After three quarters of declines in 2008, coupon redemptions spiked 10 percent in Q4 2008, per Inmar. This was followed by a 17 percent increase in Q1 2009 and a 33 percent surge in Q2. This tally includes FSI’s, on-pack offers and Internet coupons but excludes retailer coupons.Inmar also reported that more and more consumers are using coupons for both food and non-food items. In Q4 2008 non-food redemptions were -3 percent. However, in the second quarter of this year redemptions for non-food items were up 46 percent. Food coupon redemptions were +21 percent in Q4 2008 and increased 27 percent in the second quarter of 2009.In the US sales of vegetable seeds in 2009 rose over 30%; in the UK in 2008, by 60%. Hong Kong hotels operating at 65%, normally at 95%.China will overtake the US in 2009 with an expected 12 million cars purchased, 1 million more than the US.
Old box above fold 38%New box below fold 35%New box above fold 89% In one week. Another secret. I got this from Google Case Studies at Google.uk.
OBJECTIVES & BRIEFTo make members of the GUINNESS eRMprogramme feel warm to the brand on their Birthday and encourage them to celebrate it with a friends and a pint of the black stuff. STRATEGYIt's a sad fact that as we get older we get fewer Birthday cards. So a timely message from an old friend like Guinness not only puts our Birthday boys (and girls) in a good mood, but is a 'not so subtle' reminder of how best to celebrate another candle on the cake. For the younger, less traditional and more internet-savvy members of the data-base, an entertaining email creates more cut through than a paper based (or electronic) Birthday card. While we cannot underestimate the importance of being remembered on your Birthday, the email comms has the added viral potential of being used to invite friends and family to their Birthday celebration. In essence, entertainment first, drive consumption second. SOLUTIONFor 2006-7 we created a short personalised movie of a pub landlord wishing the recipient Happy Birthday. The landlord tries pulls a pint and tries to get it through the screen - to no avail. No fear, the viral aspect of the piece allows our Birthday boy to personalise an invite to a friend. Additionally, the email can be personalised and re-sent to friends, inviting them to a pub of their choice. RESULTS60% opened the email. 95% of those interacted fully. 96% unprompted recall in post campaign research. Whilst it's difficult to measure uplift per consumer as a direct result of this activity, if the 30,000 people we know fully interact with the email every month, use the email to get friends down the pub on their Birthday, that's quite a lot of GUINNESS being supped. The campaign was such a resounding success in 2007 picking up a Commendation at the Revolution Awards 2007 and scooping the Grand Prix at the Precision Marketing Awards that Guinness decided to run it again in 2008, this time, with a free pint voucher included.
Increasingly, the “grey market” is being reached in Japan through the Web. Older people are more likely to use a PC than a mobile phone. This is a website from Rakuten targeting middle-aged people and offering high quality wine and home delivery.Rakuten is the largest internet shopping mall in Japan.They started to target this market in 2005. Most popular items are gourmet goodies, wine, and …..hair dye. Middle-aged people known as book lovers are increasing their interest in ordering through the Internet, sayingI will continue using Amazon Japan :18.1% of the 50s, and 10% of 60s.
Meanwhile, the younger generations are more interested in ordering through the mobile phoneand this is becoming popular in Japan.62.6% of 20s are using mobile phones instead of using computers when they order. (52.7%)Among the female users more than 70% have experienced using the mobile phone to make a purchase.This is also a site from Rakuten with QR codes (quick response code) for the mobile phone to easily get access to its site. It is mostly targeted at female users.Viceroy international targets mostly younger women and they have developed a mobile shopping from an early stage. 75% of its sales comes from the mobile order.
This is not new. This is as old as commerce and was first most clearly articulated by the legendary Claude Hopkins. His book, Scientific Advertising, should be required reading for anyone in this business. It’s in the document library o f my website, or that of the great Andy Owens in the UK. Listen to his opening lines: the tiem has come when advertising has in some hands reached the status of a science. It is based on fixed principles and is reason ably exact. The causes and effects have been analysed until they are well understood. The correct method of procedure have been proved and established. We know what is most effective, and we act on basic law. “ And he then goes on to describe direct marketing and testing in great deal. Most importantly, “To properly understand advertising or to learn even its rudiments one must start with the right conception. Advertising is salesmanship. Its principles are the principles of salesmanship. ….Let us emphasise that point. The only purpose of advertising is to make sales….”
This campaign for National Geographic magazine by Bruggemann and Freunde of Germany beat control through use of a questionnaire regarding the recipient’s interests and reading habits. The responses also guided the magazine in future editorial selections. The questionnaire, an involvement device, engaged the intellect of the targets who responded well to a company that respected their opinion. And, they discovered this would work online very well, also . With opt-in email they had a 15% response rate. Extraordinary.
Domestic Volumes 2007-2008<br />World domestic volumes:<br />The worldwide 2008 impact of the crisis strongest in the domestic letter-post segment<br />Domestic parcel traffic suffered the least <br />
THE CUSTOMER IS IN CONTROL<br />Power has shifted in the buyer/seller relationship to the buyer’s advantage<br />People have more options and sources of information<br />Online communities converging,will strengthen consumers more <br />
Mobile Everywhere<br />Billboard, Bern, Switzerland, November 2007<br />
JAPAN <br />127 million<br />Slightly larger than CA<br />Wealthy “grey generation”<br />114 million mobile phones<br />76% use Internet<br />Catalogs-number 2 pp<br />Sophisticated infrastructure<br />New privacy law clouds <br /> legality of existing lists<br />
INDIA – the Raj is dead…<br />China is trying to combine a market economy with a Leninist one-party –dominated state . India is combining full political democracy with the task of rapid capital accumulation.<br />Lord Meghnad Desai, FT, January 26, 2007<br />