The Advantage Travel Partnership
Advantage appointed Marketing Radar as part of a programme to improve the integrated marketing activity it provides for its travel agent members. A system was required that could, as a minimum, accommodate access for over 150 agent members, accept booking and contact data from different reservations systems, manage contact permissions and allow each agent their own targeting segmentation.
The objective was for campaigns to be created centrally but driven by dynamic data to produce highly targeted and personalised communications.
The technical challenges of compiling a database to cope with the variety of inputs and produce a platform to drive the marketing activity, was quickly overcome by Radar. What’s more, by adding external lifestyle and demographic data through Radar’s profiling tool further targeting was possible for campaign planning and implementation.
Personalisation and campaign analysis was made possible in ways previously unattainable, including by agent, local airport, offers, segment and profile type.
The new system allowed a more comprehensive and frequent programme to be run. Mail campaigns were increased to three major occasions a year (with email follow-ups) and monthly anniversary of booking mailings. Triggered emails were introduced at key points in the holiday lifecycle. eNewsletters were added to maintain customer contact and promote late sales.
The initial trial tactical activity achieved an ROI of over 10:1 and the most recent activity achieved over 20:1. Member agents are delighted with the results and the corresponding increase to their profitability.
The Advantage management team are doubly pleased; happy members and they are gaining new insight into customer buying trends. Coupled with easy access to campaign evaluation the results are fuelling a programme of continuous improvement for future marketing activity.