For any organisation worth its onions and that engages in promotions, a marketing brochure serves as a real tool to showcasing focal strengths of the firm. They come especially handy during trade shows, and in this article we will be looking at some tips you could employ in designing such brochures that could be given out during such shows.
When designing for a trade show, your brochure should send a clean cut message at all times. When combined with business cards and catalogue, they provide prospective clients with more solid information about brand and the firm.
Trade show brochures should bear your profile, history, contact information, services, etc. It’s important that you use only needed information that are easy to read.
In this case, bullets points can prove to be more effective compared to paragraphs. Only the really important points of your message should be showcased. Ensure that the information here is what the audience truly needs about your brand.
It is advisable that brochures be personally given pout to trade show participants as well as booth visitors. This will not only personalize your business but show as well that you care about one-on-one interaction which is a key part of good customer service; though it’s just a sample of what you do offer to potential clients.
Let’s take a look at some tips you could use in designing a marketing brochure that can be given out in trade shows and other events of similar nature.
Write with linear construction
Information should be presented in a pleasing and organized fashion, given that a brochure is a static document. A linear construction appeals more an audience. What this means is that each section of the brochure MUST introduce the next section. A really cool sequence to the next section should be constructed.
Contents should be organized into an information funnel, from general to specific. A typical brochure would show the following information:
- Mission or purpose of business
- Advantages or Benefits
- Call to Action and
- Contact Information.
The order shown above may vary, but it is required that you present the important information in an easy followable and organized fashion for the readers benefit.
Edit content for design and readability
Space is not something that is affordable with brochures, so there is need for proper planning on what you need to put on the material. It is necessary to capture the reader’s attention with few words, taglines or images. In fact, every word counts! There is no problem with having white space on a brochure as long as the important information is there.
You might want to consider reducing content where possible by using bullet points, creating main point bold headlines, having someone edit your work, and evenly distributing content throughout the brochure.
Allow brochure to complement your branding or trade show booth
If you plan on distributing the brochure during a trade show, then you should use the material to provide more information to visitors and attendees. It’s really not cool overwhelming the audience with data and information when making demos at your booth. You could always refer them to the brochure for more information.
Include branding material
The important parts of your marketing messages, the key ones, should and MUST help the audience differentiate you from your competitors. This cannot be over-emphasized. What this means is that you should include:
- brand logo
- tagline and
- mission statements.
Let everyone know that your company is unique. This will help in bringing in more clients.