Downloads - Helpful Tips For Your Brochure
Downloads - Website Or Brochure?
A strong, simple headline is essential. Your sales message needs to appear in the top 2-3" of the front panel. The headline should be repeated on the back panel. Be sure to include the days/hours of operation, a simple map with written directions, and a telephone number, toll-free if possible. Try to include a call to action (special offer/discount). If using photographs, make sure they are current, clear and appealing.
Discuss the size of your brochure with your designer, distributor and printer. Vertical layout is essential. Information containing the State/City, subject and pertinent information, should be displayed "boldly" within the upper 3 or 4 inches of the brochure for "in-rack" visibility. Brochures should be folded 4" x 9" for proper rack display.
Compare the costs and availability of the paper you presently use to that of a suitable substitute. However, insure that you specify "vertical grain" and we recommend not less than 80lb coated stock for a three-fold, "four color" brochure. For "Rack Cards" we recommend the following minimum for paper weight: 10 point stock.
Both you and your distributor should discuss the areas of service desired as well as the numbers of brochures that will be required. If you are using 50,000 or more brochures per year, it would be to your advantage to seek prices from "web-fed" printers. In addition: Welcome Stations and Travel Shows use large volumes.
Good photography is key to the success of any brochure. Try to provide your designer or printer with the best quality images at your disposal. Photos in your final brochure will only be as good as the originals provided. Always be sure to secure the necessary usage rights to any image - the photographer may still hold the copyright. The best results are achieved through color transparencies, i.e. slides or larger format transparencies. The second choice for originals would be a regular photographic prints. Using color negatives is strongly discouraged.
It is wise to date your materials on the back. Remember materials destined for international usage must be annotated: "PRINTED IN ______"(note applicable country).
Remain with a "simple fold." This will assure reasonable folding costs as well as a sturdy brochure for your selected paper.
Band 500 brochures in each bundle. Paper bands are sufficient. Within each bundle, all brochures, should face the same direction. Some types of brochures might need only 100 per bundle.
The maximum weight of each box of materials should not exceed 39 pounds. Mark each box with the client's name and contents of the package including the numbers of brochures. Insure a full container for shipping purposes. All shipments are to be sent PREPAID. Boxes not filled can be damaged during shipping and storage. Pack them well with recyclable materials.
Verify with the producer (ad agency, graphics arts firm an/or printer) accessibility to and ownership of intellectual property and preparatory materials contained in the printed piece. Some of the materials in your brochure may be owned by third parties. Ownership may be governed by Copyright Laws and varies within the graphic arts community.
See if others in your business may be printing a brochure of a similar size and quantity as yours. Inquire as to the possibility of running your brochure at the same time assuring a savings to you both. In other words, "Hunt for a friend to carpool with."
You can benefit tremendously from giving your printer your order during the late fall and allowing him the entire winter to print your brochure. The printer can usually print the brochure at his convenience. This may give you more flexibility in price without jeopardizing your delivery deadline.
This information is provided as a courtesy service from the Association of Professional Brochure Distributors. For more helpful tips contact your local distributor.
by Bill Messerschmidt
The Tourist Industry discovered the Internet in the 1990's, and it's paying off wonderfully. However, it would be a mistake to put all your eggs in the internet basket.
Web sites need to be promoted, and one of the best ways to get your web address out to the public is through an attractive, full color brochure.
In most families, there is one member who is the "computer specialist" who glances at each web site for an average of about 30 seconds. Is he the one that will be especially attracted to your property?
Will the ink-jet printout really do justice to your property, that is if the person viewing the web site is sufficiently impressed by your particular site to print it out?
Brochures can be shared by the whole family, passed around the dinner table and shown to friends, relatives and workmates, possibly resulting in future business with them.
Your web site should include a means for the prospective guests to request more information. This way, not only will your brochure continue selling after the computer is switched off, but you will end up with a valuable commodity: a mailing list of all the people that have expressed interest in your property!
Later on, you could do a mail-out, perhaps with a post card announcing special, off-season rates, etc.
Our advice is: work the web for all it's worth, but don't overlook the proven benefits of a Full Color Brochure.
Especially now that the effectiveness of both methods of advertising is enhanced through the marriage of web technology and professional, full-color printing!
Courtesy of Burco International, Inc.
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