Promotional tools

Most promotional activities work through the " AIDA principle, " which stands for Attention, Interest, Desire and Action.

To be effective your brochure will need to:

- grab attention;

- appeal to the readers' self-interest;

- arouse the desire to buy;

- urge the reader to take action. 94

For brochure producers this means that the promotional message will depend on several key factors:

1. the target market

2. Channel of distribution — for example, different messages may be necessary for tour operators, members of the public and tourist information centers.

3. The type of response you need to evoke — these usually divide into rational and emotional appeals.

4. Promotional method — for example, you need a stronger and shorter message for radio advertisements than you do for a direct sales campaign when a salesperson can explain in more detail.

5. You should always be aware of the reasons why people buy specific products. Sometimes people appear to be buying for reasons different to their real motivations. By understanding the reasons people buy you are more likely to appeal to them.

These are some of the key reasons why we buy particular products:

- Price: It may be that something appears to offer value for money. Sometimes we buy more expensive products because we believe they will be better than cheaper ones or we like the image they convey.

- Health: Holidays are seen as healthy activities, offering the chance to relax. We buy some products because we think they are good for us.

- S ocial: This may be a chance to be together with friends or family, or simply a desire not to get left out. Some products are purchased because it becomes normal to have them, rather than for rational reasons.

- Statu s: Some products offer a chance to impress. Others are bought because they make a statement about the purchaser or make the purchaser feel good about themselves.

Brochures

Brochures demonstrate the benefits which an organization has to offer. Many tourism products are not tangible. By describing them in print, brochures become the only " evidence" of the product so it is important that the feel and quality of the experience are conveyed by the brochure. Destinations and tours are particularly difficult to promote without print material which explains what is on offer.

Why do you need a brochure — what is it for? For example, it could be to:

- inform people about your facilities;

- encourage them to make a booking;

- encourage them to stay longer in your area or hotel.

In many cases it will be for a combination of purposes — ensure you jot these down as part of your brochure brief.

Consider also where the brochure will be used. Pre- and post-arrival print fulfill differing needs!

Who will be your main target markets?

When writing and designing brochures you will be more successful if you paint a picture of a key reader in your mind.

It is easier to write better copy by imagining you are speaking to one typical reader. Ask yourself:

- What are their ages?

- What are their interests?

- Where do they come from?

- Are they likely to be direct consumers or intermediaries such as travel agents or tour operators?

- Are they potential new clients or existing clients?

- Do you need to persuade them to switch from another product or just that yours is a good one?