Client Name First Bus The Organisation Holiday Property Bond offers a unique product: essentially an investment bond, with the investment made in holiday properties. Owners have the right to use the properties (as in time share) but also benefit from the capital gains made as the value of the properties increases.

HPB have been a long-term advertiser, traditionally using press advertising in supplements and magazines to generate leads for a dedicated sales force. The Challenge In 2006 HPB experienced rapidly declining results, with falling response and conversion rates.  MC&C were employed to review all communications and restore results for the Company.

The Insight

We profiled current customers, responders and prospects enabling us to identify a core audience who were most likely to purchase product, remain long term customers and buy again.  This was a small group, and could not be expanded so we were faced with the task of achieving maximum response and sales from this small group.

Our Solution

Firstly, we focused on response:

• We changed the customer acquisition schedule
• We established strict frequency rules within core media establish to avoid “overfishing”
• We introduced new media titles, and new media channels (online)
• We used larger format door drops, mailings and inserts to maximise response from our limited audience

Secondly, we focused on maximising conversion:

• We identified conversion variance by response channel
• We maximised response in the best converting channels
• We adapted conversion processes focusing on higher value customers

The Results

• Conversion rate lifted by 44%
• Cost per response improved by 14%
• AOV raised by 7%
• Cost per sale improved by 24%