‘The brochure is the sales document of the conference.’

DESIGNING THE BROCHURE

The conference brochure should appeal to those potential delegates you have identified, set the tone for the event and provide standard information.

Ask yourself a few questions before you start:

• Who is the conference aimed at?
• What information does the brochure need to contain?
• What feedback will you need?
• Are there certain commitments you have made to the sponsors regarding the inclusion and positioning of their logos?
• How will the brochures be circulated?
• How do other organisations design their conference brochures?

What information should it contain/what feedback will you require?

The brochure will need to contain all necessary information for the delegate, as well as the return booking form containing the information that you will require to process the booking.

Useful tips

Also remember to:

• Make sure it is faxable, i.e. not too much black/dark space or shading.
• Provide a downloadable PDF version.
• Leave lots of white space – don’t make it look too crowded or over-complicated.
• Make it easy to read and understand.
• Edit, re-edit and edit again.
• Make it attractive to look at.
• Make it look professional even if on a tight budget -remember it is your first contact with the delegate and it must impress.
• Make it as simple as possible.
• Even for non-paying events, it is useful to have a form returned so that you can establish how many delegates you will need to cater for.
• Ensure essential information that needs to be retained by the delegates is not placed on the reverse side of the registration form. Further details can be found in Appendix 4.
• Ensure it complies with the Data Protection Act.

Choosing who designs it

These days many people are conversant with desktop publishing and are capable of designing their own brochures, a task simplified by dedicated software such as Microsoft Publisher. Ideas can be ‘borrowed’ from other brochures. Keep a file of any you come across so that you can decide for yourself what works and what doesn’t. Alternatively you may consider using a design agency. You will find design agencies listed in local telephone directories, or your local printer may offer this service themselves or may be able to put you in contact with a suitable agency. Obtain several quotes before placing your business as prices will vary considerably. When briefing the agency, ensure your wishes are clear and proof-read the final copy before printing.

PRINTING THE BROCHURE

The look and the feel of the conference brochure will make a big statement about the conference. A shabbily put together document with spelling mistakes and poor grammar will not suggest that the conference will be a well managed, well produced event that your delegates should spend their time and money attending. Conversely, a well designed, glossy brochure that is clear and concise will put the potential delegate in a positive frame of mind.

Choosing the paper

Choose the paper carefully. If you are working on a tight budget you may not be able to afford glossy paper, but you could make good use of colour. Pastel shades are easy on the eye and will also fax clearly, conversely a deep colour will often be illegible after faxing.

Use at least l00gsm paper – it needs to be resilient and withstand being photocopied, filed, mailed and returned. If you are incorporating a reply-paid coupon then the Post Office requires the thickness to be no less that 235 microns and A6 minimum in size.

Proof-read time and time again. And when you are sure everything is correct, do it again. Also ask at least one other person to go over it as you may find that you have become ‘blind’ to mistakes if you have been working on the document for too long.

Costing the printing

As with design agencies, the cost of printing will vary from company to company and from paper type to paper type, so obtain a selection of quotes. Generally the first print run will include the preparation of the plates used in the printing process, and the cost difference per thousand after that will not be huge. It will be helpful to let the printer know in advance when to expect the camera ready copy, and the date by which the finished documents will be needed. This will enable the printer to build it into the print schedule. If possible give printers a deadline which is earlier than necessary to allow for unforeseen circumstances. Also bear in mind that print runs required at short notice will often cost more. An absolute minimum of one week will be required.

Digital printing is much more flexible. Ask your printer for advice on your particular project.

DISTRIBUTING THE BROCHURE

Having given much thought to the content and design of the brochure, you now need to get it in front of your potential delegates. Who they are will determine how you reach them.

Mailing options

• in-house mailing lists
• membership lists
• previous delegates
• purchasing lists from mailing companies
• magazine inserts
• ‘piggy back’ mailings with companies you may have connections with who are targeting similar individuals
• lists obtained from publications, directories, registers and the local Chamber of Commerce.

If you can send the brochure to a named individual rather than ‘Marketing Manager, XYZ Products Ltd’ for example, it will be much more likely to reach them.

Whether using in-house or bought-in mailing lists, ensure they are ‘clean’, i.e. names are not duplicated. As well as being uneconomical, in our world of constant unsolicited junk mail people have low tolerance thresholds.

Electronic distribution

If your organisation has a website, put the programme and booking details on it.

Postage

If doing a very large mailing, professional mailing houses will fill the envelopes, frank and dispatch them for a fee, and a reduction can sometimes be gained in the mailing cost. Ask your Post Office about Mailsort and and other bulk mailing options or check the Royal Mail website www.royalmail.com > BulkMailSavings.