case studies

POVA Variable Data Direct Mail

POVA Variable Data Direct Mail Light-download

A non-profit destination marketing organization with a membership of more than 1,000 local businesses, POVA (Portland Oregon Visitors Association) promotes the Portland metropolitan area as a preferred travel destination. YRG supports POVA’s meetings and conventions marketing.

challenge
  • Move known meeting planner sales contacts from prospective clients to defined opportunities for bookings.
  • Get attention through the mail: Intrigue busy, skeptical event planners enough to encourage them to go online.
solution
  • One-to-one, compelling creative: Deep and variable customization included images of actual sales manager assigned to each recipient, name and organization specific content including unique vanity URLs and Portland attributes conveyed via interactive tour customized by 27 vertical markets.
  • Valuable offer: All visitors received a gift card upon sign-up, filling out a questionnaire qualified entrants to receive a $30,000 discount off next Portland event booking.
  • Follow-up post card a week after the first mailer provided a nudge to any foot-draggers.
result
  • The program drew a 23 response and a 17 conversion rate – extremely high by industry standards!
  • The POVA sales team was able to individually respond to all site visitors who registered their data, personal follow-up attention with the end goal of closed business is in process.