Both online marketing and offline marketing are two independent ways that can work very well in a complementary way. And it is that, when both are combined, the result can be surprising, attracting a larger audience and achieving a considerable impact.
If you already have a digital presence, why not also work physically with printed elements, such as advertising brochures? Nothing is at odds here as long as there are coherent lines of action based on the corporate identity manual.
It seems that offline channels and traditional marketing are no longer fashionable. Because advertising on media such as television or through billboards is quite expensive. But this does not mean that there is no solution for all types of brands and businesses.
For this reason, we want to invite you to give the opportunity to other media, as in this case is the advertising brochure (triptych or diptych). Specifically, we are going to talk about:
What is a brochure for?
The functionality of a brochure is to transmit informative and/or advertising information about a company, product, service, or event. Due to its simplicity and clear design, this medium has become one of the most direct contact channels to transmit the message and value of the brand to users.
What is a brochure for? A creative brochure is the most direct medium that is mostly for advertising a company or showcasing the benefits of a particular product or service.
On the other hand, in addition to the advertising and promotional function, it has to publicize a specific offer. A brochure serves to:
Make more noise: Get a greater presence, publicizing your values, philosophy, and any other aspect that interests you.
Increase diffusion: It is a complementary way to other channels (online and offline), becoming one of the most direct and effective means.
Attract customers: A brand capable of capturing an attractive and beautiful design in a brochure with a message appropriate to its audience will attract customers in seconds.
Persuade in the purchase decision: A well-designed advertising brochure will speed up the purchase decision process through suitable and promising messages.
Typologies and characteristics of a brochure
After analyzing what an advertising brochure is for, we must analyze its structure in terms of design and message. For example, add attractive visual content to make reading more enjoyable, use eye-catching titles with a hook and explain the benefits well, using powerful copy.
Considering all this and the message you want to convey, the next step is to choose the best format that suits your needs. That is, choose between a flyer, diptych, or triptych in a different format (long, horizontal, polyptych, etc.). The possibilities are very wide in making a brochure.
Let’s see, below, the specific characteristics to make a diptych and a triptych, as well as other ideal formats to transmit your message to your target audience:
➽ Characteristics of a Diptych brochure
The process of how to make a diptych is not a complex task, but a series of aspects must be taken into account:
It has open measurements of 24 x 12 cm, and when folded, it measures 12 x 12 cm. It is a sheet of paper folded in half. It resembles a book.
The corporate elements of the company (logo, contact, or location map) are to the outer faces. On the inside faces, the entire content of the offer is shown.
Companies usually send it through letterboxing, mailing or postal mail, and advertising, especially when they want to highlight some important or extensive information.
➽ Characteristics of a Tri-fold brochure
Please remember these characteristics of a brochure of this format:
*It folds in three parts, so it can be folded like an accordion or in a wrap-around way. Open it measures 29.7 x 21 cm and closed 21 x 10 cm.
*It is structured on six sides and is used to inform about an event, promote a service or a product, and there are even some for an artistic purpose, to offer the user a good experience.
*The outer faces are used for the cover and the closing, just like the diptych.
*The interior pages are used to detail all the information, and between text and text, it is usually accompanied by some graphic or visual element to make reading more enjoyable (photos, fonts, labels, etc.).
➽ Leaflets or flyers
The main characteristics of a brochure type flyers or flyers are:
*It is a single sheet that can be printed on one side or on both. Its size is square or rectangular (A6, A5, 10 x 21 cm, and A4 maximum).
*It is the simplest and, therefore, cheapest format used for commercial campaigns.
*The paper used is usually glossy couché, although another option is matte, varnished, or laminated, among others.
➽ Quadriptych and polytypic
Quadriptychs are characterized by the following:
*They fold into 4 parts, so you can take advantage of 8 pages of content, and they are available in A3, A4, A5, A6, and A7 sizes.
*It goes deeper into a topic since there is more space to tell more details. It tends to be more like a catalog where you can see detailed information about different products or services.
In case we find ourselves with a brochure folded into more than 4 parts, we will call it polyptychs. From this, you should know that, having as a result so many faces, the information that we add has to be with care, in a structured and logical way so that the reader can finish his reading until the end.
How to make a creative brochure?
Making a brochure requires specific design knowledge. It is true that anyone can try and use an intuitive and easy-to-use design tool like the ones we will see below, but remember that you can always count on professional help.
Tips: To achieve an original and unique result with high-quality images and give an excellent brand image, you must bet on a coherent and creative design. And this not only involves working on the visual elements but also using the right typography or powerful copy to impact the message.
➽ Creative process to make an advertising brochure
This is the step by step to follow that includes making an advertising brochure:
1. Definition of the purpose of the brochure
If you intend to leave your brochure at a point of sale, where you know for a fact that your potential client is going to have it in their hands, then your design will follow a certain design (it will depend on the funnel in which your potential client is ).
Therefore, depending on the funnel your client is in (they don’t know your brand, they know what you sell, they show interest through contact by email or other means, etc.), you will have to add some elements or others.
If someone contacts you by email and he likes one of your products, your creative brochure should focus on that specific target, with information that interests them.
2. Identify the elements to include
Add identification elements so that the user can quickly recognize you. These are the logo and the slogan. In addition to the elements of design and corporate identity, you must assess which characteristics to highlight in your products or services.
For example: If you are going to highlight five benefits, you will need a space to introduce the intro and five more spaces to explain each potential benefit (and more spaces in case you want to explain something with images).
Other striking elements:
*Visual elements (infographics, text with images, graphics, geometric figures.)
*List of benefits (with bullet points).
*Different fonts and text boxes.
*Calls to action (in the contact data, for example).
3. Create multiple mockups
Step 3 is to ask a designer to help you design an outline of the brochure. However, you can also make the sketches yourself with the design programs that we mention in the next section.
Tip: This sketch will help you to have a clearer vision of which structure will work best.
4. Design the content
The last step in the creative process of a brochure is the creation of the content. And this, in addition to the copy, refers to the proper selection of typography, the colors we use, the visual resources we integrate, or the use of an orderly grid where the information is clear and structured.
➽ Programs to make brochures online
These are the design programs to make online brochures that we recommend without the need to be a design expert:
Canva
Piktochart
Picmonkey
Adobe Spark
Crello
Venngage
All of these online brochure maker programs are intuitive and easy to use. In addition, they all offer a free version so you can get hold of their editor and if you like it, contract the premium version with more advanced options that will allow you to do more cool and creative things.
Conclusion
Offline marketing plays a fundamental and complementary role to online marketing. But to make offline marketing work, it must be consistent with online marketing. Coherence is to do with the design, the message, and, of course, the objectives of the advertising campaign. Have you ever used a program to make online advertising brochures? Do share with us.
