Brandy Wheeler was laid off from her graphic design job in 2001, part of the fallout after 9/11 in the advertising world that rippled all the way up north to Traverse City. Rather than try to find another job, she decided to create one, an advertising vehicle she'd seen in other cities while on the road with her father, former hotelier Staton Lorenz, only better. It's a colorful card, about as large as a flip phone, and it folds the same way.
"The key feature is a customized map specific for the business, because most of the best places here are out of the way," says Wheeler, a work-from-home mom with two young children.
The cards, called
Meal Tickets, are tucked in an attractive display with 30 slots, one for Meal Tickets info and the rest for her clients. Tourists are Wheeler's targets, thus the displays are strategically placed in 70 or so properties -- lodging, wineries, chambers and visitor's stops -- in Grand Traverse, Benzie and Leelanau counties.
"The biggest comments we get are we love the size, it fits in the pocket, and we love the map," she says, adding that no national chains or franchises are represented unless they originate from the area. "We want people to experience this great place and find out what is unique."
She's seen increasing success. The first year she started out, her display contained cards for only seven of the slots. Last year, all 30 were filled. Her clients pay less than a color ad in a magazine for her services, but they get so much more: the sharp-looking card with a menu and other information, the cool map, and the web aspect -- when travelers want to return, Wheeler's blog helps them plan their next trip up north.
Writer: Patty LaNoue Stearns
Source: Brandy Wheeler
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