There’s something about a printed piece that can’t be duplicated in a website or email. “Ultimately the collateral piece is the door that gets the prospect to call, to speak to a person and form a relationship,” says Sandra DeMond, director of marketing at Chatsworth, CA-based Creative Technology. But how to create an effective brochure?
Read Brochures for AV Pros, Don’s April column for ProAV Magazine. Marketing managers from staging firm Creative Technology, manufacturers Acoustic Innovations and LIberty Wire and Cable, AV consultant Kirkegaard Associates, and integrator AVI Tampa offer their views on setting goals, creating an effective message, getting it across with appropriate copy, graphics and printing, then measuring results.
“It’s your face to the public,” says Acoustic Innovation’s Rick Schuett. “It’s worth a substantial investment of time and money.” Read more. |
