The September 2009 issue of our ‘Sample of the Month’ direct mail case study features our client Camelback Mountain Resort and their test of oversized postcards to generate new customers for their Camelback Season Pass and renew existing customers.
This was the first time Camelback used direct mail for an in-season promotion and they relied on the expertise of Marketing for Response, a direct marketing agency that works with other resorts. Ballantine handled the printing, mailing and overall production of the postcards.
CLICK HERE for pictures of the postcards.
Camelback’s goal with direct mail was to increase the overall customer base for their Cambelback Season Pass product. They divided the campaign into 2 segments:
1. Non-passholders (acquisition)
2. Existing passholders (renewal)
They mailed out 2 versions each of an oversized 6″ x 11″ 4-color postcard to both segments.
The strategy behind these postcard mailings was to renew passholders BEFORE the season ended by offering them last year’s price for next season. And secondly, to upgrade non-passholders to purchase next year’s season pass by offering them the opportunity to ski the rest of the season free.
This was Camelback’s first attempt at an in-season direct mail campaign. Therefore, response estimates were based on how similar campaigns performed for other resorts Marketing for Response works with. Comparing Camelback’s response to these expectations – this campaign did very well. In fact, actual sales were 71% HIGHER than anticipated.
Want Samples? Please send an email to Ryan Cote.