What makes an effective brochure?

The change to how Royal Mail charged for us to post out mail has had a large effect on the chosen formats for brochures as many clients choose to get within the small letter dimensions, effectively A5 and under 100 grams. This and the growth of email as a chosen marketing channel, and recessionary pressure, has meant that consumers and b2b clients are not seeing the creative level of formats and materials they would have a few years ago.

This is actually the opportunity, as bucking the trend and using the larger formats and more creative materials can lead to a much greater ROI as customers appreciate and respond to the impact from more creative pieces that really sell the products and services with size and material creating a real statement.

This then leads to segmentation of your audience, as you may not want to send a more expensive format to all your database, you may also want to consider this as a lower quantity give away at shows and exhibitions.

Yes it does cost more to send out, but if enquiries and response from your play it safe brochures and leaflets are getting lost in the small letter fog, then it may be worth taking a risk?