Making the Case for Transpromo

We've all heard the pitches, and we've all seen the case studies from foreign markets. But now, the United States has a successful, big-name transpromo case study to call its own.

Infoprint partnered with major hotel chain Best Western, which was looking to revamp its loyalty statements. They wanted to take it from the static, traditional piece to a strategic marketing vehicle that could, in turn, drive more and longer stays.

According to Lee Gallagher, manager, Direct Marketing Solutions, Infoprint, they decided to target specifically the fall promotion cycle, as well as the Best Western credit card. To begin, they looked at the demographics, and made sure they had a similar profile of customers in both the test and control groups. Best Western already has several different levels of loyalty groups, as well as branded groups like AAA, Nascar, and Harley Davidson, which are among the most active groups the hotel has. In designing this promotion, Infoprint targeted people not already in one of those affinity groups.