For travelers, looking at faraway lands on the internet, is second nature. And that, it seems is where the travel industry concentrates it’s money for marketing. While that may be true, direct mail marketing is an excellent way for any travel or hospitality business to stand out from the crowd. A direct-mail marketing campaign includes sending out offers and promotions to clients and customers and prospects advertising splendid journeys on postcards, brochures and even letters. It is highly targeted, highly measurable and individualized for each person, cost effective and very flexible. Any business can either buy or develop a mailing list that has certain demographics that allows you to send to only the people in a specific area who would be interested in your product.
The best part of a direct mail campaign is that you can measure its results. Add a coupon, a special code or a distinct phone number and keep track of who responds, where they live and what they bought. The campaign can also be highly individualized. In the printing process, there are computer programs that allows you to address the receiver by name. The message appears to be written just for them and you will get a higher response rate.
The cost of designing a brilliant standout piece of mail and having thousands of pieces printed is very small. A mailing/printing service company has machinery and the capacity that can print, fold, stamp and ready for sending hundreds of thousands of pieces or just 50 in a very short period of time. This keeps the total cost down to pennies for the advertiser. The printers of direct mail pieces can be very flexible, too. You can use postcards and brochures to advertise destinations and their amenities. You can send letters offering discount prices and menu samples. You can design a program to send out multiple types of mailers multiple times so that the receiver gets a full view of your offerings.
When you send direct mail pieces for your travel or hospitality company announcing your brand, you can increase your reputation and your potential customers’ sense of trust. In the developmental stage of designing a mail piece, there are some important tips and guidelines to follow that can help you achieve both growth and success.
People like being recognized and as stated previously, increase your response rate by personalizing each mailer. Junk mail is just for those letters that have “Occupant”, “Homeowner”, or “To Whom it may Concern” in the addressee section. You want to send something that looks and feels like you personally picked out this piece to send specifically for that particular person. Adding a customer’s name to your direct mail can boost your response rate by up to 135%.
Direct mail allows you to send information to a customer many times using a different format each time. Start by mailing a colorful postcard with a “Wish You Were Here” on the front. A few weeks later, follow up with a brochure of a particular resort featuring its amenities and food service. Then, a few weeks after that, send a letter announcing a cruise, an organized excursion or an invitation to a travelogue.
Getting creative and personal is the way to approach clients, customers and prospects in a direct mailing campaign for the travel and hospitality industry. Offering spectacular photos of interesting and fun places to visit with foodie delights and warm and elegant accommodations on all of your direct mail pieces will give your clients and prospects a thrill and increase your response rates. Remember to customize the mailer and send often, and you will have clients for life!
To be successful with your marketing campaign you have to do more than just close the deal. You need to effectively manage and grow a small business. That means finding clients, and keeping them and consistently adding to and building your clientele. We, at Everest Direct Mail and Marketing, will help you customize and send marketing materials that are written and designed to connect with today’s consumer. We use high quality printing to create new business opportunities or print full color property flyers to promote your listings at home. We will send drip email, direct mail or Multi Channel campaigns. By keeping your brand consistent across all marketing efforts, people are more likely to remember and choose you for their business!