Tham khảo tài liệu 'small business marketing for dummies second edition by barbara findlay schenck_10', kinh doanh - tiếp thị, quản trị kinh doanh phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | Chapter 14 Brochures Promotions Trade Shows and More Jn This Chapter Producing brochures and marketing literature Choosing and using advertising specialties Producing printed and electronic newsletters Preparing for trade shows and sales presentations Launching promotions that work ass media advertising and direct mailings are the most obvious ways to promote your business but the communications toolbox also includes a long list of other effective and often far less expensive communication vehicles to consider. Brochures and fliers free giveaway items known as advertising specialties product promotions trade show appearances and sales presentations are all means of bypassing traditional advertising as you carry your message into the marketplace. Most of these alternatives come with low price tags and for that reason many small businesses use them with a nothing-ventured-nothing-gained-or-lost attitude. But even though large sums of money are rarely at risk when you print a stack of fliers or order pens imprinted with your name your reputation may be on the line instead. This chapter offers advice so that every marketing investment however large or small works to your advantage while contributing to a favorable image of your business. 212 Part IV Getting the Word Out without Advertising Producing and Using Marketing Literature People who aren t professional marketers consider collateral to be something you pledge when you re trying to get a bank loan. To marketers though collateral means brochures fliers fact sheets sales folders posters and all the other forms of printed material that carry your logo message and reputation into the marketplace. When why and how to produce brochures Designers make a handsome living off all the small business marketers who say that they need a brochure but can t say why they need one. To many small business owners getting a brochure is like getting a Web site. They think they need one because everyone else has one. But here are five
