Question

Topic: Other

What Is The Best Advertising Literature?

Posted by Anonymous on11/19/2007 at 11:23 AM ET 125 Points
What would you consider to be the most powerful printed marketing tool available?

What is the best way to use this tool?
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  • Posted on11/19/2007 at 11:50 AM Author
    Thanks. Here is some more information on the topic.

    I work for a print and promotional marketing company and am part of a business networking group. Within that group we share different aspects of our business with the other members who in turn refer people to us. The group I'm apart of is made up of smaller businesses and I wanted to know what the best promotional literature would be to share about.

    I would like to know is what form of promotional literature has generated the best results?

    How can business cards, brochures, postcards, and other printed materials be used to their potential with small business and medium size business?

    My final question would be, do you know of any references that I could refer to on this topic?

    Thanks for the advice, I look forward to more.
  • Posted on11/19/2007 at 12:56 PM Member
    I have achieved good results (best results) from the following:

    Networking
    Direct mail with a targeted message to a targeted list
    Flyers to a target group with a targeted message
    Oversize business cards

    With a good web presence for additional info
    Higher listings in web search engines
  • Posted on11/19/2007 at 1:56 PM Author
    Thanks. That's great information. What would you say the most effective way to use business cards are for a small to medium size business?
  • Posted byPeter (henna gaijin)on11/19/2007 at 2:43 PM Member
    I feel the medium is not as important as the message.

    Yes, you need the medium (business cards, post cards, brochures, etc.) to convey the message, but a great medium with a bad message will fail.

    的目标是什么,是谁(以及do you get the offer in their hands), etc. are the key factors.
  • Posted on11/19/2007 at 6:34 PM Author
    I agree with you on the medium. However, my focus is to promote the medium What sort of advice would you give on promoting the medium? Our goal is to have quality and informative content, but what would you advise as far as marketing the actual printed material?
  • Posted byJoeon11/19/2007 at 11:43 PM Accepted
    If I understand correctly, you're selling printing services, so you want to convince companies that they need to use the sort of things you print. In my experience, printing companies usually focus on all the things they can do, so as a result, they all tend to blur together.

    I would think that the 'right' medium will differ business by business, so as a result, you might need to look at each business you want to pitch (or each type of business), and pitch a specific product to each. For example, realtors might love business cards, but the local pizza place might have no use for business cards at all. At the very least, make it look to them as if you chose a specific item for them. Now you're a consultant rather than a printing services salesman.

    A local printer pitched me a few months ago with the usual list of equipment they have and so on, which really gave me no incentive to switch to them unless they were cheaper. But recently, the sales rep came back pitching a specific new service (they could enable our dealers to custom-order copies of our sales literature with the dealer's contact info printed on it) which seems like it could really useful to my customers and hence to me as well. Her new approach was successful enough to get an appointment set up with me to pitch it in person.
  • Posted byJay Hamilton-Rothon11/20/2007 at 7:16 AM Accepted
    What's the best tool on a toolbelt? It depends on the job you're trying to accomplish.

    Business cards are great for handing to someone (face-to-face), but less good for mailing.

    Flyers are great for counter displays and mailing, but less good for face-to-face.

    Etc.

    It would be a great service to create a brochure of the various media you produce, when it's best to use it, and examples of using it well (stories and/or pictures).
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