CASE STUDY
XMPie
®
Helps Elixia Fitness Centers
Generate €1.5 Million in New Member Fees
Customer
Wittusen & Jensen is a one-stop-shop supplier of office equipment, supplies, corporate
Print and marketing services
gifts, and business, visual communications and marketing services. In business for more
provider headquartered
than 100 years, W&J has about 200 employees and annual turnover of more than $83.5
in Oslo with sales offices
million. The company has been an XMPie user since 2007, and has a Xerox iGen4® and a
throughout Norway.
Xerox iGen3® Digital Production Press. WJ has its headquarters in Oslo and sales offices
throughout Norway. Web site: http://www.wj.no/ To promote its XMPie® one-to-one
Challenge
Dramatically improve new
membership for Elixia, a leading
health-and-fitness center chain in
Northern Continental Europe.
Solution
Implement an integrated, cross
media campaign with print,
email and RURL web site with
“refer-a friend” pages using
XMPie uPlan™, uCreate™ and
uProduce™ technologies.
Results
cross-media marketing services, Wittusen & Jensen ran a customer acquisition campaign
using personalized postcards to drive prospects to response URL Web sites (RURLs).
Intrigued, Elixia contacted W&J for help increasing its membership.
“It would be really hard to do this using four or five software
packages that don’t communicate. The way XMPie enables
campaigns to be managed from a single dashboard is brilliant.”
– Espen Borg Larsen, WJ
Elixia is a leading health-and-fitness center chain in Northern Continental Europe, with
facilities in Austria, Finland, France, Germany — and Norway, where Elixia has 30 locations
and 85,000 members. A W&J team planned an integrated, interactive campaign to foster
member loyalty and acquire new members. The campaign used postcards and e-mail
to leverage existing Elixia members by driving them to a RURL site where they could
earn as many as six months of free membership by recruiting new members. Campaign
Campaign recruited 2,500 new
components were designed with the Adobe Creative Suite and an XMPie plug-in that
members worth €1.5 million in
facilitated use of common design elements, linked to the Elixia customer relationship
annual Elixia revenue. WJ grows
annual business by 30 percent.
database for personalization and enabled generation of each component using one set of
business rules. Messages on the theme, “Get a good friend to become a healthy friend,”
were tailored to eight segments based upon gender and age. Relevant, variable content
included addresses, names, gender- and age-specific photos and language, a greeting from
the nearest fitness center, and an attention-getting graffiti-image of the recipient’s name
on a locker, created with XMPie uImage. RURL visitors saw
three “lockers” to click on to update personal membership data,
learn about the benefits of training and access the member
recruitment page. To refer-a-friend, they entered their friend’s
e-mail address, and the XMPie system automatically generated
a personal e-mail with a RURL. The campaign began with a
mailing of 65,000 postcards printed on
a Xerox iGen3 press, followed by an e-mail.
Benefits
Ådel, verv gode venner og
få inntil ett års fri trening!
By fostering an ongoing conversation
among Elixia, its customers and prospects,
the campaign recruited 2,500 new
members worth €1.5 million in annual
Elixia revenue — a vast improvement
over the 39 new members generated by
Retur: ELIXIA NORDIC, Postboks 524 Skøyen, 0214 Oslo
a previous non-XMPie “refer-a-friend”
Adeel, du har nå muligheten
til å få ett års fritt medlemskap!
campaign. The response rate — the
Du får 2 verv
månedergode
fri trening
for hver venn
Adeel,
venner
og du verver!
du verver får fri trening ut året og 2 Personlig Trener timer.*
få Den
inntil
ett års fri trening!
number of people who visited their RURL
*Gjelder kun nye medlemmer og ved tegning av 12 mnd privatavtale. 16 års aldersgrense.
— was a healthy 27.5 percent and many
Bli en hverdagshelt!
Du har gjort et bevisst valg vedrørende din helse og det er kjempebra! Kjenner du noen
som bør røre mer på seg? En venn, kjæreste, kollega, søster, far eller nabo?
responders updated contact information
Å trene sammen gir hygge og motivasjon, og treningen blir mer forpliktende. Det er vanskelig å skulke
unna når du har en avtale med noen. Tenk å bidra til at en du er glad i gjør fysisk aktivitet til en livsstil.
that can be used to improve the next campaign. The browser-
Registrer dine venner på denne siden:
http://1til1.no/elixia/adeel30218271
based XMPie uProduce™ Marketing Console enabled W&J to
Du kan også ta med dette kortet og registere dine venner hos ditt lokale ELIXIA treningsenter.
Tilbudet gjelder til 30. november.
track results in real time. Elixia has since become one of W&J’s
Sportslig hilsen
ELIXIA, Kolbotn
largest clients. Additional work has included a similar refer-afriend campaign for Elixia’s Finland operation. These successes
helped W&J develop a competitive advantage and grow its
Case Study Highlights
digital business by 30 percent in 2008. W&J Assistant Manager
• Enabling efficient production of relevant,
of Web Applications Espen Borg Larsen said, “It would be
integrated, cross-media campaigns
really hard to do this using four or five software packages that
• Generating significant business results
don’t communicate. The way XMPie enables campaigns to be
through campaign optimization
managed from a single dashboard is brilliant.”
• Commanding attention and evoking
action with personalized images and
recipient-generated RURLs.
USA
XMPie Inc. 767 Third Ave New York, NY 10017
Tel: 212-479-5166 Fax: 212-479-5177
Israel
XMPie Ltd. 12 Hamelacha St. Poleg Technology Park Netanya 42504, Israel
Tel: +972-9-885-6750 Fax: +972-9-885-6747
© 2008 XMPie. All rights reserved. XMPie, the XMPie logo, PersonalEffect, uChart, uCreate, uDirect, uImage, uPlan, uProduce, uStore, and the slogan “one to one in one” are trademarks
or registered trademarks of XMPie. All other names are property of their respective owners.
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venn til å bli
en sunn
venn
35873
30218271
Adeel Azhar
Solbråtan Veien 74 E
1410 Kolbotn