Duct Tape Marketing

Even in today’s multi-media, high-tech environment, there is still a need for a concisely written, high-impact, to the point printed brochure.  Regardless of the intent – corporate marketing, product sales or consumer awareness – print is still somewhat “king.”

Prior to rushing forward and cranking out a “need to have it now” brochure, sit back, count to 10, and ask yourself these questions. 

1. Who is the target audience and how do I want this brochure to speak to them?
   
   
2. Will this be a one time use brochure or is it the foundation for future materials to be developed?
   
   
3. Can this brochure be used for multiple activities – i.e. direct mail, tradeshow distribution, sales visit leave behinds, training, as an insert in a publication?
   
   
4. What is the core message to be delivered in this brochure?  Educational, high impact sales, product awareness, corporate image building, or special offer?
   
   
5. Will the design size of the brochure contribute the brochures “remembrance value?” 
    
6. Does it need to be one, two or four-color to be effective?
   
   
7. Are the core messages, graphics and design consistent with your current brand image? Or does it need to be?
   
   
8. Once completed, does the brochure need to be available in an online format?
   
   
9. Are there any channel partners or business alliances who would distribute this brochure on your behalf in order to help grow your mutual interests?
   
   
10. Does the brochure have a short-term or long-term distribution life?

In the long run, you will save time, effort, and money by answering these simple questions in advance of embarking on your brochure development journey.