Question

Topic: Advertising/PR

Printed Newsletter Questions

Posted by Anonymous on 3/11/2009 at 2:55 PM ET 250 Points
I am about to start putting out our first attempt at a newsletter. I've already asked a few questions here on the topic so am clear that it is to be informative, not a big sales pitch, that type of thing. The newsletter is from our dog club and park and will be filled with helpful articles on dog ownership, fun activities, training tips, that kind of thing.
I have been reading how-to sites on newsletters and have questions regarding how big and how often.
We are planning on a quarterly 4 page newsletter that will be put in local vet's offices, boutique pet stores as well as non-pet businesses like barber shops, real estate offices, etc.
One article I read said a single page front and back every month was better than a less frequent larger newsletter. First my time is VERY precious right now and I doubt I'll get to it every month, at least at this point. Second, most of these places have less frequent visitors so I don't know that there will be repeat people in these waiting rooms. I'm a lumper (I do a job as a big lump and get it over with) and think 4 times a year is all I can do right now. Am I better off waiting until I can produce a monthly newsletter? I was planning on doing spring,summer, winter and fall.
Any input is greatly appreciated,
Annette


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RESPONSES

  • Posted on 3/11/2009 at 3:22 PM Accepted
    What are you hoping to accomplish by producing this newsletter?

    This would apply to how you should execute.

    Will you be making profits from the ads, or will you be using it to connect with clients, and prospects?

  • Posted by Gail@PUBLISIDE on 3/11/2009 at 5:30 PM Accepted
    I don't think there's a problem starting off with a quarterly newsletter. Let recipients get used to receiving it and the value it provides.

    If/when your time allows you to produce issues more frequently, change the release schedule.

    In the mean time, engage in social media to supplement your messages and keep the organization's name in front of your target market.
  • Posted by michael on 3/11/2009 at 5:34 PM Accepted
    Quarterly is good enough, but if they like it, they'll be asking for more frequent.

    Give them on option in printed form to sign up for monthly.

    Where will your income be from?

    Michael
  • Posted on 3/11/2009 at 8:10 PM Author
    No advertising at this point. I will put a schedule of our training classes within the Newsletter as well as a bit about the club itself. Our goal is twofold I guess. One is to get our name out there as the go-to place for experienced trainers and to promote the club as a benefit to the dog community. Second to educate dog owners about behaviors and how to understand and address them be it through training, socialization or whatever. The waiting rooms of various vet clinics in our area are overrun with dog trainers brochures so instead of adding to the brochure stack we feel like we will get more interest if we provide useful information that will demonstrate our knowledge.
    Income will hopefully come from new clients who join the club.
    Annette

  • Posted on 3/11/2009 at 10:46 PM Accepted
    Just an idea for content: you may want to survey your vets, grooming places, etc, for frequently asked questions that you could answer in your newsletter. Encourage people to submit questions. Perhaps invite one or more vets to answer questions for you on pet health, little known health facts, etc. Might encourage a little more prominence in the waiting room of the featured doc, too...
  • Posted by Jay Hamilton-Roth on 3/12/2009 at 3:27 PM Accepted
    If updates to the newsletter will be sporadic, don't put too much time-sensitive information in it. Make the information generic enough to be able to feel relevant throughout the year.
  • Posted on 3/13/2009 at 11:08 PM Accepted
    I head a brand communications agency in Toronto we do a lot of practice oriented newsletters. And they really work.
    Some things I have learned ...
    Quarterly seems to be the best frequency.
    Size is 17" x 11", folded to 8 1/2" x 11".
    Usually do a split run some on a heavy stock like 12 pt for in clinic use and the rest on an lighter stock for actual mail out.
    Need to combine a balance of brand oriented content and factual, "did you know" content.
    Make them interactive. Offer a prize (voucher to local restaurant) for a question or comment.
    Questions and answers are good. We have a regular section - "The Doctor is in" - Answers to your frequent questions.
    Use lots of white space and keep the stories light.
    Plant the seed in the mind of the consumer and have them ask for the rest of the info.
    We also create a .PDF version and pack on the website and grow the e-mailing list.
    Also will use copy from newsletter for blog, news releases, etc. Always lots of use for good copy.
    Involve the client for ideas. We give them a special folder to put "stuff" in. No sooner to we publish an issue and they want to work on the next one. But stick to 4x yr.

    Our own newsletter "BrandSavvy" goes to 1,000 prospects. People will now call if they don't get it.

    Please e-mail me for further help or samples.

    Good luck.

    Bill
  • Posted on 3/15/2009 at 10:36 AM Author
    Thank you everyone for such great responses. I feel like I can move forward now with the format. I'm actually starting to look forward to it.
    Annette

  • Posted by Gail@PUBLISIDE on 3/15/2009 at 11:22 PM Member
    I think you're going in the right direction as far as wanting to provide information. People who seek a service such as yours appreciate that and respond favorably as opposed to being strongly sold. Good luck!
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