The “product” is IT Consulting – the immediate need is a trade show in 2 weeks. The medium is a trifold brochure. It’s professionally done – full bleed – professional graphics, etc. Headlines reflect benefits rather than features. “Increase Sales and Profits…” Most people think it looks good. But…
One of my colleagues says it’s “cheap looking” for our company. Our average sale is in the six-figure range.
Any thought on this? My experience shows that in a trade show environment when given a choice between a trifold and a 9×12 folder, most folks take the trifold.
Trifolds are easier to grab and their layout (generally) makes it easier to scan as well. Heavyweight paper is always preferred as well, since the first tactile response is subliminally noted.