| The Challenge |
|
Additional Passengers & Revenue
Generated by Targeted Direct Mail and
Web Promotions
Driven by a 360° Customer View
Marketing Database
|
|
Having to lower customer acquisition
costs, drive incremental revenue for their specialty cruise lines and learn
more about their
customers, Delta Queen Steamboat (a branded line within American Classic Voyages)
needed information and an integrated marketing plan. |
|
| The Approach |
|
|
A marketing customer knowledge database solution supporting their customer
acquisition and retention strategies, linked to a new Internet site and
target segment marketing plan. |
|
| The Results |
|
- Developed an ROI-based Marketing database plan
integrating a 360° view of passengers, prospects, direct mail, media
- Developed analysis - passenger and prospect
segmentation, direct mail results and media effectiveness
- Created a targeted direct mail campaign for retention
of prime customer segments.
- Re-launched brand website with visitor tracking and
analysis
- Developed website only "last minute" promos
to fill target cruises
generating increased passenger revenues and booking rates.
|
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