"Preferred Methods of Communication” A Study of Foodservice Operators and Loyalty Programs
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Transcript of "Preferred Methods of Communication” A Study of Foodservice Operators and Loyalty Programs
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"Preferred Methods of Communication”
A Study of Foodservice Operators and Loyalty Programs
Sara Cooney Minneapolis, Minnesota Winter 2002
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“Today we receive more information from all types of media in a single day than our grandparents did in a whole month.”
- Robert Cogan, Communication. Advisor Today, August, 2002
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Know, understand and respond to your audience.
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The Players involved . . .
Food Manufacturers:
Brokers/Distributors:
Foodservice Operators:
Produce
Sell
Prepare
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Foodservice Market Channel
Foodservice Operators
Distributor Sales Reps
Distributor Companies
Foodservice Manufacturers
Brokerage Houses
Broker Sales Reps
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Loyalty Program Examples
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Communicating and Promoting Loyalty Programs
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Communicating Loyalty Program Information
- Is e-mail the best choice?
- Does this audience have easy access to the web?
- Are e-mailed promotional messages comprehended and retained?
- Would a combination of communication methods be a better choice?
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Research Question
Is there a preferred method to communicate information regarding loyalty programs to foodservice operators?
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Food Service Operators
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Respondents fell into the following categories:
Educational Facility Deli/Coffee Shop Care Facility CatererBusiness Feeder Hotel/MotelRecreation/Entertainment Retail Store Fine Dining Rest. Family Casual Rest.Quick Service Rest. Other
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What communication method do you prefer when receiving loyalty program promotional information?
Direct MailSales Force
Combination of DM & EMCombination of DM & Sales Force
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Sales Rep31%
E-mail7%
Direct Mail (US Post)
42%
Combination DM &
Sales Reps7%
Combination of DM & EM
13%
Results
Communication Preferences
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Do you generally read loyalty program promotional information sent via Direct Mail?
71% said they “Always” or “Sometimes” read messages sent in this format.
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Do you generally read loyalty program promotional information sent via Electronic Mail?
39% said they “Always” or “Sometimes” read messages sent in this format.
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61% “Rarely” or “Never” read those messages.
If 39% always or sometimes read e-mail messages . . . .
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Know your audience.
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Launch programs using direct mail.Encourage the sales force.Once the program is established, use e-mail in combination with other communication methods.
In response to the results . . .