Brochures are an important means of conveying your image and message to potential customers. Brochures need to be easy to read with an eye-catching heading, a simple message, and easy-to-read print.
There are some basic decisions that need to be made early in the brochure production process. e.g:
What do you want your brochure to do?
Who is the brochure aimed at?
What size/style should it be?
What is your budget?
How many do I need?
Your brochure should be consistent with other brochures in the industry. These are usually either A4 in size (210mm x 297mm) or DL (210mm x 100mm). Both these sizes fit standard size envelopes.
WHAT TO INCLUDE IN A BROCHURE
Be sure that you include:
Tour details – the number of days, departure dates, the itinerary, departure or pick-up points, start and finish times
Contact details for bookings (phone/fax numbers, email and web addresses)
Validity dates of the brochure
Tariffs or tours prices – this section should include discounts for pensioners, students, etc. and list what is and is not included in the price
Alternative booking agencies
Room on the back of the brochure for a travel agents stamp (if you are distributing to retail outlets).
A map is useful, particularly if you are intending to promote your product overseas or interstate. Maps should show the location of your product in relation to Victoria or Australia.
When drafting the copy (or words) of your brochure make sure you do not include any unacceptable (illegal) clauses or misleading information. There has been an increase in the number of legal actions bought against operators for loss of enjoyment or deceptive and misleading advertising. It is essential to honestly represent your product/service in promotional material. If in doubt, seek legal advice.
The impact of your brochure will be dependent on effective distribution. You must consider who you want to distribute your brochure to and have a system in place to update stocks as required.
Potential distribution points include:
Personal delivery to other attractions and facilities
Display at your own facility, information centres and accommodation facilities
Availability at transport terminals including airport, rail and coach operations
Inclusion in local/regional information kits
Direct mail to former and potential customers, related government departments and travel media
Handouts at seminars, conferences and official functions
Appropriate travel shows, caravan and camping shows, specialist markets i.e. farmers markets etc