On Thursday 1st March 2007, The Caravan Club scooped two winner certificates for ‘Best Conference Promotion’ and ‘Best Website’ at the 2007 Memcom (Membership Marketing and Communications) awards ceremony held at the Cabinet War Rooms in London.
In preparation for the International Caravan and Motorhome show at the NEC in October 2006, The Caravan Club reviewed their exhibition stand design, in line with the new corporate house-style and Centenary logo, and undertook qualitative and quantitative research in order to gain a better understanding of its members’ views on the stand, as well as their needs. In addition to that, The Club researched the traffic flow to ensure that future stands had less congestion.
The MEMCOM judges, mainly from membership organisations, commented: “The Caravan Club attends five major shows each year and through its stand directly recruits over 500 members. The importance of this interface with members and potential members is reflected in the professional and thorough research which The Club employs to understand the motivations for visiting the stand.” Tony Lewis, The Caravan Club’s Membership Marketing Manager, believes that the creativity and the effectiveness of the stand really sets The Caravan Club apart from other companies exhibiting at the shows.
The Caravan Club’s website was re-launched on 15th November 2006 and has considerably grown, not only in the traffic flow, but also in online site bookings and e-commerce transactions.
Over the period from launch to March 2007 versus the same period last year:
- The traffic flow to the site increased by 38%
- The number of online bookings increased by 37%
- The number of online joiners increased by 20%
- And the number of shop transactions increased by 41%
The judges commented: “The newly-designed site has resulted in substantial increases in new membership and online users. The research that went into getting this website right – including the user testing – was very impressive and has obviously paid off according to the stats. The goals set at the start of the re-design have been exceeded. An excellent job all round.”
Natasha Shane, The Caravan Club’s Head of E-Commerce stated: “When designing the new website, The Club moved to a more user-centred approach, which meant that the navigation of core users was used to structure the website, making it easier to use. This, combined with the good use of appealing imagery and vast amount of content, has made the website a success”.
The Caravan Club was rewarded for its flexibility to constantly adapt to the fast-changing needs of its members.
For further information, please contact:
Nikki Nichol
The Caravan Club
01342 336 797
nikki.nichol@caravanclub.co.uk
Sabrina Daniel
The Caravan Club
01342 336 768
sabrina.daniel@caravanclub.co.uk
Visit: www.caravanclub.co.uk or email press@caravanclub.co.uk
Notes to editors:
With nearly one million members (caravanners, motor caravanners and trailer tenters), The Caravan Club is by far the largest touring organisation of its kind in Europe. With high disposable incomes, members are discerning consumers and true investors in the country.