Brochures: How To Use Them To Increase Business
Advertising and marketing any organization can be a truly daunting task. The options to choose from are seemingly endless, and it becomes very difficult to pick from among so many. Even though advertisers are increasingly relying on digital information, don't underestimate good old-fashioned methods that give people tangible reminders of your business to take with them wherever they go. These items, called "collateral items," can be time-tested promotional materials like brochures and custom business cards. These are fundamental to the success of almost any business.
Brochures are multi-fold pamphlets that can be distributed to your target audience, whether that is customers, donors, patrons, or volunteers. They contain information and statistics that is most important to your organization. Most brochures consists of three or four panels that are peppered with text and pictures, both front and back.
The design of your brochure should match the feel and personality of your organization. Brochures can be printed on either glossy or matte paper. They can use either four-color printing processes for vibrant pictures or you can choose two-color processing, which can yield an elegant and understated look.
When choosing the design for your collateral, keep your eyes on the prize. Remember to put all pertinent information on the brochure, such as date, time, location, and other necessary details about the event. Consider including a map to the location. If your event includes donations, make sure that a perforated panel of the brochure comes off and becomes a pledge form.
We all want to save a little money here and there, but ordering cheap business cards is not the way to go. People take your business cards with them and remember you based on the impression your card gives. Make sure your business cards are of good quality so people will know that your business is of good quality too.
Consider, though, that it is a fine line when choosing between high quality and extravagance. Especially when it comes to non-profit or volunteer organizations, you do not want to give the impression to potential donors or volunteers that your firm is wanton with money by wasting it on unnecessarily expensive collateral items. It is possible (and recommended) that non-profit and civic organizations aim to create sensible brochures and business cards while keeping budgetary concerns at the forefront.
Two of the most used time-tested pieces of collateral that any organization should use are brochures and custom business cards. When the time comes to design and print your company's brochure, consider your business' personality and convey that in the piece. When you are considering the design of your brochure, try to focus on your goal. For example, if you are advertising an event, make sure you include all the information that would allow a person to attend. To save on costs, it may be tempting to order cheap business cards. But remember that people will remember your business cards long after they meet you, so quality is the key.
Published July 25th, 2008
Filed in Marketing
