A campaign using customer profiling and segmentation tools to identify and target potential race-goers paid off in terms of driving early ticket sales.
“Royal Ascot is one of the biggest events in the sporting calendar, attracting thousands of visitors every year,” says John Blake, head of sales and marketing at Ascot Racecourse. “For the campaign, we needed a partner who could promote our early booking discounts and drive ticket sales.”
The direct mail and email campaign was devised and executed by Callcredit and made use of Callcredit’s new ‘Connected’ segmentation model, which profiles consumers’ specific technology use and online behaviour and allowed Royal Ascot to target people through their preferred communication channel.
Ascot has used a multi-channel approach over the past three years. In the 2010 pilot campaign, Callcredit targeted 12.5% of Ascot’s usual campaign volume using both email and direct mail. As a result of the success of this approach, this was increased to 50% last year, while this year (2012), 100% of the campaign volume has been both email and direct mail.
In 2010 and 2011, multi-channel responses were up by an average of 30% compared to those generated by direct mail only.
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