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ADS AND BROCHURES T H AT SELL

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					ADS AND BROCHURES
    THAT SELL



T   O U R I S M   B   U S I N E S S   E   S S E N T I A L S
A Message from Tourism British Columbia’s President:
Since becoming an independent Crown corporation, Tourism British Columbia has been revitalised and
re-energised. Our industry has seen impressive levels of growth; at the same time, we recognise that there
are business needs and aspirations that remain to be met. Challenges which Tourism BC and the British
Columbia tourism industry face together.

Tourism Business Essentials is a new series of “How To” guides and workshops, focusing on important
aspects of tourism business development. These and future editions are one facet of our corporation’s
commitment to provide leadership, information and practical help for tourism businesses. Tourism BC
draws strength from the commitment, creativity and energy demonstrated by tourism operators in every
corner of our province.

The first two titles in this series, “Internet Marketing” and “Brochures and Ads That Sell”, were the most
requested topics at our recent “Road Show” presentations around the province. We hope you will find
them informative and useful in marketing your business. Your ideas and feedback are most welcome.




                                         Rod Harris, President and Chief Executive Officer
    Table of Contents



1   Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2

2   Getting Started
    •     Where do I begin? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3
    •     Developing a creative outline . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4
    •     Sample creative outline . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6


3   Creating Your Brochure: What will make your brochure sell?
    •     The big idea . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8
    •     What information should you include? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8
    •     Layouts that work . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8
    •     Using visuals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9
    •     Writing convincing copy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10
    •     Handling the production process . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11
    •     Picking distribution channels . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11
    •     Other considerations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12

4   Creating Your Print Ad: What will make your ad effective?
    •     The big idea . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14
    •     What information should you include? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14
    •     Layouts that work . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14
    •     Choosing visuals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15
    •     Writing convincing copy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16
    •     Know your type . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19
    •     Picking the right publications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19


5   Where do I go From Here?
    •     Measuring success . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .20
    •     Next time . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .21


6   Into the Future
    •     Trends in advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .22
    •     Trends in technology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .22


7   Additional Resources
    •     Colour printing options . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .23
    •     Desktop publishing tools . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .23
    •     Finding design assistance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .23
    •     Finding images . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .24
    •     Brochure distributors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .24


                                                                                                                                                                                        1
               1   Introduction



                   As a tourism business operator, one of the most         World Wide Web. This guide, however, focuses on
                   important things you need to consider is how to         two “tried and true” print tools that are still
                   attract new customers and keep repeat visitors. How     necessary for most businesses: brochures and print
                   can you help the people who are interested in your      ads. Each of these tools offers different benefits and
                   business find you? There are a wide variety of tools    has different uses, as the following points show.
                   that can be used in tourism marketing, including the



                   • A brochure provides you with an advertising           • A brochure can double as both an ad and a direct
Why should
                     mechanism that people will take away with them,         mail piece.
you create a         keeping your business “top of mind” for longer.       • A brochure allows you to reach the potential
brochure?          • A brochure can be used to create awareness of           visitor with much more information than can be
                     your business (for example, when a potential            presented in a print ad.
                     visitor chooses it from among brochures on a          • A brochure can be used to keep your business front
                     rack), or it can be used as a follow-up piece for       and centre in the minds of previous customers.
                     people seeking more information. In either case, it
                     can provide your potential visitor with enough
                     details to make a purchase decision.




                   • Print ads are an effective means of creating          • Print ads can be a relatively inexpensive way to
Why should
                     awareness of your business name, your product           reach a large number of people in a short period
you create a         and what your product offers.                           of time.
print ad?          • Print ads are an effective way of promoting your      • Print ads are a good way to promote short-term
                     business in specific geographical areas or among        specials.
                     people with specific interests.
                   • Print ads allow you to reach large markets that
                     cannot effectively be reached with brochures.



                   If you decide that one or both of these marketing tools is appropriate for your business,
                   this guide will help you answer the following questions:

                   • Where do I start?                                     • What should it look like?
                   • Who will create my brochure or ad?                    • How can I tell if my ad or brochure is working?
                   • What should it say?                                   • Where should I go for more information?




2
                2   Getting Started



Where do I begin?   There are five main stages involved in the development of all print media:

                    1 Creative outline – This summary of your               5   Distribution – Your brochure can be
                        objectives, target audience and key messages will       distributed through several channels, including
                        act as the guideline for all of your advertising.       by mail, on brochure racks such as those on
                                                                                BC Ferries or in other tourism offices, through
                    2 Design – Choosing the paper, colour scheme,               tourism associations, and so on. Your ad can
                        text and graphics will be done by you and a             appear in a multitude of publications, from
                        designer and/or a printer, based on your                regional newspapers to national magazines.
                        creative outline.                                       Although distribution falls at the end of the
                                                                                development process, it is important (as you
                    3   Production – Once your brochure or ad is                will learn in the next section) to consider and
                        planned, it will be time to sit down at the             plan for this stage early in the process.
                        computer and create.

                    4   Printing – Once your brochure or ad has been
                        VERY carefully proofread, it will be time to
                        print the final product.



                    Various professionals can help you at one or all of     Regardless of who will design, produce or print your
                    the stages, depending on how much creative              marketing material, it is important that you play an
                    control you want and what budget you have to            active role in the process. The next section will help
                    work with. Some of these professionals include          you build a creative outline that will become the
                    advertising agencies, graphic designers, printers,      basis on which you and/or your designer create
                    publishers and brochure distributors. Don’t assume      your brochure or ad. If you are creating both a
                    that you can do it all yourself. Remember that your     brochure and an ad, you will want to develop two
                    ad or brochure may be the first contact that people     creative outlines, because your objectives, audience
                    have with your tourism business. You need to make       and messages may vary for each piece.
                    a good first impression, and it often pays to hire an
                    expert to assist you in creating that impression.




                                                                                                                                     3
                   2   Getting Started



Developing a           Answer the questions below to develop your creative outline.
creative outline       What are your objectives? What must your brochure or ad achieve? Be as specific as possible here. For
                       example, “I want to increase sales by 20% next year,” or “I want to introduce our newly renovated facilities.”
                        _____________________________________________________________________________
                        _____________________________________________________________________________
                        _____________________________________________________________________________
                        _____________________________________________________________________________
                        _____________________________________________________________________________
                        _____________________________________________________________________________


                       Who is the target audience? Consider aspects like age, income, sex, education, marital status, size of household,
                       attitudes and lifestyle. It is sometimes helpful to try to picture your audience as though it were a single
                       person. For example, “My audience (and potential guest) is a woman in her 40s with a family. She likes to
                       travel, and maintains an active lifestyle. She travels to explore and learn, and to teach her children new
                       things.”
                        _____________________________________________________________________________
                        _____________________________________________________________________________
                        _____________________________________________________________________________
                        _____________________________________________________________________________
                        _____________________________________________________________________________
                        _____________________________________________________________________________


                       What does your target audience currently think about your business or type of business? Do they have a negative
                       or positive impression of it? Is their reaction to it emotional or rational? What motivates the audience?
                       What barriers do you face in reaching them?
                        ____________________________________________________________________________
                        ____________________________________________________________________________
                        ____________________________________________________________________________
                        ____________________________________________________________________________
                       _____________________________________________________________________________


                       What do you want your target audience to think about your business or type of business? In one simple sentence,
                       state the main idea you would want them to have about it. For example, “Big Lake Wilderness Resort allows
                       you to relax and rejuvenate in the lap of luxury.”
                        ____________________________________________________________________________
                        ____________________________________________________________________________
                        ____________________________________________________________________________
                        ____________________________________________________________________________
                        _____________________________________________________________________________
                        _____________________________________________________________________________

4
Why should your target audience believe you? What support do you have for your claim? Whatever your
answers, these will be your main selling points. For example, “Big Lake Wilderness Resort has highly
trained staff and special spa facilities, it is easy to get to, and it is located in a tranquil setting.”
 ____________________________________________________________________________
 ____________________________________________________________________________
 ____________________________________________________________________________
 ____________________________________________________________________________
 ____________________________________________________________________________
 ____________________________________________________________________________


Why should your target audience be interested in what you have to say? What makes your offer attractive to
them? For example, maybe your audience has money to spend, but little time. They are looking for relaxing
getaways that they can reach quickly and that promise stress relief and totally reliable service.
 ____________________________________________________________________________
 ____________________________________________________________________________
 ____________________________________________________________________________
 ____________________________________________________________________________
 ____________________________________________________________________________
 ____________________________________________________________________________


What do you want your target audience to do? What “call to action” do you want them to take? Do you want
them to phone or e-mail you for more information? Book a weekend package? Remember your business’s name?
 ____________________________________________________________________________
 ____________________________________________________________________________
 ____________________________________________________________________________
 ____________________________________________________________________________
 ____________________________________________________________________________
 ____________________________________________________________________________


What is the personality of your “brand” or product? Try thinking what your business would be like if it were
a person. Understanding this will help you set the tone for your brochure or ad. For example, “If Big Lake
Wilderness Resort were a person, she would be elegant, but unpretentious. She would be kind and wel-
coming, but not overbearing. She would appreciate her surrounds and care for the natural environment.”
 ____________________________________________________________________________
 ____________________________________________________________________________
 ____________________________________________________________________________
 ____________________________________________________________________________
 ____________________________________________________________________________
 ____________________________________________________________________________




                                                                                                           5
                  2   Getting Started



                      If you were the owner of Big Lake Wilderness Resort, your answers to the above questions might be as
                      follows, providing you with the creative outline you need as the basis of your brochure or ad:




Sample Creative
Outline                              Creative Outline

                                     What are your objectives?
                                     • Increase awareness by 10%.
                                     • Generate $100,000 in additional revenue.

                                     Who is the target audience?
                                     • Travellers 25–44 years of age, male and female, earning $40,000+ a year, and single or married
                                       without children.
                                     • Have a lust for life and are frequent travellers in North America and overseas.
                                     • Adventurous in their destinations and activities.
                                     • Attracted to ecotourism destinations.

                                     What does your target audience currently think about your business or type of business?
                                     • Expecting adventure.
                                     • Rustic accommodations.
                                     • Access to a wide variety of wildlife.
                                     • Relatively isolated, with limited access.

                                     What do you want your target audience to think about your business?
                                     • Big Lake Wilderness Resort is the perfect getaway for adventurous people who want to get back
                                       in touch with nature.

                                     Why should your target audience believe you?
                                     • Big Lake Wilderness Resort is located on the edge of beautiful Big Lake and is surrounded by
                                       pristine old growth forest.
                                     • Big Lake Wilderness Resort offers a variety of wilderness experiences, from naturalist-led hikes to
                                       “on your own” exploring.

                                     Why should your target audience be interested in what you have to say?
                                     • Big Lake Wilderness Resort offers outdoor adventure in a flexible package, meeting our guest’s
                                       desire for relaxation, physical activity and education.

                                     What do you want your target audience to do?
                                     • Visit Big Lake Wilderness Resort’s web site or call the toll free number for more information. This
                                       will lead them to our online reservation form or let them speak directly to our reservations
                                       department.

                                     What is the personality of your “brand” or product?
                                     • Rustic yet cozy, friendly and down-home.




6
3   Creating Your Brochure:
    What will make your brochure sell?



    Your brochure is your business’s ambassador. The image it projects is the
    image the reader will have of your organization.

    You have written your creative outline, and now it       this be done just as well in two colours or even
    is time to begin developing your brochure. Before        one? Remember that a well-designed one-colour
    you or your designer begins, you need to consider        brochure will have more impact than a poorly
    what implications the printing process and the           designed four-colour one. (See Section 7 for an
    media itself will have on your design and budget.        explanation of colour options.)
                                                           • How much information needs to go in your
    If you are working with an individual at a graphic       brochure? Will you need to develop a multi-page
    design or advertising agency, he or she will help        brochure (such as gatefold or accordion), or will a
    you determine the number of colours and type of          standard sized postcard brochure, printed on both
    paper to be used and the size and number of              sides, be enough?
    brochures to be produced. If you are creating your     • What kind of brochure will your target audience
    brochure yourself, you should contact your printer       expect? Something professional and sophisticated
    before you begin. Someone there will provide you         looking? If so, and your budget is limited, you
    with the various options available to you. Keep in       may want to consider using a heavy paper stock
    mind that each of these decisions will affect the        but with only one or two colours. However, if
    price of your brochure. You will need to carefully       your audience is expecting to see beautiful
    assess the costs of each option against the benefits     pictures of your business or its setting, four
    that it may offer.                                       colour will be very important.
                                                           • Consider how your brochure will be distributed.
    Here are some important points to consider as you        Will it be placed in a rack with many others and, if
    contemplate your options:                                so, how can colour, size and paper quality be used
                                                             to make it stand out? What is the minimum stock a
    • One of the first questions you will encounter is       distributor will require and what sizes are allowed?
      whether you want a one-colour, two-colour or         • How many brochures are you going to need to
      four-colour brochure. A four-colour brochure           print? And what are the projected costs of reprints?
      will cost significantly more than a one- or two-     • What is the competition doing? Is there an
      colour brochure, so this matter is something you       approach someone else has taken that might be
      will want to weigh carefully. Is four colour           worth trying? How do you set yourself apart
      important in effectively conveying your message        from your competitors?
      and the impression you want to make, or could




                                                                                                                    7
               3   Creating Your Brochure:
                   What will make your brochure sell?


                   A note about printing costs:

                   Each time you get a brochure printed, the printer will charge you a set-up fee, whether you are
                   having 100 copies or 10,000 copies made. Keep this in mind when you order volumes of
                   brochures for each print run. The greater the volume, the less the per-brochure cost.



                   Once you have decided on the type of brochure          likely have already decided that you need a high-
The big idea
                   you will have, you need to start considering how       quality brochure, with heavy paper and colour if
                   you are going to use it to convey the message and      you can afford it. These things will start to build the
                   supporting points you detailed in your creative        appropriate impression in the visitor’s mind. Next,
                   outline. If your main message was “Big Lake            you will want to think about how the combination
                   Wilderness Resort will help you relax and              of images, text and headlines will work together to
                   rejuvenate in the lap of luxury,” then you will        complete the impression.




                   Start with the prospect, not the product. Think        reader can relate to. Next, consider what details
What
                   about the portion of the creative outline that asked   the reader will require before making a decision to
information        “Why should your target audience be interested in      purchase or contact your tourism business for
should you         what you have to say?” and begin there. Make           more information (for example, do you need to
                   sure that the information you include in your          include a location map?). And make sure you
include?
                   brochure speaks to those interests and needs. Put      always provide convenient contact details.
                   your business’s best features in a context that the




                   “Appearance isn’t everything,” or so we’re told,       • Use your creative outline! Never forget that you are
Layouts
                   and it’s quite true—except when it comes to your         designing your brochure for a particular target
that work          brochure. Every day, we’re bombarded with an             audience, not for you or your designer.
                   increasing quantity of printed matter. This visual       Continually ask yourself not if you like the
                   competition makes it imperative that your                design, but if your audience will.
                   brochure stand out from the rest. Its impact on        • Don’t be afraid to question your designer. Even designers
                   your prospective clientele must be both immediate        don’t always get it right on the first attempt. And
                   and striking. There will never be a second chance        question all of your own assumptions, too.
                   for you to make a great first impression!              • Get organized. Put as much planning into your
                                                                            brochure as you would any other important project.
                   There are no sure-fire steps when it comes to a good     Create a hierarchy of the various components of
                   design, but there are rules of thumb and you should      your message. The most important items at the top of
                   know them. The following will help you ensure            your list should be the ones you want most to grab
                   that you, or your designer, produce a brochure you       your reader’s attention. These elements should
                   will be proud to hand to your customers:                 therefore be larger, bolder, brighter or in some other
8
                  way made to stand out from the rest of your message.       • Match your typeface to the message. Is your message
                • KISS (Keep it simple silly). So many potentially             humorous, formal, authoritative, classy or friendly?
                  great brochure designs have been ruined by being             Whatever it is, choose a typeface that expresses the
                  overdone. Incorporate only the information and               “feel” of your message and doesn’t interfere with the
                  design elements that are essential to the effective          clarity of its communication. For example, if you are
                  communication of your message. Be ruthless as                running a British-style pub, you might want to use
                  you prune down cute but unnecessary words                    an Old English script font for part of your
                  that don’t help get your message across. You                 brochure.
                  want the reader focused on what is important,              • Make sure your type is easy to read. Sans serif faces
                  not lost in a sea of information.                            are more difficult to read than serif faces, and size
                                                                               of type is more critical than shape or beauty.
                • Avoid clutter (don’t underestimate the power of white      • Avoid using more than two or three typefaces. Too
                  space). White space—space free of either text or             many typefaces are distracting and confusing to the
                  visuals—serves a vital purpose. It directs the eye to        eye. Your printer or graphic designer can suggest
                  the valuable points on a page. Without white space,          effective combinations.
                  the eye can get lost in a clutter of information, and
                  may miss the message.



                Graphics can enhance the effectiveness of a brochure         Include people in your photographs, if appropriate,
Using visuals
                if one is careful to use them in moderation. Choose          as they can be effective in drawing readers in. People
                pictures that reinforce the message you are trying to        taking part and enjoying themselves in the particular
                get across. If a particular graphic element is really just   activities can help the reader to visualize themselves
                serving as ornamentation, ask yourself whether it is         as being there. However, remember that there may
                helping to focus the reader’s attention or is actually       be cultural issues when showing people. For
                distracting. Also important is to make sure that the         example, German travellers usually prefer pristine,
                graphics you choose are consistent with the colour           scenic pictures without people in travel brochures
                and quality choices for the brochure (that is, if            and advertising.
                you’re going for sophistication, don’t use
                out-of-focus “snapshots”).



                 Tourism BC’s image library
                Top-quality scenic photographs of all tourism regions and sectors are available for some industry
                use for a nominal administrative fee from Tourism British Columbia’s image library.
                Call (604) 660-2755 for more information.




                A tip from the pros:

                If your brochure is going to be one or two colours, you will need to consider the potential
                effectiveness of different types of images. Many photographs will not come out well in black and
                white, particularly if they are very detailed. If you are having the photographs shot professionally,
                tell the photographer how and where these pictures will be used. Always select strong, clear
                images that are pertinent to your message, or consider the use of line drawings as an alternative.

                                                                                                                                       9
                  3   Creating Your Brochure:
                      What will make your brochure sell?




                      Despite having so much to say about their tourism        your business, now what do you want him or her to
     Writing          business, many people sometimes find it difficult to     do? (Think back to the creative outline again.) There
     convincing       express these thoughts convincingly. It may take         are three steps for turning your brochure into a
     copy             you several attempts to get the copy right. Start by     response-generating marketing tool:
                      working from your creative outline and consider          • First, decide what type of response you want.
                      the information requirements you identified earlier        What action do you want the reader to take?
                      in this section. Decide which of these points is best    • Second, tell the reader to do it. The last few
                      provided in point form, and which needs to be              paragraphs of your copy should spell out the
                      written out in paragraphs. Write in a clear, simple        action you want the reader to take and give
                      and conversational style, the way a sincere person         reasons to take it.
                      talks when providing help or advice. Write the way       • Third, give the reader a simple mechanism for
                      you would talk to a single customer rather than to a       responding (by phone, e-mail, web site, fax
                      crowd. Once you have written a draft, ask for              and/or mail) and emphasize this in the layout.
                      feedback from staff, family or friends to help you
                      refine the copy. You may want to consider using the      Think of your brochure as prompting action rather
                      services of a professional writer or editor. (The last   than answering questions. And think about how
                      thing you want to find on the 5,000 brochures you        your business will “close the sale” once the
                      paid to have designed and printed is a typo or an        prospective guest contacts you. Don’t lose the sale
                      unintentional grammatical error or spelling mistake!)    because the phone wasn’t answered, the e-mail not
                      In addition to the convincing copy you will write to     returned or someone lacked customer service skills.
                      describe your product, your brochure will need to
                      include a “call to action.” You’ve sold the reader on




                        A tip from the pros:

                       •   Short sentences and short paragraphs make copy much easier to read.
                       •   Avoid bragging—consumers won’t believe you.
                       •   Include testimonials. Satisfied customers often make the best sales people.
                       •   Bullets and asterisks help the reader follow and understand your important points.




10
               Details, details, details. Small things can make the      especially important for images. The best designers
Handling the
               difference between a mediocre brochure and a great        in the business have at one time or another let one
production     one. You can’t proofread your final design enough         or two little mistakes slip past them. Ask someone
process        before sending it out to be printed. Also, different      who hasn’t read your brochure to proofread it.
               papers have different effects on ink, so ask your         Once your brochure goes to the printer, it’s too late
               printer to show you samples of how the paper you          to correct any errors—or it’s very expensive to
               have chosen will look with ink on it. This is             correct them.




               As mentioned earlier, distribution channels should        • What other services, in your region, do your
Picking
               be considered at the very beginning of the design           customers often use (accommodations, adventure
distribution   process. Where your brochure will appear plays a            operations, transportation, attractions, restaurants,
channels       large role in how it should be designed. Section 7          etc.)? Are there other tourism businesses that you
               offers a list of resources to help you find                 could swap brochures with?
               appropriate places to distribute your brochure. As        • Does the travel trade (travel agents, wholesalers)
               you select distribution channels, you will want to          promote your business (or could it)?
               think about the following:                                • Could your brochure double as a direct mail
               • Do you need to speak to your potential customers          piece? (See postal requirements under “Other
                 before they travel or during their trip?                  Considerations”.)
               • How can you keep in contact with existing               • Do you have copies of your brochure clearly
                 customers?                                                displayed at your own business? Satisfied
               • Where is the most likely place you can reach a            customers can give some of your brochures to
                 concentrated number of your potential customers           their friends.
                 with your brochure? Will they be at home, on a
                 ferry, at the Visitor Info Centre, or somewhere else?   For a list of some distribution options, see Section 7.




               To reach the traveller who is already en route, BC Ferries, chambers of commerce, airport
               kiosks and Visitor Info Centres are excellent locations for your brochure.



                                                                                                                                   11
                      3   Creating Your Brochure:
                          What will make your brochure sell?


                          BC Ferries’ racking requirements:

                          Distribution on all BC Ferries routes is handled under contract by Vancouver Island Tourist
                          Services (see Section 7 for contact information). Brochures must be 101 mm x 229 mm (4" x 9")
                          and meet certain minimum paper standards. Annual contracts for distribution are available per
                          route or for a “package” of routes.



                          Postal requirements                                       Consider providing pricing on an insert card,
     Other                If you plan to send your brochure by mail on a            which can be reprinted as needed at much lower
     considerations       regular basis, or plan to do a bulk mail-out, you may     cost than reprinting the whole brochure.
                          want to consider designing your brochure so that it
                          can double as a “self-mailer,” meaning that it can be    Brochure essentials for rack use
                          mailed without an envelope. Canada Post                  If you plan to distribute your brochure through
                          regulations state that self-mailers must be within the   brochure racks, keep these points in mind:
                          following dimensions:                                    • The top third of the front cover is critical for
                          • length of 140–235 mm                                     grabbing the attention of your customers, as that is
                          • width of 90–120 mm                                       all they can see of it. If that area does not get their
                          • thickness of 0.18–5 mm                                   attention, they will not pick up your brochure.
                          • weight of 5–50 g                                       • Make sure your rack brochure is the standard 101
                                                                                     mm x 229 mm (4” x 9”) size. With non-standard
                          Canada Post’s mailing regulations are highly               dimensions, your brochure will not fit in many
                          detailed. More information is available from               racks or counter-top brochure holders.
                          Canada Post at www.canadapost.ca or by calling           • Consider your “call to action” objectives when
                          the Business Services Office at 1-800-260-7678.            deciding where to place your contact information
                                                                                     on the brochure. If you want potential customers
                          Extending the life of your brochure                        to visit your web site, place the web address
                          Keep in mind that you may want to use your                 prominently on the front cover and at select places
                          brochure through several seasons, or even a couple         throughout. The same advice applies if your toll
                          of years. To avoid distributing brochures that might       free number is your “call to action.” Complete
                          become dated very quickly, follow these hints:             contact information—including mailing address,
                          • Try not to include date-specific material in your        web site, e-mail address, toll free number, fax
                            brochure (unless your brochure itself is for a           number and regular telephone number (toll free
                            specific event).                                         numbers do not work everywhere)—should be
                          • If there are people in the visuals you choose, make      listed on the back cover of your brochure.
                            sure the clothes they are wearing are relatively
                            timeless and that the people are shown at different    Contact information
                            times of the year.                                     It can’t be said enough: Make sure your phone
                          • Avoid placing pricing information in the brochure      number, fax number, e-mail address and web site
                            itself (unless this is the key selling point you are   address are included—and accurate—on your
                            trying to make, in which case you should note the      brochure!
                            dates for which the prices are in effect
                            e.g., 1999–2000).
12
A good example of                                                                                                A poor example of
a rack brochure                                                                                                  a rack brochure
Why good:                                                                                                        Why poor:
• use of serif font                                                                                              • sans serif font                                                  • small dark images
• text clearly laid out                                                                                          • too many fonts                                                   • top third doesn’t
• good use of white space                                                                                        • cluttered                                                          captivate
                                                                                                                 • too much copy


                                                                                                                  conest a petium, malesten. Fucuriem dolce est is decorum                Lorem ipsum exoribat conest a
                                                                                                                  gandalf est godrum intel inside coutur furem cigar et dube.               petium, malesten. Fucuriem
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                                                                                                                                                                                          godrum intel inside coutur furem
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                                                                                                                                                                                             cigar et dube. Wodruf gant
              coutur furem cigar et dube.                                                                                                                                                 plaquere ged manis protocol set
                                                                                                                     plaquere ged           manis protocol set gecere.                    gecere. Habitants qui prend un
                plaquere ged                                                                                         Habitants qui prend un gros tabernac colis a pied                     gros tabernac colis a pied colis
                                                               LOREM IPSUM                                           colis masis don fuquere ml pense y florem postel.
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                                                                                                                     boucoup de etoiles. Par example un garcon avec un
      et pacino dans la grand filme noire, le pont
                                                                                                                                                                                             psum exoribat conest a petium,
         sous le riviere kwai avec alec guiness.
                                                                                                                                                                                            malesten. Fucuriem dolce est is
                                                                                                                   Diem carpe lucente                    id masoleum que
                                                                                                                                                                                           decorum gandalf est godrum intel
                                                                                                                   roteirre pathos for souris et chat logo rc inner
                                                                                                                                                                                              inside coutur furem cigar et
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                                                                                                                   a petium, malesten. Fucuriem dolce est is
      Fucuriem dolce est is decorum gandalf est
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       godrum intel inside coutur furem cigar et                                                                   furem cigar et


                                                                                                                   Wodruf gant pluce, bat heverium mstes. Languis
           Wodruf gant pluce                                                                                       cereb no kolor das richmon carpat regis e plurebis unum,
     bat heverium mstes. Languis cereb no kolor                                                                    quo fas et gloria dulant. Maquarium non sine spinus,

      das richmon carpat regis e plurebis unum,                                                                    plaquere ged furibrium manis protocol set gecere.                                              Big Views
              quo fas et. gloria dulantged.
                                                                                                                   Habitants qui prend un gros tabernac colis a pied colis                                            At
                                                                                                                   masis don fuquere ml pense y florem postel. Mageta ey                                          Big Lake!!
                                                                                                                   renter mour a sigurny weaver et stallone et pacino dans
                                                            Lorem ipsum exoribat conest a petium, malesten.
                                                                                                                   diem athenium lucente id masoleum que roteirre pathos
                                                              Fucuriem dolce est is decorum gandalf est

                                                            godrum intel inside coutur furem cigar et dube.

                                                                 Wodruf gant plucebus, bat heverium
                                                                                                                           1234 Wilderness Place, Remote Town BC
       1234 Wilderness Place, Remote Town BC
      telephone 250.123.4567 Fax .250.123.4567                                                                          telephone (250) 123-4567 Fax (250) 123-4567
                  www.BigLake.com




                                                                                                                  LOREM IPSUM EXORIBAT CONEST A
      Lorem ipsum exoribat                                   Diem carpe lucente
                                                                                                                  PETIUM, MALESTEN. FUCURIEM
      conest a petium, malesten. Fucuriem dolce est          Fucuriem dolce est is decorum gandalf est
                                                                                                                  DOLCE EST IS DECORUM GANDALF
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      furem cigar et dube. Wodruf gant                                                                            EST GODRUM INTEL INSIDE COUTUR
                                                                                                                                                                                       conest a petium, malesten. Fucuriem dolce est
      plucebus, bat heverium mstes.                                                                               FUREM CIGAR ET DUBE. WODRUF                                          is decorum gandalf est godrum intel inside
      Languis cereb no kolor das                                                                                                                                                       coutur furem cigar et dube. Wodruf gant
                                                                                                                  GANT PLUCEBUS, BAT HEVERIUM
                                                                                                                                                                                       plucebus, bat heverium mstes. Languis cereb
      richmon carpat regis e plurebis
                                                                                                                  MSTES. LANGUIS CEREB NO KOLOR                                        no kolor das richmon carpat regis e plurebis
      unum, quo fas et.                                                                                                                                                                unum, quo fas et gloria dulant. Maquarium non
                                                                                                                                                                                       sine spinus,

      plaquere ged
                                                                                                                                                                                       Lorem ipsum exoribat conest a petium,
      manis protocol set gecere.
                                                                                                                                                                                       malesten. Fucuriem dolce est is
      Habitants qui prend un gros
                                                                                                                                                                                       decorum gandalf est godrum intel inside
      tabernac colis a pied colis masis                                                                                                                                                coutur furem cigar et dube. Wodruf
                                                                                                                  conest a petium, malesten. Fucuriem dolce est is decorum
      don fuquere ml pense y florem
                                                                                                                   gandalf est godrum intel inside coutur furem cigar et               gant plucebus, bat heverium mstes.
      postel. Mageta ey renter mour a                                                                             dube. Wodruf gant plucebus, bat heverium mstes. Languis              Languis cereb no kolor das richmon
      eaver et stallone et pacino dans la grand filme        Wodruf gant pluce, bat heverium                      cereb no kolor das richmon carpat regis e plurebis unum,             carpat regis e plurebis unum, quo fas
                                                             mstes. Languis cereb no kolor das richmon carpat      quo fas et gloria dulant. Maquarium non sine spinus,                et gloria dulant. Maquarium non sine
                                           noire, le pont

                                           sous le           regis e plurebis unum, quo fas et gloria dulant.                                                                          spinus,
                                                                                                                  plaquere ged manis protocol set gecere. Habitants
                                           riviere kwai      Maquarium non sine spinus, plaquere ged
                                                                                                                  qui prend un gros tabernac colis a pied colis masis don
                                           avec alec         furibrium manis protocol set filme noire, le pont    fuquere ml pense y florem postel. Mageta ey renter mour             conest a petium, malesten.
                                           guiness.                                                                                                                                   Fucuriem dolce est is decorum
                                                                                                                  Lorem ipsum exoribat conest a petium, malesten.
      Dans le matinee il y’a boucoup de etoiles. Par
                                                                                                                  Fucuriem dolce est is decorum gandalf est godrum intel inside
                                                                                                                                                                                      gandalf est godrum intel inside
      example un garcon avec un grand bateaux floem                                                               coutur furem cigar et dube. Wodruf gant plucebus, bat heverium      coutur furem cigar et dube.
      kingscote francis lock hart yo nge. id masoleum                                                             mstes. Languis cereb no kolor das richmon carpat regis e
                                                                                                                  plurebis unum, quo fas et gloria dulant. Maquarium non sine         Wodruf gant plucebus, ey renter
      que roteirre pathos for souris et chat logo rc

      inner centre boutique et. Lorem ipsum exoribat
                                                                                                                  spinus, prend un gros tabernac colis a pied colis masis don
                                                                                                                  fuquere ml pense y florem postel. Mageta ey renter mour a
                                                                                                                                                                                      mour a sigurny weaver et
      conest a petium, malesten.
                                                                                                                  sigurny weaver et stallone et pacino dans la grand filme noire,     stallone et pacino dans la grand
                                                                                                                  le pont sous le riviere kwai avec alec guiness. Dans le matinee




                                                                                                                                                                                                                                       13
                4   Creating Your Print Ad:
                    What will make your ad effective?



                    As with brochure design, there are two essential         intend. Your choice of publications will be crucial in
                    points to consider before designing an ad: your          determining the size of ad you develop, its “look,”
                    creative outline and the publications where your ad      its colour scheme and even its tone. Before you start
                    will appear. Your creative outline will help you         designing, be sure to contact the publications you
                    ensure that the ad you produce “talks” to your           are interested in to get their ad specifications and
                    target audience and conveys the message you              submission deadlines.



                    In Section 2, you identified your target audience,       message across. You will have a very limited amount
 The big idea
                    objectives, main message and key selling points. Use     of time to communicate with your audience, and
                    this creative outline as the basis for your print ad.    only seconds to entice them to read your ad before
                                                                             they flip the page. Therefore you need a “big idea”
                    Before you or your designer begins designing, you        that will take your main message and turn it into the
                    will need to think about how to get your main            “hook” that pulls the reader to it.



                    An ad, unlike your brochure, is not meant to be a        • What key selling features will need to be included
 What
                    rich information source. It is meant to (1) get one        to entice the reader to act on your ad? How do
 information        single, strong message across in a limited amount of       these features relate to the needs of your audience?
 should you         time, and (2) generate some kind of response from          How are you different from other advertisers?
                    the reader.                                              • What contact information do you want to
 include?
                                                                               include? Will you be using particular information
                    Here are a few tips on selecting information               in your ad to track its success? (This will be
                    • Consider your audience. What is important to them?       discussed in Section 5.)
                      What would entice them to stop and read your ad?



                    Layout is extremely important to the effectiveness of      and will make it easier for the reader’s eye to move
 Layouts
                    your ad. The layout is what will draw a reader into        from one element to the next.
 that work          your ad. Think about the impression you have of ads      • Place your focal point at the top. Your layout should
                    you see as you flip through a magazine, particularly       follow the normal order of scanning, from top to
                    in publications your target audience reads. Some of        bottom. Readers will tend to look first at the
                    these ads will seem too cluttered and confusing to         visual, then the headline, then the copy (the only
                    bother with. Others will jump out at you and entice        exception to this rule is when you have used your
                    you to read them. Consider these guidelines:               headline as the focal point). Keep in mind that the
                                                                               copy on your ad will get less attention than
                    • Include a single dominant focal point. This is the       pictures, so ensure that your main visual image
                      most important rule of ad design. Such a point           and the headline convey your main message.
                      should be either the headline or a main visual         • KISS (Keep it simple silly). As described in
                      image (one should be more dominant than the              Section 3, the simpler the layout, the easier it will
                      other or they will end up fighting each other).          be to understand.
                      This focal point will give the eye a place to begin,
14
                   • Don’t underestimate the power of white space.            points on a page. Without white space, the eye
                     This holds just as true in ad design as it does in       can get lost in a clutter of information and may
                     brochure design. White space serves a vital              miss the message.
                     purpose. It directs the eye to the valuable




                   • Sometimes a picture really is worth a thousand words.    than a blurry photograph, so consider the medium
Choosing visuals
                     So if you have a photograph or drawing, go ahead         you will be using before selecting the visual.
                     and use it. But keep in mind, your image should
                     work with the headline to visually communicate          • Consider the pros and cons of four-colour versus
                     the general gist of your sales pitch as clearly as        black and white. Four-colour ads are more costly
                     possible. “Every good ad should be able to stand         than black and white ads, and therefore budget
                     as a poster," writes Alastair Crompton in his            may be a major factor in which type of ad you
                     book, The Craft of Copywriting. “The reader              choose. A few other factors to consider include:
                    should never have to dip into the small print in            - Which of the types of media will your ad be in?
                    order to understand the point of the story." As a              If newspaper print quality is poor, ads are
                    general rule, simple visuals that convey the                   sometimes more effective when done in black
                    experience are better than unusual creative                    and white plus one colour, or strictly black
                    concepts that can actually hide what you are                   and white.
                    promoting, and thus reduce the ad's selling power.          - Will colour make a big difference in getting your
                                                                                   message across? Consider that four-colour ads
                   • Consider the pros and cons of photographs versus              are often more memorable, and often appear to
                     drawings. In advertising, photographs tend to                 be of a higher quality.
                     attract more readers than drawings. They also tend         - Is a colour ad more suited to the image you want to
                     to be more believable and better remembered. The              portray for your business?
                     quality of the picture is critical to making a good        - Can the publication print four-colour? Will your
                     impression. One word of caution, however, the                 ad be limited to particular colour sections of a
                     quality of reproduction in some newspapers can be             newspaper?
                     very poor. It is better to have a clear line drawing     See Section 7 for an explanation of colour options.




                   A tip from the pros:

                   Colour is one of the best mechanisms for making an ad stand out better on the newsprint
                   page. Ad News reports that colour in ads can increase readership by 96% over black
                   and white ads. Compared to a black and white ad, a four-colour process ad makes
                   consumers eight times more likely to notice your ad, and nine times more likely to call. If
                   you can afford colour and you think it will work well in the medium, use it!


                                                                                                                                        15
                4   Creating Your Print Ad:
                    What will make your ad effective?



                    • Select images that include action. Pictures that impress   • Scenic pictures are more appealing and interesting than
     Choosing
                      the reader as being “active” are far more effective.         interior pictures. When advertising your tourism
     visuals                                                                       business, remember that in most cases you are
                    • Limit the number of visuals. Before adding visuals,          trying to convey a message about an experience
                      make sure that each one serves a purpose. Does it            rather than about a tangible product. Advertising
                      help to convey your message? Does your body                  that includes beautiful scenery, with interacting
                      copy explain why each visual is there? If it’s               people can be effective in helping your audience
                      absolutely necessary to include more than one                imagine the type of positive experience they will
                      image in your ad, position the “extras” in the               have with your business.
                      layout so that they don’t detract from the main
                      visual. If you are going to include multiple visual         One caveat, though: When showing people, try to
                      images, you may want to reduce the amount of                use pictures of individuals or a small number of
                      copy you use, to avoid cluttering your ad. And              people. Crowd scenes do not have the same effect
                      always make sure you have permission and the                and can actually leave a negative impression.
                      legal right to use all the images, graphics and logos
                      that you’d like to include in your ad.




 Writing            The headline
                    On average, five times as many people read the               • Below the picture. On average, headlines below the
 convincing         headlines as read the body copy. So, make sure your            main visual are read by 10% more people than
 copy               headline sells your product; don’t count on your               headlines above, and headlines that appear beside
                    audience taking the time to read your body copy to             the main visual are least read. (Note that if you
                    find out what you are getting at. Build your                   have decided to use the headline as your main
                    headline around a specific reader need or problem—             focal point, this does not apply. Instead, you
                    it will have more impact if it hits home. (Nike                would simply need to ensure that the body copy
                    doesn’t say, “We have great running shoes.” Instead,           and visual are smaller than the headline so that,
                    it focuses on its customer’s desire to achieve                 regardless of its placement, it won’t be missed.)
                    athletically by saying, “Just do it.”)
                                                                                 The body copy
                    Some guidelines                                              Readership of copy depends more on the headline
                    • Short is usually best. A good headline can be read         than on any other element. Once you have enticed
                      at a glance. Limit the length of the headline to a         the reader to delve into your body copy, what should
                      maximum of 10 words.                                       that copy say? And how should it be written?
                    • On one line. Headlines of more than one line
                      demand the eye to return from right to left, which
                      considerably reduces the likelihood of the reader
                      taking note of the headline.




16
“Borrowing” text and images:

When selecting images and text for your brochure or print ad, be sure that you have the
legal right to use them. Certain phrases, such as Super, Natural British Columbia, are
trademarked and cannot be used by anyone other than their registered creators. The same
applies to most text from an outside source. The original writer holds the copyright and
you must obtain his or her permission before using even “just a sentence or two.” Images
from stock photography sources, image banks and so on can often only be used in certain
types of media and for a particular duration. Be sure to clarify all of these points before
“borrowing” any text or image. And, if there is any question at all, seek legal counsel.




Structuring your copy:

• Headline – should provide the reader with your main message
• Lead paragraph – should expand on your headline
• Body copy – should expand further, providing key details
  (some of which can be bulleted)
• Call to action – should come at the end of your copy, giving a clear
  direction to the reader of how to act on your ad




                                                                                              17
              4   Creating Your Print Ad:
                  What will make your ad effective?



                  A few general tips:                                         • Consider testimonials. Testimonials provided by
 Writing
                  • Don’t use long, difficult words. A rule of thumb for        past guests can be very effective sales tools,
 convincing         public documents is that they should not be                 especially for tourism businesses. And if you
 copy               written above a Grade 8 level of reading.                   have received positive press from a well known
                  • Don’t address readers as a crowd. Instead, talk to them     travel writer, you may want to include this (if it is
                    one to one. (For example, say “When you visit us…”          appropriate to your message and you have the
                    rather than “Visitors to our tourism business...”.)         writer’s or the publication’s permission).
                  • Keep the first paragraph short. The shorter the           • Amount of copy. The determining factor here is not
                    number of lines in the first paragraph, the higher          in the amount of space but the amount of
                    the readership of this and the following paragraphs.        information you need to convey. If what you have
                  • Make it visually attractive. Your copy may be there         to say can be best said in a few lines, then limit
                    to provide information, but it is also a part of the        your copy to a few lines. If you have a longer
                    overall visual impression. The block of copy in             story to tell, take several paragraphs. Just ensure
                    your ad should not look too massive. (Who really            that these paragraphs are well written, concise and
                    wants to weed through all those words?) Short               pertinent to your audience. Spend as much time
                    sentences and short paragraphs make copy much               removing words as you took putting them down
                    easier to read, as will allowing adequate space             in the first place.
                    between lines and between paragraphs.                     • Use of captions. Captions (for illustrations) get high
                  • Get to the point fast. Text with factual information        readership (four times as many people read
                    at the beginning of the copy block gains                    captions as read body copy). However, captions
                    significantly higher readership. The first                  also tend to reduce readership of the main copy
                    paragraph should not serve as an introduction to            block, so make sure they communicate main copy
                    the rest of the copy; it should provide the key             points or else avoid them altogether.
                    details, expanding on the theme of your headline.




                  Characteristics of great tourism ads:

                  • They stress a benefit of choosing the business. The main selling proposition is made
                    immediately clear.
                  • They entice readership by addressing the strongest interests and concerns of the target audience.
                  • They provide information. Travellers are usually seeking specific information; ads that provide
                    this will get better response.
                  • They have a strong offer or call to action. They tell the reader the next step in the buying process
                    and encourage him or her to take it now.
                  • They are designed to emphasize the offer.
                  • They are clearly illustrated. The reader should be able to quickly identify what the ad is about.


18
Know your type      Good typography helps people read your copy; bad                • A small visual or drop-initials (small capital
                    typography reduces the number of people who will                  letters) at the beginning of the first paragraph
                    notice or read your ad. Here’s a list of quick tips for           will increase readership, but be careful of the
                    selecting typography that works:                                  clutter factor.
                    • Avoid reverse type (for example, white on black).             • Set key words in bold face or italic, but do not
                      It is harder to read than standard black on white.              overuse these for emphasis or they will lose
                    • Avoid the use of full CAPITALS in headlines. It                 effectiveness.
                      makes the headlines hard to read.                             • If you are using colour, choose the colours
                    • Limit the number of type sizes you use to two or                carefully to achieve sufficient contrast. Avoid
                      three, and make sure that all are easy to read                  yellow and other low-contrast colours if possible,
                      (particularly if you are targeting an older audience).          as they are harder to read than other colours.
                    • Use easier-to-read serif typefaces in the body text.          • Remember, the simpler the ad the better.




                    When selecting the publications you will advertise              often you want the ad to appear (for example, on
Picking the right   in, carefully consider your target audience, the                how many days or in how many issues), and the
publications        types of publications they read, and the places they            likely number of responses you will get to the ad.
                    might look for information on tourism businesses.
                    A good place to start is to ask your current clients            Many tourism-related associations—local (e.g.,
                    what publications they read.                                    chambers of commerce), regional (e.g., Tourism
                                                                                    Association of Vancouver Island), provincial
                    Newspapers, magazines and other media will                      (Tourism BC) and federal (Canadian Tourism
                    provide you with demographic information on their               Commission)—offer cooperative advertising
                    readership, and tell you the number of people who               opportunities. These can be an effective means of
                    will likely see your ad. Before you decide to                   reaching your target audience inexpensively. Keep
                    purchase space, you should assess the closeness of              in mind, though, that this often means that your
                    the publication’s readership to your target audience,           ad will run with others in your area. Will yours
                    the cost of placing an ad in that publication, how              stand apart?


                    Why good:
                    • dominant headline                                             Why poor:
A good and poor     • good use of white space
                    • contact information clearly visible
                                                                                    • cluttered
                                                                                    • no singular focal point
                                                                                                                                  • copy-heavy
                                                                                                                                  • poor photography
example of a
print ad                                                                                Big Views
                                                                                            At
                                                                                                          Have fun at Big Lake
                                                                                        Big Lake!!        Wilderness Resort



                                                                                                                                 Lorem ipsum exoribat
                                                                                                                                 conest a petium, malesten.
                                                                                                                                 Fucuriem dolce est is
                                                                                                                                 decorum gandalf est
                                                                                                                                 godrum intel insidi coutur
                                                                                       furem migar et rube. Wodruf gant plucebus, bat heverium matos.
                                                                                       Languis cereb no kolor das lichmon yarpat regis e plurebis unum,
                                                                                       quo fas et gloria dulant. Maquarium non sine spinus, plaquere
                                                                                       ged furibrium manis protocol set gecere. waritants qui prend un
                                                                                       gros nabernae polis a wied tolis masis don fuquere mi pense y
                                                                                       florem postel. Mageta ey renter mour a rigurny weaner et allone
                             Lorem ipsum exoribat conest a petium, malesten.           et bacino danu sa grant filrre soire, le pont sols le piviere klai aven
                           Fucuriem dolce est is decorum gandalf est godrum intep      aler guitess. Kans le watinee il de toiles so drem. Car ample un
                                                                                       garcon ave ut and rateaux floem kingscote francis lock hart yo
                                    inidi contub furem migar et rubem.
                                                                                       nge. Diem carpe lucente id masoleum que roteirre pathos for ouris




                                 1234 Wilderness Place, Remote Town BC
                                telephone 250.123.4567 Fax .250.123.4567                            1234 Wilderness Place, Remote Town BC
                                            www.BigLake.com                                      telephone (250) 123-4567 Fax (250) 123-4567
                                                                                                                                                                 19
                 5   Where Do I Go From Here?



                     Once you have produced your brochure or print ad            to improve future brochures and ads by tracking the
                     and got it “out there,” the process does not end            success of the current ones and gathering
                     there. A business can obtain invaluable information         information from customers.




                     As your advertising campaign gets under way,                • Place coupons in your brochure or ad that are
     Measuring       measure its success against the goals you set in              specific to each and then track when and who
     success         Section 2. Some ways you can measure success:                 (look for a customer profile) redeems them.
                                                                                 • Place direct response cards in brochures for your
                     • Ask the readers to take a clear, measurable action. For     potential customers to fill out when they book or
                       example, direct them to ask for a specific person when      request more information. Some publications offer
                       they call your number (“Betty in Reservations”) or to       reader response cards.
                       mention the name of the particular promotion in your
                       ad when they call to inquire.                             If you find that your brochure or ad is not meeting
                     • Ask people directly when they visit your business         your objectives, you need to take a look at what can
                       or call you how they heard about you. It may have         be done. Is there anything that can be altered based
                       been through your brochure or web site, a friend          on the feedback you are getting? Can you change
                       or colleague, or a magazine or newspaper ad.              your brochure’s distribution, your ad placement or
                     • Track inquiries and sales before and after to             the ad itself to increase its effectiveness? You also
                       determine whether there is an increase and, if so,        need to ask yourself if your objectives were realistic.
                       by how much.                                              If necessary, you may have to refine your objectives
                     • Offer contests that are specific to a particular          and rethink your advertising approach.
                       brochure or ad (for example, “Mention our
                       brochure when booking and be entered into a
                       draw for a free...”)




20
            Measuring success by tracking ads


            A more detailed—and more costly—method of measuring the success of an advertising
            campaign is to conduct an ad tracking study. This is usually done by taking a sample of
            people within a certain area who would likely see your ad in certain publications and
            asking them about their awareness, recall, interest, and attitudes toward the ad, as well as
            their purchase intentions. Personal interviews, telephone surveys, mall intercepts and even
            mail surveys can be used. Sample sizes typically range from 250 to 500 people.
            Tracking studies yield perhaps the most valuable information you’re likely to get about
            your business for assessing current programs and planning for the future. The major
            advantage of these studies is that they can be tailored to each specific ad campaign or
            situation. A standard set of questions can track effects of the campaign over time, and the
            effects of various media can also be determined. The major disadvantage is cost. To gather
            this information, you may want to consider going to a marketing research firm.




Next time   Now you have the opportunity to take all the        successful? Was one layout more effective than
            information you have gathered throughout the        another? Creating a “What I would do differently
            entire process and use it to make your next         next time” list immediately after a campaign, while
            brochure or print ad even more effective than the   it is still fresh in your mind, will help you use your
            current one. What did your customers have to say    limited marketing resources in the most effective
            about it? At which location was it the most         manner possible.




                                                                                                                         21
                   6   Into the Future


                       There are a few major trends in the print industry        On the advertising end, new forms of advertising
                       that will shape the way we approach print                 are popping up everywhere, from university
                       advertising in the future. On the technical end, new      cafeterias to public washrooms.
                       technology has revolutionized the printing process.




     Trends in         Indoor advertising                                        Outdoor advertising
                       Posters are becoming an ever more common means            Transit advertising is becoming popular again, with
     advertising       of reaching consumers, particularly those in the 18-      ads on transit shelters and inside and outside buses.
                       to 34-year-old range. For example, many advertising       As well, a popular new trend for ski resorts is to
                       opportunities are now available through student           place advertising signage on chair lifts.
                       networks, restaurants and bars (inside washroom
                       stalls and in high traffic areas of the establishment),
                       health and fitness networks and residential/business
                       complexes (inside elevators of condos and business
                       buildings). For tourism operators targeting that
                       young, upwardly mobile audience, this type of print
                       advertising can be extremely effective.




                       Digital-to-plate printing                                 The Internet has also changed the way businesses
     Trends in
                       Digital-to-plate printing allows for the creation of      interact with print houses. As well, it gives
     technology        printing plates directly from a computer (eliminating     businesses the choice of marketing online either in
                       the need to create film as an interim step). This         addition to their traditional ads and brochures or
                       change in technology will have significant long           instead of them.
                       term effects on the printing industry over time, but
                       currently is too expensive a capital investment for       Marketing opportunities are always evolving. As a
                       most small printers. Ultimately, however, the             tourism operator, you will find some trends that
                       significant reduction in time for the actual              significantly affect your business (like the Internet)
                       production process will mean a decrease in printing       and others that are not worth bothering with.
                       costs for the end user, as more and more printers         Consider the trends detailed here as you move
                       purchase this technology.                                 forward with your advertising initiatives, but don’t
                                                                                 get caught in the “hype.” Keep good business
                       Other technology trends                                   principles in mind as you weigh the pros and cons
                       Digital photography and better quality low-end            of various marketing opportunities, and always
                       colour printers and scanners are allowing operators       remember to look back to your creative outline to
                       of small businesses to cut down on the costs of           guide your direction.
                       production and turn out some effective promotional
                       material themselves.                                      The final section of this guide lists some additional
                                                                                 resources to help you put what you have learned
22                                                                               into practice.
                   7   Additional Resources

                       What follows is a brief list of additional resources to help you as you create your brochure and/or print ad.



                       Colour is a key consideration in designing a              This will create more “punch” than simple black
Colour printing
                       brochure or ad, and you should be familiar with some      print and, if you use a colour paper stock, you can
options                of the terms used in the print business to describe       achieve a look that almost matches full colour but at
                       colour options. One-colour means that you can             half the price. If you do choose to use just two
                       choose any one colour of print (shades included) on       colours, make certain that one of them is dark (for
                       any colour of paper. An example of this would be          example, black, navy or deep green) and use this
                       blue text on tan paper. Two-colour combines any           colour for your type so that your text (or “copy”) is
                       combination of two ink colours together. For              easily read. Ask your printer to show you how the
                       example if you chose blue and yellow as your              two colours can combine to make a third colour (at no
                       colours, you could have blue, yellow, green and all       cost to you) and how you can use “screens” of each
                       possible shades and combinations of each.                 colour to achieve different effects, especially on
                       Four-colour is considered to be a true colour             images. (To make a screen, the printing press puts
                       representation, with all colours available.               down less ink so the colour won’t come out as dark
                       If your budget is extremely limited, consider using       as usual. Screening navy blue, for example, will
                       just two colours when printing your brochure or ad.       result in light blue.)



                       There are a number of tools available to help you         Advanced desktop publishing tools
Desktop
                       produce your own brochure or other marketing              Quark XPress
publishing tools       material. Just keep in mind that what you create will      http://www.quark.com/products/quarkxpress/
                       reflect on your business. If you question your            Adobe Illustrator
                       design skills, consider hiring a professional designer.    http://www.adobe.com/prodindex/illustrator/
                                                                                  main.html
                       Basic desktop publishing tools                            Adobe Photoshop
                       Adobe Page Maker                                           http://www.adobe.com/prodindex/photoshop/
                        http://www.adobe.com/prodindex/pagemaker/                 main.html
                        main.html                                                Adobe In Design
                       Corel Draw                                                 http://www.adobe.com/prodindex/indesign/
                        http://www.corel.com/draw9/index.htm                      main.html
                       Microsoft Publisher
                        http://www.microsoft.com/office/publisher/
                        default.htm



                       Society of Graphic Designers of Canada                    Institute of Canadian Advertising (ICA)
Finding design
                       BC Chapter                                                Suite 500 – 2300 Yonge Street
assistance             VMPO Box 3626                                             Box 2350
                       Vancouver, B.C. V6B 3X6                                   Toronto, Ontario M4P 1E4
                       Phone: (604) 571-6404                                     Phone: 1-800-567-7422
                       http://gdc.net/                                           www.goodmedia.com/ica

                                                                                                                                       23
                  7   Additional Resources



                      There are several sources of photographs you can       basis. This can be an extremely expensive option.
 Finding images
                      access when locating images for use in brochures or    Speak to your graphic designer or advertising
                      ads. As mentioned earlier in this guide, it is         agency about the best uses of stock photography.
                      important to ensure that wherever you get your
                      images from, you first obtain the right to use them.   Professional photos
                      What follows is a list of the main sources.            It is often worth hiring a professional photographer
                                                                             to take pictures for use in your brochure or ad.
                      Tourism BC image library                               Using a photographer can help ensure that the
                      Top-quality scenic photographs of all tourism          images you use to portray your business are
                      regions and sectors are available for some industry    attractive, timely and well composed. Because of the
                      use at a nominal administrative fee from Tourism       costs associated with hiring a photographer, you
                      BC’s image library. Call (604) 660-2755 for more       may want to consider how else you might use the
                      information. (Note that these images can be used in    images in promoting your business (for example,
                      brochures but not in advertisements.)                  you may want to use them on your web site).
                                                                             Ensure that when you pay the photographer, you
                      Stock photography                                      secure the rights to use the images how and when
                      There are numerous stock photography companies         you want to.
                      that offer a wide variety of images on a per-use




                      Some tourism brochure distributors include:
 Brochure
 distributors         Inter-West Brochures Ltd.                              Vancouver Island Tourist Services Ltd.
                      Unit 32, 13290 78th Ave                                666 Sumas Street
                      Surrey, B.C. V3W 0H6                                   P.O. Box 1084
                      Phone: (604) 572-9203                                  Victoria, B.C. V8T 4S6
                      Fax: (604) 599-6206                                    Phone: (250) 382-4207
                      www.interwestbrochures.com                             Fax: (250) 382-4264
                      Distribution through Lower Mainland, Okanagan,         www.vits.bc.ca
                      B.C. Interior, Alberta, Saskatchewan, Manitoba and     e-mail: info@vits.bc.ca
                      Western US. Custom ordering available. Specialized     Brochure display on board BC Ferries vessels servicing
                      Visitor Info Centre programs offered.                  all major routes; also in hotels, motels, Visitor Info
                                                                             Centres, car rental agencies and restaurants.
                                                                             Publishes the Victoria and Vancouver Island Visitor’s
                                                                             Guide annually.




24
                   Tourism Business Essentials
                                                                                                                                           ®



                   Tourism British Columbia’s informative series of how-to guides!
                   All businesses – large and small – need help from time to time in order to grow and
                   prosper. A tourism business isn’t any different. Tourism British Columbia’s Tourism Business
                   Essentials series provides tourism operators with valuable information on key aspects of
                   running a successful tourism business. Developed in partnership with the tourism industry,
                   these informative how-to guides are easy to read, easy to understand, and are must haves for
                   any business competing in today’s dynamic tourism market. In order to continue promoting
                   the development and growth of BC’s tourism industry, Tourism British Columbia is continually
                   adding new titles to this growing series. Whether you are an established tourism operation or
                   just getting started, Tourism Business Essentials guides will quickly become an important part
                   of your business library.

                                                                                Tourism Packaging & Product Distribution is a useful
                                                                                manual that includes information on how to develop a
                                                                                plan, how to get included in tour catalogues or itineraries
                                                                                and how to develop marketing and promotion strategies for
                                                                                both domestic and international markets.

                                                                                Environmentally Responsible Tourism is a practical guide
                                                                                on how to make your business environmentally
                                                                                responsible. With relatively few changes, businesses can
                                                                                realise, not only financial savings but will benefit from a
                                                                                competitive edge when marketing to consumers with
                                                                                increased environmental awareness and demands.

                                                                                Travel Media Relations will help you understand how to
                                                                                maximize your promotional efforts and your tourism
                 Ads & Brochures That Sell focuses on two important             business’ exposure by effectively using the local and
                 business tools – brochures and print ads. Whether you          international travel media. Obtaining unpaid media often
                 do it yourself or work with a supplier, this guide will        plays a key role in ensuring success for a tourism business.
                 help you understand how to create compelling, attractive
                 promotional materials, and how to avoid common                 Starting a Tourism Business is a comprehensive guide
                 mistakes along the way.                                        that will provide you with everything you need to know
                                                                                about starting a tourism business. From selecting a website
                 Internet Marketing will help you understand how to use         to obtaining the correct permits to creating financial and
                 the power of the Internet to create new business and           marketing plans, as well as an extensive resource and
                 maintain your existing customer base. You will learn how       contact list, this guide will be essential to any budding
                 to create the framework for a practical Internet strategy,     tourism entrepreneur.
                 find the resources you need to implement it, and how to
                 do it within a reasonable budget.                              Sport Tourism is designed to help communities and
                                                                                tourism businesses attract, bid on and host sporting events.
                 Hospitality Law Guide, third edition, provides a synopsis of   Through greater understanding of this emerging tourism
                 some of the laws of Canada and the Province of British         sector, sport tourism strategies can be developed which will
                 Columbia as they pertain to the hospitality industry. This     maximize community economic benefits.
                 easy-to-read guide is packed with useful, detailed
                 information about law for anyone with a tourism related        Employees First – The Essential Human Resources
                 business in British Columbia.                                  Guide for Tourism Operators provides you with valuable
                                                                                information on how to attract, retain and develop an
                                                                                effective workforce. Developed in partnership with go2,

Order Today!                                                                    the guide offers insights on great people practices
                                                                                from leading tourism operators as well as templates that
                                                                                enable you to put this knowledge to work. In today’s
To receive your Tourism Business                                                challenging labour market, learn how to put employees
Essentials copies, please complete                                              first and reap the rewards in your tourism business and
                                                                                your bottom line.
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