Direct Reponse Tool: Testing & Analysis

For the direct response marketing tool, I chose a radio promo. The promo was just under 60 seconds, but it was filled with just enough information to get a response; especially when the gift is a free custom-theme birthday party. Consumers can easily book these types of parties in Virginia, which is approximately 45 minutes away. The PALACE will offer theme parties in the heart of the Harbor of Hospitality, Elizabeth City.

The radio ad asks listeners to “email us about your child’s favorite character and what would make a magical party for them at for a monthly chance to win their next celebration at the PALACE.” Listeners are unaware that the basic party starts at $250.

I chose 4 adults who were related to the ideal clients (children ages 4-12); two mothers, an aunt and an uncle. I found that Aunts and Uncles give great gifts to their favorites nieces and nephews, so they could be approached about winning a party. I wanted to know what they perceived as a fantastic party. And I must say they were very creative. Adults have the imaginations of children. Children are easier to please than adults and if I can WOW the adults, they will tell their friends. One wanted a Frozen theme BIG cake from KROGER, but we can go an extra step and obtain a cake like in the movie. Another wanted a Black Panther party with a Saharan theme and masks. Their responses gave me a gauge for the party enhancements.


“I am very interested in having a birthday party for my nephew at the PALACE! My nephew is a huge Black Panther fan and I would love for you to decorate the event in that theme. I am thinking maybe a Sub-Saharan Africa setting with tribal masks and the like. Of course, because Black Panther is a king, he thinks HE is a king. My goal is to make him King on his birthday! Please let me know if you can host the event. I would love to hear your ideas. Also, what are the cost associated with having the birthday  party at the PALACE. I look forward to hearing from you! Wakanda forever! 🙂 “

My daughters favorite character is Elsa from Frozen. What would really make her party special would be a Frozen theme party.  I imagine that the room would be decorated like an ice castle with supplies and decorations of Elsa.  And to make them feel extra special, we’ll need a photographer to capture candid shots and provide a backdrop of Elsa and the frozen kingdom so that beautiful pictures can be taken to savor the memories. For food, we’ll have tables designed in the frozen theme and serve foods that kids love, serve blue punch and design a special frozen candy bar.”

I responded back to them with the PALACE brochure and assurance of our ability to make dreams come true. I asked for an opportunity to speak with them with positive responses. I had fun reading their dream parties for the kid, bringing out the kid in them.

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