Global Distribution Strategies
The International Airline Passengers Association
The International Airline Passengers Association (IAPA) is a world travelers association that offers its 400,000 worldwide members a range of travel savings and benefits. Its members are business travelers and frequent fliers who pay U.S.$49 to U.S.$299 a year to take advantage of membership perks such as discounts on hotels and car rentals, travel insurance, a lost luggage retrieval system, and a loyalty program that allows members to build miles.
IAPA’s fulfillment operationis responsible for mailing its quarterly newsletter First Class, new membership and renewal kits, and an annual directory.
The newsletter is mailed four times a year to a circulation of 100,000 worldwide—not all members qualify to receive the newsletter.
According to Daniel Rutenberg, IAPA’s director of marketing, the eight-page newsletter is IAPA’s primary communication vehicle to members.
As such, it often includes as many as eight inserts, including a reply device encouraging members to provide updated and supplemental customer information. Also included in the package is a postcard for the customer to provide an opt-in e-mail address. The complete package mails in a 6 inch by 9 inch window envelope and weighs approximately 2 ounces.
IAPA’s newsletters currently are printed in Europe. Newsletters bound for the United States are mailed via direct entry and bear a U.S. indicia.
Rutenberg says it is important that indicias look domestic—particularly when mailing newsletters from Europe to members residing in the United States, saying that U.S. members respond “more favorably to a U.S. indicia.” For the rest of the world, he claims, the indicia doesn’t have as significant an effect on response.
The remainder of IAPA’s newsletters are presorted and mailed direct entry in Europe using both priority and standard services.
IAPA also prints and mails a hefty annual directory to its members. Mailed in a 4 inch by 10 inch rectangular envelope, the directory weighs approximately four or five ounces. Currently, IAPA also prints and mails the volume from Europe to points around the globe via direct entry, although it is investigating alternate delivery options for both its newsletters and directories.