A stunning, sleek-looking folder featuring the lights of downtown Nashville at twilight instantly grabs your attention. Upon opening the brochure, you instantly glance at the top of four information sheets, which are placed at varying levels, from back to front, creating a step-down look. This makes it easy for you to go directly to the fact sheet you’re most interested in reading. Before you know it, you’ve gone from potential client to impressed customer.
The beauty of the brochure paired with its efficient design were the reasons why Signature Limousine Service in Nashville won the LCT 2004 Marketing Award for Best Sales Brochure.
Says Matthew Yorke, executive vice president of Signature, “We had seen the step-down concept in other company brochures. It’s visually captivating and makes a quick impression. It’s also very efficient for clients who are looking for specific information.”
Designing the brochure was a collaborative effort with a marketing company. “The high-end brochure offers an attractive, convenient format to explain who we are, and we can customize each one, depending on the client,” says Yorke.
The brochures are mailed to highly qualified leads, such as local companies that generate $10 million or more annual revenue, he says.
“When potential clients see the quality of our marketing materials, it immediately establishes the credibility of our company,” says Yorke. “If we take the time to invest wisely in marketing tools, it only stands to reason that we do the same when investing in our chauffeurs, cars, etc.”
Even though Signature has been distributing the brochures for barely a year, the company has already yielded a return on investment, so it’s more than paid for itself, says Yorke. The brochures are part of an entire marketing package Signature has created, which includes a tri-fold brochure and a newsletter — “two items we can mass market,” says Yorke.
Not Your Basic Brochure Signature’s sales brochure holds four beautifully designed information sheets titled “Vehicles & Chauffeurs,” “The Services You Need,” “A Technological Edge” and “About Signature Limousine.” Each sheet contains eye-catching artwork and pinpoints exactly what clients need to know about each area of interest. For example, “A Technological Edge” explains Signature’s online reservations, customer “customization,” flight tracking, two-way communication, global satellite tracking and DriveCam technology.