But while our lists can help introduce you to interested customers, you will need to make the transition from random acquaintance to a valued relationship. The introductory contact needs to be optimized, not only to ensure the desired response from the customer, but to start managing the customer experience from the very beginning. Qualities such as clarity and an enticing call to action, when delivered to a well-targeted audience, can quickly define your relationship with the client. This relationship, which continues over the course of all your contacts with the customer, is a major factor in repeat business, referrals, and brand image.

Warner Breaks, a UK travel agency, demonstrate this point nicely in a recent YouTube video they produced on “The Good and Bad Effects of Direct Mail.” In their video, they juxtapose the reactions of two “customers,” one who receives a poorly thought out series of contacts including an offer, confirmation, and bills, and then another who receives continually well-prepared mailings that consider the customer’s needs. It’s interesting to note how the company makes even the final bill an opportunity to increase the second customer’s excitement about her pending trip. While each customer accepts the initial offer to make contact with the advertiser, it is clear from the very first contact the first customer’s experience isn’t likely to turn into a lasting relationship.

If you’re in the travel and hospitality industries, and looking to develop the kind of targeted marketing campaign that gets results, Martin Worldwide can help. Our marketing consultants will work with you through every step of the process to ensure your campaign meets your objectives and works to promote the kind of relationships with customers that your company deserves.