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Designing a marketing brochure, should I use a picture of a guy or girl on the cover?

by timrodriguez
15 replies
Hi how are you,

I'm getting a marketing brochure designed that's specific to medical treatments for sports related injuries. For example, Corticosteroids for Tennis Injuries. This is going to be print marketing, and left in tennis stores, schools, etc. Guys and girls both play tennis obviously. But from a marketing standpoint, what would hit a bigger audience and generate more phone calls to the medical office?

The way I see it, a guy would be more likely to look at the brochure if it was a fairly attractive girl, but may be less inclined to call because of the whole "girl playing sports" condescending attitude. It is what it is - stereotypes still exist.

On the other hand, maybe a girl wouldn't be so affected by a good looking guy on a brochure, and would still call, because of the perceived "male superiority" in sports?

That's just my opinion though, tennis is a sport where both the men and women excel and have equal popularity.

What do you guys think?
#brochure #cover #designing #girl #guy #marketing #picture
  • Profile picture of the author bluejeans
    Is one gender more inclined to that specific injury treated by the clinic?
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  • Profile picture of the author Oziboomer
    Usually an attractive brunette looking towards the offer or product helps conversions but why don't you try different options and include a tracking code on the brochures or send respondents to different landing pages or call tracking to see which works best.

    Nothing beats having statistical evidence that one out performs the other.

    best regards,

    Ozi
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  • Profile picture of the author dave147
    if it's for tennis injuries I'd use both...a guy and a girl
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  • Profile picture of the author tryinhere
    Put Caitland Jenner on the brochure
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  • Profile picture of the author Brand Whisperer
    Unless you're targeting a gender I would show pics of a man and of a woman.
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  • Profile picture of the author locale
    Is there any reason you cant print a base run of both and use two tracking phone numbers?

    This is what I do whenever I have the ability to start with a smaller area, get some data and then I can print and fulfill the rest with whatever pulled the best for me.
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    • Profile picture of the author savidge4
      I am a huge fan of testing.. but a part of testing is a baseline to test from. There have been so many studies on this topic it really is not funny... we are talking high dollar investment... not only if male or female works best.. but they get into hair color and age etc etc.

      from all of the data I have seen over the years. you are looking to benchmark a female brunette in their early 30's.

      Makeup Products, Makeup Tips and Fashion Trends - Maybelline New York first image - brunette 30 something
      Home | SI.com the IBM ad right below the header... brunette 30 something
      https://www.victoriassecret.com/ brunette - maybe not 30 something, but they tend to push the age in the primary image.
      Albertsons image 4 in the slider... cant tell if she is a brunette or not..but it is clear she is female, AND probably pushing 40ish.
      https://www.progressive.com/ - its FLO - brunette and 30 something.

      There are a few categories that break the mold... power tools would be a great example.. there are no women in the images of tool brands.. well until you get their yearly pinup calendars! haha

      The most critical aspect of testing is having an idea that what it is you are testing is to some degree successful. Looking at what others are doing.. what others have tested ( case studies ) to give you a starting point that places you in the right direction is always a big help.

      A process that I have utilized in my testing in the last year or so, when testing just isn't moving in a direction I want is to test for negative impact. Im looking for the test to flop. This type of reverse testing is "proving" the base variable is indeed a positive concept.

      Many times in this testing I find it difficult to actually lose ground from the base variable and this indicates that maybe the base concept is not a very good one, and further testing to get more in touch with the buyer profile is in order.

      All of that being said.. you really cant go wrong with a female brunette looking at the offer ( as Ozi has mentioned) At the very least it is going to be a solid base variable to test and grow from.
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      • Profile picture of the author ewenmack
        Originally Posted by savidge4 View Post


        from all of the data I have seen over the years. you are looking to benchmark a female brunette in their early 30's.
        What I've seen is the age of the model/representative works best if she is 10 to 15 years max younger than the readers.

        This changes when you get into teens and twenties though because they look up to older ones as role models.

        Best,
        Doctor E. Vile
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        • Profile picture of the author savidge4
          Originally Posted by ewenmack View Post

          What I've seen is the age of the model/representative works best if she is 10 to 15 years max younger than the readers.

          This changes when you get into teens and twenties though because they look up to older ones as role models.

          Best,
          Doctor E. Vile
          This is absolutely true.. older is better. but then we get into the whole female dynamic. The younger want to be older and the older want to be younger. so you look at 12 to 18 want to e 20 something. 18 to 24 want to be a step older. 24 to 30 are generally happy where they are at.. but start looking to be younger. 30 to 60 want to be younger.. and after that its all big typography OR targeting the 30 something children of the older person.

          low 30's is the sweet spot it overall grabs the greatest percentage.
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  • Profile picture of the author bashca03
    A male cover on your brochure will be more likely to increase traffic in the medical hotline. Although sports are not only for men, we can't deny the fact that stereotyping does exist. As men are deemed to be physically stronger and energetic than women, they are the ones who are likely to have injuries in a sport. Thus, making your marketing brochure more convincing.
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  • Profile picture of the author lanceonwarrior
    I typically recommend looking at the data of the clients that you have and targeting to that. If it's physio related, look at the quantity of Males vs. Females being taken care of. In all fairness - put both on the brochure to avoid stereotyping.
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    • Profile picture of the author Bear Trader
      I will be turned off if i saw a female only. Most of your clients are going to be men. Min 80% so you MUST but a male not necessary male only but u must have a male. Look at the adverts for sports drink or even sports shoes and most are men. Women are okay with that as in their eyes if its good enough for men its good enough for women.

      Now if we are talking about hair products, tanning lotions etc then I wont care if it was female only
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      • Profile picture of the author savidge4
        Originally Posted by Bear Trader View Post

        I will be turned off if i saw a female only. Most of your clients are going to be men. Min 80% so you MUST but a male not necessary male only but u must have a male. Look at the adverts for sports drink or even sports shoes and most are men. Women are okay with that as in their eyes if its good enough for men its good enough for women.

        Now if we are talking about hair products, tanning lotions etc then I wont care if it was female only
        im not picking on you here.. but you THINK that is true.. it sounds very plausible Gatorade | G Series Sports Drinks for Energy, Hydration and Recovery female early 30's

        This is really a goto demographic that any and all major companies goto,maybe not all the time, but they come back to it often.
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