Database Marketing for Hoteliers/ Leisure Operators

Question: Is direct marketing still worthwhile?

Direct mail remains one of the most effective forms of promotional activity. However a mailing list can be as broad as a telephone directory or as targeted as a precision list, depending on your instructions. Direct mail remains one of the most effective forms of promotional activity. However a mailing list can be as broad as a telephone directory or as targeted as a precision list, depending on your instructions.

Lists are available for both consumers and companies. Dealing with consumer lists first, you can get lists based on compiled data – where someone has put a list together based on stated criteria such as gender, age, membership of a club etc.– or a user list, which has the benefit that people on the list have undertaken the stated activity.

A compiled list, such as the directory, is likely to be less effective than a user list drawn from a lifestyle survey or a list of known consumers. Whatever the list source though, don’t take it at face value. Specify other criteria such as gender, geographical location and demographic profile of entries to improve your selections.

Find out if the list supplier has life-style data available and ask if they can ‘run’ your list against other factors such as special interests, age, car ownership etc. Lists refined in this way will cost more per entry. However your wastage will be less and your response should be higher - which are key factors.

When buying a list of people who have done something, such as buying a short break, check when they last bought. More recent and frequent purchasers tend to be the best to sell to.

When mailing companies, you can select by such factors as Standard Industry Classification Code (SICC), number of employees, annual turnover etc. Analysis of your current users by the same factors will enable you to identify what to ask for. In the past we have found very different types of companies use bedrooms and can be drawn to Christmas Party Nights etc.

Careful list selection works.

Lists are available for both consumers and companies. Dealing with consumer lists first, you can get lists based on compiled data – where someone has put a list together based on stated criteria such as gender, age, membership of a club etc.– or a user list, which has the benefit that people on the list have undertaken the stated activity.

A compiled list, such as the directory, is likely to be less effective than a user list drawn from a lifestyle survey or a list of known consumers. Whatever the list source though, don’t take it at face value. Specify other criteria such as gender, geographical location and demographic profile of entries to improve your selections.

Find out if the list supplier has life-style data available and ask if they can ‘run’ your list against other factors such as special interests, age, car ownership etc. Lists refined in this way will cost more per entry. However your wastage will be less and your response should be higher - which are key factors.

When buying a list of people who have done something, such as buying a short break, check when they last bought. More recent and frequent purchasers tend to be the best to sell to.

When mailing companies, you can select by such factors as Standard Industry Classification Code (SICC), number of employees, annual turnover etc. Analysis of your current users by the same factors will enable you to identify what to ask for. In the past we have found very different types of companies use bedrooms and can be drawn to Christmas Party Nights etc.

Careful list selection works.