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Q&A

 

Q1 What is the advantage to put an ad on the paper media compared to the web?
Q2 Is telephone marketing effective?
Q3 How long has CHIKYU-NO-ARUKIKATA been published?
Q4 What is the effect of Media-Mix ads?
Q5 What is the proportion of booking against inquiries?
Q6 How can we get more customers for the future?
Q7 What is the cost performance of paying 200,000 -300,000 yen for the advertisement?
Q8 If the effect of the advertisement is getting lower? What should we do?
Q9 Can we collect the people without ads?
Q10 Do we need to reduce the price of the product for selling more?

 

 

Q1 What is the advantage to put an ad on the paper media compared to the web?

It is true that the web based advertisement is effective for the low cost trips, tours, hotels and air tickets.
However, we hear that the actual bookings are low even inquires are increasing because of the easiness of the internet use.
CHIKYU-NO-ARUKIKATA is known as the most reliable media for the travelers in Japan which hardly compare to other handy travel portal websites.
CHIKYU-NO-ARUKIKATA keeps its efficiency more than you expect. Remember that the internet possesses lower reliability compare to the print media.

 

Q2 Is telephone marketing effective?

The most effective way is how the agent makes the potential customers to call them for inquires. Why donft you put interesting sentences or phrases to catch their attentions? It is true that contacting via phone is as effective as face-to-face sales.
You know that contacting via email is easier to inquire many agents using CC and BCC at the same time. It is the advantage for the users however in the other hand, it is disadvantage for agents.

 

Q3 How long has CHIKYU-NO-ARUKIKATA been published?

CHIKYU-NO-ARUIKIKATA has been published for 30 years, and ADF started 25 years ago. First few years, people called CHIKYU-NO-ARUKIKATA asethe bible for low cost travelersf or eCHIKYU-NO-MAYOIKATA (how to lost in the world). However, it has been revised many times and is definitely the most popular travel guidebook for the travelers now. We have confidence that our guidebook is the great advertisement for all the line-up (more than 220 titles). We have some clients which have been put their ad on the book more than 25 years.

 

Q4 What is the effect of Media-Mix ads?

CHIKYU-NO-ARUKIKATA guidebooks are kept by the readers for two or three years and many potential customers use it.

 

Q5 What is the proportion of booking against inquiries?

Many agents say that inquires by phones have much better proportion compared to inquiries by emails. Emails are good for releasing information for the last minute price changes, updates and outlines however the weightiness of information is treated as lighter. The proportion of booking from the paper is higher than the web based in general (however the sale which emphasizes the pricing competition gets much success).

 

Q6 How can we get more customers for the future?

Having your own policy is the key point. To have specialty is the key all through the ages. For media sales, it is important what the information and documents you are offering to the customer for the first time. For example, the document should include the information that makes the customer to take some actions such as reward or questionnaires.

 

Q7 What is the cost performance of paying 200,000 -300,000 yen for advertisement?

You cannot judge the impact of the cost performance of the ad in one month or so. Chikyu-No-Arukikata guide books are published only once a year/two years so the appealing period for potential customers is longer.
For example, 180,000 yen for one year means 15,000 yen per month so the cost performance is good even for a few customers. We have some clients which have been put their ad on the book more than 20 years because they believe that it is a good way to grab travelers/ readers.

 

Q8 The effect of advertisement is getting lower? What should we do?

The reasons that make the ad effect drop are not only one. They may be as follows.
a. Contents of the ad have not been changed every year.
b. Products that on the ad have not been changed.
c. The response (emails, calls etc. ) from the clerk are not good
d. The value of the media drops because of the appearance of another newer media.
e. Destination image, FIT, SIT are not fit to the change of the times.
f. Copies are not fit to the characteristics of each media.

Each problem has each solution.
The key to sell the products is precise sales plans. The first thing you need to do is to know and check all of your products carefully. To choose the appropriated media is very important.

 

Q9 Can we collect the people without ads?

It is not impossible. The key is to capture the repeat customers. One customer would use your service only once or twice however that customer has family and friends. One customer may collect many other customers. For the potential customers, it is a good idea to target the retired people and using the media is efficient.

 

Q10 Do we need to reduce the price of the product for selling more?

Yes, as you can see the recent price competitions. But for winning that competition, the specialist should find that gap/space that other agents do not commonly deal in. the specialist is dependable for the potential customers and the repeat customers. To distinguish the products which can compete with its price and which can get its gross margin. Selling the travel products which can get its gross margin is good for the paper media.
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What the media-mix brings us?

Media-mix is one of the methods which coupled several media and it increases the impact of the ad.
So who mixes the media? The answer is you who place an ad!
The role of the media is divided in two, the exposure and the closing.
Can I get more customers if I place an ad on Chikyu-No-Arukikata guidebook?
We cannot always say yes because we cannot always rely on the paper media only. Thatfs why we need to link it with the other media (e.g. website) which acts the closing role.
For this, the first step is, to put the website information on the paper based media.
For example, the phrases on the paper like gGo to our website for more info!h or gBut first, please see the photos on our website!h would bring them to their website.

 

 

ADF Inc. Chikyu-No-Arukikata Project
#305 Executive Shibuya Bldg., 27-1 Sakuragaoka-Cho,Shibuya-ku, Tokyo 150-0031 JAPAN
Tel: +81 (0) 3 5428 0320@FAX: +81 (0) 3 3462 6500
Email: arukikata@adf-jp.com
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