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
