Why brochures still work for your business

By Steve Oakes

Do you think brochures aren’t relevant anymore?

Well, think again.

For companies that have a lot to say, brochures are the perfect tool.

Customers love having something to hold and flick through the pages while reflecting in their own time.

Here are 4 more reasons why I think businesses must include brochures in their marketing mix.

BROCHURES ARE COST EFFECTIVE

PRINT HANGS AROUND

MAXIMISE FACE-TO-FACE CONTACT

ENGAGE WITH CUSTOMERS


So why do brochures work?

I believe, brochures that are designed and produced well, are one of the most important marketing tools for your business.
Moreover, the company brochure is just as vital to your business as your most basic marketing tool – like your business card.

So I have identified 4 key brochures and what I believe should be achieved by each.

The Corporate brochure

The corporate brochure sells the credibility and capability of your company to establish trust with your prospective customers and clients.

DNA Logistics


A corporate brochure enables you to project your credentials in a positive way while outlining the benefits to anyone using your company. It must highlight your strengths and deal with any queries that a prospective client may have.

It should leave your prospect with a lasting impression of your company and a desire to know more about it.

The Sales brochure

Sales brochures sell the benefits your prospective customers will experience if they choose your product.

Harley Davidson

Providing a focus on a single product or brand and the variety of options is the role of the sales brochure. It ‘shows and tells’ your prospective customer why they need it and the benefits they will have in buying from you rather than your competition.

A sales brochure should leave your prospect with a lasting positive impression of your product and a desire to know more about it.

Product or service directories

Now onto product brochures. These brochures put your portfolio online with an easy to use format so that your customers know what products or services you sell.

Directories must provide the reference material your customer needs to know when making a purchasing decision.

It should be a comprehensive technical manual detailing your main product or service specifications and include any diagrams, photos, etc that help your prospect to choose the right product or service.

Most important of all it needs to be designed with your customer in mind – how will they want to use it, what ways do they want to search for product or service.

Financial reports

I like designing these type of brochures. Financial reports project a positive image to stakeholders and potential investors.

They are often a legal requirement but have the power to present your company in a positive manner even if the content isn’t such good news. They can project your aims and ambitions and reflect the image of the company you want to be.

The statistical information can be presented in an interesting and graphical manner so that the dynamics of what you are about are delivered in a consistent message on every page.

Therefore, it must provide the reader with an understanding of your company’s current position and sell the destination that you seek to achieve.

Why you can’t mix and match these brochure types

Mixing and matching, in my opinion, is a No, No. When companies try to combine different functions with a ‘one brochure fits all’, they often end up with a confusing brochure that is difficult to read. If it isn’t being read then it can’t do its job!

If this must be done then an acceptable combination is the corporate folder brochure. This works best if the folder carries corporate information on the inside of the folder while focusing on selling products or services in the inserts.

How and when to use your brochure to gain the maximum impact

I think there is a couple of options here. You can use your brochure as an introductory mailer. This will need a powerful sales letter to accompany it.

A ‘leave behind’ following your sales meeting. Even if you have mailed out a copy in advance of your meeting, it is always a good idea to leave another copy as a reminder.

So the key to the successful use of your brochure is planning and research. Find out what works and why!

1) Research the competition. Get hold of your competitor’s brochures, pick out the points and techniques which you feel best to communicate the sales message you have.

2) Determine your budget – this will depend on:

Quality and Quantity

Quality & Quantity

This can be based upon the quality of the brochure your competition has produced. If your prospective client has to present their research to a higher authority how would you want your brochure to compare?

The quantity should be based upon how many you will realistically use within a year.

3) Determine what you want your brochure to achieve. Listed above are the four main types of brochures.  However, there are many kinds of brochures and their look and feel are completely determined by the job they must do. Keep your brochure focused on the main points of the message you want.

So what’s next?

Now you’ve seen the value brochures can bring to your business, it’s time to put them to work!

I can recommend ways for you to use brochures to your advantage in your business’s marketing mix. I can create the designs and produce an outstanding brochure that I am confident will help your business achieve its goals.

Call me on 01293 886805 or email me at steve@turquoise-creative.co.uk today.


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How to write a design brief

How to write a good design brief to get the design you want! How do you get exactly the design you want? The ideal design you envisage in your mind, the one to take your business to the next level? A good creative design brief is the answer.

fotolia_101377468

A thorough design brief is the single most critical factor to ensure your project is successful.

What is a design brief?

A design brief is critical to the success of any creative design project as it provides the designer with all the relative information needed to exceed expectations.

A design brief needs to focus on the results and outcomes of the design and the overall business objectives of the project.

It should not attempt to suggest how the aesthetics of design could look… that’s the designer’s responsibility.

As a client, the design brief allows you to focus on exactly what you want to achieve from the design project, before any work begins.

A good design brief will ensure you get a professional design that meets your business requirements.

fotolia_72057121

How to write a good design brief

The questions below are designed to help you crystallise your thoughts and provide your designer with a complete creative design brief.

Please make sure you have fun answering the questions and remember, provide as much detail as possible!

1. What does your business do?
• What does your company do?
• What is your company’s history?

Tip: Don’t assume the designer will know everything about your company. Be concise and avoid jargon.

2. What are the goals? Why?
• What is the overall goal of the design project?
• What do you want to communicate and why?
• Are you looking to sell products or increase brand awareness of your product or services?
• How are you different from your competitors?
• Are you looking to rebrand or simply updating your promotional material?

Tip: Give the designer copies of all your current marketing material.

3. Who is the target market?
• Map out your target market demographics? e.g. age, gender, income, tastes, views, attitudes, geography, the lifestyle of your potential customers.

Tip: If your market has multiple audiences, list them in order of importance.

4. What copy (text) and pictures are needed?
• What copy do you need to include within the design? Where is the copy coming from e.g.your marketing department?
• What pictures/photographs/diagrams etc. need to be used?

Tip: The copy and pictures used in a design are as crucial as the design itself and you should clearly state who is going to be providing the copy and pictures if needed. You may need to consider engaging a professional copywriter or photographer – ask your designer for some recommendations.

5. What are the specifications?
• What size/format is the design going to be?
• Where is it going to be used? On the internet, stationery, marketing brochures on your car?
• What other information can you give the designer?

6. Have you got a benchmark in mind?
• What other material do you consider would assist the designer. This could be your competitors’ brochures.
• Remember things not to do are just as important, for example, styles that you do not like or wish to see in your design.

7. What Is your budget?
• Providing the budget upfront allows designers to advise if the project is going to be possible to complete.
• Providing a budget allows designers to match valuable time and resources to maximise your budget.

8. What is the time scale/deadline?
• Make sure you give the designer a detailed schedule of the project. Set a realistic deadline for the completion of the work. Always take into account the different stages of the design project for example consultation, concept development, proofreading, production and delivery.

Tip: Rushing a design job through helps no one and mistakes can arise, especially if a complex project is pushed through without time for reviewing it.

Occasionally, there are times when a job needs to be completed quickly. In these cases, you should be honest and clear with your designer.

Now that you know how to write a good design brief, give it a go and email us!

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Delivering maximum impact at an Exhibition

Delivering maximum impact at an Exhibition – when you’re planning to spend a significant amount on exhibiting at a show, how can you make sure you gain the maximum possible return on your investment?

Getting your graphic designer involved at an early stage makes a huge difference, as GEW found out this year.

Delivering maximum impact at an Exhibition

GEW (EC) Limited designs and manufactures UV curing systems for printing, coating and industrial applications. They have just returned from exhibiting in Brussels at LabelExpo Europe, the world’s largest event for the label and package printing industry, attracting in excess of over 35,000 visitors.

This was a significant event for GEW. Not only were they a major sponsor, but they were also launching the new ArcLED hybrid UV curing system to the international label industry. Their stand and supporting graphics needed to deliver maximum impact and appeal.

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Planning started 8 months before the exhibition, where creating the overall concept through to stand design and build was crucial to the success.

The Product: branding and design

At this early stage, there was merely a fantastic product. Together with the marketing team, we had several creative brainstorming sessions to create the brand. ArcLED was born along with the visual look and feel for the new product branding. We now had a starting point for the advertising and production of all marketing material for the exhibition.

Pre Exhibition: advertising design

The promotion started prior to the exhibition, which required the design of a targeted advertising campaign to ‘tease’ the new product into the marketplace.

Delivering maximum impact at an Exhibition

The Stand: space planning and design

As well as the stand being eye-catching, which was achieved through lighting, imagery and suspended banners, we wanted visitors to feel comfortable about stepping into the space and engaging with GEW.

Delivering maximum impact at an Exhibition
Delivering maximum impact at an Exhibition

Off-stand: sponsorship brand design

As sponsors of the exhibition this gave GEW a number of other promotional opportunities, from floor tiles to the amazing Backlit Astrid Walkway billboard. The design of which all had to be consistent in both terms of brand styling, imagery and message.

Delivering maximum impact at an Exhibition

Turquoise Creative : Delivering maximum impact at an Exhibition

Much of the success of the show for GEW lies in their foresight to engage with Turquoise Creative many months prior to the exhibition. This enabled us to really understand what our client’s objectives were and the messages they needed to convey. This insight allowed us to create the design that reflected GEW’s brand, values and products.

You hear about people going the extra mile for their clients. In this case, it was literal. We jumped on a plane to Brussels and visited GEW on their stand! It was immensely satisfying to see many months of hard work come together.

Turquoise Creative’s tips for a successful exhibition

If you are planning to exhibit at a show here are our top tips:

  1. Planning – plan your exhibition design and all supporting graphics well in advance
  2. Message – create a strong consistent product message
  3. Listening – does your designer listen to what your objectives are?
  4. Asking – do they ask questions to really understand and then listen again?
  5. Direction – listen to what your designer has to say (it will keep you on the right track!).

If you wish to gain maximum impact from exhibiting at a show please give us a call on 01293 886805 or email us.

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Exhibition design and build

Exhibition design and build. It’s all about the experience… 

We had fantastic feedback from our client after their latest exhibition in Chicago. “Our best ever” were the exact words from GEW’s Marketing Manager.

Exhibition design and build

These photos are a selection taken from LabelExpo which include a 7ft square Floor Decal and 9ft x 6ft imposing Entrance Banner. LabelExpo Americas is the continent’s largest event for the label, product decoration, web printing and converting industry.

LabelExpo Americas – www.labelexpo-americas.com

If you need to design and build a bespoke exhibition stand, or simply want to use a standard shell scheme and utilise a popup display system, then contact us now and we would be happy to help. Turquoise Creative… helping you stand out.

Have a look at other marketing work we have completed for GEW.    Please CLICK HERE

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Branding at FINAT Monaco

We are working on the branding and corporate styling for GEW. This is part of a series of new projects we have completed, below is the design for a Table Top Display for the FINAT Exhibition in Monte Carlo. FINAT is the world-wide association for manufacturers of self-adhesive labels. It was founded in Paris in 1958, and since then has been representing the whole self-adhesive supply chain.

GEW is a world-leading manufacturer of the most powerful low-energy UV curing systems. They have developed an excellent reputation as a supplier of UV drying systems for printing applications, including flexo, offset, letterpress, gravure, silkscreen and UV inkjet. We also have considerable expertise in the UV coating sector, including inert gas atmosphere curing solutions for siliconising, packaging and many other processes.

FINAT logo

FINAT is the European Association for the self-adhesive label industry. It also covers adjacent narrow-web product decoration and identification technologies.

Scope and functions

  • Providing a networking platform for converters, suppliers and indirect suppliers
  • Represent members’ interests
  • Provide a central source for industry information
  • Offer education and technical publications
  • Represent the industry’s views at EU level
  • Establish and maintain industry-related best practices, standards and test methods
  • Offer a global communication platform for regional and national associations worldwide

The FINAT Board embarked on a strategic planning journey. This journey was broken down into different stages and concluded with a detailed roadmap aimed to reach 6 strategic ambitions for the coming years.

FINAT-display

FINAT (an abbreviation of the French title: Féderation Internationale des fabricants et transformations d’Adhésifs et Thermocollants sur papiers et autres supports) is all about labels and people. In 2008 FINAT celebrated its 50th anniversary, its Golden jubilee.

Building on the success of the Coal and Steel Treaty, six countries expanded cooperation to other economic sectors. In 1957, Germany, France, Italy and the Benelux countries signed the Treaty of Rome, creating the European Economic Community (EEC), or ‘common market’. The idea was for people, goods and services to move freely across borders.

One of the objectives of the Treaty was to transform the conditions of trade and manufacture in the territory of the Community. The Treaty set the scene for further cross-border cooperation at sector level and this culminated in the foundation of various European associations in subsequent years.
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The full success story of FINAT can be found in the publication ‘United in Labels’ which was published on the occasion of our 50th anniversary in 2008. Contact the Secretariat in case you wish to receive a copy.

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