Reaching Tourists Online With Your Print Brochures And Flyers
In the tourism industry, there is still a significant amount of engagement with visitors that takes place with printed marketing collateral. You almost certainly have a trifold brochure or flyer that you distribute through tourism offices, hotel lobbies, and other areas where visitors hang out. This brochure lets a visitor know what to expect, where you are, when you're open, and possibly what you cost.
And why not. The brochure and flyer are time tested, effective ways to engage with a visitor coming to or already in your destination. The inherent design of a brochure forces you to be concise and deliver the most relevant information quickly. They are easy for a visitor to pick up and take with them as they explore your area. They are the offline version of the vaunted landing page on the web.
Most of us have made the costly commitment to try and manage a website, maintain a tripadvisor listing, run a social fan page on facebook and twitter, plus try to be "content" experts with a local destination blog. Usually it's good for a couple of months, but then the time and money commitment becomes too much and it becomes another abandoned marketing channel. It's all too much when you are trying to run a tourism facing business all day, everyday.
You need a way to communicate with destination visitors online that meets the following criteria:
Doesn't require a big effort in time.
Doesn't require a significant investment of money.
Reaches visitors in multiple digital channels (social, email, website).
Is easy for visitors and partners to share across their digital channels.
This is where your print marketing collateral comes in to save the day. You can serve your online visitor as effectively as you serve your offline visitor.
Your print marketing brochure already has the content created so you don't have a big effort in creating new content.
You already made the investment in the design and presentation of the brochure so your only costs are converting it to a friendly web brochure and hosting it online.
Print marketing is already designed for decentralized distribution, so the content is compact enough to easily be distributed across digital channels.
Because of the self-contained design of your brochure, it becomes easy for visitors and partners to distribute it across their online networks.
Just take a look at the example below. It took the owner of this brochure under two minutes to convert their print marketing from a physical brochure to an online brochure and start distributing it across multiple online channels.
In this example, the tourism business has taken the PDF version of the print brochure (the file that you'd send to your print services company) and uploaded it to simplebooklet. It was automatically converted into a microsite with its own dedicated web address. It took the tourism business no more than 2 minutes from upload to being ready to distribute online.
This business also didn't need to make new content for the web. By leveraging their existing brochure, all that great content is put to work online. The content is SEO optimized, making it very easy for search engines to surface it in google or bing.
Brochures and flyers all have very compelling first pages. They are communicating the value of the business in the image and first few words displayed. This content storytelling is very effective translated online as well. That cover page can be used in emails and across social networks. The same way you want to pick up that brochure from a card rack has the same engagement effect when seen in an email or on a social network feed.
Being displayed on a dedicated microsite online means you can ensure that the content stays centrally focussed. It doesn't get diluted by other content and messaging. Plus, with the microsite, you can support the content with multiple touch points with your potential customer, giving them the tools to contact you by email, by phone, and get directions to your business in google maps.
It also looks professional, which when creating that first impression with your customer, is the difference between a customer thinking you really are a trustworthy business and not just some fly by night operation.
Your print brochures and marketing collateral has new life online.
Multiple Brochures and Flyers
Typical tourism businesses have multiple pieces of collateral. It could be a breakfast and lunch menu, a buffet menu, different brochures for different times of the year, holiday special brochures, and the list goes on. Bundling all of these pieces online can ensure that a visitor finds what is most relevant to them and even introduces them to other options in the market.
Some tourism businesses also bundle complimentary activities and services in a destination on their gallery page. This helps the visitor by providing helpful information and creating a positive experience.
Reaching Visitors In The Online Places They Hangout
Post it to Facebook
Your brochure cover page looks great and is compelling. So post it to your facebook newsfeed. And do it a few times a month to keep it front and center for your destination fans.
Add it to Google Maps
Updating your Google My Business listing to contain a link to your brochure microsite is very useful, especially if you haven't claimed your business there with a website. Having your brochure right in the google map is a great way to provide a map's user access to timely information that is easy to quickly consume.
Pin it to Pinterest
Adding your brochure to pinterest is a great way to have it get bundled with other destination relevant content. You'll find your brochure gets pinned to boards with content that enhances and lends credibility to your product or service. Tourism brochures get pinned to destination pinboards, menus get pinned to favorite restaurant boards. Your brochure will end up getting pinned to multiple boards and discovered by visitors planning a trip to your destination.
Embed it on your own existing website
Hey, this is where people actively look for your stuff. Why not make sure your brochure is there and ready to be flipped?
Make it downloadable
When you save your brochure as a PDF on simplebooklet, your visitor can take your brochure offline but still have it on the device they carry in their pockets as they explore. It's convenient for them and environmentally friendly to your destination.
Add it as part of your email signature
Placing the link to your brochure in your email signature means it's available to anyone who reads your email correspondence. They can refer back to any email you've sent and view it again and again.
Send it to your email list
With the Simplebooklet mailchimp integration or just as a stand alone email, you'll send a rich html email that highlights the cover page and encourages your recipient to open your newsletter.
Use your QR code
Every simplebooklet microsite has a QR code. Place this on all your print collateral so it's easy for a visitor to import your print brochure onto their mobile device. It's also good to print the QR code onto a physical rack card, so when your brochure runs out in the local tourism bureau, there is still a way for that visitor to get ahold of your brochure digitally. That physical QR code stays in the empty space where your brochures would usually be placed.
Local Associations, Destination Marketers, Tour Operators, and Chambers of Commerce
Promoting a destination often involves a lot of different associations and groups. These associations have a lot of online and offline reach to potential and in-destination visitors. Getting these associations to promote your online brochure can go a long way to getting more awareness and engagement to your potential visitor customer base.
Even better, encourage your association to start their own simplebooklet account and start promoting their members print brochures online as well. Often, the association has a tourism office in your community. Getting that location to start distributing and making visitors aware of the digital versions of your brochure can be extremely helpful. It also helps reinforce the local expert designation that hotels, tourism bureaus, chamber of commerce, and tour operators want to present. They become a single online destination for all local print collateral.
Tourism related associations can create the digital card rack for your guests/visitors or offer accounts to complimentary tourism businesses to upload their print collateral to the same online brochure rack.
It's time to start putting your print marketing collateral online and squeezing out more return on your investment.