John Lewis, director of segment marketing for Scotts, says the company worked with Anthem Marketing Solutions to identify customers who were likely to cancel their lawn service during the summer. "Our attrition model takes into account historic cancel data to assign a likelihood of cancellation along with a predicted timing of cancel," he adds.
Customers in that segment received a direct mailer that offered them a $25 Restaurant.com reward if they registered with Scotts online or a $50 card if they registered and signed up for automatic payments. Those who did got a gift card in the mail or an e-mail with a code that could be redeemed at more than 12,000 restaurants nationwide.
"Most of our customers who took advantage of the opportunity simply redeemed the card and enjoyed dinner on us," Lewis says, "but the few who we did hear from told us that they were surprised to receive this type of offer from their lawn-service provider and were delighted to receive this extra benefit for no additional cost."
Scotts had hoped the promotion would increase retention 5% over their control group, but the program resulted in a whopping 26% increase versus the control. "This promotion far exceeded our expectations from a results standpoint," Lewis says. "We plan to initiate similar programs in the future."
Friday, November 13, 2009
At a nearby GNC location, by Bryant Park, live models posed as mannequins in the storefront window. As part of its "From Cute to Catwalk" live window takeover, Muscle Milk's seemingly plastic women posed while brand ambassadors handed out free samples to the public.
The brand then armed 20 key influencers with a Muscle Milk Fashion Week survival pack. It consisted of a Nike sports bag with Muscle Milk Light, Muscle Milk branded lip gloss, a $100 Nike gift card and a Muscle Milk shirt.
All of these efforts were aimed at keeping busy models, designers, celebrities and members of the media fueled during Fashion Week, via CytoSport Inc.'s ready-to-drink protein-enhanced beverage. Samples were handed out at five key locations, including salon venues, the IMG Fashion Lounge and the Lu Biscuit Cafe.
The campaign is part of the brand's commitment to the promotion of a healthy image and active lifestyle. "Promotional items allow us to relay our messages to targeted consumer groups. For example, at New York Fashion Week our shirts read, 'Ready to Wear, Ready to Drink,' speaking about our Muscle Milk Ready-to-Drink Nutritional Shake, which is perfect for on-the-go fashionistas," says Shane McCassy, lifestyle marketing manager for CytoSport.
Using Twitter, travelers were asked to make a post with the hashtag #roadtripjones and include their destination or itinerary. Photos and videos could then be uploaded at www.jonessoda.com/gallery and hashtagged through Twitter, Facebook, Flickr and YouTube.
Ten winners received one of 10 Griffin iTrip AutoPilots, and 10 photos from their journeys were selected to appear on Jones Soda bottles internationally. The grand prize winner also received a $500 shopping spree at www.griffintechnology.com. The promotion wrapped up on August 28.
During the summer, the Jones Soda RV hit various locations during a 10,000-mile journey throughout the country, tweeting all the way (@Jones_Soda_RV). Consumers who caught up with the RV or stopped by the soda company's national headquarters received bumper stickers and coupons.
Jones Soda has a long history of giving out branded items and will continue to do so, says Josh Groff, brand manager for Jones Soda. "It is a badge of identity for people who wear and use gear branded with the Jones Soda logo – it's how they distinguish themselves from the crowd," Groff says.
The brand, which has a partnership with the Seattle Seahawks, gave away T-shirts before the NFL team's home opener last year. This year it gave out schedule posters. "By making these personal connections with our fans, they each become brand ambassadors," says Groff. "It is an efficient way for Jones Soda to expand awareness, and it is extremely effective because it is done in a viral and genuine way."
Original T-shirt designs that offered messages of hope, love and support were entered to win a weekly $100 Hanes gift card in mid-August. Twelve finalists' designs will be featured at www.hanespink.com between November 11 and November 25. The grand prize winner will be announced on December 7; the grand prize is a $250 gift card and a T-shirt with a screen print of the winning design.
Entrants were invited to use the Web site's graphics tools to create their own design. Each week the first 30 people who participated received a free shirt from actress Sarah Chalke, best known from the TV series Scrubs. (She got into the act by creating her own design, which was also for sale.)
The competition was created to launch Hanes' Pink Collection, as well as to raise awareness and support for Susan G. Komen for the Cure. The Pink Collection line of bras, panties, socks and shirts was available at select stores and at www.hanespink.com.
Hanes announced earlier this year that it had donated a quarter of a million dollars to Susan G. Komen for the Cure. It became the official apparel sponsor of Passionately Pink for the Cure. Hanes will make a $5,000 donation in the shirt design winner's name to a local affiliate or the Susan G. Komen global headquarters.
Chalke said in a statement that she was excited to be "a part of an amazingly dedicated network. Awareness is the best prevention, and this program encourages people across the country to join the fight against breast cancer in a truly meaningful way."