I came across an interesting post in linkedin today, about whether brochures are still worth the investment in today’s digital age of marketing. So I thought I might post an overview of some of the comments…

• No, websites have taken the place of browsers (a little shortsighted I think – e:dit)
• Short answer is that if you do a lot of face-to-face selling and attend a lot of shows/events where you’re meeting customers, then brochures will generate a good ROI. Content should be fairly timeless so it has a longer than normal shelf life and should direct customers to a web site for more update info
• It depends on your industry, your marketing strategy, project objectives, etc. If you think they hold value and you have an important message that calls your customer to action, then brochures could be something worth spending the money on
• Many of my clients need brochures and print material to close sales or even begin negotiation. To rely on a web presence is only a small part of the picture
• I speak for the tourism industry – YES – brochures are absolutely needed. When you’re driving down the road, stop at a restaurant and want to get local information about what’s in the area, a well-stocked brochure rack is extremely useful.
• Websites have taken over brochures for the most part. That said at trade events, a brochure or a flyer gives a bit more detail and might hook more people to visit the site, thus gaining some leads.
• Yes — they are absolutely still worth the time and money. The goal is with the brochure developement — to plan on presenting an online option as well. The nice aspect of having a printed brochure, you can take it with you to read at leisure without the glare of a computer screen and offers a comprehensive, offline resource to store for future reference.

Some interesting thoughts and opinions. Please feel free to add your own ideas and comments…