Rick is a senior-level marketing professional with an extensive background in hospitality, tourism and enterprise technology marketing. Rick’s consulting practice – Concentric Elements – guides marketing strategies and projects for clients, who need to cultivate their business strategies, ignite the vision, develop solid marketing plans, meticulously weld a marketing support system, and fluidly integrate marketing programs to "keep strategies in focus...tactics in check. 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.”
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.
- Who is the target audience and how do I want this brochure to speak to them?
- Will this be a one time use brochure or is it the foundation for future materials to be developed?
- 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?
- What is the core message to be delivered in this brochure? Educational, high impact sales, product awareness, corporate image building, or special offer?
- Will the design size of the brochure contribute the brochures “remembrance value?”
- Does it need to be one, two or four-color to be effective?
- Are the core messages, graphics and design consistent with your current brand image? Or does it need to be?
- Once completed, does the brochure need to be available in an online format?
- Are there any channel partners or business alliances who would distribute this brochure on your behalf in order to help grow your mutual interests?
- 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.