You have your website, full of all the information anyone could want to know about your company. You reach out to your customers through email, you advertise – why do you need a brochure?
Because it’s not enough to exist only online. We all still exist in the physical world, and there are several ways in which a print brochure will reach your customer that the online world won’t.It’s a physical experience
Just like feeling the fabric of a shirt or hearing the thud of a car door tells you about the quality of those products, your brochure is a physical representation of your product or service. There’s a tangible experience in holding something in your fingers – the feel of the paper, the richness of the images, and the design all convey a message about your product or service in a physical way a web page can’t.It’s kinetic
People learn in different ways. Schools understand this, so teachers not only tell students about a subject, they also have them conduct experiments and visit locations to see something in person. Holding something and interacting with it engages the brain in a different way than passively viewing it. Someone who physically interacts with a piece of information is more likely to register it and remember it.It’s easy
People aren’t always online. Even if your phone is in your pocket, it’s easier to pick up a piece of paper than to turn on a browser and navigate to a website. A customer is more likely to pick up and flip through a brochure at a counter or in a waiting room than to hunt down your website. And a printed brochure is easy to use – many people find type on paper easier on the eyes than the back-lit light of a screen. And you can highlight and circle information and make notes, which is impossible on a website.It’s a connection with your customer
A brochure is a physical connection with your customer or prospect. It can be used as a tool during a meeting, without needing to get the client’s wifi password, navigating to your site or wait while pages load. After your meeting, you want to be able to hand them something as a reminder of your meeting, and a brochure communicates so much more than a business card.
Print brochures will always be an important part of a company’s marketing mix. When your customers can hold something in their hands, it gives them a physical connection to you and your business, and communicates your message in a way a website can’t.