Brochure Printing Marketing Strategies

Along with business cards, postcards, flyers, notepads, envelopes, banners, letterheads, menus, and rack cards, brochure printing should be part of every print marketing campaign. Despite the prevalence of digital marketing, there is still a certain appeal brought about by handling something tangible, so print ads still work. Here, we will take a look at the marketing techniques that you can use when printing and distributing brochures.

Marketing Techniques to Apply when Printing Brochures

Should you decide to launch a full print marketing campaign, the first thing to do is look for an online printing services provider. Take your pick from digital or offset printing companies. There are shops that offer both, and they will use a method that’s suitable for the volume of your order. After choosing which online printing shop to go with, you need to choose the brochure size, folding option, paper finish, and paper thickness. 

Naturally, the first thing that the print shop staff will ask is whether you already have a design for your brochures. Since you have plenty of space to write content in, it is important to apply these marketing techniques so that you can reach goals when designing this type of printed material:

  • Do your research about your audience.

Are you operating a restaurant or selling a product for women? If your audience is the general public, you do need a mix of print and digital ads to reach out to them. If you’re selling products for women, what is their age group and income bracket? Do your research on how they like to receive their information. This way, you can have a more targeted marketing campaign.

  • Use language that persuades them to buy your products or services.

A brochure can have up to twelve panels, giving you plenty of space to use. For the copy, use language that entices them to buy – ditch the old fashioned hard sell method. Highlight the advantages of using your product or service. Combine text with full color, HD images so the reader won’t get bombarded with too much text. 

  • Combine digital with traditional.

Lastly, mix your print advertising efforts with digital so that you can reach as wide an audience as possible. By doing your homework about your target audience, you can come up with brochures that will entice them to actually read and respond to your marketing message.

Frequently Asked Questions about EDDM Postcard Printing

There are many online printing services offering either offset or digital printing. If you want to launch a full-fledged print advertising campaign, then you need to look for one with the length of experience and the equipment needed for the types of printing jobs that you require. Here, we will take a look at one print job in particular: EDDM postcard printing

EDDM is Every Door Direct Mail where the print shop works with the USPS to send your mailers to the mailboxes of every door in a specific zip code or mailing route that you will specify. Instead of building a mailing list from scratch, you can simply pay for the EDDM postage fees and the printing company will take care of the rest of the process for you. 


To learn more about EDDM postcards mailing, here are some frequently asked questions about it:

  • What are my printing options for postcards? 

As mentioned earlier, you can choose between offset and digital printing. Offset looks more professionally-made than digital simply because of the sophistication of the printing presses that they use. If you want to have full color HD postcards, offset printing is for you. 

  • Which size should I choose? 

There are over two dozen sizes available for postcards ranging from 2.5” x 2.5” to 9” x 12”. For EDDM, however, there are only seven acceptable sizes including: 4.25” x 11”, 4.5” x 12”, 6” x 11”, 6.5” x 12”, 6.5” x 9”, 8” x 10”, and 9” x 12”.

  • Is EDDM cheap? 

If you will be working with a print shop that specifically offers EDDM services, you only need to pay for the price of the printing package, plus a few cents each for the EDDM services. This fee is more than worth it because the printing company will take care of the bundling of the postcards for you, as well as the paper work. They will also deliver your postcards to the local post office for mailbox distribution. 

  • What marketing message should I include in the postcard?

Based on the size of the card, you can have just a short marketing message in the mailer. Make sure to add a call to action, the information should be accurate, and it’s better to include a promotional code. This way, your marketing message will be all the more effective. Lastly, be consistent in postcard marketing because the more that customers hear from you, the more loyal they will be to your brand.

Mistakes to Avoid in Rack Cards Printing

Rack cards printing is a popular material for print advertising. When you walk into a hotel or theatre lobby, you will usually see a stack of 4” x 9” cards made from thick paper stock. The font is large so it can easily be seen, with a colorful design and eye-catching details. The goal of displaying these rack cards is for people passing by to get one. Once they read it, they will learn more about the products or services that you offer. If they like what they read, they can take home the rack card for future reference or even give them away to family of friends for referrals. 

Rack Card Printing: Mistakes to Avoid

Rack cards can also be sent out as mailers. With a lot of marketing advantages, there really is no reason for you to say no to the prospect of including rack cards in your print advertising arsenal. Now, when having rack cards printed out, the first thing that you need to do is look for an online printing services provider. 

To get the best results out of your rack cards marketing efforts, here is a list of the mistakes that you should avoid:

  • Filling the card area with too much text or too many images. 

Aside from the popular rack display size, there’s also a lay flat counter size available which measures 3.5” x 8.5”. Although rack cards are bigger than postcards or business cards, it still has limited space as compared to brochures or flyers. This means that you should not fil the card area with too much text or too many images. Use colors which are present in your logo for a cohesive look, and make sure that the letters and images are sharp. 

  • Rushing through the process of looking for a printing partner. 

Another mistake to avoid is rushing through the process of looking for an online printing services provider. Take your pick from digital or offset print shops. Do your research and check on the length of time that they’ve been in the business, the quality of customer services that they offer, the turnaround time, and the price of the printing packages. Narrow down your choices to two or three, do further research on the quality of prints that they offer, and make an informed selection from there.

  • Not familiarizing yourself with your printing and material options. 

Rack cards should be loud, colorful, and eye-catching. Not familiarizing yourself with the material and printing options is a mistake because you would want to only get the best quality output possible. 

  • Not considering the printing costs. 

Finally, always consider the printing costs. Offset may be a bit pricier than digital but in terms of quality, nothing beats full color, HD printing. Also, the more pieces you order, the lower the per unit price gets. Consider this when choosing a printing package. 

By avoiding these mistakes, you can order a stack of rack cards with the best price and quality.

Print To Go Menus and Use Them as a Selling and Branding Tool

What is your main goal in menu printing? Similar to how you would use business cards, postcards, envelopes, notepads, brochures, and flyers, menus are part of an overall print marketing campaign. With print to go menus in particular, you want the customers to have easy access to your list of menu items so that they can make repeat orders. As far as branding is concerned, the look and feel of the menu should be similar to that of your business logo. This way, you would have a cohesive theme in your print ad materials. Here, we will look at how you can use to go menus as a branding and selling tool.

How to Sell More with To Go Menus

The first thing to do if you need a set of to go menus created is to look for an online printing services provider. Choose between digital and offset options. There are printing companies that offer both – what they will use depends on the volume and your preference in terms of print quality. Now, if you want to sell more with to go menus, here are a few tips to remember:

  • Do not include too many items in the menu.

Customers want to have options – but not too many. Giving them a complete list of all the items in your menu might be confusing especially if there are a lot. For takeout menus, limit the number of items to ones that taste great, but are still quick to prepare.

  • Highlight the dishes which are easy to make.

It’s fine for customers to wait if they’re dining in. But for takeout or deliveries, they want something quick. As such, it pays to highlight the dishes which are quick and easy to make in your menu.

  • Place your most profitable items prominently on the menu.

Design your menu in such a way that the bestselling and most profitable items are highlighted. Your goal is to increase sales in the first place, so you want the customers to order items that will give you the most profit possible.

  • Effectively distribute your to go menus.

Finally, know how to effectively distribute your takeout menus. Include one in every delivery or takeout package. If you are issuing receipts or invoices to suppliers, include a copy of your to go menu as well. Have a stack of menus next to the cashier or right outside your restaurant so that people who are hesitant to come in would have an idea about the prices and the items available. You can also include them in mailers for promotional purposes.

Quick Tips for Rack Card Printing

Along with brochures, business cards, flyers, notepads, envelopes, and similar products, rack card printing is a great way to promote your business. But what exactly are rack cards? Unlike brochures which have folded pages that contain a lot of information to read through, rack cards  are 4” x 9” or slightly smaller cards with print on the front and the back. A rack card is displayed on brochure or rack stands, which is how it got its name. These are used as advertising material for hotels, theme parks, bed and breakfasts, and theatre companies – although any other business will benefit from them as well.

Now, if you would like to print rack cards to spread the word about your brand, the first thing to do is look for an online printing service provider. Here are more tips on how you can best go about rack cards printing:

  • There are digital and offset printing services available. Digital may be a bit cheaper, but offset offers far superior quality. With rack cards, you want to leave a great first impression to your clients, so it pays to invest in full color, HD printing.
  • Since your marketing material is tangible, a reader will pay close attention to even the tiniest details of the design. What font and colors are used? For the material, how thick is the paper? Did you use a glossy or matte finish for the print? How about the size of the rack card itself? By paying close attention to detail, you can come up with a well-designed rack card with an eye-catching design.
  • When writing the content of the rack card, make sure that there are no typographical errors. Your business contact details should be updated and accurate. If your address is difficult to find, include a QR code, a location map, or use a famous landmark as reference.
  • Always include a call to action when writing the content of your rack card. Part of your marketing strategy should be to entice people to take advantage of your products or services. The best way to accomplish this is by offering discounts, freebies, or even use the card as entry for raffles where they can earn prizes.

Lastly, know how to distribute the rack cards effectively. Place them in strategic areas with high foot traffic. Or, you can include them in mailers. With these tips, your sales should increase in no time at all because of the effectiveness of rack cards marketing.

Information to Include in Takeout Menu Printing

Menus play a crucial role in the success of those who are in the food business. Whether you’re offering American, Italian, Mexican, Chinese, or fusion fare, a menu will give customers a taste of the food that they can have in your restaurant. There are two types of menus that you should invest in: dine-in and takeout menu printing. Dine-in menu is for those who are visiting your restaurant, while takeout menus are more for advertising your wares. You can include takeout menus in food deliveries, to-go orders, receipts, mailers, display them storefront, or distribute them in areas where there is high foot traffic. These menus will increase your chances of gaining new customers and having your existing patrons as repeat customers.

Before you can even look for an online printing company to create the takeout menus for you, you first need to design the menu itself. What type of information should be included in takeout menus? Here’s a list:

  • Accurate information about your food establishment

The first page of any menu usually includes the name of the restaurant. At the bottom, make sure that these are accurate and updated: your address, telephone number, website, and hours of operation.

  • The name of the items in your menu

The goal of having a menu in the first place is to list the food items available, so make sure to list these down accordingly. For dine-in menus, if the size is big enough, you can have a short description of each dish. Some restaurants even list down the ingredients and calorie count of their menu items.

  • The prices of the items in your menu

Naturally, you should include the price opposite each menu item.

  • Other information to include

Do you offer delivery services? What about promotions like weekday discounts or weekend buffets? For takeout menu printing, you can even include promotional codes which entitles the person to a certain percentage as discount.

By knowing what to include in your dine-in or takeout menu, you can boost the power of this printed advertising material and boost your overall sales.

Brand Building through Brochure Printing

Have you noticed how most digital companies that invest in digital ads never venture into print advertising? You don’t want to fall into the trap of just staying digital – although there are those who thrive in the medium. By expanding your marketing options into something more tangible like brochure printing, you can enjoy a multitude of benefits as a business owner.

Ways to Use Brochure Printing for Brand Building

As you may already know, brochures are printed advertising materials where you can include your company information, as well as a detailed description of what you have to offer as a business. Whether you’re a startup, a mid-sized corporation, or even a mom-and-pop establishment, you can use brochure printing as part of your overall marketing plan. Here’s how you can use brochures in building your brand:

  • For establishing authority in the industry

When a prospective customer receives a thick, glossy brochure with well-written content, what do you think is the impression made? People would think that if you are willing to invest in tangible marketing materials like well-made brochures, you can ensure the same quality in delivering the products or services that you offer. Brochures and other printed materials establish your authority in whichever industry your business is in.

  • For brand name recall

Again, brochures are tangible and having the weight of a thick, glossy material in the hands enhances brand name recall. Unlike websites with URLs which are difficult to remember, seeing your company name on print is bound to leave a mark in the minds of potential customers.

  • For networking

Brochures are usually mailed out or distributed in person during corporate events and tradeshows. By handing out brochures in such events, you are increasing your network of contacts, which is always a good thing for business owners.

When looking for a company to make brochures for you, consider online printing services that offer high-quality prints. Check on the materials and ink that they use, the printing technology, the quality of customer service, and the turnaround time.

All in all, brochures are a great advertising tool that you can use to build your brand.

Brochure Printing is All About Content

A typical business card contains the business name, address, website, contact information, and maybe a very short tagline. Postcards can take the form of a greeting card, or the space might have a short message about a discount card that the holder can use. What about for brochure printing? Unlike business cards, postcards, flyers, and banners, brochures have foldable panels that equate to more space to print content in. This makes brochures the material of choice when it comes to trade shows and other corporate events. With plenty of space available, you have a better platform to present to your audience information about your business, mainly about the products or services that you offer.

Content Writing for Brochure Printing

Before you can even get in touch with an online printing services provider, you first need to come up with the content for your brochure. Check out these ideas on what to include:

  • Your company’s mission and vision.

In tradeshows, you are given the space to introduce your company to prospective partners, suppliers, customers, and other clients. With a full color HD brochure sized 8.5” x 11”, you can include your company’s mission and vision. This is a quite formal way of introducing your brand to clients, which is perfectly suitable in any business environment.

  • A brief history of how your brand came about.

If you want a more casual way of introducing your brand, include a brief history of how it all came about. What’s the story behind your logo or company name? Who are the people behind the brand? How did the business idea come about? Sharing interesting snippets about your business enhances name recall and makes your brand more memorable.

  • A detailed description of your products or services.

A half then trifold brochure folding option gives you eight panels to write your brochure copy in. With this much space, you can include a detailed description of your products or services.

One more thing that you should not forget when writing the content for brochure printingis to include a call to action. After introducing your brand and describing your product or service, you need a call to action – which can be a number to call, a website to visit, or a QR code that leads to a link of a video where they can learn more about what you have to offer as a business. By focusing on the content of your brochure, you can maximize its marketing benefits to your business.

Quality, Size, Price: Things to Consider in Brochure Printing

Would you like to include brochure printing as part of your print marketing campaign? If yes, then you need to consider three things: quality, size, and price. Brochure printing is a more comprehensive way of presenting information about your business. Whether you’re offering a retail product or a service that people book on a regular basis, brochures give them a lengthier version of your sales spiel – something that you cannot print on materials with limited space such as postcards or business cards.

Here are the top three things to consider in brochure printing:

  • The quality of print

If you want to turn prospective customers into actual clients, you must leave a lasting impression. As such, you need to make sure that your brochures or any printed marketing materials that you have use high-quality paper with high-quality print. For brochures, you can take your pick from medium gloss text book paper or a much thicker extreme gloss cover paper. For printing quality, there are online printing services that offer digital or offset printing. Offset is much better in terms of color, contrast, vividness, sharpness. It also performs better when it comes to the length of time that the ink lasts.

  • The size of the brochures

The standard brochure size is 8.5” x 11”. If you want something a bit smaller, go for the 4.25” x 11” option. Other sizes include legal, folder sheet, tabloid, and map size. There are also different folding options available including trifold, Z-fold, half fold, double parallel, single gate, double gate, roll fold, accordion, French fold, and half then trifold.

  • The price of the printing package

Finally, consider the price of the printing package. Offset is a bit more expensive than digital printing but the quality is better. When it comes to numbers, the more brochures you order, the lower the per piece price is. Ordering 500 brochures, for example, is a bit pricier than ordering 1,000 or 2,500 copies.

As a final note, you need to know how to distribute the brochures so that it reaches the hands of your target market. You can include brochures in deliveries, hand them out personally, or send them out by mail.

What Not to Do During Brochure Printing

If you want to promote your brand through printed advertising materials, brochure printing is one of the best ways to go about it. Brochures are usually folded, thick paper which includes information and images about a business. These promotional materials are distributed in trade shows, or handed out personally to prospective customers. The good thing about using brochures is that it gives you plenty of space to write your content in. When looking for online printing services to create the brochures for you, make sure to check on the paper stock that they use, the ink, and the printing technology. Offset printing is usually more preferred than digital printing because of the higher quality offered by the former.

During the brochure design process, it pays to know what not to do – so that you can avoid the most common mistakes in printing out these marketing materials:

  • Overcrowding the available space.

Brochure printing gives you plenty of space because there are big paper sizes available. From standard to legal, folder sheet size, tabloid size, and map size, you can divide the paper into several panels. One mistake to not make when using big-sized brochures is overcrowding the available space.

  • Using too much text or a lot of images.

There should be a good balance between text and images. If there’s too much text, the reader might get bored and not bother reading the content at all. On the other hand, an images-only brochure may not necessarily give the reader enough information about the message that you would like to convey.

  • Not paying attention to the overall look and feel of the design.  

Just like when you are creating a business card, flyer, or postcard, brochures should be designed in such a way that it fits your brand’s imaging. If you are using black and silver in your company logo, for example, the same hues should be present in the brochure design.

  • Not considering the paper type and folding options.

Most printing companies offer two types of paper for brochures: gloss text book paper and a thicker gloss cover paper. For the folding options, you can take your pick from trifold, Z-fold, double parallel, double gate, or half then trifold. These give you anywhere from two to 12 panels. Depending on the length of content that you would like to include in the brochure, always consider the material and the folding options available.

By knowing what not to do during the brochure printing process, you can avoid costly mistakes and make the most out of this marketing material.