What makes a successful leaflet or tourism brochure?
Posted on November 10, 2008
Filed Under Tourism |
Paula Bardell-Hedley the Director of Research & Marketing at LDS Tourism Services Ltd Chester,http://www.ldsts.co.uk posed the Question: ‘What makes a successful leaflet or brochure?‘ on LinkedIn http://www.linkedin.com/
Paula rated my answer as the best one out of 23 - Thank you Paula!
My Answer was as follows:
- Right size to fit in leaflet stands!
- Name of the attraction at the top so can be seen in stands
- Style to fit the attraction - ie get the branding right
- Not too much info - ref short attention spans enough to convey the essence
- Technical stuff eg no black out of red print - must be easy to read
- Consider who the leaflet is aimed at - is it adults on behalf of children etc
- Unless you have to - no dates on it so they can be used again next year if budgets tight!
- But contradicting above should you renew design each year? Could debate that endlessly
- Consider it as a souvenir - thus requires some decent weight paper
- Stating the bleeding obvious but it’s got to differentiate you from rival/competing offers
- Employ a decent designer but be in control - no fancy designs that look great but cannot be read etc
- Go for a few good large photos/illustrations not many small ones
- Make sure there are good directions and a post code - ref SATNAV and a phone number - make sure the phone is manned and/or has a decent well spoken message on opening times etc
- Consider the leaflet as one part of the marketing mix - the seamless journey
- Having got it printed make sure it gets distributed to the right places - know your market place
- Make sure it reflects your corporate identity ref marketing mix
For more information on marketing for tourism and visitor attractions see http://www.attractmarketing.co.uk
Also see my profile on LinkedIn http://www.linkedin.com/in/nickbooker
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