Surely you have come across various flyers of advertising content more than once. Sometimes you threw them away without even opening them. Sometimes they could scroll through boredom or for fun. Of particular interest are small books with a bright cover. This is a brochure. It seems that it should be full of information, interesting and relevant. However, sometimes the contents of a brochure can seriously disappoint. It’s the task for the marketer to make the potential customer “peck” at the offer in the brochure.
In fact
You need to start the conversation from the beginning. So, a brochure is a small book in a cover, but without a hard cover (most often). The first brochures began to appear in the book departments of France already in the 17th century. The publication of such publications is not regular, but the contents are text. On the territory of Russia, a non-periodical publication is called a brochure from 4 to 48 pages in volume. Between themselves, the pages are connected using sewing, staples, screw wire or in any other way. If you use staples, the connection can be with two or three holes in the spine. Such small books are distributed, as a rule, on a free basis and are issued to attract the attention of customers (and inform) to a new service or product. A voluminous catalog brochure provides complete information about the company's product, supporting the text with rich photos, a detailed description, price list and reviews of previous customers. There are no restrictions on the form of execution. You can save money and order a text version on newsprint or take full color on a gloss. This, by the way, is one of the few cases when judged not by the cover, but by the content. If your product is really relevant, and the idea in the execution of the brochure is original, then you can restrict yourself to democratic materials.
Let's analyze the concept
Obviously, a brochure is a type of promotional product. In Russia, it is most often released up to eight pages. This is the optimal volume in order to accommodate enough advertising information. You can highlight the main elements of the structure of the brochure. She must have a cover. Usually it is bright, with an intriguing headline, sentence or original thesis. Next comes the text block. This is an essential element without which a brochure may lose its functionality. The text can be a bit only if it is replaced in abundance by photographs. For greater durability, the brochure cover is laminated or varnished. And today, a brochure is an effective means of advertising, but on the condition that marketers show imagination in its creation. Otherwise, it will be ordinary waste paper.
From the history
It has already been said that brochures have appeared in France. In translation, the term means "stitched", but today the process of assembling a "book" is called a "booklet". In revolutionary France, active propaganda came through such a product, cheap to manufacture and capacious in content. The government reacted very harshly and banned the distribution of products. Over time, brochures have spread throughout the world. Then the revolutionary mood reigned among the masses everywhere, and in Russia propaganda was carried out by analogy with France. An example is the putsch period in 1991, when the opposition widely used brochures to disseminate their ideas.
Today, everything is much simpler, and brochures are used not only to promote views, but also to advertise various products. In fact, one cannot imagine an advertising campaign without them. But only many people confuse numerous types of promotional products. And really, how to choose the right product? All these brochures, booklets, leaflets! It seems that there is no difference between them. However, a booklet is a printed publication on one sheet folded in a notebook. A brochure is a multi-page publication. A flyer is just one page with a minimum of information.
The volume in the booklet is quite small, and therefore the most important information about the product or event is placed here. The text should be structured and logical so that the reader can catch a glimpse of his eyes.
The brochure has more space, which means that you can include detailed product characteristics in it. Accordingly, this is not a purely advertising product, but also a way of informing.
Creation Rules
If you need an effective advertising brochure, you will have to follow some rules when creating it. There are not so many restrictions and you can combine promotion, information and sale in one advertising product. First, it’s worth bringing a short dossier about the company, a list of achievements. Next is the product catalog and a description of the benefits of working with this company. It would be nice to include in the brochure a block with questions and answers, several product reviews and contacts. The text does not have a clear structure and presentation format.
At important events
If you have a presentation of a product or service, it is logical to provide guests and jury members with brochures. So they will immediately receive a large amount of information and can form an opinion on the proposed service. Be sure to include all contact details in the content, provide detailed photographs and provide feedback, that is, give feedback and a hotline phone.
Do it yourself!
And it is not at all necessary to spend a lot of money and place an order for products in the relevant agencies. Everything can be done through Word. The brochure is done through a regular text editor. In the menu, select the "File" tab, the "Create" command. Now in the same menu, select "Page Settings." In the options window, specify the landscape orientation, a list of several pages, and select "brochure". Mark the required number of pages and the desired value for the margins. You can turn a brochure into a finished document by opening it again from the "file" menu. When formatting, charts and figures may shift, so if you open it again, correct the errors. Now send the document to print by selecting the two-sided option.