Direct Marketing News - 2012 Essential Guide

FEATURE | Direct Marketing Guide 2012

“Organizationally align people who are responding
to different channels into the same database,” she says.
“Integrate a loyalty program with an outbound email
program and online booking engine, for example. In-
stead of thinking of them as three separate groups with
three separate goals going after the same customers, try
to nurture the customer in a holistic way.”
Data management is important for all marketers, but
is especially important for loyalty marketers, as loyal
customers expect a certain level of personalization that
they might forgive a brand who is trying to acquire their
business for the first time.
“The expectations are much higher when you have
a relationship with customers,” says Kelly Hlavinka,
managing partner of Colloquy. “Loyalty marketers risk
ignoring relevance at their own peril, customers will dis-
engage without it.”
Hlavinka points to Hilton Hotels & Resorts’ HHonors
program, which lets consumers decide which channels
they’d like to receive messages from, as being consistent
across media because of this centralized database.
“Companies aren’t doing a good enough job with

Barclaycard US and
US Airways leveraged
their direct mail piece
with a PURL to the
campaign’s microsite

communications,” says Hlavinka. “They are not paying
enough attention to how they centralize the data, and
show that they are listening by sending relevant offers.
We see consumers disengaging when brands don’t use
this data because there is so much competing for their
time and attention.”
“The traditional channels established the disciplines of
direct marketing,” concludes VanBoskirk. “Even though
there are many new channels available, the basic prin-
ciples still apply. This includes not messaging too much
and using customer insights to make your message per-
sonalized and relevant.” ■

Direct mail messages target idle boating enthusiasts

Client: Recreational Boating &
Fishing Foundation
Agency: Colle & McVoy
Outtake: To encourage boating
enthusiasts to renew their lapsed
boat registrations.

The Recreational Boating & Fishing Foundation (RBFF) issues permits for boat owners who enjoy recreational boating and fishing across the nation. Because boat owners are required to update their boat registrations every three years, the organization is challenged with making sure that members stay active and renew their boating permits.

To address the issue, the RBFF teamed up with state fish and wildlife agencies and created the Lapsed Boat Registration Pilot Program, a campaign that highlights the fun aspects of boating life. The idea was to send test direct mail that encourages online registrations using scenic imagery of people boating. The first test was carried out in Oregon in 2009 in partnership with the Oregon State Marine Board (OSMB) and the Oregon Department of Fish and Wildlife. Following the