1. Direct Marketing Customer Stories
Case Studies
Direct Marketing Customer Stories

2. Case Studies in Direct Marketing
Travel & Leisure
Case Studies in Direct Marketing

3. Travel & Leisure
For consumers, the activities of searching, shopping and buying are becoming increasingly blurring
Hospitality sites lose up to 50% of potential bookings as result of usability issues
47% percent of travelers are happy to fill out user profile forms, but most are not happy with the benefits received!
Understanding the consumer and what triggers travel for different individuals is key
Personalized pieces and pURLs can help jump-start search activities, streamline the shopping process and increase the likelihood of getting to buying phases; using:
A relevant offer to the specific customer
Precise timing (before booking, after booking, during the trip or just before departure)
Target a specific type of buyer (e.g., family reunion attendee, ski enthusiast or business traveler)
Use multiple channels, as appropriate
There is a great opportunity to add marketing communications on documents that are already provided to customers
For example, invoices, resort guides, check-in slips
Return on marketing investment in the hospitality industry should be based on lifetime value of a guest and not a single booking in response to specific marketing activity

4. Clarion Hotels Branded Electronic and Print Menus
Program objectives
Increase revenues for franchise holders by providing marketing materials promoting events and catering services.
Target audience
Franchise holders
Key messages
Promote events and catering services
Preserve corporate messaging and branding

5. Clarion Hotels Branded Electronic and Print Menus
Implementation
The campaign included print and online elements
Postcards sent to 200 franchises informing them of the campaign
Online interface for creation of eMenus
Personalization
Print and electronic menus personalized by:
Address
Logo type
Contact information

6. Clarion Hotels Branded Electronic and Print Menus
Results
The campaign resulted in increased franchise cooperation
Hotels from all over the country are now ordering menus online
The web site is now being used as tool for additional materials
Branding and messaging were preserved across multiple franchises

7. Hilton Doubletree Hotels Online Print Collateral Solution
Program objectives
Increase efficiency for 250 hotel properties by providing a centralized online system for ordering branded print marketing collateral
Target audience
All Doubletree properties
Key messages
Increase revenues with branded marketing collateral
Doubletree is streamlining marketing services for its properties

8. Hilton Doubletree Hotels Online Print Collateral Solution
Implementation
The DOT 2.0 campaign included print and online elements
Create user friendly web-to-print solution
Grant centralized access to all 250 properties
Enable property specific collateral while preserving brand integrity
Provide advertisement creation functionality
Manage a comprehensive template and image library
Personalization
Print collateral personalized by:
Property name
Location with map
Accommodations
Dining and Entertainment
Attractions
Contact information

9. Hilton Doubletree Hotels Online Print Collateral Solution
Results
The campaign resulted in more efficient operations
DOT is now the “one-stop-shop” for all branded collateral
Properties can print over 250 different assets
Branding and messaging are preserved across all properties

10. Club ABC Tours Program objectives:
Club ABC Tours is a private travel club and one of the largest travel clubs in the world, providing tour packages for individuals and families who travel frequently and appreciate value travel.
Program objectives:
Increase bookings among frequent fliers, acquire new members and Attract referrals
Target audience and list:
Audience was ~20,000 current members and prospects, comprised of an internal list and a purchased list of prospects, specifically targeting empty-nesters who owned a home, with a high household income, living in the northeast of the US
Segmentation and key messages:
The messaging and offer of the campaign was broken down into four segments: Prospects, members who travel infrequently, members who travel frequently, and lapsed members
Each segment received a different offer. E.g., frequent travelers were given a discount on their next trip whereas prospects were given a discount on their membership fee
Source: PODi. For more info visit Not all PODi case studies were printed using HP Indigo technology

11. Club ABC Tours Campaign architecture
Multi-channel campaign with four touch points:
Direct Mail: The target audience received a personalized direct mail piece with an offer, and a generic URL and personalized code, which brings the recipient to personalized landing page
Personalized Site: The personalized page was a repeat of the recipient’s offer, and was designed to collect additional personal data and
48 hours after the direct mail piece was sent, an was sent to every recipient with the URL and their personalized code.
Telemarketing: If a visitor to the landing page did not book a trip, a sales representative called the visitor to see if they had any problems booking a trip or questions about the offer.
Source: PODi. For more info visit Not all PODi case studies were printed using HP Indigo technology

12. Message/images based on demographics and travel preferences
Club ABC Tours
Message/images based on demographics and travel preferences
$100 offer
Personalized
Source: PODi. For more info visit Not all PODi case studies were printed using HP Indigo technology

13. Club ABC Tours Results Revenue from bookings and fees: $437,288
Revenue from memberships: 4,343
Total passengers: 180
New members: 142
Referrals: 98
Source: PODi. For more info visit Not all PODi case studies were printed using HP Indigo technology

14. Automobile Association of America
Situation and program objectives:
The Mid-Atlantic branch of the Automobile Association of America (AAA), wanted to:
• Generate traffic for AAA branch stores
• Encourage purchase of products and services
• Gather information from customers
Target audience and list:
Initially, the program was directed at people who had booked travel in the previous week.
As the program progressed, AAA expanded it to include all members and non-members who had inquired about services
The program runs approx. 1,500 pieces per week
Source: PODi. For more info visit Not all PODi case studies were printed using HP Indigo technology

15. Automobile Association of America
Stamped with real postage stamps - to increase response rate
Images tailored to trip type
Text tailored based on trip type and agent
Bon Voyage mailer — A 4x6” personalized card and envelope sent from the specific agent, timed to arrive in the recipient’s mailbox within two weeks of their scheduled departure
Source: PODi. For more info visit Not all PODi case studies were printed using HP Indigo technology

16. Automobile Association of America
Stamped with postage stamps to increase response rate
$100 offer
Personalized from the agent to the customer
Welcome Home mailer:
Arrives shortly before the client returns home from a trip booked through AAA and contains:
Personalized card from the agent
Gift certificate
Business reply card
Source: PODi. For more info visit Not all PODi case studies were printed using HP Indigo technology

17. Automobile Association of America
Results
Bon Voyage program
Over a 12 month period, 12.5% of travelers who received this mailer visited a local AAA store and spent an average of ~$500
Compared to the control group – 3.1% of the entire AAA membership visited a local AAA store and spent an average of ~$80
Welcome Home program
In a two-month period - 25% response rate on the BRC
4.8% of travelers who received this mailer redeemed their gift certificate reward
Source: PODi. For more info visit Not all PODi case studies were printed using HP Indigo technology

18. The Maine Office of Tourism
The Maine Office of Tourism implements marketing programs for the state of Maine
Situation and program objectives
Lead generation: Increase response rate of direct mail campaigns, increase visitor traffic to Maine and subsequent revenues
Target audience and list
Prospects - Consumers requesting travel information about Maine (visitors to Maine website that indicated they had plans to visit the state). Approx packets per weeks were distributed for a period of 15 weeks
Key message:
Asked recipients to provide additional information, and enter a drawing for a free shopping spree at L.L.Bean if they returned the surveys
Source: PODi. For more info visit Not all PODi case studies were printed using HP Indigo technology

19. The Maine Office of Tourism
Pieces were mailed to a control group and a test group – both with the offer to win a shopping spree at L.L. Bean
Control group
Received a generic pocket guide
Generic postcard as response device, with questions about usefulness of package
Test group of same size
Received personalized pocket guide with customized copy and images determined by the information entered by the consumer at VisitMaine.com, as well as the season
Personalized postcard with questions about usefulness of package
Customized images
Customized content
Source: PODi. For more info visit Not all PODi case studies were printed using HP Indigo technology

20. The Maine Office of Tourism
Results
The personalized package outperformed the static “one size fits all” package in the following ways:
23.4% increase in revenue
24.1% increase in the response rate
73% indicated the customized guide was helpful
96% planned a trip to Maine within the following year
The campaign helped create an infrastructure for follow-up marketing to past and potential visitors to Maine
Source: PODi. For more info visit Not all PODi case studies were printed using HP Indigo technology

21. Thank you