Travel Agent - December 24, 2007 - (Page 62)

BUSINESS OPER ATIONS TECHNOLOGY Custom Marketing Materials Online Use Mailpound to personalize supplier brochures for your clientele BY JENNIFER MERRITT TRAVEL AGENCY CONSORTIA AND GROUPS SUCH AS American Express, Vacation.com and Ensemble have begun producing glossy brochures that their member agencies can send to clients, customized with the agency’s contact information and, in some cases, a logo, as well as a personal letter with the agent’s signature. They’re an attractive tool, one that often garners oohs and aahs from agents seeing them for the first time. But since these items are available only to consortia members, what’s an unaffiliated agent to do? Check out Mailpound (www.mailpound.com), an online resource that offers similar marketing materials to agents for free. Mailpound’s products consist of supplier brochures that are devoid of any mention of the supplier’s web site or other information that may direct the consumer away from booking through an agent. Mailpound, a familyrun company that’s been around for about a decade, has made significant enhancements to its technology over the past two years and will continue to develop its product in 2008. The main focus has been perfecting the company’s homegrown page-turning format (PTF) technology for its e-brochures. Mailpound’s PTF is very much like that of Nxtbook Media, which Travel Agent utilizes on its web site. “The reason we didn’t go with something like Nxtbook is that we wanted something very easy for the travel agent to personalize,” says Bob Maier, president of Mailpound. “Agents are able to include a cover letter and customize the content.” Another special feature is the ability to forward e-brochures, so consumers can distribute material that includes the agent’s contact information to friends or family who also may be interested in a trip. Agents also have the capability to whittle down a brochure’s content to just the few itineraries (or even one) of most interest to a client. “In some of the larger brochures, you can cut out 70 to 80 percent of the collection,” says Maier. Targeting Your Market Mailpound is adding targeted marketing features, so agents can insert images that may appeal to certain demographics. or customize a brochure to promote specific activities offered by a supplier, such as golfing for seniors. In the next year, Maier is looking to enhance the site further with video and other media content. “We’re also going to be doing some booking capabilities that are offer-specific,” he says. About 25 suppliers showcase 42 brochures through Mailpound, and the company is excited about last month’s addition of Carnival Corporation. “We are so ecstatic about Carnival because it brings more agents to the site more often,” says Debbie Maier, Bob’s daughter and vice president of sales and marketing for Mailpound, who says suppliers are added weekly. Currently, Mailpound has more than 162,000 agents registered in its system, with about 66,000 of them using the technology on a regular basis. I CONNECTING YOU For more ideas on how technology can help your business, visit www.travelagentcentral.com/tech Mailpound uses a page-turning format (PTF) and lets agents easily customize content of supplier brochures 62 | TravelAgent December 24, 2007 http://Vacation.com http://www.mailpound.com http://www.travelagentcentral.com/tech

Table of Contents Feed for the Digital Edition of Travel Agent - December 24, 2007

Travel Agent - December 24, 2007 Online Now Contents From the Editor Letters to the Editor Contributors Europe: Lyon, the Center of France Two Iconic London Hotels Jazz Up their Top Suites Europe Briefs Mexico: Puerto Morelos on the Riviera Maya Mexico News & Notes Pacific/Asia: Large-Scale Developments Strengthen Singapore’s Appeal to Families, Meetings and Other Travelers Caribbean: Old San Juan’s New Hotel The Cervantes Ritz-Carlton Upgrades, La Concha Reopens in San Juan Peter Island Resort Hawaii: Maui Enhances its Allure for Active and Luxury Clients Las Vegas: Hoteliers and Wholesalers Go Beyond Gaming Las Vegas Briefs Tours: Pacific Northwest Briefs Hotels: News and Packages from All-Inclusives in Mexico and the Caribbean Cruises: Luxury Lines’ Shore Excursions Cover Story: Gerry Cahill Agent Profile: Nancy Nicol, Hawaii Specialist and Hyatt Award Winner Technology: Mailpound’s Customized Marketing Transportation: Boeing’s Anticipated Next Arrival: the 747-8 Intercontinental New York: The Mandarin Oriental Hotel Agenda: Fam Trips, Deals & Incentives, Calendar Vegas Travel Week Sofitel’s Two New Brands Travelport Rolls Out Leisure Product Expedia CruiseShipCenters Debuts U.S. Tourism to Israel In the Spotlight Editorial Index Advertising Index Classified Marketplace Trendwatch Special Supplememt: 2008 Portugal Travel Guide

Travel Agent - December 24, 2007

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