Nestle Customers Go for the Gold

Nestle’s customers are going for the gold…

Goal Stretch promotions ask operators to purchase more products in a given timeframe.  Nestle’s customers are going for the gold this Spring during their Gold Points promotion

Note the creative calls out Stouffer’s specifically, but also identifies the other brands included in this promotion.

The promotion was communicated using the bi-weekly enewsletter, eblast (left), direct mail, plus banners on both the Foodservice Rewards and the Nestle’ Professional websites. 

This goal stretch promotion will put Nestle’ in the gold as well!

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Distributors focus on private label to increase

Distributors focus on private label to increase according to this Technomic report

According to Technomic’s Distributor Intelligence Service, July 2009, distributors view their house brands as increasingly more important for future success and many are investing in more sophisticated brand building efforts.

The good news for manufacturers is that 72% of those surveyed indicated that “manufacturer specification” is the biggest obstacle to selling private label – here’s an excellent example of how Kraft uses targeted direct mail to drive those customer requests and unit-level compliance.

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30,000 Incremental Cases, Wow

We tiered the promotions based on past redemption history so that we would pay out for incremental purchases…

lent_promotionTracking operators’ purchase history is the best way to set appropriate stretch goals to help them grow their volume during key selling periods.

Carla Dougherty, Sr. Director of Marketing, King & Prince Seafood writes:

“One of the best things about Foodservice Rewards is that every promotion is so measurable. During a recent tiered-payout promotion we moved over 30,000 incremental cases in just 90 days.

Coalition Manager Sandy Younger tiered the promotions based on past redemption history so that it would pay out for incremental purchases. “We treated each group separately and each had their own offer/purchase requirements. In addition we honed in on your highest penetrated segments.” Nice work, all.

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2,000,000 Point Bonanza

Kraft’s creative mail drop supports their latest 2,000,000 point bonanza…

Kraft has announced its Foodservice Rewards portfolio expansion with a eye-popping 2,000,000 point promotion supported by this creative use of direct mail.

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Hormel’s Excellent Brochure

“Earn maximum points by filling your menu with Hormel Foods,” reads this excellent brochure…

Trying to figure out how to present your products in ways that are relevant and useful to operators? Take inspiration from this excellent Hormel brochure. Note, in particular, the clever matrix of day part and product applications which is a best practice even if it didn’t have the bonus “Earn maximum points by filling your menu with Hormel Foods products featured in the Foodservice Rewards Program!” call to action.

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Make the Most of Your Trade Show Investment

Using a clever pre-show mailer like Hormel’s helps maximize your trade show booth investment + operator feedback from NACUFS…

Tip ‘o the hat to Tom Guse, Product Manager at Hormel foods for sharing a copy of this pre-NACUFS mailer. When I visited their booth halfway through the show, boxfuls had already been turned in, ensuring steady flow of booth traffic.

John Neupauer worked several of the Sponsors’ booths and captured these stories of how C&U members are using their points:

1) What do you think? – Students were asked to participate in surveys and taste tests conducted by the foodservice department. Merchandise is used in a sweepstakes for students who share their opinions.

2) Sustainability I – In an effort to reduce Styrofoam waste, a “Lug Your Mug” initiative was started. Students were asked to pour coffee into a foodservice provided, portable, washable mug rather than use a Styrofoam cup. Merchandise was given away as an incentive to participate.

3) Sustainability II - Students were encouraged to take only what they eat and cut back on food waste. The average student at this university wasted 7% of the food they took at each meal. As an incentive, students who returned their trays with no food waste had their name entered into a drawing for great merchandise.

4) Thanks for your business - As a thank you to students for dining at the school, merchandise was given away.

5) Picture This I - One college redeemed their points for a digital camera, which was used to take and post pictures of daily specials.

6) Picture This II - One school used their points for a digital movie camera. It was used to: record job candidate presentations which were shown to staff who could not attend the interview; record chef demonstrations for use in various classes; record staff memories and create a CD to play at the retirement part of a long-term employee.

7) Dress for Success - During Halloween, students were encouraged to dress up. Prizes, selected from the FSR catalog, were given to the winners.

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Communication Specificatons

Been wondering where to find the technical specs for banners, images, graphics and more?

Been wondering where to find the technical specs for banners, images, graphics and more? Details can be found here or on the “communication specifications” link under Fact Sheets in the right column.

 

eMail Non-Delivery Rates at 19.6%

Twenty percent of permission-based email did not get delivered as intended during the first half of 2006…

The latest Return Path study on Email Blocking and Filtering shows that twenty percent of permission-based email did not get delivered as intended during the first half of 2006. Don’t forget to support your promotions with BI’s Print-On-Demand mailers, which can be very cost-effective when used with targeted audiences.

 

Refer and Earn Direct Mail

Results of this direct mail campaign are leading us to favor telemarketing to the C&U segment

On Sponsors’ behalf, we’re mailing this Refer & Earn postcard to 1,265 participating Colleges & Universities. Monitoring changes to the segment’s baseline referral rate will to allow us to make an informed decision about the expanding these direct mail overlays to other high-value segments.

4/26/2007 postscript: The mailing appears to have had no effect on Refer and Earn rates, and as a result will not be repeated in favor of a telemarketing test.

Segment: College/University

Week # of Referrals # Enrolled % Converted # Submitting Referrals
23-Apr-2007 3 0 0.00% 1
16-Apr-2007 3 2 66.67% 3
09-Apr-2007 2 2 100.00% 2
02-Apr-2007 1 0 0.00% 1
26-Mar-2007 3 0 0.00% 3

 

Event-based communications – now easier!

These personalized Unilever print-on-demand postcards are and excellent example of “event triggered” communications…

With the introduction of print-on-demand, it’s easier than ever to recognize operator milestones and encourage new ones.

Simply provide art and set the trigger event(s) and your Coalition Manager will handle the rest. Once the rules are defined, it’s “fire & forget” – whether you are communicating with a handful of operators (or thousands!) who achieve the milestone during the specified time frame. This fact sheet details pricing.

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