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Do You Really Need a Brochure?


Traditional brochures typically tell the story of your company, i.e. they give evidence that you or your company have the wherewithal in personnel, capital, clout and expertise to perform the services you say you can perform or deliver the product you're selling. They are usually 3 or 4 panel affairs, printed on glossy paper, and featuring nice graphics or photographs. Think of company brochures as a resume for your business...Thus they are part of your "collateral" package.

But do you need a company brochure? Producing a company brochure is often time-consuming and expensive. The money and effort spent creating a company brochure may be better used on another marketing method.

Four questions to help you decide if you need a company brochure:

1. Do your competitors use company brochures?

That doesn't mean your biggest competition printed a brochure in 1992 and still have 1000 copies sitting around their office in dusty boxes. If you see your competitor's brochure when you make calls to potential clients, if they're mailing them out to your target area, handing them out at association meeting, etc., then you need one, too.

2. Do your clients ask for one?

If your clients expect a company brochure, then you should have one available. The more costly the service or product you provide, the longer the buying process will take your customer. Brochures and accompanying sales literature are often passed up the decision-making chain along with the purchase order. They are a way for the purchasing agent/buyer to back up their choice of vendor and product.

3. Is your service or product something visual?

If you're a graphic designer, photographer, kitchen remodeler, lighting consultant or if you have an aesthetic product, then you probably need a brochure. People will want to see examples. A company brochure is a good place to showcase your best work. If your selling stainless-steel wingnuts, then the customer will probably be more interested in a product sheet.

4. Is your service or product very complex, unusual or very specific? If your product or service is complicated or rare, you may need a company brochure to explain what you're selling and why. For instance, if your company provides second-tier program management for subgrantees, you are going to need to explain your company to potential clients. If you're a French restaurant owner, you won't need a company brochure (but give out menus).

Segarin Monk is a marketing specialist promoting social betterment programs for governments and non-profit organizations. He believes in high-integrity, pass-it-on, pay-it-forward marketing. See more articles from this author at: http://marketingyogi.blogspot.com/


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Fri. August / 07 / 2020

News Corp Posts Wider Loss as Coronavirus Pummels Advertising Revenue - The Wall Street Journal
News Corp Posts Wider Loss as Coronavirus Pummels Advertising Revenue  The Wall Street Journal

Muralist restores historic advertising artwork | Local News - Beloit Daily News
Muralist restores historic advertising artwork | Local News  Beloit Daily News

ITV suffers steepest advertising slump in its history amid pandemic - MarketWatch
ITV suffers steepest advertising slump in its history amid pandemic  MarketWatch

Facebook bars pro-Trump PAC from advertising, citing repeated false posts - WHTC News
Facebook bars pro-Trump PAC from advertising, citing repeated false posts  WHTC News

Gannett and Tribune newspaper chains see subscriber growth amid plunging advertising. - The New York Times
Gannett and Tribune newspaper chains see subscriber growth amid plunging advertising.  The New York Times

Venatus Expands In-Game Advertising Offering With Frameplay - MarTech Series
Venatus Expands In-Game Advertising Offering With Frameplay  MarTech Series

Google wants a bigger chunk of Spotify and Pandora's revenue - Business Insider - Business Insider
Google wants a bigger chunk of Spotify and Pandora's revenue - Business Insider  Business Insider

How a virtual advertising 'camp' saved internships for 200 students - AdAge.com
How a virtual advertising 'camp' saved internships for 200 students  AdAge.com

Travel Brands Doubled U.S. TV Advertising in July - Skift
Travel Brands Doubled U.S. TV Advertising in July  Skift

Times online advertising and subscription revenue exceeds print revenue - Crain's New York Business
Times online advertising and subscription revenue exceeds print revenue  Crain's New York Business

ViacomCBS Q2 Profit Slides on Advertising Declines Amid Coronavirus - Variety
ViacomCBS Q2 Profit Slides on Advertising Declines Amid Coronavirus  Variety

Lamar Advertising earnings drop - The Advocate
Lamar Advertising earnings drop  The Advocate

Wilkes-Barre police issue warning over advertising scam - fox56.com
Wilkes-Barre police issue warning over advertising scam  fox56.com

Gates a useless advertising tool for the Developer - Villages-News
Gates a useless advertising tool for the Developer  Villages-News

Why Microsoft's Potential TikTok Acquisition Probably Isn't About Advertising - AdExchanger
Why Microsoft's Potential TikTok Acquisition Probably Isn't About Advertising  AdExchanger

BHW1 rebrands to AmpliFi Advertising - The Spokesman-Review
BHW1 rebrands to AmpliFi Advertising  The Spokesman-Review

Top 2 Advertising/Marketing Stocks To Buy In 2020 - Forbes
Top 2 Advertising/Marketing Stocks To Buy In 2020  Forbes

Lamar Advertising Co (LAMR) Q2 2020 Earnings Call Transcript - Motley Fool
Lamar Advertising Co (LAMR) Q2 2020 Earnings Call Transcript  Motley Fool

Vendi Advertising certified as Woman-owned Business Enterprise - News8000.com - WKBT
Vendi Advertising certified as Woman-owned Business Enterprise  News8000.com - WKBT

Snap CMO Kenny Mitchell Says New B2B Campaign Targeting Advertisers Highlights The ‘Snapchat Generation’ - Forbes
Snap CMO Kenny Mitchell Says New B2B Campaign Targeting Advertisers Highlights The ‘Snapchat Generation’  Forbes

Playwire to Give All Online Publishers Insights on Advertising Technology, Page Speed, Site Performance, and Ad Optimization - MarTech Series
Playwire to Give All Online Publishers Insights on Advertising Technology, Page Speed, Site Performance, and Ad Optimization  MarTech Series

Podcast advertising to hit $1 billion in 2021 - Fox Business
Podcast advertising to hit $1 billion in 2021  Fox Business

Black-Owned Media Companies Call for Advertisers to Start Spending - Black Enterprise
Black-Owned Media Companies Call for Advertisers to Start Spending  Black Enterprise

Biden Unveils Quarter-Billion-Dollar Campaign Advertising Blitz - The New York Times
Biden Unveils Quarter-Billion-Dollar Campaign Advertising Blitz  The New York Times

Paid advertisement controversy rattles Korean YouTube industry - The Jakarta Post - Jakarta Post
Paid advertisement controversy rattles Korean YouTube industry - The Jakarta Post  Jakarta Post

Digital Advertising Company Mediaocean Acquires Symsys - Martechcube
Digital Advertising Company Mediaocean Acquires Symsys  Martechcube

WCS Issues Scam Alert on "Sports Media Advertising" Company - Williamson Source
WCS Issues Scam Alert on "Sports Media Advertising" Company  Williamson Source

Advertising for the 'reasonable consumer' in food and beverage labeling - Food Dive
Advertising for the 'reasonable consumer' in food and beverage labeling  Food Dive

AIM organizes The 2nd HK Digital Advertising Start-ups X Publishing Promotion Support Scheme Awards Presentation Ceremony and Winners' Sharing Seminar - Yahoo Finance
AIM organizes The 2nd HK Digital Advertising Start-ups X Publishing Promotion Support Scheme Awards Presentation Ceremony and Winners' Sharing Seminar  Yahoo Finance

Audi Isn’t The First Automaker To Slip On An Advertising Banana Peel - Forbes
Audi Isn’t The First Automaker To Slip On An Advertising Banana Peel  Forbes

Advertise with Us - Tommie Media
Advertise with Us  Tommie Media

SEC Proposes Fund Disclosure, Advertising Rule Modifications - National Association of Plan Advisors
SEC Proposes Fund Disclosure, Advertising Rule Modifications  National Association of Plan Advisors

How attitudes towards feminism shape responses to sexualised advertising - Warc
How attitudes towards feminism shape responses to sexualised advertising  Warc

Google Expands Audio Advertising Options to Help Brands Tap Into Increased Audio Engagement - Social Media Today
Google Expands Audio Advertising Options to Help Brands Tap Into Increased Audio Engagement  Social Media Today

‘Building up a community first’: Instagram Reels has little on offer for advertisers — for now - Digiday
‘Building up a community first’: Instagram Reels has little on offer for advertisers — for now  Digiday

KSL-TV Explains How to Measure ROI Based on Local CTV Advertising [VIDEO] - TVRev
KSL-TV Explains How to Measure ROI Based on Local CTV Advertising [VIDEO]  TVRev

Lamar Advertising removes anti-mask billboards, declines to display 3 of 4 ads from anti-racism group - The Spokesman-Review
Lamar Advertising removes anti-mask billboards, declines to display 3 of 4 ads from anti-racism group  The Spokesman-Review

Roku balances short-term advertising shadows against long-term streaming growth - S&P Global
Roku balances short-term advertising shadows against long-term streaming growth  S&P Global

AIG Life & Retirement Launches We See the Future in You Advertising Campaign at 2020 PGA Championship - Business Wire
AIG Life & Retirement Launches We See the Future in You Advertising Campaign at 2020 PGA Championship  Business Wire

Button's ReachTM Partners with Rakuten Advertising to Transform App Installs for Sam's Club - PerformanceIN
Button's ReachTM Partners with Rakuten Advertising to Transform App Installs for Sam's Club  PerformanceIN

Mediavine Integrates with Centro's Basis Programmatic Advertising Platform - PRNewswire
Mediavine Integrates with Centro's Basis Programmatic Advertising Platform  PRNewswire

After more than 1,000 firms boycotted Facebook, what's next for ads on social media? - CNBC
After more than 1,000 firms boycotted Facebook, what's next for ads on social media?  CNBC

How to Create Video Advertising Campaigns for the Long Run - Entrepreneur
How to Create Video Advertising Campaigns for the Long Run  Entrepreneur

Trump campaign restarts TV advertising with spots slamming Biden - POLITICO
Trump campaign restarts TV advertising with spots slamming Biden  POLITICO

In-Depth Future Innovations: Cloud Advertising Market SWOT Analysis by Key Players: Cisco Systems, Microsoft, Google, Adobe - Market Research Posts
In-Depth Future Innovations: Cloud Advertising Market SWOT Analysis by Key Players: Cisco Systems, Microsoft, Google, Adobe  Market Research Posts

Disney Plus subscriber numbers are soaring — but that's not the whole story - Business Insider - Business Insider
Disney Plus subscriber numbers are soaring — but that's not the whole story - Business Insider  Business Insider

The Return to Live Sports Will Force TV Advertisers To Rethink Their Approach - AdExchanger
The Return to Live Sports Will Force TV Advertisers To Rethink Their Approach  AdExchanger

Scrutiny of bailout pushes Householder’s Enterprise into advertising frenzy - The Newark Advocate
Scrutiny of bailout pushes Householder’s Enterprise into advertising frenzy  The Newark Advocate

Facebook has been barely impacted by big advertisers' boycott — here's why - TNW
Facebook has been barely impacted by big advertisers' boycott — here's why  TNW

National protests on racial inequity pushed Perform[cb] CEO into new territory - Tampa Bay Business Journal
National protests on racial inequity pushed Perform[cb] CEO into new territory  Tampa Bay Business Journal

TikTok gives advertisers an emergency ripcord in case Trump gets his ban - AdAge.com
TikTok gives advertisers an emergency ripcord in case Trump gets his ban  AdAge.com

Lamar Advertising (LAMR) Misses Q2 FFO and Revenue Estimates - Yahoo Finance
Lamar Advertising (LAMR) Misses Q2 FFO and Revenue Estimates  Yahoo Finance

Lamar Advertising Company Announces Second Quarter Ended June 30, 2020 Operating Results - GlobeNewswire
Lamar Advertising Company Announces Second Quarter Ended June 30, 2020 Operating Results  GlobeNewswire

Ubisoft and In-game Advertising Platform Anzu.io Brings Blended In-Game Ads Into Trackmania - MarTech Series
Ubisoft and In-game Advertising Platform Anzu.io Brings Blended In-Game Ads Into Trackmania  MarTech Series

Advertising Revenues Projected To Decline In 2020 Worldwide - Forbes
Advertising Revenues Projected To Decline In 2020 Worldwide  Forbes

etailz Announces New Features for AdManager to Optimize Amazon Advertising Marketing - PR Web
etailz Announces New Features for AdManager to Optimize Amazon Advertising Marketing  PR Web

Global Online Advertising Market Outlook Industry Analysis, Size, Share, Growth, Trends and Forecast, 2026 - AlgosOnline
Global Online Advertising Market Outlook Industry Analysis, Size, Share, Growth, Trends and Forecast, 2026  AlgosOnline

Coca-Cola comes out of advertising lockdown with 'manifesto for change' commercial - Netimperative
Coca-Cola comes out of advertising lockdown with 'manifesto for change' commercial  Netimperative

We banned advertising for cigarettes. Should we do the same for SUVs? - GreenBiz
We banned advertising for cigarettes. Should we do the same for SUVs?  GreenBiz

Vengo Launches Digital Media Platform for In-Store Advertising, Partners - MarTech Series
Vengo Launches Digital Media Platform for In-Store Advertising, Partners  MarTech Series

OneTrust Expands OTT Capabilities to Help Publishers and Advertisers Capture and Communicate Consent - MarTech Series
OneTrust Expands OTT Capabilities to Help Publishers and Advertisers Capture and Communicate Consent  MarTech Series

Advertisers: Start building your 3D asset library now - Verizon Communications
Advertisers: Start building your 3D asset library now  Verizon Communications

Fiat Chrysler Reorders Its Advertising Around Digital Demands - Forbes
Fiat Chrysler Reorders Its Advertising Around Digital Demands  Forbes

Amazon Sponsored Advertising - How to Optimise Your Way to a Profitable Q4 - World First Foreign Currency Exchange
Amazon Sponsored Advertising - How to Optimise Your Way to a Profitable Q4  World First Foreign Currency Exchange

More Than 1,000 Companies Boycotted Facebook. Did It Work? - The New York Times
More Than 1,000 Companies Boycotted Facebook. Did It Work?  The New York Times

Empowering our Community | Advertise With Us | bendbulletin.com - Bend Bulletin
Empowering our Community | Advertise With Us | bendbulletin.com  Bend Bulletin

New Jersey's COVID-19 Advertising Campaign Targets 30-something's 'Risky Behaviors' - TAPinto.net
New Jersey's COVID-19 Advertising Campaign Targets 30-something's 'Risky Behaviors'  TAPinto.net

Demand Side Platforms (DSP) for Programmatic Advertising from the Mobile Side Market Size, Share, Trends, Growth and Outlook with Company Analysis and Forecast to 2026 (Based on 2020 COVID-19 Worldwide Spread) - Market Research Posts
Demand Side Platforms (DSP) for Programmatic Advertising from the Mobile Side Market Size, Share, Trends, Growth and Outlook with Company Analysis and Forecast to 2026 (Based on 2020 COVID-19 Worldwide Spread)  Market Research Posts

COVID-19 Impacts: In-Game Advertising Market Will Accelerate at a CAGR of Almost 20% Through 2020-2024 | Increasing Popularity of Mobile Gaming to Boost Growth | Technavio - Business Wire
COVID-19 Impacts: In-Game Advertising Market Will Accelerate at a CAGR of Almost 20% Through 2020-2024 | Increasing Popularity of Mobile Gaming to Boost Growth | Technavio  Business Wire

ViacomCBS Announces EyeQ Advertising Platform - TV Technology
ViacomCBS Announces EyeQ Advertising Platform  TV Technology

Lamar Advertising REIT : CO/NEW MANAGEMENT'S DISCUSSION AND ANALYSIS OF FINANCIAL CONDITION AND RESULTS OF OPERATIONS (form 10-Q) - marketscreener.com
Lamar Advertising REIT : CO/NEW MANAGEMENT'S DISCUSSION AND ANALYSIS OF FINANCIAL CONDITION AND RESULTS OF OPERATIONS (form 10-Q)  marketscreener.com

Google’s Advertising Haul Comes Up Short for First Time - The Wall Street Journal
Google’s Advertising Haul Comes Up Short for First Time  The Wall Street Journal

Got Milk? returns to advertising with spots by Weber Shandwick - PR Week
Got Milk? returns to advertising with spots by Weber Shandwick  PR Week

‘Next Steps’ for Advertising Rule Coming: SEC Official - ThinkAdvisor
‘Next Steps’ for Advertising Rule Coming: SEC Official  ThinkAdvisor

Fox posts lower quarterly profit on decline in advertising revenue - Fox Business
Fox posts lower quarterly profit on decline in advertising revenue  Fox Business

Brands continue to lean heavily on programmatic advertising, IAB says - Marketing Dive
Brands continue to lean heavily on programmatic advertising, IAB says  Marketing Dive

‘A Big Correction’: Pandemic Brings Change to ‘Bloated’ Ad Industry - The New York Times
‘A Big Correction’: Pandemic Brings Change to ‘Bloated’ Ad Industry  The New York Times

How to achieve brand safety in digital advertising - SmartBrief
How to achieve brand safety in digital advertising  SmartBrief

IAB US Podcast Advertising Revenue Study: FY 2019 & 2020 COVID-19 Impact - IAB
IAB US Podcast Advertising Revenue Study: FY 2019 & 2020 COVID-19 Impact  IAB

Microsoft Advertising Integrates Shutterstock to Help Advertisers Create High-Performing Ads - PRNewswire
Microsoft Advertising Integrates Shutterstock to Help Advertisers Create High-Performing Ads  PRNewswire

Walmart rolls out measurement tool to take on Amazon Advertising - Business Insider
Walmart rolls out measurement tool to take on Amazon Advertising  Business Insider

TikTok's new offering for small advertisers could help it lure them from Facebook - CNBC
TikTok's new offering for small advertisers could help it lure them from Facebook  CNBC

Reducing Advertising Waste Requires Better Verification In These 3 Areas - AdExchanger
Reducing Advertising Waste Requires Better Verification In These 3 Areas  AdExchanger

AdTech Roundup: Top Things in Advertising Technology - MarTech Series
AdTech Roundup: Top Things in Advertising Technology  MarTech Series

‘The Italians are back’: Fashion advertising roars back to life for publishers - Digiday
‘The Italians are back’: Fashion advertising roars back to life for publishers  Digiday

MASSMEDIA MARKETING, ADVERTISING AND PR AGENCY OFFERS INSIGHT FOR BUSINESSES TO CAPITALIZE ON DIGITAL MEDIA TRENDS RESULTING FROM THE COVID-19 PANDEMIC - Yahoo Sport UK
MASSMEDIA MARKETING, ADVERTISING AND PR AGENCY OFFERS INSIGHT FOR BUSINESSES TO CAPITALIZE ON DIGITAL MEDIA TRENDS RESULTING FROM THE COVID-19 PANDEMIC  Yahoo Sport UK

Facebook May Ban Political Advertising - Variety
Facebook May Ban Political Advertising  Variety

SiriusXM, Pandora Add Self-Pay Subscribers, But Advertising Falls Amid Pandemic - Hollywood Reporter
SiriusXM, Pandora Add Self-Pay Subscribers, But Advertising Falls Amid Pandemic  Hollywood Reporter

Disney Slashed Ad Spending on Facebook Amid Growing Boycott - The Wall Street Journal
Disney Slashed Ad Spending on Facebook Amid Growing Boycott  The Wall Street Journal

Why this Facebook advertising boycott is different - The Drum
Why this Facebook advertising boycott is different  The Drum

Advertisers were cutting their Facebook ad spending well before the boycott began - Digiday
Advertisers were cutting their Facebook ad spending well before the boycott began  Digiday

Advertisement: American Advertisement | Review - Pitchfork
Advertisement: American Advertisement | Review  Pitchfork

Facebook Advertisers Boycott, Demand Changes - Voice of America
Facebook Advertisers Boycott, Demand Changes  Voice of America

Target, MTV Blocked Ads From News Mentioning ‘George Floyd’ and ‘Protests’ - The Wall Street Journal
Target, MTV Blocked Ads From News Mentioning ‘George Floyd’ and ‘Protests’  The Wall Street Journal

As Trump Pushes Into Portland, His Campaign Ads Turn Darker - The New York Times
As Trump Pushes Into Portland, His Campaign Ads Turn Darker  The New York Times

The Revitalization Of Print Advertising - Forbes
The Revitalization Of Print Advertising  Forbes

Advertising adjusts for a new reality: Sweatpants for staying home and toilet paper that cares - The Washington Post
Advertising adjusts for a new reality: Sweatpants for staying home and toilet paper that cares  The Washington Post

Facebook Boycott: Starbucks and Diageo to Pull Ads - The New York Times
Facebook Boycott: Starbucks and Diageo to Pull Ads  The New York Times

Google Will Require Proof of Identity From All Advertisers - The New York Times
Google Will Require Proof of Identity From All Advertisers  The New York Times

As Facebook Boycott Grows, Advertisers Grapple With Race - The New York Times
As Facebook Boycott Grows, Advertisers Grapple With Race  The New York Times

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