Erzherzog Johann Case Study
SPA Hotel Erzherzog Johann is a hotel with a high feel-good factor that pampers its guests with its many offers, ranging from the Johann SPA and award-winning cuisine to its unique sense of hospitality. The hotel offers a modern-day approach to tradition, cultural activities, many workout options and an impressive scenery. Hotel guests will get a break from their everyday lives, no matter if they choose an active vacation, a relaxing one or one focusing on all things beauty.
Which effect does a direct targeting approach relying on a cross-media strategy including direct mailings to pre-defined target groups have?
PRINT: Erzherzog Johann chose roughly 20,000 contacts in 4 provinces (Vienna,
Lower Austria, Upper Austria, Salzburg) that met the following selection criteria: couples, aged 45+, very high income and high education. They were invited to participate in the prize draw via a landing page advertised on a high-quality postcard in C4 format. Among all participants, dream vacation trips worth more than EUR 2,000 were raffled.
WEB: In addition to the above, the prize draw was promoted on the homepage (www.erzherzogjohann.at).
NEWSLETTER: A newsletter was sent to 15,000 newsletter Erzherzog Johann newsletter subscribers as well as to 20,000 Austrian Post newsletter subscribers. It included a link to the prize draw.
FACEBOOK: On Facebook, the main picture was adapted to encourage users to participate in the prize draw. It included the URL for the prize draw.
OTHER CHANNELS: We placed an ad in the magazine Gesund Plus Magazin OÖN and the Servus Magazin supplement as well as information on the web sites of several business partners.
DATA REGISTRATION and MONITORING: During the entie campaign, all responder data were recorded on the lead management platform. Duplicate checks were performed and data was checked against other offline data.
The goal was to get people to participate in the prize draw (new, qualified interested persons) and to sign up for the newsletter in order to be able to provide them with targeted offers in the future. Another goal was to generate bookings and to have gift certificates redeemed.
A combination of offline and online
... attractive prize draw including a survey
... creatively designed mailing items
... follow-up activity: incentive (consolation voucher) for every non-winning participant
Response rates broken down by channel:
Mailing/Info Post Select mailing: 6.6%
Various newsletters: up to 4.6%
High voucher redemption rate resulting from consolation letter mailing
Relying on the results, we created customer profiles with SINUS-MILIEUS, which allowed us to identify exciting new target group potential.
DMVÖ – Dialog Marketing Verband Österreich