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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 information, 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.
A world class operating system ensures clients receive 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.
|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|
|Lamppost/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|
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.
The International Association of Professional Brochure Distributors has undertaken research on the effectiveness of brochures.
For full info see www.iapbd.org.