The International Management Centre has a website with description of its courses.

Enquiries were followed up by a large catalogue mailing. This was expensive and not very user friendly for customers who perhaps were only interested in one or two courses.

The company added a training needs survey on their website to help customers identify which training courses would be most relevant to them.

They included an enquiry form so that customers could choose to receive more information about a particular course or receive the full catalogue.

A mailer is sent to the customer upon receipt of their enquiry. This mailer is targeted based on information provided by the customer. The mailer makes it very easy for the customer to book a course.

• The mailer induces more sales through being personalised. It is specific and relevant to the individual?s personal needs.
• The mailer also makes it easier for the customer to respond. It is clear where and when the nearest course sessions take place, and registration details are already completed!
• Special discounts can be included to entice new customers or to add participants on poorly subscribed courses.

The Graphics are relevant to the course.
The Mailer is addressed to the recipient.
Registration details are already completed on the customer?s behalf.
The International Management Centre is able to respond to enquiries within 24 hours.

*These case studies are only for illustrative purposes.