Making the Most of Advertising Dollars - Brochure Marketing Tune-Up

In the case of curiosity or boredom, there is always the possibility that your brochure about your line of restaurant cooking equipment will convert the curious or the bored into a sale. There's also a chance that the Man in the Moon will set up a concession stand for green cheese on the planet Mars.
And so the only realistic possibility of making your investment in brochures pay off is to offer a solution to someone's problem.
People walk around all the time thinking about some concern they might have. It could be their health. It could be their investment portfolio. It could be problems they are having with the heating system of their house. It might be organizing their daughter's wedding. Very few people walk around saying, 'Nope. No problems at all. Everything is just fine the way it is. I wouldn't change a thing.'
And so what that means is that there is an inherent demand for your product or service, assuming that your product or service has value. You have the supply and someone else has the demand. It's a matter of matching the buyer to the seller. And so what are the keys to matching up supply and demand? What are the keys to using brochures in order to match up problem and solution?
Let's analyze three approaches to getting to #3 above; getting someone to see in your brochure a solution to their problem.
Strategic Placement: This just means that you need to position your brochures in places where they are most likely to be seen by those who might avail themselves of your service.
Airports: Business travelers arriving in town for a week-long conference may be looking for all kinds of recreational or cultural activities. They may not be looking for lawn care service, but if you offer a service or product that might appeal to someone visiting the area, shops or concourses at the airport may be a perfect place to position your brochures.
Retail Stores: If you can find retail establishments which have some commonality with your business, maybe you can work out a reciprocal arrangement: you put your car wash brochures in the waiting room of the local car dealership, and they put their service bay brochure in your lobby.
Fairs and Exhibits: Special events can be a great way to get your brochure into the hands of those who are unfamiliar with your product.
Direct Targeting: Here, we mean figuring out who your likely customers are and getting your brochure directly into their hands. Using an established and well-culled mailing list is the best approach.