One of our leading regional theatres has just brought out its latest season brochure. The cover makes it look like a flier for its Christmas show with no mention of other attractions in the top half. News flash- not everybody will put your brochure at the front. Anything lower down is liable to be obscured by other print in the display rack. The back cover commits the cardinal sin of not having the venue name at the top. Do they think print never gets displayed back to front?
The brochure’s layout consists of boxes with no fluidity. The print is too wordy and too small for the older reader that comprises a significant proportion of the theatre audience. The ‘hot spot’ of the inside back cover is wasted on customer information rather than selling a show.
I’m not talking about some seventh level of marketing enlightenment here. Everything I’ve highlighted fails at the first step towards good marketing, namely: ‘Look at it from the customer’s point of view’.
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