"preferred methods of communication” a study of foodservice operators and loyalty programs...
TRANSCRIPT
"Preferred Methods of Communication”
A Study of Foodservice Operators and Loyalty Programs
Sara Cooney Minneapolis, Minnesota Winter 2002
“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
Know, understand and respond to your audience.
The Players involved . . .
Food Manufacturers:
Brokers/Distributors:
Foodservice Operators:
Produce
Sell
Prepare
Foodservice Market Channel
Foodservice Operators
Distributor Sales Reps
Distributor Companies
Foodservice Manufacturers
Brokerage Houses
Broker Sales Reps
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?
Research Question
Is there a preferred method to communicate information regarding loyalty programs to foodservice operators?
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
What communication method do you prefer when receiving loyalty program promotional information?
Direct MailSales Force
Combination of DM & EMCombination of DM & Sales Force
Sales Rep31%
E-mail7%
Direct Mail (US Post)
42%
Combination DM &
Sales Reps7%
Combination of DM & EM
13%
Results
Communication Preferences
Do you generally read loyalty program promotional information sent via Direct Mail?
71% said they “Always” or “Sometimes” read messages sent in this format.
Do you generally read loyalty program promotional information sent via Electronic Mail?
39% said they “Always” or “Sometimes” read messages sent in this format.
61% “Rarely” or “Never” read those messages.
If 39% always or sometimes read e-mail messages . . . .