Responsive mailings under tight budget control.

A major leisure group with over 30 locations across the country wanted to aggressively promote itself in order to rapidly increase sales within a short period of time. The issue was how to find the right mailing strategy to generate maximum response.

Direct mail success or otherwise is dependent on the data available, the cleansing and constant review of the data to maintain accuracy. The other key characteristic of successful mailing is measurement of response to differing offers so that the correct balance can be struck between the database, the offer and the response.

Pavilion has undertaken numerous campaigns with the client focussing on small groups of mailings. The key to success has been the client's ability to measure the response and Pavilion’s ability to turn around mailings from concept to doorstop in a couple of days! Repeated small mailings with a large customer data base and up to 50 variants and measurement of response has led the client to view direct mail as the best promotional tool.

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