"rack cards" versus brochures
For an exhibit, one day or short-term event like this a rack card is sometimes a great way to go.  Based on design, of course, rack cards can be cheaper, they take up less room in a rack at the library/hotel/restaurant/etc., and are more likely to be absorbed at a glance than a brochure.  I really prefer rack cards to anything else because I feel like people are sometimes so busy they don't want to read a three-panel, two sided brochure.
 
I use brochures when I have to promote something that is long term (like an educational program that is available on-call), or when I plan on providing the information as it is requested (like along with an Annual Fund appeal, etc.).
 
Hope that was remotely helpful.
 
Jennifer M. Lane
Marketing and Events Manager
The Wilmington Music School
p (302) 762-1132 x18
f (302) 762-3422
www.wilmingtonmusic.org
 

From: Museum discussion list [mailto:[log in to unmask]] On Behalf Of Julie Carpenter
Sent: Friday, November 18, 2005 4:32 PM
To: [log in to unmask]
Subject: "rack cards" versus brochures

Hello Museum L-ers

Does anyone have any research or anecdotal information on the use of a two-sided rack card (one image, some text, basic visitation information) versus a three-fold/six-panel brochure (lots of content and/or images) for external marketing/promotion of an exhibition?

I'm a big fan of the KISS (keep it simple) principle when it comes to promotion but wanted to check in with the list what your experiences have been.

Thanks!
Julie

Julie Carpenter
Marketing Associate

The Phillips Collection
1600 21st Street, NW
Washington, DC 20009-1090
www.phillipscollection.org
[log in to unmask]
202-387-2151 extension 235

Sean Scully: Wall of Light on view October 22, 2005 through January 8, 2006.

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