Holiday Company Refocuses Marketing Spend

The requirement

A specialist holiday company recognised they were spending large sums of money on national press without knowing which adverts produced response. They had an intuition that other channels were producing better performance, but were unable to compare press spend and response against their online and direct-mail spend and response.

Mediahawk created a tailored call tracking account which automatically segmented the client media activity by channel, advert and spend, and prepared daily management reports.

The results

The client immediately realised they had a serious budget mismatch. 75% of their marketing budget was being spent in traditional national press adverts which generated only 35% of their response. Using advertising management information they were quickly able to:

Reduce the ineffective areas of press advertising

Refocus spend in areas with higher response levels but a lower advertising cost per response

They improved their online presence using budget saved from national press. They also noticed that they achieved improved call lengths, from an average 1 min 20 to 3 mins 30 indicating better targeting. Customers who called where not simply looking for more information but wanted to talk at length about products and options available.

Read our article to find out more about budget mismatches.

Ring us now on 0844 243 5888 so that we can work on your own solution.

Read more about call tracking from Mediahawk.

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