Can a Pamphlet Work as a Marketing Technique?


Metal free standing sign holders

In a world where we can have thousands of results on an online search in under a second, is there any purpose for those mounted brochure holders that populate doctors offices? These inconspicuous literature holders are ubiquitous in certain austere settings, and for good reason. At times it can be difficult to know what information a visitor might need, and so therefore supplying a range of snippets of information can be helpful.

Each day, the average consumer is exposed to over 3,000 advertisements from print and digital media. This constant barrage does work to an extent. In one study, it was found that shoppers purchased full priced merchandise 18% more than merchandise without any sort of signage. The question then becomes, can this effect stretch across industries?

Plastic mounted brochure holders are themselves an advertisement of sorts. It may not be as flashy as a some custom retail displays, and yet many times the intent is similar.

The passing of information from between its glossy folds is to shed some light on a specific topic, it is true. But just as with those creative retail display ideas, a mounted brochure holder houses pamphlets meant to persuade readers that they need to take something new or do something new to improve their lives.

In a study examining the purchasing decisions of consumers, it was found that as much as 82% of all choices were made while shopping, and not beforehand. If selections are made spur of the moment, it means that a company can influence the customer right where the product is being sold. As stated earlier, those products with flashier signage tend to outsell their counterparts by about 18%.

The plainness of mounted brochure holders belies how important the pamphlets they hold can be. Take for example a doctor’s office. The patient is waiting to be seen for a routine check-up, or perhaps for a health problem. They are likely to pick up a pamphlet that proclaims to be able to solve a problem they might be experiencing. In this type of example, let’s assume the product or procedure being detailed is available at the office they are about to be seen at. Because of the timing and the placement of the pamphlet, that patient is more likely to ask their doctor about it.

Just because a method is tried and true, does not mean it does not get the job done. Even when it comes to advertising, a straightforward approach can reveal dividends.

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