The best way to get information to a Group 1 prospect is to have it available at places and times when they're vividly aware of the spear. For example, one pet-sitting service assumed it would get responses from a flier attached to doors. Far better to place the brochure at veterinary offices, grooming shops and pet boutiques-places where pet owners are likely to ask for referrals. There is little to do in a vet's waiting area but read whatever materials happen to be available. For Groups 2 and 3, the best method is to use a brochure as part of an overall customer relationship-building program, as I described in the article, You Make The Call .
Brochures can be valuable tools, but only when created well and used properly.
Until or unless you have a particular need for that piece of collateral material and you have a well-organized program for its proper use save your money and use other techniques. Laura Clampitt Douglas, CEO of MAX International Converters Inc. and president of Small Business Marketing Analysis, has been providing valuable advice to small and homebased businesses for more than 15 years. All answers are intended to be general in nature, without regard to specific geographical areas or circumstances, and should only be relied upon after consulting an appropriate expert, such as an attorney or accountant. Inc. All rights reserved.