Eight direct mailings by 90 Travel Network Group members have reached 100,000 households, according to latest figures from the consortium.
The move towards more personalised and targeted marketing activity by using database segmentation remains a strong focus for the group in 2015.
The group’s marketing team is looking to assist a further 30 additional members over the next six months.
A ‘Power of Data’ workshop is to be held on May 13 in Woking to help members understand how they can “work their data harder”. A video is also being produced to assist.
Group managing director Gary Lewis said: “Our approach to database segmentation is all about helping our members ‘divide and target’.
“By dividing up their database into segments, they can more easily target their customers through focused and relevant direct mail-outs that appeal more personally to them.”
Group marketing director Si Prentice confirmed that the central marketing team had been working with a third party agency to expand the proposition. The mailings had continued to evolve to ensure that each participating member saw increased personalisation.
“Each mailing now has the members’ personalised contact details, introduction copy and photograph,” he said.
“We literally do the whole process for the member from sourcing the product and creating the mailing piece, through to paying for the postage. And this is a member benefit that they pay no extra for. It’s included as part of their annual membership fee.”
Lewis said: “Since implementing our growth strategy members have received more marketing support than ever before and the feedback from our membership has been incredibly positive.
“Our on-going objective is to ensure that we continue to help members drive more customers into their businesses by benefiting from access to central resources. We believe that the tools and support that we are providing them in this area is achieving just that.”
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