Affili@syd permission

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Presentation by Rick Merten of Permission communications, at the 2011 affili@syd conference in Sydney, June 22nd.

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  • 2,500 Flight centre travel voucher10 x $500 WISH gift cards125 x $20 itunes vouchers
  • 20,861 referral email were sent, 4,076 Friends referred registeredPrize value – up to $4,000
  • 49,414 unique visitorsInstant win for registering or voting (members can only vote on a particular tip once) - $25 WISH gift card4 monthly prizes – $250 WISH gift card
  • Affili@syd permission

    1. 1. Ingham Enterprises <br />June 2011<br />
    2. 2. Summary<br />Overview<br />Ingham Enterprises<br />Digital Marketing<br />Timeline<br />Promotions<br />Mr. Executive Perks<br />Master Your Kitchen<br />Dinner with Friends<br />Epicook<br />Insights & Results<br />Working with affiliates<br />Annual benchmark<br />
    3. 3.
    4. 4. Unlock the power of Permission <br />Ambassador<br />Our mission is to build valuable and sustainable B2B & B2C relationships by discovering the triggers that unlock greater levels of permission.<br />Advocate<br />Adore<br />Fan<br />Love<br />Like<br />Permission Level<br />Customer<br />Desire<br />Visitor<br />Interact<br />Prospect<br />Aware<br />Suspect<br />Relationship Knowledge & Value<br />
    5. 5. Ingham Enterprises<br />Ingham Enterprises producers of chicken and turkey products.<br />Presence in both the fresh and frozen sections of supermarkets<br />Permission manage two “club” or database programs: Club Ingham and Today’s Turkey.<br />www.inghams.com.au<br />
    6. 6. Digital & database marketing<br />Objective: <br />To build a database of primary grocery buyers.<br />The target is 10% of Australian homes.<br />Strategy: <br />Develop a series of digital acquisition promotions<br />Leverage the existing database by encouraging membersto invite their family and friends to register<br />Access new and active online users through affiliate networks.<br />High value segmentation<br />Product trial<br />Local area marketing<br />Club <br />Inghams<br />DB <br />Acquisition<br />Turkey<br />Benchmark<br />Benchmark<br />Benchmark<br />
    7. 7. Database Acquisition and Measurement<br />4 Waves of acquisition promotions<br />Mr Inghams Executive Perks<br />Master your Kitchen<br />Dinner with Friends<br />Epicook<br />Annual Benchmark surveys<br />2012<br />2009<br />2010<br />2011<br />Epicook<br />Benchmark <br />Benchmark <br />Benchmark <br />Executive Perks<br />Dinner with Friends<br />Master Your Kitchen<br />
    8. 8. Mr. Executive Perks<br />Register and share for your chance to ‘Live like the King of Poultry’<br />6 week promotion<br />30,000 registrations<br />50% from affiliates<br />50% from referral<br />Prize value - $10,000<br />
    9. 9. Master Your Kitchen<br />Select the ingredients and be judged on your dish<br />Run in Australia and New Zealand<br />Prizes - $3,000 retail voucher and 50 Cookbooks<br />New Zealand<br />1 month<br />6,287 registrations<br />799 referrals<br />
    10. 10. Dinner with Friends<br />Invite your friends and family to a dinner party<br />6 week promotion<br />19.5% of referral emails resulted in a registration<br />Prize – Dinner for up to 10 people at the winners home prepared by a Chef<br />
    11. 11. Epicook<br />Share, comment and vote on tips for meal time success<br />6 month promotion<br />28,977 registrations to date<br />On average 3.5min on the site<br />Share with friends via Facebookand Twitter <br />Prize value - $16,000 worth of vouchers<br />
    12. 12. Insights<br />Working with affiliates <br />Benefits<br />Reach<br />No need to factor in wastage<br />Guaranteed ROI<br />Challenges<br />Promotionally driven members<br />Retention<br />List overlap<br />Control over media placement<br />
    13. 13. Year on Year Benchmark Results<br />Purchase -I sometimes buy Ingham’s chicken or turkey as a result of reading the newsletter – strongly agree increased from 19% to 26%<br />Today’s Turkey website - visits increased once a month from 42% to 46% and increased for once every 2-4 weeks from 25% to 28%<br />Club Ingham website - visits increased once a month from 34% to 43% And increased for once every 2-4 weeks from 19% to 28%<br />Today’s TurkeyOpen rate = 31%<br />CTR = 7% <br />Club InghamOpen rate = 33%<br />CTR = 10% <br />
    14. 14. Thank you& Questions<br />Rick Merten<br />rick.merten@permission.com.au<br />(02) 8024 5401<br />www.permission.com.au<br />Twitter: @rickmerten or @permission_syd<br />LinkedIn: http://au.linkedin.com/pub/rick-merten/0/528/29<br />

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