Monthly Regional Newsletter
In the early 1990s, Key Advertising was approached to generate more business from corporate travelers in the San Diego/Arizona representative’s region. Until that point, the representative was networking and using the phone. We decided to develop a monthly newsletter to stay in front of the representative’s accounts every month and keep them informed with interesting content (yes, even then Key Advertising was big on content marketing). In advertising terms, repetition is extremely valuable. When your image and messages are repeated, customers will always remember you and always know you are there.
After a few months, the representative reported that she’d never been busier with corporate travel and that her workload was easier in that she didn’t have to actively reach out as much to generate business.