Depending on your demographic profile, you may or may not be too familiar with the traditional marketing brochure.
Before the onset of digital marketing and social media, the marketing brochure was king in the financial services industry. Marketers usually created brochures to promote products like mutual funds or the latest life insurance innovation.
Typically eight to 12 pages and packed with information, detailed charts and comprehensive explanations about a product or service, the weighty brochure was the centrepiece of many marketing campaigns.
That was then and this is now
Fast-forward to today and the traditional brochure is more of a curiosity or relic than a staple of marketing plans. Who has the time or interest to slog through a massive document?
The traditional brochure is more of a curiosity or relic than a staple of marketing plans.
But, before you summarily dismiss the brochure, consider a few ways it has transformed to remain relevant:
Most brochures are now digital, though paper still has its place at times (with or without glossy covers, premium paper stock, etc.) and won’t disappear altogether. That said, the trend towards digital (particularly mobile-friendly) content continues to gain strength.
In the digital world, brochures are deconstructed into content that’s more easily consumed. These chunks are perfect for social media as well. Throw in a short quiz or some polling questions and the piece becomes more interactive.
Deconstruct the brochure and chunk it out into content that’s more easily consumed.
Since most brochures are now shorter, marketers have found other means to deliver the information they need to tell a compelling story.
Why devote a page to copy when an audio or video clip, or even an infographic, will do the trick? Linking to relevant material allows the motivated reader to explore the topic in more depth, with less disruption to the brochure’s flow.
4. (Less) Detail
There’s logic behind less-detailed brochures. The brochure should support the sales team – not make the sale!
It’s a handy tool for the sales team when broaching an important topic, starting a conversation and reinforcing their value while building relationships. Today’s brochure doesn’t tell the whole story; it teases out key points and helps drive the sales process.
Today’s brochure doesn’t tell the whole story; it teases out key points and helps drive the sales process.
So, the marketing brochure still has a place in financial services.
It’s evolved with the times, of course, but remains an effective, targeted way to promote important products, services, people or concepts.
Need some help creating impactful brochures that can help deliver business results? Contact us at 416.925.1700, 844.243.1830 or firstname.lastname@example.org.