空思想

This is a long article with many parts of interesting skills and

knowledge and up to now is the best article about brochure

marketing in the world; In fact, it's the first chapter of

Advanced Tourism Brochure Marketing Package published by

T-IM.com (

http://www.tourism-internetmarketing.com/ebook/tourism_brochure_m

arketing_ebook.htm); therefor, its content is also great for any

businesses which have a marketing brochure.

This article is so comprehensive and has 2 parts:

Part 1: The first 7 serious brochure marketing mistakes

Part 2: The second 7 mistakes more to be revealed.

Due to the length of the whole article make difficult to read

and remember for reader , I just supply the part 1. At the end

of this article, there will have a link to the part 2 and

Friendly print version of the whole article. Keep reading.

Part 1: The first 7 serious brochure marketing mistakes

A well- planed and carefully-designed tourism brochure will

indeed increase the services business; especially it is the

business of tourism. But many tourism marketers don't make

effective use of their brochure and leave out important

elements. That is a cost, a real damage for your business. If

you have a marketing tool to use, you must ultimately exploit

its profit; if you can not take advantage of the promotional

tool, the money and time of publishing the tool is one of the

biggest costs. The second cost is the lost prospects caught by

your competitors who use this same tool at its most power. And

the third created by the weakness of your integrated marketing

plan - you do not know how to use one among many of your

marketing tools effectively, how can you use the rest to get the

most benefit of your marketing mix.

Mistake 1: Brochure is created as a sole fighter in the battle

field of marketing. It is use lonely, separately with no support

from other tool of marketing. There is no marketing plan as a

base for your brochure. We create the brochure because the other

has it, even a lot of it. And second reason is if we do a travel

and hospitality business without having a brochure, it seems not

to be a tourism business.

- In fact: Any advertising, including brochure, should be a part

of the total marketing plan for a business. If your marketing

strategy determines that tourism brochure are an effective

method for reaching your target audience, then carefully design

the best brochure possible.

Mistake 2: The most expensive misconception is that brochure

sell- that a prospect will read the entire of the brochure with

glowing adjectives, and sign a contract as a result of it.

- In fact: A brochure, in this context, is a pamphlet or booklet

that describes an organization and its function, or a hotel with

its services... it maybe used to explain all or a segment of an

organization or a services supplier. For example: we can design

a brochure about our travel company, includes company's mission,

portfolio and all kinds of services ...we supply.

We can also design a brochure about one of its favorite

services, such as a special tour-to promote it only!

A good tourism marketing brochure should finish its duty as a

good overview of an origination, a destination, a hotel or

travel company, inspires the reader to the next step if he (she)

is interested in the supplier's services.

If a brochure catch the eyes of a random visitor or traveler who

has no exact determination of buying or using, get him reading

and put a good impression on the services supplier's image,

often is the feeling about a professional, it can be perceived

as a good marketing brochure, although the reader do not take

the next step then- just because he has no demand at that time.

That is the situation when a brochure does its responsibility of

branding in the mind of a future client. It is a good job for a

normal brochure.

Mistake 3: Another familiar trap in the mind of a brochure

publisher is the concept that people read brochure thoroughly

and carefully.

-In fact: A brochure, no matter how attractive or thorough, is

usually simply glanced at. It maybe read in conjunction with

other materials, to get an overall impression of a company. But

it rarely devoured like a novel.

Mistake 4: The brochure doesn't contain all the elements of a

competent marketing message.

-In fact: Bit and pieces of information aren't enough. Your

brochure should take your prospects through your message from

the beginning to the end. It should provide all the facts and

persuasion necessary to get your prospects to take whatever

action you want him to take.

Mistake 5: The brochure doesn't contain a detailed list of

services you offer.

-In fact: A prospect often looks at your services list to sees

if you provide what they need. It they don't see what they want,

they may assume you don't provide that services and call another

one. Make sure you list all the services your visitor looks for.

Mistake 6: The brochure doesn't explain how you differ from

other competitors. There is no advantage of unique selling

position for you. You look like the rest, and the rest is same

you.

-In fact: If your prospects don't know your competitive

advantages, they often don't have a clear reason to use or buy

your services than another supplier's.

(Here I tell you more about your competitive advantage:

A competitive advantage, in nature, is your unique selling

position which is the foundation of your marketing strategy. All

the marketing tools are used interactively in a period along a

strategic plan of marketing your services. This marketing plan

originates from many factors, such as the holidays season, the

target visitors, the marketing budget, the stander of our

services, the market trend, the competitors' marketing

strategy...but the most important is your target group.

You can discuss about this useful marketing topic in Tourism

Internet Marketing Forum to enhance your internet sale as well

as receive the great forum benefits.

http://www.tourism-internetmarketing.com/parent_page/Frequently_A

sked_Question.htm#benefit

Therefore, if you can figure out exactly what your target group

of a marketing plan is, focus tourism attract them by a target

brochure, you will know how to create the competitive advantages

for your brochure marketing campaign.)

Read the part 2:

Part 2: The second 7 mistakes more to be revealed.

http://www.tourism-internetmarketing.com/brochure_marketing/touri

sm%20_brochure_marketing_index.htm

.........................................

All articles of David Kan published in this website can be

reprinted or posted on other website as well as the author 's

biography keep intact.

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