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Content What are Brochures? 2 Purpose of a Brochure 3 Producing a Brochure 5 Creating effective brochures 6 Advantages of Outsourcing to Guires 7
What are Brochures? SAMPLE According to Jay, Susan.T, et al a brochure: Is a periodical containing a collection of articles, stories, pictures, or other features like and photographs which are issued periodically. Since time immemorial, brochures have been a vital component of a marketing mix. One of the earliest forms of print marketing, a brochure was and still is considered to be a powerful medium that organizations utilize to promote their products and services. Irrespective of the fact that digital marketing mediums have largely changed the way how organizations market their products and services, captivating brochures are still used by businesses to showcase their brand in front of their target audience. The fact that renders a brochure so effective in this digital age is because it is tangible and a person distributing the brochure is well aware of its reach. Why Brochures? In this age of digital revolution, an organization may not consider it wise to invest in a brochure. This attitude is not at all suited if an organization intends to overcome its competition. No doubt, digital marketing mediums have proliferated the way organizations markets their products and services, the conventional brochure continues to be a core component of an organizations marketing mix. For an organization to conquer its competition it is necessary to use conventional marketing mediums in tandem with contemporary modes of marketing. Only then will an organization stand to derive value / ROI out of their overall marketing process. There are several compelling reasons that warrant the need for a printed brochure in the present day. 2
They are:- Organizations can use captivating brochures to attract the attention of potential customers. An organization can exclusively showcase their business or products and services using brochures. Brochures are an engaging platform to attract the attention of the target customers. Once a brochure reaches the intended customer, the customer is bound to focus on the brochure content. A brochure is a versatile tool that facilitates promotion of any kind of products and services. What is more is that it can be distributed through a variety of ways for example; it can be kept at office receptions, can be handed over to customers in person and can also be distributed during promotional events. It is certainly more convenient to go through a brochure that is readily available than go through the trouble of logging online and scouring an organization s website for relevant information. Unlike online marketing mediums where an organization is oblivious to the person accessing information, a brochure enables face to face interaction with your potential customer. Purpose of a Brochure : The primary purpose of a brochure is to highlight the salient features of a product or service offered by an organization. It also talks about the organization on the whole with an intention to familiarize the potential customer with the activities of the organization and outline the sole purpose of its existence in the market. As a matter of fact, the key function of a brochure is to communicate with the potential customer and create an interest in their minds that would eventually lead to the customer availing the products and services of the organization in question. A brochure is simply a tool that is availed by organizations to publicize and promote the products and services of an organization with an objective to boost their sales process within a short time frame. A brochure is used as a reference material by a potential customer to gain an insight into the activities of an organization. 3
For an GUIRES EDUCATION INSTITUTE organization to conquer its competition it is necessary to use conventional marketing mediums in tandem with SAMPLE contemporary modes of marketing. 4
Brochures; an engaging marketing medium Producing a Brochure Now that the importance of brochures in the current competitive scenario has been strongly established, the question that we are confronted with is how brochures can be used as engaging tools to market products and services. Brochures cannot be created just for the simple reason that it is a critical marketing tool. Brochures need to be created from the perspective of the potential customer. A potential customer would not touch a brochure that is poorly created and presented. Brochures can only emerge as compelling marketing tools if it catches the eye of the potential customer at the first glance. The key to capture the complete attention of the potential customer is to make a brochure that is absolutely rich in content and disburses appropriate information in a clear and concise manner. Further, to keep the customer engaged the content of the brochure should be adequately combined with graphs and mesmerizing images. Moreover, the brochure should be designed such that it prompts the customer to initiate action after going through it. The action would be to make a decision to buy the product or avail the services of the organization. Critical factors that go into making a really effective brochure would include; the content of the brochure, the images used in the brochure, the design and layout of the brochure lastly, even the ink and quality of paper used to create the brochure would make a large difference in the mind of the potential customer. Producing a brochure is an art and requires several factors to be taken into consideration. The key aspect that needs to be understood here is the organization / product / service that is being promoted. It would also help if an organization identifies whether it wants to market single or multiple products. Once the organization / product that have to be promoted have been identified, the next logical step would be to identify the target customer. A brochure that is produced needs to consider the customers perspective also. Hence, it is important to define for whom the brochure is being designed. Identifying the target customers can prove to be very critical while producing a brochure. Through target identification an organization can considerably cut down on costs and render the business more lucrative and focus on products that are largely favoured by a specific group of customers. These are some of the critical factors that need to be considered while producing an effective brochure. Brochure Content Content is the key to create a captivating brochure. It has to be ensured that the content used within a brochure is rich and delivers a powerful message to the potential customer. While a brochure that relies exclusively on strong content to deliver a message tends to be effective but, it is often noticed that content alone is not sufficient to keep the audience engaged long enough to go through the whole brochure. 5
To ensure that the target audience goes through the entire brochure without losing interest, the text content should be aptly supported with relevant images. The image could depict the actual product or enunciate the services provided. However, the images that are used in the brochure should be relevant to the text otherwise the brochure may end up conveying the wrong or ambiguous message to the target audience. Here the organization creating the brochure should understand that the objective of the brochure is to attract the attention of the target audience which can be achieved by using riveting text and eye catching visuals rendering the brochure a thoroughly effective medium of product promotion. Creating effective brochures: Creating an extremely valuable brochure is a task that is easier said than done. As mentioned earlier, every organization requires a brochure but they lack the expertise to create a brochure that is potent and drives a customer to initiate action leading to the customer opting to use the product or availing the services of the organization whose brochure the customer peruses. In such a scenario, the organization desirous of creating a brochure is perplexed as to how to go about creating a brochure. To overcome this problem organizations have resorted to having their brochure creation tasks outsourced to external organizations who are adept at handling such tasks and exclusively offer services to that effect. Choosing the right outsourcing partner Now that it has been determined that the task of creating a brochure needs to be outsourced to external organizations, the key question is how to identify the right organization for outsourcing such tasks. Successfully creating a brochure that is rich in content not only revolves around leveraging available data in a cohesive format but it also includes nurturing a productive relationship between an organization and its outsourcing partner. If an outsourcing partner is unable to understand the requirements of an organization then all the available data and supporting images will amount to nothing. The end product that is generated would not be effective enough to create an impact or a lasting impression on the mind of the customer. Hence it is of utmost importance that the right outsourcing partner be identified. Some key steps to be taken into account to identify the right outsourcing partner are mentioned below; Understand the capability of the outsourcing partner. Know whether they have the right resources to deliver a thoroughly engaging product. Verify whether they have previously undertaken and successfully executed such tasks in the past. The time that would be taken by the outsourcing partner to complete the task should also be taken into consideration. Most importantly, is the outsourcing partner viable cost-wise? Are their rates at par with prevailing market rates for brochure creating assignments? 6
Advantages of Outsourcing to Guires : Availability of a highly qualified talent pool India boasts of having a large number of highly talented personnel Reasonable cost options A primary factor why companies the world over look towards India for their outsourcing need is cost. This can be largely attributed to the fact that human resources are cheap in India compared to other parts of the world. Data accuracy Overseas clients who outsource their brochure designing services to India can rest assured that they get a brochure that is sound in nature and grammatically accurate owing to the large number of domain experts. Time bound As is the norm, any documentation task that is outsourced has time limitations. Research reveals that Indian firms are more time bound and ensure that a project is completed within the time period specified. Time zone A crucial advantage that overseas organizations can expect when they are looking forward to outsource to India is the simple fact that they are located in different time zones. What it means is that when the company outsourcing the work winds up its business hours, the vendor is busy working for them, readying projects for them when they open for business the next day. Top reasons to choose Guires as your outsourcing partner One point contact Guires connects you with the right personnel who fully understands your requirements and harnesses his expertise and know-how in delivering the project. This ensures that there is no ambiguity or any confusion in executing the project. Complying with international standards Guires makes sure that content generated adheres to international principles and standards which ultimately lead to creating documents that are at par with global norms. Reduce client stress Once a project is outsourced to Guires, clients need not worry about any aspect of creating a brochure. Clients only have to provide project specifics and they can expect the desired document within the pre-determined timeline. Management support Every project is individually supervised and micro-managed by Guires management that has extensive expertise and experience thereby providing valuable feedback and insights which is aptly utilized to streamline the project. Timely delivery At Guires, it is ensured that projects are delivered on time in a concise and satisfactory manner. 7
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