Front and center: The role of brochures in a small business


A brochure is an effective marketing strategy for small businesses. With a well-produced brochure, you have an advantage over businesses that rely on word of mouth or that maintain a storefront online. A brochure is colorful, transportable and easy to access offline. Additionally, as a business owner you have the freedom to scan and upload your brochure, convert it to a PDF file and send it out to customers.

Online marketing has taken off in recent years, with social media pages, mobile apps and websites attracting the majority of digital marketing efforts. Brochures have traditionally been implemented on-site or at trade shows and other locations away from the home store. A brochure can vary in length and format, but is generally made of sturdy paper folded to minimize the width, making it easier to fit into a purse or pocket.

Here are some ways that a brochure maximizes the marketing efforts of a small business:

  • Colorful and artistic, brochures show customers the care and creativity that define the company. For a business selling concrete, this may not be much, but for a printing company or one that works with a variety of people, this show of creativity can be genius.
  • You can use a brochure to provide product-specific information in a well-organized fashion; each brochure can be used as a mini-advertisement for that product.
  • A brochure can serve as a souped-up business card, as many people hand out company brochures to introduce potential customers to their services.
  • Unlike web content, a brochure is tangible. Sure, you can print out a webpage, but a brochure is sturdy enough to carry around or place in a drawer for later review.
  • Brochures are cost-effective in comparison to other forms of advertising. Since they are usually printed in bulk, you can ask for a bulk discount.

A brochure promotes one-on-one interaction between customers and business owners. This kind of closeness is hard to find in modern web-based businesses. According to research by the Content Marketing Institute, 87% of B2C businesses report that their most popular content marketing strategy is through photos and illustrations. Since a brochure is primarily visual in nature, it fulfills this need for aesthetics in advertising.

While Internet marketing is in full swing, nothing indicates that more traditional forms of advertisements should not still be utilized as part of an effective marketing foundation. We have already pointed out the benefits of the brochure, particularly as a visually attractive form of advertising. One of the primary reasons for advertising with brochures is their practicality. Unlike website content that often crashes or remains in the mind only as long as you’re actually on the site, a brochure can be studied at any time, day or night, with or without Internet access.


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