| This is the third in a series of articles on the design and | | | | with complicated descriptions.o make sure the design |
| use of print media for value added marketing and | | | | and message coincides with the theme, decor and |
| advertising during tough economic times. The goal of | | | | branding of your business.o As with other printed |
| this article is the same. Use print media for marketing | | | | materials, keep it simple and easy to read. Flowing |
| and promotion during tough economic times. It provides | | | | hard to read fonts in titles and text, tend to lose |
| the best value for your marketing dollars. Our specific | | | | readers. Make it as easy as possible for your |
| marketing goal is increase the spending base of | | | | prospective client, but make it look good. Again, design |
| existing customers and attract new customers. | | | | and message is where a good graphics artist is a |
| This article deals with multi-page booklets. They are | | | | must. |
| probably one of the most expensive of the printed | | | | Uses - we mentioned some uses earlier, but we will go |
| promotional tools, but depending on what your business | | | | into a little more detail in this area. |
| offers, can be one of the most value added. | | | | - Your business includes internet sales of 15 to 18 |
| Multi-page booklets can be used as menus in a | | | | health and beauty products. Using an 8 page |
| restaurant, menus in a salon and spa, product catalogs, | | | | multi-page booklet as a catalog describing the |
| multi-page brochures and more. When your business | | | | products, manufacturer, availability, ingredients and |
| needs to convey a lot of information about products | | | | pricing may be ideal. A catalog can be shipped with |
| or services in a professional and classy style, the | | | | some or all orders and provides quick information |
| multi-page booklet may be your answer. | | | | concerning your other available products. |
| Dimensions and Paper- There are variations, but the | | | | - Your business is a salon and spa that offers hair |
| standard dimension are typically 8" x 9", 8.5" x 11" and | | | | care, skin care and massage services. Using a 4 page |
| 8.5 x 5.5". Most standard run printers offer booklets | | | | booklet as your menu of services may be your |
| ranging from 4 to 32 pages. Printers specializing in | | | | solution. With your graphic artist's help, you can convey |
| catalogs and magazines offer more pages, but that is | | | | detailed information about services, training and |
| out of the realm of we are discussing today. scored | | | | certifications your business has, pricing and present it all |
| and folded in the center. Booklets typically are printed | | | | in a classy style that coordinates with the decor of |
| on 100lb Gloss Book Paper and come with or without | | | | your salon and spa. |
| UV coating. Variations in the type of paper and finish | | | | - Your business is a small neighborhood ethnic |
| will likely cost more. Order quantities range from 100 to | | | | restaurant that specializes preparing in-house and |
| many 1,000. The more you buy, the better the value. | | | | take-out the way the customer wants it. Your solution |
| Design/Message - As mentioned earlier, the multi-page | | | | may be a 8 page booklet as your menu. The menu |
| booklet is the choice for conveying high quantity, high | | | | would describe your standard meals and pricing along |
| quality, classy offerings. When using the higher cost | | | | with the specialty items available for the made to |
| multi page booklet approach, ensure you know what | | | | order dishes with pricing. This menu would be given to |
| message you want to convey and how you want to | | | | first time customers as a reward for coming in. They |
| convey it. If your business pays several hundred dollars | | | | can take it home and determine what there next eat-in |
| for booklets and you decide after the fact they were | | | | or take out will be beforehand. |
| not what you wanted, our value proposition just went | | | | Again, I am going to harp on branding. The most |
| out the window. The basic rule of thumb when using | | | | important thing to remember is to keep all of your |
| them are:o best for businesses that have many | | | | promotional materials branded to your business for |
| products, each with detailed descriptions that need to | | | | quick recognition. That means use the same logo, |
| presented in an organized, easily read manner.o best | | | | colors, fonts, and themes when developing your print |
| for businesses that are providing a variety of services | | | | marketing materials. |