The Center for Marketing Technology at Bentley University in Massachusetts is the institution’s hub for business projects and market research, working with large companies like Microsoft and Apple in addition to a number of new businesses and organizations. They take state-of-the-art marketing tools, software techniques and practices and apply them to real-world challenges.
In 2010, the Center conducted a survey of 15 international cities in the USA, Mexico, Canada, and Western Europe, with a total of 1,700 individuals participating. The study was designed to analyze how visitors use information during the planning phases of their trip as well as once they arrive at their destination. The study revealed the following information about visitors to new locations:
- 4 out of 10 used visitor information from brochures before arriving at their destination, but 3 out 4 locals and non-residents used brochure information once they arrived at their desired location
- 7 out of 10 leisure visitors became aware of a business because of a brochure
- 7 out of 10 visitors stated that brochures strongly influenced their travel plans
- 7 out of 10 looked for information at display stands, vs. only 3 out of 10 people using TV, radio, and newspapers to find information
- 6 out of 10 visitors would consider changing their plans after receiving information from a brochure
- 4 out of 10 surveyed planned to purchase something after reading about it in a brochure
Brochures are and always have been a great source of information due to their ease of use and convenient takeaway for visitors. They are still the number one source for visitor information in-market, and even the internet and mobile media have not replaced them as the most effective marketing and advertising media for tourist attractions.
To find out more about the Bentley Center for Marketing Technology and these studies, check out this video on YouTube.