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Online lobster
According to DMNews Red Lobster Restaurants is intensifying its online marketing as it looks to strengthen its relationship with customers and entice prospects. Michael Friedman, interactive marketing manager at Red Lobster, Orlando, FL:
Our goal is to use the channel to build loyalty among members and increase their level of interaction with our brand both inside and outside the restaurant environment. Features of this campaign: - The company has 704,000 members in its Overboard Club online loyalty program: customers receive discounts and special offers exclusively via email. - Red Lobster's online recipe cards lets consumers share their favorite recipes by e-mail. - The online invitations feature: a host user can plan an event like a birthday or happy hour at a Red Lobster, track responses to invitations and send updates to friends on the list. The chain will even deliver targeted rewards to event hosts dynamically through e-mail. - To tackle federal anti-spam laws the company creatively collects data, where consumers provide permission to send mail to them, and confirm it through double opt in. Great example of online marketing for an offline business! |
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posted by BlogFonk: Monday, June 14, 2004 [#] Erms Suripatty