Remember that feeling of unfolding a crisp, new map, tracing your finger along winding roads, and dreaming of your next adventure? Or stumbling across a quirky, hand-drawn flyer for a local festival that completely changed your weekend plans? In this digital age, it’s easy to think those moments are ancient history. Everyone’s glued to their phones, right? We’re all about social media, SEO, and pay-per-click this, pay-per-click that.
But hold on a minute. Before you write off traditional marketing as something your granddad used to do, I want to challenge you to think again. Because, believe it or not, those “old-fashioned” methods? They’re still packing a punch, especially in the tourism and hospitality industry. And if you’re not using them, you might be leaving a whole heap of potential customers – and money – on the table.
This isn’t about ditching digital. Absolutely not. It’s about understanding that a smart marketing strategy uses all the tools in the toolbox, and sometimes, the “old” tools are the perfect fit for the job.
The Human Touch in a Digital World
Let’s be honest, we’re all bombarded with digital noise. Ads pop up, emails flood our inboxes, social media feeds scroll endlessly. It’s a constant battle for attention, and frankly, it’s exhausting.
That’s where the beauty of tangibility comes in. A well-designed brochure, a thoughtfully crafted postcard, even a striking billboard – these things offer a physical experience that digital just can’t match. There’s a weight, a texture, a feeling that connects with people on a deeper level.
Think about it. You pick up a brochure for a charming countryside B&B. The paper is thick and textured, the photos are stunning, and there’s even a little hand-drawn map of local walking trails. You can almost smell the fresh-baked scones and hear the birds singing, can’t you? That’s not something a banner ad can achieve.
And it’s not just about warm fuzzies. Research backs this up. A 2017 study in the European Journal of Hospitality and Tourism Research found that a whopping 94% of hotels surveyed still provide printed brochure displays. Why? Because the front desk staff – the folks who actually talk to guests – overwhelmingly prefer to assist them with printed materials. It’s practical, it’s personable, and it works.
And let’s not forget the credibility factor. In a world of fake news and online scams, established traditional media outlets (newspapers, magazines, radio) often carry more weight than some random blog post or social media influencer. A study in the International Journal of Research in Business and Social Science found that traditional media still ranks “high in terms of credibility” for tourism information (Chiguvi, 2022).
“But,” I hear you cry, “print is dead! Nobody reads newspapers anymore!”
Not so fast. While it’s true that national newspaper readership is declining, local and community newspapers are often thriving. And that’s where the gold is for many tourism businesses.
Targeting the Untapped Audience
Here’s a secret: not everyone lives their entire life online. Shocking, I know! There are still plenty of folks, especially older demographics and those in rural areas, who aren’t glued to their smartphones 24/7. And if you’re only focusing on digital marketing, you’re completely missing them.
Take our friend Kay, for example, a very typical owner/operator of a farm-based tourism business. She’s got a website, sure, but her real bread and butter? It’s the local community. It’s the folks driving past her farm, seeing the sign, and stopping in. It’s the families picking up the local paper and seeing her ad for a “Pick-Your-Own Stawberries” day. It’s the tourists who might grab a flyer at a visitor centre when exploring the nearby town. Those are the people who might be interested in taking a farm stay with her!
And it’s not just rural businesses. Even in bustling city centres, traditional methods can be incredibly effective for targeting specific geographic areas. A well-placed billboard near an airport, for example, can capture the attention of arriving tourists before they’ve even had a chance to Google “things to do in [your city]”.
Research by Park (2015) showed clear demographic differences in media preferences. Older folks? They’re still engaging with television, newspapers, and brochures. Younger generations? More likely to be on social media and mobile. The takeaway? You need to know your audience and choose your channels accordingly. A “one-size-fits-all” approach simply doesn’t work.
“But social media lets me target exactly who I want!” I hear you say.
Yes, digital targeting is powerful, but it’s not foolproof. Algorithms change, privacy concerns are rising, and ad blockers are becoming more common. Plus, even the most sophisticated targeting can miss people who might be perfect customers but don’t fit neatly into a pre-defined box. Traditional methods can help you reach those “hidden” audiences and cast a wider net.
Creating a Seamless Customer Journey
The smartest marketers aren’t choosing between traditional or digital. They’re using both, creating a seamless, integrated experience that guides customers along their journey from initial awareness to booking and beyond.
Think of it like this:
- A striking billboard near a popular tourist attraction sparks curiosity. It features a stunning photo and a simple, memorable tagline, along with a QR code.
- Curious tourists scan the QR code with their phones, landing on a mobile-friendly website with more information, beautiful photos, and a special offer for a discounted stay.
- They book their stay, and a few days before their arrival, they receive a personalised email with a link to a downloadable PDF brochure highlighting local attractions and activities.
- When they arrive, they find a beautifully designed, printed map in their room, highlighting walking trails, local restaurants, and hidden gems.
See what’s happening? Traditional and digital are working together, each playing to its strengths. The billboard creates initial awareness, the QR code drives online engagement, the email builds anticipation, and the printed map enhances the in-person experience.
This is what Chiguvi (2022) meant when he concluded that traditional and online media are complementary. They’re not rivals; they’re partners. And a study focused on South Africa’s KwaZulu-Natal province found that using multiple channels, including traditional ones, was important for effective destination marketing.
And it’s not just brochures, but traditional techniques in general. We worked with a client recently who was struggling to bring people through the front door. We recommended that they started sending a regular email newsletter to their past customers, and it quickly helped bring them back again and again.
“But this all sounds complicated,” you might be thinking. “I don’t have the time or expertise to manage both traditional and digital marketing!”
That’s where a good marketing partner comes in (ahem, like Scott Aussie Tourism Marketing!). We can help you develop a tailored strategy that blends the best of both worlds, creating a cohesive and effective campaign that reaches your target audience and drives results.
Making a Memorable Impression
Let’s face it: the digital world is noisy. We’re constantly bombarded with information, and it’s easy for things to get lost in the shuffle.
That’s where traditional marketing can offer a real advantage. A clever radio ad, a beautifully designed print piece, or a truly spectacular billboard can cut through the clutter and make a lasting impression.
There’s a certain “retro” appeal to traditional methods these days. In a world of fleeting digital ads, a tangible object can feel more special, more valuable. It’s like receiving a handwritten letter in the mail instead of another email. It stands out.
And let’s not underestimate the power of visual impact. A giant billboard showcasing a breathtaking landscape or a mouth-watering dish? That’s hard to ignore. It’s a “wow” factor that can instantly capture attention and spark that desire to travel.
“But isn’t digital more creative?”
Creativity isn’t limited to any one channel! A truly creative campaign can be just as impactful (if not more so) in print or on the radio as it can be online. It’s about the idea, the story, the emotion you evoke, not just the medium you use.
Tracking the Tangible (and Intangible)
Okay, I’ll admit it: measuring the ROI of traditional marketing isn’t quite as straightforward as tracking clicks and conversions online. But it’s far from impossible. And it’s important to remember that not everything that matters can be measured with a simple metric.
Here are a few ways to track the impact of traditional campaigns:
- Unique phone numbers: Use a different phone number for each ad or campaign, so you can track which ones are generating calls.
- Offer codes: Include a unique code in your print ads or brochures that customers can use when booking to receive a discount or special offer.
- Website URLs and QR codes: As we discussed earlier, these can track traffic driven from traditional channels to your online platforms.
- Customer surveys: Simply ask your customers how they heard about you! You might be surprised by the answers.
- Foot traffic analysis: If you have a physical location, track visitor numbers before and after a traditional campaign to see if there’s a noticeable increase.
And don’t forget the intangible benefits:
- Brand awareness: Even if a traditional ad doesn’t lead to an immediate booking, it can still increase awareness of your business and make it more likely that people will remember you when they are ready to travel.
- Image building: High-quality print materials and strategic placements can enhance your brand image and create a perception of quality and trustworthiness.
- Creating a “buzz”: A truly creative and memorable campaign can generate word-of-mouth marketing, which is often the most powerful kind.
The key is to take a holistic approach to measurement. Don’t just focus on one metric; look at the overall impact of your campaign, both tangible and intangible.
Beyond the Algorithm
So, there you have it. Traditional marketing isn’t dead. It’s not a dinosaur. It’s a valuable tool that, when used strategically and in conjunction with digital methods, can help your tourism or hospitality business thrive.
It’s about understanding your audience, choosing the right channels, creating compelling content, and measuring your results. It’s about finding that perfect blend of old and new, of tangible and digital, to create a truly memorable and effective marketing strategy.
One thing is certain: If you want to really get the most out of your marketing campaigns, you can’t afford to focus solely on the digital space. Mastering traditional marketing methods will allow you to reach the widest possible audience and crack the code of truly effective marketing.In a constantly evolving marketing landscape, it’s crucial to have a partner who understands both the enduring power of tradition and the dynamic potential of digital. At Scott Aussie Tourism Marketing, we help tourism and hospitality businesses craft tailored strategies that blend the best of both worlds, creating memorable experiences and driving tangible results. Don’t get caught in the trap of thinking digital is everything. Embrace the power of traditional marketing, and watch your business soar. Because sometimes, the best way to move forward is to remember where we’ve come from.
