I don't care how small the hotel or motel is, one absolutely must have a rack card or brochure as a fundamental for promoting the property. You just can't do without one. In the August 1994 issue I wrote about ways to distribute brochures and rack cards. These critical pieces are necessary just to keep up with the competition when prospective guests stop by and ask for information about the property or if you have the opportunity to be in an area attractions brochure case or a chamber of commerce mailing. In short, it's a fundamental right up there with the beds in a guest room! While a four panel, single fold brochure or larger piece is necessary for hotels with more services, features and amenities, a rack card on post card type stock is more than adequate for most economy lodging properties. At a minimum, even the smallest independent motel should have at least a rack card size (4" X 9"), vertically formatted piece printed on both sides, on heavy colored paper.

Consult the Franchisor 

The best place to start a brochure or rack card is by obtaining the guidelines from the hotel's franchisor and a half a dozen or more competitors. Next, make several lists your hotel's features-area attractions (both nearby demand generators and area attractions); items promoted by your competitors which may apply to you; the reasons people stay at your hotel; make a few notes on positioning statements; and finally any new ideas you have as to features or services you may add to attract guests.

The franchisor's guidelines should be followed very closely, particularly on the front side. If you do not, the franchisor may not distribute the brochure/rack card. Additionally, it defeats the purpose of affiliating if you don't tie to the chain's marketing theme and presentation. You may get away with some deviation on the inside and the back. Usually Its not very necessary but there are exceptions. 

For instance I assume a brochure/rack card will occasionally be placed backwards in a display case or left lying upside down. As a result I design the top of the back of my brochure/rack cards to be very similar to the front. The bottom of the back should also always include a space for travel agents or other referral sources to stamp their names, addresses and phone numbers. More on guidelines on necessary items later. Back to using the lists.

Features Lists

The list of features should be refined and listed in order of importance to prospective guests. In a rack card you'll only be able to list 5-8 depending on the room you need for area attractions, directions, a map, location information, and reservation instructions. If you're doing a brochure, more features can be used because you have more space. Some might be used in a list format while others may be expressed as benefits that attract guests and used as part of general copy or photo captions. The list of features should be adapted to include features that place your property in a better competitive light and worded very succinctly and grammatically correct.

Include Logos 

Whenever its reasonable consider including logos for the franchisors programs that the hotel participates in. Logos for equipment and supplies the hotel uses can also be included. In the brochure for our Best Western we include the logo for, Gold Crown Club international, their frequent guest program; AAA in bright red, because we have an official appointment (you can't use it if your only inspected and rated or advertise in their TourBooks®); and Jacuzzi®. We actually purchased Jacuzzi® brand whirlpool baths so we could use the name in our marketing and avoid confrontations about using it generically inadvertently as many do. Using know brand names and logos gives your hotel credibility if those brand names are held in high regard by your guests and prospective guests.

Highlight Area Attractions

Area attractions and demand generators need to be listed relative to your hotel's location. Mall of America 12 miles (or whatever), Metrodome 5 minutes and Grand Casino Hinckley 1 mile are examples of this. Again, in a brochure these might be incorporated into the copy or referred to through a photograph.

How you want your property positioned is an important Item to consider. If you want to attract more mid-week commercial business, consider using a photograph of a businesswoman checking in. A photo such as that covers a number of issues simultaneously. If you need more winter business and it's appropriate use a snowmobiling action photograph. Set the tone with your largest photograph. It should usually be a destination shot. While you may be proud of your hotel nobody but the owner and the General Manager will travel very far just to see it!

Front Layout 

A brochure/rack card's front layout should have some standard features. The place name should be at the top followed by the hotel's name. Those two should take up no more than 1" to 1.5 This is also true on the back. Below that it's up to you and your franchisor but keep in mind that if it's too cluttered the reader will get lost. I also seem to recall that a person's eye travels from the lower left to the upper right of a page. Clearly the center is most important. Whenever I'm in doubt or in a hurry I'll do a rack card. This permits me to have a front which looks as good or better than a brochure and a back that is jammed full of important information in an orderly way. I always do these on post card stock. The printing should be sharp and high contrast while the color separations should come from negatives, quality slides or high quality prints. 

Speaking of photographs, I've used professional photographers, amateur photo contests and stock photos. Each serves its purpose and has its cost effectiveness. The photo contest can also be used to generate some free publicity for the hotel. Stock photos can be pricey but they are quick and you know exactly what you are getting. Stock photo prices are very negotiable. Don't cheat and use the sample without permission. If you hire a professional you have to deal with models (amateur, professional or both), photo releases and personalities.

Watch the Budget 

For inexpensive promotional pieces where funds are very limited use colored paper stock and lay out the front like one would the back of a rack card. Then use the back to supplement it. don't bother wasting your valuable spare with art, duotone photographs, etc. of guest rooms or the front of the hotel. They'll never do it justice and you'll just look cheap as opposed to frugal. As a final concept consider a shell. This is a brochure/rack card that has the look and feel of your principal brochure/rack card but where significant open space has been left in one or more areas. Subsequently, these can be over-printed with special promotions, packages or rates.

Shown on the facing page is the rack card we did several years ago for our Econo Lodge. Note that there is no photograph of the hotel. We wanted to promote Minneapolis as a destination, show our newly remodeled rooms and point out that we had an outdoor pool. We emphasized the chain's 800 number because we feel their full time professional reservationists can do a better job than our harried guest service agents trying to check in a guest and take a message. 

Brochures and rack cards are the foundation piece of even the simplest marketing effort including responses to inquiries. With little effort they can also be used for each incremental step you might take towards a more sophisticated and effective marketing program.