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NO ONE CAN HACK A BROCHURE. YOU DON'T NEED TO REMEMBER A ZILLION PASSWORDS TO RUB YOUR FINGERS GENTLY OVER AN APPEALING TEXTURE. THERE IS NO "LOG ON' REQUIRED TO FEAST YOUR EYES ON THE USE OF COLOUR COMBINED WITH PAPER….ALL YOU NEED IS TOUCH: COLLAPSE ARTICLE

Print is dead...

"Print is dead" - the famous words spoken in the 1980's movie Ghostbusters, and ever so frequently by my clients... People are convinced, and quite religiously so, that the only way to drive traffic to your business is online. Intriguing to say the least, as print is all around us:

It is on a tissue box, cheese label or herb planter you just bought. It decorates the windows of retail spaces, and how many of us don't pause at the news stand? Magazine readers will tell you there is nothing more special than a bit of quiet, a cosy blanket and fingers flipping the pages softly while munching away at a favourite snack.

Print will always be there because of a fundamental element...touch. In today's crazy world, where everything is available at the click of a button, print gives us a moment's pause. It allows us a secret instant where we can't "close" the page. A well designed brochure is right there, in front of us, and demands with arrogant elegance - our undivided attention. It says: "I'm beautiful, I was made with effort and I am here to stay."

 

Web versus Print

A Forbes Magazine article says: There is something about print that gives a sense of legitimacy. The saturation of popups and banner ads on the web can be overwhelming and the fear of spam and viruses is enough make people weary of clicking. There is no imminent danger in a print ad".

Yes websites are wonderful, I design them and won't tell you otherwise, but... they make up a portion of your branding, not the whole. Aislinn Barry says: "A print piece can engage a person, interact with a person in ways the web cannot. Print has the diversity of being able to stand alone or work with other media to create dynamic and effective multimedia marketing campaigns".

Brochures and products booklets don't take time to download, does not invade your personal space like online ads often do and if you watch closely - still ads a thrill to someone opening your branding envelope at the post box.

 

Quietly strong

A brochure, pamphlet or product catalogue - when done creatively, and not by the junior in the office - has the potential to lie on someone's desk for a while, secretly exposing your business every time those papers gets shuffled. If it is beautifully made and information distributed nicely - you will even be able to see a spike in website traffic after brochures have left the office. If there are texture, interesting folds or dielines involved - research shows that brochure will be kept instead of thrown away 6 out of 10 times. Printed annual reports, booklets and catalogues just adds credibility to your brand, a tangible branding asset that can be grabbed in the spur of the moment.

Drive traffic to direct initiatives. Use print vouchers/coupons or the: "If you show this brochure at the counter you get..." It works every time.You can't attach a small product sample to your website, but you can to a print ad making it tangible and real. You can't smell perfume on web site, but scented pamphlets can make that a reality.

 

Together...

So how should a print campaign compliment your brand building? In essence, online media has become the primary marketing tool - there is no disputing that. But there is no written rule that print media is too cheeky to play a supporting role, to spread the word discreetly or blare it from the street as and when required by your target market. If digital media can be flexible, so can your print media campaign.

At the same time, use your digital analytics to determine your market more clearly and save on time and guesswork. Digital marketing allows print media to become measurable.

While print's obituary gets written daily, digital loudly proclaiming the "end of an era" - try and see if your business can do without it. It's an akward marriage, but together may just be the perfect synergy to complete your brand.

 

VIEW PRINT MEDIA SAMPLES I DESIGNED IN THE SQUARE, CLICK ON THE NUMBERS ABOVE

 

 

Worthy Reading:

Type & layout: How typography and design can get your message across-or get in the way by Colin Wheildon

 

Creating brochures & booklets by Val Adkins

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Worthy browsing:

Brochure Writing Tips and Points to Remember:

"In a brochure about a car, you could write out a list of questions people ask while buying a car, and walk the buyer through the benefits of the product while answering those questions."

 

50 Beautiful Printed Brochure Designs For Your Inspiration

"Getting tired of the dull trivial brochures that you get on the streets? When you receive brochures of this kind, what do you do with them? Do you take a quick look and then dump it in the nearest available trash can? That’s not what these brochure makers want.".

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