Case Study: Gathering E-mail Addresses
American Airlines, the largest airline in the world, sought to increase market share in South Florida, one of its two major U.S. hubs.
After extensive competitive and market research, Smart Media Group determined that American Airlines needed to establish a direct marketing relationship with leisure flyers, a very price conscious group.
In 30 days, Smart Media Group oversaw the construction of a micro site that met and exceeded all of American Airlines’ internal standards; conducted all research, and developed a media plan. A goal of gathering 50,000 opt-in e-mail addresses in three Florida counties over 60 days was set.
The media plan greatly differed from American’s previous advertising in that it allocated half the budget to interactive media as opposed to their normal 15%. Using proprietary software, Smart Media Group was able to measure and track the sources of leads and determine within 48 hours if a record qualified.
Over the course of the campaign Smart Media Group gathered over 74,000 opt-in e-mail addresses for American Airlines. exceeding the goal by 50%. Of the records collected, 92% were NOT AAdvantage members, and 80% fit the demo of leisure flyers. Although our main goal was to acquire e-mail addresses, our tracking software also showed that $13 million dollars in revenue was generated in ticket sales through our online ads.