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Chapter 14
Brochures, Promotions, Trade
Shows, and More
In This Chapter
ᮣ Producing brochures and marketing literature
ᮣ Choosing and using advertising specialties
ᮣ Producing printed and electronic newsletters
ᮣ Preparing for trade shows and sales presentations
ᮣ Launching promotions that work
Mass media advertising and direct mailings are the most obvious ways to
promote your business, but the communications toolbox also includes a
long list of other effective (and often far less expensive) communication vehi-
cles to consider.
Brochures and fliers, free giveaway items known as advertising specialties,
product promotions, trade show appearances, and sales presentations are all
means of bypassing traditional advertising as you carry your message into
the marketplace.
Most of these alternatives come with low price tags, and for that reason
many small businesses use them with a nothing-ventured-nothing-gained-or-
lost attitude. But even though large sums of money are rarely at risk when
you print a stack of fliers or order pens imprinted with your name, your repu-
tation may be on the line instead. This chapter offers advice so that every
marketing investment — however large or small — works to your advantage
while contributing to a favorable image of your business.
