The fourth installment of the Marketing 101 concerns that odd piece of gear called 'The Brochure'!
1. Questions about marketing.
2. The Logo: Do you need one?
3. The Business Card: Is It Working Hard, or Hardly Working?
4. The Brochure: A Giant, Multitasking, Business Card
5. The Press Kit: What on earth is this?
6. Cohesion: Why Does It Matter?
7. In Conclusion
I've had brochures for many years. I think of them as more involved business cards. I hand them out to people at showcases, but I don't keep them on me on a daily basis. I probably should.
I sometimes hand these out to people instead of giving them my business card.
So, I went looking for advice about brochures. It turns out there is some controversy about these things. Who would have thought?
Marketing firms and those who design brochures keep assuring people that they need them. 'You must have them', they claim, 'as part of your marketing package'!
5 Reasons You Must!
Of Course You Need A Brochure.
Then, there was the other side...people who pay for them.
Nah, you don't need that thing!
Of Course You Don't Need It
You Don't Need One...You Need Five...Maybe None...
Then we get to the place I want to be....How do you know if you need one?
Well, let's get down to that.
1. What would you do with it?
If you don't ever have occasion to give something like this to anyone...don't get one.
If, however, you run into the odd person who doesn't know what you do, finds out about it, might be in a position to hire you, or would like more info, then you could always slip them a brochure.
Surely you've been somewhere when someone told you about something interesting...I am not talking about the odd religious pamphlet you get...and you were intrigued. Surely you've picked up a brochure about something to get a little more information. The next time you pick one of these things up, imagine someone picking up your brochure and doing the same thing. Sound tempting? Then maybe you should have a brochure.
2. Who would you give this to?
I have friends...I'm looking at you Willa Brigham, who are really go-getters for marketing. She told me that occasionally she stops by schools she's never performed for, goes into the main office, introduces herself and drops off her marketing materials. If you do that sort of thing, you might need a brochure.
3. Do you do trade shows?
If you do trade shows, you can always give this to perspective clients. If they are going back through all of the stuff they got from Arts Market, you glossy brochure might be just the ticket.
4. Would you leave it with schools or venues who would keep it?
After a show, if you do residencies, you could hand the brochure to the managing director or principal. You could use it to get the word out that you offer a wide variety of services.
5. I'm sure you could think of other reasons to distribute something like this...if you wanted one.
6. You can send it to people in the snail mail. There is always that!
7. Advocacy that you don't have to do out loud.
Ever tried to explain what you do to someone you meet if you are a performing artist? Well, the brochure is the best way to take the second step without you saying, 'Yes, I am a free lance performing artist. I've won blah de bah awards, I travel all over the world, I've got blah de blah recordings, I'm an author of blah de blah books and here is where you can find out more about wonderful me and all the wonderful things I do!'
You hand them the brochure, and the brochure does the talking for you. You can stand there and bask in their adoration as they read the carefully crafted words that say, 'You are standing in front of a damnably brilliant, talented person who does something you didn't even know could be a job!'
Then, they can ask about the items that most interest them instead of you reciting things and hoping you hit upon something they can understand.
So, maybe you need a brochure, maybe you don't, but if you did print one, what would you put in the thing?
Your logo or catch phrase can go on this thing
Quick explanation of what you do
Make sure you keep the text bite sized.
Most people are going to scan this thing, not read it like a novel, so make sure there are points that pop!
The best thing about a brochure is that you can use it as part of making all of your marketing hang together.
It is another chance for branding.
It is an expanded business card with more info, but just enough to whet someone's appetite.
It can link people to your virtual marketing.
So, that's what I have to offer on the brochure. Here are some other thoughts.
Do You Really Need a Brochure: six questions to ask
So, follow the link above, ask your questions, consider your answers, and get one made or don't. If you do, however, consider how it fits with the rest of your marketing pieces.
Cohesion is the name of the game as you add pieces to your marketing arsenal, so if you don't already have a brochure, decide how it can compliment the pieces you are already using.
If you already have something that doubles as a brochure....you probably don't need a brochure!