Traditional thinking back in 2002 was that the customers of online companies would respond better to online marketing rather than through traditional offline channels. We were able to prove this thinking wrong through our partnership with one of the country’s largest travel websites.
We developed a customized Transfer Plus marketing program based on the success we had achieved with hundreds of other traditional offline partners. When one of our partner’s customers called into their call center to make a travel reservation, at the conclusion of the call the partner’s representatives would ask if the customer would be interested in hearing more about our money-saving membership product called Great Fun. The caller would then be “warm transferred” to Affinion Group’s call center representative, who would explain the offer and close the sale.
This program proved to be extremely successful, so much so that the travel company looked for additional ways in which we could market with them. This lead to us creating a private-labeled website based on our Travelers Advantage product, which included integration into the partner’s website navigation tabs and email campaigns to their 27 million+ registered members.
In addition, we began marketing Great Fun through a placement within their online purchase path: customers would see our offer upon completion of their online purchase. We continue to market through Transfer Plus, and email marketing, generating well into seven figures of incremental revenue for our partner and making for a very successful partnership indeed.