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Advantage targets new customers in 2013 leaflet campaign
Advantage is targeting new customers with a door-to-door leaflet campaign in the New Year.
Nearly 400,000 flyers will be distributed via Royal Mail to potential customers in January in a bid to increase footfall to members’ shops.
More than 90 Advantage Travel Centre members are taking part in the door drop scheme which has seen their customer databases profiled and then matched with additional similar households in their area.
The leaflets contain exclusive offers, deals and the chance to win a family holiday to Corsica, provided in conjunction with Mark Warner, with a call to action to contact their local named Advantage travel agent.
As part of the ‘Now is the time to book…’ campaign, Advantage is also providing members with window point of sale banners and leaflets featuring the Corsica prize draw.
Mark Rowe, head of marketing – leisure at Advantage Travel Centres, said: "This is the first time we have incorporated door drops that are so targeted and which we distribute on behalf of members as part of the turn of year campaign."
Advantage’s latest direct mail (DM) campaign in September to existing customers had an overall response rate of 5%, generated 738 bookings and brought in £2m in revenue with an average transaction value of £2,737.
The response rate of the control group (those customers not mailed) was 2.6%, resulting in an incremental uplift in response of 2.4%, generating £943,000 worth of incremental revenue for the members who took part.
Advantage is looking to send out a follow up postcard and email with its next DM campaign in February to see if this increases response rates further.
Diane
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