In this ever evolving world of handheld digital information, search and reviews, the notion of a Destination Marketing Organization still printing an Offical Visitors Guide is so...quaint. So Old School. So passe.
Yeah? Tell that the Albuquerque CVB...which has just increased its production of its Guide by 50,000 copies.
It ain't because they like carting boxes of Guides to the dump at the end of the year.
It's called "demand." And, it says a lot about that DMO's success in building awareness and interest in their destination.
Thinking about dumping your Guide? Maybe you should consider how to increase demand for it.
Just a thought....
So very true! quit trying to satisfy the county/area/district and give the customer what they are seeking. Top Tens, Unique Fun Stops, etc. Create travel opportunities instead of printing a membership guide.
Posted by: Jeffrey Mills | March 26, 2014 at 08:34
True dat. Visitors Guides that offer no more than listings SHOULD go the way of the typewriter. But, a Visitors Guide that looks and feels like a lifestyle publication? There will always be a market...if you have a product worth sharing.
Posted by: Bill Geist | March 26, 2014 at 08:47
There's also research released in recent days validating the role of vistor guides.
http://www.destinationmarketing.org/blog/new-research-reveals-official-visitor-guides-valuable-also-deliver-high-value-visitors
Posted by: Bill Baker | March 26, 2014 at 14:00
Thanks, my friend!
Posted by: Bill Geist | March 26, 2014 at 15:51
Adage; you cannot cran "feeling" into that effing little phone.
Posted by: Larry White | April 01, 2014 at 13:17
I had this bizarre idea of partnering with the local University for a dual cover guide with a third of the guide the University piece and two-thirds the destination piece. As they promoted the U, they also promoted the city (and the DMO's website.) Increased production by 25k and revenues!
Posted by: Stephen Koranda | April 01, 2014 at 21:49
"Bizarre," indeed. And yet...
Posted by: Bill Geist | April 01, 2014 at 21:59
We just ordered another print run of 10,000 visitor guides as we have had huge demand at Women and Kid Expo's. They are very popular for maps, coupons, restaurants and area attraction information.
Posted by: Julie Wearn | April 15, 2014 at 10:55
The State of Texas prints 900,000 State Travel Guides and in 2013 had to print an extra 300,000 due to demand...and that is with digital taking more of their marketing budget. And I agree with Bill's post that consumers want more editorial and not listings. Texas is changing their editorial and design in stages to address that need.
Posted by: Nelson Gumm | April 15, 2014 at 11:54
Gotta love it. Done correctly, print is far from dead.
Posted by: Bill Geist | April 15, 2014 at 21:53