Monday, January 21, 2008
Case Study: Chicken of the Sea sells Tuna with Video
Situation:
Chicken of the Sea's Food Service division regularly exhibits at the School Nutrition Association Annual National Conference. This is where the lunchroom ladies search out what is new and interesting for school cafeterias. The conference draws about 4,000 attendees, who shop for goods and services among an estimated 400 exhibitors.
Chicken of the Sea is focused on providing a variety of nutritious products. In today's increasingly health conscious world, seafood remains one of the healthiest menu options. Chicken of the Sea needed to break through the conference clutter in order to launch a new line of single serving lunch-time products.
Performance Communications Group (PCG) suggested Chicken of the Sea use their patent-pending, turnkey Internet Secured Application Technology (ISAT) application created specifically for lead generation at live events.
Solution:
PCG provides sales and marketing solutions using their ISAT platform. ISAT sites are designed to support multimedia and direct response in a secured environment. ISAT sites also are used for remote content distribution with centralized control and viral tools to increase website traffic and awareness.
PCG proposed using the ISAT Video Postcard program at the conference as a means to draw booth traffic, increase visitor brand interaction and provide post-conference marketing. The ISAT Video Postcard program allows exhibit visitors to record a video and email that video to friends and colleagues. To increase brand awareness, PCG suggested Chicken of the Sea booth visitors sing the famous company jingle: "Ask any mermaid you happen to see: What's the best tuna? Chicken of the Sea!" The karaoke style performances were recorded by the ISAT Video Postcard in a style that actually placed the singer's head inside an image of the Chicken of the Sea mermaid. PCG then created a post-conference contest in which website visitors voted for the best jingle singers.
In an effort to raise pre-conference awareness, PCG produced a video email that was sent to 7,500 industry contacts, including the 4,000 conference attendees. This pre-conference email also was used after the conference to promote the contest.
Results:
The results of the Chicken of the Sea video postcard were well above expectations. Traffic at the tradeshow booth was up 15 percent compared to the previous year and 150 video postcards were created. In all, 2,700 video minutes were viewed, generating about 15 minutes of brand interaction per postcard.
Additionally, Chicken of the Sea projected about $200,000 of initial new orders due to the promotion. Chicken of the Sea was so satisfied with the results of the campaign, they have increased their 2008 exhibit space by 35 percent.
Chicken of the Sea's Food Service division regularly exhibits at the School Nutrition Association Annual National Conference. This is where the lunchroom ladies search out what is new and interesting for school cafeterias. The conference draws about 4,000 attendees, who shop for goods and services among an estimated 400 exhibitors.
Chicken of the Sea is focused on providing a variety of nutritious products. In today's increasingly health conscious world, seafood remains one of the healthiest menu options. Chicken of the Sea needed to break through the conference clutter in order to launch a new line of single serving lunch-time products.
Performance Communications Group (PCG) suggested Chicken of the Sea use their patent-pending, turnkey Internet Secured Application Technology (ISAT) application created specifically for lead generation at live events.
Solution:
PCG provides sales and marketing solutions using their ISAT platform. ISAT sites are designed to support multimedia and direct response in a secured environment. ISAT sites also are used for remote content distribution with centralized control and viral tools to increase website traffic and awareness.
PCG proposed using the ISAT Video Postcard program at the conference as a means to draw booth traffic, increase visitor brand interaction and provide post-conference marketing. The ISAT Video Postcard program allows exhibit visitors to record a video and email that video to friends and colleagues. To increase brand awareness, PCG suggested Chicken of the Sea booth visitors sing the famous company jingle: "Ask any mermaid you happen to see: What's the best tuna? Chicken of the Sea!" The karaoke style performances were recorded by the ISAT Video Postcard in a style that actually placed the singer's head inside an image of the Chicken of the Sea mermaid. PCG then created a post-conference contest in which website visitors voted for the best jingle singers.
In an effort to raise pre-conference awareness, PCG produced a video email that was sent to 7,500 industry contacts, including the 4,000 conference attendees. This pre-conference email also was used after the conference to promote the contest.
Results:
The results of the Chicken of the Sea video postcard were well above expectations. Traffic at the tradeshow booth was up 15 percent compared to the previous year and 150 video postcards were created. In all, 2,700 video minutes were viewed, generating about 15 minutes of brand interaction per postcard.
Additionally, Chicken of the Sea projected about $200,000 of initial new orders due to the promotion. Chicken of the Sea was so satisfied with the results of the campaign, they have increased their 2008 exhibit space by 35 percent.
Labels: advertising 2.0, banners, Chicago, email 2.0, Internet Secured Application Technology, ISAT, Marketing, multimedia, online advertising, PCG, Performance Communications Group, Podcasts, video
Thursday, January 10, 2008
Web 2.0 e-commerce technology will become mainstream in 2008, study says
As printed by Internet Retailer
Single-purpose marketing applications, such as widgets and rich media, and other Web 2.0 technology will become increasingly popular e-commerce tools in 2008, according to Performance Communications Group.
“The advertising 2.0 experimentation of the last few years has evolved into solid long-term solutions for e-marketers,” says Scott Madlener, PCG’s executive vice president of interactive marketing.
Among PCG’s predictions for 2008:
1. Banner ads that incorporate more intelligence, better multimedia, and secure data capture will help advertisers better manage campaigns.
2. Online advertising will evolve into social advertising in which social network members promote products.
3. Single-purpose marketing applications, such as widgets, will offer marketers branding opportunities and create customer interactivity and loyalty.
4. Podcasts and other “new media” content will become mainstream, ushered in by the new era of mobile devices, such as the iPhone.
5. Indirect distribution will dominate video consumption as more companies utilize RSS and video web services.
PCG is a Chicago-based interactive marketing agency and online media expert.
Single-purpose marketing applications, such as widgets and rich media, and other Web 2.0 technology will become increasingly popular e-commerce tools in 2008, according to Performance Communications Group.
“The advertising 2.0 experimentation of the last few years has evolved into solid long-term solutions for e-marketers,” says Scott Madlener, PCG’s executive vice president of interactive marketing.
Among PCG’s predictions for 2008:
1. Banner ads that incorporate more intelligence, better multimedia, and secure data capture will help advertisers better manage campaigns.
2. Online advertising will evolve into social advertising in which social network members promote products.
3. Single-purpose marketing applications, such as widgets, will offer marketers branding opportunities and create customer interactivity and loyalty.
4. Podcasts and other “new media” content will become mainstream, ushered in by the new era of mobile devices, such as the iPhone.
5. Indirect distribution will dominate video consumption as more companies utilize RSS and video web services.
PCG is a Chicago-based interactive marketing agency and online media expert.
Labels: advertising 2.0, banners, Chicago, email 2.0, Internet Secured Application Technology, ISAT, Marketing, multimedia, online advertising, PCG, Performance Communications Group, Podcasts, video
Friday, January 04, 2008
Five predictions for the e-marketing space in 2008
As printed by The Wise Marketer
Online advertisers are being told that their market is set to expand significantly in 2008 as new tools and methods are developed to help make the technique more measurable and effective, according to interactive marketing agency Performance Communications Group (PCG).
The company reports that the so-called 'Advertising 2.0' experimentation of the past year or two has evolved into solid long-term solutions for e-marketers. smadlener This article is copyright 2008 TheWiseMarketer.com).
Five e-marketing predictions
The company's executive vice president of interactive marketing, Scott Madlener, has predicted five e-marketing trends for 2008:
Intelligent banner ads will address the problems of poor campaign management. Media buyers who demand more control and disclosure about where, when and why their budgets are being spent will look to a new generation of banner ads that incorporate more intelligence, better multimedia, and more secure data capture. Media companies and ad networks will therefore be forced to mature their offerings to provide more value to both the advertiser and user alike.
Online advertising will evolve into "social advertising". Facebook is leading the charge in what could be the next evolution of online advertising. By uniting advertisers with social network members, Facebook has created a system in which the members themselves promote the products, not the suppliers. Word-of-mouth advertising - traditionally the best form of advertising because it involves personal recommendations - is difficult to predict, but with access to thousands of network members, scaling up may no longer be a problem and may instead prove to be difficult to contain.
Single purpose marketing applications will become increasingly possible. 2008 may well be the year of the "widget" for advertisers. Core operating systems and hardware have matured in 2007, enabling developers to create single purpose mini-applications (such as toolbars, widgets and rich media applications) that offer marketers new branding opportunities and that build customer engagement, interaction, and loyalty.
Podcasts and other content will become mainstream. The iPhone and other mobile platforms have ushered in a new era of mobile devices. While iPods and other mobile media players have been around for many years, 2008 may finally provide the necessary economic scale for content providers. In addition to ring tones, Podcasts, and other new media, content solutions should become mainstream in 2008.
Indirect distribution will dominate video consumption. Video has been a hot topic during 2007 with iTunes and YouTube dominating the direct video distribution market. However, as more companies start to use RSS and video web services, these forms of indirect video distribution (e.g. podcasts, YouTube's web service for iPhone and AppleTV, as well as private supply channel video feeds for B2B communications) may now become the dominant means of online video distribution and consumption.
More Info:
http://www.epcg.net
Online advertisers are being told that their market is set to expand significantly in 2008 as new tools and methods are developed to help make the technique more measurable and effective, according to interactive marketing agency Performance Communications Group (PCG).
The company reports that the so-called 'Advertising 2.0' experimentation of the past year or two has evolved into solid long-term solutions for e-marketers. smadlener This article is copyright 2008 TheWiseMarketer.com).
Five e-marketing predictions
The company's executive vice president of interactive marketing, Scott Madlener, has predicted five e-marketing trends for 2008:
Intelligent banner ads will address the problems of poor campaign management. Media buyers who demand more control and disclosure about where, when and why their budgets are being spent will look to a new generation of banner ads that incorporate more intelligence, better multimedia, and more secure data capture. Media companies and ad networks will therefore be forced to mature their offerings to provide more value to both the advertiser and user alike.
Online advertising will evolve into "social advertising". Facebook is leading the charge in what could be the next evolution of online advertising. By uniting advertisers with social network members, Facebook has created a system in which the members themselves promote the products, not the suppliers. Word-of-mouth advertising - traditionally the best form of advertising because it involves personal recommendations - is difficult to predict, but with access to thousands of network members, scaling up may no longer be a problem and may instead prove to be difficult to contain.
Single purpose marketing applications will become increasingly possible. 2008 may well be the year of the "widget" for advertisers. Core operating systems and hardware have matured in 2007, enabling developers to create single purpose mini-applications (such as toolbars, widgets and rich media applications) that offer marketers new branding opportunities and that build customer engagement, interaction, and loyalty.
Podcasts and other content will become mainstream. The iPhone and other mobile platforms have ushered in a new era of mobile devices. While iPods and other mobile media players have been around for many years, 2008 may finally provide the necessary economic scale for content providers. In addition to ring tones, Podcasts, and other new media, content solutions should become mainstream in 2008.
Indirect distribution will dominate video consumption. Video has been a hot topic during 2007 with iTunes and YouTube dominating the direct video distribution market. However, as more companies start to use RSS and video web services, these forms of indirect video distribution (e.g. podcasts, YouTube's web service for iPhone and AppleTV, as well as private supply channel video feeds for B2B communications) may now become the dominant means of online video distribution and consumption.
More Info:
http://www.epcg.net
Labels: advertising 2.0, banners, Chicago, email 2.0, Internet Secured Application Technology, ISAT, Marketing, multimedia, online advertising, PCG, Performance Communications Group, Podcasts, video
