Stämpfli Kommunikation: Low season at its peak
Stämpfli Kommunikation developed a dialogue marketing campaign for Reka to promote vacation offers outside the peak season. In addition to a print mailing, a microsite was also developed.
Reka is the Swiss provider of family vacations. In Switzerland as well as in surrounding countries, the organization offers around 1.3 million overnight stays. To ensure that the facilities and vacation apartments are not only visited in the high season, Stämpfli Kommunikation developed a dialog marketing campaign with the aim of supporting bookings in the low season. Two secondary target groups were addressed: Families with children not of school age and couples whose children have already reached the age of 18. Both the company's own contacts and purchased addresses matching the profile were approached.
The target groups were contacted via print mailing including reminder e-mails, with the content tailored to the two target groups in terms of subject, headline and offers. To increase the attractiveness of the offer, recipients could benefit from a price reduction on a booking via a promotion code and take part in a competition. Once on the personalized landing page, it offered various dialog options: Interested parties could find detailed information about the offers, take part in the competition including the possibility of recommendation, register for the newsletter and order the Reka catalog.
With a response rate of up to 2.5 percent, around half of all recipients who responded to the mailing took part in the competition. This led to the acquisition of new contacts. According to Reka, this is a pleasing result, especially as significantly more bookings were recorded thanks to the campaign than in the previous year.
