Your Brochures: in stock and 'in mind'

When a travel agent is asked for a holiday within your portfolio does your brand spring to mind - and is the brochure on hand?

Substantial cost and effort goes into creating your brochure: the shop window for your products and brand positioning. To make the most of this investment you need to keep the brochure in stock and in mind at retail level.

Allocate some of your trade marketing spend throughout the brochure’s life to improve retail stocking and recall:

Launch file copy mailing (with file copy sticker), including Home Workers and consortia non-ABTA outlets, highlighting the product features.

Ordering system: make sure the brochure is flagged as ‘coming soon’, then made available on-line; also that country and product mapping, the thumbnail and its description are in place. Ask for it to be put on the free "New brochure ticker" and ensure there is a link in place from your trade website.

Regular product positioning and stock check reminder newsletters in Mailbag and by e-mail - mentioning www.trade-gate.co.uk. Use the ad space on the Mailbag cover sheet.

Take a slot on the monthly Brochure Rack page in Travel Weekly and Mailbag.

Advertising and Brochure of the Week slots on www.trade-gate.co.uk and Trade-Gate e-news.

Ask us to create a permanently available e-brochure for agents to access via www.trade-gate.co.uk and your trade (and consumer) websites.

Manage your ongoing distribution by monitoring brochure orders and rejection reports on BrochureXec. Remember the Primary Rule: Feed a Demand.

Don’t forget to include your brochure on Brochurebank, our consumer lead generator.

If you need more information about any of these options simply contact your Account Executive or Tom Bullen in our sales office: tom.bullen@bptms.co.uk.

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