Sunday, October 16, 2005
Bubbling about E-Brochures, and Misinterpreting the Bubble and the non-Print Decision, and Other Stuff
Speaking of that, the Greater Phoenix Convention and Visitors Bureau is switching to e-brochures. Here are highlights from the article about it (the full article is at http://www.dmnews.com/cgi-bin/artprevbot.cgi?article_id=34357 )
- executives realized they were missing opportunities to market to visitors because it took up to eight weeks to send them free Phoenix travel guides by mail. "By the time the brochure arrived, either the trip was over or the desire was gone..." [what happened to quick turnaround supposedly demanded by today's print customers? -- JWW]
- users click on the ads, choose their categories and enter their e-mail addresses and ZIP codes, the bureau promises to send a "customized electronic brochure with information just for you, as well as special offers, events and accommodations." ... The e-brochures include links to relevant information on the visitphoenix.com Web site, a feature popular with site visitors.
- e-brochures boast a 70 percent open rate and a 35 percent click-through rate
- estimated savings of $10 per brochure, the bureau has saved about $60,000 versus the mailed brochures
See the e-brochure page http://phoenixcvb.terralever.com/
Their main site is http://www.visitphoenix.com/
As written up by one of the developers http://email.exacttarget.com/clients-case-studies.aspx?casestudyID=49
WSJ has a good article about laptops in classrooms. Some teachers are finding them disruptive as students IM, surf, and do e-mail during class. There's also a change in the way people sit in classrooms. Traditionally, students sit in back (much like Catholics kid ourselves the way we sit at Mass) with active students sitting up front in the form of a "T"; today, the position of electric outlets determines sitting location. These teachers can complain all they want. I still would read Captain America hidden in a textbook in the back of the classroom if I had the chance; on days, of course, when I was not reading my hidden copy of U.S. News & World Report.
WSJ also had an interesting article on how the storage business has heated up, mainly from the growing use of digital images, static and moving. It also be that no one ever cleans their hard drives. I do find that keeping everything comes in handy. I just keep a directory where I keep every e-mail attachment I've ever received and then add copies as I use them into appropriate directories. Ah, the days when I felt so emboldened by my purchase of a 100MB drive for $1000 are clearly gone. Now you can get 1GB memory sticks and no one really thinks about it any more.
Wi-fi "cloud" over rural Oregon: 700 square miles of wi-fi access, free for the taking!