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Case Study 6
Industry: Travel and Leisure
Challenge: Increase the Conversion Rate of Sales Leads
- Capture the attention of potential customers more effectively
- Integrate personalization and direct target marketing into collateral materials
- Communicate with prospects quickly and with maximum impact
Analysis
A major travel and leisure industry client was sending static, non-personalized catalogs about its offerings to prospective customers who contacted its call center or web site seeking information. The client believed it could increase its sales conversion rate by expeditiously delivering sales literature to its prospects that reflected their specific interests in travel locations and activities.
Solution
JKG Group worked with the client to define the types of direct target marketing information it wished to incorporate into its sales and marketing collateral and devised a pilot program to test this new strategy. The process begins by having the call center personnel gather information about the prospect's specific interests. That data is input into the client's CRM, which in turn is integrated with JKG Group's Client Services server infrastructure. Subsequently, the data is incorporated into a custom database on a daily basis and then merged into a personalized customer brochure. The brochure includes variable elements that change based on the characteristics defined by each customer. Each brochure is individually printed, polybagged and mailed to the customer within one business day.
Execution
The client thought that if it could achieve a 3% to 4 % increase in its sales conversion rate, it would have considered it to be a resounding success. The actual increase in the sales conversion rate was in excess of 30%. Based on these results, the client plans to utilize this method more extensively to maximize the success of its sales and marketing efforts.
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