In an increasingly paperless online world, print promotional material may seem endangered to many, but there are several reasons why your organization should offer brochures. If you’re considering discontinuing them — or already have — you should probably reconsider.

You Can’t Reach Everyone Electronically

Why does anyone discontinue collateral marketing materials? Because it’s 2013. We have the internet, email, and social media — who needs a piece of paper? Although a vast majority of Americans use the internet, not everyone does, and that “not everyone” may be interested in your product and your brochure.

What about social media? Print marketing is no longer needed because everyone is on Facebook, right? No, they’re not. For example, 4,827,532 business owners, age 55-64, responded to the 2007 US Census. Overall, that age group only makes up 4.6% of Facebook users in the U.S.A. — a little over 10 million users. At the same time, there are 22 million Americans, aged 55-64. In other words, about one half of this group are NOT on Facebook. And that’s only one example. While these resources are dated, the point is, there are gaps in every demographic for every social media network. You cannot reach every possible prospect through the interwebs.

Appealing to Multiple Senses

OK, what if your target audience is connected, and they want information sent electronically. Great, send it to them, but be ready with printed material to put in their hand on a sales call, during a presentation, or while attending a trade show. Occasionally, a mailer may be effective as well. There are businesses that still successfully market through direct mail.

The bottom line — even if your prospect has connected with you electronically, most people respond positively to something in their hand — something they can contextually “feel.” A brochure, pamphlet, or one-pager may connect with a prospect in ways other media can’t. Why not use every tool available to spotlight your products? A well-designed, informative print piece may mean the difference between adding a new client or losing the opportunity to serve them.

Do you still use brochures? If so, how and where do you use them? Please share your ideas.

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