In my last blog post I wrote about my car showroom experience and how I would have preferred to browse a product brochure alongside cars. This is certainly not a new idea and when print was fashionable brochures were free for consumption, providing equal doses of inspiration and detail.
Many car dealerships now rely on the brand’s website to do this job, or they run off desktop printed sheets and encase them in Perspex. Neither replace the work a beautifully crafted brochure used to do. I’m not looking to reset and return to printed literature which require expensive reprints every time a product is updated.
No, because a digital brochure bridges the gap perfectly. It offers digital world benefits such as personalised interactivity to enable users to digest content they’re most interested in (and click through to other platforms if necessary... and responsive layouts if required), video and animation to maximise engagement, and fast updating to ensure the information contained is correct at time of viewing.
But crucially, it also brings the benefits of traditional literature where content is paced, relevant, and presented in the order the manufacturer wants it to be. Consideration of content and careful planning means the viewer isn’t overloaded with information and the brochure can do the job of telling a story, building desire by displaying the product’s beauty, key features and USPs, before providing more rational content like optional extras, product choices, current prices and latest offers to give customers their own ‘permission to buy’.
Most websites on the other hand are portals of information across multiple menus and landing pages which you can scroll, swipe and lose yourself in – which is fine if you’re still comparing product ranges, learning more about the brand or looking up branch locations and services. If you’re further along the buying cycle and want to be swayed into making a decision, a tailored selection of pages does a far better job.
If only there was an agency who were experts in digital brochures, one that knew the difference a personalised journey filled with relevant information makes to a customer’s decision making. Oh hello! Find out more about our fully responsive, interactive and perfectly tailored digital brochures and see how they can be tailored for your customers in this case study.