Direct mail in the travel and hospitality industry can require some finesse and creativity. Given that the industry is one of the most competitive, marketing campaigns can make or break companies. If you need your direct mail to catch the attention of travelers, there are a handful of components that direct mail marketers must consider.
Video is changing the game.
Modern technology provides people with exciting ways to interact with one another. A video is a form of information sharing that isn’t going away anytime soon. With the ease of access technology gives, not using it can be a mistake. Videos can utilize multiple senses to help consumers envision themselves in the location you want them to visit. Videos can show:
- Hotel grounds
- Parties and events
- Sporting events
- Group fun
- Relaxing locations
Use high-quality video to grant potential visitors access to a mental vacation. If they find themselves taking a trip in their head, they may be more likely to book the trip in reality.
Visuals are crucial.
The visual your direct mail campaign offers is so crucial to the success of the operation. Images need to be sharp and inviting. The attractiveness of the mailer can determine how much a recipient desires the vacation pictured. Provide people with the photos they want to see themselves in.
Focus on the experience.
A worthy vacation is not always about the price. What experiences will visitors gain by taking a trip to the destination described? Be detailed in words and images by letting the recipient know what kind of events, feelings, and other experiential happenings can be expected. People get excited about the experience above all else.
Make it personal!
Although it might seem like a lot of work to personalize direct mailers, it is crucial to the campaign’s success to do so. If one person enjoys trips packed with shopping, nightclubs, and similar events, a direct mailer filled with a secluded cabin in a small town would be of no use to them. Make sure the people getting direct mail are receiving information that they are likely to put to use. Draw visitors in by marketing to the right people.
Assimilate the entire campaign.
Stick with your brand’s voice and the current campaign. You don’t want your mail to send potential customers to your competition. Make sure there are simple ways for interested parties to contact the brand or learn more. If they have to do an internet search to find a vacation after reading your direct mail, the campaign needs to be more heavily integrated into the mailer.
Get Campaign Help
A travel and hospitality direct mail campaign can entail a lot of effort and knowledge about marketing. It is not uncommon to find yourself in over your head. Mercifully, Kirkwood Direct is an expert in direct mail marketing and is willing to help you with your next campaign. The future can be exceptionally bright with a properly formed direct mail marketing campaign! Give us a call today or fill out our online contact form for more information.