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Tips from the experts Get close...get involved...make it easy
GET UP-CLOSE AND PERSONAL
Don’t hesitate to bring photography up
close if the application calls for it. Close-
ups can bring the prospect into the experi-
ence.
MAKE DETAILED COPY EASY TO READ
Use lots of white space and stagger paragraphs to make copy-heavy
pages less intimidating and easy to read and navigate.
COLOR-PROOF PHOTOS
If your photo looks lackluster, so will your product. Be sure
colors are as sharp and vivid as they should be.
MAKE IT EASY FOR AGENTS OR DISTRIBU-
TORS TO SELL YOUR PRODUCT
Travel agents were supplied with ticket
stuffers so they could promote the
Alaska 2000 cruises to their clients by
stuffing them into airline ticket packages
and other documents.
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SELLING IS SERIOUS BUSINESS, BUT
KEEP IT FUN
Cruise West distributed its Alaska
video to consumers through ads
and business reply cards; it was
also sent to travel agents where it
was shrinkwrapped with
microwave popcorn.
MAKE IT EASY TO BUY
Belyea placed this Web banner—three variations of which promote the up-close message—
on
Alaska
magazine’s Alaska Directory index page. When readers clicked on the banner,
they were instantly linked with the Cruise West Web site.
USE EVERY OPPORTUNITY FOR CONTACT
Cruise West delivered holiday greetings to travel agents and business associates.
ENCOURAGE WORD-OF-MOUTH BUSINESS
Cruise alumni can sign up for membership in the
Quyana Club (Q-Club) while they are on their cruise.
The newsletter comes out biannually and is designed
to encourage word-of-mouth business. Members who
refer other guests can win a free cruise.
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