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What to do Before Preparing a Seminar Brochure?
- Get outside help from freelance art, copy and marketing professionals. In-house staff may be too busy or not qualified.
- Make the brochure readable and easy to follow. Use loose groups of text with key benefits and features graphically highlighted.
- Use graphic elements to maintain readers interest and to make key points.
- Test an 800 number.
- Use a self-mailer to maximum so that organizational pass-along is greatest.
- Before printing, check with postmaster on self-mailer's design.
- Mention future seminars in your brochure.
- Ask attendees to fill out a comment card and permission to use their comments.
- Try to have your mailing label returned with your reply card - to track response.
- Key code each list separately.
- Try to avoid using identical or similar lists from several brokers.
- Use your marketing professional expert to advise for identifying other prime markets.
- Fundamental Direct Marketing demands a systematic tracking effort.
- Test new lists regularly.
- When selecting titles, be as wide as possible to get the correct person in larger companies.
- Segment your lists by job function and second by job title.
- For specific programs, select by specific industries by Standard Industrial Codes or S.I.C.s.
- To reach managers, select branch offices and plant locations.
- Consider selecting firms by sales volume and or employee size.
- To reach all decision makers, select Presidents/CEO's, Personnel and Training Directors.
- Consider testing Canadian markets.
- Respond to all inquiries in 48 hours.
- Do not overlook the vice-presidential titles of Senior, Group and Executive Vice-President. These are an excellent resource for prospects and referrals.
- Be sure your phone is answered by a competent person.
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