Brochures and leaflets from facility providers often serve several purposes. Their primary purpose is, of course, to promote products and/or services. They are published with sales in mind. But they can also serve a more informative purpose, providing detailed specifications, use cases, and sometimes even examples that provide insight into how a product or service works in practice.
In this section, the editors briefly explain these one-time publications, as this secondary role is often overlooked. Facility professionals can learn from them by reading between the lines and separating the commercial message from the factual information. This can help them make better-informed decisions and improve operational efficiency within their organizations.
To maximize the informative value of brochures, flyers, and other publications, it's important to develop a critical eye. Some tips for deciphering valuable information include:
- Pay attention to technical specifications, examples, and references. These sections of the brochure are often less commercial and offer insight into how a product or service works in practice.
- Compare brochures from different providers. This will give you a sense of the market standard and help you discover which solutions best meet specific needs.
- Pay attention to small details like installation time, maintenance requirements, and compatibility with existing systems. They can make all the difference in operational efficiency and cost savings.
- Pay attention to the language used. Words like "innovative," "leading," and "groundbreaking" are commonly used marketing terms. Try to determine which claims are actually supported by facts and which are not.
By reviewing the brochures and flyers explained with the above tips in mind, readers will discover that these marketing tools are more interesting than they initially seem. Of course, they remain commercially sound, but they too can be valuable for the facility management within their organization.
