PreConference Seminar Brochure Design

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Pre-Conference SeminarBrochure Design

• November 2007 Orlando FL

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Marketing Model
US
THEM
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From Products to People
US
Senior Adults
Kids
Singles
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Increasing Segmentation

• Seniors
• Boomers
• Boomer Grandparents
• Boomer Parents
• Retired Boomers
• Divorced Boomers
• Remarried Boomers with blended families
• Boomers 43-49
• Boomer 50-55
• Boomers 56-65

• Generation X
• Single
• Married
• Families
• Underemployed
• Generation Y
• Entering Workforce
• Under-employed
• Single
• Ethnically diverse
• Kids, too

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Your Image
Beliefs
Impressions
Perceptions
Attitudes
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Develop Your Image

• Fun
• Friendly
• Efficient
• Innovative
• Comprehensive
• Low Cost

• Product Leader (Nike)
• Product Specialist (Providing certain types of
  classes better than anyone)
• Market Specialist (Providing classes for a
  specific segment)

Over and over, and over again
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The Five Ws OF Image Development
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HO All of your staff.
W
HEN Every customer interaction
W
HERE At every customer contact point
W
HAT Every communication opportunity
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HY Because image is long-term
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Four No Cost Image Makers

• Logo
• Slogan - USP
• Your Program Name
• Testimonials

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Your USP What Makes You Unique
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Sample USPs

• LERN Information that Works!
• Fed Ex When you absolutely, positively
• Unknown Moving Company We are movers not
  shakers
• Nike Just Do It!
• Tims Tree Stump Removal We go out on a limb
  for you!
• Raino Linings Tough doesnt even scratch the
  surface!

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The Power of Your Image
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Keeping Your Image Current

• McDonalds Is Your Kind of Place (1965)
• You Deserve a Break Today (1971)
• We Do It All For You (1975)
• Nobody Can Do It Like McDonaldss Can (1979)
• You Deserve a Break Today ( 1981)
• McDonalds You (1983)
• Its a Good Time for the Great Taste of McDonalds
  (1984)

• Good Time, Great Taste (1988)
• Food, Folks and Fun(1990)
• McDonalds Today (1991)
• What You Want is What You Get (1992)
• Have You Had Your Break Today? (1995)
• Did Somebody Say McDonalds? (1997)

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IMAGE

• Create it!
• Nurture it!
• Live it!
• Splatter it everywhere!

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Ratios For Brochure Success

• How many brochures are required to generate
  one enrollment?
• Number of Brochures Distributed
• Total Number of Enrollments
• 50000/1000 501
• 1000/50000 2

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Average Registration Fee

• Total Income Total Enrollments

50,000 Revenue Divided by 1000 Enrollments
Average Registration fee of 25
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The 3-30-3 Rule

• Three seconds to grab their ATTENTION
• 30 seconds to answer WIFM
• 3 minutes to deepen DESIRE and get them to ACT.

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A Attention Cover Back Cover
The AIDA Principle
I Interest First 2 Pages
A Action Registration Information and Form
D Desire Session/Course Description MORE!
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Prelude.

• A good brochure does a lot more than inform
• It drives registrations and puts seats in seats!
• In short, it sells!

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The AIDA Principle

• A
• Attention

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Classes for the Masses Everybodys Lifelong
Learning Program
LOGO

• Teaser Copy
• Teaser Copy
• Teaser Copy
• And more. . .

Classes for the Masses
Learning at the Speed of Life
Fall 2004
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Principles of Cover Design (for our traditional
audience)

• Keep it simple
• Select a graphic that tells a story or that
  creates a specific response from the reader
• Use one main graphic focal point
• Use teaser copy
• Use a logo and slogan a USP
• Avoid trite images and generic graphics
• Fill the visual field
• Choose appropriate stock

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Community Programs

• Dont put the address and telephone number on the
  front cover
• Dont use pictures of your facilities or building
  unless there are people
• Be sure to include Name of program, session or
  term, slogan, logo, teaser copy

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Guidelines for Using Color

• Color is an important communicator of image.
• Colored printing on the cover is worth the cost.
• Avoid colored stock for the cover.
• Use screens and overlays absent colored printing
• Use dark text.
• Use high contrast.
• Print photos in black.

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Your Program or Course Title and Your Theme Must
Grab ATTENTION!

• Your Conference, Seminar, Class or Session Title
  MUST Grab Attention
• Your headline, title, theme is 5 times more
  likely to sway prospects than any other copy.
• Make it bold, make it a big benefit!
• Expend some real effort here!!!!!!

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Some Examples

• Make your event important
• Executive Strategy Session for Teambuilding
• Simplify difficult topics
• New Tax Laws and You In Plain English
• Create a sense of value
• Exclusive Internet Briefing for Top Executives

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More examples

• Be on the cutting edge
• The New Realities of Jury Selection
• Quantify outcomes
• Ten Proven Ways to Use Computer Networks in
  Corporate Training
• Identify the target audience
• Customer Care Strategies for Support Staff
• Use dynamic and dramatic, emotion-laden positive
  words
• Make More Money. . .Now!

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More Examples

• Offer solutions to difficult problems
• The Seven Super-strategies for Managing Your Own
  Assets
• State the benefits of participation
• Avoiding Costly Legal Pitfalls in Residential
  Real Estate Sales
• Offer ways to achieve specific goals
• Breaking the Barriers to Federal Procurement

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A Rose by Any Other Name

• The Learning Marketplace
• Learning Central
• Marketing Summit
• Executive Briefing
• Power Seminar
• High Results Training Seminar
• Advanced Course on. . .
• Cutting Edge Symposium on

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12 Most Powerful Words in the English Language

• DISCOVER
• EASY
• GUARANTEE
• HEALTH
• LOVE
• MONEY

• NEW
• PROVEN
• RESULTS
• SAFETY
• SAVE
• YOU

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Color, Screens, Contrast, Clarity, Simplicity
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Sample Covers that Work!
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COVERS FOR TARGET AUDIENCES

• Boomers are no longer our sole audience
• Boomers arent old and never will be old
• BUT boomers dont like what Gen X and Gen Y like
• And Gen X and Gen Y definitely are not attracted
  by the same images as Boomers
• The Result? Targeted covers for different
  audiences.

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The AIDA Principle

• Attention
• Interest

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Focus on Benefits

• What they get
• What they will learn
• What they will be able to do new, different,
  better
• Whats actionable
• What will change their life

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Benefits

• Be Bold
• Use active words phrases
• Focus on whats in it for them!
• Create as many benefits as possible and then
  create some more!
• Restate the most benefits important over again

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Remember

• They cant know your value unless you tell them
  and tell them again.
• Dont make them guess whats in it for them!

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First Pages Community

• Welcome Uniqueness, new, benefits
• Table of Contents the way they think
• Highlights new, big, bold, benefits
• Graphics to the target audience(s)

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Do Not Include

• Registration
• Lists of boards or committees
• General information
• Paid advertising
• Blank page
• Remember Your are stressing the benefits of
  your program.

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First Copy Seminars

• Complete list of most powerful benefits
• Who should attend
• Testimonials/previous participants
• First call to action
• Follow with schedule

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First Copy Conferences

• Welcome (USP)
• Table of Contents
• Key benefits
• Keynoters, with photos
• Special highlights
• Program overview
• First call to action

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• Five Myths That Stop Companies From Hiring Search
  Engine Optimization Experts They Desperately Need
  

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The AIDA Principle

• Attention
• Interest
• Desire

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Components of Community Class Descriptions

• Title
• Opener
• Description Narrative
• Teacher Information
• Logistics

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The Title

• Interactive Ask a question.
• Why Does My Car Go Ping Ping?
• State outcomes or benefits.
• Six Weeks to a More Fulfilling Job
• Create reader identity by stating a common
  problem.
• Instant Piano for Busy People

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The Title

• Create a sense of mystery or discovery
• Find Out Almost Anything About Anyone
• Use quantitative titles
• Ten Ways to Turn Out Terrific Kids
• Simple, positive, non-threatening
• Healing Stress With Yoga
• Use humor
• Mud, Sweat and Cheers

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The Title

• Use positive statements or familiar phrases.
• Live Now, Age Later
• Identify the target audience
• Investing for Women
• Make it Personal
• Reinvent Your Life Through Meditation
• Driven to Distraction ADHD At Home

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Titles and Headings

• Sans serif type is good for headings and titles.
• Dont use highly stylized type. It is too hard to
  read.
• Use dark ink to improve contrast.

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Openers for Community Classes

• Question
• Want to learn how to investigate someones
  background?
• Definition
• Feng Shui is the ancient Chinese Art of Placement
• Impressive Fact
• More than 850,000 individuals will Inc.
  themselves this year.

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Openers Community Classes

• End result
• You will learn to play any pop tune on the piano
  with both hands in ONE 3 ½ hour workshop.
• Humor or distraction
• Since strangling is not an option, you need to
  learn socially acceptable ways to deal with
  difficult people.
• Quotation
• No man is an island.

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Tips for Writing Better Descriptions Community

• Use you language.
• Emphasize benefits of participation.
• Keep the Descriptions between 45 and 120 words.
• Use complete sentences.
• Avoid abbreviations in the narrative
• Dont use decimal points and zeros when you write
  the price of the class.

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Descriptions for Seminars and Conferences

• Make titles cutting-edge and benefit laden
• Use lots of verbs
• Emphasize Benefits
• Dont time the days. Do show when topics will be
  covered.
• Provide speaker information
• Practical experience in applying what they
  present
• Document that they can present/teach
• Other credentials that establish expertise

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Build up Your Presenters

• Major error too many make is NOT promoting
  presenters enough.
• Focus on what matters
• Real life experience
• Ability to impart the content

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Examples

• Joan Walden is a practicing naturopathic
  physician. Her provocative, one day seminar on
  natural healing always sells out.
• Bill Baxter sells more cars every year than any
  other sales person in Orlando. His class called
  How to Buy a Car and Not Get Stiffed has filled
  every session for the last 10 years.

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Copy for Gen-X

• Keep it punchy and out of the internal recycle
  bin.
• Keep it real.
• Use nostalgiabut use it well. Xers are
  pop-culturally world weary.
• Use generationally appropriate language along
  with images.

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Copy for Gen-X

• To the point. No glitz and sizzle.
• Prove your program/course is worth it
• Multiple levels of information at once
• The four Cs clear, concise, coherent, correct
• State the benefit, use a number, keep it
  shortand deliver

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Power Words and Phrases

• FREEDISCOVERPOWERFULEASYGUARANTEEDYOU'LL
  LOVE THISMONEYHOTTEST

• NEW IMPROVEDPROVENRESULTS
• AMAZING
• SUDDENLY
• MAGIC/MAGICAL
• STARTLING
• SAVE

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Power Words and Phrases

• REVOLUTIONARY
• STATE-OF-THE-ART
• FANTASTIC
• SAVE
• BEST
• FOR A LIMITED TIME ONLY
• SECRETS
• THE BEST KEPT SECRET
• UNBELIEVABLE

• MUST SEE TO BELIEVE
• WONDERFUL
• REMARKABLE
• MIRACLE
• AMAZING
• UNDENIABLE
• THE LATEST IN
• TIME SAVING
• MONEY MAKING

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Ten Rules for Readability

• Use color for emphasis, not for copy.
• Too much bold or italic type can slow readers
  down.
• ALL CAPITAL LETTERS LOOK LIKE RECTANGLES.
• Reverse print is hard to read.
• Vertical lettering is hard to read.
• Dont mix type styles.

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Ten Rules for Readability

• Use Serif type for narrative copy.
• Use a minimum of 10 point type for narrative
  copy.
• Use leading that is one point larger than the
  type size.
• Keep column widths between 22 and 66 characters.

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Eye-flow
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Tips for using photographs

• High contrast/black and white
• Use a .5 border to make them stand out
• Always use captions
• High quality/action oriented
• Close-ups
• Make the photo tell a story

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Testimonials Sell

• There is no such thing as a bad testimonial. Some
  are just better than others.
• Use names. Use titles and company if appropriate.
• Exception Where clients must remain anonymous
• The more benefit related the better
• The more testimonials the better

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On Testimonials

• Better than nothing
• This was a fun class and I liked the instructor
• Getting Better
• The instructor was impressive and knowledgeable
  and I learned a lot.

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On Testimonials

• Better Yet
• Peggys awesome. What I learned will be
  invaluable in the future.
• Now then
• Peggys awesome! Ive put to work what she
  taught me and after only two short months, my net
  receipts are up over 50! And, the future is even
  brighter!

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• Attention
• Interest
• Desire
• Action

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Registration

• Registration says a lot about your program

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Registration

• Part of your overall marketing
• A critical image-maker
• Must get them to act
• At the brochure stage, registration is not a
  contract
• Save the heavy stuff until after they act

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Barriers to Registration

• Limited options
• Too much info
• Lack of convenience
• Strict refund policy
• Limited staffing
• Negative language
• Staff not knowledgeable
• Process unfriendly

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Characteristics of a Good Registration Page

• Lively, attractive, easy to read
• Large headers
• Positive language
• Minimal copy
• Complete information
• Simple forms
• Graphics
• White Space

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Back Cover

• Often what people see first
• Use color and graphics
• Stress benefits
• Minimal mailing panel
• Testimonials
• Highlights

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Postcards The Emerging Promotion
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Post Card Promotions
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Thank You Thank Your Customers!