Some details
Content of the direct campaign:
- skier receives skiing statistics from his skiing day
- the statistics include detailed personal altitude chart
- skiers are individually motivated via ",Ski Challenge", motivational scheme and fullfil levels according the total skied distance (100km = Black bomb)
- this psychology leads to more skiing days, more purchased ski passes and higher revenue. Skiers
Logic of campaign
Personalisation:
- name
- personal skiing statistics
- motivational ski level
- according to 50 more variables
- campaign takes total more than 500 variations
Intelligent targeting and timing:
- sent one hour after the end of skiing = 80% open rate
- sent individually across different ski resorts
Advanced data usage:
- within one hour after ski lifts close, all movement data from ski lift gates is processed to generate individual skiing statistics and deliver them to 10s thousands of skiers via e-mail
Pricewise always looks at direct campaigns over 4 attributes:
- intelligent targeting - sent to right people
- personalisation - completely tailored to the recipient
- automation - right timing
- added value for customer - how can the communication improve service to customers
