In a saturated and competitive digital marketing environment, a growing number of brands are investing in high-quality print marketing materials, such as brochures, booklets, leaflets, newsletters, posters, business cards and more. But why should you print a brochure specifically? In this article, we will explain why brochures are a cost-efficient way to supercharge your marketing plan.
How Are Brochures Cost-Efficient?
Unfortunately for brands, digital ads are getting more expensive. One study even found that the average digital marketing campaign cost between £1,000 to £8,000 per month! For lots of brands, especially smaller businesses, this sum is simply unsustainable. As a result, companies are turning to printed marketing materials such as brochures. Brochures are cost-efficient for several reasons:
Limited competition in cost
Unlike expensive digital ads, brochures do not compete in terms of cost. For example, suppose you want your website to rank for a specific keyword. In that case, you’ll have to shell out a lot of money to rank for that keyword, especially if several other websites try to rank for the same one. As you can imagine, costs quickly start to climb. Plus, the cost-per-click varies depending on which platform you use. For example, the cost-per-click is much higher on LinkedIn compared to Facebook or Instagram. Brochures, on the other hand, cost a fixed amount per copy.
Bulk order discount
You will also benefit from economies of scale if you get enough copies printed. Brochures cost less per copy if you order them in bulk—the more copies you order, the less each one costs.
Longevity
If the content of your brochure is not time-bound, you can distribute them over a period of months in different settings. For example, you could hand them out at trade shows or conferences or leave them in public spaces with plenty of footfall where they’ll be picked up by consumers.
If your aim is to maximise your brochure’s reach and exposure, make sure that the content inside is evergreen. For example, the brochure could include a general overview of your business, with pages explaining your products and services in more detail. Another great way to get consumers interested in your offering is to include real-life case studies, where you show consumers what you did for past customers and how it impacted them.
How To Print A Brochure
Printing a high-quality brochure has never been easier. There are dozens of excellent printing services operating today, many of which offer instant quotes online and fast delivery times. Once you’ve selected the most suitable printing company, you will need to let them know your brochure specifications before they can start the printing process.
Number of copies
First, you’ll be asked to choose the number of brochure copies. Remember that the more brochure copies you order, the cheaper each copy will be.
Colour
Next, you’ll be asked if you would like your brochure printed in colour or greyscale. While greyscale is typically cheaper, most will ask for their brochures to be printed in colour.
Size
Then you’ll be asked what size you’d like your brochure to be. Most printing companies will offer a wide selection of sizes, including but not limited to A4, A5, A5 Long, A6, 120mm x 120mm, 148mm x 148mm and many more. In addition, some printing services will allow you to have your brochure printed in a custom size.
Orientation
Next, you’ll choose an orientation for your brochure: landscape or portrait.
Paper type
Once you’ve chosen the brochure’s orientation, you’ll be asked to choose the type of paper. Most printing services offer silk, gloss, uncoated, recycled and natural paper, but other options may also be available. The most suitable paper type will depend on the elements of your brochure. For example, if your brochure is mostly high-quality imagery, you might opt for gloss paper as it provides excellent print reproduction and colours appear vibrant. However, if your brochure is made up of equal parts text and imagery, silk paper might be a better option.
Paper weight
Next, you will be asked to choose the paper weight of your brochure’s cover and interior pages. The most suitable paper weight for a brochure cover is around 200 GSM, while the interior pages should be somewhere between 130 GSM and 170 GSM, as thicker pages are less prone to ripping.
Brochure binding
Finally, you must choose how you would like your brochure to be bound. There are several options to choose from, including staple binding, perfect binding and wiro binding. Generally, the best option for brochures is staple binding, as it is cost-efficient yet durable. Alternatively, consider perfect binding if you want your brochure to have a sleek, polished feel. However, if you’re willing to spend a little more of your budget and you want your brochures to last as long as possible, consider wiro binding.
