Ascot Racecourse Choose CAMEO and MICROVISION for RaceDay Targeting
Ascot Racecourse reopened in May 2006 welcoming home the
Royal Meeting to its Berkshire home in June. Alongside this
redevelopment, Ascot have also sought to further develop their
database analytics and customer recruitment programme using
EuroDirect's proprietary CAMEO and MICROVISION
solutions.
Ascot Racecourse holds a database of circa. 110,000 customers
captured via turnstile sales, circa. 60,000 of which are historic
Royal Ascot attendees. Although they currently target this base
through a variety of direct communications and promote Ascot
Racecourse through a range of above-the-line advertising methods,
Ascot wanted to further develop their below-the-line prospecting
strategy.
EuroDirect's MICROVISION marketing intelligence software
(inclusive of EuroDirect's suite of UK CAMEO Classifications, Media
data and Census data) has been chosen for this purpose. As part of
the licence agreement, Ascot Racecourse is also able to append the
six CAMEO Classifications across their customer
database enabling them to profile and understand different
segments of their customer base. This will deliver understanding of
the geodemographic and socio-economic differences between their
regular customers, their highest value customers, those who attend
on different days, those who visit the evening meets and those who
simply attend the higher profile events.
Ascot will be able to use MICROVISION to assess customer profiles
and identify 'look-a-like' prospects to which they can target
campaigns towards key consumer groups through different direct
channels, helping them to grow their customer base whilst also
filling some of the slower racedays. MICROVISION will assist them
to:
- Produce post sector rankings to target areas for leaflet drops
- Produce targeted 'cold' seasonal direct mail campaigns, using prospect data from Data Exchange
- Analyse media coverage to visualise above-the-line marketing spend and response rates and better allocate marketing resource
Sonia Hamilton, Head of ICT, Ascot Racecourse
comments:
"We are excited about the prospect of getting a real insight into
our customers. Enriching our customer database and employing
sophisticated targeting tools will not only improve Ascots' offer
to our current visitors but will allow us to invite a much wider
audience to our race meetings in the months and years to
come."
John Dobson, Managing Director, EuroDirect went on to
say:
"It's great to see companies throughout the leisure industry
harnessing the power of marketing intelligence systems such as
MICROVISION and CAMEO to improve their return on marketing
investment"