Jun
26
There's a conundrum for you. What DO hotels sell?
A brand new hotel brochure landed on the mat this morning - I must be on some sort of mailing list.
It's a private hotel and they must have spent a lot of money on the brochure. Beautiful finish, lovely piece of design.
However it looks like a triumph of style over function, because it does a rotten job of selling the hotel.
Why?
A brand new hotel brochure landed on the mat this morning - I must be on some sort of mailing list.
It's a private hotel and they must have spent a lot of money on the brochure. Beautiful finish, lovely piece of design.
However it looks like a triumph of style over function, because it does a rotten job of selling the hotel.
Why?
...because nowhere - in any of the 14 pictures gracing its pages - is there a picture of a human being.
Not one.
There's not even a picture of any food.
Not a sausage.
Instead, there are lots, and lots of pictures of...
(you guessed it)
CHAIRS!!
...and tables ...and headboards - oh, and a wardrobe with a trouser press and a kettle on the inside. Yeah...
There's a picture of the outside of the hotel too - and a very pretty building it is. But it looks EMPTY (because when they took the pictures, it was empty).
There's a picture of the chairs in the restaurant; one of the chairs in the bar and one of the chairs in the banqueting suite. There's even a picture of the chairs in the beer garden.
It's a brilliant brochure if I want to buy a chair.
But I want to buy an experience. What do they look like? What would a picture of an experience look like?
Do you think it might have a human being in it?
Associative imagery is what you're after - go for pictures of people enjoying themselves. Please.
Not one.
There's not even a picture of any food.
Not a sausage.
Instead, there are lots, and lots of pictures of...
(you guessed it)
CHAIRS!!
...and tables ...and headboards - oh, and a wardrobe with a trouser press and a kettle on the inside. Yeah...
There's a picture of the outside of the hotel too - and a very pretty building it is. But it looks EMPTY (because when they took the pictures, it was empty).
There's a picture of the chairs in the restaurant; one of the chairs in the bar and one of the chairs in the banqueting suite. There's even a picture of the chairs in the beer garden.
It's a brilliant brochure if I want to buy a chair.
But I want to buy an experience. What do they look like? What would a picture of an experience look like?
Do you think it might have a human being in it?
Associative imagery is what you're after - go for pictures of people enjoying themselves. Please.
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