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

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Presentation 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 

Loyalty Program Examples

Communicating and Promoting Loyalty Programs

Communicating Loyalty Program Information -Is the best choice? -Does this audience have easy access to the web? -Are ed 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?

Food Service Operators

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

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

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 messages....

Know your audience.

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