#GaGTC15 Rethinking Your Print Guide Strategy Berkeley Young, Young Strategies

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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. Page  5 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.

Print is not dead

Worst reason to print guides & rack cards: Best reason: Because we always have 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 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?

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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

YOUR LOGO 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

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Know YOUR GEORGIA visitor and how to use a print visitor guide to: Inspire the visit Fulfill an inquiry Provide information within the destination

YOUR LOGO Page  18 Inspiration Friends, family, coworkers Reading, watching, listening Search OTAS, Trip Advisor, Facebook, Destination & lodging Booking Airfare, car rental lodging Planning Request visitor guide & destination info. Trip Advisor, Yelp, Twitter, Facebook When do you connect with potential guests?

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YOUR LOGO Page  20 Fly-inCar rentalHotel roomDrive-inHotel room When do you connect with arriving guests? From airport to hotel room with no human contact From gateway to hotel room with no human contact

Factors to consider: Budget Size Destination type Strategy – Inspiration -increased visitation - fulfillment Increased engagement - in-market Shelf-life Seasonality

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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) Fulfillment (Mailed) In-Market (Events) CoverHookPlace & HookPlace Wow experiences  Great Photos  DiningEditorial Ed & List ShoppingEditorial Ed & List AttractionsEditorial Ed & List LodgingEditorial 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

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YOUR LOGO Instuctor Contact Information Berkeley Young, Young Strategies, Inc (I REALLY DON’T GET TWITTER) Page  27