Can you remember a time when a brochure captured your attention?
The answer to that question is most likely no. If you’re like most people, you probably use brochures more often as coffee coasters than as actual reading material. So the question remains: Why are companies continuing to use brochures?
Brochures stuffed with product or service literature used to be the standard for any sales team, and many businesses are still using marketing techniques that were effective 10 years ago but are irrelevant today. Today’s customers are saturated with data and literature, and a brochure simply will not cut through the noise. Your informative sales tools should capture a customer’s attention, engage them in direct action, and make them seriously consider your services. If you have one chance to inform and attract a client, brochures will not do the trick. Marketing tools such as professional grade sample kits and a dynamic website are more effective ways to inform and impress customers. Here are 4 reasons why:
1. Sample kits can provide all of the information a brochure can, but in a more professional, functional, and enticing way. Each component of a sample kit can speak to your customer directly. From the color of the kit to the presentation design, a professionally designed sample kit reinforces your brand and makes your product real and applicable to individual clients. Sample kits can be interactive, allowing customers to gain insight into your process and your offerings. Potential clients need to make the connection between your business offerings and their direct needs. A well designed sample kit can do exactly that by creatively introducing samples of your product and informing clients about the many facets of your offerings.
2. Brochures can only talk; sales kits can show. Simply listing your product offerings and reviews does nothing to etch your company into the mind of customers. To really stand out, you need to make your product visible and memorable with good design and tangible material. For example, interior designers might include a variety of color schemes and pattern pairings for clients to mix and match, while a design company could advertise a new medical product with a sales kit that demonstrates the use and effectiveness of the product. Making your product tangible is making your product memorable.
3. Sample kits can draw customers to your website. If you can arouse interest in a potential customer via your sample kit, they are more likely to visit your website where you can offer even more specific and client catered information. Your website can provide free (and printable) special reports, videos, white papers, infographics, webinars, spreadsheets, and product summaries – the possibilities are endless. If the goal of a sample kit is to inform and entice, ultimately directing customers to your website will speed up important information sharing, ultimately streamlining the sales process.
4. Sales kits offer long term solutions, not short term fixes. The beauty of a well designed sales kit is that it has a higher rate of return than disposable tools like brochures. In the marketing world, quality sales tools can speak volumes. While skimping on sales tools might boost your monthly budget, it can severely harm your long term profits. Sample kits may be more money upfront, but they can ultimately cost less and produce better results. Think about your sample kit as an investment: A better investment usually means a better long term payoff. With better sales tools, your business can more creatively highlight it’s offerings and benefits, resulting in the attracting and keeping of more clients.
Rethink the long term effect of brochures. To survive and thrive in a competitive business environment, focus on improving your sales presentation through sample kits and other creative tools. More clear and engaging information means happier customers and better business.