Launching a new product? Email works

Here’s a great example from Schwan’s Foodservice of how to maximize click-thoughs by augmenting your Extra Points™ newsletter promotions with a solo eblast and an impactful landing page.

Heavenly 100 dessert promotion foodservice rewardsHere’s a great example from Schwan’s Foodservice of how to maximize click-thoughs by augmenting your Extra Points™ newsletter promotions with a solo eblast and an impactful landing page.

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Schwan’s Par-Baked Crusts Promotion

“It’s very easy to set up a Foodservice Rewards promotion” says Jennifer Graven in this video testimonial

Here’s an excellent example of an FSR eBlast helping realign product lines.

Imagine how you could help operators understand your new product introductions if you first knew who was buying which products. Here’s what Schwan’s has to say about the ease of setting up these promotions:

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“Producing Measurable Results”

John DeVos, Sr. Vice President, Marketing for Schwan’s Foodservice describes the data-collection benefits of participating in Foodservice Rewards…

It’s hard to know how to spend your marketing dollars wisely if you don’t know who your customers are and what they buy. Here, according to John DeVos, Senior Vice President Marketing Schwan’s Food Service, is how Foodservice Rewards can help.

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Wake Up To Rewards

Remember, with Foodservice Rewards you can target by buyer/non-buyer, ownership type and sub-segment, making it worth investing, for example, $1-2 each to reach 500 non-buying self-op hospitals…

Consistently successful promotions integrate multiple media channels:

1) Banners on the website. Here are all the placement options available to you, contact your Coalition Manager to reserve one (hosting is free when you are running a concurrent points promotion).

2) Links to an explanatory landing page. Landing pages are not expensive to create when you supply the graphic elements and copy. Contact your Coalition Manager for a quote so you can feature multiple products, drive website registrations, invite operators to join a panel, view and submit recipes & more.

3) Send e-mail reminders to your key audience segments. Here are excellent examples from Bunge and Schwan’s.

4) Complement your efforts with print-on-demand mail. Not everyone can afford to send a 20 page magazine to their customer base, but everyone can afford to send a print-on-demand postcard, bi-fold or flyer to their best customer segments.

Remember, with Foodservice Rewards you can target by buyer/non-buyer, ownership type and sub-segment, making it worth investing, for example, $1-2 each to reach 500 non-buying self-op hospitals.

You know the drill: Contact your Coalition Manager (a.k.a. the “easy button” for a quote and turnkey promotion set up).

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Want to collect even more operator info?

“We have nearly 3,800 registrants thus far for the MTR pizza promo. Of the 3,800 – 75% have been generated through FSR communications” writes Evan Carlson of Schwan’s Foodservice…

See Schwan’s clever launch of their new Microwave to Rise Pizza. In addition to collecting qualified leads, it educates with a cooking-video, product specifications, profit potential and kid’s menu suggestions.

With over a thousand entries in the first 24 hours following the announcement to members, it’s off to a great start – and will soon be accompanied by a 50,000 piece mail drop.

Updated 6/17/05 with permission: “Gents, Interesting stat for you. We have nearly 3,800 registrants thus far for the MTR pizza promo. Of the 3,800 – 75% have been generated through FSR communications.”

The promotion is the brainchild of Jennifer Graven (left, tall) Schwan’s new Campaign Manager, it builds on her experience creating promotions for Texas-based distributor, Glazier Foods.

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Placing equipment? Try this

Whether placing ice cream dispensers, coffee machines, soup kettles or pizza ovens, you’ll enjoy more success generating leads by offering points …

Whether placing ice cream dispensers, coffee machines, soup kettles or pizza ovens, you’ll enjoy more success generating leads by offering points (see Schwan’s example.) Not only can sales people deliver a bonus point hand-out upon installation, but you can also track compliance (and automate rebates) using your data extracts. Ask John.

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Best Practice: Win-Backs

“In other words, they appeared to be lost business. Through Foodservice Rewards, we are able to identify them, offer an incentive of value, easily manage participation and directly measure results” writes Evan Carlson, Schwan’s eBuiness Marketing Manager

With the average company losing 20-40 percent of its customers every year, it is imperative that we create hard working strategies, not only for acquisition and retention, but also for win-back.

“we sent a message to approximately 800 operators in the Foodservice Rewards program” reports Evan Carlson, eBusiness Marketing Manager at Schwan’s Foodservice. ” These were operators who previously purchased Minh Appetizers but had not redeemed a reward code within five months. In other words, they appeared to be lost business. Through Foodservice Rewards, we are able to identify them, offer an incentive of value, easily manage participation and directly measure results. We have plans to execute additional campaigns in the upcoming months.”

Similar efforts such as this one have produced win-back rates of over 14% (33,538 cases for the campaign) for a small investment in email design, delivery and points to respondents. If you have questions about how to use your lapsed buyer reports or need help designing and executing win-back strategy, please contact John Neupauer at 952-844-4566.

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The Mute Baron

It’s true, the Red Baron doesn’t speak. Not a word. Would spoil the illusion, I guess. Without that paste-on mustache, he looks about 13 years old.

It’s true, the Red Baron doesn’t speak. Not a word. Would spoil the illusion, I guess. Without that paste-on mustache, he looks about 13 years old.

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