July 2013
Brochure Influence Research
In 2010, Professor Ian Cross conducted a brochure distribution research study for the International Association of Professional Brochure Distributors. In 2013, Alexa Kelly, student of marketing and international business at Arizona State University, USA, reproduced this study. Below is a summary of the results of 219 visitors surveyed in Sydney.
%URFKXUHV 67,// ,Qﾃ々HQFH $FWLRQ
86% 77% 72%
said that they would FRQVLGHU DOWHULQJ WKHLU SODQV as a result of picking up a brochure for an attraction or business.
61%
said that they planned to XVH D GLVFRXQW FRXSRQ offered in a brochure.
said that they SODQQHG WR YLVLW DQG DWWUDFWLRQ RU EXVLQHVV as a result of picking up a brochure from a brochure rack. said that they EHFRPH DZDUH RI D WUDYHO VHUYLFH RU DWWUDFWLRQ because of a brochure.
,Qﾃ々HQFH RI 6RXUFHV %()25( 7ULS 1. Web/Internet 2. Friend/Relative 3. Travel Guide 4. Map 5. Brochure 6. Visitor Centre 7. TV 8. Newpaper 9. Radio 10. Billboard
78% 75% 59% 49% 37% 36% 23% 17% 11% 9%
,Qﾃ々HQFH RI 6RXUFHV '85,1* 7ULS 1. Brochure 2. Map 2. Visitor Centre 4. Web/Internet 5. Friend/Relative 6. Travel Guide 7. TV 8. Newpaper 9. Billboard 10. Radio
88% 85% 85% 77% 69% 64% 21% 19% 18% 13%
Brochures are still the #1 source of travel information for visitors in-market