Brochures as a Marketing Tool

Brochures make the sale

Brochures are a vital part of the tourism marketing mix, speaking directly to customers at the critical point where they are making a buying decision.

International research has found that over half the people who take brochures, report that brochures have influenced their purchase or plans, even facilitating people to change their plans while travelling.

When compared to other advertising mediums, brochures provide the most 'immediately available' on-hand, detailed inforrmation, contacts and visuals.

In short, brochures form a critical part of an integrated marketing strategy and are an extremely cost-effective and high impact advertising solution.

How do our clients know brochures are working?

A world class operating system ensures clients recieve detailed information on the distribution, movement and replenishment of their brochures at their selected display sites. There is flexibility to suit every budget and marketing strategy.

METHOD	COST	VISIBILITY	REACH / TARGETED	BRAND BUILD
Internet	Relatively inexpensive once-off	Need marketing to drive searches to site, usually via some general enquiry	Not targeted, only reaches those who find site	Assists to build brand but needs to be additionally marketed
Lamp post / Bin	Expensive	Flash by - need repetition	Static thus not targeted	Weak contributor dependent on repetition
Magazine Advertising	Expensive	Dependent on readership profile	Partially dependent on reader profile	Assists to build brand
Brochures	Inexpensive once-off	Always visible	Easily targeted, easily adjusted	Assists to build brand
Radio	Expensive	Flash by - need repetition	Partially dependant on listener profile	Assists to build brand but needs to be repetitive
Specials / Events	Relatively inexpensive	Poor - usually once-off	Limited duration appeal but not directed at sustainable clientele	Assists to build brand but needs to be repetitive

Statistics

Among the findings are that brochures remain one of the most commonly used tourist information sources, that once a traveler leaves home, brochures become the top planning tool, and brochures play a greater role than the internet in influencing the decisions of tourists who have already left home.

International Research has proven the effectiveness of brochures

The International Association of Professional Brochure Distributors has undertaken research on the effectiveness of brochures.

Consider the following statistics:

40% of tourists say that tourist maps and brochures influence unplanned stops;
32% of tourists say travel brochures are the most trusted information source;
65% of tourists used brochure display racks during their trip.

For full info see www.iapbd.org

﻿﻿﻿﻿Brochures as a Marketing Tool

Statistics

Brochures as a Marketing Tool