Do hardcopy leaflets and brochures still work

on Thursday, 09 November 2017.

In the age of an exploding era of digital original catalogues and leaflets may seem out of place and outdated, on the contrary they still have their place in marketing. Hard copy marketing is expensive for mass campaigns hence people tend to target customers using digital mediums, what this means is people receive less hardcopy marketing literature therefore they are more likely to read what they do get.

Instead of traditional marketing literature being sidetracked it is now part of the marketing mix and many companies still find it extremely effective. The effectiveness largely comes down to how well the messages crafted and the target market.

There is a word of caution that if you have a low margin product it may not support the cost of hardcopy medium, reserve traditional printed media for only the very best and most targeted messages that are likely to bring the highest return on investment and use it with your digital marketing strategy to maximise the benefit of all channels.

Set a goal

Start your marketing project with a goal, for instance ‘sell 50 widgets’

Set your KPIs to monitor if you have achieved your goal

Next you should set your KPIs to monitor if you have achieved your goal. These don’t have to be monetary, it could be related to quantity of website visits to a certain page or number of enquiries about a set product or service.

Identify your target audience

You should then identify your target audience and how you can get the message to them. This can be one of the most tricky tasks of the hot strategy but we found this useful article on defining your target market.

Create the message

Create a powerful resonating marketing message. You can find an interesting article on Creating a Winning Marketing Message from BusinessKnowHow.

Get started

The next thing is to action the strategy, be aware on some channels there may be a time like before they can be implemented. For instance hardcopy material will take anything from a few days to a few weeks to be printed.

Measure and analyse

Finally you need to measure and analyse.

The cool thing about printed marketing material is many of the same principles apply as digital.

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