Stories from the Front
The job market is improving, housing starts are up significantly, unemployment continues to fall and yet...the KD has lost a few customers as of late...all of which is good news! Our departing customers only underscore the notion that things are indeed getting better because each one left the KD because their business was at capacity. They were full and if you listen to them, it’s all because of The Kid's Directory!
Dr. Thomas C. Merriman of The Phaedrus Group (An organization that advocates for children in various school and peer related environments) called the other day and asked that we discontinue the ad that they have had with us for the past 4 ½ years. “I just really want to thank you folks...you've grown our business to a point where we can't take any more patients right now...so we have to stop. You have also helped us create a huge referral network. Please feel free to have any prospective advertiser call and I will be happy to tell them how great The Kid's Directory is." Their website is www.thephaedrusgroupkaty.com.
Stephanie Cooper of Cooper Speech and Therapy started with The Kid's Directory in March of 2010 to promote their new clinic. In June of 2010, Leslie, from our office, called to see how they were doing; "We're booming!!" says she. We told her to track where her customers were coming from. Then a year later in March of 2011, Stephanie called to say that they were completely full...couldn't take any more clients and sorry, but she had to cancel her ad. Then in October 2011, she called again and asked to have her ad reinserted into the January 2012 book. Here's what she had to say..."We're coming back after almost 8 months because we finally have some openings. I've got to tell you folks that 85% of our clients have come from The Kid's Directory and the amazing thing is that they have kept coming despite the fact that we haven't advertised with you guys for almost 8 months. The shelf life of your publication is simply amazing!"
So we don’t mind losing customers from time to time so long as they are happy and The Kid’s Directory remains the primary source of their marketing program...now or in the future. Call us with your story and we will be happy to include a little vignette in our next newsletter blast.
Robin Aaron, the newest member of our sales force, has an update on our new partnership with the Houston Rockets. In last month's email blast we explained the program where schools or any organization for that matter can participate with The Kid’s Directory and the Rockets to get discounted game tickets and compete for the 'chance of a lifetime' special V.I.P. entry pass to the next home game. Well, Robin had a kind of dry run with her large extended family for the Rocket's opener. From 4 months to 78 years, the entourage got to meet some of the Rockets players, hang out with Clutch, and play in the Memorial Herman Sky Court. They tried on Yao Ming's size 18 shoes and uniform; played arcade styled basketball, and made individualized posters for game time. Robin's words, "I had to pry the kids...and grandma away from all the fun so we could get courtside."
Give us a call or contact Robin (firstname.lastname@example.org) to see how your school or organization can participate.
Upcoming Special Sections in the KD
December will be the last issue of the year containing the Holiday Gift and Activity Guide. It's the place for all of you looking to boost sales during the holiday season (it is expected to be the best Holiday in years!). Even if you don't have a retail outlet, think stocking stuffers for the budding artist, gymnast or Karate kid, etc. We will promote you through our books and we will feature you in a special section on our web site. Deadline for the December issue will be November 12th.
The New Year kicks off two of our biggest and most popular special sections: The Early Enrollment Guide (EEG) and The Spring and Summer Activity Guide (SSAG). Many schools schedule open houses in Jan. and Feb. to capture new students for their current semester and summer & fall programs. The EEG promotes these schools and their open houses both within the publications and on our website. As a consequence, lots of our regular school and a good number of occasional school advertisers take advantage of this special section each year.
The SSAG has become Houston's gold standard for families looking to plan their spring and summer. Huge numbers of camps, sports clinics, entertaining activities, language and art programs, summer schools, vacation ideas and much much more are housed within the pages of the KD. Everything is also cross promoted up on our website (that is getting about 30,000 click-throughs each month). The SSAG will run from January thrus June. Don't miss out on this great opportunity for your business!
And now for the Freebies
Here comes the fun stuff. This month we have free passes or tickets to the following activities: The Texas Renaissance Festival, Schlitterbahn Galveston, Dewberry Farm (hay rides, corn maze and Christmas trees) and the Houston Aeros. We offer these first to our advertisers and the rest to past and future advertisers. We limit each caller to no more than 4 tickets. Give us a call and we will see what we can do.
In closing, all of us at the KD want to wish you well. I expect all of us to be happy and prosperous as we close out 2012 and head into 2013 and...thank you all for you continued support and your business.