermarkets or selling double glazing. Brochures are often used to promote expensive products and sent out by post or handed out in showrooms.
These brochures serve a purpose, and businesses continue to use them because they are so effective. However, these brochures all tend to look similar.
It’s time to make brochures more memorable!
With advances in print technology, it is now possible to make brochures more engaging. In today’s marketing landscape this is becoming more and more important, to ensure that your message gets across.
According to the Researchscape International, 2018 Trends In Personalisation report, 87% of marketers say that personalisation leads to more interactions with customers. Brochures can be a real help with this if we use them creatively.
Here are five ways to use brochures to drive customer engagement and loyalty:
Use brochures as sales collateral
This may not seem like a new idea. But if someone is looking at purchasing a high-value item, send them a personalised brochure with more details. It will add to the perceived value of the sale that you are making
Use brochures to reinforce engagement at meetings
Send a brochure before a meeting to increase anticipation and interest. Or after a meeting to provide more information on what was discussed. It’s a far more powerful way than the standard e-mail. It is also far more likely to be read carefully and referred to again in the future. It shows you really value the person you met with.
A brochure makes a great after-purchase tool
Use a brochure to welcome a new customer on board. It can also explain how to get started with a new service or product. Sending a brochure rather than an e-mail makes a customer feel really appreciated. They are far less likely to experience buyer remorse
Use brochures to drive seasonal sales
A well-presented brochure is a powerful way to drive sales. Again, use personalisation, for example, use data on what your customer has bought previously. You can then put together a personalised brochure based on that person’s accual buying habits. This creates a far higher conversion rate than a standard brochure. And you’ll end up printing less pages too
Use brochures to re-awaken dormant customers
Are prospects not responding to an e-mail campaign urging them to purchase from you again? Sending a brochure personalised on past buying habits is much more powerful. In addition, more people are likely to see the brochure. So the recipient may be encouraged to take action by others.
There are a whole host of ways you can make your brochure stand out
- Landscape oriented (or wide) brochures
- Hard-cover brochures
- Special varnishes
- Unusual colours
- Stand out papers
All of these will add perceived value to your brochure and increase the likelihood of engagement from your prospects.
It’s time to move on from the classic brochure
Contact James today via email at [email protected] and he will share some case studies with you on how our clients have used brochures to build business.
