Customer interaction news from April 2011

Multi channel marketing campaign to bolster new drink

Alcopops brand WKD is using a multi channel marketing campaign to promote its new limited edition Vodka Purple drink.

The mixed berry flavour beverage is being marketed via broadcast media, the printed press and outdoor advertising.

It will be launched with the simple strapline: "It's new. It's WKD. It's purple" and joins the current varieties available in orange (Iron Bru), red and blue.

Multi channel marketing push in AV referendum

A campaign group wanting to retain Britain's current first-past-the post system used in local and general elections is to launch a major multi channel marketing drive in the final days before the public gives its verdict on May 5th.

The no to AV campaign is to use digital and guerrilla marketing measures, Marketing Magazine reports.

It is opposed to a switch to the alternative vote (AV) system, in which seats where no candidate gets a majority on the first ballot are settled by redistributing the second-preference votes of the supporters of the weakest candidates.





Tesco abandons customer value promotion

Tesco has ended a promotion aimed at providing extra value to customers after the exploitation of it by canny shoppers caused it to backfire.

It launched Price Check earlier this year in a bid to avoid high levels of customer defection to rival retailer Asda.

Tesco set up the scheme in a bid to show it was cheaper than Asda, stating that those who could get a basket of goods at the other store for less would get the difference in price plus double the difference of the cost at a Tesco store.

Customer service 'a key element of success'

A team building and team development training specialist firm has explained how it has managed to gear itself up for success in a tough business environment.

Bluehat UK recently confirmed its first annual profits in two years and moved offices from Slough to London.

Managing director Tim Shepley said the quality of what the company can offer has been key to this improvement.

He stated: "Our success basically comes down to our heightened levels of customer service and product offering during the recession."

And giving customer value is a good way of







End of customer marketing campaign leads to sales drop

Premier Foods has revealed a brand subjected to a substantial customer marketing campaign last year has seen a large drop-off in sales this year after the promotion ended.

In a trading statement for the opening quarter of 2011, the firm said its "drive" brands all grew bar one, noting: "Lloyd Grossman and Ambrosia sales were down owing to

Jolie link in customer marketing move

Actress Angelina Jolie has been recruited to be the new face of fashion label Luis Vuitton.

The £6 million deal will help with the firm's customer marketing campaign, which will run over the summer in the print media sector, featuring a range of images of the film star wearing products from the luxury brand.

Such a move suggests the campaign management strategy of the firm has not changed, as the brand has previously used other well-known females in their campaigns, rather than models who are not so well known in their own right.

Anderson heads up Slazenger customer marketing drive

Sports goods manufacturer Slazenger has signed a sponsorship deal with England cricketer James Anderson that will help boost its summer marketing drive.

The Lancastrian fast bowler has been signed up as the brand plans a multi-channel marketing campaign that will utilise both print and outdoor mediums, Marketing Magazine reports.

Slazenger has a long-running association with cricket but may regard this as a particular coup as Anderson jumped ship from Mongoose, with the bowler being one of the key members of the team who recently secured the first English series victory in Au



Customer marketing campaign lands Ann Summers in trouble

Lingerie store Ann Summers has had to abandon a customer marketing campaign amid a threat of legal action form Marks & Spencer (M&S).

It has sought to achieve marketing optimization through the use of a parody on the M&S meal deal offer.

Ann Summers offered a "squeal deal", through which involved reversing the M&S motif to S&M and offering three saucy items for £29.

It also featured a naked bottom covered in chocolate, in place of the strawberry seen in broadcast marketing by M&S.

However, the high street retailer took







Brewer in 'No nonsense' event trigger marketing

Beer brand John Smiths is using event trigger marketing to draw attention to its "No nonsense" slogan as the royal wedding approaches.

The firm is eschewing the style of other firms seeking to capitalise on the event in their marketing campaign as it has brought out a simple paper plate featuring two hands with thumbs up and small crowns on them.

It has the date of the wedding at the bottom and the words "Ta for the extra day off" in the middle.

Parent company Heineken UK has produced these as limited edition items, which drinkers can get when the





Marketing campaigns may be boosted by rugby sponsorship deal

Firms wanting to boost their marketing campaigns through a sports sponsorship deal may be interested in a vacancy that has arisen

Insurer Engage Mutual has chosen to end its sponsorship of Rugby League's top flight competition, Super League.

It will terminate its link at the end of the current season, leaving the Rugby Football League (RFL) seeking new backers, although the organisation has said it is already speaking with interested parties.

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