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"Preferred Methods of Communication” A Study of Foodservice Operators and Loyalty Programs

"Preferred Methods of Communication” A Study of Foodservice Operators and Loyalty Programs. Sara Cooney  Minneapolis, Minnesota  Winter 2002.

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"Preferred Methods of Communication” A Study of Foodservice Operators and Loyalty Programs

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  1. "Preferred Methods of Communication” A Study of Foodservice Operators and Loyalty Programs Sara Cooney Minneapolis, Minnesota Winter 2002

  2. “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

  3. Know, understand and respond to your audience.

  4. The Players involved . . . Food Manufacturers: Brokers/Distributors: Foodservice Operators: Produce Sell Prepare

  5. Foodservice Market Channel Foodservice Manufacturers   Distributor Companies Brokerage Houses   Distributor Sales Reps Broker Sales Reps   Foodservice Operators

  6. Loyalty Program Examples

  7. Communicating and Promoting Loyalty Programs

  8. 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?

  9. Research Question Is there a preferred method to communicate information regarding loyalty programs to foodservice operators?

  10. Food Service Operators

  11. Respondents fell into the following categories: Educational Facility Deli/Coffee Shop Care Facility Caterer Business Feeder Hotel/Motel Recreation/Entertainment Retail Store Fine Dining Rest. Family Casual Rest. Quick Service Rest. Other

  12. What communication method do you prefer when receiving loyalty program promotional information? Direct Mail Sales Force Combination of DM & EM Combination of DM & Sales Force E-mail

  13. Results Communication Preferences

  14. Do you generally read loyalty program promotional information sent via Direct Mail? 71% said they “Always” or “Sometimes” read messages sent in this format.

  15. Do you generally read loyalty program promotional information sent via Electronic Mail? 39% said they “Always” or “Sometimes” read messages sent in this format.

  16. If 39% always or sometimes read e-mail messages . . . . 61% “Rarely” or “Never” read those messages.

  17. Know your audience.

  18. In response to the results . . . • Launch programs using direct mail. • Encourage the sales force. • Once the program is established, use e-mail in combination with other communication methods.

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