Marketing in Motion
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Marketing in Motion
Marketing practice is rapidly changing. This topic explores the latest trends in marketing communications, digital and mobile marketing, social media, community / tribal marketing and value co-creation.
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Suggested by Steve Neta
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Loblaws takes PC Plus Canada-wide | Marketing Magazine

Loblaws takes PC Plus Canada-wide | Marketing Magazine | Marketing in Motion | Scoop.it
Joachim Scholz, PhD's insight:

Steve's insights:

 

If major companies want to remain competitive, mobile marketing is one train on which they have to get on board. Loblaws has coupled mobile marketing with its new PC Plus rewards program. The promotion for the program featured commercials with Galen Weston, the now famous head of the Canadian retailer. The rewards program keeps track of customer purchases, offering extra rewards for certain items. Using algorithms, it determines purchasing patterns and predicts when the customer may need to replenish items. All this is driven towards direct marketing on a level as personal as most consumers have seen.

 

Truly leveraging mobile marketing, Loblaws has made its PC Plus mobile app the keystone of the rewards program. The app helps take a personalized rewards program and brings it right into the consumer’s hand. Through the application, users can store their rewards card number, receive personalized offers, build shopping lists (and even organizes personalized recipe ingredients), and manage their account including keeping track of transactions.

 

PC Plus embraces mobile marketing to help Loblaws build an almost personal relationship with its customers. This type of exchange helps the company build on its value proposition by not only offering what consumers what, but when they may likely want it.  

 

Aside from the benefits of direct marketing, this rewards program also offers a tremendous amount of data for the retailer. Having the ability to track purchases and predict when a customer needs a new item also enables the company to directly market those items to the consumer.

 

As with many new mobile marketing initiatives, there are often questions surrounding privacy. However, the growing millennial demographic tends to be more forgiving in this field than older generations. Perhaps this is the creation of opportunity for companies like Loblaws.

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Erika Kettlewell's curator insight, September 22, 2014 6:49 PM

We are studying companies in our Communications Planning course, and I chose Loblaws. This is a great example of something the PR program in the company would have been working on. Not only does the point system help customers but how it works, by tracking each customers buying habits, allows the company to make marketing decisions on what products to bring into the store and what promotions will bring in more consumers.

 

Suggested by Kelly Wittig
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Direct Mail: Alive And Kicking - Forbes

Direct Mail: Alive And Kicking - Forbes | Marketing in Motion | Scoop.it

Today, many consumers and business professionals regard direct marketing as an outdated form of marketing communications that is playing a less active role in connecting with target customers. However, in an article released by Forbes, they beg to differ, arguing that direct marketing is now more important than ever.

 

As explained by Steve Olenski, direct mail touches deeper than digital mail and the younger generation between the ages of 18-34 are the most positively influenced by this form of marketing. Although one of the largest critiques against direct mail is its intrusive nature, a study completed by Millward Brown found that receiving a marketing message that one can touch, feel, and that is addressed specifically to the individual is able to create a stronger emotional tie that resonates for longer. Additionally, direct mail has the strongest ROI for B2C client acquisition, contact, and retention and should be better leveraged in integrated marketing communication strategies. However, the problem is Marketers do not have enough training and lack the experience to use direct mail and effectively implement campaigns. Furthermore, they are told that direct mail is not relative in a digital age despite the facts.

 

Yet, in this era of fast-paced changes and intense global competition, information is everything and companies must invest in good customer management processes to stay relevant among target segments. Direct marketing programs include the ability to collect richer customer information to add to consumer databases, enabling more accurate targeting of profitable customer segments. Additionally, direct mail, and the consumer information it provides, allows companies to make more accurate lifetime value calculations. With this in mind, I agree with Forbes stance of the relevance direct marketing still has in the digital age and would even take this further by arguing that direct marketing holds greater importance in sustaining a competitive advantage than ever before through the collection of customer information and data mining to reach profitable customers.  

 

Kelly Wittig, 06036332, Comm335- 001, #DirectMarketing #IntegratedStrategy #ConsumerDataBase #DataMining #LifetimeCustomerValue 

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Suggested by Chelsea Broderick
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Skoda Yeti - Park Assist System

Typically I find that direct marketing doesn’t catch my attention. The number of times I receive a handout and actually read it is very low. This is why I found Skoda’s direct marketing idea very clever.

 

At the Bologna Motor Show, a postcard was distributed to promote the new Park Assist System. This wasn’t a typical handout but on the postcard there was a little car that you took off one side and placed on the other. When you attempted to stick it to the designated spot, magnets guided the car into a tight parking spot. Not only does this postcard show the benefit of the new feature but it also adds an interactive aspect to capture consumers’ interest.

 

Often direct marketing provides customers with too much information that it is overwhelming. This tactic of having a fun postcard makes customers aware of the new feature while encouraging them to seek out more information on their own. After seeing the video of this idea, the first thing I did was go onto the company’s website.

 

One thing that needs to be considered is that these cards would be fairly expensive to produce, so it wouldn’t have been possible to reach as many consumers as they could have with another form of marketing. That being said, Skoda was very lucky that this idea received lots of positive publicity online so people, like me, who were not at the event, were still able to see the postcard as a video.

 

Chelsea Broderick, 05994009, Comm335-1, Direct Marketing, Campaign 

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