Advantage Travel Centres is including targeted door drops for the first time in its turn-of-year campaign for 2013, distributing nearly 400,000 flyers to potential customers in January.
More than 90 participating members have signed up to the door drop activity, which involves their customer databases being profiled and then matched with additional similar households in their area.
The flyers, which will be distributed by Royal Mail in January in a bid to increase footfall to members’ shops, contain exclusive offers, deals and the chance to win a family holiday to Corsica, provided in conjunction with Mark Warner. It also includes a call to action to contact their local named Advantage travel agent.
In a campaign themed as ‘Now is the time to book’, Advantage is also providing all members with window point of sale banners highlighting summer sun and winter sun holidays, as well as a poster and leaflet featuring the Corsica prize draw to help members capture potential new customers.
Mark Rowe, head of marketing services (leisure) at Advantage Travel Centres, said: “This is the first time we have incorporated door drops that are so targeted and which we distribute on behalf of members as part of the turn of year campaign.
“This complements the direct mail activity we have focussed on this year which involves nearly 100 members and targets segments of their customer database with tailored holiday offers.”
The latest direct mail campaign in September had an overall response rate of 5%, generated 738 bookings and brought in £2 million in revenue with an average transaction value of £2,737.
In comparison, the response rate of the control group, where customers were not mailed, was 2.6%, resulting in an “incremental uplift” in response of 2.4%, which generated £943,000 worth of incremental revenue, said Advantage.