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As economy improves, marketers need to get creative

As small businesses prepare for a competitive 2011, it is important that marketing departments are at the top of their game. Now is the time to push creativity to the max and begin embracing novel advertising, PR and promotional ideas.

While new mediums such as social media, mobile location-based advertising and search engine optimization are important, you will need to get even more creative in order to stand out among the rest. Print media may offer the most potential for creative campaigns, as the sheer variety of the medium, as well as the artistic potential, permit a unique experience for both consumers and marketers.

Because of their versatility, brochures have long been a popular choice for small businesses seeking to provide prospects with a trove of information and reading material that can also be delivered via mail. In developing a brochure for your company, remember the AIDA acronym: Attention, Interest, Desire, Action.

"To be effective," writes Janet Attard for, "your brochure needs to get attention, get the prospect interested enough to read further, raise their desire for the product or service, and get them to take a specific action such as buy now, call and make an appointment, return a post card."

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