The Sales and Marketing Director of a Leisure Trust in the South East, had traditionally run her new member recruitment activity via above the line media, e.g. banners, newspaper advertising and generic flyers. She knew of Sport England’s market segmentation and wanted to try a more targeted approach, but wasn’t sure how to go about it. She asked Cascade3d to deliver a Direct marketing campaign, using budget that would have been allocated to newspaper advertising.
We analysed the membership data, to find out which of the 19 Sport England segments were most well represented across their gyms, and in which postcode sectors most of their members lived. We then looked for more addresses within the same postcode sectors, which were most likely to house the Sport England segments we had identified, using data from Cascade3d Prospect Pool. By finding ‘look-a-likes’ of their existing members, and de-duplicating their addresses, we were able to target the campaign at the households most likely to respond.
We worked with the trust to develop their artwork. The design and offer varied by Sport England segment and the leisure centre information and Local Authority contract varied, based on the prospect address postcode. From there we managed the entire production process, including briefing the printer on the variable elements of the campaign and data.
Once the campaign had been released, the Sales and Marketing Director was able to measure the impact of the campaign straight away, using a specially designed Return on Investment report we loaded directly into their Cascade3d Reports system. This identified how many new members joined from the target addresses in the period of the campaign. Using the Trust’s average figures for length of membership and membership monthly revenue, the report calculated the lifetime value of the newly acquired members. With the results demonstrating the profitability of the campaign, this Trust has continued to run further targeted Direct marketing campaigns, using Cascade3d’s Prospect Pool data.
If you want to understand how Cascade3d can help you meet the challenges in your business, give us a call today on +44 (0)844 736 5227.