adrian alexandrescu - rodirect 2012
DESCRIPTION
Prezentarea domnului Alexandrescu, Managing Director la INTERACTIONS.TRANSCRIPT
ONLINE & DIRECT MARKETING GO WELL TOGETHER
Adrian Alexandrescu
1. DATA COLLECTING
- Dishonest answers when offering an incentive
- Lack of interest to fill-in large questionnaires without an incentive
SOLUTION: ASK RELEVANT QUESTIONS
AND OBTAIN THE REQUIRED DATA THE OLD SCHOOL WAY
(E.G. PROFESSION->INCOME)
2. DELIVERING PRODUCT INFORMATION
•Typical solutions: promoters, hangers, leaflets, etc
•Problems: lack of time/ interest from consumers, budget
Did you know that onions jam & grilled cheese is an excellent “delicatesse”?Neither did other poten=al buyers...
Have you heard of onions jam?
You are at the shelf, browsing through hundreds of products. When suddenly you see something new, unfamiliar… it seems interes=ng, but what is it? What does it do? What does it taste like? If you had the answers to those ques=ons maybe you’d buy & try it.
Let’s say…
1. G!"# $%&'(%)*+!
2. S,&* $%&',)-+!
3. R+&-!
A*- *). /)0 1*). !
It’s not just one or two products. There are tens…
Diversity!
3. NOT ALL CONSUMER PROMOTIONS HAVE TO BE
IDENTICAL
DOES IT COSTAS MUCH AS YOU THINK?
GUESS THE PRICE, GET THE PRIZE!
Tell the correct price and you can win 100 RON daily*if youʼre a fan of our page on Facebook and you win, your prize doubles (correct implementation of Facebookʼs contest regulations)
Everyday a new product is displayed
SIDE EFFECTSHundreds of people went to the store each day to see the real price, in order to make an exact bet.
And in the process they probably did some shopping too J