USA: Kellogg Web Promotion With Tops Markets Makes Grocery Shopping and Promotions a Family Affair
The promotion will fully integrate the store's web site into an existing in-store promotion; allowing Tops Markets to feature the site in advertising, and deliver useful consumer information on the promotion that can help drive store traffic.
From a link on the Tops Markets web site, www.topsmarkets.com, consumers will find information on how to participate in Kellogg's third quarter promotions, including their new consumer loyalty program, EET and ERN(TM), and a multi-brand consumer promotion effort with Nintendo's Pokemon(TM) property.
The micro site features a consumer-friendly printable checklist, which allows parents an easy way to shop the store with specific products in mind, based on what specific promotional item may appeal most to their youngster. Armed with good information, a parent can shop for Kellogg's® items and bring home the right Pokemon(TM) prizes for virtually every discerning youngster.
"The initiative shows how progressive the Tops Market account has become," explains Grant Stallknecht, Kellogg Account Director for the Royal Ahold team. "By working together with the web-savvy consumer in mind, we planned an Internet initiative that brings consumers specific promotion details, and is supported by retail advertising to create consumer interest in visiting both the Tops web site and the stores," he explained.
Internet promotions supplier PlanetPromote.com built the micro site to enable future customizations with other participating retailers as Kellogg extends the initiative. It also hosts the micro site, allowing participation data to be accessed daily by Kellogg via an online interface.
"The site actually sits on our server, and is called up from a link on the Tops Markets web site," explains Robin Danek, PlanetPromote's Chief Operating Officer. "The manufacturers benefit from built-in online site performance reporting and the ability to swap out promotions on the fly in our server environment", noted Danek. "And the retailer gets a customized site with virtually no technical involvement other than setting up a link. It's a win-win for both, and allows for many kinds of promotions to be Internet enabled in a cost-effective and turn key manner."
PlanetPromote.com has developed a proprietary building and hosting platform, PromoBolt(TM), which is designed to help manufacturers hold costs down for multiple executions of web-based promotions.
Kellogg Director of Account Specific Marketing, Jerry Goldner, anticipated the move to E-Customer Marketing, and is projecting exponential growth in subsequent quarters for this media. "Our relationship with PlanetPromote.com will allow us to provide more retailers an opportunity to co-promote with Kellogg and its promotion properties online", notes Goldner.
"Our mission is to offer retail partners good web content which can help extend our promotion properties, drive store traffic and ultimately help sell more product. Retailer partners want good content, but aren't in a position to develop web-extensions of often-complicated promotions with legal restrictions, usage guidelines and approvals from many people." Explains Goldner. "Our partner PlanetPromote.com is a spin-off from a national ASM promotions agency Mars Advertising, coordinates all that for us, and they understand how to do much more than just the technology," notes Goldner.
"This move will allow Kellogg's to showcase all of its exciting marketing programs in the future through a very consumer friendly medium -the Internet," explains Kellogg's Goldner.
PlanetPromote.com is a leading Internet promotion supplier, providing both custom promotion development and Internet extensions of account-specific promotions used by consumer goods manufacturers in their retail partner marketing efforts. For more information, visit the Company's web site at www.planetpromote.com.
With sales of nearly $7 billion, Kellogg Company is the world's leading producer of ready-to-eat cereal and a leading producer of convenience foods, including toaster pastries and frozen waffles. Kellogg products are manufactured in 20 countries and marketed in more than 160 countries around the world. For more information, visit the Kellogg Web site at www.kelloggs.com.
(c),®2000 Kellogg Co. (TM)Pokemon:(c)1995, 1996, 1998 Nintendo/Creatures inc./GAME FREAK inc. Pokemon and character names are trademarks of Nintendo.(c)2000 Nintendo.
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