APR 2007 - Over 200 at the Marketing Association Northern Lunch
An audience of over 200 marketers heard two brilliant presentations at last Friday's Northern Region lunch. Vaughn Davis (Y&R) is a born entertainer who kept the audience enthralled with offers of free bacon whilst outlining the simple, but clever, strategy behind promoting Kiwi Bacon to Foodtown's onecard holders. Vaughn described how they were able to segment regular bacon buyers in specific localities and offer them individualised 'specials'. The campaign was a great example of customer targeting and lifted sales by over 600%. The campaign won a Gold Award at the recent Marketing Association Direct & Interactive Marketing Awards, as well as winning the inaugural New Zealand Post "Postmark" Award for the best use of mail. The most interesting revelation was that 50% of the customers who received the offer didn't redeem their discount vouchers but bought the bacon at the normal price anyway!
Vaughn was followed by Brett Hoskin (AIM Proximity) who shared the strategy and innovation behind the launch of the Lexus IS250. He explained how they targeted owners of luxury European cars to specifically win new customers for Lexus. The promotion transported the participants to an interactive website where they could create their own piece of art made up of different IS250 design elements. The online experience was radical, unique and engaging. Definitely not what the audience would expect from Lexus. An online world-first was created using the car and elements of it to embody the “Art in Motion” creative theme. The creative and interactive components of the website encouraged visitors to engage and create something unique in a special online environment – a real departure from global auto industry efforts online at the time.
The results?
- 54% of all new Lexus IS250’s sold in NZ were sold to targeted prospects
- 23% of those were to previous owners of European brands
Here's what one (first-time) luncheon guest commented in an email to event manager, Kelly Vause :
"I just wanted to pass on my and my colleagues’, appreciation of this event. The function was beautifully planned and the content was highly relevant to the (forward thinking) multi channel campaign requirements of NZ business at present. It was interesting to hear the insights and strategies of the speakers, and I enjoyed my time amongst such innovative characters.
Please pass on my thanks to your team for extending your kind invitation to us, and for ensuring all delegates left with plenty to think upon."
Mary Zefirelli, Image Centre
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