The Ritz knows your name. From the front desk to the bell hop, they know who you are, what room you are in, what you like and dislike. All Ritz staff members are trained to observe and get as personal as possible. Why? Because it makes you feel unique, special, comfortable, confident, and want to keep coming back for more. It becomes a subtle addiction and all of a sudden the Ritz becomes your benchmark for any other hotel stay.
Getting personal is what it’s all about. Very few businesses are immune from the power of getting personal. It triggers a natural human response that cannot be equaled. When it comes to direct marketing the power of the PURL helps you put a little bit Ritz in everything you do.
A PURL is a unique URL (vip.golfgalaxy.com/JohnSmith/) that is built specific for a unique recipient. A Microsite is a 1 to 3 page website to which the user typing or clicking on the PURL is taken. These Microsites are also personalized giving the visitor confidence and comfort that the sender gave considerable thought and energy to learn what makes them tick.
The usual measuring sticks speak for themselves. Response rates double when PURLs are used in any interactive marketing campaign. When response rates double, so do more opportunities to increase the bottom line. PURLs and Microsites are not a new concept. They have been part of the direct marketing landscape for several years. Most marketers chalk it up as a solution only for big business. On the contrary, they have never been out of financial reach to add to your marketing war chest. They can be used with a variety of marketing channels one at a time, such as with a targeted email marketing campaign or a variable print campaign. Or, even better, mind boggling value is obtained when using the same PURL in an integrated fashion between email marketing, print marketing, and in some cases mobile marketing.
Regardless of the approach chosen, the ultimate goal is getting as personal as possible. Learning more about your customers and prospects along the way leaves no room for anonymity. No can you afford to take the easy way given the competitive landscape today. Your customers will show you with their wallets how much they love the personal touch.
For more information, please contact MediaDyme at 866-575-3771 ext 101 or visit their website at http://mediadyme.com.
This is so true! The Ritz made us feel so special when we stayed there for our honeymoon! And it works in marketing too - I received a letter in the mail with my own personal URL and of course I went to website to see what it was all about!
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