CASE STUDIES - FPA Scenefpascene.com/FPA_CASESTUDIES_122016.pdf · 2016-12-28 · Alamo Rent-A-Car...

CASE STUDIES

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One, Two, Free


One, Two, Free

CHALLENGE: Translate a successful promotion to new media and marketing channels without losing audience traction. Seize this opportunity to enhance its look to build appeal to the millions of business- travel renters.


One, Two, Free

SOLUTION: Drive it forward. Bringing the promotion to a more digital experience required smart forward-thinking strategies, design focused on the strongest user-experience, and a strong styling that keeps the audience engaged year-after-year.


Results have been spectatular: Emailed registration invitations to existing program members exceeded the baseline click rate by 400% while subsequent registration reminders to previous non-responders exceeded the baseline click rate by nearly 200%.

One, Two, Free


Communications to non-members fueled a 16% year-over-year increase in member acquisition; over half rented before the promotion ended.One, Two, Free


ROI on the entire promotion was a healthy 231%, with the average lift rate per target doubling versus the previous year to 22% versus control, and net contribution increasingfivefold versus previous year.

One, Two, Free


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Carnival Wave Campaign



CHALLENGE: In the context of a shrinking marketing budget and an injured brand due to highly-publicized failures, it becomes vital to not only succeed, but demolish previous numbers for the financially-critical winter booking season and set Carnival up for smoother sailing.



SOLUTION: Be very direct.

By hyper-segmenting and targeting the content and offers to the cruise audience, creating nearly a million unique versions of out-going pieces, Carnival’s WAVE campaign generated more bookings and revenue than any other in recent history.



Objectives for Carnival exceeded their projections: Carnival’s WAVE campaign delivered an 80% higher response rate than the previous year’s campaign. Impressively, the hyper-segmented new campaign generated 37% more bookings with 23% fewer direct mail pieces than the previous campaign. This resulted in millions more in revenue and hundreds of thousands in postage and print cost savings.



Additionally, the campaign generated more bookings than any Wave direct marketing campaign in recent history, which aided Carnival’s goal to generate significant bookings early in the year.


Alamo Rent-A-Car Rebrand



CHALLENGE: With dwindling membership rates and low brand awareness, how do you rebrand a value-driven loyality program to capture the fun of leisure travel?


SOLUTION: Don’t take yourself too seriously. At Alamo, life is too short not to have fun along the way. And when it comes to getaways, we believe that getting there is half the fun. As an Alamo Insider you get exclusive savings and creative license to do what you want — always on a whim when you’re ready to go — because the money you save will be better spent on the important things in life. Like Hawaiian shirts. Bright red flip-flops. Maybe even one more ride on the water flume.



Launch of new Alamo brand and loyalty program, along with new website, contributed to the largest monthly acquisition totals in program history; a whooping 150% increase in membership.



Additionally, the new brand drove the strongest acquisition growth in program history in last 12 months; prior year increasing 93% in membership.Alamo Rent-A-Car Rebrand


Two dollops to go.

RESERVE NOW >

• Enjoy a free two-car-class upgrade at participating locations in the US

• Simply reserve a Compact through Midsize car

• Valid through August 30, 2011

FREE DOUBLE

UPGRADE

TERMS AND CONDITIONS

Offer is subject to standard rental conditions. Valid for a two car class upgrade applied at the time of reservation. Offer valid through August 30, 2011. Blackout dates may apply. 24-hour advance reservation required. Not valid with any other discount or promotional rate. Subject to availability and valid only at participating US locations. Void where prohibited.

ALAMO INSIDERS | ON-gOINg MEMbER cOMMUNIcAtIONS


ALAMO INSIDERS | ON-gOINg MEMbER cOMMUNIcAtIONS


ALAMO INSIDERS | ON-gOINg MEMbER AcqUISItION pROMOtION

CASE STUDIES - FPA Scenefpascene.com/FPA_CASESTUDIES_122016.pdf · 2016-12-28 · Alamo Rent-A-Car...

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Transcript of CASE STUDIES - FPA Scenefpascene.com/FPA_CASESTUDIES_122016.pdf · 2016-12-28 · Alamo Rent-A-Car...