Marketing brochures come in four main categories: point of sale, response, direct, and sales support. They are used to educate and attract customers, and can be distributed in various ways, including hard copies and electronic versions.
Marketing brochures are among the most common examples of marketing material used to educate, inform and attract customers by explaining the benefits and applications associated with using specific goods and services. Over time, several different types of marketing brochures were developed, each serving as a means of connecting with certain types of decision makers and prospects. While there are many different ways to categorize brochures, the most common method involves segregating brochures into four main categories.
One of the most common examples of marketing brochures is known as a point of sale brochure. This is simply a leaflet that is displayed and is readily available to anyone passing by. Brochures of this type are often seen in many outlets such as supermarkets and pharmacies. Banks will also use this type of brochure as a useful means of drawing attention to the services they offer by strategically placing a display of the small folded or folded brochures near teller and waiting areas in the bank. Even doctors’ offices can use this approach, allowing small displays of marketing flyers for books, discount medical plans, and similar products to be marketed to the people gathered in the doctor’s waiting room.
Response marketing brochures are another common example of this type of marketing tool. Sometimes called a response to inquiry brochures, these are simple pieces that are forwarded to anyone who has inquired about a specific good or service. Typically, this type of marketing material will contain information related to the nature of the inquiry, as well as other relevant information about the product and instructions on how to get more information or even place an order.
Direct marketing brochures are similar to response marketing brochures, but they are not targeted to customers based on the response to an inquiry registered by a potential customer. This type of general information flyer is typically used in a direct mail campaign targeting a certain demographic and is intended to provide information that may motivate recipients to request more specific information or possibly place an order. Distribution of this type of leaflet is usually accomplished using a mailing list and is easily one of the most common strategies in use today.
The fourth option for marketing brochures is the sales support brochure. This type of informational brochure is typically offered by sales teams to contacts who have transitioned from a lead to a prospect and are considered to be well on their way to becoming a customer. In many ways this type of brochure is similar to the others in that it provides general information. The main difference is that a sales support brochure typically includes documentation for the information discussed during the sales call, helping to reinforce the points made by the salesperson. Many brochures of this type also feature a slot that allows the salesperson to insert their business card into the brochure, making it easier for the potential customer to find the contact information later.
All types of marketing flyers can be used in various situations. Hard copies can be taken out on sales calls, left behind at retail locations, or handed out at a conference or seminar with relative ease. Along with hard copies, electronic versions of these brochures may be distributed via email marketing or in direct response to a customer inquiry.
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