Tuesday, June 05, 2007

Reference Cards

If your marcom team is thinking of creating a brochure, stop and think about its purpose and context.
  • Where are you going to make it available to prospective customers?
  • Do you expect or want them to read it as soon as they pick it up?
  • Do you expect or want them to take it home or to work with them?
  • Do you want customers to hand them out to their colleagues/friends?
  • Do you want customers to keep them on hand for reference?
Depending on the answers to these questions, you might consider information or reference cards instead of a brochure. If you distribute durable cards the size of a standard business card (3.5" x 2"), customers are more likely to:
  • Take it home or to work.
  • Hand them out to their colleagues and friends.
  • Keep them in their purses or wallets for reference.
Sometimes a brochure is the way to go, but it depends.

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