As with all good marketing initiatives, good execution is the result of exceptional planning. Making your way through the design process, the following guidelines will help you stay on course, on budget and on message:
Pull together a brainstorming session with all key people, including your designer, writer, photographer, project coordinator, and the top dog who will ultimately green light the project. It’s important to have decision makers involved right from the get go-it can avoid very costly rewrites and redesigns down the road.
What’s the brochure’s role in your marketing efforts? Determine the objectives of the brochure-will it be a leave behind for salespeople? A self mailer? Part of a larger fulfillment package? Part of a trade show presence? A point of sale display? How does it mesh with other marketing efforts?
Determine the audience & message. Is it for all customers of the company, or just a segment? What type of people will be reading it? Creatives? Techies? Executives? Know your audience. Determine the message and the points you want to make, and ask yourself “does this fit with the overall goals and objectives of the corporation?”
Take a look at the competition. You want to make sure your design project represents you well-and that it is every bit as good, or preferably better, than the competition. Bring competitors’ brochures to the first meeting to help determine the “look and feel” you are going after.