Printing thousands of company brochures is typically, these days, a complete waste of time and money. Savvy prospects and customers expect suppliers to demonstrate a greater level of personal attention in return for their loyalty. You can achieve this in one of two ways.
Imaginative structure
Create a brochure that fires the imagination using different papers and finishes, unusual sizes, and makes use of creative fixings such as screw bindings or magnetic fasteners. Creating a range of smaller brochures with clearer messages is now much easier using low cost, short run techniques.
Personalisation
Modern print techniques allow you to completely personalise the entire content of a printed brochure including the text and the pictures – even the ‘call to action’ where you explain to the reader how to respond. If you hold any data about your prospects such as gender, age, location, product preferences, etc, the entire piece can be automatically tailored so it looks like it was written for just that one person – with often amazing results. We produced one highly targeted campaign recently, using exactly this method, that achieved a 60% response rate!
Digital printing
Digital printing quality is now almost indistinguishable from conventional litho printing but with much greater flexibility and at a fraction of the cost. Many companies now don’t hold stock of brochures but print personalised brochures ‘on demand’ as their prospects enquire.
Alternatively, a business can stock a small quantity of varied project sheets, technology summaries and product datasheets, together with generic covers, so that they can tailor each brochure themselves to the needs of each prospect.