Dennis Adams, president of Celebrity Limousine in Malvern, Pa., wanted a way to keep the lines of communication open among clients while introducing them to all of the company’s available services. So he created Celebrity LimoScene, a quarterly direct-mail newsletter chock-full of useful information, including the latest additions to Celebrity’s fleet and new vehicles available in the chauffeured transportation industry.
The mailer begins with “A Note From Our President.” This personal note is followed by news tips, technological updates, additions to Celebrity’s worldwide affiliate network, employee profiles, plus how to book a limousine. All this comes in a nicely packaged four-page newsletter format featuring professional photography throughout.
Adams employed the services of Innovative Marketing Concepts in Marlton, N.J., to help with the concept and design of the direct-mail piece. “You have to communicate with customers, and a newsletter is the best way to get your message across about new products, features, transportation trends and new technology,” says Adams.
To keep consistent with Celebrity’s style and look, Adams chose a newsletter design that flows with his company’s branding, colors and professional theme. These identifying elements can be seen on Celebrity’s Web site and marketing materials, such as sales brochures. “Celebrity LimoScene is an additional extension of my communication media to customers,” says Adams.
Adams says the newsletters have been very effective in garnering new business, especially when they hit customers’ mailboxes. But they also have a lasting effect, he adds. “Many customers aren’t aware they can make a reservation online. Then, when they have a need, they remember the mailer and start placing reservations online, or they may order a specialty vehicle they didn’t know we had,” says Adams.
Information is updated quarterly and the newsletter is distributed to Celebrity’s entire database of 16,000 customers. It is also placed in each of the company’s vehicles. Direct-mail newsletters are a functional, informative way to keep clients abreast of your company’s happenings while providing an excellent vehicle for future reference.
Connecting With Clients Celebrity Limousine’s innovative approach to staying connected to clients was the foremost reason it received the LCT 2004 Marketing Award for Best Direct-Mail Piece.
According to President Dennis Adams, customer feedback about the company’s Celebrity LimoScene newsletter has been very positive. “They really like it and comment on its professional look,” he says. “It also enables them to stay connected with their favorite service company, keep up on the industry and feel connected to Celebrity Limousine.”