Instead of costly brochures use other ways to promote your business product


In common we have a tendency to think of brochures as a way of promoting products, and so they're in most contexts. In some circumstances, though, we may be giving away costly brochures without much hope of the prospective consumer actually reading them.

For example, exhibitions are places where an excellent numerous visitors simply collect brochures from every stand they can, without really having much intention of reading them.

Ensuring that only genuinely interested individuals have a brochure is one issue - the other problem is ensuring that the business gets the maximum "bang for a buck" from the brochure. Brochures are costly to produce and distribute - handing them out to people who will merely dump them is not great business, but nor is allowing interested parties to collect brochures from all our competitors as well as us, with out ensuring that ours will be the one that gets the results.

Thermastor Double Glazing was at one time the third-largest window business in Britain. They had been also most likely probably the most expensive - their patented insulation system was state-of-the-art and has not been matched before or since. Amongst numerous innovative marketing ideas, one of their best was the "no brochure" method, utilized at exhibitions.

The company instructed its salespeople to tell stand visitors that all the brochures were gone, due to heavy demand from other visitors. The stand staff would then offer to mail out a brochure: only the genuinely interested would give their addresses, needless to say, so instantly the salespeople would have eliminated most of the time-wasters.

The next phase of the idea was that a salesperson would turn up at the address to deliver the brochure personally. Even without any high-pressure appointment-making sales script, the salesperson would have established a personal contact, and could be in a position to leave a telephone number or (if the circumstances seemed right) to make an appointment for a demonstration of the product. The outcome of this method was that couple of brochures were thrown away unread, and a minimum of one in ten resulted in a sales call.

This concept works best on exhibition stands or other places where a big general audience can be expected to turn up. Salespeople shouldn't be too pushy when they deliver the brochure (or at any other time, in fact - individuals are wise to it). The brochures should be delivered as soon as possible after the initial get in touch with - the subsequent day is greatest, but certainly within a week, otherwise the consumer might buy from a rival. Do not be concerned that most people will not leave their addresses - that is, following all, the aim of the exercise!

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Note: This article was sent to us by: Craig Morris at 01202011

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