I ran across the following quote today and thought about the implications it has on our industry. While I know this is not new material, it does remind me that we need to be mindful of the ways we can decrease our carbon footprints.
Wal-Mart is pushing to become “packaging neutral” by 2025. No small feat. The impact of this decision has had profound ramifications in the entire consumer product industry.
Are you still printing 4 color high-gloss brochures, floor plans and portfolio binders for each and every prospect? You may be turning potential residents off unknowingly – if you are.
I bought a new car recently and was handed this giant beautiful product booklet and I thought – “what a waste” – I handed back to them and told them: 1. I would never read it. 2. I thought is was a waste of good paper. I have to believe a percentage of our consumers think the same way. While it did not dissuade me from buying the car – it did make me think about lower priced product offerings to include apartment homes.
Something to think about.
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Mike:
I'm a little snooty about graphic design but I also hate to take things (bags, brochures, packaging) that I know will have a use to me for <2 minutes.
To me, the biggest knock against expensive brochures is how easily they are out of date. Because they cannot be updated cheaply, they can only describe the property essentials like a floorplan and amenities. Nothing about your summer/winter calendar of events, nothing about pricing, and nothing about community resources. Worse, if printed on glossy stock, you can't even write on the brochure without smearing the ink.
I like to read the brochures because the copy and the design tell me how seriously 'someone' takes the property, and I use it as a proxy for service and maintenance. I also, and this sounds like your problem with the car brochure, want something appropriate. If I've already decided on the unit (or car), give me something that tells me what to do in the area, where to find my life essentials, not what my neighbor's floorplan is.
Less is More:
I ran across the following quote today and thought about the implications it has on our industry… http://tinyurl.com/nxhpma
This comment was originally posted on Twitter
Will –
Thank you for taking the time to continue the conversation. Your point about the correlation between design and attention to detail – is it fair to say that the design is a demonstration of a third parties ability to tell a good story? It might not be a direct reflection [positive or negative] of an on-site team. I don't disagree that a good takeaway is necessary – I just think it could be a print on demand product. And, dare I say – maybe it's black and white.
Great points on cost, flexibility and being appropriate –
Hope your week is smashing –
That's a fair point on 3rd party design; I unconsciously credit a property for having a good picture of their property, figuring there's some operational competence involved.
Here's what I would like to see:
1. Current (seasonal or even monthly events)
2. Relevant (prospect v. move in)
3. Heavier weight paper (spend a little on it, please)
4. Professionally designed B&W
5. No Comic Sans (see #4)
6. Dual-sided, single sheet
Should run about $0.40 per sheet, if you can do a good design in house, I think.
RE: @mbrewer Will –
Thank you for taking the time to continue the conversation. Your point about the correlation betw… http://disq.us/wtv
This comment was originally posted on Twitter