Gardenroute Newsletter or Lalakoi Post?
When launching his Online Newspaper based on a YORGOO Press Script after the recent Ycademy Seminar in March 2009, Hanno Coetzee had to make a diffidult choice: in the South African Tourism Industry he is known as “Lalakoi” since many years and his clients are used to receiving his regular Newsletter – the “Lalakoi Post”.
Gardenroute Newspaper by Hanno Coetzee
The problem is: while insiders may know him under “Lalakoi” – he won’t attract new clients – especially overseas tourists - to the Gardenroute area under that name.
Why?
What would a person in say Germany type into Google when looking for ‘Accommodation South Africa’ when planning a trip along the Gardenroute?
Lalakoi?
Well… lala not very much… he or she would type in “Gardenroute” or even “Garden Route” for sure… and this is why our friend Hanno had to include the Gardenroute in one way or another in his name – and he did. He still keeps the “Lalakoi Post” visibly in his header and in that way satisfies the recognition factor his existing clientele expects – but his keywords may be looking quite different – especially as his goal most certainly is to attract new customers, overseas’ customers in particular.
As we are on the theme: the presentation in form of pictures makes all the difference… and I wouldn’t accept just anything, really… even if it would cost me more time… even if I’d cash in some minus points from advertisers or go and do the pictures myself or get a photographer to do them: bad pictures can drag a publication down… just as good ones raise it to another level.
Let me explain:
Existing customers – the majority being South Africans most probably, possibly knowing Hanno and in any case very familiar with the rather ‘relaxed’ way locations are being ‘presented’ (if you can call it such…) down here – don’t have the same hungry (…and spoilt) eye many stressed-out tourists and potential new customers have. Think about it: they can perhaps only afford to spend a week or two where they obviously expect all the heaven on earth they’ve been missing out on for over 11+ months a year… and which costs them a little fortune these days, even in Euro.
A journey often starts on the Internet where a direction may be fixed – say South Africa, say destination Cape Town -, but then it’s ‘travel by mouth-watering pictures’ that give the decisive punch to reach out for the reservation and pay button.
I would therefore see to it that my customers – who basically advertise with me or who I represent in my Newsletter – provide me with attractive, high-quality photo material in their very own interest.
Example: Gardenroute Hotel, Casino and Spa!
Gardenroute Newsletter by Hanno Coetzee
I am sure there are better pictures than this bunker image that is to attract… who? Here I would insist on some inviting views as to where a casino-freak can get rid of his jetons playing baccara or roulette or where I, as his wife, could get pampered in a tranquil spa with holistic treats and bougainvilleas reflecting in pure turquoise mountain water… even in winter against the backdrop of a 500 m high waterfall!
See the difference? Even Kafe Serefe (see above) looks more intrigueing!
Besides, the more demanding client or advertiser expects class – and the competition is not sleeping. Hanno Coetzee and his family Team have monetized the ” Gardenroute Newsletter” already – well done! The publication has the potential to get ahead on Google – but let there be sparkles that hop over from the pictures straight into the hearts of those who look at them with their credit card between their teeth – there and then!
Good Luck to the “Gardenroute Newsletter”, alles van die beste vir “Lalakoi Post”.
Bianca Gubalke
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