Bro, no one wants to read your brochure!

Bro, no one wants to read your brochure! Working in a Government Communications office, it is important to consider the most effective marketing strategies for your organization. While brochures can be a useful tool for promoting your products and services, they may not always be the best choice. I believe brochures are the best way to throw away vital advertising dollars.

Look, I’m all in on printing. Print materials such as ads in newspapers, magazines, the Internet, and radio can offer a wider reach to potential customers and give you more bang for your buck. So let’s do a shallow dive into the pitfalls of producing brochures. Here are 5 reasons brochures can limit your budget, reach, and effectiveness.

• Budget Depleting

  When you invest in printed brochures, you are limited to the number of people you can physically hand them out to or mail them to. This can be a time-consuming and costly process for governments with fleeting budgets. Instead, consider advertising in mediums that can quickly reach a larger audience.

• Obsolete Information

  Ordering large quantities of brochures may seem cost-effective, but it can also lead to wasted resources if your information (program or initiative) undergoes changes that make the information in the brochures obsolete. Digital products can be updated easily and immediately. Plus the new information can be distributed quickly with a click of a button.

• Time-Consuming

  Creating a brochure involves a lengthy process of deciding on wording, compiling photographs, designing, printing, and distributing. This can be more time-consuming and expensive than other marketing materials that deliver a concise message more efficiently.

• Text-Heavy

  Americans are flooded with information every day, successful messages are quick, media-heavy, and easily digestible. Brochures are often text-heavy and may not be read by busy individuals who are overwhelmed with information. To effectively reach potential customers, consider using marketing strategies that are more visually appealing and engaging.

• Limited Reach

  This characteristic is a double-edged sword. I love the ability to drill down and target your specific demographic where they are, ie. a COVID brochure in the waiting area of the public health department. However, getting printed material into the hands of your targeted audience is logistically difficult. Repurpose your message and take it to where your people live, on the internet.

In conclusion, while brochures can be a valuable marketing tool governments should carefully consider their disadvantages and explore other options that may be more effective in reaching a wider audience. Concentrate on repurposing your information, and making it media-heavy. The easier your audience can access your information, the more effective your message will be received.

Thomas Y. Lynch

" As a lifelong communicator it's refreshing to see connection within our community. Our profession is front and center of a changing world - our purpose is still the same. Enlighten our constituents to drive meaningful discord."

Dr. Chantay Moye

★★★★★