How Personalised Mail Revives Engagement For One Of The UK's Most Prestigious Country Shows

Stannp.com, a leading direct mail platform, successfully assisted the Royal Bath and West Show in reactivating previous visitors and generating excitement for the 2018 event. As one of England's oldest and most prestigious agricultural shows, the Royal Bath and West Show aimed to shorten the typical visitor cycle and boost ticket sales among individuals who had attended the show within the last three years. By leveraging Stannp.com's personalized direct mail solutions, the Royal Bath and West Show achieved remarkable results and experienced a significant return on investment.

The Royal Bath and West Show

The Royal Bath and West Show, established in 1852, is England's only four-day Royal show, celebrating the best of British agriculture, entertainment, food, and drink. With a rich history and Royal Patronage since 1977, the Royal Bath and West Show is a highly anticipated event in the agricultural community.

The Challenge

The Royal Bath and West Show aimed to engage previous visitors and reignite their interest in attending the 2018 show. Recognizing the limitations and challenges of email campaigns due to GDPR regulations, they sought an alternative approach. Their goal was to shorten the visitor cycle, enticing individuals who had attended the show within the last three years to return and purchase tickets for the upcoming event.

Stannp.com's Solution

Stannp.com provided a seamless solution to the Royal Bath and West Show by offering personalized direct mail campaigns. Leveraging Stannp.com's user-friendly platform, the show organizers were able to send nearly 15,000 personalized, double-sided A6 postcards. These postcards were printed on high-quality 300gsm silk card and specifically targeted the Royal Bath and West Show's contact list of previous visitors from the past three years.

The Results

The impact of Stannp.com's personalized mail campaign for the Royal Bath and West Show was highly successful. The postcards sent to previous visitors resulted in 398 additional bookings, amounting to over £17,000 in revenue directly attributed to the campaign. This achievement translated to an impressive 284% return on investment (ROI), demonstrating the effectiveness of Stannp.com's personalized direct mail solutions in reviving customer engagement and driving ticket sales.

The Royal Bath and West Show's Marketing and Communications Manager expressed satisfaction with the entire process, praising the simplicity and ease of working with Stannp.com. Despite deciding to run the campaign just a few days before the show, Stannp.com responded promptly and efficiently. The show organizers were initially expecting a 1% booking rate, but the campaign exceeded their expectations, achieving nearly 3% at such short notice. This outstanding outcome marked a significant success for the Royal Bath and West Show, demonstrating the power of personalized direct mail in generating positive results.

Conclusion

Stannp.com's personalized direct mail solutions played a vital role in reactivating previous visitors and creating excitement for the Royal Bath and West Show. By leveraging personalized postcards, the show organizers achieved remarkable results, with 398 additional bookings and a substantial 284% return on investment. The simplicity and efficiency of Stannp.com's platform allowed for quick implementation, even with a short timeframe. The success of the campaign demonstrated the effectiveness of personalized direct mail in capturing the attention and driving ticket sales among the Royal Bath and West Show's target audience. With the support of Stannp.com, the Royal Bath and West Show continues to engage and inspire visitors, solidifying its position as a premier agricultural event in England.