JOIN THE CLUB
Brief: The client was disappointed with the common 2% marketing response to a traditional marketing brochure mailer to solicit new club members. After it was costing approximately $2,500 to secure a new member. A measurable, creative marketing campaign was developed for a smaller, more targeted list of potential members, in hopes of generating a better overall response rate.
Key Ingredients: Tennis ball, Personalized membership card, Crafted mailing box
Execution & Strategy: We designed a piece to take in consideration all of the demographics: age, income, gender, distance member would travel, and if they played tennis. The mailer was an invite for the targeted group of 300 to come and enjoy the club free for 1 week. The client wanted them to experience the club, its members, and the atmosphere. The copy on the front stated: “Aspen Hill Club is serving up a great offer…” Copy inside continued: “…The ball’s in your court!” Personalized plastic membership cards were included with the recipient’s name along with a tennis ball and graphic of a racket behind it.
Results: The mailer generated an incredible 20% response rate or 75 new members. The program reduced the new member acquisition from $2,500 to $52 each. In addition, the projected revenue went from $42,000 to over $1.5 million in projected gross sales.