The brochure is perhaps the most versatile of all the standard printed marketing material formats. The reasons are clear:
First, a brochure can take a number of design configurations. In contrast, posters, post cards, and catalogs basically conform to one configuration;
Secondly, a brochure can be distributed in a number of very diverse ways. We'll discuss this variety here:
Distribution through the mail. Perhaps the most common method of distribution is through the mail. That explains why so many advertisers choose the tri-fold or vertical tri-fold brochure designs: they easily fit into a Number 10 envelope. Obviously, with mail distribution this implies a mailing list, and most of the time that means a list of existing customers.
However, that doesn't always have to be the case. It's perfectly possible - as well as legal - to create a brochure, put a tab on it to hold it together, and have the U.S. Postal Service deliver it to "Occupant" at every address in a ten block area. This is a way of getting your brochure into the hands of people who may not be aware of the service you offer and who are at the same time living in close proximity.
By being included in a shipment of ordered goods. Never let a good sales opportunity go to waste. And the best time to try to increase sales is with a satisfied customer who has just finished buying something from you. When you ship your customer her Art Deco lamp, for example, she should find in the box a brochure which details picture frames, or ash trays, or whatever other lines you sell which might appeal to her as well.
By being handed out in public - at a trade show, for example. One person can hand out an awful lot of brochures in the course of a day. And that's the theory behind why so many marketers take stacks of brochures with them to trade shows. The real advantage to handing them out this way is that you get to meet a lot of potential customers. Thus, being able to say a few words or answer a question or two may be the first steps in cementing an eventual sale. Giving out the brochure at the end of the conversation is a way of keeping the conversation fresh.
Even better, smart marketers will down tips and other bits of vital information on the brochure as she is talking to the customer, thus increasing the odds that the customer will hang on to the document. And so it's important not to discount the importance of face-to-face communication with customers. This interactive dimension is unfortunately lost in all of the other forms of distribution.
The key in brochure design is that your brochure should be designed to be distributed through as many channels as possible.
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Article Added on Monday, April 15, 2013
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