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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
England
France United States
Canada
2
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
4
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%
5
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
55%
35%
43%
31%
44%
8%
12%
9%
16%
13%
26%
28%
23%
24%
26%
20%
20%
22%
18%
11%
18%
38%
34%
45%
30%
71%
69%
69%
67%
76%
Brochure / Map
Travel Guide / Magazine
Friend
Visitor Center
Web / Internet
Newspaper
TV / Radio
Billboard
Mobile App
Other (specify)
Sources that influenced aJer arrival Influenced Somewhat Influenced Did Not Influence
7
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
0%
10%
20%
30%
40%
50%
60%
70%
Would extend their visit
Plan to use a discount coupon
offered on a brochure
Plan to purchase something
Would alter their plans
Plan to visit an aarac3on or business
Become aware of a service or aarac3on
9
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
11
What people like about Brochures
65%
35%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes No
Valuable visitor informa5on source
Yes
No
12
What people like about Brochures
56%
44%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes No
Learn about many aRrac5ons, tours, retail shops
Yes
No
13
What people like about Brochures
47% 53%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes No
Special deals, Current exhibits or ARrac5on
Yes
No
14
Technology Impact
15
QR Codes
0
20
40
60
80
Yes No
Have the respondents used QR codes?
Percentage
0
50
100
Yes No
Do you think more businesses should use QR
codes?
Percentage
16
In Summary – Comparison with 2010
0 10 20 30 40 50 60 70 80
Percen
tage
Purpose
2010
2012
0 10 20 30 40 50
Percen
tage
Traveled with
2010
2012
• 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
0 10 20 30 40 50 60
Females Resident of city or nearby area
Percen
tage
Year
2010
2012
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
Total 785 802 1587 0
20
40
60
80
100
120
140
160
180
200
Under 25 25-‐34 35-‐44 45-‐54 55-‐64 65+
Male
Female
• Even distribution of men and women in survey • Majority in the 25-44 age range
18
Mom is most likely to be Influenced by Brochure
19
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
20
Thank you!
21