Trendwest's use of database marketing techniques

I found this promotional piece from Australia Post which gives some insight into how Trendwest find prospective customers.

Here's the interesting bits:

• The prospects needed to be tightly targeted in order to ensure that those who were sent the offer were actually interested in holiday ownership and had the funds to enable serious consideration of the time-share concept
• Geospend Direct selected relevant consumer records from the Selecta Lifestyle Database, a direct marketing database of over 2 million records built from voluntary responses to the Australian Lifestyle Survey. The data selected was based on responses to questions in the survey such as planned holidays and preferred holiday destinations. Households were selected based onpostcodes in the proximity of Trendwest’s offices.
• When response rates were compared, the Selecta data achieved results that were 15 to 40 per cent higher than those from other lists.
• In terms of returned mail, the Selecta list outperformed other lists by 30 to 100 per cent.
• The overall result provided high levels of acquisition (with little returned mail) and an ongoing pool of quality prospects who continue to be quality customers for Trendwest’s business.

The good news is that they target people predisposed to desiring holidays. This not only results in better results for Trendwest, but means that they are less likely to annoy people since they are pseudo-self-selected for the product.

Tags: trendwest worldmark