Travel agency marketing from the destination package to the discovery call

The three. Three campaign concepts are recorded for this vertical, as a numbered list and not a priority order: a time-bound destination-package Meta lead campaign, a personalized destination or itinerary direct-mail campaign, and an SMS lead qualification and discovery-call follow-up campaign.

One team. MBI plans, produces and delivers the work that brings in the next customer, from a single team in DeLand, Florida, and data, print and delivery have been in-house since 1989.

direct mail marketing services →digital advertising services →printing services →

What the sources document. Travel direct-mail sources document personalized postcards or travel-guide and brochure mailings that feature destinations, exclusive offers and trip preferences, and record printed itineraries and brochures as evidenced for premium travel campaigns.

USPS Domestic Mail Manual 602.5 provides that each address, except for mail bearing an alternative address format, in a mailing at commercial First-Class Mail presorted or automation prices or USPS Marketing Mail prices is subject to the Move Update standard, and that each address and associated addressee used on the mailpieces in a mailing must be updated within 95 days before the mailing date with one of the USPS-approved methods, which include Address Change Service and the National Change of Address Linkage System (NCOALink).

USPS Domestic Mail Manual 602.5

personalized direct mail →direct mail mailing lists →

What the sources document. Travel Meta-ads sources document Facebook and Instagram lead-generation or click-to-message campaigns centered on a specific destination package, price, and deadline.

Meta's advertising standards state that advertisers are responsible for understanding and complying with all applicable laws and regulations, and that ads must not promote products, services, schemes or offers using identified deceptive or misleading practices, including those meant to scam people out of money or personal information; Meta's ad review process starts automatically before ads begin running, and is typically completed within 24 hours, although it may take longer in some cases, and ads may be reviewed again, including after they are live.

Meta, Advertising Standards

digital advertising services →direct mail and digital marketing →

The FTC's advertising FAQ for small business states three basic rules under the Federal Trade Commission Act: advertising must be truthful and non-deceptive, advertisers must have evidence to back up their claims, and advertisements cannot be unfair. An ad is deceptive if it contains a statement, or omits information, that is likely to mislead consumers acting reasonably under the circumstances and is material to a consumer's decision to buy or use the product; an ad or business practice is unfair if it causes or is likely to cause substantial consumer injury which a consumer could not reasonably avoid and it is not outweighed by the benefit to consumers.

FTC, Advertising FAQ’s: A Guide for Small Business

direct mail and digital marketing →digital advertising services →

What the sources document. Travel SMS sources document immediate opt-in SMS follow-up used to qualify ad or form leads by trip type and budget, then to nurture them to a discovery call or booking.

CTIA's Messaging Principles and Best Practices state that Message Senders should support opt-in mechanisms and that messages should be sent only after the Consumer has opted-in to receive them, and list entering a telephone number through a website, clicking a button on a mobile webpage, sending a message containing an advertising keyword, initiating the text message exchange, signing up at a point-of-sale or other on-site location, and opting in over the phone using IVR among the mechanisms by which a Consumer might demonstrate opt-in consent; Message Senders should also document opt-in consent by retaining seven kinds of data where applicable, among them the timestamp of consent acquisition and the consent acquisition medium.

CTIA Messaging Principles and Best Practices, May 2023, §5.1.2

CTIA's Messaging Principles and Best Practices state that Message Senders should ensure that Consumers have the ability to opt-out of receiving Messages at any time, should support multiple mechanisms of opt-out including phone call, email or text, and should acknowledge and honor all Consumer opt-out requests by sending one final opt-out confirmation message per campaign; and that Message Senders should not use opt-in lists that have been rented, sold, or shared to send messages, but should create and vet their own opt-in lists.

CTIA Messaging Principles and Best Practices, May 2023, §§5.1.3–5.1.4

digital advertising services →

The formats. The print formats are postcards, destination travel guides, personalized itinerary brochures, multi-page premium brochures, flysheets.

In house. Printing at MBI is commercial and variable-data printing produced in house.

USPS Domestic Mail Manual 201.1.2.1 sets commercial card-price physical standards at not less than 3-1/2 inches high, 5 inches long and 0.007 inch thick; at no more than 4-1/4 inches high, no more than 6 inches long and no thicker than 0.016 inch for each stamped card or each half of a double-stamped card or double postcard; at no more than 6 inches high, no more than 9 inches long and no thicker than 0.016 inch for each postcard; requires a card more than 4-1/4 inches high or 6 inches long to be at least 0.009 inch thick; and requires an aspect ratio (length divided by height) of 1.3 to 2.5 inclusive, with the exception that mailers may use an 11-inch by 8.5-inch sheet to create four identical-size postcards.

USPS Domestic Mail Manual 201.1.2.1

printing services →postcard mailing services →direct mail cost →local business marketing →