Hi :)
A quick google search gave me
https://www.google.co.uk/search?q=marketing+brochures&client=ubuntu&hs=fnb&channel=fs&gl=uk&tbm=isch&tbo=u&source=univ&sa=X&ei=22iNUffaHomX0AXx8IC4CA&ved=0CGYQsAQ&biw=1861&bih=933&sei=7WiNUe3QHue90QXYwIHgBw
another gave
http://www.google.com/search?q=marketing+brochure+sample&sa=X&tbm=isch&tbo=u&source=univ&ei=CHONUcLFNsbL0AW69YHADw&ved=0CDYQsAQ&biw=1861&bih=933&sei=lnONUe2mAaGc0wX9lIGQAw
Something that stands out is that everyone else is doing it wrong. They put lots of "white space"
and images. Not so much text. They seem to avoid directly describing detail of their product in
words and use emotive wistful yearnings for vague nebulous desires. All completely the opposite of
our brochures.
There are a lot of guides on how to create brochures, for example;
http://www.businesscomputingworld.co.uk/how-to-create-a-marketing-brochure-in-house/
that say crazy stuff like, this 3rd point "Compile your artwork: Pictures and illustrations are
almost always the first thing readers look at in brochures." then their 5th point is "Communicate
with color", 6th is "Add photos and artwork".
This link has fact-sheets that again have far tooo little text and far more use of white-space and
images compared to our brochure
http://www.apprenticeships.org.uk/Partners/Marketing/Brochures.aspx
A service offering to print brochures 'professionally' for 'you'
http://www.vistaprint.co.uk/custom-brochures.aspx?&GP=5%2f10%2f2013+5%3a39%3a00+PM&GPS=2833956794&GNF=0
says "Showcase your company in full-colour splendor"
Another set of brochures, again with almost no text at all and far tooo much attention on images
http://www.bouncemarketing.co.uk/brochures-and-order-forms
A service to help design brochures
http://hn-marketing.co.uk/our-work/?client=Shire&requestType=client_select&clientRestrict=y&category=Brochures%20%26%20datasheets&categorySelectFlag=1
Nearly 2/3rds of the page is a single, clear image. 1/3rd text but even that has a lot of white
space and "layout" such as colour-coding, boxes and more images. How can their business survive if
they keep getting it so wrong, so opposite to ours.
Similarly with fuse8
http://www.fuse8.com/our-work/miele-product-brochure-17513
http://www.fuse8.com/our-work/miele-brochure-17249
http://www.fuse8.com/our-work/milliners-wharf-mini-brochure-17302
http://www.fuse8.com/our-work/prospect-city-view-brochure-12535
http://www.fuse8.com/our-work/charles-topham-merchants-place-brochure-10938
http://www.fuse8.com/our-work/lighthouse-brochure-10951
http://www.fuse8.com/our-work/endless-corporate-brochure-12421
http://www.fuse8.com/our-work/ask-liberty-property-brochure-13194
http://www.fuse8.com/our-work/byre-developments-trinity-view-brochure-14484
http://www.fuse8.com/our-work
Advice from About.Com
http://marketing.about.com/od/directmarketin1/a/brochmktg.htm
Their point 4 ...
"Motivate your reader to look inside
The first page your reader will see is the front cover. Get it wrong and you've as good as lost the
sale. Don’t make the common mistake of couching your services in technical jargon. Think benefits
or thought-provoking statements that motivate the reader to pick up the brochure and open it. Add a
flash that tells the reader there's something inside that will interest them – an exclusive
invitation, a free report, special discount or advance notice of sales. Don't be tempted to put
only your company logo or product name on the front. It won't work."
Another guide on how to create
http://www.marketingcommunicationsblog.com/8-killer-tips-that-will-dramatically-improve-your-marketing-brochure-and-the-design-process/
Their point 6 ...
"6. Refrain from trying to cram too much information in the brochure I have worked with clients who
have wanted to cram everything, including the kitchen sink, inside their brochures. There has to be
some clarity and focus. Remember the second point above, define your objectives? This will help
considerably when determining what to place in the brochure. Allow for some white space (or blank
areas) to focus the readers attention.
Why this is important: Remember, the objective of any marketing collateral is to communicate and
I mean, effectively. By filling in any available space with information, especially just for the
sake of taking space is anti-productive to communicating your objectives."
Another printing service
http://www.uprinting.com/marketing-brochure-sample.html
"Brochures are definitely a great way to pique an audience's interest."
From; One Extra Pixel
http://www.onextrapixel.com/2012/04/26/40-unique-and-beautiful-examples-of-brochure-design/
"The main purpose of a brochure is to set up a visual amalgamation for
prospective clients through the use of images, text and symbols."
You The Designer
http://www.youthedesigner.com/2010/12/02/20-brochure-design-examples-ideas-for-your-print-projects/
http://inspirationfeed.com/inspiration/25-incredible-examples-of-brochure-and-catalog-design/
Ahah, at last a company that gets the front page nearly right
http://office.microsoft.com/en-us/templates/tri-fold-business-marketing-brochure-TC006086165.aspx
It's still got an image though.
So why are all these people getting it so wrong? Looks like the rest of the world has a LOT to
learn from us!
Regards from
Tom :)
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- [libreoffice-marketing] Brochures from other orgs · Tom Davies
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