How you can design an effective brochure with limited spend
Marketing your business is sometimes costly — so what do you do if you have limited funds? What you want is something high in quality that attracts new customers and doesn’t make too much of a dent in your company finances.
If you want to promote your brand, advertise your services and attract more customers; why not design and launch your own budget-friendly brochure campaign? Read on for cost-effective, step-by-step tips…
Concise and exact
Firstly, think about what you want to include in your brochure — both images and copy. Adopt a friendly, but informative approach to writing content, and ensure only the best images are included. Your brochure must be accurate and exact if it is to be effective — don’t waste money on unnecessary reprinting because a mistake has slipped through the net! So, check all design and text for spelling mistakes, grammatical errors and general mishaps.
Include vital information only
Don’t be tempted to cram everything about your brand in your brochure — quality over quantity is key. Rambling sentences and stuffing the pages with unnecessary detail only confuses readers and looks unprofessional. So, keep it to the need-to-know information. This is good for budgeting too, as you can save money on fewer pages. Just remember to include your company logo, contact details and, of course, your key message/products/services. For an informal brochure, why not arrange your text in a quirky way to make your design pop and entice readers? If it’s clear, easy to read and fits comfortably, you can get as creative as you like.
Make it professional
A brochure can give your brand the professional look it needs to attract vital customers, so, granted that you don’t cut corners, it is worth the investment. Factors such as the size of your brochure and the amount of information can influence the way potential customers receive it, as well the overall cost. While it’s tempting to cram as many details on there as possible to save money, you don’t want to make your brochure look untidy. So, think of the essential information and what you really want to get across, then cut the rest.
Ensure you use quality paper
Another part of the overall, professional appeal will depend on the type of paper you use to print your brochure. Don’t worry if you know nothing about paper stock, you print company will be able to talk over your options.
However, make sure you decide on the paper type early in the process, as this will affect how much money you have left over. Ideally, every business would use the highest paper stock they can afford, but you should consider your audience and the purpose of the brochure before deciding. For an informal brochure, a thinner and less expensive paper stock is fine. But, if you’re targeting a high-end corporate conference, you might want to invest more money in a higher-quality paper stock to make the best impression.
Choose the ideal finish
When speaking to your print company, ask about your finish options — this is the cherry on the cake of your professional-looking brochure! The Scodix finish is available for companies who want to make their publication really stand out and generally has little effect on the cost, while casebound is quite expensive but delivers stunning quality. Alternatively, saddle-stitched brochures are a sleek way to present your corporate brochure to your audience, as they are generally finished with a gloss or silk lamination. Overall, PUR is an affordable, high-end binding option that is ideal for pitch documents and coffee table brochures.
Order the correct amount
This is the stage you could end up forking out a lot of cash, so be careful! When ordering how many brochures you want, remember that the more pages you request, the less you pay per brochure.
However, you won’t want to buy unnecessarily if they’re not going to be useful. So, it’s worth checking the price guides before you place an order to decide on a long run, medium run or short run. Generally, longer runs are best suited to handout brochures for events such as trade shows, since they’re more cost-effective. However, quick buy pricing guides allow you to make an informed decision without contacting the printing company directly.
Make it available in digital form!
Once you’ve ordered your brochures and they’re back from the printers, start sending them out and put them to work. You may also want to put your new brochure on the internet, so that your online audience to download it as a PDF at no additional cost to you or them. This way, you can have both printed brochures and e-brochures without spending extra!