What Happens When Visitors Don’t Find Your Brochure?

THOUSANDS OF VISITORS AND TRIP-TAKERS stop in front of Glance Brochure Display Racks every day, searching for inspiration. They scan the brochure selection, looking for places to visit, things to do, and experiences to enjoy.

Your brochure should be there, catching their eye, sparking interest, and influencing their next move. Even if they already know your business, you may not be top of mind at the moment they’re deciding what to do next. But when your brochure is missing, here’s what happens next:

• They don’t visit you or buy. If a visitor doesn’t come across your brochure, they may not think of you at all. Even if they’ve heard of you before, they are unlikely to remember you in the moment when they’re choosing where to go. A website or social media page won’t help if they’re not actively searching for you. Without that moment of discovery at the rack, your attraction, activity, or service simply isn’t in their plans.

• They can’t search for you online. Digital marketing works best when visitors already know what they’re looking for. But what about those who haven’t thought of you in the first place? If they don’t find your brochure, they don’t get that initial nudge to look you up. They won’t Google you, visit your website, or follow you on social media—because they don’t realise they should.

• They don’t spend. Every visitor who doesn’t find your brochure represents lost revenue. No tickets sold, no café stops, no gift shop purchases. Visitors are actively looking for experiences, but if they don’t see you in front of them, they will spend their money elsewhere.

• They don’t recommend you. Visitors love sharing their discoveries. A great experience turns into word-of-mouth recommendations that extend far beyond the original visitor. But if they never find you, they won’t tell their family, friends, or colleagues about you. They won’t suggest your business to others planning a trip.

• They don’t spread the word. No brochure means fewer visitors taking photos, writing reviews, or sharing their experiences on social media. The content that could have helped build your brand—authentic, real-world endorsements—never happens. Without visibility, your business remains invisible, both offline and online.

• They don’t revisit. A first-time visit often leads to a repeat one. Visitors who have a positive experience are likely to return in the future, perhaps bringing family and friends along. But if they never come in the first place, there’s no chance of winning their loyalty or securing their future business.

• They don’t become an ambassador. A memorable experience doesn’t just create customers—it creates advocates. The people who return, share your story, and help grow your reputation organically. But without the initial engagement, this long-term benefit never materialises.

• They go somewhere else. Visitors don’t leave gaps in their itinerary. They don’t wander around hoping to stumble upon something. If they don’t find you, they choose the next best alternative—the businesses that did make themselves visible. Your competitors gain the footfall, the spending, and the repeat visits that could have been yours.

Make Sure They Find You

Don’t assume visitors are thinking about your business—they’re not. Even if they know your name, they may not remember you when it matters most. Attention is fleeting, and choices are made in moments. If your brochure isn’t there when they’re looking, you’re missing out.

Glance Brochure Display Racks put your business directly in front of visitors at the right time—when they’re actively deciding where to go and what to do next. Keep your brochures where they belong—in visitor hands, delivering results year-round.