When old school meets new school, it’s wow school | Travel Research Online


When old school meets new school, it’s wow school

What happens when old school business concepts meets new school technology? You get ‘Wow’ school! Keeping top of mind with prospects and customers is a key aspect to your marketing and sales efforts.

Over the years I have used a number of different approaches to accomplish marketing to my prospects. I want to share with you one of my favorite methods of keeping in touch with my prospects and customers. Direct mail… old school, yes. Add technology and you have new school. Having a system that combines the two to create a synergistic effect is what I call ‘wow’ school.

Southwest Airlines knows my birthday. My question to you, do you know your prospect’s or customer’s birthday? If not, you should. You see Southwest Airlines sends me a birthday card every year. That is old school. How they keep track of my birthday is new school. Sending me drink coupons with my card is ‘wow’ school.

Taking this example brings me back to the point that direct mail can be used in a number of ways in your marketing and sales efforts. I use an online card system that also builds my database, keeps tracks of important dates, and will keep track of the cards I have sent. But what makes it ‘wow’ school is that I can upload a photo of my customer or prospect and have it printed on the card and mailed to my customer. I have yet to know a person who throws away their own photo. If I don’t have their photo, but I know they love to scuba, I will upload a wonderful photo of a destination that will hit their hot button with a specific message. I can even have a Starbucks gift card added to the personalized card, asking them to meet me over a cup of coffee, all with a push of a button on my computer. Old school, direct mail, new school, technology, ‘wow’ school, personalization for my target prospect or client.

I am not saying direct mail is the only way, but rather be sure to use a multi-channel approach and to not forget that direct mail is not going away. 79 percent of consumers will act on direct mail immediately compared to only 45 percent who say they deal with email straightaway.

Make it creative, make it easy and make it memorable. Happy mailing!

Wanna see more?  www.coffeewithkeith.com/card-system

Keith Powell is a renowned travel industry speaker and author.  Having crisscrossed the globe from Bangkok to Cannes, from Rio de Janeiro to Vancouver, Keith has presented before a vast array of audiences. Known as “The Business Revivalist,” Keith’s passion is in helping entrepreneurs grow professionally.   His book “The Transforming Power of Achievement” is available at www.keithpowellspeaker.com.

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