The use of printed brochures has lost traction as environmental concerns have risen. However, paper made from sustainable plantations and recycling initiatives have reduced the environmental impact of the manufacturing process. An often overlooked feature of printed materials that can balance the effort to create the materials is the longevity of well-written printed materials and the fact that the same item can be viewed repeatedly in the time it is used by the consumer.
Printed materials can also be easier to browse, have a tactile feel that conveys quality and often generate higher-brand recall than digital assets, so can potentially deliver a greater impact than what is achieved from multiple digital ads. Also, if you sell products where the consumer’s decision process requires longer timeframes and more consideration then providing materials that will be kept and referred to multiple times can help to keep your brand in the mix for the sale.
Determining What Information You Need To Convey To Create The Right Handout Or Promotional Material
Getting value from your printed materials requires having clear objectives that you want to achieve and a sense of what information the customer needs to know to make a good decision. Ask yourself questions like:
- What information about your product do your customers frequently not know or understand properly?
- What are the 3 most important product attributes that determine if a customer will buy from you or choose a competitor?
- Do you have products that you want to sell more of but that customers don’t know about?
- What are common downsides that customers experience after buying competitor’s products?
- Do you have an offer or a call to action that you can include in the brochure to bring your customer back when they read the material again?
- Does your store run seasonal promotions at various times of the year that create deadlines for customers to act?
- Is there a particular product that you want to prominently promote more than others?
- Can you educate customers about extra products that go with the main purchase that will generate extra sales over time?
Pick Your Display Points Around Your Store To Work The Fittings You Need
With the right information in the right place you can capture prospective customers, retain their interest and increase your chances of a sale. Picking the right display points for your brochures or flyers can be determined by a number of factors such as placement near key products, checkouts or in a noticeable position that make customers walk through your store in a certain direction to get to the materials. Once your determine these positions then choosing the right shop fittings or slatwall accessories to display the materials becomes easier.
Advanced Display Systems provides a wide range of products such as slat wall fittings, brochure stands, banners, and sign holders. With the right display accessories combined carefully prepared printed materials you can achieve an integrated approach to your sales and marketing that supports the customer’s decision process and keeps them engaged as a potential sale.
For more information click here to see our range of slatwall brochure accessories and poster display systems.
