On Marketing
❖ dave bodle
Getting Your Message into Print MARK TWAIN’S QUOTE “The report of my death has been exaggerated” is often used by print media to prove their point that people are still reading. I could not agree more. My statement may sound like a print apologist, who has income coming from the very media he defends. I’m still first and foremost a marketing person who believes that compelling words can tell a meaningful story. It’s a fact that advertisers are placing more dollars in both social and online advertising and promotion. However, most of us need to be certain we don’t forget who brought us to the dance. Many tour operator businesses were built with catalogs promoting their trips. That strategy is often combined with newspaper advertising when selling a retail trip, seat by seat. So, where does
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50 October 2011
this reading and writing thing fit? A basic principle learned more than 40 years ago working for a direct marketing advertising agency is still meaningful today. There’s really no limit to the amount of skillfully written, interesting copy a person will read, while two poorly written sentences are often more than they can bare.
Make room for both great images and meaningful copy. Some tour operators have reported success in shopper-type publications. However, if you’re going retail on a tour, I strongly recommend publications with travel editorial support. Most daily newspapers still have Sunday travel editorial, if not a full travel section.
Many tour operator businesses were built with catalogs promoting their trips To the tour operators using catalogs to promote your trips, take a close look at what you are publishing. Are your tour itineraries descriptive? Does the explanation tell your customer everything they need to know? Is there some sizzle? If your verbiage doesn’t tell the story, the best you can hope for is your reader will ask the question. Is there destination editorial in your catalog that’s above and beyond the tour description? Your 5-day/4-night trip to Louisiana may be very well presented in your itinerary. However, there’s more to the destination than your itinerary. Additional editorial may capture the character of the destination while it supports your itinerary. Operators are also utilizing quarterly newsletters and e-newsletters. Lead times for tours are shrinking and it’s smart marketing to stay in front of your customer. With these publications, though, copy is king. I realize that over the years you’ve been taught, “a picture is worth a thousand words.” Allowing me just a little editorial leeway, I believe the success of any communication is in the details.
Many weeklies also feature travel editorial. The publication’s story subject may not feature the destination you’re promoting, but that’s fine. Any travel story is better than no travel story on the page your advertisement appears. Local magazines are a different story. City magazines are all about what’s going on in the community. The editorial in a local magazine is not a good fit for your message. They’re great public relations vehicles to position your business, but you will not be selling any tours from their pages. Throughout this piece the emphasis has been the need to support your message with insightful, interesting copy. That may be easier said than done. For magazines and newspapers they’ll handle the editorial. For catalogs, newsletters and online, the burden is on you. Here’s when you turn to your industry partners. They’re invested in your success and may very well have in-hand the words and images you need. Contact Dave at 843-712-1140 or email dbodle@sc.rr.com.
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