Keycamp and Eurocamp turn to 20:20 Dialogue for DM review
October 14, 2009
Camping holiday specialists Keycamp and Eurocamp have engaged 20:20 Dialogue to evaluate and enhance their direct marketing strategies. The data, direct and digital specialist will perform investigative analysis on the organisations' combined databases, to identify and implement improvements to their current contact strategies.
The two companies, both part of Holidaybreak plc's Camping Division, have until now used their databases in isolation. A valuable opportunity exists to share and cross-reference data, and to examine in unison the individual mailing programmes of each brand to identify and capitalise on efficiencies.
20:20 Dialogue will analyse the two databases to detect key relationships in the data, and will develop ways to significantly reduce management and operating costs while increasing revenue; ultimately improving the effectiveness of mailing activities to customers and prospects.
Based on the findings of the investigative analysis 20:20 Dialogue may also manage the development of a test programme, to assess the impact of using alternative channels, creative concepts, contact frequencies and incentives. In addition a programme of education and knowledge transfer, improving the capabilities of the internal teams at Keycamp and Eurocamp, will form part of the project.
Keycamp's relationship with 20:20 Dialogue becomes its second connection with Digital Marketing Group; stable-mate 20:20 Agency has provided integrated marketing and creative support to Keycamp since 2008.
Neil Makinson, Marketing Planning and Development Manager for Holidaybreak Camping Division commented:
"20:20 Dialogue impressed us with its pragmatic and results-driven approach. Its focus on identifying and harnessing the right data for commercial gain is second to none, and with 20:20 Dialogue's support we feel confident that we'll be able to extend our customer/prospect universe from one defined simply by recency and frequency into a more comprehensive and commercially valuable resource."
Andrew Campbell, MD at 20:20 Dialogue - Insight commented:
"Based on the strength of these two brands, their large customer base and the availability of quality data, we're positive that there is a worthwhile opportunity to deliver an immediate and sustained return on investment for Keycamp and Eurocamp."