Customer retention news from August 2010

Brand engagement success for new Peperami marketing campaign?

Posted 17 August 2010 - 5:00pm

Brand engagement may be the central focus of a new marketing campaign for snack food Peperami, which ran a contest asking consumers to come up with an idea for the promotional drive.

Known as crowd sourcing, the technique used the website Ideabounty.com and received almost 1,200 competition entrants, with the winner forming the promotion's central theme.

The strategy may have improved brand engagement in a number of ways, as it evolved through several stages and the end result is due to be released on August 23rd.

Firstly, requesting ideas from the public might h





Online customer complaints 'directed at Apple'

Posted 5 August 2010 - 11:00am

Customer complaints via the online forum Twitter are more often directed at electronics company Apple than any other brand, new research has revealed.

Social media analyst Brandwatch found the global giant is most commonly associated with the descriptor '#fail', as consumers criticize products they have bought or respond to publicity and news stories relating to the company, reports Marketing Magazine.

Recently embroiled in a difficult customer relations situation as it sought to deny rumours of operating problems with the new iPhone 4, Apple may be experiencing a high volume



Digital promotion planned as Ocado hires new marketing boss

Posted 2 August 2010 - 4:00pm

Digital marketing is a core component of an Ocado promotional campaign planned for the autumn, it has been revealed.

Its first head of marketing role will be filled by Matthew Knight, a customer research expert who previously held a strategy position with the loyalty scheme Nectar.

The company may be seeking to enhance its brand image after negative publicity surrounded its floatation on the stock market last week.

Forced to reduce its initial price, the online grocery supplier claimed investors were undervaluing the company, as it lowered its initial value of £1.80





Marketing campaign focuses on customer defection

Posted 2 August 2010 - 4:00pm

Customer defection is the focus of a marketing campaign by telecommunications company Sky.

Hoping to encourage competitors' clients to defect to the rival provider, the strategy implies BT customers are "trapped" by two-year contracts, reports Marketing Week.

The risk of customer defection may be raised by increasingly savvy consumers, who are bombarded with marketing messages from an ever-growing range of channels, such as digital and online forums.

Similarly, the global economic downturn may have inflated customer churn, as clients switch between companies to take





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