CASE STUDY: Harrogate International Centre 'We Miss You' choc
Provided by Royal Mail MarketReach
A leading conference and event venue used a chocolate piece of direct mail to win new business
What was the Challenge / Background of the Campaign?
Acknowledged as one of the country's top venues, Harrogate International Centre (HIC) combines excellent facilities with the very best in service. Part of Harrogate Borough Council,
HIC has long been one of the UK's favourite venues for exhibitions, conferences, trade fairs, public shows, product launches, banquets and entertainments. What's more, the company has ambitious plans to strengthen its already impressive industry standing.
What was the Campaign Objective?
HIC wanted to re-engage with past and lapsed clients, reminding them of what they have to offer - in particular the warmth and high levels of service common to the town and venue.
Whilst HIC was winning new business from new opportunities, a combination of natural attrition, new venues elsewhere and the effects of the recession had deprived the company of some historic clients
What was the Solution?
Sometimes the simplest ideas are the most successful, a fact that is certainly true of this direct mail campaign, which has to date achieved an 11,000% return on investment (with more to come).
HIC's intention was to send a simple and very personal piece of DM with an iced chocolate heart to past and lapsed clients, reminding them not just of the venue's capabilities, but also the personality and people that make HIC so popular with clients.
Above all the campaign was never intended to be a 'scatter-gun' approach, it was focused with a small but very targeted audience.
What were the Results?
When quantifying the results of this campaign it is important to understand the expenditure. Including design, artwork and print, each mailer cost £4.99 plus £1.49 postage - totalling
£311.04 for the campaign.
As a direct result of the campaign HIC has contracted one association event for 2012 with a value of £35,340 - a guaranteed return of 11,361%, excluding additional services and facilities yet to be discussed.
What were the Key Learnings of this Campaign?
The company is also (as a result of this mailer) holding space for four consecutive years (2012-2015) for another association client (£53,180 p.a.) and one event valued at £41,290.
Should these confirm, excluding additional services, this £311 mailer will have brought in £343,530 - a staggering 111,000% return!
"There is no doubt that this project has been an overwhelming success, carefully balancing the right message with the right audience," said Lynne Farrow, brand manager of the Harrogate International Centre.