Brochure printing 'must have relevant content'

Those who use the services of brochure printers need to ensure their materials have buyer-focused content, it has been suggested.

Companies that use the services of brochure printers should make sure their marketing materials are full of relevant and buyer-focused content.

That is the view suggested by David Dodd, who wrote in an article for Print CEO the findings of a recent Eccolo Media survey give a valuable insight into the attitudes of consumers.

The research revealed white papers have the greatest influence over people's purchasing decisions, with 39 per cent of respondents ranking them as the most significant type of promotional material, while brochures followed with 28 per cent of the vote.

Furthermore, the report discovered the majority of individuals use marketing items early on in the buying process.

Mr Dodd remarked the importance of content is a key lesson to learn from the research, stating "good marketing white papers help potential buyers understand how they can address important business issues and challenges in an objective and (mostly) non-promotional way".

Recently, Patrick Fearn - president of Certified Folder Display Service - told the North County Times printed brochures continue to be an effective form of marketing in the travel industry.