We've used direct mail to help Four Pillars Hotels cultivate and maintain profitable relationships with new and existing customers.

Originate

Four Pillars Hotels are fortunate in that they have good relationships with a large customer base, which we’ve helped to maintain and develop over the years. Our direct mail campaigns to existing customers have helped to maintain a very good hotel occupancy level over the years. However, for the summer 2007 mailing, Four Pillars wanted to target potential new customers, as well as their existing customer base.

Integrate

We had Four Pillars’ existing customer database profiled, in order to identify their target market and expand their database with potential customers that most closely matched that profile and fitted an established criteria. We then created an offer-lead mailing piece with a fresh, summery lifestyle feel, along with targeted sales letters – one for the existing customers, one for the prospective new customers. A feature on the Four Pillars website tied in with the direct mail piece to capture online customers. This solution provided the right mix of online and offline integration, targeted messages, creative standout and cost-efficiency.

Accumulate

Marketing Team Direct has helped Four Pillars establish and grow a loyal customer base in the leisure market. Although we cannot publish specific results, direct mail like this helps to keep occupancy levels across the group at above industry average levels. By profiling the existing customer database and sourcing a new matched prospect database, Marketing Team Direct were able to increase the volume mailed and split the offer across the two groups. Offer codes gave an indication of the data source to assist campaign measurement. The existing control data far outperformed the new data. However, new customers were gained and the new database can now be nurtured over time. Overall return on investment exceeded the campaign target.