IAPBD ANNUAL MEETING
> C L I C K H E R E T O L E A R N M O R E A B O U T T H E I N T E R N AT I O N A L A S S O C I AT I O N O F P R O F E S S I O N A L B R O C H U R E D I S T R I B U T O R S
T
he results are in:
Brochures are still the
No. 1 way to reach
travelers. The 2014 visitor
survey released by Bentley
University's Center for Mar-
keting Technology this sum-
mer polled 2,751 tourists
internationally. The results
were reviewed at the Interna-
tional Association of Profes-
sional Brochure Distributors
annual meeting in Den-
ver in September.
"The survey
reaffirms that
brochure distribu-
tion is a necessary
and worthwhile in-
vestment," says Bill
Deering, Senior Vice Presi-
dent and General Manager of
Certified Folder Display
Service, host of the annual
meeting. "Brochures and
visitor guides are the most
important influence when
people are traveling."
IAPBD, started in 1975,
helps brochure distribution
companies thrive amid the
trends and challenges of
today's technology. Its 37
members serve 70,000-plus
rack locations worldwide.
The survey, which in addi-
tion to 2014 also was con-
ducted in 2010 and 2012,
acknowledged the impor-
tance of the online searches
to travellers.
According to the stats, be-
fore-trip web research influ-
enced 53 percent of travelers,
brochures 31 percent.
During a trip, the influence
flip-flopped: 53 percent cited
brochures as a major influ-
ence, compared to 46 percent
who said web searches.
"The survey confirms that
brochures play an important
role in conjunction with the
Internet before and during a
trip," Deering says. "They re-
ally go hand in hand."
During the IAPBD meet-
ing, one panel discussed
kiosk technology upgrades
such as the transfer of data to
smartphones.
Many Certified racks are
equipped with QR codes that
link to visitortips.com, where
online brochures can be
downloaded to smartphones.
still no. 1!
International survey reveals brochures at the top
CLICK
HERE TO VIEW
ALL THE 2014
IAPBD SURVEY
RESULTS
Tourists still
prefer brochures.
iapbd welComes
2 new members
T
he IAPBD introduced
a couple of new mem-
ber at its annual meeting
in Denver recently.
Canada-based image-
works publishing &
design is a small distribu-
tor operating since 1992
on Prince Edward Island.
ImageWorks designs
and publishes the island's
Visitors' Guide for the
provincial Department
of Tourism.
Based in Cape Town,
brochure management
is South Africa's largest
tourism industry network,
representing 19 inde-
pendently owned fran-
chise brochure firms.
BRIEFLY…
