Brilliant BrochuresIf you missed this mini master class at our conference, here’s a second opportunity to pick up someexpe...
Invest in imageryIf I had a pound for every time I saw poor quality pictures letting down an otherwise brilliantbrochure, ...
For more information about how Clout Marketing & Media can help your business, please visitwww.cloutmarketingandmedia.co.u...
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Brilliant Brochures with Ros Walker

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Ros Walker of Clout Marketing takes you through the process of creating 'brilliant brochures' for your business.

Information from Ros' workshop at the Visit York Tourism Conference 2012

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Brilliant Brochures with Ros Walker

  1. 1. Brilliant BrochuresIf you missed this mini master class at our conference, here’s a second opportunity to pick up someexpert advice from tourism marketing consultant Ros Walker of Clout Marketing & Media. Plus, don’tmiss a great member’s offer - a FREE review of your marketing literature.-----------------------------------------------------------------------------------------------------------------------------------Let’s face it – when it comes to marketing a tourism business, technology has made the job a lotmore complicated. Facebook, Twitter, blogs, QR codes, Apps and YouTube are all there to beexploited in our efforts to drive more visitors and guests through the door.Yet for most of us, print remains a key component in our marketing, so how can we be sure we’remaximising the impact of this fundamental marketing tool? Here are a few tips to help you maximisethe return on your piece of print.Know your audienceFirst and foremost, choose a design, words and images that will speak directly to your main targetmarkets. Whether you run a tradition B&B, luxury hotel or family attraction, make sure every aspectof your literature connects with its audience.Stick to your key messagesDon’t cram your design with every detail. Instead, focus on what is most likely to result in an enquiryor visit. Keep copy brief, engaging and persuasive with short paragraphs, bullet points and snappyheadings.Don’t overwhelm the reader with images. Instead, choose one or two impactful images for the frontcover and for the inside, use photos to reinforce your key messages. Keep the back panel free ofimages, using this space to present factual information such as a map, directions, opening times,contact details and prices.Choose your words wiselyIf you find yourself deliberating over descriptions, here are my three top tips for writing effective,persuasive copy. Get yourself in copywriting mode. This is unlikely to be five minutes before your deadline or in-between serving afternoon tea to visitors! If you want your creativity to flow, find time when you are relaxed, away from your normal place of work and free of distractions. Keep your reader in mind and write as if you are actually talking to them. Imagine your reader stood in front of you and consider what they will want to hear and how they’ll want to hear it. The most important word to use is YOU. The more you focus your copy on the reader, the more powerful it will be. Replace “We have wonderful views” with “You’ll love our wonderful views” and so on. One test of good copy is to check your brochures, flyers, web site and blog for the word “we”. Too many references might mean your copy is focused on your business and not on your reader.
  2. 2. Invest in imageryIf I had a pound for every time I saw poor quality pictures letting down an otherwise brilliantbrochure, I’d drive a better car. Quality photography is an essential investment for any tourismbusiness – don’t let your competitors benefit by cutting costs in this critical aspect of yourmarketing.Double check, then triple checkNothing makes a business look like an amateur quite like a spelling mistake or grammatical faux-pas.After checking the finished copy yourself, get someone else to cast a critical eye over it, beforeasking for an outside opinion.Specific advice for attractionsNever underestimate the power of the mastheadThe masthead - the top 2 or 3 inches of your leaflet’s front page – is all a potential visitor will seewhen your leaflet is in the rack. It’s the most important part of the whole leaflet so make sure itstands out; bold colours, “new for 2013” flashes and the name of your attraction are all critical, asare key selling points (“Kids go Free”, for example).Colour countsPrinted literature can say such a lot about a business – think of it as your shop front and make it’s aseye-catching and impactful as possible. Choose your colour palette carefully. If you’re an attractionoperator, remember that grey suggests a grey attraction with grey weather, blue and yellow suggestan upbeat attraction with sunny weather. Research leaflets from competing attractions, ensuringyours will stand out, not blend in.Size, weight and finishThe most universally accepted leaflet sizes are 1/3 A4 (DL) and A5, folded from A3 or A4 – these arethe optimum sizes for inclusion in most distributors’ racks. A DL leaflet fits easily into a pocket orhandbag, making it easy to pick up and retain.Choose the paper weight carefully. A single unfolded leaflet will need to be printed on a minimum of170gsm if it is to sit in display racks without flopping over. Make sure the paper is cut down the grainnot across. At lower weights, matt finishes tend to offer more rigidity than silk or gloss.Does your leaflet pass the rack test?Take a look at your current leaflet in a rack alongside all the others and ask yourself (and yourvisitors) whether it stands out and begs to be picked up. Before you sign off your 2013 leaflet forprinting, make a prototype from the printers proof and run the same test.Start working on your 2013 leaflet nowWith the October half term behind us, now is the time to turn your attentions to next year’s print. Toensure complete distribution in time for the start of the 2013 season, aim to have your printedleaflets with your distributor by 31 December 2012.--------------------------------------------------------------------------------------------------------------------------Members Offer - FREE Literature Review – offer ends 30 November 2012Request a FREE Literature Review for honest, objective feedback on any piece of your marketingliterature, along with a no-obligation quotation for copywriting and artwork design.
  3. 3. For more information about how Clout Marketing & Media can help your business, please visitwww.cloutmarketingandmedia.co.uk or contact Ros on:ros@cloutmarketingandmedia.co.uk01274 56458207976 609 264

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