Back in 1988, when I joined the new marketing team at The Mayflower Theatre, just about the first thing we did was redesign the season brochure. (It’s something new people like to do.) We hired a top local designer. Everyone thought it was beautiful. I thought it was beautiful. It was beautiful. But when I… Continue reading A Catalogue of Ills
There’s a debate on LinkedIn about the value of printed brochures. The new Chichester Festival Theatre brochure which came through my letterbox this week shows exactly what a good brochure can do. It’s not that the CFT doesn’t use other media. ‘Friends’ who pay for priority booking and others, like me, on the theatre’s email… Continue reading The New Chichester Theatre Brochure Analysed
Why does a major retailer like John Lewis ignore scientific research on how to produce a catalogue that sells? Here are a few of the rules they ignored in this year’s Christmas brochure.