Alpha Video & Audio Opts for Superior Sales Brochures Over Cheaper Option: SAMMYs 2016

The company was awarded the SAMMY for the Best Sales Brochure in 2016.

(From June 6-17, SSI will be highlighting the winners from April’s SAMMY Awards. Alpha Video & Audio won the SAMMY for the Best Sales Brochure.)

For an end user in the market for an audio/visual solution, the Alpha Video & Audio sales brochure must surely be filled with eye candy. The company utilizes impressive imagery of its work in multiple market niches, including presentation systems, meeting collaboration, digital signage, sports venue systems and broadcast systems.

The main intent of Alpha Video & Audio’s brochures is to succinctly communicate general information about the company and to give the reader a quick snapshot of their solutions and services. The brochures are not tracked by any specific metrics as they are a general marketing communication tool with no specific call-to-action, explains Scott Tronson, marketing manager for the Eden Prairie, Minn.-based company.

“Our brochures are handed out by our sales staff, mostly as a leave behind. While we focus on marketing our solutions with digital media, there are always occasions where leaving a printed piece is appropriate for reference and to use as future talking points,” he says.

Our brochures are handed out by our sales staff, mostly as a leave behind. While we focus on marketing our solutions with digital media, there are always occasions where leaving a printed piece is appropriate for reference and to use as future talking points. – Scott Tronson, Alpha Video & Audio

Most of the photography duties for the brochures are handled in-house, although Tronson does on occasion purchase images via an online stock photo provider. He will also hire professional photographers infrequently to highlight key projects.


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Given the proliferation of desktop publishing tools, marketers can easily be tempted to go the DIY route instead of footing the cost for a professionally designed sales brochure. That’s all well and good, but before you start counting the money you could save, consider every piece of sales literature leaves an impression on your prospects – for better or for worse. Does your homemade brochure exude professionalism and competence? Or not? Think of the consequences if the latter, especially if that prospect is comparing your materials with a competitor’s of superior quality.

QC caveats aside, in-house sales brochure designing can be done with a high degree of professionalism and cost effectiveness. As Tronson can attest, “Whenever possible, we purchase online templates that can be used in Adobe Indesign or Adobe Photoshop. With a moderate level of graphic design skill, we can modify and change the layout templates to fit our brand and messaging.”

Here is a final tip from Tronson for cost-conscious marketers: “We also have the brochures professionally printed, but on a digital press so we can do limited quantities without having to do a minimum order.”

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