Tuesday, September 29, 2009
In a first for a package delivery company, United Parcel Service is giving away samples from major brands to its customers. The company is piloting a program in Chicago, Dallas-Ft. Worth, Miami, Phoenix and Washington, D.C., in which people who get UPS' Direct-to-Door home delivery also get offers and samples from a roster of brands. It is expected to go nationwide in 2010.
The offers will be packaged in a custom-designed "UPS Direct-to-Door Pak" -- white with an image of a UPS delivery van -- and delivered to residents in the test ZIP codes who are receiving a small package shipment that day. Each Direct-to-Door Pak can contain approximately 12 offers and samples from UPS customers.
Brands participating in the program include Williams Sonoma, Bed Bath & Beyond, FTD.com, Pottery Barn, The Finish Line, Sephora, West Elm and Zappos.com.
A spokesperson for UPS tells Marketing Daily that about 12 brands are involved now. "We are asking brands to put in discrete offers you wouldn't get with other marketing channels," she says. Zappos.com, for instance, is giving recipients an invite to its VIP club, whose members get free shipping, among other perks.
The company is not promoting the program at this point, per the spokesperson. "Right now, there's no advertising in place, but we actually will be getting metrics from feedback and talking to customers. Like any pilot, we have to go through evaluation."
The samples will come in a separate, uniquely designed pack. The spokesperson says UPS developed the idea after doing focus-group research on direct-mail marketing that suggested people are too inundated with offers to notice them.
The focus group attendees said they would feel differently about it if a sample package were delivered by hand by a familiar person. "They trust a familiar face, the UPS driver, and they are more likely to accept something from them that's a surprise or gift."
"As marketing channels evolve and consumer choices increase, we need new touchpoints to connect with customers," said Pat Connolly, executive vice president and chief marketing officer, Williams Sonoma, in a statement. "With a UPS Direct-to-Door delivery, we're reaching an active consumer, an important factor for increased response rates."
Monday, September 28, 2009
Wednesday, September 23, 2009
Ever wonder why Christopher Cross' iconic song, Sailing, never mentioned anything about operating costs? The 80's song probably wouldn't have reached #1 had he started reeling off the costs for sails, slugs, slides, shackles and spinnaker socks. Like your local yacht dealer, the person selling you a sponsorship probably can't tell you exactly what you need (and what the cost) will be to make YOUR sponsorship work.
You pay for the opportunity to get on the water, but buying a boat doesn't guarantee you fun. Buying a sponsorship, doesn't guarantee you results, but used (activated) the right way you'll see you're expected ROI (and hopefully have some fun in the process!)
Any boat owner will tell you, you'll have to pay a lot more than the purchase price to make the most of your boat...
Monday, September 14, 2009
Interesting research from the U.K. commissioned by London agency Target Media: Of 2,000 music festival attendees surveyed, 41 percent had positive feelings toward brands that sponsored such events.
Thirty-nine percent said sponsor ads fit better with the festival experience than ads elsewhere, while only 19 percent said they were annoyed by sponsor ID at festivals. Additionally, 75 percent of attendees said they could recall beer, wine or spirits sponsors at music festivals, with 77 percent believing such adult beverages “work best” as festival sponsors.
British and European sponsors typically do a very good job at activating their presence at music festivals to ensure their brands play a role in enhancing the attendees’ experience, which I am willing to bet plays a large role in the positive feedback to this survey.
Source: Jim Andrews
Senior Vice President / Editorial Director
Thursday, September 10, 2009
Thursday, September 3, 2009
When there were old-school parking meters in New York, quarters were precious.
One day, I'm walking down the street and a guy comes up to me and says, "Do you have a dollar for four quarters?" He held out his hand with four quarters in it.
Curious, I engaged with him. I took out a dollar bill and took the four quarters.
Then he turned to me and said, "can you spare a quarter?"
What a fascinating interaction.
First, he engaged me. A fair trade, one that perhaps even benefited me, not him.
Now, we have a relationship. Now, he knows I have a quarter (in my hand, even). So his next request is much more difficult to turn down. If he had just walked up to me and said, "can you spare a quarter," he would have been invisible.
Too often, we close the sale before we even open it.
Interact first, sell second.