Positioning Your Brochure for Optimized Exposure
Brochures are designed for instant and tangible delivery of your marketing communications. Brochures are ideally positioned to assist your building of a strong customer base. This begins with a locally focused marketing strategy. Depending on your business, going bigger and extending your brand across several communities (or nationally) can be beneficial. However, this isn’t always a possibility if you own a smaller sized business with a local focus. If you forget to market to your community, your community can’t help you spread the word. This is where brochures can come in handy as part of your overall marketing mix.
While online marketing is becoming increasingly popular, the best way to reach your local audience is with marketing materials you can touch, hold, and hand-out. Materials like an interactive, detailed, and professionally designed half-fold or trifold brochure. But before you even begin creating your brochure you will need to choose an effective local marketing strategy.
Face-to-Face and Leave Behind
Creating long-lasting relationships with your neighboring businesses can be a key to your success. Take the time to get to know the businesses in your area. When you make a connection with them see if they would be interested in leaving some of their business cards or brochures on your front desk or entrance area. Then, in exchange if you can leave the same in their location. Be sure to find a complementing – or even opposite non-competing – type of business. Making connections like these with a local business is a great way to boost your brand’s exposure and credibility.
The stronger your company’s presence is locally, the better chance your brand will become recognizable on a community level. Of course, building a local presence and a memorable brand can be successfully accomplished using direct mail. But, because you’re in the neighbourhood, don’t forget about local events or the customers walking in your doors. You can leverage brochures in your lobby, at special events, neighbouring businesses, and even prospects that pass by? You interact with people and businesses every day, so why not let them get to know you and your business a bit better. Hand out your brochures and share your brand. Chances are they will remember their experience and your company. And, now they have a tangible reminder which also solidifies the imprint in their minds bout your business. Knowing you and your business is a start and it moves down the funnel increasing the likelihood of them becoming customers.
Target Your Perfect Customers
As technology advances every day, so do the options to target certain audiences. One of the tried-and-true ways to market locally is by creating a list (possibly to be mailed, called, digitally targeted or otherwise) consisting of people or businesses who matter the most to your business. And are geographically positioned near your business. Give everyone within a certain radius news about who you are and what you offer. For example, say you are looking to promote your restaurant grand opening, you could send out a brochure highlighting key information about menu and location.
Mail them
We’ve mentioned above that direct mail is a perfect tactic to get your brochures out there. You can leverage Canada Post to reach every home or business in a certain radius. Neighbourhood Mail (Unaddressed) allows your printed brochure to be in the hands of your closest potential clients or customers. Did you know the average consumer won’t travel more than 20 minutes to eat out, shop, or visit a place? In fact, the closer they are to a place, the more likely they are to visit it.
People receive over 150 emails or digital messages daily while only receiving on average 15-20 mail pieces each week. You can use this exclusivity to cut through the digital noise and get your message across economically. Direct mailing your brochures is an affordable way to reach a large audience, easily and efficiently making it the perfect tactic, particularly if your company is just starting out. To make this happen, simply choose the size and prepare your design for your brochure mailers in accordance with Canada Post guidelines and then choose your letter carrier routes or postal codes. Canada Post has tools allowing you to can also target certain demographics within your chosen carrier routes.
Mine Your Business
We mentioned reaching out to a targeted audience near your business’ location. Depending on your business, reaching individuals who surround their ideal customers can be a gold mine for your business. Mining your own customer addresses and reaching out to their neighbours via hand-delivered or mailed brochures is made easier due to the credibility of them physically being able to see the merits of your work. This is particularly successful for visible outdoor service companies such as painters and landscapers. If you already have customers that live or do business at 123 Any Street, then the likelihood is that those living or doing business at neighbouring 125 and 121 might also have need for your goods or services. Choose a certain radius that surround your existing customer address and target accordingly. Send them a brochure marketing that you just did business at their neighbour’s home and you have a special offer for them!
Post Press
At Minuteman Press Calgary Shepard, we offer favourable prices on high-quality brochure printing. We are also experts in designing for Canada Post guidelines in targeting, size and quality specifics and mail preparation. We offer marketing solutions to fit any of your local marketing goals! Click here to contact us to get started on your multi-faceted brochure campaign today!