You have seen a thousand brochures in a thousand different places. Why? A good advertising campaign is not complete without a brochure. Brochures offer poignant and saleable information at a time when the consumer is most interested and receptive. Have you ever stopped at a rest area on the highway, when on vacation, and picked up a brochure on some local attraction? Have you read about the latest super prescription drug while waiting in the doctors office? Did you pick up a brochure on windows at the last home show? Brochures work. How often does a sales lead pick up your product offering of his/her own volition? Properly positioned brochures are mostly picked up by persons interested in your products or services NOW.
How do I get started?
- Market research
- Design a brochure
- Distribution
Market Research
Market research is the single most important step in any advertising campaign. With the high cost of advertising today, few companies can afford the shotgun approach for the distribution of brochures or for purchasing ad time or space. Your research should bring focus to who your customers are and the three W's. What do they buy? Where do they buy? When do they buy?
Obviously, the purpose of this research is to get these customers to buy from you. Knowing their buying habits makes selling them much easier. Good market research should show you the reasons that consumers buy a particular product or service. Consumers are people, and people purchase goods and services for the perceived benefits. Using this information takes you to the next step
Designing a Brochure
If your market research is adequate, this process will fall into place fairly quickly. Based on the information you have, design your brochure to appeal to the motivating factors behind the purchase. Travel brochures should show destinations. Attraction brochures should show people having fun. Candle brochures should show candles in relaxing decor. Whether you are selling lawn mowers or landscaping services, lawn mowing brochures should show manicured lawns.
Avoid the big mistake. Don't be so enamored by your product or service that you emphasize it rather than the benefit the consumer receives. People buy what they perceive as good for them. When you buy an airline ticket, you are actually purchasing the destination, not the trip. When you purchase a cruise, you are purchasing the trip, not the destination.
Here are a few must haves that seem obvious but are often overlooked.
- Company name
- Address
- Phone number
- Hours of Operation
- Service or delivery area
- Map (if appropriate)
- Languages spoken
- Definitive description of product or service
- Prices or price comparisons
(brochures without get tossed)
Make the front of the brochure an inviting, exciting front door to your business. Brochures are picked up by what is displayed on the top 1/3 of the front panel. Let the information flow naturally from panel to panel. Brochures are read as they are unfolded. Fold 8 1/2" x 11" sheets of paper into thirds and layout several brochures. Pick up and read through your design to find which one feels best. Then let your ten best friends and enemies do the same. Ask questions and get input so you can create a brochure that gets results. You can make changes later but you can never make a second "first impression".
On to the mechanical part. Pick a printer with experience in the brochure industry. I believe that you will find this link very useful. Americasprintshop is one of my favorite resources for information on publishing. You can find some additional resources for printers at www.displaytime.com/printing.htm.
Distribution
OK, you did due diligence on the market research, designed your brochure and found a great printer. Now it's time to get the information out. Part of your market research told you where to find your prospective customers. That is exactly where you want them to find your brochures. If you are promoting a local business of general interest, distribute your brochures in that market. Locally owned small businesses and government agencies will give you space if you provide them with attractive non-obtrusive brochure or business card holders. We have some nice inexpensive brochure holders at DisplayTime.
If you are promoting your product or service on a regional or national platform, you will need to reach out to other sources. Among these may be,
- Brochure distribution companies
- Direct mail
- Publication insert
- Distribution within your own organization
- Distribution among wholesale customer base
- Website request for information
- Advertising for request for information
There are several regional and national brochure distribution companies. They specialize in the tourist industry and you can find a good resource at www.apbd.com. If you are not a B & B, ski resort or hotel, you need to explore some other options.
Direct mail has always been a viable option for many merchandisers. Do the math! When you do the math, make sure you include ALL the costs of mailing. If you can live on a one percent return direct mail works. A good resource for direct mail information is www.the-dma.org.
Publication inserts are also a tried and true merchandising solution. Inserts can be targeted locally, regionally and nationally. Additionally, they can be demographically targeted depending on the publication they are added to. Again, do the math and make sure you can be profitable on the percentage of return you receive. Based on your market research, you should pick magazines and newspapers that serve the same demographics, as much as possible, as your customer.
Distribution among your own organization, wholesale, or retail customer base is a no-brainer. These are consumers that already know you, your products or services and is obviously your best shot at new business. Present your new product or service differently than you have in the past. Make an impact.
Website or media advertising request for information offers the highest potential return of all brochure distribution means. For someone to make an effort to take five minutes and make a request indicates they have serious interest in your offering. If you send a well designed, information packed brochure, you will likely make a sale. This is a lead that deserves 100% follow up.
Questions, comments, ideas, input
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