"Transforming a 34-year old company into a successful click and mortar business model presented an exciting challenge for us," IN2 CEO James Healy said. To custom-blend their advertising approach, the interactive agency ran a test campaign to determine the most effective use of creative strategies, agency affiliations and technical follow-through. A multifaceted branding and promotional campaign included the creation and placement of banner ads on selected portals and networks, a targeted e-mail campaign, a refer-a-friend program, and microbranding.
A sweepstakes giveaway of 25,000 one-pound gift packs (approximately 1 million cups) of freshly-ground coffee attracted visitors to the coffee maker's special `Coffee Freshness Week' promotional page, where they learned about the importance of freshness in quality coffee. Peet' s Director of Marketing, Felicia Chan, said "the goal of this campaign was to generate an online buzz that would both educate customers about our freshness message and grow our customer base." IN2's comprehensive advertising services succeeded in meeting this goal by enlightening consumers to the advantages of Peet's coffee while enriching the company's consumer database with an impressive 47% increase in unique qualified leads - thus creating long-term possibilities for increased online revenue.
IN2's interactive branding campaign peaked interest in Peet's coffee, increasing site traffic 656% in the campaign's first day and 208% for the duration of the Coffee Freshness Week. IN2's integrated advertising approach nearly tripled Peet's minimum goal of 25,000 campaign contest participants, and increased Peet's online sales by 16% over the month of April. One contest winner and satisfied customer responded to Peet's in an e-mail: "I must admit, if I hadn't won this coffee I probably wouldn't have ordered it off the internet, but, now that I know about you ...I plan to order (online) the next time."
The creative banner ads, which flew for the duration of the 5-day campaign, generated 78% of the traffic to Peet's `Coffee Freshness Week' promotional page on their site attributed to the IN2 campaign. A targeted email campaign pulled 14% more visitors. The refer-a-friend strategy, which gave those visiting the `Coffee Freshness Week' promotional page the opportunity to tell a friend about the sweepstakes, drove another 6% of traffic to the site. Microbranding on niche sites led to an additional 2% of traffic to the site.
Peet's Coffee sought IN2's services in February 2000 because the agency provided "a complete solution from strategy to effective and efficient media buys, great creative, ongoing performance analyses and media optimization," said Ms Chan. Going beyond clicks and traffic to ultimately drive acquisitions at an efficient ROI was paramount for Peet's, which boasts that it is now able to exert its three-decade plus marketing expertise online.
About Peet's Coffee & Tea
Founded in Berkeley, CA in 1966, Peet's Coffee & Tea is a super-premium coffee roaster with a focus on delivering the freshest, deep roasted beans for home and office enjoyment. With a strong mail order and e-commerce business and 56 retail stores, the company is dedicated to providing a personalized and superior experience for its customers to enjoy quality coffee, tea and related products. Peet's is a privately-held company committed to strategically growing its successful online, mail order and retail businesses while maintaining a unique culture and focus on customer satisfaction.
About IN2
A subsidiary of TMP Worldwide Inc., IN2 is a full service interactive advertising agency as well as a marketing technologies specialist, with opt-in email, ROI tracking systems, custom sweepstakes, contests, and incentive programs all created in-house. With offices in New York, London, San Francisco, and Atlanta, IN2 is currently the lead agency online for Monster.com, CMP's TechWeb, Bass Hotels, American Express Publishing and Peet's Coffee & Tea. IN2's proprietary advertising performance tracking software, ClickMaps(TM), is used to optimize and develop the most effective advertising solutions both on and offline.
About TMP Worldwide
Founded in 1967, TMP Worldwide, now with more than 7,600 employees in 29 countries, is the on-line recruitment leader, the world's largest recruitment advertising network, one of the world's largest selection agencies, and a leading global retained executive search firm. TMP Worldwide, headquartered in New York, is also the world's largest Yellow Pages advertising agency and a provider of direct marketing services. The company's clients include more than 90 of the Fortune 100 and more than 480 of the Fortune 500 companies.
