Hotel and Lodging
Client: Hotel and Lodging
Agency: Bounce - Greenville, SC
The client is an innovative national leader in the hospitality industry. They are among the first companies to offer extended stay services, a business they have grown into a 300+-hotel unit operation. Neither the client nor their national advertising agency had the direct marketing resources and expertise needed to develop a campaign with sophisticated segmentation, targeting, tracking, measurement, and predictive elements needed to insure that first-year customer acquisition and ongoing improvement goals would be achieved.
The client desired to:
Grow existing customer base by 45,000 stays in the first year with increasingly higher expectations in subsequent years. Based on results from a large sweepstakes program conducted the year prior, the client had selected the target audiences for their new direct mail marketing program. Response and bookings should be tracked using business reply cards which allowed reprocessing of raw results with the right set of metrics.
- Over 58,000 customers were acquired, surpassing the client’s goal of 45,000 by nearly 30%.
- An 1800% (not a typo) ROI was realized because room-bookers were targeted in place of ad-responders.
- Valid results measurements