An Electronic Brochure: What Is It and When Is It Needed? - Issue: 2002 Qtr 3
In today’s fast-paced world, sales people often don’t feel they have time to wait for a printed brochure to make it through the mail to their prospects. They want to have the ability to send their prospects something IMMEDIATELY.
So what are their options for getting their company’s message to the prospects as soon as possible?
- Direct prospects to the company website?
- Send them a text e-mail with more detail?
- E-mail them a PowerPoint presentation?
These options might work in some instances. A better option might be sending them an Electronic Brochure.
So what is an Electronic Brochure?
An Electronic Brochure is a marketing piece that can be included in an overall marketing strategy. It has the same goals and strategies of a printed piece. It’s developed to introduce the brand, reinforce messages, act as a tool to influence key decision-makers, showcase a specific product, etc.
It could be that it’s just an “electronic” version of a printed brochure – a PowerPoint or PDF file that is sent via e-mail or included as a download on the public website.
A PowerPoint is typically intended to be presented person-to-person and a large part of that verbal and visual message is lost when viewed alone.
The challenge of a PDF file is that it’s static. There are many other interactive options that can help engage a prospect.
To really leverage the electronic medium, why not utilize an Electronic Brochure designed as an HTML file? This type of Electronic Brochure can include links, animations, audio, and more.
The HTML Electronic Brochure allows the reader to interact and view the items that are most important to their business. It’s similar to flipping through a brochure…but, in this case, the reader can actually interact with the piece by reading, clicking, listening, and viewing animations about the company, service or product.
As you consider an Electronic Brochure, there are a few items to think about:
- Uses — how and when will this piece be delivered to prospects? Will it be delivered online, as an e-mail attachment or on a CD-ROM?
- File size — does the Electronic Brochure need to be e-mailed? If so, the file size will need to be less than 1 MB.
- User interaction — how do you want the prospect to interact with the piece?
- Length — since the reader is viewing it online, should it be more concise?
- Technical requirements — what type of systems and browsers do prospects use?
- Confidentiality — can this piece be made public online or does it need to be password protected? Should it be posted online at all? Would a CD or e-mail be a better delivery method?
With all things, there are often limitations. In order to include animations, audio, or large files the Electronic Brochure should only be delivered online or on a CD.
In addition to the Electronic Brochure, a sales person might need the option to send a bit more detail on certain products or services. This might be done by creating PDF files that expand on specific products or services. These can also be sent as attachments and often do not require a large size file.
An Electronic Brochure offers the flexibility and immediacy that’s needed in today’s world, but still offers the ability to position a brand and get the right message to prospects. Utilizing an Electronic Brochure allows prospects to interact with your brand in a whole new and interactive way.
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