The Return of the Brochure
Rise above the noise, turn left on red, zig when the world zags and dare to be different – at Slam we’re celebrating the return of the brochure.
When your competitors are focused on their digital campaigns, getting to grips with social media and identifying appropriate digital influencers to gain an edge in 2011, they may be overseeing an opportunity in paper.
Liongate Capital Management corporate brochure
A recent study by branding agency Millward Brown revealed that our brains process paper-based and digital marketing in different ways. The fMRI brain scans of a test group showed that paper-ads caused more emotional processing, thereby leaving a “deeper footprint” in the brain. Physical media appears to be more “real” to the brain: it gets tied to a place and time and is therefore given more meaning.
The more emotionally connected we feel to a brand, the more likely we are to choose it over others. Ideally, you want to ensure that your brand is experienced repeatedly and on as many platforms as possible. In theory, the actual number of synapses formed in our brain could measure the strength of a brand – a methodology we’d love to explore, but which might have to wait for another day.
Neuroscience aside, we believe a brochure as well as other physical media – from touchy, feely welcome packs to beautiful exhibition design – is if anything more important today as an effective way to stand out and build emotional connections to your brand. Essentially it’s about added value. We appreciate the time and effort that goes into creating something beautiful and tactile – even more so when we can take it home as a reminder of the experience.
The key is a unified approach to marketing and basing communications on a detailed understanding of your audience. Digital communications can do things that paper cannot, not least being where your audience is and providing lots of evidence of success through measurability. But video is no substitute for the real thing and a beautiful brochure that’s worth taking home to place on a shelf can bring genuine long-term brand appreciation that is immeasurable.
So in the spirit of Marty Neumeier’s “When everybody zigs, zag”, we recommend in your communications planning that you keep a place for physical media and all the wonderful strategic and creative marketing that can be done with it.