irline Industry Case Studies

Below you will find some example case studies:

Airline Loyalty
Case Study 7

“Airline customers look for price and service, and in turn the airlines depend on
their customer’s loyalty. The MarkeTouch Media system is a powerful tool in
sustaining frequent flyer loyalty and increasing member traffic and retention.”
-Karin Bellantoni, MarkeTouch Media, Inc.

OVERVIEW
A large US Based commercial airline needed a way to enhance response to their direct mail efforts for an ongoing loyalty program targeting their frequent flyer database. Their campaign goals included:
• Increase customer retention
• Broaden existing frequent flyer program
• Build and sustain brand loyalty
• Generate high yield traffic
• Increase overall sales

STRATEGY
Enhance response to airline’s direct mail effort through voice messaging campaign utilizing “high touch” messages to build loyalty, increase retention, and build sales. Messages targeted based on two distinct “tiers” in the client database.

ACTION PLAN
Based on target information, pre and post-mail messages were sent to the two different membership segments outlining benefits and incentives. The first group received three messages in total - A pre-mail message encouraging them to look for a special, limited time offer in the mail; and then 2 post mail messages reminding them that “time is running out” on the offer, and an invitation to call to discuss their recent flight activity.
The second targeted group received 2 messages, one pre-mail, and one post-mail. The first message was used to inform them of their current status and next level they would be achieving, with a request for a call to discuss their account. The second message was a reminder message, with the encouragement to have the member call for more details.

BENEFITS/RESULTS
The first group receiving three calls produced a 21% increase in response rate, while the second group produced a 67% increase for two calls. This airlines ROI benchmark for success was a 3 to 1 return for every dollar spent. The MarkeTouch Media system delivered an ROI that averaged 25 to 1. Projections program wide were in excess of 100 to 1 ROI.

Airline Loyalty Case Study 7

Airline Loyalty
Case Study 12

A US based commercial airline needed to traffic, and enhance their ability to communicate with their customers and frequent flyer members. Their campaign goals included:
• Drive additional Web page traffic and usage
• Register more frequent flyer members for a Web based discount
program
• Gather additional e-mail addresses for communication and solicita
tions

STRATEGY
Enhance usage and traffic of this airlines’ Web site and special internet related offers through a MarkeTouch Media campaign geared toward the top three tiers in their frequent flyer program.

ACTION PLAN
Based on airlines’ Web assets and frequent flyer information, MarkeTouch Media voice messages were delivered centered around various statement stuffer and direct mail pieces. These calls reinforced a special offer for program members, offering 500 miles for program registration on the airlines’ Web site, and an additional 500 miles for keeping their account active for at least 60 days.

BENEFITS/RESULTS
This campaign resulted in a total of 3,370 new registrants, which equalled a response rate of 4.2% for the initial offer. The MarkeTouch Media system delivered an acquisition cost of $8.68 per member, bettering the results of previous campaigns with an acquisition cost as high as $10.

Airline Email AcquisitionCase Study 12

Airline Loyalty
Case Study 22

OVERVIEW
One of the largest airline carriers needed to convince their Elite Frequent Flyers to update their personal contact information/profile on-line in order to maintain a consis-tently accurate database for the airline’s marketing efforts. Additionally, this client wanted to entice their on-line customers to “opt in” to receive information on offers and specials via email. The success of this voice messaging campaign was particularly important to the client’s bottom line because email was a cost effective means to com-municate with their customers. If this campaign met the agreed-upon goals, it would also give the client an impactful way to connect with their customers, cross-sell and tailor newsletters, offers and specials to fit that particular customer’s needs, providing more targeted and effective marketing.

STRATEGY
The strategy for this client was a MarkeTouch Media Drive-to-the-Web voice messaging campaign focused on persuading customers to log on to the airline’s website to update their current account profile and subscribe to one or more of the three email product offerings. The main goal was to dramatically increase response and subscribers, and build customer loyalty.

ACTION PLAN
MarkeTouch Media developed two sets of creative voice messages that were sent to the airline’s on-line customers. Both sets of scripts used a “Specific Offering” strategy; however the first message had a ‘Don’t Miss Out’ feel, while the other was more Cus-tomer Service-focused. Each of the scripts was customized to a particular “Elite Status” level in order to personalize the message even further and appeal directly to that cus-tomer.

BENEFITS/RESULTS
This MarkeTouch Media campaign was a distinct success! Over 13% of the customers who received voice messages responded by updating their account profile and “opted in” for one of the airline’s email products. Now the airline can market to these customers via e-mail with targeted offers that their customers have told them they are interested in via their account profiles. The results were so promising for the airline they have decided to continue their use of voice messaging when communicating with their Elite customers.

Airline Email Acquisition Case Study 22.1

Airline Email Acquisition Case Study 22.2