Tuesday, May 4, 2010
TEXT MESSAGE COUPONS
KFC campaign sees 13 percent in-store mobile coupon redemption
May 4, 2010
KFC added 6,000 subscribers to its mobile loyalty program and saw a 13 percent redemption rate for coupons sent to the list over a one-month period.
The database and coupons were part of the fast-food giant’s “Relief Plan” campaign, which was comprised of four distinct weekly offers. KFC saw a significant bump in participation when traditional media outlets were engaged to get the message out – including an email blast to a group of existing subscribers.
“J&A was looking for a way to make KFC’s message more integrated with consumers and increase traffic via exceptional coupon offers,” said Jarrett Klein, national sales manager at Cellit Marketing, Phoenix. “The mobile platform accomplished just that, and brought more dimension to KFC’s overall media mix.”
J&A Integrated Thinking is a full-service agency that has worked with KFC for more than 40 years, providing local marketing services and media planning and buying for 50 markets and approximately 1,500 retail units.
During the campaign, the average store redemption was 13 percent. A whopping 14,000 coupons were sent during the one-month promotion.
A follow-up survey identified which offers consumers preferred over others, enabling J&A and KFC to better hone content going forward. Forty-five percent of the database participated in the survey.
Here are some screen grabs of traditional media promotiong the mobile program:
Method for success
Upon J&A's creation of the Relief Plan, KFC used Cellit’s technology to collect information from participants that would allow segmentation and targeting of users in future mobile campaigns.
Each week, the KFC team at J&A sent out a different mobile offer to the database, rotating through a buy-one-get-one free offer, a percentage-off discount offer and an offer of a completely free lower-value item such as a small drink.
The mobile club was promoted in-store, online and in other traditional media.
KFC stores could track the popularity of the individual offers, as well as specific traffic patterns by store throughout the promotion.
To understand consumer preferences, Cellit designed a post-promotion mobile survey that was sent to all mobile members who participated in the KFC Relief Plan program.
Why mobile?
J&A sought an opportunity to introduce mobile to its KFC clients and test the effectiveness of the medium on KFC’s target audience.
Due to a highly competitive fast-food landscape where the customer is faced with nearly unlimited choices, it was critical that KFC present compelling and competitive offers that break through the quick-service-restaurant clutter and motivate the consumer to action.
Mobile is really changing the fast-food business, according to Neil Strother, practice director at ABI Reseach, Oyster Bay, NY.
"Fast-food restaurants have been leveraging mobile in several ways: for discovery of nearby locations, coupons and for enabling mobile ordering and purchase," Mr. Strother said.
"Mobile is a good fit for these chains, especially the forward-thinking ones that seek to gain an advantage in a highly-competitive market by providing new tools for on-the-go customers," he said.
Senior Editor Giselle Tsirulnik covers advertising, messaging, legal/privacy and database/CRM. Reach her at giselle@mobilemarketer.com.
Wednesday, March 10, 2010
Unemployment Hurts Business !!!!
Virginia businesses were in for a shock when the Virginia Employment Commission mailed rate notices for the 2010 tax year. Established businesses with no claims against them in recent history saw their rate more than triple, increasing from .18% to .58% of their employees' first $8,000 of income. Most employers understand that unemployment claims related to employees they have terminated without cause will increase their rates, but what's driving the change for businesses without claims? And, how long will it last?
When Virginia's pool of funds to pay unemployment benefits falls below 50% of the balance it's required to maintain by law, a "fund building charge" is assessed. That added .2% to the base rate for 2010.
Each year, to the base rate of .1%, the VEC adds a "pool charge" which is "added to compensate for unemployment benefits paid that cannot be assigned to any specific employer." Bankrupt and out-of-business employers would fit that bill. In 2009, the pool charge was .08%. In 2010, it increased to .28%.
Two factors contributed to the depletion of the unemployment compensation funds in Virginia. First was simply the prolonged recession and its attendant business failures and unemployment. Secondly, Virginia accepted Federal stimulus funds, the terms of which dictated expanded unemployment benefits. Eligible recipients are now receiving larger benefits for longer periods of time. Another dictate of accepting stimulus funds was that these enhancements become permanent. So these higher rates may stay with us for a very long time!
Thursday, June 25, 2009
Chronic Illnesses Help
Wow I came across this group called PSI that looks just fabulous. They have a very informative website with information that is beneficial to anyone with questions. There are some really good links as well for information from agencies.
So check out www.uneedpsi.org a great non-profit company that help's people who live with certain chronic illnesses or conditions locate suitable health insurance coverage and access ways to satisfy expensive co-payments.
Here is a salute to them!
Tuesday, June 16, 2009
Easy Steps to Plan for Your Golden Years
- Start Saving Early
- Avoid & Reduce Debt
- Set up an Automatic Investing Program
- Make Sure You're Diversified
- Keep a Long-Term Focus
Saving for Your Nest Egg
What are you doing for Retirement?
Retirement planning has changed over the years, up until the 1970's most Americans worked for companies that provided pension plans. These were guaranteed and funded completely by the employers.
Now there are very few pension plans and the responsibility for retirement planning has shifted from the employers over to the individuals themselves. With legislative help came rise to the Individual Retirement Arrangements such as IRA and 401(k) plans.
With the uncertainty of social security as a reliable source of income in the future. If you want to ensure a financially comfortable retirement, you have to plan for it yourself, whether you work for an employer or are self-employed.
6 out of 10 people say they will have enough money to retire comfortably, though research from the Employee Benefits Research Institute shows 50% of all workers today half less than $50,000 saved for retirement.
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