Newsletter and guide implementation for a lodging company
Pöyhönen, Peppi (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019112622552
https://urn.fi/URN:NBN:fi:amk-2019112622552
Tiivistelmä
Digital development in recent years has played a major role in the travel and tourism industries. Nowadays, all travel-related processes can be done online. People are used to searching for travel inspiration and information through various online channels. New rising trends and changing customer demands are shaping companies' marketing processes. In order to stay competitive, companies need to know how to use different online marketing channels and keep up with trends.
The commissioning company of this thesis is Company X, a small aparthotel based in Helsinki. The purpose of this thesis was to help company X implement its first newsletters. The goal was to enhance its marketing processes while offering the customers something valuable. Through these newsletters, the company X team wanted to promote the company's brand in a new way, maintain existing customer relationships and potentially make them want to visit Helsinki again and use their services. As an outcome, after implementing the newsletters, a guide was created. The guide acts as a source of information for company X to create newsletters. The purpose of this guide is to state what newsletters are and how to make them effective.
The theoretical framework of this thesis consists of the definitions of different digital marketing forms and introduces how they are utilized in the travel and tourism industries. The theory presents the recent trends that are emerging in the industries. Moreover, an important part of the thesis is also the concept of a newsletter. Therefore, issues related to newsletters are discussed thoroughly.
The actual thesis products, the newsletters, were created using the knowledge from the theoretical work and the findings done online. The empirical chapter discusses the implementation process of the newsletters as well as the created guide. As a result, two newsletters were sent, an English version and a Finnish version. The English newsletter was sent out to 252 subscribers and the Finnish newsletter to 86 subscribers.
The commissioning company of this thesis is Company X, a small aparthotel based in Helsinki. The purpose of this thesis was to help company X implement its first newsletters. The goal was to enhance its marketing processes while offering the customers something valuable. Through these newsletters, the company X team wanted to promote the company's brand in a new way, maintain existing customer relationships and potentially make them want to visit Helsinki again and use their services. As an outcome, after implementing the newsletters, a guide was created. The guide acts as a source of information for company X to create newsletters. The purpose of this guide is to state what newsletters are and how to make them effective.
The theoretical framework of this thesis consists of the definitions of different digital marketing forms and introduces how they are utilized in the travel and tourism industries. The theory presents the recent trends that are emerging in the industries. Moreover, an important part of the thesis is also the concept of a newsletter. Therefore, issues related to newsletters are discussed thoroughly.
The actual thesis products, the newsletters, were created using the knowledge from the theoretical work and the findings done online. The empirical chapter discusses the implementation process of the newsletters as well as the created guide. As a result, two newsletters were sent, an English version and a Finnish version. The English newsletter was sent out to 252 subscribers and the Finnish newsletter to 86 subscribers.