FootSmart enters data partnership by ProQuest

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									        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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