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Take One’s new research shows that a multi-media approach is advisable, and including printed material is still the most effective way to attract visitors to an attraction.
The research explored the relative importance of the different media channels in making the decision to visit a specific attraction amongst 1,000 attraction visiting adults who were asked about their last attraction visit from home, and the last when staying away from home. From the results it is clear that all channels have a role to play but that printed leaflets are the most influential, with 12% citing them as THE reason they visited that particular attraction, and 21% mentioning them as one of the reasons. Guidebooks and brochures, also printed, were closely behind at 11%; ahead of websites and social media.
If the impact of ‘word of mouth’ is also factored in (BDRC Continental, who did the research, use their ‘Grapevine’ model to assess this) then the impact of all channels increases – in the case of leaflets from 21% to 35% , suggesting that a leaflet has an impact upon visiting behaviour in one in three potential customers.
At the more detailed planning stage the attraction’s own website and search engines are used more extensively – to research the attraction and plan the practicalities of the visit. Leaflets are still used, but to a lesser degree.
When shown a series of statements in relation to leaflets over 60% agreed with the statement that ‘I find these leaflets useful when deciding where to visit, and over 40% said ‘I keep a collection of attractions leaflets at home for future reference’.
“There has been a lot of hype about new media channels during the last few years; they do offer some really exciting opportunities to get a message out there. But this research clearly endorses the view that you need to use traditional and digital channels in tandem to execute a really effective communications strategy.
Having an eye-catching leaflet with great content will create the initial interest and influence the decision to visit an attraction. It is something that can be taken away and referred to later, and in that sense is always available; the customer is very much in control of the timing of the decision-making. On the other hand, social media, for example, is less easy to control as the message is placed at a time to suit the sender’, commented Philippa Harris, Managing Director, Take One.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
