Question

Topic: Branding

Will Customers Hate My Brochure

Posted by k.pohlman on 11/24/2010 at 11:20 AM ET 500 Points
I am trying to have a summary brochure made up that represents all of our products.

It's intended to be a first contact hand-out and needs to be small enough to fit in a standard envelope.

THE PROBLEM: We have 8 products to represent which means it ends up being a 5 panel brochure so we can include the cover and general information.

I absolutely HATE the idea of doing an accordion fold and would have preferred a gate style brochure.

THE QUESTION: Am I wrong in wanting to avoid accordion fold? I envision a customer fumbling with it as if they are lost on a road trip and can't fold the map back up. And if I'm right, are there any suggestions as to alternatives??? (saddle isn't an option)

I've marked this important and urgent for the reason that I've finally gotten approval for this and want to keep the ball rolling before someone changes their mind. =o\

THANKS!!!
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RESPONSES

  • Posted by Gail@PUBLISIDE on 11/24/2010 at 11:37 AM Accepted
    I would summarize the products on a single A10 panel (both sides) and guide readers to a website where they could get more detailed information about each.

    To me, simpler is best. I don't blame you for not wanting to go the route of an accordion fold.
  • Posted by Gary Bloomer on 11/24/2010 at 11:43 AM Accepted
    Dear k.pohlman,

    There are two things that have always bothered me about brochures: first, many of them are done simply to please the person doing them, not to impart information to prospective buyers or clients.

    Secondly, brochures are often used to cram lots of information into one marketing when in reality, it might serve the company better to create other ways of communicating benefits.

    It's difficult to know for sure what will help you because you don't say which niche you're in, so if your buyers typically buy all your products, then a brochure might help. But if this isn't the case, would a face to face demonstration of a specific product create more impact?

    Why not ask your customers what they want to see, then give it to them? If I'm buying a car from Honda, I might not want a brochure of their entire range, I might just want a brochure of the Accord.

    If your list is segmented into buyer to product categories across a range of purchased products over a set period of time, it might serve you better to send multiple mailings as individual mail shots or postcards.

    The more you can connect the benefits of specific product use with specific customer needs, the more targeted your material becomes and the more you intensify the desired outcome that use of your product range bestows on the buyer. Which means your marketing dollars work smarter, not harder.

    I hope this helps.

    Gary Bloomer
    The Direct Response Marketing Guy™
    Wilmington, DE, USA

  • Posted by michael on 11/24/2010 at 11:54 AM Accepted
    Kristie,

    I don't see a huge problem with accordion fold except they almost require a separate folder for filing....unless you're talking about a full page brochure.

    You could always go with 4 products on each center page. You're not really trying to sell from there....you're trying to drive them to your website, correct?

    Michael
  • Posted by k.pohlman on 11/24/2010 at 12:01 PM Author
    Thanks for the responses so far.

    I agree with you Gary as far as ensuring that the content is meaningful to the target market. We have a wide range of truck mounted equipment, meaning from small pickups to heavy duty semis. We hit so many markets and with companies having large fleets of different equipment so we need a piece that breifly shows all we offer.

    We want to make sure that the customer that buys a crane also knows that we offer smaller service bodies, forklifts.....etc., not just the one product they purchased.

    As Gail suggested, I want to keep it simple to gain enough interest that the customer wants to contact us for further details.
  • Posted by k.pohlman on 11/24/2010 at 12:04 PM Author
    Yes Michael, it's more of a branding effort to also drive customers to contact us for more details. Each product has it's own range of equipment.

    The initial design at this point is two sided with 5 panels, each panel being approx 4"x8".

  • Posted on 11/24/2010 at 1:25 PM Member
    So many things to consider before you pick a type of fold or rule out one. At the very least, and if all else fails, you know you could easily pull off the often seen, tried and true formats. However, I'm suspecting the way you're reacting to the gate vs. accordion option is also the way your valued prospects will react: ho hum, seen it before, nothing new here blah, blah, blah.

    May I encourage you to cleanse your palette and start with a clean slate. Try brainstorming with the following thoughts in mind:

    My company rocks! Our products are superior! and our customers need to know it. Hmm, what's the best way... TV spot? Radio? Trade show? Open House? Print ads? E-blast? Mailer!!!! Yes! Hmm, now let's say I'm a busy person without lot's of time and tons of mail to sniff through, what design format would make me STOP dead in my tracks to open, read, react?? Trifold...gatefold....Accordion.... yada yada

    My point is, think out of the box. Think instead as your customer might when this strategically designed piece comes across their crammed inbox – would you be impressed enough to open it? If not, keep pushing the proverbial envelope.

    https://www.foldfactory.com/index.php

    Good luck,
    Terry

    PS - Make a effort to save promotional pieces that you receive that made you react positively or negatively. Also, include your name in your mailing list so you can experience your promotions the way your prospects receive them and refine as you go.
  • Posted by k.pohlman on 11/24/2010 at 4:08 PM Author
    Thanks for the input Terry. We have a comprehensive marketing program set up, however, this particular piece is to basically serve as a product line card.

    It's about having a simple "this is all of the types of equipment we offer" piece sans the fluff.

    Being that the US holiday begins at the end of today and there will be a 4 day lull, I'm closing this out early.

    Thanks to you all for helping me out.
  • Posted by NovaHammer on 11/24/2010 at 10:00 PM Member
    Dice x 2, huge dice but not fuzzy!

    12 sides

    10 for product image

    2 for copy & contact info


    Why wait for someone to read it (brochure/flyer/book) and pitch it?


  • Posted by cookmarketing@gmail. on 11/25/2010 at 9:55 AM Member
    Why not work-up two (2) prototypes on what 'internal' marketing feels is necessary...then ask 5-10 of your customers what serves them best?
  • Posted by k.pohlman on 11/25/2010 at 8:58 PM Author
    It's only fitting that today is Thanksgiving as I am thankful that you all are giving me so many good suggestions.

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