It may be the age of electronic media, but the tangible essence of brochures and presentation media still makes a critical impact.
Make an impact that gets your prospects’ attention and guides them through the sales process.
In today’s fast-paced business environment, customers turn to your website as their primary resource for a brand impression. The presentation materials used in meetings, however, sent as direct mail or handed out at conferences and shows also play an important role in your sales cycle.
Print Media Now Plays a Very Different Role in Sales & Marketing
ImageWorks Studio recognizes the trend toward shorter, “to the point” print media that guides prospects toward becoming customers. A brand impression is formed based on customers’ interpretation of your presentation media. Nearly 80 percent of the time, a customer’s next step will be a visit to your website, which must reinforce that positive brand impression.
With the popularity of web and electronic media, the purpose of presentation materials has shifted. These materials no longer serve as the primary method for learning about a company’s services and competitive benefits. Today presentation folders and brochures should simply stimulate your prospects to do one of two things:
- Visit your website
- Call your company
When brochures and folders become text-heavy and cumbersome, readers perceive the process of information gathering as tedious. More than likely such media will become fodder for the circular file cabinet.
After all, how many brochures do you really keep around? How many are on your desk, right now? Probably not many, if any at all. That is because they serve a different purpose in today’s marketplace: They are the lead-in.
A good brochure or presentation folder will communicate some very compelling points and actually have “calls to action” to drive prospects to your site or the phone to learn more about how they can benefit from these points. It’s all about building an interest and evoking prospects’ natural curiosity.
ImageWorks takes a “marketing first” approach toward all print media. Everything we design must first communicate an intriguing marketing concept that leads toward calls to action that spur the next level of contact.
The end result?
Your prospects are impressed by your message and graphics and are impelled to learn more. Powerful impressions, more conversions, more sales.
