Case Study: Expedition Travel Provider

Case Study: Expedition Travel Provider

 

Problem
This provider of Luxury Travel utilizes multiple channels for customer acquisition; direct response is a vital part of that effort. Despite strong success in its direct response activities, management was interested in taking it to the next level and commissioned a review of its programs.

 

Approach
A full audit of direct response activities was carried out. A roadmap of elements required for improvement was created and executed including:

• Changes in targeting and scheduling
• Development of effective test plans
• Conducting a brandDelphi^TM study to determine current and former customer improvement
• Communications testing of current and proposed marketing materials
• Communication with key internal constituencies about the importance of their contributions to the success of the business

 

Results

• Direct mail targeting and scheduling were adjusted
• Key areas of product offering improvements were identified
• Copy points most effective in motivating prospects to engage in expedition travel were identified
• Communications materials were adjusted to reflect direct customer feedback
• Database enhancements were identified.