Princeton Resorts Group, a resort timeshare and real estate developer, appointed N5R, Toronto, as its interactive marketing agency.
The 2-year-old Phoenix-based company tasked N5R to create a campaign that includes direct mail, e-mail deployments, a scratch-and-win promotion and a refer-a-friend component.
“The mandate is online lead generation,” N5R CEO Roman Bodnarchuk said. “Their biggest challenge is that their response rate is well under 1 percent, which is normal in the timeshare industry.”
The campaign centerpiece is an N5R “MyMail” direct mailer. The postcard will drop to a selected list of prospects, inviting them to a site personalized for them. For example, a postcard to John Smith directs him to johnsmith.cibovilla.com. Once there, he is greeted with an entry form pre-populated with his current information to help provide qualified data. Once submitted, he will receive a call if permission was granted or will be sent a package.
This mail-Web tie-in is one way to overcome restrictions imposed by the national no-call registry.
“We're trying to help them connect with their customers without [cold] calling them, get them to opt in to call them with their permission,” Bodnarchuk said. “Conventional direct mail is not working anymore [in that category].”