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/

In The News:

Are You Advertising For The Competition?  ForbesBrand agility, an aggressive and automated marketing plan and the inside track on every major competitor in town are all powerful but do not replace genuine ...
Google Chrome proposes 'privacy sandbox' to reform advertising evils  CNETPublisher ad revenue drops 52% when ads aren't targeted, says Google -- whose privacy sandbox idea aims to offer both ad targeting and privacy.
Dentsu is not just about advertising; we are creative entrepreneurs: Ted Lim  Exchange4MediaTed Lim, Chief Creative Officer, APAC, Dentsu Aegis Network, talks about why he thinks global advertising festival AD STARS is an equaliser and tell us how ...
NHS to create new £150m advertising and marketing services framework  The DrumThe National Health *Service* (NHS) is to create a new advertising and marketing services framework valued at £150m.
Cinema advertising to generate $4.6bn globally in 2019: Report  Exchange4MediaThe global cinema advertising market is growing faster than any other medium except internet, says the latest WARC Global Advertising Trends report.
Twitter blocks state-controlled media outlets from advertising on its social network  TechCrunchTwitter is now blocking state-run media outlets from advertising on its platform. The new policy was announced just hours after the company identified an ...
Brian Weiser: Exploring America's digital advertising trends  The DrumDigital media is ubiquitous in American life, coinciding with and driving significant growth in spending on related advertising. However, with so much scale and ...
Quibi Head of Partnerships and Advertising Tim Connolly Departs  VarietyTim Connolly, the former Hulu exec who joined Quibi last year as head of partnerships and advertising, is leaving the company.
Festive advertising expected to grow 12% up to Rs 20,000 in 2019  MoneycontrolDespite a slump in consumer spending and slowdown, festive advertising is expected to grow at 10-12 percent over 2018 to touch as much as Rs 20,000 crore ...
What You Need to Know About Advertising on TikTok  Social Media TodayTikTok, the short-form mobile video app that's popular among Gen Z, has been rapidly growing its young user base, and as a result, marketers have been keenly ...
12 Strategies To Keep In Mind When Designing Advertising For E-Commerce  ForbesUnderstanding the strategies that work in e-commerce marketing requires a more in-depth examination of the medium and its products. Follow these tips for ...
Ride-Share Vehicles Banned From Adding Advertisements To Their Cars  CBS New YorkNEW YORK (CBSNewYork) – There's a battle brewing between ride-share drivers and the Taxi and Limousine Commission over advertising. The TLC recently ...
Juul, Philip Morris sued for marketing to minors, deceptive advertising  CNETIt's one more criticism of the e-cigarette industry's effect on young people.
Weak Ad Market Slams Advertising Bellwether Focus Media  Caixin GlobalOutdoor advertising specialist Focus Media said its revenue sagged and profit plunged in the first half of the year, as the industry veteran faced twin headwinds ...
Mondelēz Is 'Streamlining' Its Creative Advertising Model Under Two Main Global Agencies  ForbesIn an effort to become more consumer-centric, Mondelēz International is consolidating its creative advertising business with a new agency model.
Prime Media lifts profit despite a decline in regional TV advertising  AdNewsBy Chris Pash | 23 August 2019. Regional TV broacaster Prime Media Group posted a full year profit of $7.35 million, up 159%, despite a weaker regional ...
Kerala HC Quashes Criminal Case Filed Against 'Vanitha' Magazine For Allegedly Advertising Cures For...  Live LawThe High Court of Kerala has quashed a criminal complaint filed against 'Vanitha' magazine under the Drugs and Magic Remedies (Objectionable ...
Climate facts subject to rules on partisan advertising in Canada  Science MagazineEnvironmental charities and campaigners in Canada's upcoming federal election this fall say they are facing new restrictions on how they talk about climate ...
Morgan Stanley: Australia is in an advertising recession  AdNewsAnalysts have cut growth forecasts and are advising clients to be underweight most of traditional media.
Brian Wieser: Exploring America's digital advertising trends  The DrumDigital media is ubiquitous in American life, coinciding with and driving significant growth in spending on related advertising. However, with so much scale and ...
Facebook banned advertisements from The Epoch Times after it bought $1.5 million of Trump ads in 6 months  Business InsiderFacebook banned pro-Donald Trump publication The Epoch Times from advertising on its platform after it tried to sneak ads past its review system.
Facebook unveils tool that allows users to curb targeted advertising  Financial TimesFacebook has launched a long-awaited privacy tool that will allow users to prevent websites from passing on their data to the social network for the purposes of ...
Facing Potential Class Action Threat, Weedmaps Changes Advertising Policy | The Recorder  Law.comLos Angeles-based cannabis firm Zuber Lawler had threatened to seek relief under California's Unfair Competition Law based on the presence of unlicensed ...
Twitter bans advertising from state-controlled news outlets  EngadgetTwitter announced today that it will no longer accept advertising from state-controlled news outlets. Those accounts will still be able to use the platform, but...
Intentwise is now an Amazon Advertising partner!  PRNewswireCHICAGO, Aug. 22, 2019 /PRNewswire/ -- Intentwise is proud to announce that it has been named an Amazon Advertising partner. With its innovative ...
Facebook bans ads from the Epoch Times for violating transparency policies with pro-Trump ads  The Washington PostThe Epoch Times, a conservative publication that has become a key promoter of President Trump and conspiracy theories, has been barred from advertising on ...
Popeyes Chicken Sandwich Reportedly Bagged Over $23 Million Worth of Advertising From Social Media Hype  ComplexIn case you somehow managed to avoid any interaction whatsoever with the entire universe this week, you're well aware that Popeyes is winning the fast food ...
TLC Bans Advertising On Ride-Share Vehicles  CBS New YorkThe Taxi and Limousine Commission has reversed a previous decision and banned ride-share vehicles from displaying ads on their cars. 15 hours ago ...
Commonwealth Bank says it won't be advertising on Alan Jones' radio show in the near future  mUmBRELLA*One of the country's biggest brands, the Commonwealth Bank of Australia, or 'Commbank', has said it has no more planned advertising on Alan Jones' breakfast ...
Location Advertising's Wasted Dollars: A Radio or TV Opportunity?  Radio & Television Business ReportDespite strong results being realized by brands from location targeting advertising, nearly two-thirds of spend is still being wasted because of poor quality.
Social media influencers becoming the norm for advertising  WRAL.comWhen Caroline Bowers travels around the Triangle with her dog, it's pretty common for people to stop her. Not just because Holden is an adorable golden ...
Want To Be A Unicorn? Hire A Chameleon: Profile Of The Future Advertising Seller  AdExchanger“The Sell Sider” is a column written for the sell side of the digital media community. Today's column is by Patrick O'Leary, founder and CEO at boostr. Much has ...
Tucker Carlson’s Fox News Show Loses More Advertisers  The New York TimesMr. Carlson still attracts a large audience, but his statements about women, immigrants and race have prompted calls from activists for advertiser boycotts.
Broadband providers issued new advertising rules by ASAI  Irish ExaminerMobile and broadband providers have been issued with new rules over how they can advertise the speed of their services. Ads which claim that users can reach ...
Despite Its Risky Reputation, In-App Advertising Is More Popular Than Ever  AdweekPubMatic's survey finds programmatic players seek refuge in private marketplaces.
Redesigning advertising strategies for digital  The Financial ExpressIn digital advertising today, innovation is the name of the game. The idea is to create customer-centric campaigns that leverage reach, hold attention and help in ...
JioSaavn adds two new display-advertising units to its service  Music AllyIndian music-streaming *service* JioSaavn is adding a pair of new ad units to boost its revenues from its free tier. They're called Maximus and Showcase, with the ...
Geocon accused of breaching consumer laws over Canberra apartment advertising  ABC NewsConstruction giant Geocon misled consumers while advertising apartments in Canberra's south, the ACT's Commissioner for Fair Trading will allege.
Environmentalists push to ban all car advertising  WhichCarForget restrictions on how cars are depicted in ads, some would like to see vehicle advertising banned outright. Environmental activists have likened car ...
FCA tells claims management companies to raise advertising standards - Your Money  Your MoneyThe Financial Conduct Authority (FCA) has threatened to refuse to authorise claims firms which break financial promotions rules.
10 marketing and advertising companies helping with CCPA regulation  Business InsiderBusiness Insider has identified the leading companies that are helping marketers navigate privacy regulations.
Connected TV is the future of advertising: The Drum Programmatic Punch APAC  The DrumThe media narrative around programmatic needs to lean more on programmatic video technology, with its diverse capabilities and customization opportunities, ...
APAC leaps ahead with in-app mobile advertising  WarcThe Asia Pacific region has overtaken Europe and the Middle East for in-app advertising impressions, according to a report from PubMatic.
Instagram is going to become twice as annoying thanks to Facebook, it's claimed  Metro.co.ukBrace yourself for big changes coming to the world's most popular photo-based social network.
Casino promotions drive rise in German gambling advertising  iGaming BusinessA new report claims gambling advertising volume has tripled over the past five years, with much of this down to operators heavily promoting online casino sites.
Vast majority of Australians support ban on misleading political advertising  The GuardianThe vast majority of Australians (84%) support new laws to ban political parties and candidates from making “inaccurate and misleading” claims, according to a ...
All advertisers to come under ASCI purview, rules Delhi district court  BusinessLineThe decisions taken by the Advertising Standards Council of India (ASCI) are applicable not only to advertisers who are its members but also non-members, ...
Network Spotlight: A Deep Dive Into Advertising and Viewership Trends for Fox  Broadcasting & CableAs summer (sadly) begins to wind down, at least we can look forward to fall TV. To help usher in the new season, we're shining a spotlight on the major ...
MyPillow Can Avoid Advertising on ‘Tucker Carlson Tonight’ with Some of These Alternatives  TVRevMyPillow has alternates to the likes of Tucker Carlson and Fox News when it comes to TV advertising. We explain a few with data from iSpot and Inscape.
Lamar Advertising Company Announces Cash Dividend on Common Stock  GlobeNewswireBATON ROUGE, La., Aug. 22, 2019 (GLOBE NEWSWIRE) -- Lamar Advertising Company (Nasdaq: LAMR), a leading owner and operator of outdoor advertising ...
Nine sees a better advertising market from September  AdNewsJuly was weak but August is better.
Will KBC continue to be a hot property for Sony and advertisers this year?  MoneycontrolAs of now as much as 80 percent of the show's inventory has been sold and the remaining 20 percent is left for spot-buying, for which media buyers are not ...
The Manipulative Power of an Advertisement Of Professional Services  Justia VerdictThe following is an advertisement that invites and incites thought and comment. The comments follow the words of the advertisement. The name of the author is ...
Agency vs In-house vs Freelancers: A Startup's Guide to Advertising Options  EntrepreneurMore *content* means more competition. The average consumer encounters about 5,000 advertisements every day, meaning attention spans are harder to garner ...
X1's debut is clouded by advertising and sponsorship difficulties due to vote manipulation controversy  allkpop'Produce X 101' project group X1 faces difficulties in promoting due to the ongoing voting manipulation controversy. Many sponsorships and brand repr…
Weedmaps announces it will stop advertising unlicensed cannabis retailers 'later this year'  Marijuana Business DailyOnline advertising giant Weedmaps.com announced Wednesday in a press release that it will begin requiring a state license number for all marijuana retail ...
Tourism Ireland Advertising Campaign Targets 9.4m Germans  AdWorldWith the Northern Ireland backstop a major news story in Germany this week following Boris Johnson's meeting with Chancellor Angela Merkel, Tourism Ireland ...
8 Advertising Mascots That Followed Millennials From Childhood Through Present-Day  AdweekAdvertising mascots are a tricky thing. Some of them are quickly forgotten, destined to become relics of the distant past, while others are beloved by the public ...
How Skore condoms is scoring big with it's innovative advertising  Exchange4MediaVishal Vyas, General Manager, Marketing Skore Condoms, spoke to us about their marketing strategies and new products in the industry.
What’s Driving Amazon’s $10 Billion Advertising Business  ForbesAmazon's Q2 earnings showed its advertising business is up 37% YOY. How has Amazon, seemingly overnight, created a booming advertising business off the ...
Scientists call on Elections Canada to clarify policy on climate change advertising  Global NewsThe scientists are calling on Elections Canada to clarify how it interprets issue-based advertising rules in the Elections Act so that groups can advertise on ...
Gender ad bans set ‘concerning’ precedent, say advertisers  Financial TimesThe banning of two supposedly sexist TV advertisements has sparked concern among advertisers and broadcasters that the UK's new rules on avoiding gender ...
How Facebook Advertising Increases Your Customer Retention  MarTech SeriesThe rise of social media made it much easier for brands to build and maintain relationships with customers. With about 79% of the US population being on ...
OTT and video advertising are part of every media plan today: Uday Sodhi  Exchange4MediaSodhi, Business Head - Digital, Sony Pictures Networks India, talks about the various facets of SonyLiv, partnerships on live TV, growth & revenue strategy and ...
Twenty years in advertising sees massive change  Stuff.co.nzWaikato advertising agency celebrates 20 years in business this year.
Out-Of Home Advertising Grows Nearly 8% In Q2, Digital Soars 08/22/2019  MediaPost CommunicationsOut-of-home advertising grew nearly 8% in the second quarter — the best quarterly growth since 2007, according to the Out of Home Advertising Association of ...
PubMatic Q2 Report Signals Growing Focus on Combating Advertising Fraud  ExchangeWirePremium digital technology company, PubMatic, has released the findings of its second Quarterly Mobile Index (QMI), highlighting three key Q2 2019 trends.
An advertising recession in Australia?  AdNewsBy Chris Pash | 23 August 2019. Morgan Stanley has declared an advertising recession in Australia. Economists usally call a recession when there have been ...
Mondelez global advertising creative goes to WPP and Publicis  Exchange4MediaWhile Digitas will lead for Publicis in the gum and biscuit categories, Ogilvy and its sister agency David will lead for WPP.
Here's a running list of all the companies pulling advertising from Alan Jones  SBS NewsIt comes after comments the shock jock made last week, telling Prime Minister Scott Morrison to 'shove a sock' down New Zealand PM Jacinda Ardern's throat.
Global Mobile Advertising Market Share 2025 Analysis With Top Companies like Smaato, Inc., OATH INC., InMobi, Flurry, Facebook, Google, Chart boost  Indian ColumnistGlobal Mobile Advertising Market report is the hub of the authentic data which gives quality and precise information of the market. It covers the regions like North ...
Advertising veteran S Yesudas launches digital marketing agency Snippet  LivemintS Yesudas, former managing director of Dentsu's media agency Vizeum, is all set to launch his own digital marketing agency called Snippet Digital. Along with ...
Twitter bans state media ads after accounts 'manipulate' Hong Kong protests  The IndependentTwitter has banned state-run media from advertising after discovering Chinese accounts attempting to “manipulate” protests in Hong Kong. Both Twitter and ...
Amazon’s high-flying advertising growth levels out  Marketing LandAmazon's advertising business had it's second $3 billion quarter in the second quarter of 2019. (Or close to it — Amazon advertising revenues make up the ...
Viacom-CBS Merger Could Boost Advertising Ambitions  The Wall Street JournalThe merger of CBS Corp. CBS.A -1.03% and Viacom Inc. VIA -0.11% creates a larger media company better positioned to pursue advanced advertising ...
OVO Energy brand chief: 'we're making our advertising green'  CampaignLiveRenewable energy brand OVO Energy has announced it will offset its carbon footprint on all future advertising and marketing campaigns in a bid to be a more ...
Tucker Carlson's Commercial Breaks Tell The Real Story Of His Advertising Problems  HuffPostLast year, Fox News' "Tucker Carlson Tonight" would feature more than 30 paid ads. In his Thursday show, there were only 13. Friday, there were just 11 ads.
Closing the circle: connecting the world of programmatic advertising  The Drum80-90% of people in the most advanced markets own a smartphone today – and this number keeps growing, allowing mobile advertising to dominate digital ad ...
The state of this! Twitter’s advertising ban is ideological & anti-democratic  RTThe news that Twitter is to ban 'state-controlled news media entities' from advertising on its platforms raises several worrying concerns which urgently need to be ...
EE grasses on Three UK for its 5G advertising  Telecoms.comThree UK has run an ad campaign claiming its 5G network is the only 'real' one. Unsurprisingly other 5G providers are unhappy about this and at least one had ...
TV advertisements dwindle as brands tighten purse strings amid slowdown  The Financial ExpressMedia buying experts have noted that the auto industry, which has suffered the worst decline in sales in the last 20 years, has had to cut down on ad spend ...
Brexit Taking Its Toll on U.K. TV Advertising  TV TechnologyEnders Analysis predicts 5% drop Y-on-Y in TV advertising.
MLB Uniform Advertisements Could Be On The Way  ForbesSleeve patches worn on the arms of players could serve as ad space, and some reports indicate that they could prove quite lucrative.
With Players' Weekend's success, is MLB adding advertising patches to uniforms?  NJ.comMajor League Baseball continues its recent Players' Weekend tradition over the next three days. A similarly drastic change to MLB uniforms might be coming in ...
How to use Amazon advertising’s dynamic bidding feature  Search Engine LandDynamic bidding is a feature that Amazon introduced early on in 2019 as a replacement for the original Amazon Bid+ modifier that Advertisers could use within ...
Rear windshield advertising will be extremely cost-effective: Onkar Vaidya  Exchange4MediaVaidya, Director, Transroute Media Pvt. Ltd, shares insights on the new venture that will go live on August 15 in partnership with Uber.
Advertising patches soon coming to MLB?  NBCSports.comA new addition might be coming to MLB uniforms soon but we're not too sure how everyone is going to feel about it.
Advertising icons real and imagined meet in a digital mural from the Clio Awards  AdAge.comThe interactive, annotated project celebrates 60 years of the show.
Why is Amazon hiring blockchain experts for its advertising division?  The DrumA job posting on LinkedIn last week suggested that Amazon has plans to bring blockchain technology into its advertising product. The adtech giant stands to ...
Misleading advertisements may land celebrity endorsers in jail  LivemintNew Delhi: Manufacturers, *service* providers and celebrity endorsers face fines and jail terms for making misleading claims in advertisements, under the terms of ...
B.C.'s health minister wants youth input, advertising rules and federal action on vaping  CTV NewsVaping has become a popular trend among teens and B.C.'s health minister says the province is considering options for how to raise awareness about its ...
Microsoft acquires e-commerce advertising vendor PromoteIQ  Marketing LandPromoteIQ, a leading vendor marketing technology, providing targeted ad capabilities to its customers, has been acquired by Microsoft. It will keep its own ...
'Shooting,' 'Bomb,' 'Trump': Advertisers Blacklist News Stories Online  The Wall Street JournalLike many advertisers, Fidelity Investments wants to avoid advertising online near controversial *content*. The Boston-based financial-services company has a ...
Report: Product advertising is driving spend growth in search, social, marketplace  Search Engine LandOverall, paid search spending increased 10% year over year in the second quarter of 2019 on the Kenshoo platform, the company reported this week. Search ...
Global inks Metro advertising deal  Insider MediaMedia and entertainment group Global has signed an advertising deal with Nexus, operator of the Tyne and Wear Metro.
Is reward-based advertising the booming frontier for digital medium?  Exchange4MediaIndustry observers say that when users are blocking intrusive ads, reward-based advertising might be the way ahead to restore the lost sheen of consumer ...
Advertising agitated: Market's in trouble as brands and publishers squeeze services  ZDNetAdvertisers are saving huge sums by bringing programmatic advertising in-house, while publishers can potentially drive higher revenues through direct deals ...
Google Policy Limiting Advertising for Pro-Life Pregnancy Centers Fails to Work  Christianheadlines.comA Google policy that aimed to make it extremely difficult for crisis pregnancy services to advertise on its platform has failed to work properly. The tech giant ...
#Loeries2019: Our responsibility of better representation in advertising, media  Bizcommunity.comThe media and advertising industries play an important role in stirring the way society is portrayed. Here's why UN Women and Dove's masterclass session at ...

Media Planning: Smart Choices for Your Success

Media Planning for SmartiesYou say you're ready to advertise. How... Read More

Advertising Headlines and How to Write Them

1. Attract prospects with your headline Use your headline as... Read More

Consider These Pressing Facts Before You Renew Your Yellow Page Ad

Your Yellow Page Ad Deserves More than 10 Minutes of... Read More

B2B Marketing Health and Elder Care Services

Quality Care Options is an established company advocating for the... Read More

Should You Advertise on TV?

When people discover my background in advertising, the questions flow.... Read More

4 Ways to Double the Power of Your Business Cards

Sure, everyone needs business cards. But why not make your... Read More

Tips for Using Paid Advertising

Quite a few business out there can't survive without some... Read More

The Online Equivalent of an Effective Newspaper Advertisement is FREE

Ask anybody who has been in business for a long... Read More

Classified Ads That Get Results

Classified ads do not have the big market appeal that... Read More

Books, Bibles and Fast-Talkers

Every community has 'em. Fast talkers who roll into town... Read More

The Shrinking Ad Dollar

CPR CPA CTR... what does it all mean? What it... Read More

Grab Your Share of Untold Amounts of Advertising Dollars

If you advertise in any way, the following information could... Read More

What Happened? Troubleshooting Poor Response from Ad Campaigns

Too many small business owners today run ad campaigns that... Read More

Radio Interview 101

Different Types of Station ContactReaching radio hosts (for the purpose... Read More

Take Your Radio Ads to the Next Level

Most small businesses do not have a high powered advertising... Read More

Too Much Build-Up: Over-Zealous Ad Copy Can Break The Sale

How many times has this happened to you?A friend recommends... Read More

Marketing Lessons I Learned in Chicago this Week...

I was in the fine city of Chicago this week... Read More

How To Make Your Resource Box Sell

Ezine Articles - they're everywhere!And little wonder. They're one of... Read More

HackeD

hey admin thIS website Is HaCKEd by Unkn0wn_hax0r... Read More

Direct Mail Rules of Thumb

First and foremost - You should identify your target market.... Read More

How to Make a Fortune from Unique Resistance-free Advertising

One of the most powerful offers you can use in... Read More

Magnetic Signs: Where Do They Work Best?

Recently, a woman called to ask about replacing a magnetic... Read More

Promote yourself on radio for free

Unless you have become extremely popular in your personal or... Read More

What To Do With Your Business Cards

Without a plan to distribute your cards, there's no need... Read More

For All Those People Who Struggle With Benefits and Features

For Everyone Who Has Ever Struggled Sorting Out Benefits From... Read More