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Professional Brochure   Distribu3on  Survey  Results  for   IAPBD    2012  


Survey Summary   •  1,637  respondents   •  From  18  ci3es  in  United  States,  Canada,  and   Western  Europe  

United States Canada

France England

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Respondent Characteris5cs   •  79%  Leisure   •  9%  Business   •  12%  Business  &  Leisure   •  •  •  • 

16% Alone   50%  With  Spouse/Life  partner   30%  With  Children   31%  with  Friend/colleague  

•  50% Female   •  23%  Resident  of  city  or  nearby  area   3  


Before They  Arrived  

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Brochures are  INCREASING  in  Influence    on  Things  to  Do  BEFORE  arrival   Source  

Influenced

Brochure

31.72%

Travel Guide  /  Magazine  

24.94%

Friend

48.16%

Visitor Center  

16.89%

Internet

57.26%

Newspaper

8.54%

TV /  Radio  

13.10%

Billboard

7.53%

Mobile App  

15.03%

Other (specify)  

19.62%

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AJer They  Arrived  –  Influence  Increases  for   Visitors   •  70%  picked  up  a  brochure     •  84%  of  non-­‐residents  picked  up  a  brochure   •  67%  of  travelers  ages  35+  picked  up  a  brochure   •  88%  of  people  visi3ng  San  Antonio,  TX  picked  up  a  brochure   •  80%  of  people  visi3ng  Victoria  BC,  Canada  picked  up  a   brochure   •  79%  of  people  visi3ng  Charloae,  NC  picked  up  a  brochure   •  78%  of  people  visi3ng  Branson,  MO  picked  up  a  brochure  

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Brochures are  The  Major    Influencer  AJer  Arrival   Sources  that  influenced  aJer  arrival   Influenced   Other  (specify)   Mobile  App   Billboard   TV  /  Radio   Newspaper   Web  /  Internet   Visitor  Center   Friend   Travel  Guide  /  Magazine   Brochure  /  Map  

13%

Somewhat Influenced   11%  

16% 9%   12%   8%  

Did Not  Influence   76%  

18%

67%

22%

69%

20%

69%

20%

71%

44% 31%  

26%

30%

24%

43% 35%  

45% 23%  

34%

28% 55%  

38% 26%  

18%

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Brochures Affect  Travel  Plans   •  82%    were  influenced  to  some  extent  on  where  to  travel   from  the  Brochure   •  62%    of  leisure  visitors  became  aware  of  a  service  or   aarac3on   •  60%  plan  to  visit  an  aarac3on  or  business  as  a  result  of   picking  up  a  brochure;(63%  of  Non-­‐residents)   •  58  %  of  leisure  travelers  would  consider  altering  their  plans   because  of  a  Brochure   •  42%    of  visitors  plan  to  purchase  something  as  a  result  of   picking  up  a  brochure   •  96%  of  San  Antonio  TX,  and  92%  of  New  York  City  NY   visitors  were  influenced/somewhat  influenced  on  their   travel  des3na3ons  by  a  brochure   8  


Brochures Create  Awareness  of   ARrac5ons  During  a  Trip   70%   60%   50%   40%   30%   20%   10%   0%   Would  extend   Plan  to  use  a   their  visit   discount   coupon   offered  on  a   brochure  

Plan to   purchase   something  

Would alter   Plan  to  visit  an  Become  aware   their  plans   aarac3on  or   of  a  service  or   business   aarac3on  

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Brochures •  65%  believe  brochures  are  valuable  visitor   informa3on  source   •  56%  agree  that  brochure  informa3on  display  stands   give  visitors  the  ability  to  learn  about  many   aarac3ons,  tours,  retail  shops  in  the  market  place   •  47%  use  brochure  display  racks  for  informa3on  on   special  deals,  current  exhibits/events  or  aarac3ons   •  42%    say  informa3on  is  easy  to  find  in  brochures   racks     10  


Brochures Add  Value  

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What people  like  about  Brochures  

Valuable visitor  informa5on  source   100%   90%   80%   70%   60%  

65%

50%

Yes

40%

No

30%

35%

20% 10%   0%   Yes  

No

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What people  like  about  Brochures  

Learn about  many  aRrac5ons,  tours,  retail   shops   100%   90%   80%   70%   60%   50%  

56%

40%

Yes 44%  

No

30% 20%   10%   0%   Yes  

No

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What people  like  about  Brochures  

Special deals,  Current  exhibits  or   ARrac5on   100%   90%   80%   70%   60%   50%   40%  

47%

53%

Yes No  

30% 20%   10%   0%   Yes  

No

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Technology Impact  

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QR Codes  

Have the  respondents  used   QR  codes?   80   60  

Do you  think  more   businesses  should  use  QR   codes?   100  

40

Percentage

20 0   Yes  

No

50 Percentage  

0 Yes  

No

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Purpose

•  •  •  • 

50 40   30   20   10   0  

2010

2010

2012

2012

Traveled with  

Percentage

80 70   60   50   40   30   20   10   0  

Percentage

Percentage

In Summary  –  Comparison  with  2010   60   50   40   30   20   10   0  

2010 Females   Resident   of  city  or   nearby   area  

2012

Year

More respondents have traveled for leisure than for business More respondents are traveling with spouses/partner and children Number of respondents traveling alone has reduced Slightly fewer women took part in survey 17


Age Distribu5on   Male  

Female

Total

Under 25  

125

133

258

25-­‐34

188

168

356

35-­‐44

164

186

350

45-­‐54

165

144

309

55-­‐64

86

114

200

65+

57

57

114

785

802

1587

Total

200 180   160   140   120   100   80   60   40   20   0  

Male Female  

Under 25   25-­‐34  

35-­‐44

45-­‐54

55-­‐64

65+

•  Even distribution of men and women in survey •  Majority in the 25-44 age range

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Mom is  most  likely  to  be  Influenced    by  Brochure  

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Summary •  Target  Leisure  travelers   •  Target  Mom   •  Web  is  helpful  and  apps  will  grow   but  a  brochure  in  the  hand  is  s3ll   most  effec3ve  travel  and  leisure     marke3ng  tool  

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Thank you!  

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2012 Brochure Distribution International Survey Results  

In 2012 Professor Ian Cross conducted an international survey on the effectiveness of brochure marketing within the tourism and cultural ind...

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