Question

Topic: Research/Metrics

Study On Efficacy Of Flashdrives In B2c (tourism)

Posted by Anonymous on 11/28/2011 at 7:16 PM ET 250 Points
Hi,

I'm wondering whether anyone knows of good research on the efficacy of flashdrives as a way of getting material to visitors to a destination (preferably from a DMO perspective, but one pertaining to lodging or attractions would still be useful).

I've heard a number of people say that visitors are much more likely to just take them and blank them or throw them away, and that physical visitor guides are a better vehicle (or CDs for digital content). That goes against my personal experience, and I'd love to see good numbers on this, if someone has produced a study.

Thanks!
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RESPONSES

  • Posted by Jay Hamilton-Roth on 11/29/2011 at 3:17 PM Accepted
    It all depends on: the type of tourist, their technology "profile" (what electronic devices they bring traveling, what connectivity they have, USB-support, CD-ROM support), etc. Why not eBook/PDF format?
  • Posted on 11/29/2011 at 4:13 PM Author
    Hi Jay,

    That''s part of what I would hope a study like this would show, is the overall tech profile of the average distance tourist. We currently use a CD with all of our multimedia on it, but I see more and more great hotels/resorts and DMOs turning to flashdrives, and am curious what the market research says about it.

    Thanks.
  • Posted by Sher Miller on 11/29/2011 at 5:02 PM Accepted
    I don't have any numbers on this, but if you get bulk custom imprinted flash drives, even if the recipient blanks it, they still have a drive they use, and see your logo and/or contact info every time they do. It's a fact that people are much more interested in, and likely to keep, items that are personally usable. There's also a chance they'll move the data to their own hard drive rather than just deleting it. The perceived value is also quite high so the recipient is more likely to remember where they got the thing.

    I wish I could give you more info, but at this time I haven't been able to find anything on conversion rates, ROIs, or other metrics. Wish I could, though. Interesting idea.
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