Comments on: Bah to Brochures! http://www.hardingco.com/blog/2009/04/20/bah-to-brochures/ Ford Harding's Blog on Rainmaking and Business Development Sun, 14 Mar 2010 19:38:27 +0000 http://wordpress.org/?v=2.7.1 hourly 1 By: Hardingco Blog » Blog Archive » Bah to Too Much Targeting! Try Lumping Instead http://www.hardingco.com/blog/2009/04/20/bah-to-brochures/comment-page-1/#comment-25381 Hardingco Blog » Blog Archive » Bah to Too Much Targeting! Try Lumping Instead Mon, 11 May 2009 12:28:21 +0000 http://www.hardingco.com/blog/2009/04/20/bah-to-brochures/#comment-25381 [...] which dictates that you get out into the market now.  (See the posts Rain Making = Doing and Bah to Brochures for more on this subject.)  The need to find business is too urgent to go on hold while you do [...] [...] which dictates that you get out into the market now.  (See the posts Rain Making = Doing and Bah to Brochures for more on this subject.)  The need to find business is too urgent to go on hold while you do [...]

]]> By: Tim Vernon http://www.hardingco.com/blog/2009/04/20/bah-to-brochures/comment-page-1/#comment-23854 Tim Vernon Wed, 22 Apr 2009 09:06:08 +0000 http://www.hardingco.com/blog/2009/04/20/bah-to-brochures/#comment-23854 Some very good points are made by everyone but the main point is that there is not one best marketing tool. There are many great marketing tools and the best one depends on the product, the company,the target market etc etc. The skill in marketing is to choose the right tool for your company to gain the required effect. One other thing to mention. Technology in all media is changing rapidly, including printing, and it is imperative to keep up to date with the latest developments, don't ignore any process and keep your head well and truly out of the sand. Some very good points are made by everyone but the main point is that there is not one best marketing tool. There are many great marketing tools and the best one depends on the product, the company,the target market etc etc. The skill in marketing is to choose the right tool for your company to gain the required effect.
One other thing to mention. Technology in all media is changing rapidly, including printing, and it is imperative to keep up to date with the latest developments, don’t ignore any process and keep your head well and truly out of the sand.

]]> By: Ford Harding http://www.hardingco.com/blog/2009/04/20/bah-to-brochures/comment-page-1/#comment-23808 Ford Harding Tue, 21 Apr 2009 20:54:07 +0000 http://www.hardingco.com/blog/2009/04/20/bah-to-brochures/#comment-23808 David Good ideas. Thanks. Andrea And you are so good at improving blogs, I'm glad you did, too. Tim, Steve and Venkat Thanks for standing up for brochures. Your comments provide needed balance to my somewhat one-sided post. Reviewing my post I now see it lacked journalistic objectivity. It comes across as a bit of a rant, actually--and it feels so good to get it off my chest! Bah! (That feels good.) Bah! BAH to brochures! On another day, I might agree with you, but my dander is up and I can't possibly back down now. BAH! Sincerely, please keep commenting. Ford Harding David

Good ideas. Thanks.

Andrea

And you are so good at improving blogs, I’m glad you did, too.

Tim, Steve and Venkat

Thanks for standing up for brochures. Your comments provide needed balance to my somewhat one-sided post. Reviewing my post I now see it lacked journalistic objectivity. It comes across as a bit of a rant, actually–and it feels so good to get it off my chest! Bah! (That feels good.) Bah! BAH to brochures! On another day, I might agree with you, but my dander is up and I can’t possibly back down now. BAH!

Sincerely, please keep commenting.

Ford Harding

]]> By: Andrea H. http://www.hardingco.com/blog/2009/04/20/bah-to-brochures/comment-page-1/#comment-23806 Andrea H. Tue, 21 Apr 2009 19:58:47 +0000 http://www.hardingco.com/blog/2009/04/20/bah-to-brochures/#comment-23806 The Web made brochures obsolete in the mid 1990's! At a former employer I managed a brochure budget of nearly a million dollars/year for a single, all-encompassing, bloated brochure that had to be updated 4-5 times a year as products changed. I've been out of the brochure business since 1994 and I'm so glad. The Web made brochures obsolete in the mid 1990’s! At a former employer I managed a brochure budget of nearly a million dollars/year for a single, all-encompassing, bloated brochure that had to be updated 4-5 times a year as products changed. I’ve been out of the brochure business since 1994 and I’m so glad.

]]> By: Venkat J http://www.hardingco.com/blog/2009/04/20/bah-to-brochures/comment-page-1/#comment-23803 Venkat J Tue, 21 Apr 2009 19:46:00 +0000 http://www.hardingco.com/blog/2009/04/20/bah-to-brochures/#comment-23803 I completely agree with being out there selling and generating business. My thoughts are kind a split between having a brochure vs. not having one. I used brochures for one-time instances such as events, conferences, seminars etc. They are very helpful to the customers as they can quickly glance over for details when required and make a good impression on the quality of events we are conducting. Their shelf life is until the event date and then they can head towards the recyling plant. On the other hand, if they are used as a vehicle selling, then I doubt their effectiveness. I completely agree with being out there selling and generating business. My thoughts are kind a split between having a brochure vs. not having one. I used brochures for one-time instances such as events, conferences, seminars etc. They are very helpful to the customers as they can quickly glance over for details when required and make a good impression on the quality of events we are conducting. Their shelf life is until the event date and then they can head towards the recyling plant. On the other hand, if they are used as a vehicle selling, then I doubt their effectiveness.

]]> By: Steve Congdon http://www.hardingco.com/blog/2009/04/20/bah-to-brochures/comment-page-1/#comment-23798 Steve Congdon Tue, 21 Apr 2009 18:11:00 +0000 http://www.hardingco.com/blog/2009/04/20/bah-to-brochures/#comment-23798 I always enjoy reading this blog! Good stuff here. For, while you make some great points, brochures may still important in many service categories, just renamed "credentials." A necessary evil, perhaps. But always made better when they're brief, relevant and demonstrate the ability to help solve prospective client problems. These kinds of documents should be renamed to focus on prospective client benefits. But for just about anyone, brochures help a company pass the "sniff test." This whole topic reminds me of what Rodney Dangerfield said in "Back to School"... "This feels like a C. Add some color charts and get back to me." Or something like that. I always enjoy reading this blog! Good stuff here. For, while you make some great points, brochures may still important in many service categories, just renamed “credentials.”

A necessary evil, perhaps. But always made better when they’re brief, relevant and demonstrate the ability to help solve prospective client problems. These kinds of documents should be renamed to focus on prospective client benefits.

But for just about anyone, brochures help a company pass the “sniff test.”

This whole topic reminds me of what Rodney Dangerfield said in “Back to School”… “This feels like a C. Add some color charts and get back to me.” Or something like that.

]]> By: David http://www.hardingco.com/blog/2009/04/20/bah-to-brochures/comment-page-1/#comment-23796 David Tue, 21 Apr 2009 16:36:39 +0000 http://www.hardingco.com/blog/2009/04/20/bah-to-brochures/#comment-23796 Ford, Agree 'bout brochures, but what the best/coolest "Leave Behind". Is there a consensus? How 'bout a CD with a 3 minute video of yours truly reviewing what you do and how? Maybe 2-3 short videos that automatically run on any laptop, a bio, area(s) of specialization...? Post on YouTube??? Inquiring Minds Wanna.... David Ford,

Agree ’bout brochures, but what the best/coolest “Leave Behind”. Is there a consensus? How ’bout a CD with a 3 minute video of yours truly reviewing what you do and how?

Maybe 2-3 short videos that automatically run on any laptop, a bio, area(s) of specialization…? Post on YouTube???

Inquiring Minds Wanna….
David

]]> By: Tim Vernon http://www.hardingco.com/blog/2009/04/20/bah-to-brochures/comment-page-1/#comment-23783 Tim Vernon Tue, 21 Apr 2009 11:08:42 +0000 http://www.hardingco.com/blog/2009/04/20/bah-to-brochures/#comment-23783 I don't agree entirely with your thoughts. Have you not heard of digital printing? Brochures do have a place in marketing and promoting a business, along with many other media. The difference today is that Brochures need to be more personalised and focused on the client. I do agree that there are too many out of date brochures sitting in boxes at many businesses and it is part of my mission to spread the word that this is not necessary. I can show people how to do this. The other thing I find surprising is telling people not to waste time writing a brochure. Nobody should write their own brochure, true. They should and must get a professional to write it for them, using their guidance only. This can be done very quickly. Basically Brochures can be as flexible as digital media, the knowledge that this is possible and how to do it is the most important thing marketing professionals need to know. If you are not getting any business from brochures you are doing it wrong! I don’t agree entirely with your thoughts. Have you not heard of digital printing? Brochures do have a place in marketing and promoting a business, along with many other media. The difference today is that Brochures need to be more personalised and focused on the client. I do agree that there are too many out of date brochures sitting in boxes at many businesses and it is part of my mission to spread the word that this is not necessary. I can show people how to do this.

The other thing I find surprising is telling people not to waste time writing a brochure. Nobody should write their own brochure, true. They should and must get a professional to write it for them, using their guidance only. This can be done very quickly.

Basically Brochures can be as flexible as digital media, the knowledge that this is possible and how to do it is the most important thing marketing professionals need to know. If you are not getting any business from brochures you are doing it wrong!

]]> By: Ford Harding http://www.hardingco.com/blog/2009/04/20/bah-to-brochures/comment-page-1/#comment-23777 Ford Harding Tue, 21 Apr 2009 09:56:38 +0000 http://www.hardingco.com/blog/2009/04/20/bah-to-brochures/#comment-23777 Mark Agreed. If we were both equally critical of blogs, what would we say? Ford Harding Mark
Agreed. If we were both equally critical of blogs, what would we say?

Ford Harding

]]> By: Mark Buckshon http://www.hardingco.com/blog/2009/04/20/bah-to-brochures/comment-page-1/#comment-23774 Mark Buckshon Tue, 21 Apr 2009 08:53:17 +0000 http://www.hardingco.com/blog/2009/04/20/bah-to-brochures/#comment-23774 It amazes me how people think that stuff like brochures really matters. Sure, it doesn't hurt to have one, but our own marketing energy on this was, I think, about two hours, which is what it is worth, considering I can't attribute any business from that source. It amazes me how people think that stuff like brochures really matters. Sure, it doesn’t hurt to have one, but our own marketing energy on this was, I think, about two hours, which is what it is worth, considering I can’t attribute any business from that source.

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