The Omni Los Angeles Hotel & Center

An established premiere business hotel in downtown Los Angeles, California.

Woodcox International has worked on many special projects, however our two most recent challenges were to develop a direct mail program to draw local businessmen and women into the hotel’s four excellent restaurants for lunch and dinner.

The program was called Ten-20 Dining Club and revolved around a discount program which was tracked by issuing each member a plastic membership card and number which was then used each time they dined. Potential member lists were selected by choosing very specific types of business individuals within a 7-mile radius of the hotel.

We chose to purchase lists of only those types of businesses that entertain their clients frequently, such as sales executives. In addition, these types of businesses were mapped specifically for their proximity to the hotel, in some cases, within walking distance.

In any frequent use, direct response program the three critical elements are: The right list, a strong offer and a good package. In this case, the huge success of this program was due to our development of a very well defined list of businesses who would be the most likely to use the discounts and be close enough to take advantage of the program.

The Omni was astute and understood that the offer had to be worth the effort and so substantial discounts were a key element also. Now that the program is in effect, a sophisticated database is being developed and these individuals can now be tracked, issued new offers of further discounts on food or rooms and be offered more benefits for referring other businesses.

Basically the same procedures are developed for the Omni’s secretaries club, which they named Celebrity Club.

Again, the right list accompanied with a strong offer and a catchy package has been very successful in increasing room nights by offering gifts, discounts and other benefits to those individuals who are responsible for making reservations for their company’s executives.