Advertising, 6 Reasons to Choose a Pocket Folder, 4 Reasons to Select Another Format for Your Sales Literature


by DAN ODONNELL - Date: 2008-12-11 - Word Count: 641 Share This!

Should you choose a pocket folder to present your sales pitch or look for another format? Sales Managers and Marketing Directors search for the answer that fits their style, product and budget. Here are the pros and cons of pocket folder selection.

6 Reasons to Choose a Pocket Folder

Versatility - No other format is as versatile as the pocket folder. From its most simplistic single-pocket configuration to a 6-panel version with stapled-in pages and stair-stepped inserts, pocket folders allow the most options to add as much detail as needed. Changeability - If you have information that changes regularly, a pocket folder is very accommodating. You can insert different information each time it is delivered. A perfect example of differing information is when your organization has custom pricing for each prospective account. Consider creating matching template pages which are mostly blank, but have graphics that match the pocket folder. Then laser in your variable information and slip the pages into the pocket.

Other changeable information can include things like multiple product lines. Suppose you have 8 product lines, each with its own inserts/brochures. Some of your products are designed for all of your target audiences, some for 2 audiences, and some for 4 or 5 audiences. It's easy to mix and match inserts that are specific to each audience.

First Impression Value - The oversized format and solid feeling can't be beat. When you receive a pocket folder, it just feels more important. Make sure you choose a good designer to enhance the value even further.

Convenience for the Recipient - The recipient has a handy place to hold all of your information, including your business card. Everything can be kept neatly and securely.

Cost - Interestingly, the cost of a pocket folder can be both an advantage and a disadvantage. Compared to a simple trifold brochure, the cost is certainly higher, but the trifold can't deliver variable information efficiently. If you had to change information each time you made a presentation with a trifold, it would be an expensive and useless endeavor.

Multiple Uses - Good looking pocket folders with generic graphics can fit multiple uses. Make sales presentations, send proposals, deliver contracts, or fulfill literature requests - all with the same pocket folder.

4 Reasons NOT to Choose a Pocket Folder

Lack of Cohesiveness - Often the users of pocket folders slip into the mindset that "the more we give the prospect, the better chance we have to finalize a sale." They mistakenly add every piece of literature they have to the pocket folder, making the main message become softened and/or confused. Prospects get overloaded and either pass over or ignore the primary message.

Cohesiveness can also be lost when well-meaning, but poorly trained employees, create pieces to insert into the folder that don't maintain a branded image.

Cost - The typical cost of a pocket folder can range from $1 - $10 each. Weigh the cost of an average sale against the cost of the folder to determine if it's worth the expense. If you're selling in the business-to-business arena with an average sale over $500, pocket folders are great. Look for a cheaper option if you're selling products worth under $500.

Overkill - If your product or service is simple or low-cost, a pocket folder can be unnecessary, choose a small brochure or flyer instead.

Extensive Amounts of Information - There's a limit to how much you can put in a pocket folder. Once you get past 24-36 pages of information, it's probably better to switch to a catalog or magazine format.

Dan O'Donnell is Creative Director and Owner of Direct Axis, a 4-member design/communications agency

Direct Axis' primary focus is the design and writing of print and web media. Direct Axis creates pocket folders, brochures, catalogs, direct mail, web sites and Flash presentations.

Direct Axis specializes in nonprofits, manufacturers and higher education.

Direct Axis

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