The idea of a brochure is to motivate visitors to choose your
product. It should carry enough information so that visitors
understand what it is you offer, why they should choose your
business and how to get hold of you. Be clear and concise -
brochures shouldn't have a lot of text but should convey the key
aspects of your business.
Do some research at your local i-SITE Centre and see how other
operators have formatted their brochures, what works and want
doesn't.
A few tips:
- Make sure you include a contact telephone number (including
international access code: +64), email and website addresses
- Don't forget to include any industry accreditations such as
your Qualmark
quality assurance logo and, if you've achieved one, your Qualmark
Enviro-assured logo
- Place your company name at the top of the front cover so it is
not obscured by brochure racks
- Make sure the design reflects what your brand stands for and
the kind of experience you offer
- Include a map that clearly shows your location
- Indicate if customers need to book in advance
- A picture says a thousand words - use photos that clearly
convey what you offer and show people enjoying your experience
- Use short sentences and language that's easy to understand.
Remember English might be a second language for some of your
customers!
- Make sure you carefully proofread a draft of the brochure
before it goes to print
Printing
If you haven't used a printer before, shop around and ask for
quotes. Some printers will also handle the design of your brochure,
or you may like to pay a little more to use a specialist design
agency (who may handle printing for you!). Brief them on your
company, your target market, your product, your brand and what you
want the brochure to communicate.
Print a small quantity of brochures at a time in case your
details change and you need to update the brochure. You have
responsibilities under the Consumer Guarantees Act 1993 to ensure
the information you provide customers is accurate and up to date,
so you don't want to make any claims you can't live up to.
If you can, it's a good idea to consider the environment when
printing brochures and other collateral - especially if your
business is Qualmark rated. Make sure the paper is from a
sustainable source (look for a Forest Stewardship Council or
similar endorsement on the package or choose recycled paper) and is
fully recyclable, and check that your printers use vegetable-based
printing inks. Remember to let your customers know you've chosen
environmentally-friendly options by including a note somewhere on
your brochure.
Remember to let your customers know you've chosen
environmentally-friendly options by including a note somewhere on
your brochure."
Images
To create professional brochures and other marketing collateral
you will need high-quality photos of your product. It is
recommended that you use a professional photographer.
Printers and designers will ask you to supply digital files of
your images (including photos as well as your logo ) on CD or via
email. You should provide .jpg or .tif images of at least 300 dpi
and around 1800 by 2600 pixels.
Did you know?
Tourism New Zealand's image library provides access to a huge
range of images of New Zealand. These can be used free of charge in
marketing material that promotes New Zealand offshore as a tourism
destination. Register and apply online at http://images.newzealand.com/