Are offline marketing materials still relevant to visitors in a digital world?

Listen to it like a podcast!

It’s late 2020. My wife, kids and myself have been travelling for the last 8 months in our caravan around Eastern Australia.

Bumping in and out of locations every couple of days. We do a little research before we hit destinations, via Instagram, TripAdvisor and random blogs.

Other than hero experiences, most of the decisions we make on what to see and do are made when we arrive.

How do we decide what to do when we’re only in destinations for a couple of days?

It would be rare we don’t hit the visitor information centre first. We collect brochures and maps and take them with us to research further later.

This is our number one go to.

Our number two, is talking to the locals and business owners we meet as we experience their products and services.

We are just one family. Hardly a sizeable sample size. Are we unique though? I’m betting, no. We have a high technical aptitude and we still prioritise offline channels when we’re looking for inspiration.

We use online, to research our choices. Check reviews. Validate the business or experience. Get prices, hours, directions.

If we assume that I’m right and how our family behaves remains pretty typical of a large proportion of your visitors, it really begs answering some questions doesn’t it?

How do you lead the narrative with locals? How do you help them help you? Help your members?

What are brochures for? How can you help operators communicate through them?

What does it mean for your consumer website?

How do you create and share stories in VICs; connections between operators that disperse visitors further?


'An Absolute Must-Do'; the Book.

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