Customer interaction news from May 2011

Football sponsorship may boost customer marketing move

Beer maker Budweiser may bolster its customer marketing strategy through a new deal with England's Football Association (FA) to sponsor the FA Cup.

The tournament, which is the oldest soccer competition in the world, has been sponsored by energy firm E.on, but this deal is not being renewed, meaning a new backer is required.

It will bring in £8 million a year for the FA, but the sport's governing body will reportedly have to compensate Danish brewer Carling, which has a second-tier sponsorship deal with the tournament.

Pizza hut salad move may help with customer retention

Pizza Hut has embarked on a move that may be part of a customer retention strategy by offering unlimited salad at its restaurants.

The company is making the offer to those buying a core meal at its outlets, which may help improve its reputation in terms of the healthiness of its food.

And customer value as well as health is at the heart of the offer, according to the firm's chief executive Jens Hofma.

He said: "Our free unlimited salad offer is a win for everyone - not only are we giving our millions of customers the value they want, but we're also encou





Event trigger marketing may boost Olympic merchandise

Event trigger marketing may offer a boost for 2012 Olympic merchandise and the products of its sponsors as the games approach, with the traditional procession of the torch offering the chance for such occasions.

The profile of the Games will be raised across the country in the lead-up to the event as the procession of the iconic flame takes place, the first details of which have been unveiled today (May 18th).

Cornwall will be the first place to see the route as Lands End stages the opening procession on May 19th next year.

Customer marketing challenge may be hard as retailers 'face more tough times'

The UK retail sector is likely to go on facing difficult conditions in the near future, an expert has said.

British Retail Consortium spokesman Richard Dodd remarked: "In April we had a boost from the good weather and from bank holidays but the underlying picture for customers - and therefore for retailers - are people are nervous about their major spending commitments."

He said consumers are concerned about three main issues - the economy as a whole, their personal job prospects and their financial futures.

Such conditions may make marketing a tough challe





East Coast rail to launch customer marketing campaign

East Coast rail is to launch a new customer marketing campaign to publicise its updated timetable and what it states in as improved onboard service.

The multi channel marketing campaign will feature broadcast media, outdoor and digital, with the first televised item being released on May 22nd, Marketing Magazine reports.

It will use the strapline "Welcome to East Coast" and feature the familiar face of impressionist Rory Bremner, who will be enjoying some of the enhanced customer service as he takes a ride back to his home town of Edinburgh.

The campaign wa





Customer loyalty 'lends supermarkets advantage'

An expert has claimed that customer loyalty schemes and intimate knowledge of shoppers' preferences can lend supermarkets a key advantage in entering specialist markets and seizing a sizeable share of the market.

Money Marketing reports that Deloitte head of retail banking Neil Tomlinson told delegates at last week's BSA conference in Birmingham that large chains held information ranging from an individual's chosen cigarette brand to their regular alcohol intake.

"If you think about supermarket loyalty cards, the distribution, the convenience of where the sto



Waitrose to focus on British food in customer loyalty bid

Waitrose is seeking to exploit the notion that one of the strongest forms of customer loyalty is patriotism, as it sets about a new marketing campaign focusing on UK foods.

Starting tonight (May 13th) with a broadcast media message, the company will be emphasising its commitment to national produce, featuring one of Britain's top celebrity chefs, Heston Blumenthal.

It involves visiting an asparagus farm in West Sussex, while Delia Smith will also be involved, featuring rhubarb, radishes and watercress.

Mr Blumenthal's asparagus egg dippers will be shown in th





Drinks maker in new event trigger marketing campaign

Robinson's is starting a new event trigger marketing campaign as Wimbledon approaches.

The cordial - which is owned by Britvic - sponsors the famous grand slam event in south London and is using this year's event as a platform for an on-pack promotion, Marketing Magazine reports.

A multi channel marketing campaign based in stores, on the packs and through bespoke retailer activity, aimed at offering the chance to win a "Street Tennis Kit" and encouraging families to play the sport.

The kit includes a sports bag, a net, two adult rackets and two for





Coca-cola in new retro customer marketing move

Customer lifetime value may be among the virtues Coca-cola is seeking to project in the latest retro campaign move.

The drinks maker has been engaged in a series of multi channel marketing initiatives based on its long history to mark 125 years of producing the product, including montages of old broadcast media messages and old-fashioned billboard ads.

It has produced limited edition versions of its original glass bottle, known as the Hutchinson, with these set to be sold through Selfridges stores in London, Birmingham and Manchester's Trafford Centre.

The item p





Virgin in new customer care initiative

Virgin Holidays has issued a new manifesto for its Rockstar service, which aims to offer such a high level of customer care that travellers can undertake their trips in a worry-free frame of mind.

The service is aimed at providing a high level of comfort and making the traveller feel they are being treated like a VIP, with the aim being to offer a level of customer service that will boost market share for the firm in a market seeing difficult times as the economy struggles.

Speaking to Marketing Magazine, the marketing director of Virgin Holidays Andrew Shelton said the multi



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