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14 Serious mistakes of your tourism brochure marketing strategy.
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By David Kan
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This is a long article with many parts of interesting skills andknowledge and up to now is the best article about brochuremarketing in the world; In fact, it's the first chapter ofAdvanced Tourism Brochure Marketing Package published byT-IM.com (http://www.tourism-internetmarketing.com/ebook/tourism_brochure_marketing_ebook.htm); therefor, its content is also great for anybusinesses which have a marketing brochure.
This article is so comprehensive and has 2 parts:
Part 1: The first 7 serious brochure marketing mistakes
Part 2: The second 7 mistakes more to be revealed.
Due to the length of the whole article make difficult to readand remember for reader , I just supply the part 1. At the endof this article, there will have a link to the part 2 andFriendly print version of the whole article. Keep reading.
Part 1: The first 7 serious brochure marketing mistakes
A well- planed and carefully-designed tourism brochure willindeed increase the services business; especially it is thebusiness of tourism. But many tourism marketers don't makeeffective use of their brochure and leave out importantelements. That is a cost, a real damage for your business. Ifyou have a marketing tool to use, you must ultimately exploitits profit; if you can not take advantage of the promotionaltool, the money and time of publishing the tool is one of thebiggest costs. The second cost is the lost prospects caught byyour competitors who use this same tool at its most power. Andthe third created by the weakness of your integrated marketingplan - you do not know how to use one among many of yourmarketing tools effectively, how can you use the rest to get themost benefit of your marketing mix.
Mistake 1: Brochure is created as a sole fighter in the battlefield of marketing. It is use lonely, separately with no supportfrom other tool of marketing. There is no marketing plan as abase for your brochure. We create the brochure because the otherhas it, even a lot of it. And second reason is if we do a traveland hospitality business without having a brochure, it seems notto be a tourism business.
- In fact: Any advertising, including brochure, should be a partof the total marketing plan for a business. If your marketingstrategy determines that tourism brochure are an effectivemethod for reaching your target audience, then carefully designthe best brochure possible.
Mistake 2: The most expensive misconception is that brochuresell- that a prospect will read the entire of the brochure withglowing adjectives, and sign a contract as a result of it.
- In fact: A brochure, in this context, is a pamphlet or bookletthat describes an organization and its function, or a hotel withits services... it maybe used to explain all or a segment of anorganization or a services supplier. For example: we can designa brochure about our travel company, includes company's mission,portfolio and all kinds of services ...we supply.
We can also design a brochure about one of its favoriteservices, such as a special tour-to promote it only!
A good tourism marketing brochure should finish its duty as agood overview of an origination, a destination, a hotel ortravel company, inspires the reader to the next step if he (she)is interested in the supplier's services.
If a brochure catch the eyes of a random visitor or traveler whohas no exact determination of buying or using, get him readingand put a good impression on the services supplier's image,often is the feeling about a professional, it can be perceivedas a good marketing brochure, although the reader do not takethe next step then- just because he has no demand at that time.
That is the situation when a brochure does its responsibility ofbranding in the mind of a future client. It is a good job for anormal brochure.
Mistake 3: Another familiar trap in the mind of a brochurepublisher is the concept that people read brochure thoroughlyand carefully.
-In fact: A brochure, no matter how attractive or thorough, isusually simply glanced at. It maybe read in conjunction withother materials, to get an overall impression of a company. Butit rarely devoured like a novel.
Mistake 4: The brochure doesn't contain all the elements of acompetent marketing message.
-In fact: Bit and pieces of information aren't enough. Yourbrochure should take your prospects through your message fromthe beginning to the end. It should provide all the facts andpersuasion necessary to get your prospects to take whateveraction you want him to take.
Mistake 5: The brochure doesn't contain a detailed list ofservices you offer.
-In fact: A prospect often looks at your services list to seesif you provide what they need. It they don't see what they want,they may assume you don't provide that services and call anotherone. Make sure you list all the services your visitor looks for.
Mistake 6: The brochure doesn't explain how you differ fromother competitors. There is no advantage of unique sellingposition for you. You look like the rest, and the rest is sameyou.
-In fact: If your prospects don't know your competitiveadvantages, they often don't have a clear reason to use or buyyour services than another supplier's.
(Here I tell you more about your competitive advantage:
A competitive advantage, in nature, is your unique sellingposition which is the foundation of your marketing strategy. Allthe marketing tools are used interactively in a period along astrategic plan of marketing your services. This marketing planoriginates from many factors, such as the holidays season, thetarget visitors, the marketing budget, the stander of ourservices, the market trend, the competitors' marketingstrategy...but the most important is your target group.
You can discuss about this useful marketing topic in TourismInternet Marketing Forum to enhance your internet sale as wellas receive the great forum benefits.
http://www.tourism-internetmarketing.com/parent_page/Frequently_Asked_Question.htm#benefit
Therefore, if you can figure out exactly what your target groupof a marketing plan is, focus tourism attract them by a targetbrochure, you will know how to create the competitive advantagesfor your brochure marketing campaign.)
Read the part 2:
Part 2: The second 7 mistakes more to be revealed.
http://www.tourism-internetmarketing.com/brochure_marketing/tourism%20_brochure_marketing_index.htm
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All articles of David Kan published in this website can bereprinted or posted on other website as well as the author 'sbiography keep intact.
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