How do you create a marketing campaign that makes your brand look professional without spending your entire budget? As a print marketing format, brochures deliver a sleek, professional and personal vibe that works to attract attention and boost brand awareness.
But, designing your own budget-friendly brochure form scratch isn’t always easy. Here, we’ve put together a step-by-step guide on creating and launching a brochure when funds are limited…
Write concise, accurate and useful copy
Sit down with your marketing team and decide what the objective of your brochure is — what do you want to say? When you’re writing text, try to make it friendly and personal, while still being professional and informative. Remember to include your company logo, contact details and, of course, your key message/products/services. For an informal brochure, why not arrange your text in a quirky way to make your design pop and entice readers? If it’s clear, easy to read and fits comfortably, you can get as creative as you like and boost chances of engagement.
Plan the layout
Other options of print marketing, like offset book printing, give you greater space for including more imagery and text. However, the beauty of a brochure is that it’s compact, to the point, and great for snappy, advertorial content. Rambling sentences and stuffing the pages with unnecessary detail only confuses readers and looks unprofessional. So, include need-to-know information only. This is good for budgeting too, as you can save money on fewer pages.
Your brochure must be accurate and exact if it is to be effective — don’t waste money on unnecessary reprinting because a mistake has slipped through the net! So, check all design and text for spelling mistakes, grammatical errors and general mishaps.
Give it a professional look
Your brochure can mean the difference between attracting a new customer or turning away from your brand for good — so make sure it’s professionally done. Factors such as the size of your brochure, the finish, the language tone, and the amount of information can influence the way potential customers receive it, as well the overall cost.
Choose the best paper
Once the copy and imagery has been completed and collected, you need to think about which paper type you wish to use — there are plenty to choose from! Don’t worry if you know nothing about paper stock, you print company will be able to talk over your options.
Ideally, using the highest paper stock is best, however, this costs money. Try not to worry if you can’t afford the best, it’s more important that the content and layout is on point to a customer.
Select your favourite finish
After you’ve made a paper decision, it’s time to determine which finish you’ll have for your brochure. Casebound is quite expensive but delivers stunning quality, while the Scodix finish is available for companies who want to make their publication really stand out and generally has little effect on the cost. Alternatively, saddle-stitched brochures are a sleek way to present your corporate brochure to your audience, as they are generally finished with a gloss or silk lamination. Overall, PUR is an affordable, high-end binding option that is ideal for pitch documents and coffee table brochures.
Make sure you get the right order quantity
At this point in the budget-brochure process, you could trip up and spend unnecessary cash if you don’t request the right order number for your brand. Ordering in bulk is cost-effective, but not if they’re not used. So, it’s worth checking the price guides before you place an order to decide on a long run, medium run or short run. Generally, longer runs are best suited to handout brochures for events such as trade shows, since they’re more cost-effective.
Why not digitalise it?
As soon as your brochure order returns from the printer, start putting them to use! Why not put it online, too? That way, your online audience can download it as a PDF at no additional cost to you or them.
If you’re considering a brochure marketing campaign, simply follow the above tips to ensure you cut costs when possible.