We put the question: “What makes a successful leaflet or brochure?” to members of LinkedIn - an online network of more than 30 million experienced business people from around the world."Leaflets should encourage people to visit your attraction, region or event. To be successful, the leaflet should have the right look and contain appropriate information. What, in your experience, encourages people to pick up a brochure and take it home to share with others? Is there a 'perfect' leaflet design?"
We submitted the question just under a month ago and were delighted by the sheer number and variety of responses from marketing experts, graphic designers, tourism industry insiders and others with a professional interest in promotional print.
Paul Scanlon, the Chairman and owner of CDP Print Management, raises a number of practical issues. He points out that leaflets and brochures are “two separate marketing tools, both… zero rated for VAT purposes”. He also warns businesses to “beware” of “environmental issues in design and production”.
“Simple, Clear and Memorable!” These three words make up the dictum of graphic designer, Don Wright. Whereas, “Entice, Educate, Enthuse, Entertain, Excite” is the mantra of marketing consultant, Neil Logan. The Owner and Professional Abstract Stone Sculptor of WSG Gallery, Carl Wright, says that one should always “look at who is displaying brochures and what other brochures are going shoulder to shoulder with [your own]”.
Boyd Butler, the Consultant Development Director at KAM Sports International, believes you should “ask your visitors what they want to see in a brochure” and also ensure that your leaflets are “distributed in the right place”. Very true, Boyd – and of course, this is why we play such an important role with the finished product.
Our favourite response, however, is from Nick Booker, Director of the visitor attraction and leisure consultancy, Attract Marketing Ltd. He very sensibly points out that leaflets should be the “right size to fit in [the] stands”. While this may seem obvious, it’s surprising how often we are presented with oddly shaped and sized leaflets, which are either too tall or too wide to fit into any of our standard holders without being bent over or folded in two. He also highlights issues such as adding the name of the attraction “at the top so can be seen in stands” and getting the branding right.
Nick’s answer is well worth reading in its entirety, as are the many other excellent suggestions. The question has now been closed at LinkedIn but you are very welcome to continue posting your thoughts here.
The girls completed the route in two hours, twenty minutes, then sat down to enjoy a well earned bacon butty and hot drink after collecting their finishing medals. 
and Cream tribute acts. We had a brief wander down Matthew Street and then went up towards Concert Square to see some more live bands. 
