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Creating customers for UK tourist businesses

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Customer base

Customer base - Take One Media

Clarks Shopping Village

Included in this case study:

– Assessing the customer base

– Marketing measurement

– Segmentation

– Targeted marketing

 

Background

Clarks Shopping Village, new marketing manager Lucy Graham didn’t know where her customers came from – the theory was they were a mix of local residents who shopped once a season and then mainly tourist driven.

However – what they also didn’t know is where they came from and what shopping habits they had.

They produced a generic store guide which Take One merchandised into all high footfall and tourist sites, which whilst moving well didn’t have any tracking.

 

Marketing objective

Devise a campaign that could track and measure the origin of customers, their visit frequency and spending behaviour.

 

The marketing approach and Take One Media’s involvement

We met on three occasions before coming up with a plan to run 13 different leaflet codes into 13 different regions across the south west and south east.

This was to target regional residents but more importantly holiday makers by offering them a 10% additional spending card on return of a voucher that was redeemed in the local TIC on arrival.

Each voucher was coded so Lucy could see where they had picked it up from and also by capturing the customer’s home data finding out where they had come from originally.

We then met on two occasions throughout the season to review the campaign to see if there was any spike in pick up and return – i.e. holiday season.

Results

Overall, a very healthy 1.3% response rate was achieved with an ROI of around £4 per £1 spent on the campaign. There were returns in every region. With the highest return of 136 vouchers from North Somerset, a holiday hotspot, from 6750 leaflets.

The major result is that Clarks Shopping Village now know where their customers are coming from and whether they are local or holiday-maker market.

The next step is to calculate the number of shops visited, frequency of visits and total spend per party per year.

Region Stock out Vouchers back Response rate (total stock)
GUESTHOUSES 1075 31 3%
MOTO SW 2077 42 2%
NORTH SOMERSET 6750 136 2%
BATH AND EAST SOMERSET 3205 48 1.5%
TIC 2416 36 1.5%
SOUTH WEST SOMERSET 5231 77 1.5%
BRISTOL 2455 22 0.9%
SOUTH SOMERSET 1800 14 0.8%
EXETER 750 3 0.4%
WEST DORSET 1840 5 0.3%
EAST DORSET 2263 6 0.3%
EAST DEVON 550 1 0.2%
MOTORWAYS SOUTH EAST 1850 1 0.1%
TOTALS 32262 422 1.3%

 

Key outcomes

For Clarks Village – were able to reproduce the campaign but with ‘timed’ vouchers and the view to run a separate autumn/winter campaign.

Also able to drop an area and try a new region plus increase other marketing in regions where there was a higher return on investment, i.e. holiday-makers in North Somerset.

For Take One Media – working very closely with the client we have learnt about our own stands and how they really do attract a proven return on investment.  We have also been able to work with a client to establish a regular marketing pattern to work to.

For more information

For more about Take One Media’s tourism marketing services contact us 0800 389 6636 or to find out more about this case study, .Dominic Tancock, BDM for the South West in our Cullompton Office.