Printed Brochures and the Web

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Printed Brochuresand the Web

• Rumbletree CTM Brochures Silvertech

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Agenda

• Creative strategies
• Brochures as part of your marketing mix
• Utilizing the web - tracking efficiencies

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Finding Your Voice

• What is your brands voice?

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Strategy Statement
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Situation Overview

• Purpose- Outline a plan and process for marketing
  the newly designated Connecticut River National
  Scenic Byway over the next two years

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Situation Overview contd

• To Include a three-way partnership between
• State of New Hampshire Division of Travel and
  Tourism
• The Vermont Department of Tourism and Marketing
• Connecticut River Byway Council

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Goals

• Increase awareness of the area
• Foster industry support and participation on both
  sides of the river

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Objectives

• Build awareness of the Byway, its features and
  benefits
• Concentrate on building late spring and summer
  visitor volume
• Develop programs that will engage the industry
  and generate incremental revenue

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Target Audience
Definition The demographic characteristics of
the desired visitor

• Women who travel without children
• Couples ages 25-49 and ages 50-69
• Household income 75,000 or individual income of
  50,000
• Married or single
• More likely to travel by car

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Supporting Messages

• The Connecticut River Byway is rich with culture,
  offering historic sites, art galleries and
  museums
• The regions diverse landscape provides a variety
  of outdoor recreation opportunities including
  hiking, biking, swimming, fishing, camping, state
  parks and more

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Style/Tone

• Warm and friendly
• Diverse
• Authentic
• Quintessential New England

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Final Brochure
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Final Brochure
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Final Brochure
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• Thank You

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Brochures As Part of Your Marketing Mix

• The Research How Do People Use Brochures
• The Comparison Brochures Compared To Other
  Marketing Channels
• Brochures How to Use Them For Your Business
• Brochures and the Web How Do They Best Work
  Together

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The Research How do People Use Brochures
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The Research How do People Use Brochures
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The Research How do People Use Brochures
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The Comparison Brochures Compared to Other Media
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The Comparison Brochures Compared to Other Media
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The Comparison Brochures Compared to Other Media
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Brochures How To Use Them

• Distributing your own brochures vs. participating
  in brochures from other organizations
• Questions to ask yourself
• Competitiveness of your product
• Return on investment
• Timing of publications
• Market overlap
• Desired frequency of exposure

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Brochures How To Use Them
What kind of brochure should you use? Rack Card
- Multi-panel brochure - Digest / Magazine

• Considerations
• Production costs Printing and design
• Advertising space on your brochures
• Target Audience
• Purpose of brochure Selling tool vs.
  Informational tool

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Brochures How To Use Them

• Basic Design and Production Tips
• Header is most valuable real estate
• Dont forget a call to action
• Use paper stock that reflects your business, but
  dont spend more than you need to
• Use of coupons and tracking methods
• Emphasize contact information web and phone

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Brochures and The Web How They Best Work
Together

• Brochures drive traffic to the website, but can
  also work as a fulfillment piece
• Use brochures to
• Send traffic to dedicated URLs or specific pages
  on your site
• Highlight what your website has to offer
• Promote special product offerings available
  online
• Send traffic to website to obtain customer data,
  such as how did you hear about us

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• Thank You

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Utilizing the Web Tracking and Efficiencies
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• Custom Web Addresses and URLs
• Definition
• Real-World Examples
• Travel Tourism Applications

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• Custom Landing Pages
• Definition
• Real-World Examples
• Travel Tourism Applications
• Dynamic Possibilities

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• Website Tracking Software
• Definition
• Site Intelligence
• Travel Tourism Applications

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• PDF Printing on Your Website
• Definition
• Real-World Examples
• Required Components
• Travel Tourism Applications

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Thank You