- Boxes (sometimes called a “box-all”) or boldfaced sidebars
are effective graphics used to emphasize special features or
highlight a quote from a key speaker. This adds “color” to
the page, even without the use of artwork. - Careful negotiations with the printer are essential to con-
trol the costs of the brochure design and printing. Every
upgrade in paper stock, every additional fold or flap, will
cost more in press time, paper, and labor. And discerning
marketers are alert to cost issues when considering “die-
cuts,” or specialized decorative or custom shapes cut into
the brochure’s cover or folds. While very impressive, the
procedure is also very expensive. - Prior to printing, the brochure should be developed into a
“mock-up” for a panel of peers (a focus group) to proof one
last time for clarity, spelling, and grammar. Then a review
of overall attractiveness and effectiveness should follow. It
is less expensive to make corrections at this stage, and
much less embarrassing and costly than discovering mis-
takes at the print shop.
Finally, and to repeat, the event is not about you, it is about
yourattendeesand the benefitsthat they will receive. Maintain
that philosophy throughout the writing and production of the
brochures. They will likely be a key element of the marketing
strategy.
ADVERTISING
Many media alternatives exist for associations to weigh as they
plan advertising for their events. Among the choices are those
closest to home, as well as the least expensive. These are the as-
sociation’s own publications. Following are some organizational
publications, house organs, and other advertising vehicles, which
are often overlooked as possibilities:
■Association magazines and newsletters (the advertisements
are often called “house ads,” ready for insertion anytime and
anywhere space is available)
■Membership promotional brochures
■Event program books (back-cover ad for upcoming event)
■Press and media kits for association legislative materials or
other activitiesPromotion Methods for Association Events 113