In a recent survey of LERN members, more than half of the nearly 700 respondents said they are currently facing pressure or had faced pressure in the past to eliminate their print brochures.
Of the 526 who responded, 168 said they are currently facing pressure to cut their brochures, and another 113 said they had faced this pressure in the past.
Only 245 – or 45 percent – of those who responded said they had never been pressured to cut the essential marketing piece.
Most LERN members report that 70 to 75 percent of their enrollments originated with the print brochure, even if those registrations came in online.
The main issue with not having a print brochure is expecting or assuming people will come to you to obtain information about your program. The print brochure is not a cost, it is an investment in your program.
A study from the U.S. Postal Service found customers who receive print brochures are:
• More likely to become multi-buyers online
• Accountable for 15 percent more transactions than those who did not get a catalog
• Shown to spend an average of 16 percent more than customers who did not get a catalog
While digital marketing, including your website, social media, and email, is now essential, the print brochure is an integral part of an effective integrated marketing plan.
If you are facing pressure to eliminate your print brochure, LERN can make specific recommendations for brochure production and distribution that will help make mailings more efficient and effective. If you have questions, contact us at (800) 678-5376 or [email protected] for additional information.
Related
Webinar: Why You Should Not Eliminate Your Print Brochure