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To build and maintain a strong database with demographic and sociographic information so Charlotte Harbor could deliver engaging and targeted ePromotions to build brand awareness, increase return visits and generate new visits.

 

The strategy included qualifying the existing database through an opt-in approach, obtaining important demographic information about the contacts and integrating data from a variety of sources: Website, call center and the visitor’s guide. In order to build upon the database, we updated the “Request more Information” form on the Charlotte Harbor Website to capture more details about the contacts and their interests up front and provide them with the option of receiving exciting eNews about Charlotte Harbor. Once the database was established, we developed an ongoing Dialog Management program providing considerate messages with specific information and promotions to targeted prospects based on their interests. Furthermore, SMITH worked with the tourism partners to provide special offers and vacation packages, such as Girlfriends Getaways, Paddling, Golf and Fishing packages.

 

• The online database program produced an average open rate of 38.8%, which is above the industry standard, and a click-through rate of 8.8%, which is consistent with the industry standard*.
• Charlotte Harbor has a very low remove-request percentage, averaging just 0.57%.
• The Charlotte Harbor Website hosted a record high of 373,582 unique visitor sessions in 2007 – a 52.4% increase over 2006.
• Dialog Management program won an Adrian Award from the Hospitality Sales & Marketing Association International (HSMAI). Of the nearly 1,300 Adrian Award entries submitted this year from all over the world, the Charlotte Harbor campaign was judged as some of the best in their entry category by expert hospitality, travel, tourism and media professionals.

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