Posts tagged cross marketing

How to Use Direct Mail to Kick Emails Butt

1223972861 250x235 How to Use Direct Mail to Kick Emails ButtFor years, companies have been capitalizing on the power of print advertising to attract customers in cross-media marketing campaigns. Cross-media marketing helps companies take advantage of the variety of different media formats that are available for modern advertising: of these media components, print media is supreme in many regards. Although email marketing is popular today, there are key areas where print mail is still much more effective at helping a company increase response rates of cross-media marketing campaigns.

Improved Response Rate And More Competitive Costs

Because print media provides a physical piece of advertising that buyers can hold in their hands, it enjoys a better rate of response than email. According to a study conducted by the Direct Marketing Association, direct mail campaigns to existing customers have a response rate of 3.4%. Similar email campaigns had a response rate of only 0.12%.

In the same study, the DMA showed that printed media also had a better cost per lead or order. Print mail campaigns had a cost of $51.40, while e-mail campaigns had a cost of $55.24 for each lead. This is especially important for businesses that have a set budget for their cross-media campaign and want to ensure that they stay inside of this budget, an issue that is paramount in the minds of today’s business professionals that want to raise response rates of cross-media marketing campaigns while keeping costs down in a struggling economy.

Advantages In B2C Marketing

For B2C marketing, an arena in which many organizations both small and large operate in, print media has many advantages over email marketing. According to a survey performed by Target Marketing, 34% of direct response marketers reported that printed mail campaigns delivered the best ROI in terms of customer acquisition, compared to email, which was selected by just 25% of those marketers as being best for B2C. This is in part because of the ability to personalize printed media through handwritten notes or signatures, something that email cannot do.

Printed media is also effective to improve response rates of cross-media marketing campaigns because of how many people still rely on printed materials mailed to them to either decide where they will go for a purchase or actually make the purchase. Integris marketing cites a study by the U.S. Post Office, which reports that 80% of consumers view and/or read their direct mail, and 50% of households have ordered products from catalogs. Conversely, many people have spam filters that keep out marketing emails, or simply do not even bother opening these types of digital messages and just move them right to the trash.

More Resonance Among The Highest Earners

Even for companies that do not market B2C, they are often targeting a specific business owner or high level executive for B2B media marketing campaigns. For these top-earning Americans, print media is extremely important. Adage.com reports that 93% of this population read hard copy magazines, while less than 30% read them online. Similar statistics were shown for the reading of newspapers. This means that if you are targeting wealthy business owners or financial officers, you are more likely to increase response rates of cross-media marketing campaigns using print media than digital media.

Sales professionals and business owners have numerous options when it comes to pursuing new business through media. Despite its age, print media remains a hugely vital aspect of any advertising effort. Use print media wisely in tandem with other media elements today so that you can grow your sales by improving the response rates of cross-media marketing campaigns.

 

Get Your Message Across the Right Way – Print that Makes Sense

166578139 250x182 Get Your Message Across the Right Way   Print that Makes SenseYou may be questioning your general approach to your print marketing campaigns in light of the fact that there are so many new ways consumers are being bombarded with information. Response rates of cross-media marketing campaigns are proving cross-media is not only successful but measurable meaning you can benefit from print in a traditional way by adding the benefits of personalized marketing in less traditional ways.
Personalized marketing campaigns are seeing solid results compared to standard, flat or static campaigns. Response of cross-media marketing campaigns are successful as they combine online and offline marketing. This allows you to use an initial small response rate to eventually drive a higher response.
By speaking to your audience numerous times in numerous ways allows you to maintain contact and remain top of mind. You are using repetition in a more innocuous way because the consumer is not being hit over the head with the exact same method. Cross-media marketing offers a constant reminder using direct marketing to invite the consumer to visit your website with a personalized URL that leads them to personalized information and messaging tailored directly to them.
This is far more valuable than a general message that may or may not apply to them. A personalized survey can then collect information that is saved in a general customer data base that alerts your sales team via email that a potential client is on the radar screen. They then have a legitimate reason to contact the lead with good background to get things started. At the same time, the information is tracked and stored for future CRM use in your system.
Response rates of cross-media marketing campaigns continue to show solid results. An analysis done by MindFireInc of 1,856 cross media campaigns in 30 cross vertical markets showed that an average visit rate of 6.5 percent and an average response rate of 4.5 percent. Results for some markets included:

  • Education: 3.3 percent visit rate and a 2.1 percent response rate
  • Non-profit: 5.3 percent visit rate and 3.5 percent response rate
  • Financial: 4.6 percent  visit rate and 3.1 percent response rate
  • Insurance: 5.6 percent vist rate and 3.6 percent response rate
  • Arts, Media and Entertainment: 7.3 percent visit rate and  5.9 response rate

As you can see despite the varying vertical markets the response rates of cross-marketing media show solid results. The visit rate also demonstrates the opportunity to collect information for future CRM campaigns.
Marketing firm Epsilon Targeting found that 6 out of 10 Americans preferred to get information via direct mail. Response rates of cross-media marketing campaigns demonstrate success and direct mail plays a role. The findings of Epsilon detailed that regardless of preference through email or post, the reason people enjoyed either was due to the ability to refer back to the info when convenient. However, of those citing this reason 73 percent were pro postal versus 45 percent for email. This means that direct mail as an initial contact will impact the response rates of cross-media marketing campaigns in a positive manner. Further proof of this was reflected in these findings:

  • 62 percent enjoy checking their mail box for mail
  • 59 percent enjoy getting mail about new services and products
  • 73 percent found they were getting email they never open
  • 67 percent said they get too many emails each day

Cross-media marketing campaigns are making marked progress in customer response compared to traditional means. Cross-media marketing also allows you to use the response rates of cross-marketing media as a way of saving money for future print campaigns by allowing you to focus only on those with proven interest.

 

Direct Mail is on the Skids – Or is it?

1588029641 250x250 Direct Mail is on the Skids   Or is it? The Response Rates of Cross-Media Marketing Campaigns still support the need for “hybrid marketing”, better known as cross-media marketing techniques. Digital media and direct mail actually complement each other, and because of this fact, there will continue to exist a strong need for direct mail marketing in the indefinite future.

The integration of print and digital media is still generating leads at a superior ROI and, particularly in some specific types of organizations, this will continue to form a reliable part of marketing strategies. Not only that, but tying the two channels of direct and digital marketing together can form a powerful vehicle for improving a companies client base. At the moment, this combination is essential for laying the foundation for mobile and video communication-based campaigns in not a few industries.  Response Rates of Cross-Media Marketing Campaigns depend largely on how intelligently direct mail is integrated into existing strategies. Used insightfully, direct mail is a reliable tool for boosting response rates and setting the foundation for long-term client commitment.

Response Rates of Cross-Media Campaigns in cases where direct mail marketing is used, are influenced by  two major factors: which types of businesses use them (which is a very flexible determinant) and/or how they are used to complement existing inbound marketing strategies. Banks, universities and colleges, casinos, insurance companies are the organizations benefiting from and will continue to benefit from direct mail marketing because they are able to continue increasing their client base at a cheaper and more effective rate through personalized marketing techniques than static ones.

There are neurological reasons for this. Research conducted at Bangor University  shows that physical media effects human memory differently as it creates a more profound emotional response. This in turn, will hypothetically cause for more positive brand-associations – something of particular importance where the above-mentioned  industries are concerned. Since clients are often being asked to entrust large sums of money with them, trust is of a premium.

As to understanding the more pertinent question: whether or not cross-media is more useful for generating more leads,  the research that has been singularly helpful in understanding the various Response Rates of Cross-Media Marketing Campaigns are as follows:

  • Reports from the DMA (Direct marketing Association)
  • The PODi report (carried out by the Digital Printing Initiative.)
  • The CMO (Chief Marketing Officer’s council) report.
  • A collection of other reports stored in the MindFire Inc database.

What these reports have indicated is that personalized marketing techniques have a vital place for marketers, while static campaigns (those allowing for no flexible integration between direct marketing and digital platforms) are simply not as effective in terms of  ROI performance.

The conclusion then, should be clear: the shift towards increasing digital marketing has not changed the need for direct-mail marketing. In fact, direct mail marketing is still pivotal as a launching pad for digital marketing campaigns, and will continue to be so in future.

 

Does Your Data Support That?

mobile interface1 250x166 Does Your Data Support That?

Trends Marketing Needs to Stay on top of Due to Data

The whole “big data” phenomenon may be overstated in the business and tech media at this point, but for good reason: Companies are proving time and time again that a data-driven approach leads to smarter business decisions and often creates a competitive edge.

As a result, more businesses — even small and medium-sized businesses — are turning to solutions that help them harness the power of big data to do everything, from more accurately tracking inventory to listening and engaging in relevant online social conversations. As the data universe continues to grow exponentially, tools are rapidly being developed and deployed

More Data Regulations are Imminent

While the marketing and advertising industries successfully deflected major regulations in 2012 through intense lobbying efforts, new regulations in 2013 are highly likely to be passed due to the sheer number of bills and other initiatives currently in the works, along with the need for laws to catch up with the fast pace of innovation in this area:

  • Following the release in March 2012 of a two-year investigation on consumer privacy in the digital age, the U.S. Federal Trade Commission endorsed legislative action around data privacy, including the creation of “do-not-track” mechanisms in web browsers that help consumers opt-out of online behavioral tracking and targeting. Efforts by the industry to self-regulate DNT were stalled at the end of 2012; the consequence may lead to legislative action on the issue.
  • Retiring Democratic Senator from West Virginia, John D. Rockefeller IV, launched an inquiry into information brokers like Acxiom, Epsilon and Rapleaf last October to better understand their practices and determine if they handle consumers’ personal data appropriately.
  • Rep. Hank Johnson (D-GA) recently released a draft bill called “The Application Privacy, Protection, and Security Act of 2013,” or the APPS Act, targeted at creating guidelines for data collection, retention and sharing practices of mobile app developers. With other initiatives at various stages in the works, expect more attempts — and some successes — to introduce new marketing and advertising regulations in 2013.

Don’t Put Your Phone Down

The sheer size of the mobile audience, along with the diverse capabilities and immediacy that modern mobile technology can deliver, has prompted organizations to go back to the drawing board with their website and application designs to account for the unique features of mobile devices. Smaller screen sizes, touch interfaces, push notifications, location services … they are all pushing practitioners and technology firms to rethink their approach to design to help them reach their audience in a clear way.

It should be noted that the “large screen” desktop interfaces are not going away anytime soon, especially in the workplace, meaning that design ultimately needs to be multi-modal. Some companies are approaching this issue by building responsive layouts that automatically adapt depending on the browser or screen size. Others are taking a more piecemeal approach by designing for a particular channel or, in the case of mobile apps, designing for a particular device or operating system. Are you designing your multi-channel campaigns with mobile in mind?

Interestingly, some of the design elements born out of the necessity to create usable interfaces on smaller screens are now becoming common in designs for larger screens. The interface of Microsoft’s new Windows 8 OS is probably the starkest example of this phenomenon, but there are plenty of others. Forms are becoming less dense and easier to use due to the lack of space of many inputs and large drop-down menus, and icons are being designed and implemented in more meaningful ways to reduce interface clutter. In other words, mobile is driving more simplicity in interface design, which is a step in the right direction for creating more user-friendly digital experiences.

The Road Map for InfoTrends’ Digital Marketing & Media Trends (DMM) Consulting Service helps companies understand how to harness the power of interconnected media effectively to meet their business objectives. To read the full DMM report, visit www.infotrends.com.

Why Marketing Artists and Marketing Scientists Need One Another

v. man 250x250 Why Marketing Artists and Marketing Scientists Need One Another

Mark McGuinness of Lateral Action guest posted a terrific blog at Copyblogger: Are You a Marketing Artist or Scientist? In it he describes two distinct tribes that most marketers fall into (1) the right-brain types that like to create and find inspiration in coffee shops journaling and brainstorming about their next blog, podcast, video or creation or (2) the left-brain types that are most on fire when they get to use gadgets to crunch numbers, run split tests or compare data sets.

McGuinness explains it matters not which camp you fall into. What matters is that both camps work closely together to achieve optimum marketing outcomes for your organization. While ethereal writers can create magnetic content in itself it isn’t marketing until the scientists optimize it to be found and shared on the web.

And while marketing scientists are terrific at setting up variable data projects,analysis models and optimizing content to be keyword and SEO rich and for capturing names and IP addresses via landing pages and micro sites, they aren’t good at creating copy or content that screams read me, share me, and use me to make your buying decision right now!

You Need Both Disciplines to Succeed

McGuinness goes on to say that while at one time you could succeed with just killer content or killer PPC, now you need a mixture of the art and science to succeed. Dave Reibstein, co-author of Marketing Metrics, agrees.

Read Reibstein’s full excerpt here about blending the art and science of marketing.

Allen Weiner of Gartner for Marketing Leaders shares three companies that he feels is blending the art and science of content marketing marvelously well. In his blog post, Understanding the Art and Science of Content Marketing, Weiner gives the thumbs up to Home Depot, Nike’s Better World micro-site and The Waffle Shop.

He says all three think like publishers in blending their content with proper workflow and outcomes. Home Depot succeeded by driving 29 million DIY-ers to a YouTube video on the forgotten art of whiskey barrel making. Many showed up in the store to buy materials and give it a go.

Nike’s Better World succeeded with its content by using HTML5 to present a scrolling storyboard explaining its company’s green initiatives and The Waffle Shop doubled connects with its customers through a live stream of customers sharing comments good or bad live at a Pittsburgh restaurant.

Is your marketing organization set up so the scientists can teach the artists and vice versus? Tell us in the comments section below.

Agency Uses Interactive Sitelet to Land New Business

When a Dallas-based advertising agency, VLG, needed to engage prospects, it opted to show off its interactive technology through a sitelet or mini-site. The sitelet used a mock company called Crescent Bluffs to demonstrate the amount of time VLG could engage the prospect in the demo.

I was engaged for 1 minute 41 seconds. I took VLG’s bait of virtually opening a hotel door to a room with a virtual key on the screen. I was then asked to meet them in the lobby and then in the restaurant to have a virtual lunch; and at the end of the lunch a virtual note appeared on the screen announcing how long our business courtship lasted. VLG then asked me on the screen if I would be interested in learning how to conduct my own sitelet campaign to create new business for my company.

check Agency Uses Interactive Sitelet to Land New Business

VLG’s campaign, Accept the Invitation, began by mailing a hotel napkin and faux hotel key with a note that read, “Let’s Meet.” The note sent prospects to a mini or microsite for a faux hotel named Crescent Bluffs. You can walk through the prospect experience here.

Because of sitelet successes such as VLG’s, other agencies and companies are using sitelets to launch a product, provide support functions and for targeted advertising campaigns. By using a separate domain name, you can choose a unique descriptive URL that pertains specifically to the campaign.

Flash, online databases and advanced programming can be combined to create powerful customer support tools. It is possible to preload your existing offline data or structure an entirely new database.

Another key benefit of using a targeted sitelet approach is that you do not have to significantly modify your existing company website for a specific campaign. You will want to integrate links and content for maximum exposure, but this is significantly easier than modifying website navigation and page structure.

How can you use mini-sites to bring in business?

 

How to Say Thank You in a Personal, Memorable, Trackable Way

thank you personalization

Nine times out of ten, a donor receives a letter that starts with, “Thank you for your generous donation.” Because giving is an emotional response, it deserves an emotional thank you with more pep and personality than a typical, status quo thank you. Read Shannon Doolittle’s 22 Delightful Ways to Say Thank You.

Here’s a sample of humorous ways Shannon suggests saying thank you so you can delight, not bore your donors.

  • You = awesome. Me = grateful.
  • Move over Gates and Buffett, there’s a new philanthropist in town.
  • Our clients have started an unofficial fan club. You should start practicing your autograph.

And according to an article in Forbes, Don’t Thank Your Donor with a Gift, a great thank you is far superior to giving donors gifts, which can be counterproductive.

Foreshadow Good Things to Come Thanks to Their Donation

Beyond saying a great thank you, help connect the dots for your donors by telling them what’s happening. Something like, “Your donation pushes us to 90% of goal. Soon we can give all local children the nutrition they need on a daily basis”

A nonprofit named Charity:Water did an excellent follow-up video of a 9-year old girl’s donation of $240 that spurred $1.2 million more in donations following her tragic death in a car collision. Watch Charity:Water’s video about the little girl who could, Rachel Beckwith.

People who give to Donors Choose are greeted with an evolving thank-you screen on the home page where kids thank them for each specific gift – be it a computer or projector. They even mail hand written letters from the kids that benefited from the donation to the giver in order to say thank you in a very personal way.

Good cause marketing is all about great ongoing storytelling packed with emotional triumphs and challenges everyone can share in.

Timing, Format, and Other Loose Ends of Donor Thank Yous

When money comes in, a thank you letter or email needs to go out within 48 hours – the industry standard for courtesy, appreciation, and the chance to encourage more giving in the future from this donor.

The alleged bible for writing donor letters is Donor Centered Fundraising by Penelope Burk. In it, you’ll find many samples and formats to try and tweak within your organization.

Finally consider picking up the phone and calling to say thank you. Penelope Burk says her research shows that 90% of donors never receive a phone call from their favorite charities unless they’re asking for money. What an opportunity to turn that around to building a stronger relationship.

Are you inspired to polish your fundraising now?

 

It’s Not Too Early to Know the Marketing Trends of 2013

eight marketing trendsDo you feel like you’re constantly playing catch up? If so it’s particularly hard to stay ahead of trends. We can relate; thus the reason we’re posting a 2013 marketing trends piece in late April.

Take a breather and read the eight trends projected by Forbes and CIO Network magazines.

8 Marketing Trends Projected for 2013

#1  Businesses will pick and choose their social media platforms. Because businesses have had time to cut their teeth on social media and social media integration, they now have the confidence to align themselves with the platforms that make the most sense for the business. No longer will businesses feel obligated to be entrenched in all social media platforms. Doing so is nearly impossible and participating in all social networks is certainly not required to be successful in your niche. Pinterest works for fashion, photography, interior design and lifestyle businesses but not as well for manufacturers, municipalities, or musicians.

#2  Marketing strategies that simplify will soar. Because the world continues to move at a fast pace; accelerated even faster by 24/7 technology, any company that simplifies our lives or experiences wins more customers.

#3  Real-time marketing will replace campaign-based marketing. While theme-based marketing has ruled because it’s easy to plan around one theme that gets launched around a company-based timeline, it’s not very consumer-centered. Now that companies have married their customer relationship management systems with their online website orders, they have the data to launch trigger-based or real-time marketing that happens because an activity has taken place and merits another action being put into play to motivate the customer to take the next step.

During this year’s Super Bowl, Oreo used “real time marketing” to capitalize on the media attention that resulted when the Superdome experienced a blackout. Oreo had aired a TV ad earlier that night with a Twitter tie in that gained some new fans. When the blackout occurred Oreo leveraged their increased Twitter following by tweeting out a relevant picture reminding them that “you can still dunk in the dark.”

oreo It’s Not Too Early to Know the Marketing Trends of 2013

SOURCE: Oreo Cookie; Power out? No Problem

This picture went viral almost immediately and at last count has been retweeted over 16,000 times.

#4  Marketing success will be measured by sales. Instead of measuring lead generation, opportunity costs, click throughs and dozens of other metrics, marketing’s worth to a company will be weighed against sales growth.

#5   Mobile marketing gets taken seriously. Because more people purchased smart phones than PCs last year, mobile marketing will truly get its fair share of the marketing spending pie. While 90% of global marketing have a mobile site, only 20% of them integrate mobile strategies into their overall marketing plan.

SOURCE:“5 Surprising Marketing Trends for 2013,” Forbes, Jan. 23, 2013.

#6  Digital marketing agencies will double. In an attempt to manage their various online and social activities, small businesses are turning to digital marketing agencies. The demand will drive more digital agencies from owner-operated to consultants to creative boutiques.

SOURCE:“Follow the Money: Digital Marketing Trends for 2013,” Rob Eleveld, CIO Network, Dec. 20, 2012.

#7  All marketing campaigns will be integrated marketing campaigns. Do you remember 20 years ago when advertising agencies started calling themselves integrated marketing agencies to show that they were all inclusive of strategies such as direct mail, merchandising, public relations as well as advertising? Today if you produce a direct mail campaign, it would be foolish not to integrate the campaign by using a trackable 800 phone number, QR Code® or landing page (aka microsite).

#8  Google will start charging to access its analytics. In 2012 Google spent lots of money improving its analytics solutions and has put itself in a position to begin charging for the data it collects and stores. You might see this as early as 2014.

SOURCE:”Follow the Money: Digital Marketing Trends for 2013,” Rob Eleveld, CIO Network, Dec. 12, 2012

Do any of these eight predictions surprise or worry you? Tell us why in the comments below. We’re proud to say that 100% of our campaigns are integrated or multi-channel campaigns and 85% are variably printed.

IKEA Takes Direct to Consumer Approach to Grow Customer Base

Ikea 250x188 IKEA Takes Direct to Consumer Approach to Grow Customer Base

IKEA, the world’s largest furniture retailer, is rolling out an “IKEA Family” loyalty program. Specifically designed to keep the steam turned up on its integrated marketing channels (email, print, and social media).

IKEA has a loyal customer base of 3.6 million people who opted into IKEAs database to receive specials, flyers and its annual print catalog, which mails to 20 million people in the U.S. alone. Leontyne Green, IKEA North America CMO, says the catalog is the most important piece of the communications they produce.

The addition of the customer relationship program, IKEA Family, is meant to fill in the gaps of communications and build loyalty systematically. IKEA already has one million people signed up for the loyalty program.

IKEA Family provides discounts on in-store food and drink, access to seminars and events, member savings, and entry into gift card drawings.

I like Ikea IKEA Takes Direct to Consumer Approach to Grow Customer Base

SOURCE:“IKEA CMO at home with integrated mix,” Direct Marketing News, May 01, 2012, by Allison Schiff.

The Canadians Launch of IKEA Family

Rather than doing the trite thing of offering a free toaster, barbeque or CD player, IKEA Canada grew its IKEA family enrollment by giving something that was relevant to the brand, according to Judy Elder, managing director of Toronto-based Ogilvy & Mather Direct.

Customers received a package containing a tape measure, IKEA magazine full of how-to tips, a catalog, large format calendar and a punch-and-munch discount card for the company’s in-store food court. Numbers aren’t in, but sign ups and shoppers coming to the membership desk at the stores has increased.

Putting Marketing Frosting on the Cake with Social Media

Green is also championing one of IKEA’s first forays into social media by launching its “Bring Your Own Friends” promotion. IKEA North America is leveraging its 430,000 Facebook fans by asking them to BYOF (bring your own friends) for a full day of freebies, discounts and storewide perks, while at the same time raising $50,000 for the Save the Children cause.

IKEA’s marketing approach of cool product packaging compliment its ultra low prices. The combination of cool products and low prices has enabled IKEA to endure the recession even though 80% of its sales are in crisis-hit Europe.
SOURCE:“What are the Secrets to IKEA’s Success?” Tom White, tutor2U, March 01, 2011.

IKEA Takeaways

IKEA’s endurance through hard times, upward growth, and phenomenal fan base as indicated by its opt-in database, shows the company’s operational and marketing strategies are working. Here’s what it is doing right.

  • Not cutting its marketing budget (neither print, nor digitally but adding programs).
  • Building a multi-channel campaign around its print anchor – its annual catalog.
  • Diving into social media by specifically leveraging fans to bring more fans and reward them for doing so.
  • Listening intently to its customers for new opportunities.

Not caving to pressure to go public, IKEA maintained low prices by sticking to their private roots. Less red tape leaves more time for IKEA workers to go through rolls of packing tape, shipping even more furniture across the Continents.

 

Alo Uses QR Code Like a Cracker Jack’s Surprise

alo1 Alo Uses QR Code Like a Cracker Jack’s SurpriseRemember how fun it was as a kid to dig into a box of Cracker Jacks® caramel popcorn and get that treasured prize inside the box? Well history repeats itself with Alo’s Free Music in Every Bottle campaign.

Alo, makers of an aloe vera health drink, have a marketing tagline — Goodness From Inside Out ™.  I like their juice drinks and occasionally pay the premium price of $2.50 a bottle to treat my taste buds to something “pure” for a change.

Now Alo has developed a multi-channel marketing campaign to enhance the user experience by adding a QR Code® on each bottle that allows you to download an MP3 compatible song that they deem as music made for the flavor.

After downloading the song off my bottle, I received this email from the company:

Hello friend!

Goodness has arrived. Download your ALOtone track to your desktop and drag it into your iTunes. You can also take it on-the-go by syncing your iTunes with your iPhone. We think music is best enjoyed with friends, so share it with everyone and press play.

Download your free ALOtone™ here:

http://m.ALOdrink.com/mail/Optimistic_Bloom_(ALO_Enrich)_ALOtone.mp3

Always feel free to contact us or say hi at http://ALOdrink.com or http://Facebook.com/ALOdrink

Free Music in Every Bottle

Surprisingly, I believe the company has nailed this one. When I purchased a bottle of Alo Enrich, the pomegranate and cranberry flavored Alo, I was compelled to download the free music “for my mind.” The iTunes compatible song, Optimistic Bloom, was a new age bubbly rendition that really did remind me of drinking the Alo juice that contains small, round alovera pulp that bursts on your tongue when your drink the beverage.

Alo is milking its campaign for all its worth with a PR and media blitz and goes the extra mile by including marketing copy on its bottles that promote the campaign and drink-specific song.

The ALOtones are marketed as “taking you to another place combined with an enhancing mix of pomegranate, cranberry and aloe vera. Together, they’re crafted to promote positive thinking and take on free radicals with a fresh boost of musical Optimism.”

The company describes its new multi-channel marketing combination of QR Codes, packaging and song as the  “Free Music in Every Bottle” campaign. I call it pure brilliance and one of the first QR Code campaigns that makes sense, rewards the consumer with a true treat of value, and in addition to keeping them purchasing the premium drink, they probably will chat it up among their friends, fellow yogis, runners, or health nuts in their circles.

Congrats to Alo for its innovative marketing and award for the Best Functional Drink Consumer Campaign at the Beverage Innovation Functional Drinks Awards last year.

QR Code is a registered trademark of Denso Wave.

Cracker Jacks® is a registered trademark of Frito-Lay