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Driving business in today’s competitive markets is no easy feat, but it’s not rocket science either. The right marketing mix can generate significant revenues, especially when hiring a reputable firm specializing in B2B marketing consulting. Such a partnership can help you multiply your profits with very little risk.
A reputable firm with many years of experience and expertise can help you adopt unique marketing strategies to spread a great deal of awareness about your products and services, so that you can focus on actually running your business. Marketing firms today offer a combination of product management, market research and competitive intelligence, website development, search engine optimization (SEO), PR, social networking, event planning, and even video production. All of the services mentioned above are intended to generate maximum awareness about your business, but we are going to focus on one that is increasingly overlooked: the company sales brochure.
Those seeking effective B2B marketing solutions should consider the following company brochure benefits:
• Provides a tangible leave-behind for sales reps and is a valuable takeaway at trade shows and events
• Serves after the sales call in the decision-making process
• Isn\'t forgotten in email in-boxes, deleted or routed to spam folders sight unseen
• Creates another marketing channel to funnel customers to your business
• Reinforces company messaging and branding
• Establishes your differentiation vs. competition
• Helps train and guides your sales reps, especially those who lack experience
If you\'re considering a brochure for your business, here are a few guidelines to consider whether you are working with an outside firm or not:
• Focus the message by limiting its scope to the top 3-4 key areas of your business (your website can cover more)
• Start with a color scheme that matches your logo and use additional colors that are complimentary based on the color wheel (e.g. use orange with blue to make your brochure \"pop\")
• Use images to visually reinforce brochure text
• Use unframed images so both text and images flow together or you’ll run the risk of it looking like it was created in Microsoft Word
• Prominently feature contact information and calls-to-action throughout the brochure (e.g. list your website URL on every page)
• If you write your own copy, make sure you have a good editor
• Use inserts for specific, supplemental information (e.g. vertical marketing sheets, product data sheets, vendor info)
We recommend going with a four-page design, printed on 100-110lb. gloss. Digital printing is usually more cost-effective than offset printing, particularly in smaller quantities. Most of our clients print 250-500 brochures at a time to keep expenses down and because things change quickly. This necessitates updates of the brochure every 9-12 months. Using different form factors, like a triangle or rounded corners, can help your brochure stand out further, but make sure you get a quote from a printer before using a custom size or the printing cost may be a most unpleasant surprise.
If you mail these brochures, we recommend thinking through the envelope design in parallel to the brochure. Otherwise, an impressive brochure may never see the light of day, because the plain white or yellow envelope fails to generate enough interest to open it.
A reputable firm with many years of experience and expertise can help you adopt unique marketing strategies to spread a great deal of awareness about your products and services, so that you can focus on actually running your business. Marketing firms today offer a combination of product management, market research and competitive intelligence, website development, search engine optimization (SEO), PR, social networking, event planning, and even video production. All of the services mentioned above are intended to generate maximum awareness about your business, but we are going to focus on one that is increasingly overlooked: the company sales brochure.
Those seeking effective B2B marketing solutions should consider the following company brochure benefits:
• Provides a tangible leave-behind for sales reps and is a valuable takeaway at trade shows and events
• Serves after the sales call in the decision-making process
• Isn\'t forgotten in email in-boxes, deleted or routed to spam folders sight unseen
• Creates another marketing channel to funnel customers to your business
• Reinforces company messaging and branding
• Establishes your differentiation vs. competition
• Helps train and guides your sales reps, especially those who lack experience
If you\'re considering a brochure for your business, here are a few guidelines to consider whether you are working with an outside firm or not:
• Focus the message by limiting its scope to the top 3-4 key areas of your business (your website can cover more)
• Start with a color scheme that matches your logo and use additional colors that are complimentary based on the color wheel (e.g. use orange with blue to make your brochure \"pop\")
• Use images to visually reinforce brochure text
• Use unframed images so both text and images flow together or you’ll run the risk of it looking like it was created in Microsoft Word
• Prominently feature contact information and calls-to-action throughout the brochure (e.g. list your website URL on every page)
• If you write your own copy, make sure you have a good editor
• Use inserts for specific, supplemental information (e.g. vertical marketing sheets, product data sheets, vendor info)
We recommend going with a four-page design, printed on 100-110lb. gloss. Digital printing is usually more cost-effective than offset printing, particularly in smaller quantities. Most of our clients print 250-500 brochures at a time to keep expenses down and because things change quickly. This necessitates updates of the brochure every 9-12 months. Using different form factors, like a triangle or rounded corners, can help your brochure stand out further, but make sure you get a quote from a printer before using a custom size or the printing cost may be a most unpleasant surprise.
If you mail these brochures, we recommend thinking through the envelope design in parallel to the brochure. Otherwise, an impressive brochure may never see the light of day, because the plain white or yellow envelope fails to generate enough interest to open it.
Sean Parnell is the author of this article on Company Brochure Benefits. Find more information on B2B Maketing Consulting here.