How to Plan Brochures Marketing Brochure Distribution Plan

Developing a Marketing Brochure Distribution Plan is the best marketing strategy for field marketing. In our article, we will explain a number of important steps for the success of your strategy.

Define Objectives

• Identify Goals: Determine what you aim to achieve with the brochure distribution (e.g., brand awareness, lead generation, promoting a specific product).
• Target Audience: Clearly define your target audience based on demographics, interests, and behavior.

Content and Design

• Engaging Content: Ensure the brochure content is informative, engaging, and aligned with your objectives.
• Professional Design: Invest in a professional design that reflects your brand identity and catches the reader’s attention.

Print Quality

• High-Quality Printing: Use high-quality paper and printing techniques to make a good impression.
• Appropriate Quantity: Estimate the right quantity to avoid excess or shortage.

Distribution Channels

• Direct Mail: Send brochures directly to your target audience through postal services. Ensure the mailing list is up-to-date and segmented.
• In-Store Distribution: Place brochures in strategic locations within your store or other retail outlets.
• Events and Exhibitions: Distribute brochures at trade shows, conferences, and other events where your target audience is likely to be present.
• Partnerships: Collaborate with complementary businesses to place your brochures in their establishments.
• Street Distribution: Hand out brochures in high foot traffic areas. Ensure the location is relevant to your target audience.

Determining Distribution Locations

Some useful strategies for determining the best location for distributing marketing brochures include:

• Define your marketing campaign goals and target audience. This helps in identifying areas and places frequented by potential customers.
• Examine competitor locations and see where they distribute their brochures. This can give you an idea of successful areas.
• Study customer behavior and the places they frequent. For example, if your product is aimed at students, distributing brochures on campuses or in libraries may be the best option.
• Consider busy public places such as malls, stations, airports, or relevant exhibitions and events.
• Don’t forget digital channels too, like relevant websites and social media platforms.
• Try different locations and track results to determine where brochures achieve the highest response rate.
• Continuous experimentation and evaluation are key to finding the best places to distribute your marketing brochures. Focus on areas where your target audience is most likely to be found.

Timing

• Optimal Timing: Choose the best time for distribution based on your target audience’s behavior and the nature of your product/service.
• Seasonal Campaigns: Align brochure distribution with seasonal promotions or events.

Tracking and Evaluation

• Unique Codes: Include unique discount codes or QR codes in the brochure to track its effectiveness.
• Feedback Mechanisms: Incorporate methods for recipients to provide feedback, such as a survey link or a call to action encouraging contact.
• Analytics: Use analytics tools to monitor responses and conversions resulting from the brochure distribution.

Follow-Up

• Personal Follow-Up: Follow up with recipients who show interest or respond to the brochure through calls or emails.
• Additional Information: Provide additional information or offers to those who engage with the brochure content.

Example for Distribution of Marketing Brochures Plan

Objective: Increase awareness and sales of a new product.

Target Audience: Young professionals aged 25-35 in urban areas.

Content and Design:

• Content: Highlight the product features, benefits, and a limited-time discount.
• Design: Modern, clean design with high-quality images and compelling headlines.

Distribution Channels:

• Direct Mail: Send to a curated list of young professionals in urban zip codes.
• Events: Distribute at local networking events and tech meetups.
• In-store: Place brochures at checkout counters and customer service desks.
• Partnerships: Partner with co-working spaces to place brochures in common areas.

Timing:

• Initial Push: One month before the product launch.
• Follow-Up Distribution: During the launch week at events and in stores.

Tracking:

• Unique QR Code: Directs to a special landing page offering a discount.
• Survey Link: For recipients to provide feedback.

Follow-Up:

• Email Campaign: To all who scanned the QR code or visited the landing page, offering further engagement and information.
• Customer Service Calls: To gather direct feedback and provide additional support or information.

By carefully planning each step, you can ensure a successful brochure distribution campaign that effectively reaches and engages your target audience.