You might assume that the rise of the internet and social media advertising has delivered a death blow to print marketing. However, this simply isn’t the case. Businesses worldwide continue to use booklets to market their products and services to their target audiences, and they work wonders if done correctly!
Why Use Booklets in Your Next Marketing Campaign?
Booklets are a great way for businesses across various industries to showcase their products and services, create a connection with consumers, improve brand recall and return on investment.
Showcase visual products
Booklets are a great way to showcase products in a visually appealing way. If consumers can clearly picture what your product looks like, they may feel more compelled to buy it. For example, if you sell furniture, creating a booklet showcasing your furniture in aesthetically pleasing spaces will allow readers to imagine what that item of furniture would look like in their home. Then, if they like what they see, they might make a purchase!
Create a connection
Booklets give customers a tangible connection to your business. Instead of digesting information from a screen, customers hold a sleek booklet that communicates your marketing messages to them directly. In fact, several studies found that printed marketing materials are easier to digest than digital media, meaning customers feel a stronger connection to printed media.
Improve brand recall
If your business is going to expand its customer base, you must find ways to improve brand recall. For example, if you sell clothing, you want consumers to think of your business when they decide to buy a new pair of jeans. By effectively distributing printed marketing materials to the right audiences, you increase the likelihood that consumers recall your brand when they need to purchase a certain product or service. An eye-catching brochure will get your brand in front of your target audience and increase awareness of your business.
Booklets are a cost-effective way to market your products and services. Unfortunately, digital marketing costs continue to climb as the market becomes ever more competitive. In contrast, booklets cost a fixed price, and businesses can benefit from a bulk order discount when they order enough booklets.
Plan and Launch a Booklet Marketing Campaign
We’ve determined that a booklet marketing campaign is a worthwhile venture. But how do you successfully execute a good booklet marketing campaign?
Set an Objective
First and foremost, you must set an objective for the campaign. For example, are you hoping to generate more leads and sales? Or is your goal to increase brand awareness and recall? Once you’ve determined your overall objective, you should hone in and be more specific. For example, if you decide that the goal is to boost sales, how many sales are you hoping to make from a certain number of booklets? Setting clear goals will help you measure whether the campaign was successful.
Set a Budget
Next, you need to decide on the booklet campaign budget. Spend some time thinking about all the costs you need to cover. For example, who is designing your booklet? Will someone design it in-house, or do you need to hire an external graphic designer? How much will booklet printing cost? Do you need to pay for postage or packaging? Estimating costs will help you set a reasonably accurate budget.
Decide on a Key Theme
After you’ve set your main objective and determined the budget for the campaign, you need to decide on the key theme of your booklet. For example, are you going to produce a product catalog? Or would you like the booklet to be a general guide about your business? If possible, try to develop a creative theme that sets your business apart from the competition. The more creative the theme, the more likely a consumer will pick up your booklet out of curiosity.
Write Engaging Copy
If you are writing the booklet copy yourself, you need to make sure that you are writing in a way that engages your target audience. The copy should be concise, communicating your marketing messages clearly in paragraphs to separate big blocks of text. Most importantly, you must include calls to action. You need to tell your reader what to do after reading the booklet. Do you want them to visit your website or attend your upcoming event? A clear call to action will encourage readers to interact with your business rather than simply place your booklet down without taking any further action.
Produce a Compelling Design
Finally, an eye-catching design will encourage people to read your booklet. The booklet design should be functional to ensure your main marketing message does not get lost. Use strong headings, separate text into paragraphs, use contrasting colors and include plenty of white space to break the booklet up. You don’t want to overwhelm your reader with too much content in too small an area.