Rethinking the trifold brochure…

Are trifold brochures still relevant?

What are their weaknesses? What are their strengths? And how could we reimagine this classic marketing tool?

Strengths:

• A physical good makes for an easy conversation starter: “Here, I have something for you…”
• They can stick around on a countertop or in a purse for quite some time… waiting to be rediscovered. The same cannot be said of a link or social media post, which are usually lost forever after one interaction.
• The internet is still a barrier for some people. Something like a trifold offers a real-world, tangible experience with a brand.

Weaknesses:

• They limit the amount of information you can share… and the information you do share has to be evergreen.
• The quality of the design directly impacts its effectiveness.
• They’re relatively expensive considering how often they are lost or ignored.

With all that in mind, here are 3 ideas to get your gears turning:

1) Incentivize a visit to a QR code: “Scan this QR code for $5 off your soccer camp registration!”

This gives you an opportunity to put additional information – and time-sensitive information – on a website that can be updated in real-time.

Avoid QR codes with a simple “Learn more” or “Scan here.” Tell your audience why they should want to pull out their phone: What’s in it for them?

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2) Don’t let them even think about throwing it away!

Put significant effort/money into a very interesting die-cut design, print it on high-quality materials, or create multiple elements that nest together.

OR, infuse a valuable resource like a bible-in-a-year reading plan, a community events calendar, or a sermon notes booklet.

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3) Print the same information on a different product entirely.

What if a school printed their promotional info on the cover of a mini notebook or index ring binder?

How about paper coffee cups when you’re serving refreshments at a community event?

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Here’s a link to my Pinterest board that links to all the ideas I mentioned above (and some more):