18.03.2022
ENTREPRENEURSHIP: BROCHURE MARKETING CAMPAIGN - FOUR FACTORS FOR SUCCESS
Brochures are still one of the most influential tools through which retailers and brands communicate their offers. However, many things have changed since the pandemic began. There are more and more innovative ways of advertising due to the growing opportunities provided by the online space (such as IKEA's approach to helping its customers design their kitchen online).
With the development of the metaverse, artificial intelligence and other similar technologies, it is no coincidence that digital advertising tools are becoming increasingly popular.
If you are planning to distribute brochures in 2022, there are many opportunities to do so effectively. Here are four key factors to consider when planning your brochure distribution campaign.
Do not give in to emotions and do not rely only on your inner feelings, but take the time to plan everything rationally from start to finish. There are many things to consider, such as who and how can distribute brochures - these days it's not so easy because you can't leave paper leaflets in every mailbox. That's why it's worth considering distributing digital brochures.
Another reason to bet on the digital format is the rising price of paper in Europe. The future has a lot to offer companies that choose digital brochures in addition to paper ones.
Think about your target group. Do you want to present your offers to a well-known audience, or are you trying to reach new people? Think about what consumers like and what they are looking for. It is also important to consider the products you will be communicating. With online advertising, you can easily and accurately target each of your offerings to reach the desired audience.
You may have seen some great ads before, but make sure you make yours unique. As many competitors use the brochure as a marketing tool, the distinctiveness, clarity and uniqueness of your offers are crucial.
Simple things, such as colors, can have a big impact on how a user perceives your brochure. For example, while clear and bold graphics work well for some buyers, for others, more minimalist ads will work better.
In the report "The Impact of Colors on Marketing", researchers found that buyers make an initial assessment of a product or website within 90 seconds and that 62-90% of it is based on color alone. Similarly, in a Statista report, 42% of women say that color is an important factor when buying clothes.
With digital brochure distribution, you can easily test different colors and elements to see which ones will reach your target audience in the most effective way.
Encourage consumers to take action. Many people have become more price sensitive due to the pandemic, so adding vouchers, discounts or special offers for a limited time is a great way to motivate customers to take a step towards buying. You will need a compelling message to get customers to buy from you. Be clear about what, when, where and how much they can buy.
Make sure you can measure your campaign performance. With digital brochures, it's very easy to check how well a campaign is working and whether it's reaching the right audience.
