Not all companies have a massive marketing budget to blow – but you don’t need stacks of cash for your marketing strategy to be successful. You just need to know which technique is best for your company, as well as how to embrace that strategy on a budget.
One method which small businesses needn’t miss out on is brochure marketing – yes, it can be expensive, but there are ways to produce a professional brochure with your message, without breaking the bank. Specialists in perfect bound brochure printing, Where The Trade Buys, explain how you can produce brochures that are still beautiful and an effective marketing strategy for your company on a budget.
Designing your brochure
There are a few tips to keep in mind to ensure you keep your costs down but still achieve a professional finish that was worth your investment – there’s no reason why smaller companies need to miss out on this strategy.
Without blowing stacks of cash, you can still achieve a professional finish on your brochure. This can be achieved through a number of factors. The size of your brochure and the way it is finished can influence the way it is received, and of course the cost. Whilst it is tempting to cram as much information onto fewer pages to save money, you don’t want to make your brochure look unprofessional.
Depending on your target audience, the paper stock will also affect the cost. Of course, in an ideal world, every business would use the highest paper stock they can afford, but you should consider who you’re a designing the brochure for and what the purpose of the brochure is before making a decision. For an informal brochure, a thinner and cheaper paper stock is the better option – but if you are targeting a high-end corporate conference, you’ll want to invest a bit more money in a better paper stock.
The finish of your brochure, again, depends on who your target audience. Saddle stitched brochures are a sleek way to present your corporate brochure or catalogue to your audience, as they are generally finished with a gloss or silk lamination. The Scodix finish is available for companies who want to make their publication stand out and generally has a minimal difference to the cost. Case bound can be quite expensive, but is the crème-de-la-crème when it comes to top quality. If you have the budget to pull out all of the stops, then case bound is the option to go for. However, PUR is a high-end binding option that is more affordable than case bound – this finish is ideal for pitch documents and coffee table brochures.
The accuracy of your brochure can save you a lot of time and money! You don’t want to waste money on unnecessary reprinting because a mistake has slipped through the net. Make sure all design and text have gone through thorough quality checks for spelling mistakes, grammatical errors and just general mishaps. Check, check and check again that everything is correct.
2. Need-to-know information
Less is often more! Keep it simple, on a need-to-know basis – you don’t want to confuse the reader with too much information. Text should be clear and concise, including all the need-to-know information. This is good for budgeting, as you will save money on fewer pages. But remember to include your company logo, contact details and, of course, your key message – without these your marketing campaign will be a flop.
For an informal brochure, you can arrange your text in a quirky way to make your design pop. The design is down to you – but remember it needs to remain clear to read and fit on the pages correctly.
When it comes to printing your brochures, think realistically about how many copies you are likely to need. Although the more copies you request, the less you pay per copy, you don’t want to pay for copies that will be sat around the office catching dust. It is worth checking the price guides before you place an order to consider if a long run, medium run or short run will be the most cost-effective. Quick buy pricing guides allow you to make an informed decision without contacting the printing company directly – cutting out the middle man.
Generally, longer runs are most suited for handing out brochures at events such as trade shows because they are more cost-effective.
4. Free platforms
You can go down two routes with your brochure, whilst most brochures will be printed out and used as print marketing – you might want to consider making your brochure available on digital platforms to allow your audience to download it as a PDF for no additional cost. This way you can have both printed brochures and e-brochures.