Situation
To better enable the ski resort to market itself to new customers, Mountain Creek needed to collect valuable market information from newcomers to its ski facilities. The problem: collecting information from people who want to ski and not stop and talk is a challenge.
Approach
A seven-week promotion was designed to target customers who purchased lift tickets at the resort, with ticket booth operators handing out NetDecoder® pieces at the time of purchase of the lift tickets. After skiing, customers brought their cards to a computer at the lodge and placed them over an on-screen hidden image, thereafter providing their registered information. Different prizes were awarded in each of the seven weeks to keep return skiers interested, thus encouraging significant repeat visits to the website.
Result
The NetDecoder® program delivered Mountain Creek a 21% response rate of unique registrants during the seven week campaign. This was significantly more than it had hoped to receive, with almost half coming from new customers. The result was an updated database of valuable market information on new customers and a terrific loyalty enhancement program.
