JaywingDMG evaluates direct marketing strategies

JaywingDMG has been appointed by Keycamp and Eurocamp to evaluate and enhance the camping holiday specialists' direct marketing strategies.

The company will perform investigative analysis on the organisations' combined databases to identify and implement improvements to their current strategies.

The two companies, both part of Holidaybreak's camping division, have until now used their databases in isolation.

An opportunity exists to share and cross-reference data and to examine in unison the individual mailing programmes of each brand to identify and capitalise on efficiencies.

JaywingDMG will analyse the two databases to detect key relationships in the data and will develop ways to significantly reduce management and operating costs while increasing revenue.

This will ultimately improve the effectiveness of mailing activities to customers and prospects.

Based on the findings of the investigative analysis, JaywingDMG may also manage the development of a test programme, to assess the impact of using alternative channels, creative concepts, contact frequencies and incentives.

In addition, a programme of education and knowledge transfer, improving the capabilities of the internal teams at Keycamp and Eurocamp, will form part of the project.

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