subject: Localize Your Brochures For Your Target Market [print this page] To localize your brochures effectively for a local target market, you will need to choose the content, layout and overall style of these prints very carefully. You cannot just whip up the typically standard color brochures and expect them to work on every market you target. These brochures will need to be optimized quite specifically in terms of design and content so that the local audience or market will accept it and respond to it positively.
If you want to know how to do this on your own brochures, then you better read on. We will go through some of the crucial localization steps below to help you see how you can setup your brochures properly for real marketing localization.
1. Pick the appropriate size and fold.
Every locale and every target market that you will be marketing to will probably have a different idea when it comes to color brochures. While the most common is the trifold, many other places might have the gate fold as more common, or maybe they might even other type.
If you want your own brochures to be highly localized and adapted to the distribution methods in those areas, then it is better to pick the most appropriate brochure size and fold configuration used in this area. This will let you help your brochures be more accepted by your target readers in that area.
2. Use the same linguistic style as your target market.
For each market demographic and market area, you will notice some key differences on how people talk and the expressions they use. This is natural since language evolves and they evolve and change in particular ways in different areas. The key to localizing your brochures is to try and use the same linguistic style in those areas in order to actually connect to them more effectively.
If people read that brochure and see that it sounds just like their friends and compatriots, then they will be more comfortable with actually responding to those brochures. That is why it might be good to study the linguistic styles and colloquialisms of your target locations and match the same styles for your brochures.
3. Have markets identify themselves with your images.
Another important localization trick is for you to manage the content of your images. More precisely, you can customize your images deliberately so that people can actually identify with the people or the feeling represented within your brochures. If they can actually see themselves or relate to the feeling present in the design then you can of course attract those specific people more easily.
So for example, if your target locale for marketing is primarily of the higher social class, then you might want to use photography models that look like they are from higher social classes in your brochures. The same goes for specific communities of a certain race or even some religious or political affiliations. As long as people can identify themselves in those images, then your brochures should work well in that local environment.
4. Know and present the markets needs and wants.
Of course, every specific local or community has its own collective issues and concerns. If you want to make your brochure more localized, you may want to do some effective marketing by knowing what the local market wants and then showing it to them through those brochures.
By displaying the things they want, you will of course be able to gather more of them to read your brochures. This gives you that extra exposure you need to get your brochures read more. Just make sure of course that you can relate those needs and wants to your own marketing campaign and product.
5. Identify opportunities in terms of the environment.
Finally, to properly localize your brochures, make sure you identify the key opportunities in design when it comes to the environments that your brochures will be exposed to. Make sure that you review the different colors present in the locale, the printed competition as well as the different elements that can cause your brochure to deteriorate early. By knowing more about the brochure environment, you will be able to make the right decisions that allow your brochures to have its own identity and niche within that locale environment.
Now you should be able to localize your brochures yourself. Just review and follow the tips and concepts above.
