Boy Scouts. Homeschoolers. History buffs. Church groups. What do they have in common? Built-in networks, perfect for your word-of-mouth marketing.
During his “Off-the-Wall Marketing” seminar at the National Railroad Museum, operations manager Robert Lettenberger described how the Museum sent a promotional mailing to local day care centers. They got the list of day care centers (free of charge!) from a Wisconsin state regulatory website. The mailing included a “please share this information with your families” letter, a color poster, and a flyer suitable for photocopying. A fulfillment house did the actual stuffing and sending. How did it work?
Really well! In 2006, the National Railroad Museum netted a 100% return on investment (ROI), plus staff time, in promoting their winter train rides. In 2007, they got a nearly 500% ROI (that is, related revenues were almost six times what they spent to do the mailing).
What networks are your volunteers, employees, and board members plugged into? Have you introduced your organization to networks in your area (schools, day care centers, youth groups, religious organizations, cultural societies)? Once people realize your railroad, museum, or railcar is worth it (and that you’re not there to spam them), do you make it easy for them to promote you?
How are you using the power of networks to promote your railroad, museum, or railcar? Please share your comments below.
About the Author: Heritage rail marketing expert Karl Sakas helps North American tourist railroads, railway museums, and private railcar owners “keep the trains running” using marketing, technology, and business strategy. To learn how his “Virtual Marketing Manager” services can help your heritage rail organization grow, please visit www.HeritageRail.biz.
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