ROI-based marketing is what we do here at AIR Marketing. A cornerstone to delivering a high return on marketing dollars is understanding your customers and segmenting them based on key attributes. This enables the delivery of targeted messages that are more likely to result in the desired conversion. In a way, message delivery based on marketing segmentation is akin to speaking to customers as an individual-which is far more effective than screaming at the crowd.
This is exactly the topic reviewed at DMNews (Digital Insider), featuring the case of Hershey Entertainment & Resorts Company. Of course, AIR Marketing is a partner with Hershey in making all of this happen. Here is an excerpt:
“We realized that we had not been doing enough with our data,” said Tjibbe Lambers, director of marketing analytics at Hershey Entertainment & Resorts. The company began working with direct marketing firm Air Marketing in 2007 in order to consolidate data across its customer relationship channels, sales, accounting and finance departments.
The theme park now has four audiences it targets with unique messaging: its family customers, couples segment, spa visitors and golfers. Hershey’s uses a combination of mailings, customer micro-sites and e-mail to connect with customers. A general brochure is still sent to all of the customer segments. After that, customers receive a follow-up postcard that is aligned with the recipient’s interest category, such as golf. The post card directs the recipient to a PURL, or personalized URL, that provides original content aligned with their interest. For example, golfers might find an “insider’s tip sheet” and spa-goers will see a health and wellness-related article.
“Consumers are tired of the old way of direct marketing,” Elaine Ralls, president of Air Marketing, told DMNews.
There are many companies that are looking to capture and then analyze marketing and customer data across their organizations. However, Ralls believes her company has hit a “sweet spot” by tying in financial and accounting information as well. In the case of Hershey’s, Air Marketing is able to predict how much revenue various customers within each segment will bring in.
Read the full article here.
Tags: Analytics, Hershey Entertainment & Resorts Company, Marketing, Segmentation
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