Archive for Branding Category
Brochures – Effective Tool or Outdated Approach?
January 26, 2011
Variety rules in advertising today. Considering the numerous marketing tools, inventive strategies, websites and online advertising, do brochures deliver or waste your money? Why create a brochure in the first place? As in any marketing approach, it depends on the type of business, who your customers are and the best way to reach those who may need your services.
What Brochures Can Do For You
“A well constructed, professional brochure drives new business to your door.” notes industry expert and The Marketing Machine Vice President, Greg Fawcett. “It shows people who you are as a company and what you have to offer.”
As A Display
- Professional brochures market your business when you’re not there.
- Provide Instant Credibility
- Serve as a take-away customers can easily pick up and review at their convenience.
As A Marketing Tool
- Delivers more than a simple business card
- Allows you to network and build positive relationships without overwhelming important contacts with too much information.
- A take-away with punch and important contact information
A Successful Brochure
- Highlights Your Business
- Creates a Positive Impression
- Is Visually Appealing
- Tells Your Customers what they need to know
- Gives Contact Information
Less Is More
Face it – we live in a “sound-bite” society. People don’t want to read a novel and quite frankly won’t read your brochure if it looks like one. When designing your brochure, leave space to insure the overall look isn’t visually overwhelming. Copy should be well spaced and hit critical points succinctly.
Consider Function
- How will you use your brochure? (trade shows, display, in-store, as part of a sales pitch, through networking)
- Who is it for? (residential, commercial, industry, professionals)
- What is the desired effect? (educate, inform, sell, promote)
Are you highlighting products? Consider a brochure heavy on photos, light on copy.
Think like a customer – what do you want to know? What do you need to know but may not ask? What do you want to see? What message do you want your brochure to convey? A professional company like The Marketing Machine and Second Gear Printing & Promotions takes the stress out of this process by knowing the right questions to ask to create a quality brochure your company will be proud to display.
Quality Counts
A brochure makes a statement and represents your company. Professionally designed and printed brochures will definitely make the best possible impression. Investing in the best quality you can afford with crisp, clear copy and sharp photos is good business. When you receive the proof of your new brochure, take it for a test drive. Show it to others and get their feedback – would they pick it up or pass it by?
For many, brochures are a powerful marketing tool. Companies who spend millions of dollars in advertising continue to use them because they work. Next time you visit a rest stop, mall or convenience store take a moment to notice displays holding numerous brochures. Chances are you will see many successful, powerful industries utilizing brochures as an effective way to market their business.
Branding 101
October 18, 2010
What Makes You Happy?
We all have our favorite coffee, cereal, peanut butter, etc. If asked, you could probably immediately name your favorite brands for all of the above. So what makes a brand a brand?
It’s All About Me!
Why are we so passionate about our favorites? What is it that causes us to choose one brand over another? Basically brands evoke a feeling, an experience that reinforces our self image – either who we are or who we want to be. You may genuinely prefer one peanut butter over another but a major part of our selection is in the packaging – the advertising, label, logo – has convinced us somehow their product is more effective, trustworthy, better tasting, safer or longer lasting.
Read More…