The key to successfully building a great brochure marketing campaign is customization. By creating several separate customized brochures for each market, your prospects can gain knowledge while also seeing how they can be directly involved with your business.
Below are three types of brochure markets that might be used when creating customized brochures.
Employees/New Hires – Creating company information that is specifically targeted to internal staff both new and old can help reinforce company culture, and also help build an image of sincerity. Employees will feel more involved and will also be able to see how the company caters to its employees’ needs. These can then be used in HR purposes as well as career fairs that might attract future employees.
Media – Brochures that are specifically made for the media help clearly convey messaging and help you reinforce your company’s image to the public. When creating these brochures, consider how you would like your company portrayed in the media. Then write directly to that messaging. This will help the reporter when he or she constructs the article, and will help you publicly build your brand image. Don’t forget though, reporters are usually working under tight deadlines, so try and make these brochures easy to reader and as concise as possible using bullets. This will give you higher likelihood of a clear and descriptive article.
General consumers – This is a broad group. So if you have a very niche demographic of customers, creating one brochure for the consumer should suffice. However, if you’re looking to expand into other demographics, consider making a brochure that speaks to each target. Creating a brochure that is made for each helps convey your message in the manner to which they can easily digest the information and make them more apt to listening to your message. Consider changing text, colors and format for each target, and alter it to see what they would most likely read.
Brochures that are targeted tend to be the most effective, so see how you can customize your brochure to easily speak to each demographic. Also try to think of different ways to peak interest using different shapes and colors that speak to each target.