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Through ExactTarget's integration with FootSmart's customer database and Web analytics provider Coremetrics, it will develop customer profiles based on online browsing and purchase history data, plus offline purchases from FootSmart's...
4 | DMNEWS | May 4, 2009 | www.dmnews.com MOBILE DAIRY QUEEN DIALS UP CAMPAIGN FOR VALUE MENU P7 DIGITAL DEBIT AND CREDIT MARKETERS REACH TEENS AND PARENTS ONLINE P12 SEARCH OPTIMIZATION VS. PAY-PER-CLICK P23 AmEx campaign Just the facts for Aflac in its new campaign explains loyalty By Lauren Bell : Aflac has launched a multichannel cam- service changes ucts,” said Al Johnson, VP of marketing ser- paign in an effort to spur sales of its new vices, Aﬂac. “In our research, we’ve seen that products and win over consumers who may consumers and decision makers don’t want By Dianna Dilworth be reluctant to buy in this economy. a lot of ﬂuff. They want straight facts and a : American Express is launching a new The recently launched campaign, fea- quick message, and if they are investing in campaign for its new Delta SkyMiles Credit turing the taglines “We’ve got you under a product, they want to know what they are Cards to educate loyalty members about our wing” and “Get the Aﬂacts,” includes getting, so Aﬂacts is straightforward.” changes in service. online advertising, print ads, TV and social The social media aspect of the campaign Delta merged with Northwest Airlines media. The work is part of Aﬂac’s efforts to is designed to encourage deeper connections last fall. Since then, Delta chose American expand its market share and coincides with between consumers and the brand. Policy Express as the exclusive provider of the the company’s expanded workplace-selling holders will be able to leave comments and co-branded credit card for its SkyMiles efforts and its extended children’s and part- stories on the duck’s Facebook page, which loyalty program. The campaign aims to time workers’ insurance. All ad efforts will also includes regular updates. reinforce the fact that the Delta SkyMiles feature the well-known brand image of the “Reaching the right people is, for us, Card is the ofﬁcial card of Delta’s SkyMiles Aﬂac duck, who has launched his own Face- reaching anyone who is of the right age to program within the US. While their exist- book page as part of the campaign. purchase Aﬂac insurance,” he said. ing miles will still be honored, WorldPerks “We wanted to continue to talk with con- The Kaplan Thaler Group is the lead members who wish to continue to combine sumers and workplaces to explain who we agency on the campaign. Aflac also has miles earned from ﬂying with miles earned are and how we are relevant in their lives so tapped Fitzgerald & Co. as its media group, on co-branded card purchases will need to they can understand the value of our prod- and the Zimmerman Agency. ● The campaign hopes to woo recalcitrant consumers switch to a Delta SkyMiles Credit Card. “WorldPerks members and credit card holders are very valuable customers, and we plan to treat them accordingly,” said David Company veteran Fassnacht tapped FootSmart enters Rabkin, VP, Delta Cobrands, American Express, in a statement. The new campaign will run in key US for data-centric position at Draftfcb data partnership Delta hubs that were formerly Northwest By Lauren Bell world, we really need someone that partners By Chantal Todé hubs, including Detroit, Minneapolis/St. Paul : Underscoring the increasing importance with me in the operating council within the : FootSmart has teamed up with ExactTarget and Memphis, through the end of 2009. It of data and analytics to its marketing cam- global network whose sole job and respon- for personalized e-mail marketing campaigns includes print, TV, radio and online ads. paigns, Draftfcb has awarded data expert sibility it is to constantly make sure we are aimed at baby boomers. Among the new beneﬁts, card members Michael Fassnacht the newly created role true to the brand and vision. Through ExactTarget’s integration with can earn double miles on all Delta- and of worldwide chief strategy officer. “Michael will profess himself to be an FootSmart’s customer database and Web ana- Northwest-operated ﬂights. Members also Fassnacht, who previously served as the ultimate data geek, but he’s so much more lytics provider Coremetrics, it will develop can redeem any seat any time on all Delta- agency’s chief customer intelligence ofﬁcer, than that,” he continued. “He really is a true customer proﬁles based on online browsing and Northwest-operated flights with no will report directly to Draftfcb CEO and comprehensive marketer, and he understands and purchase history data, plus ofﬂine pur- blackout dates or inventory restrictions. ● president Laurence Boschetto while helping not just the importance of data but can tell chases from FootSmart’s catalog mailings. apply corporate strategy across individual you what you can do with data — speciﬁcally FootSmart will use this to control which global ofﬁces. He is expected to draw heavily consumer insight and behavior — and the offers and news it includes in its e-mails to Print catalogs less on his data expertise for this job. The new role “really stems from our implications it has for business.” Fa
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