Our own masterpieces

Project: caterer and hotelkeeper

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Client: Reed Business Information

Introduction

Reed Business Information brings over 100 market leading brands to an audience of 30 million decision makers worldwide. They are part of the Reed Elsevier Group plc, a FTSE 100-listed company and the biggest online and offline publisher in Europe.

‘caterer and hotelkeeper’ is the No. 1 weekly magazine in the hospitality sector.  It advertises more vacancies than any other hospitality publication. It also includes the latest innovations in food and equipment and profiles people and restaurants in the industry.

Brief and objectives

To help design and deliver a dynamic content marketing campaign which would raise the profile of the magazine and increase the number of subscriptions – new and retained - to the magazine.

Target audience

Through extensive research, Reed Business Information developed a comprehensive profile of their readers who they categorised as either

  • Chef
  • Hotel Owner
  • Purchasing Manager
  • Promotions Manager
  • Bar Manager
  • Hotel General Manager
  • Catering Contract Manager
  • Operations Manager

For each persona, they described their career and responsibilities, lifestyle and personal attributes, typical day, business goals, user goals and how caterer and hotelkeeper would benefit them.

The solution

In consultation with Lorien Unique, Reed Business Information opted to take four of the personas to create their own dynamic content marketing campaign using direct mail, personalised websites and URLs.

The four chosen personas were Chef, Hotel Owner, Purchasing Manager and Bar Manager.  The creative treatment for the campaign featured four different themes depending on the job title of the recipient and whether they were male or female.

Dynamic and personalised direct mail

Dynamic and personalised direct mail was the chosen channel for subscription generation.

The direct mailer was 210mm x 146mm with six pages that were roll folded and inserted into a poly envelope for mailing.

The variables used for the dynamic content were:

  • Persona
  • Gender
  • First name
  • Last name
  • Job title
  • Company name

Bar Manager

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Chef

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Hotel Owner

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Purchasing Manager

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Each piece was highly personalised and the dynamic content was based around the four chosen personas using a combination of headlines, body copy, static images and personalised imagery.

There four different covers, which featured first name or first name and last name. There were four separate images for each persona and two versions of each for male and female.

On the inside, the copy and imagery varied throughout, again depending on the persona, and the magazine cover featured varied as well.

Plus, each subscription form had a dedicated code and the personalised URL also went through to a dedicated online form for tracking purposes.

Dynamic and personalised URLs and website

The creative and dynamic content was carried through to the personalised websites which were accessible via personalised URLS i.e. www.mycaterersubs.co.uk/firstname.lastname.

They consisted of a dynamic homepage which linked through to a dedicated subscription page.

Results

This is a recent campaign and the results are not yet available for publication.

For more information about how Lorien Unique can help you to improve your response rates, please contact
Chris James, Director at:

Tel: +44 (0)1753 768466
Mobile: +44 (0)7717 423285
Email: chris.james@lorienunique.com

Alternatively, click here and complete our 'Find out for yourself' enquiry form and we will contact you.