Relationship Marketing Wins Scotland £48m of New Business

6th April 2009

Categories: Marketing

Scotland Demonstrates Effectiveness of Targeted Direct Marketing Based on Customer Preferences

VisitScotland, the national tourist board of Scotland, has released figures that show how their innovative customer relationship marketing system has won £48m of business from customers who would not have visited without the marketing prompts.

Over four years, VisitScotland has achieved a database of 1.5 million customers, whose interests are known through feedback exercises. Their cutting edge system, which has been shortlisted for a Marketing Society award, allows targeted e-marketing and direct mailings to be sent to customers based on their known preferences and interests, and ties in appropriate promotions and offers from tourism businesses in the customer's preferred region. VisitScotland works in partnership with the regions and local authorities to ensure that regional messages promote the right strengths and specialities to the right customers.

Relationship marketing - building up information about customers and their preferences in order to target them with tailored marketing prompts - is a highly effective form of marketing for all businesses, regardless of size. Data about customers' interests, preferences, budgets, party-size etc, can be built up through recording information discovered through the sales and enquiry process, through competitions, customer feedback forms and conversations with customers, and can be stored as simply as on a spreadsheet.  Targeted printed or electronic mailings, with information and offers designed to appeal to these preferences can then be sent.

To find out more, see the new Toolkit article: Developing Customer Data

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