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Presentation by Rick Merten of Permission communications, at the 2011 affili@syd conference in Sydney, June 22nd.
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June 2011
Ingham Enterprises
Summary
OverviewIngham EnterprisesDigital MarketingTimeline
PromotionsMr. Executive PerksMaster Your KitchenDinner with FriendsEpicook
Insights & ResultsWorking with affiliatesAnnual benchmark
Our mission is to build valuable and sustainable B2B & B2C relationships by discovering the triggers that unlock greater levels of permission.
Unlock the power of Permission
Customer
Prospect
Visitor
Suspect
Perm
issio
n L
evel
Relationship Knowledge & Value
Fan
Ambassador
Advocate
Aware
Interact
Desire
Like
Love
Adore
Ingham Enterprises
Ingham Enterprises producers of chicken and turkey products.
Presence in both the fresh and frozen sections of
supermarkets
Permission manage two “club” or database programs:
Club Ingham and Today’s Turkey.
www.inghams.com.au
Digital & database marketing
Objective: To build a database of primary grocery buyers.The target is 10% of Australian homes.
Strategy: Develop a series of digital acquisition promotionsLeverage the existing database by encouraging membersto invite their family and friends to registerAccess new and active online users through affiliate networks.
DB Acquisition
Club Inghams
Turkey
BenchmarkBenchmark
Benchmark
High value segmentatio
n
Product trial
Local area marketing
Database Acquisition and Measurement
Executive Perks
Master Your
Kitchen
Dinner with
Friends
Epicook
2009 2010 2011
Benchmar
k Benchmar
k Benchmar
k
2012
4 Waves of acquisition promotionsMr Inghams Executive PerksMaster your KitchenDinner with FriendsEpicook
Annual Benchmark surveys
Mr. Executive Perks
Register and share for your chance to ‘Live like the King of Poultry’
6 week promotion30,000 registrations
50% from affiliates50% from referral
Prize value - $10,000
Master Your Kitchen
Select the ingredients and be judged on your dishRun in Australia and New ZealandPrizes - $3,000 retail voucher and 50 Cookbooks
New Zealand1 month6,287 registrations799 referrals
Dinner with Friends
Invite your friends and family to a dinner party6 week promotion19.5% of referral emails resulted in a registrationPrize – Dinner for up to 10 people at the winners home prepared by a Chef
Epicook
Share, comment and vote on tips for meal time success6 month promotion28,977 registrations to dateOn average 3.5min on the siteShare with friends via Facebookand Twitter Prize value - $16,000 worth of vouchers
Insights
Working with affiliates
BenefitsReachNo need to factor in wastageGuaranteed ROI
ChallengesPromotionally driven membersRetentionList overlapControl over media placement
Club InghamOpen rate = 33%CTR = 10%
Today’s TurkeyOpen rate = 31%CTR = 7%
Year on Year Benchmark Results
Purchase - I sometimes buy Ingham’s chicken or turkey as a result of reading the newsletter – strongly agree increased from 19% to 26%
Today’s Turkey website - visits increased once a month from 42% to 46% and increased for once every 2-4 weeks from 25% to 28%
Club Ingham website - visits increased once a month from 34% to 43% And increased for once every 2-4 weeks from 19% to 28%
Thank you & Questions
Rick Merten rick.merten@permission.com.au (02) 8024 5401 www.permission.com.au
Twitter: @rickmerten or @permission_syd LinkedIn: http://au.linkedin.com/pub/rick-merten
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