Advertising Portfolio: Making datafiles work harder


Brochure or product datafiles can be a cost-effective method of generating sales enquiries. However, because this form of advertising is not too glamourous a lot of people become lazy about what these advertisements look and read like.

After analysing enquiry rates from a series of datafiles in the technical media it soon became apparent that the best performing ones featured a strong single colour image with a statement that unambiguously declared what was being promoted.

A clear case of saying what it does on the tin. By applying this philosophy to the datafiles and making sure the accompanying text was also crystal clear ensured that Livingston's enquiry rates from datafiles increased by as much as 40 percent compared with previous campaigns.

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