Sign Up for An E-Zine... On a Mayonnaise Jar???

What the heck is a "ham biscuit?"

Thanks,
Michael

> I like the Miracle Whip brand of "salad
> dressing" by Kraft Foods. As I was
> putting some on my ham biscuit this morning,
> (It's good. Try it!), I noticed something
> *very* interesting.

> Somebody in the marketing department got it
> very right. Here's what was on the label of
> the jar:

> "Solve the Time Crunch"

> "kraftfoods.com real help in real
> time"

> "Try Recipes by E-mail"

> "What could be better than finding
> great recipes online? Having them delivered
> right to your desktop! With Recipes by
> E-mail you get delicious and easy recipes
> that your family will love delivered to you
> as often as you choose. You can even
> customize Recipes by E-mail to suit your
> family's tastes. Visit kraftfoods.com and
> sign-up for Recipes by E-mail today."

> Look at how many elements they got *right*
> by doing this.

> 1. They're promoting to the target market.
> How do I know that? I had their product in
> my hands!

> 2. They used an offline item to further
> market themselves online. I've heard of
> putting your online info on business cards,
> invoices, cars, license plates, etc. but
> this takes things to a whole new level.

> 3. The e-zine is free.

> 4. The short, simple message about the
> e-zine is *loaded* with benefits. "Real
> help in real time", "Solve the
> Time Crunch", "delicious and easy
> recipes", "customize Recipes by
> E-mail to suit your family's tastes",
> etc.

> 5. They will be able to build an all
> important list that I'm sure they'll market
> to.

> 6. The cost to print this on the label was
> probably relatively low since they had to
> print the label *anyway*.

> 7. Whose products do you think they'll
> feature in the recipes? *BG* And of course,
> that will drive you to buy Kraft products to
> use in your recipes.

> So many times the big companies seem
> clueless when it comes to creating direct
> response marketing campaigns. This is one
> that got it *very* right this time.

> Rick Smith, "The Net Guerrilla"