Rack card and rip card marketing – A Hospitality Industry Standard
If you are a business that is somehow related to travel and tourism, rack card and rip card marketing should be an important part of your advertising plan. In spite of their relative low cost and relative simplicity, they are a proven and viable way to promote and advertise your services to travelers and vacationers. Here are some tips related to your next rack card and rip card marketing project, and how to effectively design, disseminate and use them to full advantage.
Use Industry Guidelines
The best way to start on your rack card and rip card marketing concept is to seek guidelines and specs from a number of hotels, travel agencies and local, state, regional and possibly even national tourism agencies. Most rack card and rip card marketing designs will fall within the same guidelines and have similar size and specifications, but it is certainly worth calling before you print up 10,000 pieces that will never see the light of day for one reason or another. Many of these organizations will also impose design regulations, preventing one attraction, hotel or other such company from outshining others in the same position, by circumventing these principles. Make sure you consider this when designing your rack card and rip card marketing.
Take a moment to think about your last vacation and how badly you needed some down time. When approaching a display full of rack card and rip card marketing and post card pieces promoting various carnivals, miniature golf facilities, water parks and museums, which do people most often reach for? The places that catch the eye and make it as easy as possible to get to the bottom line. If you don’t know what a company is providing, selling or promoting from the tile, you are most likely going to pass right over it in favor of something else.
Boil down your business offerings to 5 or 6 strong bullet points. Include a well defined map, phone number, website, reservation instructions and a discount offer of some sort on your rack card and rip card marketing. This list of features should be tailored to your audience and get straight to the point. Your readers are most likely on vacation after all, so make it easy for them to get the information they need and then let them get back to their pursuit of fun and relaxation.
Visuals Work Wonders
Whether is a picture of your newest water slide, conference room or a graphic that people will associate with you and your company, visuals are a key to the success of any printed rack card and rip card marketing product. Including logos from related business and travel organizations like AAA, the Better Business Bureau, and your local Chamber of Commerce can go along way towards showing you are a legitimate business that is an active and professional member of your local community.
Another good use of visuals is in your rack card and rip card marketing design is in the inclusion of maps to and from your establishment from prominent landmarks. If people have to think too hard about where you are located, they will simply go someplace else. Making your rack card and rip card marketing simple to read and even easier to follow, is a good rule of thumb.
You should also consider the positioning of your company when designing your rack card and rip card marketing, or any promotional materials. If you are a hotel looking to connect with business clients, showing your restaurant and convention facilities might be a good angle. The same property could use a different rack card and rip card marketing to promote their facilities to summer and weekend travelers by showing their pool and tennis courts. The largest photograph should be a destination shot. While you may be proud of your business, people will be more apt to visit you if you show a picture of a nearby ski resort or family attraction, than a picture of your lobby on your rack card and rip card marketing piece.
A rack card and rip card marketing seems like a good place to let your creative juices flow, but rather a rack card and rip card marketing should stick to the basics of getting out information while adhering to concise and established guidelines.
The top of both the front and back of your rack card and rip card marketing should have the company name in an uncluttered, easy to read font. This is the area of the rack card and rip card marketing that shows above the shelving, and is often the only thing a prospective customer will see when reaching for your card.
The front of your rack card and rip card marketing needs to be clean with a simple, easy to understand message. Add a signature photo, logo and any discount deals or special new offerings that you want people to know about first. You can cram more information onto the back of your rack card and rip card marketing, but be sure the front is straightforward and uncomplicated.
Using these suggestions, you should be able to effectively design your rack card and rip card marketing and put them to work for you and your business.
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For more information about guidelines, distribution centers and locations for disseminating rack card and rip card marketing in your city, state or region – you can contact your local travel and tourism bureau.