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Travel Leaders Launches Direct Mail InitiativeMarch 26, 2010 By: George Dooley
Travel Leaders has launched its new “Direct Mail On Your Behalf” program that gives associates the ability to target-market their clientele with free mailings and minimal effort. Travel Leaders reports that 28 percent of its locations have already participated in beta testing of the program, giving the marketing effort “significant momentum.”
The program uses Travel Leaders agents’ databases and adds customer data with specific demographic and psychographic information at no cost. The successful pilot included nine separate campaigns – a total of over 71,000 mailed pieces – and demonstrated to participating associates that they no longer have to spend hours querying their databases and uploading names for proper promotions, Travel Leaders said.
“By targeting the right piece to the right client at the right time, our associates will receive a higher return on each mailed campaign,” stated Roger Block, president of Travel Leaders Franchise Group. “Using the databases supplied to us by our Travel Leaders associates and then working closely with each of our featured suppliers on an offer-by-offer basis, we’re able to centrally determine the best audience to receive each offer. This method not only ensures that each mailed marketing campaign is being maximized by hitting the best and most appropriate customers, but it also minimizes the work each of our individual Associates must do to participate.”
Travel Leaders’ initiative is a direct result of its successful “On Your Behalf” e-mail marketing program that enables franchisees to have regular e-mail messages sent to clients with minimal effort.
Travel Leaders associate Robbert van Bloemendaal, who participated in the pilot and experienced increased sales as a direct result, endorsed the new program. “Without having to do anything, Travel Leaders searches my database and sends targeted, supplier offers from our agency to my clients whom they’ve identified will be able to use the offer,” he said. “I mean, how much easier is that? No work on my part, and better still, no cost. The proof is in the pudding – today, a client called up about a direct mail piece he received and wants to book a multi-island package in Hawaii. And there are more examples.”
Block said the “Direct Mail On Your Behalf” program is compatible not only with Q3 – Travel Leaders’ proprietary CRM tool used by Travel Leaders Associates – but also with other databases associates may be using to store client data.