Marketing a vacation destination can be loads of fun, but also very challenging. Where to vacation is a decision that carries great weight for travelers, and so having the right presentation for your audience is crucial. Brochures, rack cards, guides, booklets, posters, calendars, billboards, signs, postcards and other printed pieces represent the most powerful tools in your vacation marketing arsenal.
The following tips will add even more sales prowess to your vacation destination prints:
Print ‘em big
You’re a tourist destination – you’re larger than life. Printing oversized marketing materials can get attention quick and demonstrate that travelers will have a grand experience when they visit you. Large vinyl banners and extra-large posters, brochures, and postcards are all great ways to motivate through emotion. This is an especially handy trick if your destination is a bit off the beaten path – hang a huge vinyl poster on the side of a well-traveled downtown building to divert traffic your way.
Print thick and heavy
Your most important pieces should be sturdy and durable. Thick, heavy paper stocks lend credibility to your venue. This doesn’t mean you should print brochures on cardboard, but it is to say you should seek a printer that offers rich paper stocks for printing. One thing many people tend to forget is that you will be judged by the quality of your marketing materials. A solid postcard or thick brochure says that enough others have enjoyed your venue to pay you the revenue required to print such a piece to begin with (even if it’s incredibly economical to do).
Finish ‘em off right
A glossy finish can make your design pop off the paper, and so it is a popular finish for vacation marketing pieces. You can also choose a matte finish for subtlety and depth. For even more high-class shine, have your marketing materials UV coated or aqueous coated when available.
You can also consider having some of your materials die-cut into shapes. Die cuts can help you stand out from the competition and convey emotions to your customers. Imagine how a rack card with a shark fin coming out of the top would look for an aquarium.
Use a foil stamp to add prestige to your pitch. One business that could use this technique is a charter boat services. The foil stamp will make your company look more distinguished, and you’ll get more business.
Print in volume
Return on investment is an important phrase that every marketer understands. To maximize your investment, print as many pieces as you you’ll use during each run. If you know you’ll need 10,000 brochures in a year’s time, don’t print five batches of 2,000 each or two batches of 5,000 each. Press set up incurs a static cost per run, so your cost per piece decreases as your quantity per run increases.
If you’re printing vacation destination marketing materials, the most important thing to remember is that you have to be able to show your customers that they’ll have a wonderful experience if they visit you. You can use the power of the print techniques above to boost your sales rate practically overnight.