RANDALL TRAVEL MARKETING

CREATING THE PERFECT TOURISM BROCHURE

MAY 2016 STUDY

Bentley University Center for Marketing Technology (Boston):

• 98% of international Hospitality professionals want printed maps & brochures

• 83% say it is “Extremely important”

• 86% observed guests using brochures either always or often

• Professor Ian Cross, Director: “I had an expectation that in 2016 there would be some sort of skepticism about the value of print materials,” he said. “But as we dug into the research, it was clear that the people charged with actually helping guests find paper to be much more user friendly than digital.”

POSITION & HOOK

WHAT IS SPENCER SHOPS?

BREVARD AND TRANSYLVANIA COUNTY

BREVARD / TRANSYLVANIA COUNTY

400% Increase in Tourism in 10 Years

WHAT WE LEARNED

Music (celebrities)

Big, historic houses

Southern

1ST DRAFT

Music, Mansions, Museums

TOP SINS IN BROCHURE DESIGN

A. Not using an effective “hook” on the top, front 1/3

B. Not thinking from the perspective of the customer

C. “Coming up with something YOU think is clever”

D. Letting a committee decide

E. Being so politically correct that you wind up generic

F. Print 500,000 BEFORE you test it with the customer

G. Asking Judy to look at it AFTER you printed it!!!

Walt Disney:

“You don’t build it for yourself. You ask the customer, and you buildit for them.”