Bright Light Marketing

An Oldie but a Goody

In the age of technology that we live in it is easy to dismiss print as very much last century and not appropriate for the 21st Century. But is that really the case or is there still a use for printed materials?

Well the simple answer is yes and is the reason why mail order companies have embraced the internet and social media but still use printed brochures. And the reason they do so? Because their customers read and like them, and it is a key trigger to make them purchase even if they then do so online.

We thought we would outline the benefits of still using print in your marketing communications by showcasing how two of our clients have recently used print successfully in their promotions.

Firstly the Tontine Hotel who are a 36 bedroom hotel in the heart of Peebles. Like any hotel at this time of Tontine Winter Direct Mailerthe year the Tontine want to attract customers to the hotel to stay in the winter months. The Tontine do use email newsletters and social media extensively but have found that one of the most effective ways of getting the phone to ring with bookings is via a seasonal mailer to their customers. This year the Tontine is focusing on a Scottish theme for their Winter Break with a special offer which focusses on their key selling points for winter including complimentary liqueur. The mailer brings this to life in a visual way by featuring the warm glow of a cosy fire, relaxation, hospitality, beautiful scenery and delicious local food.

The Tontine have had immediate bookings from this mailer which brought a winter break alive for their customers and encouraged them to book. The mailer was also useful as a key promotional piece at the Over 50’s exhibition in Glasgow. Its compact and contemporary square size meant it was perfect for slipping in a handbag or pocket and keeping for future reference.

The Tontine use as many communication tools as possible to sell their hotel for both accommodation and food and beverage. And this certainly includes print which forms a vital part of their communications to attract new and existing customers to the hotel.

Lochcarron Visitor Centre in Selkirk also use a variety of communication methods to attract customers which includes print. The Visitor Centre produce an annual promotional leaflet which is distributed throughout the Scottish Borders as well as appearingLochcarron local door drop leaflet in Scottish Borders accommodation via Bedroom Packs.

One of the key customers though for the Visitor Centre is the local market and Lochcarron have again found that targeted print is a highly effective way of getting messages across to locals. In the spring Lochcarron produced a newsletter which was distributed via the local newspaper and brought in new customers to the Visitor Centre taking up the special offers and promotions. Hot of the press Lochcarron have just sent out a newsletter via a Royal Mail door drop which not only highlights their retail stock for Christmas presents with a 10% discount but also sells their café by showcasing their winter menu.  Although it is early days already Lochcarron have seen an increase in locals visiting the centre at times when they are many fewer tourists in the area.

These two case studies illustrate how print still plays an important role in marketing not just for communicating messages but actually converting into instant business.

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