There are five types of brochures our customers print. Each type affects the media buy and distribution strategy for their organization.

Leave-Behind Brochures

This type of marketing collateral consists of brochures left behind after meeting a potential customer. This type of brochure is written with a complete description of the company's products and benefits. It can be a sales person's best tool to remind, educate, or inform the customer. It serves as a summary of the sales pitch.

How many should I buy? Determine the number of potential client meetings your sale force will have with customers over the target timeframe (i.e. a quarter or year) and multiply it by the average size of the meetings (i.e. one-to-one, three-to-three, etc.) Ten sales people x 5 meetings each per week, x 50 weeks per year x 3 person meetings = 7500 brochures for a minimum buy.

Point-of-Sale Brochures

This type of collateral describes the material you encounter standing in line at the bank or the check-out stand. Many businesses have racks of brochures conveniently located right there for customers to enjoy and take with them. The typical buy should be enough to service 10% of the number of customers who visit your business over the target period. Keep in mind the more attractive or eye-catching the design, the higher the pick-up rate will be. Your goal is to make the brochure as attractive as possible to educate or entice customers about additional products and services.

Respond to Inquiries Brochures

People are responding via email, mail or phone wanting more information about a product or service. This is a qualified buyer. This is a person with interest who's identified your company as having a product or service they need. A brochure must be sent on the specific product. The brochure's design must take the prospect to the next point in the sales process. The brochure must close the sale, convince the person that this is the right product and to buy now.

How many should I buy? Determine the number of potential prospects interested in a product for a target period. Assume 10% will call, write, or email for more information. This type of brochure can also be used at tradeshows to cultivate interest in your products.

Direct Mail Brochures

This is the type of brochure is included with direct mail packages. This typically accompanies the sales letter, but the photos and salient product points of the brochure make the package more effective.

How many should I buy? Determine the response that you want and divide by 3%. Typically only three percent respond to a direct mail campaign. To mine 300 sales from direct mail: 300/.03 = at least 10,000 direct mail brochures should be sent.

Sales Support Tool Brochures

Sales support brochures are similar to leave-behind brochures, but these are used as selling aids. The salesperson may use the unfolded piece as a part of their pitch. These brochures have larger copy, diagrams, and photos. This is typically a one-to-one sell.

How many should I buy? Ten sales people x 5 meetings each per week, x 50 weeks per year x 1 person meetings = 2500 brochures for a minimum buy. Because of the larger size of these brochures, it's good to work with a printer like Graphic Ventures. We can help you design your brochure, so that it is printed in the most cost-effective manner. Utilize our expertise to help print excellence on your pages.

Graphic Ventures can assist with:

• Small (5,000) to Large Run Printing (500,000 pieces)
• Design of your brochure
• Mailing and other fulfillment needs
• Digital Archival
• Secure Web Content Management

 

Reference: Apryl Duncan is an advertising and PR pro with more than a decade of experience working in the advertising, television, marketing and public relations industries. She's currently a freelance copywriter and online career course instructor helping budding ad gurus enhance their careers. Find her at About.com