Which is best?
The main reason you will decide to have a brochure or a rack card for your business is to get a prospect’s attention. So which is the best one to choose to get them to call you, email you, visit your website or social media, or use your shopping cart.
This depends on what you are trying to achieve, so think about what you want them to do – is it to learn about your company, reach out to you, make a buying decision or go straight to your website? The key to connecting with new business is understanding who they are, what they want, and how you meet their needs or desires.
Do you know the difference between a brochure and a rack card?
The standard brochure is a tri-fold that is 8.5×11 inches and folded two times so you have 3 panels on the front and three panels on the back for copy. The rack card is one-third of an 8.5×11 inch card stock. So you have one panel on the front and one panel on the back for photos and copy. The six panels of a brochure give you much more space to fit information, explain who you are and what you do, but a rack card has only two panels. This makes it quicker and easier to scan and find out what you are looking for. Sometimes, less is more!
Both have a place in a marketing plan. If a business is new and wants people to know more about who you are, your services and new products, brochures are a good way to go – they are ideal at trade shows, expos, anywhere where you can pass them out to many people.
Today people have less time to get everything done, so rack cards make it easy for them to connect with your company. They are easily scannable by a person and inspire them to reach out to you.
Next step is to make a decision – what is going to be the best way to connect with your customers, will be it be a rack card or a brochure?