A bloomin’ wonderful new display site in Liverpool

Today we launch a brand new Tourist Information Point at Dobbies Garden World Liverpool – a popular retail outlet on the A561.

In conjunction with A-ha! Distribution, our long-standing partner company in Cumbria, we are now able to offer exclusive literature display facilities in this well-placed, south Liverpool site.

Just off Speke Boulevard on the main road to John Lennon Airport, this £8 million, 50,000 sq ft garden centre opened its doors to the public in September 2011. It was constructed using sustainably sourced materials - with energy efficiency catered for throughout - in order to help reduce its impact on the environment. The store also features a 350-seater restaurant and Farm Foodhall, specialising in locally-sourced products.

If you would like further information about displaying your leaflets or brochures in this extremely busy outlet, please drop us a line or call us on 01244 671859.

Keep an eye out for further upcoming joint projects between LDS Tourism Services and its associate companies in the very near future.

Image: Dobbies Garden World Liverpool, ©Dobbies  2011

Frost, Figures, Frantic Activity… It’s February!

Where has January gone? The weeks seem to zoom by and the team is constantly out in all weathers servicing our visitor info points.

Our warehouse is almost filled to the rafters with new leaflets and brochures - yet still they continue to arrive. Not that they remain there for long. Easter may be late this year but Valentine’s Day is almost upon us, which means that our stands need to look their best for all those romantic guests and diners.

The LDSTS managers went along to VCC’s ‘At Home’ event on 27th January and enjoyed a glass of cider or two with fellow members of Visit Chester & Chester, the tourism management organisation for Cheshire and Warrington. They were pleased to catch up with clients and long-standing business associates as well as making new acquaintances – especially the lovely Ioan Said of Celynnen Photography, who very kindly took their picture.

If you have a free five minutes to spare, you should take a look at an excellent article by Alison Gilbody of Instil Media, the marketing and communications consultancy that specialises in visitor attraction marketing and business development. Print, leaflets, social media – it’s all part of the mix! asks if print is dead and comes to the conclusion that “tourism leaflets [are] here to stay”. We couldn’t agree more, Alison – according to every recent survey conducted on the subject (not to mention comments made to us by numerous tourism operators and our own customers), promotional print is a vital tool in the marketers’ gadget box.

This brings us rather neatly to yet more positive news from one of our clients. The Trentham Estate in Staffordshire last year started using LDS Tourism Services for distribution in and around Cheshire. We were therefore delighted to learn that visitor numbers to this stunning attraction rose by almost 50% in 2010. Figures just released show that 316,000 visitors paid to enter the site over a twelve month period, compared to 216,000 in 2009. There was a 62% rise in annual ticket sales and, according to Trentham’s Regional Director, Mike Herbert, “popularity of the estate continues to rise”.

Please do keep sending us your good news stories. During these difficult times it is heartening to know that local businesses involved in the tourism industry are not only surviving but triumphing over the country’s economic crisis.

Image: ©Britainonview / Rod Edwards

A Brighter Outlook For 2011

Christmas is fast approaching and we are looking forward to celebrating the start of a new decade. It is now too that we take stock and consider the year ahead.

In recent months, financial forecasts haven’t made very pleasant reading, but there are plenty of reasons why British tourism operators should feel optimistic.

The number of holiday visits to the UK rose by about 6% between July and October, whereas the number of Brits holidaying abroad fell by 3% (Office for National Statistics) during the same period. Roger Smith, head of the International Passenger Survey for the ONS, said: “It does appear that there are signs that the large falls we have seen in the recent past have begun to stabilise and show some signs of recovery.”

In their Forecast for the Volume and Value of Inbound Tourism in 2011, VisitBritain (the UK’s national tourism agency) said that the “positive side [to the] prolonged weakness in the value of sterling continues to provide an opportunity to challenge perceptions relating to Britain's expensiveness as a destination”. They predict that the volume of inbound tourism to the UK in 2011 will be 30.0 million visits, with inbound visitors spending £17.2 billion. This 1% increase may seem slight but it is at least heading in the right direction and is an encouraging development in such gloomy times.

Ireland’s financial woes could well be advantageous to hospitality and tourism businesses in North Wales. Pay cuts in the public sector and changes to tax credits and income tax have subdued the once booming Celtic Tiger economy and will undoubtedly make an enormous difference to spending habits in 2011. The strength of the Euro against the Pound led to increased holiday bookings by Irish residents visiting North Wales in 2009/10. It now seems likely that exotic holidays will be unaffordable for some time to come and Irish holidaymakers will opt for somewhere a bit closer to home – perhaps a short ferry ride from Dun Laoghaire to Holyhead. Every cloud...

While a recent survey by StrongMail showed that a third of marketers intend to decrease their trade show spends in 2011, it also revealed that investment in social media marketing will increase by 57%. (If you scroll to the end of this article, you will see a brand new map of the world, showing the most popular social networks by country, according to Alexa & Google Trends for Websites traffic data, December 2010.)

We were, however, unsurprised to read that “print has a place in the world of new media” (PrintWeek - 10th December 2010). A report published by KPMG, the auditor running six monthly surveys on media in general, showed that “four in five consumers prefer print to online”. The latest Media and Entertainment Barometer survey by YouGov confirmed that “86% of consumers prefer to consume media offline, with the most popular reason a preference for reading physical copies”.

Please contact us to discuss your social media marketing and leaflet/brochure distribution campaigns in 2011.




Top image: ©Britainonview / David Sellman, 2010

The Age of the E-Brochure Has Arrived

We are extremely excited about a brand new service available to clients of LDS Tourism Services. No longer will we merely distribute printed materials to busy outlets but - from this point forward - we will convert published materials into e-leaflets, e-brochures or e-just-about-anythings!

How is this done? Well, basically, we take the hard copy of a document (or a PDF sent via email) and turn it into an interactive digital publication, which marries the best qualities of both the printed and online formats.

Using page-turn technology, we can transfer a publication into an online format in a way that is cost-effective, simple to use and environmentally friendly. The e-leaflet can then be enhanced with embedded hyperlinks, audio and video to provide the reader with an interactive experience and can be updated with fresh information whenever required. If you would like to see what we can do for you, simply send us a leaflet, magazine or PDF document and we’ll come back to you with a free working sample. You can see an example of a fairly basic digital brochure right here.

Should you wish, this service can be built into a package combining social media marketing and/or leaflet distribution. Please feel free to contact us for further information using our online form or by ringing 01244 671859.

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Image © 2evolv ltd

A Busy Year Ahead For LDS Tourism Services

Although data published by ONS in the latest Overseas Travel and Tourism Statistical Bulletin shows that inbound travel to the UK was down by 9% in the year to September (contributed to by a 24% drop in business travel to the UK), VisitBritain believes that the UK tourist industry has reached a “turning point” and predicts that inbound tourism will help lead Britain’s economic recovery during the months ahead with modest growth expected in 2010.

More encouraging still is a recent survey by VisitEngland, which has found that almost three quarters of adults (72%) are likely to take a domestic break next year. The study suggests the return of the great British holiday is no ‘flash in the pan’, but a result of changing attitudes as UK residents shun outbound travel for holidays on home soil. According to TravelMole, James Berresford, the chief executive of VisitEngland has said that research “further confirms and highlights” the staycation is “here to stay”.

There is certainly little sign of local tourism operators cutting back on their promotional leaflets and brochures in 2010. If anything, it seems that LDSTS’ clients are scaling back on other forms of advertising in order to increase their annual print-runs and make full use of our popular Network Service.

The use of micro-blogging sites such as Twitter is also gaining rapid penetration within the travel industry. According to a new study by Andy Jarosz, writer and owner of the travel blog 501 Places, managing directors, commercial directors, hotel owners and government officials are actively using social media tools to forge connections with their customers.

Life is as hectic as ever for the management and employees of LDS Tourism Services. In addition to the numerous meetings, tight distribution schedules and newly signed contracts, we are currently giving the Border Distribution Centre a fresh lick of paint.

We recently became a member of The Mersey Partnership, the official Tourist Board for Merseyside. Our advert is now live on visitLiverpool.com and we are looking forward to networking with fellow members of this esteemed organisation.

Incidentally, there are now 669 members of our Brochure Marketing group on LinkedIn – an interconnected network of experienced professionals from around the world.

Please keep sending us your comments, queries and suggestions, especially concerning the topics and issues you would like to see tackled on this blog.

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The Continuing Need For Marketing Print

LDS Tourism Services has had a web presence since 1995 and has fully embraced e-marketing and, more recently, social media networking techniques. However, while the Internet is an important means of promoting tourism, we fully recognise that it is a useful tool in the box rather than a ‘one size fits all’ method of catching the visitor’s eye.

We recently put the question: "Is it still worth spending time and money on brochures?" to fellow members of LinkedIn, an online network of experienced business people from around the world. We received a huge number of replies from a cross section of people involved in the tourist, leisure, design and marketing industries. The overall consensus was that promotional print is still undoubtedly an extremely important means of marketing attractions and other businesses in the modern era.

Here is a small but representative selection of the replies:

“I use print material to drive people to the Royal Academy of Arts’ website and to promote advance bookings. Customers still appreciate the tactile quality of print and particularly these days this tool provides a sense of trust.” - Maria Salvatierra, Marketing Officer, Travel & Tourism at Royal Academy of Arts

“Absolutely! Even though technology has made it possible to see information online, people still want a hard copy. The internet has refined in a way what could go into print. There are still plenty of people out there that stop by visitor information centres searching for flyers and brochures on the way to their next destination. We mail out a lot of information packets each month from people requesting information.” – Brent Hunter, Economic Development, Government Relations, Business Management

“To rely on a web presence is only a small part of the picture. Without the personal touch, even the best website doesn't convert as much as they could. All online marketers are always looking for the right landing page or design. The impersonal web has a hard time competing with a smile, handshake and well designed brochure.” – Buddy Hannon, Media Production Agent, Nature’s Blend Inc.

“A good note to remember, roughly 18% of web users actually read what's on a website. Brochures allow a potential client to educate themselves when they want, wherever they want.” – Shane O’Brien, Owner, Blue Wave Design Inc. (Website Print)

“I speak for the tourism industry - YES - brochures are absolutely needed. When you're driving down the road, stop at a restaurant and want to get local information about what's in the area, a well-stocked brochure rack is extremely useful. Not all festivals, events, hotels, restaurants, etc. are on the Internet. And even if they were, not everyone travels with a Blackberry. For the traveller on the road, brochures help people make last-minute decisions about where to go and what to do. And, many people save them to share or for future use.” – Greta Lint, Tourism Communications Services

“While a website has the flexibility to offer far more information than [promotional print], it cannot do everything. A brochure when created and used correctly is a great sales support tool that can augment a web site. The thinking may be a little different these days, but the use of brochures should not be tossed away simply because the web exists. It is very true that companies do not have to rely on brochures alone anymore. They also should not fall into the trap of relying solely on their web site. Some people still like holding things in their hands besides pieces of plastic tethered to a monitor.” – Jim Pallotta, Designer, Studio Barrage

“Yes, they are absolutely still worth the time and money. The goal is with the brochure development - to plan on presenting an online option as well. The nice aspect of having a printed brochure, you can take it with you to read at leisure without the glare of a computer screen and offers a comprehensive, offline resource to store for future reference.” – Yvonne Denault, Creative Director, Vorden Corp.

“Absolutely, brochures are still worth spending money on, provided that you understand your target market and their likely behaviours properly. My organisation runs multi-channel campaigns and regular use of brochures forms the backbone of those campaigns. Their strength for us is the facility for our customers to digest the information at their leisure, without the need for technology. The brochure can be casually picked up and acted upon at the customer's whim, and it can come with the customer to a store so that the product they require can be followed through from the brochure right into the store and to the cash desk.” – Ed Brazier, GO Outdoors Ltd.

“I hadn't had a new batch of brochures printed up for, probably, fifteen years - almost as long as I've had a Web site. However, I was informed this past spring that I was missing a key marketing connection with one of my specific niches by not having one. Why I didn't realise it before (or why no one made the connection earlier), I can't say, but I now use a newly designed brochure to hit that niche: genealogists and personal historians. The response has been surprising.” - Stephen Evans, Editor, www.the-freelance-editor.com

(This question is still open on the main LinkedIn Q&A board and in the Brochure Marketing group Discussion area.)

Both our survey and market research in general clearly show that printed materials are still one of the most cost-effective and successful means of promoting an attraction, event, tourist resort, leisure facility etc. It is quite clear that displaying promotional print in high-footfall outlets is massively important to the success of tourism and to suggest that e-marketing has replaced brochures and leaflets would be wholly inaccurate. Professional literature distribution is proven, effective and reliable.

Incidentally, it may interest you to know that there are now 619 members of our Brochure Marketing group on LinkedIn. There is also a sub-group - Brochure Marketing UK - for those who wish to network with fellow Brits.

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Image © knowtebook.com, 2009

What Makes A ‘Perfect’ Leaflet?

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.

Royal Mail’s Handbook for the Modern Entrepreneur

The Royal Mail has some very interesting articles in the autumn edition its Smart Thinking, Smart Solutions magazine. On the subject of cost-effective marketing techniques, the advice is: “Whether it’s a Facebook page…, flyer or email newsletter, think about how words and images combine to reflect your company’s brand, encourage customers to respond to you and make you noteworthy.” (Time to Blossom, page 14)

Its experts make the important comment that “too many businesses spend all their money on e-marketing and find it is not effective” (The Clinic, page 22). To “really stand out and connect to your customers”, they recommend you give them “something tangible… that they will remember [i.e. sensory triggers like a striking image]”. Your promotional materials should “complement your web presence” and “tap into customers’ emotions”.

Christmas marketing ideas to make your promotional publications “stand out from the competition” (How to Plan for Christmas and Beyond, page 16) include the suggestions that you should “engage customers by offering an incentive – a money-off coupon for a limited period…” and make your URL, phone numbers and other details as prominent as possible. “The senses are great emotional drivers” they say, and one fascinating piece of information is that a recent study showed how “a US candle manufacturer increased sales by 20% after using scented ink in its catalogue”!

You can sign up to receive SMART magazine via snail-mail by dropping a line to smart@royalmail.com. The content is also available on audio CD.

The Benefits of Business Networking

Online networking sites have enabled business people to strengthen and extend their existing collection of trusted contacts. In fact, they provide tools to help professional people make connections with recommended job candidates, industry experts and potential business partners. It's also a great way to stay in touch with existing contacts and receive expert advice.

Individual members of the LDSTS team have become keen business networkers over the past few months and our profiles can easily be found on sites like LinkedIn, Ecademy and Plaxo. If you feel it would be beneficial, please feel free to request a connection with any one of us.

LinkedIn members may be interested to know that they can now join our free group, Friends of LDS Tourism Services. For those with a Facebook account, we have an open group of the same name at http://www.facebook.com/group.php?gid=10753675893, where you are encouraged to read and post comments pertinent to the Company. You are also welcome to submit links, videos and photographs that may be of interest to our clients and business associates.

In addition to these corporate groups, we would encourage anyone involved in designing, producing, distributing, marketing or displaying promotional print for the tourism and leisure industry to join the LinkedIn group, Brochure Marketing Worldwide. It's free to sign up and membership will allow you to find and contact other Brochure Marketing Worldwide members on LinkedIn. The goal of this group is to help members:

• Reach other members of Brochure Marketing Worldwide.


• Accelerate careers/business through referrals from Brochure Marketing Worldwide group members.


• Know more than a name – view rich professional profiles from fellow Brochure Marketing Worldwide group members.

Here’s the link to join:
http://www.linkedin.com/e/gis/90549/57958D4AE446

We look forward to networking with you in the future.

“Bumper Year” Predicted For Domestic Tourism

According to TravelMole – the online community for the travel and tourism industry – a "bumper" 2008 for the UK travel industry has been predicted.

It would seem that more people are deciding to take domestic holidays this year, and it is being attributed to “concerns by holidaymakers over their carbon footprint, the negative economic effects of the global credit squeeze and more recent publicity regarding the weakness of the pound against the euro making travel to the continent more expensive for British travellers”.

Apparently, self catering is “the number one option for a great number of families taking a break in Great Britain”, which is why companies like Hoseasons are bucking the trend and offering “unique discounts, such as those for single parent families, aimed to make it easier and more appealing for Brits to take a holiday at home”.

So (fingers crossed), it could be an excellent year for the local tourist & leisure industry!

We’ve also come across a couple interesting articles on the web this month. We thought you may like to read them, too:

A Quick Guide to Tourism Brochure & Tourism Leaflet Design
By wpdevil
Distribution via brochure rack? Remember that in most cases only the top 1/3 of the brochure will show. Distributed by a third party? Your brochure can easily get lost in a “sea of brochures” if you are not careful...

Finding a Brochure Printing Company
By mollie
Most brochure printing companies will provide an experienced estimator who will help you to determine the proper paper, inks, coatings, bindery and distribution for your brochure project. It is worth it to check to see if this service...