Effective marketing literature must first and foremost engage with its audience. To do this, we must first get beneath the skin of your audience. Only then, can we deliver. Strong ideas and strategic design solutions ensure your marketing literature clearly portrays your product offering, brand values, unique selling points and benefits.
Product literature and other company materials, whether leaflets, brochures, annual reports or sales sheets, are key to your marketing and sales efforts. They must present your company image very clearly and professionally. Not only is the text and wording of your brochure design important, but also the visual image and quality that it projects.
It is critical to highlight and emphasise the benefits of your product or service in your company leaflets and not just the specifications and features.
planning your corporate brochure
When planning your corporate brochure, consider these issues:
What will the company brochure be used for?
Overall company information, specific product specs and benefits, special information folders?
Who is the audience for each company leaflet or brochure?
Investors, partners, customers?
How many corporate sales leaflets do you anticipate for each piece?
This will help you not only budget for it, but also get an idea of what level of quality you should go for?
Your sales force must adhere to the corporate style we've been talking about. They see and talk with your customers every day and must be consistent with your planned image and position.
When you decide you need to use promotional literature as a part of your business, you don't just write copy and come up with a design. You have to think about the factors that influence the development of your company brochure.
First, what is your target audience? The age, economic status, ethnic background, educational level, and other demographic information about each of your prospects will influence how you develop your promotional literature.
You also need to think about the intended function of each piece of promotional literature. Every leaflet is not always going to have the same purpose, especially if you are selling to two different audiences. For example, you may want to develop a company sales brochure that explains your products and services in layman's terms for customers who have little knowledge of your industry and another technical sales brochure that explains your products and services in technical terms for industry insiders. Once you've developed your brochure style and design, you can use it in five different ways for the best possible results.
fulfilling requests for Information
Many people want more information on a product or service before they will commit to making a purchase. It's not possible to visit each of these prospects in person, so you need to have a company brochure readily available so you can mail it out immediately after a request is made. When you're fulfilling requests for information, you can send a sales brochure or sales catalogue alone or you can create a marketing pack that includes a brochure, sales letter, catalogue, and other literature that help prospects make a purchasing decision.
If you've ever been in a doctor's office, you know that brochure displays can be an effective way of giving information to both current customers and prospects. You can have several brochures developed to explain your business and each of your individual products and services.
leaving with prospects following sales meetings
It's hard to close a sale with just one visit to a prospect, but it's not cost-effective to keep making repeat visits in person. Having a company sales brochure to leave behind can help you give prospects additional information without having to make additional sales calls.
use as direct mail
You don't need to wait for prospects to request more information about your services. You can take a proactive approach and use your corporate brochures as direct mail pieces. Once you have assembled a mailing list of people in your target market, you can send brochures, sales letters, and other marketing materials to each household or business on the list.
promotional literature as a sales tool
Promotional literature can help businesses attract attention from prospects, but it can also help salespeople do a better job at making sales. There are several ways that a salesperson can use company marketing leaflets or brochures to make more sales. A well-written brochure can help a salesperson remember the benefits and features of a product more easily. Brochures and leaflets can also help salespeople give more effective sales presentations by giving them something to help illustrate each point of their presentations.
Call 0191 226 7321 and arrange to pop into our Newcastle design studio. Make it happen!