If you are thinking about a promotional giveaway or incentive for your business, consult a marketing professional to help you design a program that will deliver measurable benefit to both you and your customer.

Quite frequently, giveaway items are selected for a promotional campaign without careful consideration of a long-term return on investment and as a consequence are seen as loss leaders or zero-gain programs that don’t work.

If a potential customer asks for “more information” about one of your products or services, they really do want more information—typically in the form of details, specifications, prices and a background on your company, packaged in a readable and good-looking brochure.

Unfortunately, most brochures are big on design and short on content, leaving potential customers with an unfulfilled level of education about a product or service that they actually want to purchase (or they wouldn’t have asked for the brochure in the first place!).