Cerebos Gregg's
More sauce: Cerebos Gregg’s improves sales and cut marketing costs with CONTACT.
Cerebos Gregg's, one of the largest consumer food manufacturers
in Australasia, has achieved improved sales success from its
marketing campaigns thanks to a Datasquirt software solution that
is helping the company reach out and engage its customers.
More successful than the traditional marketing methods used by
Cerebos Gregg's in the past, CONTACT™ - a solution that provides
multi-channel communication using text messaging, email and fax
communication channels from a single, blended software application
- has given the company the inhouse capability to manage
promotional activity and a rich amount of consumer feedback for
less cost than traditional campaign techniques.
Cerebos Gregg's promotional campaigns had two major aims. By
offering the opportunity to win a prize to anyone who buys one of
the products on promotion it hoped to increase sales of the product
and attract new customers. It also wanted to gather information
about consumers in order to expand its customer database, so that
the customers who agree may be approached again with promotional
offers and other marketing initiatives.
Text as preferred channel
In the past this process was carried out through a variety of
direct marketing techniques, including inviting customers to send
their entries in by post and having a representative at the
point-of-sale asking for their details. Now, thanks to the
Datasquirt solution, Cerebos Gregg's simply uses text messaging as
its preferred channel of communication for promotion.
The company estimates it achieved a return on its investment
after only six campaigns, all rolled out within a two-month
timeframe.
When a customer buys one of its promoted products, rather than
having to fill in forms to win the prize, they simply text-in the
unique code found on the product packaging. After entering the
competition the customer is then automatically offered the
opportunity via text to opt in to participate in further promotions
and special offers.
The CONTACT solution has given the Cerebos Gregg's marketing
team the ability to quickly create and implement its own
promotional campaigns and competitions using the CONTACT
Competition & Campaign Manager™ module (CCM). And it has
gained greater control of the promotional process by moving the
communications arising from its promotions inhouse. Now its own
internal contact centre is responsible for designing the campaign
brief and deploying it to the retail environment, resulting in a
significantly reduced lead time to get promotions underway.
To date, several promotional campaigns have been run for Cerebos
Gregg's, including competitions involving Gregg's well-known coffee
brands. The company estimates it achieved a return on its
investment after only six campaigns, all rolled out within a
two-month timeframe.
Key solution features/benefits
- Promotional and marketing activities are now much more
streamlined as promotions are designed in-house and responsibility
for the deployment into the retail environment remains with the
company
- Financial benefits are accruing as fewer competitions and
promotions need to be outsourced, reducing spend on external
agencies for marketing activities
- The innovation and convenience of SMS has resulted in a higher
customer participation rates for promotions
- A third of competition entrants were happy for the company to
keep their personal information on file for a further promotion
when contacted by SMS.
About Cerebos Gregg's
Cerebos Australia and New Zealand is a successful and innovative
sauce, spice and coffee manufacturing organisation and is part of
Singapore-based Cerebos Pacific Limited. Its brands have been part
of people's lives in Australia and New Zealand for generations. It
has built and sustained customer loyalty by anticipating
opportunities to meet their changing tastes and needs. And because
Cerebos Gregg's develops and manufactures its own products, it is
well placed to continue leading innovations in food and coffee. For
more information please visit http://www.cerebos.co.nz/
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