Wittusen & Jensen (W&J) - an Oslo, Norway-based supplier of office equipment and supplies and communication and marketing services – recently used its XMPie PersonalEffect cross-media solution to create an integrated, interactive marketing campaign for a health club client looking to foster member loyalty and acquire new members. The cross-media campaign for Elixia Health and Wellness Group generated an astounding €1.5 million in new member fees for the club.
 
The campaign strategically leveraged Elixia's existing members to recruit new members. Personalized postcards and e-mail messages were sent to club members, driving them to custom Response URL (RURL) Web sites where they were offered as many as six months of free membership by recruiting new members. Messages on the theme, "Get a good friend to become a healthy friend," were tailored to eight member segments. Relevant, variable content, including an attention-grabbing graffiti-image of the recipient's name on a locker, created using XMPie uImage, was also featured.
 
The personalized sites gave members the opportunity to update personal information, learn about the benefits of training and access a member recruitment page. Through the recruitment page, members could refer-a-friend by entering a friend's e-mail address. XMPie PersonalEffect took it from there, automatically generating a personal e-mail message with a RURL to the friend. Additionally, XMPie's uProduce Marketing Console allowed W&J to track and analyze the campaign results in real time, giving both companies insight into the campaign's progress and success.
 
By fostering an ongoing conversation among the club, its customers and prospects, the campaign recruited 2,500 new members - a significant improvement over the 39 new members generated by a previous non-XMPie refer-a-friend campaign. The campaign's response rate was a healthy 27.5 percent and many responders updated contact information that can be used to further target the next campaign.
 
The benefits of cross-media campaigns have not been reserved for W&J's clients. With its one-to-one communications offerings, W&J grew its digital business by 30 percent in 2008. Elixia has become one of its largest clients and the company has also secured additional work from Elixia's Finland operation.
 
To learn more about W&J's Elixia campaign, download the full case study at http://www.xmpie.com/casestudies.