Four Pillars low cost, low volume direct mail
Getting to market quickly and cost-effectively with a targeted message can make all the the difference in the current climate. Our postcard mailings for Four Pillars are a classic example of low cost, low volume direct mail.
Originate
Four Pillars Hotels had two strong offers with which they wanted to target their customer database. Being last minute summer breaks, time was of the essence and it was crucial that we were able to give them a solution that could be in the hands of potential customers quickly, yet had the standout to cut-through competitor's communications at a really crucial time of year.
Integrate
Using profiling and tagging, we were able to ensure that each customer was targeted with the most relevant of the two offers. We then devised two distinctive, highly impactful creative solutions, which were used on a simple postcard format. This enabled us to produce the mailing quickly and cost-effectively, without losing any of the impact. Integrated landing pages on the Four Pillars website tied in with the direct mail pieces and enabled customers to place a booking online.
Accumulate
The postcards were delivered in break-neck speed, at a more cost-effective direct mail rate than Four Pillars have ever had in the past. However, they still achieved an acceptable response rate and helped to increase room occupancy at the last minute.
