Cheapest Flight To Brussels - Esprit De Corps - Creating a Travel Agency Newsletter (III of III)

Relevant and regular, and make sure the newsletter is newsworthy, identify your readers, determine your goals/objectives, we have already addressed the first six: target your audience. An effective travel agency newsletter requires careful attention to ten key factors.

Response and distribution, quality/style, finally - consider promotion.

A special APEX rate in conjunction with a departure may kindle reader interest, or. A $45 fare between New York and Boston will generate calls but may adversely impact your agency. - Promotion: Readers often respond to specific calls to action - but make sure the calls will result in profitable business.

Your identity in the community will improve as a result. Highlight your uniqueness. Exclusive services unique to your agency create an image of difference. But does require that the newsletter's content be evaluated for its potential impact on the agency from a financial and operational standpoint, this doesn't exclude promoting heavily discounted fares. Select items that fit into your agency plan and benefit the client. Choose news items by first defining your market niche.

- Quality/Style:

These will also help in establishing your agency's identity. Are key to creating a newsletter style, . Etc, type-setting style, color of paper, your logo. Maintain a consistent format even if the editors of your newsletter change. Bold type and spacing enhance readability, bullets. Keep items short: Most readers read brief items. A few rules apply, however. The style of newsletters varies.

Be sure that your newsletter editor realizes the importance of the job, whoever you choose. Sales or leisure travel, other agencies assign the editor as part of a job description for someone in client relations. Many agencies find that one employee is a natural newsletter editor. Be sure that it is always a high-quality publication, because your newsletter reflects on your agency. Readers have an uncanny ability to find spelling and informational errors. Have the newsletter proofread by at least one other employee, and importantly, finally.

They will indicate reader interest and buying patterns. It is also helpful to tabulate results from your newsletter. Use your imagination to create a method to gauge reader interest and participation. Creates audience participation, drawings and so on, luggage tags, a response card for drink coupons. Does it benefit the agency, if so, - Response: Many agency managers wonder if anyone reads the newsletter and?

- Distribution:

The newsletter can also be distributed at certain excellent locations: Your mailing list of "quality" names should serve as your main distribution network.

O Corporate account cafeterias
o Company reception areas
o Professional offices of doctors and lawyers
o Public areas such as restaurants and retail stores.

Wider distribution can produce incremental business with little distribution cost. Some corporations are happy to distribute a newsletter to their employees as an employee benefit; permission to use these areas is usually easy to obtain.

But the benefits from producing a newsletter can be great: Many factors need to be considered in preparing a newsletter.

O Better agency image
o Improved identity
o Larger client base
o Increased business
o Improved project mix

A careful approach to writing and distributing a newsletter will make it a successful marketing tool for your agency.