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professional services marketing

Are printed publications passé?

Posted by Shelley Garcia-Webb on Thu, Jun 11, 2015

Printed publicationsLast week a client asked if we were able to help produce a ‘digital’ brochure. Due to budget constraints, they weren’t able to print the publication. Over the last ten years the marketing landscape has changed. There has been a strong shift to digital communication methods that has left many firms questioning investment into their printed counterparts.

Budgets are often very tight and so it’s definitely a question worth asking, especially when digital marketing is so cost-effective. Findings from the 2015 Econsultancy Email Marketing Industry Census revealed that marketers claim that email marketing delivers the best return on investment (ROI).

But not only are annual reports, magazines and brochures a marketing requirement … they’re also an expectation. Customers who are considering engaging with your firm expect something tangible.

If a potential customer comes to you requesting a brochure, you can bet they’ve already spent a lot of time researching your organisation online. If you plan to simply refer prospects to a document on your website, this could be seen as dismissive. You also lose the opportunity to enter a conversation with potential customers.

Successful marketing communication tools tell your brand story through experiences and celebrate the successes and achievements of your firm. They reveal the assets and strengths of your brand and validate a customer’s decision to place their trust in your organisation.

When considering your printed marketing material, it’s essential to first consider what brand impression that publication is making. It’s all in the message — not just carefully crafted words, but pictures that tell a story and a beautifully produced document that aligns with the quality of your service or product that you claim to provide your customers.

Here are three tips to help you produce printed publications that will make an enduring brand impression.

  1. Tell your story — design and write your brochures and publications so that prospective clients can experience your firm. Showcasing positive client experiences will set your firm apart.

  2. Invest in professional imagery — the importance of professional photos cannot be underestimated. Pictures tell your story even more effectively than content and, done well, they can leave a lasting impression.

  3. Consider your target audience — while this might seem blatantly obvious, it’s an important point to make. Knowing who your prospects are; what their concerns and barriers to purchase are; as well as what motivates them to buy is key in being able to craft messages that address the needs of potential customers and position your firm as the right choice for them.

Here are some more blogs about producing visual identity which may be of interest to you.

If you’d like some help producing your printed publications download our free ebook: How a visual identity program can build your business.

Visual Identity Program

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This blog was written by Shelley Garcia-Webb

As a Senior Account Manager, Shelley oversees the corporate communications for a large portfolio of clients. She has a strong reputation as a dedicated marketing professional with a keen eye for detail. When she’s not writing creative copy or juggling multiple projects she can be found obsessing about food, dreaming about outdoor adventures and travel and dancing to live music … especially The Cat Empire.


Topics: imageseven, Communication, Marcom, Visual identity, Professional services marketing, PSM, Brochures