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Industrial brochure development considerationsBrochure productionOnce you finalize the design, it is time to get the piece printed. There
are a number of key items you need to consider before the production process.
ProofingMake sure your brochure contains no errors. That sounds easy and it isn't. Read it carefully, out loud. Examine the formatting. Is it pleasing to look at? Double-check punctuation, spelling, and proper word usage. Then, triple-check it. Don't let your brochure get printed with any errors! Insist on a final press check before printing. Dating vs. codingWe mentioned it previously, don't put a physical date on your brochure! Don't let your end users, distributors, manufacturers' agents, competitors, prospects — anyone — know how old your piece is. On the other hand, you need to know when it was printed or updated. Develop a code so you know when the brochure was printed, but no one else does. FoldingDesign a brochure that has simple folds. Elaborate folds will cost you more because they are more difficult to produce. Simple folds often improve or maintain a brochure's sturdiness. Difficult folds can often reduce the piece's strength.
Combination runsYour brochure developer is probably using outside printing vendors. Ask the developer if they are printing any other similar brochures for other customers. It is possible to "piggy back" your printing with another similar run reducing the printing costs for everyone. If you don't ask, or don't know to ask, you won't realize any potential savings. Special colorsPrint as many brochures as you can afford to if your production requires the use of special colors or specific dye lots. The next run probably won't match exactly. Winter printingMany printers are extremely busy spring to fall, getting next year's calendars, holiday catalogs, and other buying season advertising handled. If you have time, tell your printing vendor to fit your job into their schedule during their slow period when they can print it at their leisure. In return for your understanding of the printer's schedule you should try to negotiate a reduced rate or a delayed billing. You may not have this option, but if you do, try it out! BandingBand your brochures after printing in bundles. A four-page brochure should be bundled 500 per bundle. A six-page brochure may be optimally folded 250 per bundle.
Tell the printer you want to ensure all the brochures face the same direction to make it easy on your mailroom or outside mail house. Shipping weight and packagingYou've now entered the world of common carriers and other freight options. Keep your box weight under 40 pounds and you have more shipping options, UPS, FedEx, and others. Also, depending on the final use of your brochure, you want to ensure your boxes are reasonably easy to handle. If you are using a mail fulfillment house that employs handicapped or elderly help, make it easy for them and you'll get fewer mistakes. If you use them internally, the weight maximum may reduce injuries and workers' compensation claims. Work with your printer to ensure the brochures and the box size are designed for each other so that the brochures do not get damaged when the box is smashed during shipping. Now what? — Use it! Go market your business!Get the brochures out into the market! Set up a targeted direct mail program. Pick the right trade show. Make sure qualified inquiring companies receive them. Get them out there where they can work for you! Previous:
<< Brochure production Related industrial marketing tips
If you would like more information about how our industrial brochure and marketing materials development services can help your company achieve your sales goals, please call us at 630-941-1100, use our contact form or email us at info@kochgroup.com.
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