I started work on a lovely glossy brochure design this week . The client is a travel company that has traditionally relied on print based marketing but every year they wonder if glossy brochures still work, or has digital marketing killed the power of print?
I think this brochure is a good example of there is still life in print design yet. The brochure is relatively expensive to have designed, printed and posted to all of their mailing list and a big investment for them. Every year they wonder if producing an online only digital flipbook version would be a better investment. I think a physical brochure is an excellent investment and a crucial form of marketing for them and almost all of my clients with a good quality and checked mailing list.
The problem with email marketing is the lifespan of the campaign. Emails with links in are quickly lost, deleted or forgotten and it’s not easy to read large amounts of information online. The physical brochure is becoming more important for this client, their other competitors have stopped producing brochures which means their’s is now unique and become a quality item that stays on a potential customers coffee tables, being looked at time after time all year long.
I’d say for some clients, print design is becoming more important and more useful than ever and certainly dont expect it to be killed off any time soon. As with all types of marketing, Print design can be the right tool for a certain job.