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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