Neuroscience studies support the view that reading on-screen tends to be more superficial, while reading on paper is deeper and more considered. Digital readers are also more prone to on-line distractions, while brochure readers are more focused, absorb information better and have better recall. Brochure readers are therefore better positioned to quickly make an informed decision to visit or purchase from you.
Brochures are always there, influencing right at the point of decision – just when visitors are actively considering where to go, what to do, see and enjoy. Well-designed brochures sit in prominent display racks and proudly present your product or service to visitors.
Because visitor brochures are usually displayed within a relatively short distance of your product or service, they are more effective in promptly converting ‘lookers to bookers’ and to winning business generally.
In an age where consumers are over-saturated with emails, tweets, pop-ups, and notifications, brochures are more personal. With brochures, the visitor has the option to choose yours and to read it now or read it later. When they do select it from a display stand, the very act of choosing means they are more likely to visit, engage or buy from you.
You can tell your story in a well-designed brochure, precisely as you want to. You can provide the compelling reasons to visit or buy, and you can end with a call to action. You can also include coupons, discounts or provide other incentives to prompt an immediate action or purchase.
Visitors are not always online. Even if they have a smart phone with them, brochures are easy to pick up and easy to read, at any time or anywhere. They are not dependent on digital connections. In a recent survey, 81% said they prefer to read print on paper, rather than online.
A printed brochure makes your product or service more tangible to visitors. They are an ever-present physical reminder of your business.
Brochures are easy to pass around and to share with friends and family. On average, visitors share a brochure with 2.5 others. And, when they are shared, it’s often a form of endorsement and can positively influence the actions of those it is shared with.
Because brochures and maps are made for sharing; concierges, front desk staff, and travel advisors use them to engage, inform and guide visitors. In a recent study by Visitor International (in the USA and Europe – including Ireland) hospitality professionals overwhelmingly favoured the use of print media to assist guests in their properties.
Brochures are tactile and engage far more senses than online. Print engages sight, touch, sound (turning the page), and even smell (fresh print). This means the impact of your message is heightened and it is also retained in the visitor’s memory for longer. It’s also why print is powerful in presenting and reinforcing your brand.
Print and distribution costs are very competitive, and the price per brochure keeps going down as the brochure volume goes up. There is also no wastage, as visitors actively select the brochures they are interested in, and not the ones that don’t appeal to them.
Brochures and digital media complement each other. Brochures can help drive traffic to your website or social media pages. Highlighting your web address or using a QR code on your brochure enables visitors to link directly to your website or social media platform where you can present more information or incentives to visit or buy. Brochures actively drive ‘visit or buy’ actions and digital devices often facilitates them.
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