The importance of a Brochure

Not all wedding venues and businesses need fancy brochures, but if you’ve decided it’s something you need, then make sure you do it properly.

Who needs a brochure?

Frankly, not everyone. Just because most venues, hotels and suppliers have elaborate upmarket ones, doesn’t mean you need to as well. But if having one flatters your business, then you should go with your instincts. A brochure ultimately serves as an expanded business card; photographers can feature their best work, venues can showcase their event space and designers, such as bridal boutiques and cake makers, can present their most popular collections.

As a venue, if your target clients are visiting over 10 other venues, then yes you will need a well-crafted brochure in order to match the competition. However, if you specialise in a niche market, where most of your clients that visit you convert to customers, then a hefty printed brochure really isn’t needed.

Having a brochure doesn’t necessarily mean you need to bear the cost of an expensive print run either (although there’s a time and place for this).  Instead, they can simply consist of a well designed PDF document.

The only time you should consider a printed version is if:

• You have a high volume of visitors who need something tangible to take with them so as to remember your venue out of the crowd
• You’re a high end supplier and market to a luxury audience
• You have the budget!

What does it need to have/look like?

The mistake that most people make (venues in particular) is that they produce visually stunning, glossy, photo-led brochures WITH NO INFORMATION! I see so many venues not putting any descriptions or prices within the document and it baffles me. Why spend a fortune on a photo shoot for your venue and then provide nothing of importance to your potential clients? Your brochure is supposed to be as, if not more helpful than it is aesthetically pleasing.

So whether you’re a venue or hotel, the following is the absolute minimum you need to be including:

• Photos of the empty rooms and event spaces dressed up for the wedding occasion
• A floor plan which illustrates the flow of space
• Indicative pricing and information on the business model (dry hire or all-in-one?)
• Key T&Cs (e.g. license expires after 11pm or no confetti rule)

If you don’t have exact prices, then “starting from…” prices are fine. But please include something of value. Don’t make the client have to call you to find out what the overnight price is or whether you have in-house catering. All of this should be illustrated within the document itself. Always remember that millennial couples, more than ever, are time short and aren’t lovers of the phone. They want to access your information as easily as possible.

Having said all that, I don’t mean utterly abandon effort in terms of quality of presentation. It still needs to look great (always think ‘inspiration and aspiration’) so every single image you feature has to be professionally taken by a photographer –  not on your iPhone 6 camera.

Ultimately, your brochure isn’t going to draw in new clients but what it will do is bridge the gap between when they first come across you and the next step of the sales funnel. It can be the key to getting you that next booking which is why it’s so crucial to provide the clients with the information they need to know. If you do it right, you’ll soon see the importance of your brochure.

Are you ready to get ahead in 2018! Here’s what Kelly Chandler Consulting’s got on this year:

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Are you starting your own wedding venue business in 2018? My GET READY TO SHINE programme is insightful, clear and gives you practical advice that’s ready-to-implement.

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Image credits: Image 1 – GQ Design // Warmwell House Photo Shoot:  Photography – Imogen Xiana // Film – Gorgeous Film // Florals – Martha And The Meadow // Cakes – Fancie Buns // Bridal Accessories,  Hair and makeup – Victoria Furgusson // Model (bride) – Tanya Louise Cumberland // Bridal gowns – Naomi Neoh // Stationery & Paper goods – Emily and Jo // Silk ribbons and silk runner – Pompom Blossom // Furniture – white chairs for ceremony, pool furniture, white easel, gold cutlery – The White Chair Company // Tablescape hires – glassware, charger plates, tablecloths and napkins – Couvert  // Cross back chairs & wooden bar unit for cake/champagne station – DP Marquees // Catering (for planner’s event) – Simply Gourmet Catering // Image 7 – Creative Market // Image 8 – Soul Of A Word