Going offline to promote your city web site.
A couple months ago I sat at a cafe for lunch in Lakeway, Texas. Alone with nothing but myself and a sandwich, I grabbed a couple newsletters off the newsstand. You may have seen similar newsletters before; they’re front and back, filled with mostly useless content and lots of ads.
But I was a captive audience with nothing else to read. So I read the newsletter. Then it hit me: why not create a local newsletter, branded with my Lakeway.com web site and good quality content, and distribute it to local businesses? It would help promote the brand, allow me to sell print advertising to companies that don’t yet understand the internet, and give me the chance to meet local businesses by asking to place the newsletter in their store.
The idea worked. But fumbling through the process was time consuming. So, rather than you spending time figuring out how to produce a print newsletter, getting good content, and getting it printed, I’m going to give you the step-by-step process right here. (You’re welcome).
1. Get a desktop publishing program. I spent a lot of time looking for a program with a quick learning curve and without feature overload. After trying a couple programs, I came upon Serif’s PagePlus X4. It’s cheap, very easy to learn, and comes with lots of pre-made templates. Seriously, don’t waste your time trying out other programs unless you are a desktop publishing pro. And feel free to use my link 🙂
2. Get someone to write content for you. I asked a local library, which already adds its events to Lakeway.com, to write an article about its book clubs and other programming. Additionally, I did some work myself. I wrote an article on the top things to do in Lakeway with kids when it’s cold outside, and created a list of local businesses using Twitter.
3. After creating the newsletter, get it printed. This is really your only cost in this endeavor. If you print tabloid size front and back newsletters on ivory paper, it’s going to set you back about 40-45 cents per copy at Fedex Kinkos. Instead, use BestValueCopy.com, which will print and fold them for less than 15 cents each.
4. Distribute them. This is a time consuming process, but also a great way to get in front of local businesses. Instead of walking in the door with something to sell, you simply say, “I’m with city.com, and was wondering if I could leave our latest newsletter for your customers”. Out of 50+ businesses I’ve visited so far, not a single one has rejected me. Many have made room on their checkout counter for the newsletter. I was sure to point out to them if they were included in the newsletter some way, such as being listed in the Twitter article. My daughter’s Montessori school offered to distribute them in parent folders. I also left a flyer for the business owner about adding themselves to Lakeway.com. I wasn’t pushy, but mentioned that they should at least take me up on the free listing I offer. Of course, I’d like them to upgrade to a paid listing, too. You can also pay someone to distribute the flyers for you, or have a commissioned salesperson do it.
By the way, here’s a copy of the inaugural Lakeway.com Print Edition (pdf).
Louise says
Good job! Your newsletter is open in a new tab. That was really interesting!
David J Castello says
It’s much easier to send out a monthly email newsletter like we do to clients, CVB and Chamber members (we use iContact). Handing out a printed newsletter now may sound like a good idea, but you will tire of it quickly and then you’re stuck because if you stop distribution it will reflect badly upon your Geo.
Andrew Allemann says
David – that will work for hitting your advertisers, but not as much for promoting your web site to visitors.
David J Castello says
Andrew:
Actually, 90% of our citys’ databases are visitors. And here’s where we get them (notice the Newsletter link): http://westpalmbeach.com/clematis/index.html
Anthony Hanner says
Nicely done.
If your Geo was singularly focused on tourists, then only targeting advertisers would be more important, but you are clearly building a community site.
Targeting the people of the community with your newsletter will help reinforce to advertisers that your newsletter may be a cost-effective lead source.
Plus, they can actually see their customers picking it up and taking it with them…which takes a key objection of print ads off the table (“Does anybody read it?”).
Just keep getting the content better and better…and sell the ads for long-term, not one time runs.
Jay says
Looks really good. Depends on the demographics of the town at hand as I still know quite a few older people that don’t touch computers at all and your goal is to bring people asleep on the internet to the site which is where the print version would trump an email newsletter as your trying to grab a crowd that might not be so internet savvy, if everyone in that town is 20 then an email newsletter would work but I still love a good ink publication, based on the following older demo http://en.wikipedia.org/wiki/Lakeway,_Texas#Demographics I would say the print version is a good choice, good luck with it.
EM @ KING.NET says
@Andrew
Great effort on your print version of Lakeway newsletter.
I’m just wondering, the big time news paper across the nation are leaving away in print to digital, and you’re doing the opposite.
These newspapers had proven the digital is the future of newspaper. This is based on their yearly revenue.
I guess, it’s easy to get a visitors with the local prints but not a long term solution for an online business just like Lakeway.
Hey just my humble opinion.
Cheers and good luck,
Em
Tim Davids says
David…it may not be the ultimate and will get old later but I can see this as a way to crawl before you walk.
As the email list grows you can phase out the print version or hire someone to continue it as a part-time job.
I think I will actually do this Andrew for 2 of my small cities that I live close enough to to do it.
good article
M. Menius says
This seems like a good start and something tangible in hand does have appeal. Plus it provides that face-to-face introduction which is valuable in itself.
I noticed the graphic was in black and white instead of color. That would be a cost issue, right?
Thanks for sharing this ad approach.
JB says
This is one of the best ways you can go out to the local community and businesses and start meeting them face to face.
Andrew Allemann says
@ EM – One interesting note on newspapers — the suburban newspapers are doing just fine. In Austin, the main newspaper owns a network of suburban newspapers (including one in the Lakeway area). They cover hyperlocal sports, government, etc. And they’re profitable.
That said, I look at this ‘newsletter’ as a very different proposition than a newspaper.
@ M. Menius – yes, black and white saves lots of money. Since none of the other newsletters I’ve seen are in color, I felt comfortable doing this.
@ David Castello – I have an enewsletter as well. I look at this as a way to place ‘flyers’ at businesses around town.
EM @ KING.NET says
@Andrew
Thanks for the update.
Another suggestion to bring traffic to your website is to offer an email services @lakeway.com using Google Apps Premier Edition to your local business. For example, mybusiness@lakeway.com. You can mark up the price from $50 to $70. If you’re interested on how to configure this setup. Give me a shout.
Regards,
Emil
Andrew Allemann says
@ EM – I’ve heard the email thing can be a headache…spammers using @yourdomain.com would make you look bad. Thoughts?
Bruce says
Most paper newsletters get thrown out. Focus your time on distribution through the Internet. Instead of passing our newsletters, buy sticks and placards and print the domain name on the sign only. Something like, “xyz.com, See who is in town”. Curiosity is the answer for drivers when they see it.
Andrew Allemann says
Bruce – doing that in Austin is a great way to get your web site boycotted 🙂
Nonstop Signs and Printing says
You always can use Local SEO Business Directories. They always help to grow your business at the beginning