27th April 2011

LYME REGIS: Tiime to 'scrap the holiday guide?'

By Francesca Evans

LOCAL businessman Clive Cobb has called into question Lyme Regis Town Council’s methods of advertising the resort.

Mr Cobb, who has a background in advertising and now owns the Town Mill Bakery in Coombe Street, suggested that the council scrap its annual holiday brochure and promote the town through more modern methods, including its official website.

He suggested that they spend all of their £30,000 budget into creating a monthly magazine-style website, compatible with smart phones and iPads, and an App for iPhones and iPads, as well as using social networking sites such as Twitter and Facebook to their advantage.

Mr Cobb was speaking at the recent Tourism and Advertising Sub-Committee meeting, following a presentation from advertising agency Artavia representative Sammie Simpson, who said she was very pleased with how the town’s current advertising campaign was performing.

She said Lyme was “bucking the trend”, as most coastal destinations were currently less popular than rural and city breaks, but Lyme was “doing very well compared to other destinations”.

However, Mr Cobb (pictured) said: “I do think it is time to re-think the whole way you communicate your product. There are other methods of getting to the consumer, not advertising and not the brochure. No one believes advertising.”

He argued that the annual brochure was not producing enough results and was “wasteful” as it could only be used once.

Responsive

“On the other hand, a website is totally reusable, available 24 hours a day, seven days a week, 12 months of the year,” he added.

“A website is adaptable, updateable, and totally responsive.”

The town clerk, Mike Lewis, pointed out that Bob Brooker, from LymeNet, who sits on the sub-committee but was not present at the meeting, has been working on improving the town’s website and promoting Lyme through Twitter.

Chairman of the sub-committee, Councillor David Cozens, said: “Over the past few years, no doubt about it there’s been a movement towards this type of thing. The council has moved along with this a lot in the last few years thanks to Bob Brooker and LymeNet, so we are getting there.”

Owner of the Royal Lion Hotel, Lesley Stone, who also sits on the sub-committee, said that all age groups should be catered for.

“Some 65 and 70 year olds don’t use Twitter. Some don’t want to use mobile phones. Maybe you should be looking at all aspects,” she added.
Councillor Ken Meech added: “About 40 years ago we had a counter in the building with about half a dozen leaflets on and that was our advertising. I accept that we have to move on and one of our priorities has always been advertising.

“You have to remember we are an ageing population. People are getting older and living longer, and they do not have the benefit of this technology. You have to cater for all sorts.”

Councillor Cozens said that many other seaside resorts, such as Bournemouth, still saw the benefits of printing a holiday brochure.

Mr Cobb said the council didn’t have to print and send out 30,000 brochures every year, but could distribute them on demand.

Councillor Ken Whetlor agreed: “Why do we have to have a brochure?

Why can’t we have a CD or DVD? It would be cheaper to post and to make.”

Ms Simpson, from Artavia, reported that there was not very high demand for these types of promotions.

The sub-committee agreed that Mr Cobb should continue working with the Website Working Group, which aims to promote the town through its official website www.lymeregis.org

LYME REGIS: Tiime to 'scrap the holiday guide?'

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