Rethinking Your Print Guide Strategy
Berkeley Young, Young Strategies
#GaGTC15
YOUNG STRATEGIES, INC
 Destination research and strategic planning
 Research for 100+ destinations in 26 states
 Communities, regions and states
 Travel industry focused
 National research data and trends analysis
 Writing and speaking
 Board workshops & planning sessions
 Listening to travelers
Page  2
YOUR LOGO
So many places to visit…
Page  3
YOUR LOGO
So many ways to market it…
Page  4
YOUR LOGO
AMERICAN EXPRESS SURVEY
"Increasingly, travelers want to see the world on their terms with
tailored, personalized and differentiated experiences that reflect
their passions and needs. The boundaries between technology and
personal service are being blurred, allowing more intimate
connections for travelers with the world around them.”
- Claire Bennett, executive vice president of American Express Travel.
Bennett said there were three major insights from the survey:
1. the travel industry is incredibly healthy
2. that travelers want both high-tech and high touch
3. travelers value a personal connection that makes a difference
when they travel.
Page  5
Print is not dead
Worst reason to print guides & rack cards:
Because we always have
Best reason:
Because we rethought our strategy
Two assets to market your destination
1. Staff time – how many?
2. Money – how big is your budget?
•
•
•
•
•
•
•
Brochures & Guides
rack cards
digital - web site - mobile
email marketing
social media
direct sales for groups
leisure/consumer shows
Two fundamental strategies
1. Inspire more people to visit
2. once they arrive – inspire them to:
stay longer
do more
spend more
1. Inspire more people to visit!
Visitor guide - comprehensive
 Fulfillment – mailing
 Distribution in racks
 Distribute at shows and events
 Expensive
Rack card – hook/attract
 Distribution in racks
 Distribute at shows & events
 Cost effective?
Will you fulfill inquiries, mail it or distribute it?
 Know your target geographic markets
 Drive routes
 Fulfillment or true inspiration
 Are you reaching them at home before they travel or
once they are on the road?
 Who is reading it and where are they in the planning
cycle when they are reading it?
 Have they already booked a room?
Page  12
Millennials value stories and photos
over video for travel inspiration
This group also prefers content about:
destinations (74%)
travel activities (68%)
accommodations (60%)
cruises (48%)
flights (37%)
Source / 26 page PDF: Yahoo Travel
1. Successful marketing starts
with solid research
2. You MUST monitor the ever changing
planning behavior of YOUR visitors
3. When does your print travel guide fit
into their planning process
Page  14
YOUR LOGO
Page  15
YOUR LOGO
Page  16
Know YOUR GEORGIA visitor
and how to use a print visitor guide to:
• Inspire the visit
• Fulfill an inquiry
• Provide information within the destination
When do you connect with potential guests?
Inspiration
Search
Booking
Planning
Page  18
• Friends, family, coworkers
• Reading, watching,
listening
• OTAS, Trip Advisor, Facebook,
• Destination & lodging
• Airfare, car rental
• lodging
• Request visitor guide & destination info.
• Trip Advisor, Yelp, Twitter, Facebook
YOUR LOGO
Page  19
When do you connect with arriving guests?
From airport to hotel room with no human contact
Fly-in
Car rental
Hotel room
From gateway to hotel room with no human contact
Drive-in
Page  20
Hotel room
YOUR LOGO
Factors to consider:
• Budget Size
• Destination type
• Strategy –
• Inspiration -increased visitation - fulfillment
• Increased engagement - in-market
• Shelf-life
• Seasonality
Page  22
Visitor Guide Basics
1. Cost determines size & format – big is not always better
2. Position & Hook – top front 1/3 – The Experience
3. A great cover photo of an “Experience”
4. Close the sale with “Must sees”
5. Attractions = “why visit? Experience”
6. Places to stay & eat & shop
7. User friendly map & directions
8. Mobile connectivity that works
Don’t let politics drive format & content
Inspiration
(Rack)
Cover
Hook
Fulfillment
(Mailed)
In-Market
(Events)
Place & Hook Place
Wow experiences



Great Photos



Dining
Editorial
Editorial
Ed & List
Shopping
Editorial
Editorial
Ed & List
Attractions
Editorial
Editorial
Ed & List
Lodging
Editorial
Editorial
Ed & List
Visitor Guide Do’s & Don’ts
 It’s NOT a phone book or business directory
 It’s NOT for locals, design it for first time visitors
 Bad photography hurts, great photos sell
 Verbosity & alphabetization are painful
 Venues are not activities – the event is!
 Focus on UNIQUE – dining, shopping
 Feature the unusual & noteworthy
 Focus on 365 days/nights
 Focus on room supply & demand
It’s all about you!
Do You Have
Any Questions?
Page  26
YOUR LOGO
Instuctor Contact Information
Berkeley Young,
Young Strategies, Inc
byoung@youngstrategies.com
704-677-4018
704-770-3333
www.facebook/berkeleyyoung
www.twitter.com/berkeleyyoung
(I REALLY DON’T GET TWITTER)
Page  27
YOUR LOGO