There were a number of alternative ways that Newport News could use to obtain information about customers who had recieved a catalog but then not put in a key code when they entered their order or those who had just come in through the internet. We discussed asking a brief survey after the order (making sure that the survey did not increase shopping card abandonment) as well as using a 'matchback' process. Matchback involves sending purchase transaction history and catalog mailing data to a company that can essentially do a mail/merge and identify orders that came from those who had recently received a catalog; the firm sends the file back flagging potential matches and Newport News could use this file then to calculate ROI on its catalog mailings.
We had a presentation from Mike Malley from Con Agra on the multichannel media launch that was used to introduce the new Healthy Choice shelf stable meals. We could see the integration between the internet and more traditional media such as PR, Advertising and in-store promotion. Mike talked about using an email blast to loyal, opt-in healthy choice users, which was a good tie-in with out discussions on email marketing. We discussed that the CAN-SPAM act requires a valid reply to address, an opt-out provision, a street address and that the subject line be clearly labelled as promotional. Companies like Exact Target make it easy to be CAN-SPAM compliant. We evaluated some email offers to see if they were CAN-SPAM compliant and also evaluated the offer and the design based on the principles we had learned the prior evening.
We also talked about other electronic media channels, such as television and radio, which still have a place in today's media mix. Radio listeners don't switch channels as much but it is hard to use radio for direct response because people are often driving and can't always write down a number or dial the phone. Television advertising reinforces the brand message and Direct TV is a less expensive way of eliciting response, and is trackable and measurable, which we direct and interactive marketers really like. Health and fitness and products to make people look good are good targets for infomercials. Telphone is interesting because it can be both a media or promotional channel as well as a response channel. Inbound calling and B2B outbound are currently popular uses of the telephone by marketers because of the restrictions of the Do-Not-Call legislation.
3 comments:
During class we briefly talked about ordering groceries online. I was just wondering what the company was called that offers this service?
I feel some personal aversion toward many of the marketing channels discussed in class, namely telephone marketing. I rarely find a marketing call to meet my personal needs or interests. I have similar feelings toward TV commercials, because I can hardly sit through a program when it is interrupted by advertising every few minutes. I understand that companies need to promote their products in this competitive market, but is there a less obtrusive way? For example, Cutco, Pampered Chef, and Melaleuca (sp?) to name a few, conduct personal gatherings and sell products that way. If I am interested, I'll attend, and perhaps give my email or phone number, usually on a raffle to win something, thus giving permission to be contacted with further promotional offers. I wonder whether if companies had to rely more on word of mouth "advertising" the quality of our product offerings would increase because we would have to depend on positive customer ratings.
Peapod was the grocery company. The question on positive ratings on websites is a good one. We can talk about it with our guest speakers. Certainly positive wom is important. Also check out the additional reading for this Wed teh 27th.
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