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The objective of this straight mail campaign was to addition suite vehicle to Windsor Manor, a Welcomgroup Sheraton hotel in Bangalore. The tactics was to gather information about the travel habits of CEO's, as well as thank and motivate regular hotel guests. Once information was obtainable, letters were sent to the CEOs with special offers.
All the same, "Should Senior people stay in suites or not?" is a very polemical subject. Some people think it is one needless indulgence. Others feel that staying in a suite is important [link widoczny dla zalogowanych], not only for of the comfort and advantage, merely likewise because of the good it does for their private and corporate picture.
How to Get a CEO to Read Direct Mail
Of lesson, the President of France and the Prince of Norway chose to stay in Welcomgroup Windsor Manor Sheraton suites when they were in Bangalore.
Here is a letter targeted to the CEO whose secretary sent in the information about his travel habits and plans.
Envelope Headline: Are you prepared to reside in the same motel as the President of France and the Prince of Norway?
As you will detect out after, a lot depends ashore what you have to say almost apartments. There is a pleasing surprise as you in my next letter. Your vote will remain a secluded, you absence not sign it. Simply tick an of the 2 votes you deem in [link widoczny dla zalogowanych], slip it into our answer paid Vote Box and send it to me by June 10, 1992.
Sincerely,
I am manuscript to ask for your secret vote on a very debatable subject - "Should senior people stay in suites or not?"
"Should senior people stay in suites or not?"
Letter:
The Creative Idea
The idea for the creative path appeared from the copywriter studying the hotel's guest writing. She discovered that the President of France and the Prince of Norway had stayed in the hotel when they visited Bangalore. The idea for the visual look of the mailings came from the hotel "coat of weapon" that appeared on each suite door. This joined a touch of exclusivity and level to the mailings. The emblem appeared on the envelopes and as a watermark on the letters.
General Manager
Headline: Your Secret Vote n a very debatable subject
It's like wearing a Rolex watch alternatively drinking Chivas Regal.
(Do you coincide with the view above? If so, please tick the carton and insert this card into the reply paid Vote Box and mail it to approach us by 10th June, 1992. You need not sign it. It's your secret.)
I think a Higher Category Room is good ample for me. Who needs the surplus solace of the suite? Besides, I don't believe in indulgence. I'd like to save my Company's money for more important entities [link widoczny dla zalogowanych]!
Notice the lukewarm and conversational tone of the letter and the deficiency of the word "our." There is absolute clarity in the communication and the letter is brief. Senior folk don't have much time to consume. The fancy of asking the CEO for his secret vote worked extremely well. Men in power like to give their opinions, especially while they kas long asit can be rewarding. And, they favor to calculate namely they are in good corporation.
Copy for Response Device
Direct Mail Letter to New Prospects
If you like this treatise, you may ambition to peruse the letter to the secretary here.
Nakul Anand
A mailing with a vacation offer was first sent to the secretaries of CEOs in mandate to collect important information about their voyage habits.
Read on
How to Write Direct Mail for Hotels
Direct Mail Letter 2- Welcomgroup
What is an Idea?