I got a call seeking help. The marketing director needed more leads … and especially higher conversion rates.
Many marketers want to increase leads, but lower the cost per lead. And most marketers want to increase their conversion rate. Both efforts can be done by using advanced direct response techniques. That’s why Morningside Resort called me.
The Morningside Resort community and country club in California wanted to promote its multi- million-plus homes to interested prospects—primarily golfers.
The resort had many features: a golf course designed by Jack Nicklaus, location in the high-class Palm Springs area, and other amenities for the wealthy who demand the best.
However, competition in the area was high, and the second home market was suffering.
So, my team at Creative Direct Marketing Group and I created an upscale, high-quality, personalized direct mail package, a new direction in postal list modeling and a powerful video component.
The envelope was classy. The best in personalization. The best in paper.
But their offer was common and boring.
I wanted a great offer. So, I beefed it up. Prospects were offered a chance to play a free round of golf at Morningside when they came to look the place over.
And because my list modeling identified the very best prospects, we offered them to spend the night if they wanted to.
The letter, printed on high-quality paper with an upstanding grey tint, called the reader’s attention to the many benefits of the country club facility, residents, and golf course.
And then we data-mined to create a list for a higher-quality prospect.
This powerful mailer would generate the leads, but what about the conversion?
Our research identified that the spouse usually killed the trip and sale…so we emphasized taking the spouse. In addition, part of the conversion sequence was a powerful video to create a compelling desire for husband and wife to enjoy the experience of visiting.
And it worked. It worked great – like never before.
Both leads and conversions exceeded expectations and goals.
The results:
The multi-million-dollar homes direct mail piece succeeded in generating quality leads, exceeding all previous offers, and converted the leads into multi-million-dollar sales.
And Morningside gained new residents with a higher conversion rate than ever experienced.
Would you like to have more leads, higher conversion rates, like Morningside’s direct mail campaign? Call Michael at (615) 933-4647 or email him at [email protected].
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Contact Michael Oppenheimer today at 615-933-4647 or [email protected].
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