Brochures: Things To Consider Before Buying
It can be easy to become overwhelmed with advertising and marketing possibilities when you are in charge of promotion, whether it is for a business, non-profit club, or event. Even though much of today's world is focused on digital means of communication, it is important that you not underestimate the importance of collateral. These are the items that people in your intended audience can bring with them as tangible reminders. Two of the most used time-tested pieces of collateral that any organization should use are brochures and custom business cards.
Brochures are probably already familiar to you. They are pamphlets that are generally folded into multiple panels that provide important information and selling points. They include text and graphics and are printed on both sides. These are handed out to your intended audience such as customers, patrons, donors, or volunteers.
The personality of your organization should be represented as accurately as possible through the design of your brochure. Brochures are either printed on glossy or matte paper, and the ink used can either be four-color for bold color or two-color for a more classic and dignified appearance.
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. This would include things like the date and time, the location, and what the event is about. Or if you are trying to solicit donations, you could include a pledge form in the brochure.
Getting cheap business cards might seem like a great way to save on overhead, but remember that business cards leave a lasting impression that will remain after you have gone out of sight. Will your low-quality business card actually hurt the reputation of your business? Absolutely. Ink smudges or flimsy paper will be a red flag to people that that organization you represent is cheap, lazy, or habitually cuts corners instead of doing quality work.
Remember that there is a fine line between high quality and extravagance when choosing your materials. Especially if you are working with a non-profit or volunteer organization, you don't want to give the impression that money coming from donors is spent unnecessarily on high cost collateral items. If you work with such an organization it is highly recommended that your goal be to focus on creating sensible brochures and business cards within a reasonable budget.
Even though much of today's world is focused on digital means of communication, it is important that you not underestimate the importance of printed materials. These are the items that people in your intended audience can bring with them as tangible reminders. Two of the most used time-tested pieces of collateral that any organization should use are brochures and custom business cards. To cut corners and 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 Advertising, Marketing
