Death of the Brochure and More Verbal Masturbation

Takes more than hype and gimmicks to kill brochures, tv, radio, paintings and records

Recently a local marketing firm hosted a presentation entitled The Death of the Brochure. I know that a few people attended although I passed on the opportunity because I don't believe the brochure is dead. It's not dead for the same reason traditional photography didn't kill painting, radio didn't kill newspapers and magazines, TV didn't kill radio, video didn't kill films, CDs didn't kill vinyl, mp3s didn't kills CDs, and so on. I agree typewriters may be dead - although I've heard strong arguments that they never died, just evolved into word processors and personal computers. 

Logic might suggest that PDFs (unpleasant to read for the most part if you've got lengthy reading to do) will kill the brochure. Of course, there's also the "green" argument against brochures, but let me tell you, when it comes to making an emotional connection, the brochure is king. You want to buy a new BMW 5 series? No one wants to read a PDF about it, and even if they do, they still want a glossy brochure on heavy stock to hold in their hands. Even the people who ran the seminar. I guarantee that all of those people have paper versions of their proposals that they bring to meetings. Why? Because not every one wants to read a PDF during a meeting. As a British "chum" of mine pointed out, "trends may come and go, but it takes more than a trend to make a good business idea stick". The thing is - no one doubts the value of the PDF. It's much like a certain type of hooker - cheap and mobile. Still, not many people choose to marry hookers or even date them (don't get caught up on that one - just enjoy it).

When it comes to an emotional experience - touching, feeling, and appreciating - in a lasting way, the brochure, the record, the painting, the real photograph and other such "mediums" will hold their own. It's because people want the artifact so that they can experience it again and again. So while these "death of the brochure" types of subjects may create buzz in the short term, there is no long term value in these discussions. They're sort of like verbal masturbation. They're a lot of fun, but there isn't any doubt that it is a substitution for something more substantial.

Long live records and National Record Store Day (this Saturday). Long live TV, radio, painting, and yes, long live brochures, too.

One last thing: I run and work in a digital marketing firm and I use paper for a lot of things! We have an electronic and paper brochure. I own a TV, CDs, paintings and records! No gimmick - just being real.

Photos by EfrankE and las vegas lass

Duncan Alney Facebook | Twitter | Naymz

Comments

[Kimiko]

I'd love to go digital where I work now (in the marketing dept of a nonprofit healthcare organization), but bottom line, we still NEED brochures ... to hand to patients, to give to donors, if nothing else than to get something IN THIER HANDS immediately, or make them open their mail and write a check.
There is still a mindset that digital is not real. Donors, for example, would much rather have a crappy piece of paper in their hands, to be forced to look at whatever you just sent them (newsletter, donation letter, etc), than have to go TO a website to find something that YOU want them to read so THEY can give YOU money.
But that's just the fundraising side.
Despite the new kindle, or being able to read PDFs on your smartphone, it's still taxing on the eyes to read a brochure online. For some reason, my attention span is lessened when I can stop reading whenever I want and close the browser tab, whereas, with a brochure, I'll finish reading it later, or perhaps read the whole darn thing while I'm in some doctor's waiting room looking for anything to appease my overactive, somewhat-ADD brain. And I'll probably scan it again when I pick it up to throw it into the recycle bin when I find it in my car three months later. Or maybe I'll actually keep it because the information is valuable, or it's my dream to own a BMW and I want to tape it to my fridge to remind me of how great it'll be to own one.
Brochures are not dead. Print may be dying, but marketing is not publishing. Its demise is still a long way off.

[Duncan Alney]

Bravo Kimiko! Indianapolis Misses you terribly and your incisive point of view!

[Mark Juleen]

I agree the brochure is not dead (yet), however, it has evolved into something that is less relevant. The days of the fancy expensive piece are limited and dying. While people still want something to hold onto it's not the entire message they want, but the foundation of the message. No longer will elaborate brochures be common place. Yes, we still want something to hold on to, but what's more important is the message and not the quantity of content. We know that more can be discovered online or from other resources, and we also respect that printing can be a waste of resources. Especially in this social world we respect less what a company communicates to us and respect more what our peers communicate to us. Print is still important as it can create feeling and emotion, however, the testimonial of a customer can be (in most cases) the most powerful tool in marketing. The use of online mediums are proving to be more and more powerful in spreading a message, just as word of mouth marketing is becoming more of a critical piece to a company's marketing efforts.

While brochures can help solidify a connection, they no longer are the lead generating or sale closing piece they once may have been. Yes, I still have CDs, but they are collecting dust. Unlike CDs, the BMW brochures I have been given are now in a dumpster somewhere. Brochures are not art, nor are they coffee table material. They do not hold a place in our hearts like a painting, music, or even have the entertainment value of a show or sporting event we watch on television. A brochure is just a format of communicating a message and consumers continue to place less and less value on them. While a brochure can help introduce a message or legitimize a business, it is the relationship and the reputation that is most important. Please, have a brochure, but don't waste too much time and money on it.

[Scott Henderson]

Duncan,

I'm surprised that you would write a post about our event, but not even seek to understand what was presented.

Yes, we used a provocative title (just like your blog post's title) to get people's attention. But our message was not as you have portrayed.

You can view the slidedeck here:
http://www.slideshare.net/MediaSauce/death-of-a-brochure

Scott Henderson
@scotttyhendo
MediaSauce

[Melissa]

Electronic media may reign supreme, but it certainly doesn't satisfy like the "hard-copy" form of anything. Tree huggers be damned (oh, get over it--you offended the hookers); the world needs paper...and CDs and vinyl. When you feel passionately about something, you want to and need to touch it. I own an iPod and enjoy downloading music legally, but only for artists and songs "du jour." When it comes to musicians with true talent, I make a trip to my local music store. Last month I bought the super-deluxe, limited-edition, DVD-included version of U2's "No Line On The Horizon." I even bought it on vinyl. Why? Cause it's matter and that matters to me. Is it a marketing gimmick to release these $89 CDs? You betcha, but it works. If you want me to buy your product or service, give me a flashy brochure over a PDF any day. I'll hold it, I'll read it, I’ll share it with friends, I'll put it on my coffee table (I have an Acura brochure there now), and calm down--I'll even EVENTUALLY recycle it.

[Duncan Alney]

Scott - Appreciate the comment and follow up - however, the artifact as the title of your presentation (and I did view the slide) which is substantively what the presentation is based on - if its not about the death of the brochure - is certainly based on the premise that older technologies are dead. Perhaps one might suggest that books are dead as well.

The point is, essentially, that old technologies persist and there is a need and a place for them. Being an early adopter is fantastic, and certainly our work is based on the same premises that your is, BUT - my major disagreement is that artifacts persist in a very real mainstream manner. Perhaps its all grey in the end. And I certainly invite you to clarify your points further.

Cheers
Duncan
@firebelly

[Duncan Alney]

BTW for those reading the thread - Matt Gonzales has a follow up post on his blog at http://mattgonzales.net/?p=313 on his view points on the same subject re: artifact value.

[Anonymous]

Duncan, I am SO with you. These companies are just trying to find ways to make some quick cash (as apparently their client work isn't enough to keep the coffers filled), and unfortunately, those who aren't as media savvy are falling for it hook, line and sinker. Lame.

[Duncan Alney]

Mark - agreed. The importance of an integrated approach is key. But I'd also say that you're a member of the digital intelligentsia or the digeratti as I call it. So you're significantly evolved! ha! Except when it comes to burger cook offs! All points valid as are another commenters. I do stand by my post that - the brochure is NOT dead though ;) And personally, since I live my life immersed in the digitalia, I adore artifacts. Especially records!

[Adam Yale]

A post that Michael Scott would truly be proud of!

[Sam]

Good article. I agree that the brochure lives on. It's ESPECIALLY not dead for organizations that don't have much of a budget to work with. Like mine, which is a nonprofit. And, for that matter, our constituents aren't exactly the most tech-savvy group. They need paper. Now, I am not a "You have a need? Let's print a brochure!" kind of person. Marketers need to THINK before they step onboard the Tri-fold Express. What's really the best approach for THIS customer and THEIR audience?

There may come a day when brochures (and most paper) may be replaced by digital ink or something similar (http://news.cnet.com/8301-17938_105-10035276-1.html), but I'm not sure we'll ever get away from people wanting to have something they can hold in their hands -- even the most tech-savvy among us.

I did think of one scenario that made me smile. Imagine the most ardent "brochures are dead" advocate walking into an office for an interview and being asked if they brought a copy of their resume and portfolio (what I would consider to be their "personal brochure"). Imagine the look on the interviewer's face when the candidate's response was, "Oh, paper is dead. Here's a flash drive. Do you have your computer handy?" Folks, you have to play to your audience.

[Steve]

Sam, I've used online for my resume and portfolio in the past, and it worked quite well for me. In fact, by the time I found myself walking into the office of a prospective employer, they had already viewed my work.

As for the pervasiveness of brochures, I question their current strength as a marketing tool. Sam, I agree that people may like to have something they can hold in their hands. But let's not fool ourselves. Most of our prospective customers already have their hands full.

Brochures have a lot of obstacles and distractions to contend with. As a "face-to-face" sales utility of sorts, I think the brochure has strength. But as a powerful leave-behind piece, how can I be sure that my brochure won't be left behind on a receptionist's desk, shelf or even the trash for that matter?

Perhaps a functional medium between brochures and online is the answer. Perhaps we should be focusing on how to effectively bridge the two as opposed to "eliminating" one or the other.

[Don Alney]

Hey, Duncan -
I read your blog of the 16th April with much interest and considerable enthusiasm.
Your thoughts for the day, while acknowledging the presense nd use of more recent media tools for disseminating information, remain steadfast to your belief in an older, but also very reliable friend, — the Brochure. Its relevant, alive and kicking vigourously.