Ask Apryl: Targeting the Student Demographic

More of this Feature • Part 1: College Newspapers, Fliers and Online Advertising • Part 2: Discounts, Direct Mail and Partnering    Join the Discussion "Have a question for the Ask Apryl feature? Whether you're seeking career advice or have an advertising question about your business, submit your inquiry for future article consideration." In the Advertising Forum     Related Resources • Making Your Advertising Personal • Direct Mail's Deadly Sins • Your Call to Action • Offline Ads for an Online Presence    Elsewhere on the Web • Advertising Career Courses • Promo Ideas

REFERRAL PROGRAMS
Implement a "tell a friend" program. If someone uses your travel services, ask them to tell someone about your company. When they refer someone to your company and that person buys a travel package, the person who referred them can receive a discount on their NEXT travel package they buy from you.

This gets people excited about telling their friends about your service. Everybody loves a discount and then your customer will end up doing a bulk of your advertising for you!

BROCHURES
Selling your travel packages will be much easier if you have a brochure. Be sure to put your Web address and other contact info in this brochure. The brochure can be a part of your direct mail package as well.

People love to arm themselves with information. If the info they receive is skimpy and doesn't really drive home a good deal, then they'll be skeptical.

OTHER NEWSPAPERS
Now's the time to buy ad space in other types of newspapers as well. Newspaper ad spending has taken a drastic fall.

Don't think the rate they give you is a done deal either. You can always negotiate with them.

FREE PRESS
Take advantage of the free press you can get from press releases. Keep in mind, though, a press release has to be newsworthy.

You previously mentioned that you're rebuilding your Web site. Once it's up, send out a press release.

There are many places (online and off) where you can submit your press release for publication. Check the Advertising site's Public Relations section for a great starter list.

Submitting your press release and having it printed is absolutely free. Editors feel that certain press releases contain actual news the public wants to hear.

Also, if you decide to go with a brochure, announce that in a press release when it's complete. You can send a copy of this brochure along with the press release.

Some editors like to print pictures of certain items so a picture of your brochure could actually show up in certain publications. Be sure to tell people in the press release where they can get your brochure and also use your Web address and other contact details.

I see a major growth potential for your company. All of these low-cost solutions can really help you get started.

Thanks for writing and good luck with your business venture!

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