Brochures can be beautiful. Whether you're showcasing well-designed products, the newest car models, or mouthwatering food, the power of photography or artwork in your hands is palpable. The color is truer than on a screen and you don’t need to scroll to see everything. In fact, marketing research finds that physical media is more memorable, more persuasive, and more likely to drive behavior than digital media.

Brochures achieve a number of important marketing objectives: they showcase products, build brands, provide a longer format for more information, increase leads, maintain staying power, and have the ability to be passed along. They complement a digital strategy by driving traffic to your site. They are easy to create and distribute and highly cost-effective.

Related: Hitting Your Brochure. Design out of the Park

 

But how much do brochures cost?

Brochure pricing is surprisingly reasonable, with a strong ROI. Several factors affecting price include creative/design time, print production, mailing lists, envelopes and labels, postage and fulfillment. Let’s look at typical costs and the best ways to maximize your budget.

Creative & Design Costs

$0 - $3.00 Per Person

You’ll start here. If you don’t have an in-house writer and designer, we recommend hiring them. Professionals are trained in the nuances of effective marketing practices, and the work will reflect a high level of professionalism. Good copywriters and designers typically charge between $75-$125 per hour. Ironmark offers a large and experienced creative department that can help you create a beautiful, effective brochure.

Expert Tip: A 12-page brochure require a half-hour to an hour per page, which would cost approximately $900-$3,000.

Print Production

$.03 - $2.00 Per Person

The following factors will affect pricing:

Paper Stock

The feel of your brochure is critical, so choosing a high quality, thick and smooth paper will accentuate your graphics and lend credibility and heft to your message. Studies bear this out. Typically, printers offer a “house stock” that is cost-effective. Heavier weights will cost more.

Size - what is your finished and flat size of the brochure?

Press sheets determine the costs here. Smaller pieces cost less to produce since you can fit more on a sheet.

Quantity - how many brochures are you printing?

Higher volumes equal lower costs per piece. Although you'll have a higher total, your ROI will be greater because your cost per lead is less. You can print more brochures now and mail them out over a period of time, spreading the cost of postage – or use them as sales tools or displays.

Ink - color or black and white?

Four-color costs more than two-color but there's not an appreciable difference.

One-sided Versus Two-Sided - one or two sides of print?

Most marketers print two-sided to maximize the space; there is a slight cost increase, but it’s recommended to use both sides.

Printing Digital Versus Offset - does your project require a digital or offset press?

At Ironmark, if a project requires 2,500 sheets or less, we use our digital press; if it's more than that we use our offset equipment. One is not necessarily more cost-effective than the other; costs depend upon quantities. For instance, for 1,000 sheets, offset would be much more expensive. But for 10,000 sheets, digital is much more expensive due to the “click” charges, or charge per piece of paper that runs through the machine.

Folding - how many folds will your finished brochure have?

Some common brochure formats include trifold or bifold, and many can be made to accommodate coupons as well as additional pages or fliers. Most brochures need to be folded and sealed with a wafer seal (clear tab) or the unfortunately named "booger glue" so it stays closed in the mail. If you're not distributing through the mail, this is not necessary.

Finishing Technique - how fancy do you want to get with your brochure?

To create a uniquely shaped piece, you can have a specially shaped die cut designed. Although these highly impactful pieces can be more expensive, the die cut can be used repeatedly in the future for no additional cost.

Mailing Lists

$0 to $0.30 Per Record

If you have a customer list, this part is free. If you need to buy a list, the cost depends on how many records it has, how clean the data is, and how many times you’ll use that list.

Envelopes, Labels, Postage and Fulfillment

$0.25 - $2.00 Per Piece

Since a brochure is a self-mailer, you can usually skip the envelope. Postage is a good place to save money. We can also help you find ways to cut costs, and the USPS offers a tool to calculate your business mailing price.

It’s important to look at the big picture to cut postage costs. If you find that your prospects are concentrated in a specific area, it may be more cost effective to send the brochures on a truck to that city’s postal hub, rather than mailing it from further away. Commingling is another strategy that helps cut costs; your brochures are included with other mailers and then sorted at the carrier level so your post office has less to do.

brochure costs: Putting it all together

So how much does it cost to print and ship brochures? As you’ve seen, there are a number of different scenarios, depending upon the various requirements for your piece. But if executed well, an investment in this highly effective marketing vehicle will pay for itself well beyond its cost. For professional brochures and other print projects, contact the experts at Ironmark today.

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Written by Samantha Philipson

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