Construction Brochures
Best brochure serves many purposes for businesses of any type. Being in the field of construction, using a brochure that features your services and expertise is a great way to draw in clients. Providing a brief explanation of what you do will persuade clients why you could be an asset to them. But to the ordinary person, a brochure is just brochure — until we discover that there’s more to it in the marketing world.
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Brochures come in many forms, and function for specific scenarios. Mastering the craft of brochure design will help us understand why brochure marketing is still as relevant as ever in today’s age.
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Why Brochures Are a Good Marketing Tool
These days, it’s pretty hard to grab a customer’s attention. Attracting customers, keeping them engaged, and then encouraging a response can be difficult, given the intense competition in the market. This is why the demand for a good channel that will allow a business to effectively communicate with its audience is incredibly high. You may also see medical brochure examples.
Perhaps you’ve considered multiple options to market your construction business, with brochures being one of them. Having been around in the marketing scene for many decades, there’s a good reason why it’s been considered as a potent promotional tool by many experts.
1. Versatile
Similar to advertising flyers and other forms of print media, brochures can be mailed, handed out at particular events, or used on the spot. Retail stores and other businesses that offer similar services often experience a significant amount of customer traffic, which makes a brochure a good medium to use for generating more sales.
For instance, banks and real estate firms always have waiting rooms to cater queued clients. To make sure your clients are aware of recent offerings or announcements, using a brochure to keep them busy while they wait is a great form of entertainment and learning. A lot of marketers hand out brochures to potential customers at trade shows, conferences and conventions as well.
2. Informative
Don’t let size deceive you, a brochure can cover a large amount of information for it’s considerably small size. Known for being compact in form, this advertising medium offers advertisers a good amount of room for company details, product information, and other related data. Brochures are often divided into separate sections to keep information organized, and are often considered as a condensed version of a corporate website. You may also like differences between a brochure and a pamphlet.
One of the advantages of a brochure is that it’s a good tool to use for visual storytelling. The consumer can get a good idea of what your business is about by simply browsing through each page of the brochure.
3. Easy to Distribute
Brochures are a tangible material that may easily be distributed through different methods, whether this is through door-to-door distribution or direct mail. This serves as a simple yet effective way to target a group of people of a specific demographic. Targeting a defined audience ensures the brochure reaches the right individuals to prevent any waste of resources. This approach is especially beneficial for small business marketing and local advertising.
4. Cost-effective
Producing a brochure comes at a relatively low cost, especially when ordered by bulk. The cost may vary depending on the color content, material, and finish quality of the brochure design. Companies that target a broad audience often mass-produce these marketing brochures for distribution purposes.
There’s something about brochures that make them more personal than an average TV commercial or digital media ad. Apart from being a thousand times more affordable, brochures can also be kept for future reference. Talk about an investment that’s worth every penny! You may also check out examples of service brochures.
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The Difference Between Brochures and Flyers
Flyers and brochures are two forms of print media that are commonly used in advertising. But these mediums each have distinctive characteristics that make them unique from the other.
A flyer is ideally a single, unfolded printed sheet that is used to promote a brand, product, service, or event. The most notable attribute of a flyer design is the message it carries. Unlike other marketing mediums, a flyer usually contains a simple and direct message printed on a standard 8.5” x 11” paper size. Though flyers may come in alternate sizes to keep the production cost low, some marketers choose to print on both sides of the paper to utilize space wisely.
In most cases, flyers are distributed by hand to passersby at a public venue or potential customers at a trade show. Color-printed flyers have become more popular compared to black and white flyers thanks to readily available resources and cheaper printing costs.
Brochures, on the other hand, possess similar specifications to that of a flyer. But what sets a brochure apart from other mediums is how it consists of multiple panels or pages of information. These sheets are often bound together to form a small booklet-like material that readers may quickly view and scan through.
The quality of a brochure is also a lot more appealing due to its UV or Aqueous coating that leaves a shiny finish for prospects to notice. Though they may not be distributed as freely as flyers, brochures are still a popular tool to use when making a sales pitch. You may also see examples of bi-fold brochure design.
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Types of Promotional Brochures
Just as there are many types of advertising channels to choose from, there are also different types of brochures that play a special role in business promotion. Being acquainted with the different types of brochures, as well as when to deploy them, can make a difference in marketing.
As an entity that aims to increase sales and revenue, knowing what type of brochure to use is vital to your success. To help you make smart marketing decisions, here are six common types of brochures that play an essential role in a brochure marketing campaign:
1. Leave-behinds
Based from its name, the function of this brochure type is quite self-explanatory. After making an inquiry, and having a thorough discussion regarding a given product or service with a sales rep, they often hand you a brochure to make that one last sales pitch.
Marketing is all about making a lasting impression. Sometimes, your charm and wit won’t be enough to convince a person about your company offerings. A brochure simply echoes every detail that you have already explained to a potential customer or client for them to ponder on even further. You may also see event brochure designs & examples.
2. Handouts
Trade shows don’t happen everyday, unless you’re willing to travel across different cities and countries just to take part in one every week. You won’t always have access to a physical location to conduct a marketing campaign, so handing out these brochures around public areas will be your best option.
Getting people to read your brochure, let alone take it, is a huge challenge for many marketers. This is why first impressions are of great value. You can pique one’s curiosity through a compelling cover page, and keep them engaged with high-quality content. This will prompt an individual to open the brochure and read its content, instead of dumping it in a nearby trash bin. You may also like You may also like examples of business brochure design.
3. Response to Inquiries
After successfully drawing attention towards your brand, you then need to maintain interest. This typically occurs once you have strongly appealed to customers, either through a billboard ad, a social marketing stunt, or even through a TV or radio commercial. With the first step completed, it’s now time to address possible questions and inquiries accordingly.
People who have already grown familiar with your brand are referred to as ‘qualified buyers’ or ‘warm prospects.’ These are the individuals that possess a level of interest in you that may be used to your advantage by hammering all your sales points into a good business brochure. This is possibly your last chance to finally convince customers to take action, so it would only be right to make a powerful move.
4. Direct Mail
Converting people into customers isn’t the easiest task out there. People with no current interest in what you’re selling are typically the most stubborn, making it difficult for marketers to break the ice.
So when using direct mail to reach a targeted audience, you must concentrate on every aspect of the brochure, including the envelope it comes in. Work on creating a brochure that is memorable enough to leave an impact on your prospects. Additionally, including a letter can make a huge difference to your cause. This should work alongside the brochure in an attempt to influence one’s buying decision. You may also check out advertising brochure examples.
5. Point-of-Purchase
Unlike a leave-behind, a point-of-purchase acts as a conversation starter. This type of brochure is usually placed at a location that is both convenient and visible to customers. It is designed to draw a person in and make them want to know more about a given product or service. Customers often encounter such brochure as they enter a store, a building, or a convention. You might be interested in travel brochure designs & examples.
Think of this as a movie trailer. But rather than telling people the whole story, it simply gives them a glimpse of what they could be missing out on. For it to open doors to possible conversations and business transactions, you need to make sure the brochure stands out. Pay close attention to the cover design and headlines, as these elements are bound to catch the eyes of customers first.
6. Sales Aid
Like a leave-behind, this type of brochure is handed out during or after an exchange has been made. The only difference is, this acts as a sales support tool that works hand-in-hand with what a salesperson has to say. A sales promotion brochure works as a secret weapon for a salesperson to relay information that had not been mentioned verbally due to time constraint or other possible factors.
This will help complement an individual’s pitch to build a stronger customer perception towards a respective business. This may also function as a leave-behind, but must be designed well enough to suit both purposes.
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How to Design an Effective Brochure
Crafting a stunning brochure design from scratch isn’t a walk in the park. It isn’t rocket science either, but many designers still fail to create a brochure that effectively communicates with an audience. You may also see examples of education brochure design.
So if you’re struggling to get by the first step of the design process, these useful tips are sure to give you a head start in the competition:
1. Know your purpose.
The first step to the design process is to know the purpose of the brochure. Start by asking a client or your boss why they need a brochure in the first place. Having a clear understanding of one’s objectives will help you determine what must be achieved. You may also like examples and techniques for designing food brochures.
2. Keep your audience in mind.
Creating a brochure with one’s own interests in mind is a common mistake committed by many graphic designers. When somebody opens your brochure, how do you want them to react? What do you want them to do? Never lose focus of the end goal. You must create a brochure that readers will respond to by creating a call to action that reflects your main purpose. You may also check out nonprofit brochure examples.
3. Observe proper use of fonts.
Fonts play a significant role in the readability of a particular text. Using one too many fonts on a single medium can appear messy and unorganized. The font type and size should also complement the brochure properly. If a person finds it difficult to read, they may feel discouraged to continue, or you may even end up sending the wrong message. Keep in mind that the font must also suit the theme of the said brochure. You might be interested in brochure examples in psd.
4. Use simple language.
Stick to simple statements. Avoid using deep, technical terms that may not be understood by the average person, unless completely necessary. If you want to convince people to buy your products, you need to guarantee clear communication. Typographic covers instead of thought-provoking images may also help you get a notion across.
5. Set pen to paper.
Sketching ideas prior to the actual design process is highly recommended for unsure design proposals. Begin by brainstorming various concepts that may apply. You can then experiment with different ideas to see which would fit the campaign best. This will ensure a smooth transition from the draft to the final product for a quick and successful production. You may also see fitness brochure designs & examples.
6. Include sharp images.
Exceptional quality photos always make a good impression. Not only does it add to the visual impact of the brochure, but it also makes it pleasurable to flick through. If a photoshoot goes beyond your basic budget, then you always have the option to use stock images instead. The great thing about photos is that it adds to the overall experience of the reader to make it worth one’s time. You may also like brochure designs & examples.
Despite the advertising wonders of the digital marketing age, brochures have managed to withstand the test of time as a powerful marketing tool. Its tactile nature is one of the reasons why it’s a go-to medium for many marketers. A well-crafted brochure has the ability to deliver a message to its desired reach efficiently and effectively.
If you ever find yourself contemplating whether to use a brochure or not, always remember that this has been a popular medium for many years, so why put an end to a practice that has generated positive outcomes for many businesses?
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