CASE STUDY: Guerilla Direct Mail Campaign for Local Golf Club

Provided by Gasp
Award winning DM campaign raising awareness of Windlesham Golf Club within their catchment area.
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What was the Challenge / Background of the Campaign?

Windlesham Golf Club is located on the Surrey/Berkshire border competing with over 100 Golf Clubs to attract local golfers. Research shows that golfers reside within a short distance of their Golf Club. Or do they? Situated by the M3, Windlesham Golf Club is a short drive away from thousands of active golfers, from Southampton to West London. We chose to communicate just how close the Club was in a way golfers would remember.

What was the Campaign Objective?

The campaign objective was to identify and engage with a new potential membership in an innovative, cost-effective and measurable way. Driving website and social traffic alongside membership enquiries from a previously untapped audience.

What was the Solution?

We hit golf balls (delivered safely, by hand) into gardens all along the M3 corridor. Anywhere within 30 minutes, A Short Drive, from Windlesham Golf Club. Messaging on the golf balls encouraged the recipient to visit the microsite www.ashortdrive.com allowing both registrations from new members and for us to fully measure the impact of the campaign. See the video for a full explanation.

What were the Results?

The campaign generated 125 new membership enquiries, converting a record number into full members. This was accompanied by a 30% increase in the Club's web traffic and a huge spike in social media interactions, in fact membership enquiries are still coming in from the campaign video. As if that wasn't enough, the video gained 5000 views in the first 24 hrs, won an international award (Best DM) and was shared on blogs in over 40 countries, the social noise about it deafening for several days. In terms of 'social currency' the ROI for Windlesham was incalculably good!

What were the Key Learnings of this Campaign?

By combining an engaging idea with a targeted and cost-effective approach we were able to drive membership enquiries and generate an impressive ROI for our client.
BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50kHouseholds within a 30 min drive of the golf club
25 - 34
35 - 44
45 - 54
Male
AB
ABC1
DIRECT MARKETING / POSTAL
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
SouthAll YearDIRECT RESPONSE
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