Steal These Ideas!: Marketing Secrets That Will Make You a Star, 2nd Edition

Imagine Annual Reports that Get Read!

The same principles apply to annual reports. Thousands of annual reports are produced each year for companies and charities. Whether online or offline, most get little more than a glance on the 100 mph trip from the inbox to the file drawer or trash bin. There is simply no reason for this fate. Why not make your annual report interesting to see and read? Think: short magazine.

When I ran marketing at Key Corp, I put our spokesperson, Anthony Edwards of ER fame, on the cover of our annual report one year and Chuck Schwab the following year. In each case they were interviewed in a special section inside—Anthony on how he saw his role of spokesperson as helping families get a grip on their finances, and Chuck ...