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Not only is print still used in trip planning, it has proven to remain extremely influential in the visitors’ decision-making process once in-destination. For example, Bentley University’s survey revealed that brochures influenced the travel plans of 73% of visitors who picked them up, and that 78% of visitors planned to visit a business they saw in a brochure.
“Print media offers a more physical, tangible medium to consumers,” explains CTM’s Regional Director of Sales (Southeast), Carrie Fisher. “It’s something a tourist can take with them. It’s more professional, more convenient & more sentimental.”
What does all of this mean for those concerned with marketing a destination, experience or business to American tourists?
The advantages of social media are that they allow you to reach millions of people with just the click of a button, often times allowing marketers to be more creative & targeted with their material. Yet, even with all these advantages, print media is still more trusted by Americans. According to a survey conducted by MarketingSherpa, 82% of Americans trust print ads when deciding to make a purchase. Comparatively, online pop ups were only trusted by a quarter of Americans.
Clearly, a balanced combination of both digital and print media is proven to be most effective in grabbing the attention of American travelers and getting them to plan a visit to your location.
Eric Cantz, a CTM Media Group Media Consultant, elaborates on the importance of striking a balance between digital and print marketing: “We live in an integrated media and marketing world where all media formats work together to accelerate the consumer decision making process. We expect our visitors, after they discover a rack card/brochure, to then do additional online research like find directions, check out TripAdvisor reviews, Yelp reviews, and more. Then they can make a decision of Yes or No. No one media format works alone in today’s world – it’s all integrated and works together.”
In this so-called “technological age,” companies shouldn’t be looking to choose digital media over print…or vice versa, but rather they should aim to find a perfect balance in their marketing strategies where one complements the other.
Pilar Ahmann, a CTM Media Coordinator, sums up the strength of both digital and print media and why they complement each other so well: “Digital media provides exposure and convenience to the marketing world while print provides tangibility and credibility. The combination of these components helps to create an impactful and powerful marketing campaign.”
Job Posting: Marketing Internship – 2019/2020
CTM’s Marketing Department is seeking a highly motivated, resourceful and tech-savvy student to serve as our Marketing Intern. The intern will work directly with the Marketing Director to learn the process behind Social and Digital content management through hands-on experience. The intern will develop and execute content for the company’s main Social Media platforms including LinkedIn, Twitter and Instagram. The intern will also learn how to research content ideas for blogging and emails and will work with the Marketing Director to create and write industry-related content.
Requirements:
Applicants should have a strong level of experience using Social Media, a demonstrated writing ability, strong organizational skills and a high level of enthusiasm and creativity.
Key Responsibilities:
– Collaborate with the Marketing Director to gain an understanding of how and what we communicate to reach our primary audiences.
– Conceptualize and create relative content that enhances CTM’s position in the industry, builds meaningful connections and encourages engagement.
– Seek out engaging story ideas for Social Media posts.
– Create interesting and fun video content geared towards our specific audience for Social Media.
– Schedule weekly social posts utilizing a Social Media Management Platform such as “Hootsuite”
How to Apply: Applicants should submit: your resume along with a cover letter explaining your interest in this position as well as a list (with links) of your personal public social-media channels (if any) to mtedesco@ctmmedia.com.
Terms of Internship: Internship will be in exchange for Academic Credit.
Location of Internship: Stamford, CT
CTM is proud to present the March recipient of the “Leaders in Hospitality” award to Abner Withers, General Manager of Courtyard by Marriott, Long Island City.
CONGRATS Abner!
- How do you usually start your day
- Where did you start your career?
- What is your favorite food?
- Do you have a favorite vacation spot?
- Which part of NYC is your favorite and why?
- What is one thing every tourist or visitor should do in NYC before they leave?
- How important is handing out local information to guests?
- What’s the most important thing you use when helping guests?
- Where do you see yourself in 5 years?
- Do you think brochures are helpful in your day to day?
- What do you like to do on your day off?
CTM is all about FUN, and today is no exception! As much as we think having a “Brochure Rack Selfie-Taker” would be an awesome position, it’s currently just an April Fools’ joke and we hope you found it to be as funny as we did!!
Sorry to disappoint! HAPPY APRIL FOOLS’ DAY!  
Looking for a highly skilled selfie-taker to join our CTM Media team! The position will be located in our Stamford CT office. Candidate must be willing to travel during the work day between CTM host locations in the NYC, NJ and CT areas and take selfies in front of our Visitor Information brochure stands.
 
Candidate must possess the following skills in order to be considered for the position:
 
– The ability to extend your head away from your neck while taking selfies
– A strong knowledge of how to use your phone’s camera and not take blurry pictures
– Expert in using a selfie-stick without watching where you are walking
– The ability to relax your mouth and exhale while blowing air through your lips as you smile (aka: Duck Face)
– Understanding of how/when to tilt your phone, not your head, while taking selfies
– Must be willing to look silly in public and be OK with odd stares from strangers
– The ability to do 100 finger push-ups in less than 60 seconds
– Good wrist control, doesn’t tire easily
– Bubbly, happy, energetic personality is a must!
 
If you believe you’ll be a good fit for this position, please Click Here to apply!
 
Click Here for salary + benefits information!
 
 
 
CTM Media Group is proud to be an equal opportunity employer. We rely on diversity of culture and thought to deliver on our goals. As such, we seek talented, qualified employees regardless of race, color, sex/gender, including pregnancy, national origin, ancestry, religion/creed, disability, age, genetic information, sexual orientation, gender identity or expression, transgender status, familial status, marital status, civil union status, citizenship, veteran status, or any other category protected by applicable law.
Job Type: Full-time
When Mother Nature strikes a new season, it doesn’t matter if you own a mom-and-pop ice cream shop down the Jersey Shore, or a ski resort in the Vermont…every business is bound to face an off-peak period which is why it’s so important to make up for slower months during the busy season.
While there may not always be a way to avoid the slower months, strategically marketing your business in both the peak and off-peak seasons could help improve sales, increase clientele and set you up for an even more successful busy season.
Liz Loshikian-Dratman, a Media Consultant here at CTM offers some valuable insight into how she helps clients manage and prepare for their slower months:
“When it comes to properly planning out my clients annual Marketing Plan, I have to be creative in coming up with ways we can continue to provide them with exposure even during their off-season. Let’s face it: if their doors are open year-round, their info should be out year-round as well! Participating in our Maps is a great way to ensure year-round exposure while heavily hitting the market during peak season by adding in distribution and other programs. This is also a great way to work with our clients budgets during the slower season as well. My clients have been very appreciative of our ability to work within their seasonal budgets and make sure we can have their information out there at all times.”
Here are some additional off-season tips & tricks from our team:
Increase Audience: We’ve seen hundreds of clients pull off successful off-season marketing campaigns simply by promoting off-season specials and coupons in CTM’s maps or through brochure distribution and digital programs. Continuing to promote your business all year long is key to making sure you capture the right audience during both busy and slower months. According to Laura Capshaw, one of our CTM Sales Managers:
“Being able to offer exposure opportunities for my clients in high traffic premium locations is a great way to ensure they are still getting exposure even during the off-season. People are traveling and stopping at rest areas and visitor centers 12 months out of the year!”
Work with your local CVB: Did you know your local CVB can help promote your business for little to no cost! CVB’s ensure your business to be an option for all travelers that come into your area and promote to a wider range of audience, during those busy and slow months…
“We rely on our friends at Discover Lancaster, Explore York and Visit Hershey-Harrisburg to help us with some of our off-season marketing efforts by attending trade shows and sales missions that our own budget wouldn’t allow us to attend on our own. They all do a great job of promoting all there is to do in the area and we value their partnerships!”
– Bob Adams, The Turkey Hill Experience, Lancaster PA
Get ahead of the game: Off-season is the perfect time to get ahead of the game. Catching up on projects and ideas that you typically wouldn’t have time to tackle during the busier months is a great way to prep for the new season! Focus on Marketing initiatives such as redesigning your website or catching up on your social media accounts as ways to prepare for the peak season during off-season. Reach out to your Neighbors & Local Community: Partner with local businesses to brainstorm ideas for marketing in the off-season. And don’t forget to focus on the locals in your area! Locals are always looking for fun things to do on the weekend, and visiting your business or attraction could be just what they are looking to do.
CTM Media Group along with Certified Folder Display hosted a highly informational webinar on March 6th, 2019 regarding “What Positively Impacts Visitors During a Trip.” For those who were unable to attend the webinar, it’s been posted online for you to view!
As a recap of the Webinar, based on research findings by Bentley University’s Visitor Information Survey conducted during the Summer of 2018, 79% of visitors picked up a brochure during their trip while searching for fun things to do (up from 67% in 2016).
According to Professor Ian Cross at Bentley, “The decline of print advertising predicted by marketers was over hyped. Even in this digital age, people still value tangible ‘in-the-moment’ printed materials like brochures, maps and travel guides. They are still very relevant to tourists and visitors.”
Here are the top ways brochures positively impact visitors during a trip:
#1. 4 out of 5 visitors picked up a brochure during their trip (79%)
#2: 3 out of 4 visitors were influenced by a brochure in-market at their destination (73%)
#4: Nearly 3 out of 4 visitors would consider altering their plans because of a brochure (73%)
- How do you usually start your day
- Where did you start your career?
- What is your favorite food?
- Do you have a favorite vacation spot?
- Which part of NYC is your favorite and why?
- What is one thing every tourist or visitor should do in NYC before they leave?
- How important is handing out local information to guests?
- What do you see as a role of the hotel that further improves their stay?
- Where do you see yourself in 5 years?
Picture this: You’re on vacation. You’re just returning to your hotel from a long day exploring the area. You’re hungry. As you walk through the hotel lobby to get to your room, you see an ExploreBoard and decide to check it out with the hopes that the answer to your “what’s good to eat around here” question will be answered. You click the “Eat & Drink” button on the screen…and, voila! A list of local restaurants pops up. But not just a list…a picture list. Each restaurant has a picture clearly defining who they are and what type of food they offer. Juicy burgers, deep dish cheesy pizza, craft beers in a frosty glass, mouth-watering tacos….You click on the pictures that interest you, and are instantly provided with a snapshot profile of the restaurant. Photos, videos, their location, hours of operation, accepted payment types, parking info and even a “fun fact”. I mean, how unfulfilled would your life be if you didn’t find out that each of the Rainforest Friends at the Chicago Rainforest Café have a name and together are known as Cha! Cha! And the Wild Bunch!
Getting yourself in front of tourists at the exact moment they are looking for a place to eat is priceless. Sure, visitors can access information 24/7 on their phones or tablets…but what matters most is what’s directly in front of them the moment they want it.
“We are not a restaurant that spends much money on marketing. We believe word of mouth is the best way to keep our business strong and it has worked for us. The only problem with that approach is we miss all the Central Pennsylvania tourist industry which is a huge market. Our first month using CTM I noticed New York families at our restaurant for brunch. This trend has continued. We are seeing new faces from out of town regularly. I have seen clear results and will continue to keep CTM in my marketing budget! – Jim Switzenberg, John Wright Restaurant – Lancaster, PABased on 2018 results, the “Eat & Drink” ExploreBoard homepage button was the #1 most user-requested button across the board. Being part of an exclusive list of restaurants showcased on our digital ExploreBoards gives you an advantage over the hundreds of other restaurants you are competing with on internet search sites. Displaying your restaurant as a dining option right in the hotel lobby provides you access to thousands of potential new customers! And giving those potential customers the option to book a table, check out your menu and see photos of your food and restaurant increases your visibility exponentially.
So ask yourself this: Are you maximizing your exposure and getting yourself in front of the thousands of guests staying at local hotels in your area? Are you missing out on capturing the “hungry tourist” looking for the best places to eat while on vacation? If so, then it’s time you connect with CTM Media Group! CTM is the expert in bringing tourists to the palm of your hands and delivering tangible results to your business in a way that no one else can.