One thing you don’t know about the Best Western Transpromo Pilot?

One thing you don’t about the Best Western Transpromo Pilot? 

Much of the press has touted Best Western’s TransPromo pilot results.  Achieving a 278% ROI in the worse financial crisis by promoting travel and a credit card use was a risky move. But the most outstanding result has really been a sleeper.

As you recall, the initial analysis of the trial showed that our target group had a 15-39% increased

response rates to different offers that were promoted over the control group. 

·       15% life over the control segment in program registrations within the first 30 days of the campaign

·       39% lift over the control group for number of stays,

·       34% lift over the control segment for number of nights stayed

·       30% lift over control for revenue generated

·       500% lift over the control group applying for the Best Western Rewards MasterCard.

The pilot has now defined a new customer segment that actually reads and responds to a call to action.  In this case, 15% more signed up for the rewards program, but ALSO stayed more, spent more money, and has GOOD credit.  

 This newly created, potentially highly profitable segment can play a key role in future promotions. Theoretically the next mailing incorporates the new data points, past responses, and analytically (using business rules) adjusts the imagery and messaging.  So maybe the next time around the group receives offers in which they have a propensity to purchase or messaging they have an interested in reading. Best Western could even sell the white space- I am sure marketers are looking for this type of customer.

 The TransPromo reiterative process is what makes this technique so valuable since it helps redefine who and what your customer wants or needs – sending fewer, but more targeted offers.  Driving top line benefits, in a shorter time period.