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E-marketing -- Digital Brochures versus Info Links

E-marketing -- Brochures versus Links... Wow, the August 16, 1999, Dispatch on e-brochure formats generated a wide range of comments, some of which I've copied below... What's the best way to notify colleagues and prospects about new opportunities? The dilemma is whether to send the equivalent of a digital brochure or a simple web link. The former weighs in at a minimum of about 500 KB. Not a problem on a high-speed corporate network. But not fun over a dialup (or wireless) connection!

John Crombie with Royal LePage Commercial in Edmonton, Alberta, Canada, raves about his Quick-E promotions developed with Macromedia software. "What we like about this format is the fact that the file sizes are relatively small (generally under 500 kb) and that it is entertaining and informative. It is a self-executing program and works well on most computer systems. The file also provides web links to sales agents, our company's web site, a printable copy of the full brochure (PDF and ZIP) and IPIX bubble pictures. Our clients have loved it!" ... Quick-E promotions are created by Quick-Draw, Inc., also in Edmonton. Randy Chamzuk of Quick-Draw e-mailed me several examples. Cool. But remember, I've got a cable modem.

Char-Lou Benedict of Burnham Real Estate in San Diego, CA, reports on her firm's efforts to eliminate paper fliers, "Burnham had a meeting last fall of the Admins and Research/MIS managers of the major houses in San Diego ... to try to find a more efficient method. We came to the conclusion that sending e-mail with 'hot links' to listings on LoopNet was probably the best method. However, the brokers themselves love PDF files (they are so visual). And when CB sent out a PowerPoint self-running presentation, I was flooded with 'Why can't we do that?' Brokers do not care about file storage..."

Jennifer Reynolds with Summit Realty Group in Indianapolis, IN, writes, "Attached is a monthly HOT SHEET that we send out to area brokers to update and promote our current listings. It is formatted in MS Word 97 (widely acceptable format in this area) and includes links to each broker's e-mail, as well as to the listing on Loopnet. We have found that this method has been very successful." ... This file measured almost 200 KB, which is still a significant size. But it did include links to over two dozen properties with links to property information and brokers' e-mail links. ... This will be an interesting a story to follow. I'll print more responses in future Dispatches.

Question... Road warriors, how would you like to be notified of new listings? Send e-mail to me , and I'll report in a future Dispatch.

.--Peter