How to Make Brochure Display
You have only two to three seconds to attract a potential customer walking by your display, according to "How to Get the Most Out of Trade Shows." That means a brochure display, when used as part of the marketing, needs to be straightforward and focused. Most importantly, however, it needs to highlight what sets the product apart. As "Marketing for Dummies" points out, much effort should go toward "communicating what you have to offer and why that product or service is so incredibly wonderful."
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Instructions
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Draw the brochure display setup on graph paper before physically setting it up. Plan that the area will be well lit. Create a backup plan for floor or counter spotlight lighting in the event that overall lighting is poor. Advance mapping and planning saves time once setup begins.
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Lay or set the brochures close to the main "theme" carrier, in so doing pointing to that message. A second location on another side of the theme carrier can point to the message from a different direction. For example, use a pop-up banner on a counter, with brochure stacks to the right and left. Bill Arbuckle, a media agency manager since 1987, said "the priority for promotion should be center stage. Keep it simple, uncluttered and eye-catching." This also applies to color. Stay away from too many competing colors.
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Fan or stack only fifteen to twenty brochures on display at a time, and do not crowd or pile in a haphazard manner. Ensure that the brochure message is visible with a quick glance. Arbuckle notes, "If the display is sloppy or ill-planned, people will walk past it."
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Tips & Warnings
Purchase an additional promotional item to go with the brochure where budget allows. Adding a fun item attached to the brochure, such as a magnet, increases readership.
Do not place messy food near the display.
If using a holder, purchase a holder that allows a view of the brochure message.
Note that if a large batch of brochures needs to be displayed, such as tourist information, the central theme should carry through in the design of the brochure as well as in the placement to ensure that the main message comes through.
Best efforts at display can be mitigated by a poorly designed brochure. If possible, encourage a simple clear message in the brochure to compliment the display.
References
Resources
- Photo Credit laptop, salesman and the customers image by Dmitri MIkitenko from Fotolia.com
