The reach of a printed brochure can be as much as 8 times greater than a single reader
Consumer Research by Bentley University’s Centre for Marketing Technology during 2016 in North America, Europe and South Africa indicates that more than 4 in 10 visitors value brochures because they are easy to share (44%) with friends and family on the trip and that the message within the brochures reach far more than a single visitor. Printed brochures are more easily shared than electronic information on a device. In fact, tourism and travel brochures are designed to make it easy to read and share information about new places and things to do.
Out of the visitors who picked up a brochure:
- Over 1 in 2 shared a brochure with 1-2 people (57%)
- Over 1 in 3 shared a brochure with 3-4 people (35%)
- Nearly 1 in 10 shared a brochure with 5+ people (8%)
Therefore, the distribution reach of a printed brochure can be as much as 8 times greater than a single reader and in many cases at least 2-4 times greater.
Powerful Reach | Hugely Influential
A 'Word of Mouth' recommendation between friends and family is known to be hugely influential. Sharing a brochure works in the same way. If you combine the facts above with the 10 ways brochures positively impact visitors during their trip (below), as confirmed by the Bentley University Research, you will begin to understand the reach and power of brochures as an influencer of visitor behavior during their trip.
Research note: The above is based on Consumer Research by Bentley University’s Centre for Marketing Technology during the summer of 2016. The research was undertaken among visitors in 17 locations in North America, Europe and South Africa. 1,732 visitors responded to the survey.