Brochures are excellent marketing pieces. They allow you to clearly explain your business, and also allow you to distribute them in just about any place you wish. In a way, they are your sales person when you are not around. They introduce the problem, give possible solutions, and then explain ways that your business is different. However, to ensure that your brochure is read by everyone, it is best to distribute it in the most effective way possible. Below are the top four most effective tactics, in order of most effective to least effective.
Face-to-face - Face-to-face interactions are perhaps the best way to ensure that your brochures are actually viewed by the prospect. This allows your prospect to view the brochure and also allows you to connect with them in a personal way. It also helps in brand recognition as the prospect now has a face to connect your company with. This will undoubtedly help your marketing efforts, as well as your business efforts.
Trade Shows - Trade shows are a great way to connect with prospects. They allow you to explain your services in an atmosphere that is conducive to connecting people with businesses and services. As a result, make the best of it, and bring brochures along that are directly targeted at the trade show's demographic. Having a brochure that is specifically targeted will help in personalization too.
Mailed - Mailing brochures is a great way to connect with customers at their home. Connecting with customers at their most personal time allows you to introduce your services, and allows them to view the material when its most convenient for them. Having materials mailed directly to them gives them the ability to read the brochure when they have time.
Leave-Behinds - Leave-behinds are probably one of the least effective marketing tactics. By executing a leave-behind program, you are less able to check the results of a campaign, as well as less able to connect with your customer on a personal level. However, sometimes, leave-behinds are necessary, such as the case when marketing to doctor's offices, churches and grocery stores.
Just be sure that with every tactic, you properly track the success. This can be accomplished by simply including a tracking number on every brochure. Then when the prospect calls in, ask them to reference the tracking code that is then linked to the time place and location of the distribution.
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