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

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"


Click Here to Discover How to Create a Great new Life for Yourself In Only 10 Days!

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"

Hey Rick - first of all, I want the ham biscuit recipe too!! However, I am sure that the Kraft people might be all too keen to add in consumers recipes ..... yours could be the first!!

Good luck
Margaret

ps - just to show we get some sunshine and spring blossom in Helensburgh!

Hi,

In my message at:

http://www.sowpub.com/cgi-bin/forum/webbbs_config.pl?read=3549

... which I posted here over a year ago, I suggest an idea for signing people up for an ezine.

Best,

- Boyd


http://www.sowpub.com/cgi-bin/forum/...g.pl?read=3549

Hi Rick and All!

Sounds like Kraft is showing all of us one of my favorite themes: how to make the most of the assets we currently have at our disposal.

How to create more solid customers through packaging?

Makes perfect sense that Kraft would have an ezine sign up on a jar. Now I ask myself, what do I package that I can have a sign up on?

I have been thinking of making something for my car. My driving time with my kids seems to be an asset that is highly unused. Maybe a driving billboard that says something like, "Our Mommy Owns 5Passions.com......receive FREE passion tips in your emailbox everyday!"

Better stay out of some places...they miht get the wrong idea.....

With Passion and Purpose,

Julie Jordan Scott

Just a thought


Dare to Discover Your Passion, Decide to Live Your Destiny

Michael -

> What the heck is a "ham biscuit?"

Well, if you were from the South you would know. *g* (I'm not. I just lived there off and on for about 20 years.) Seriously, it's just a biscuit that you cut in half and put a slice of ham on.

Rick Smith, "The Net Guerrilla"


Click Here to Get a Great New Life in 10 Days!

Margaret -

> Hey Rick - first of all, I want the ham
> biscuit recipe too!! However, I am sure that
> the Kraft people might be all too keen to
> add in consumers recipes ..... yours could
> be the first!!

The recipe? Simple. Create biscuits using your favorite method; Bisquick, from those tubes in the dairy case, whatever. Slice the biscuit in half, (like you would a tomato). Put a slice of ham in between the halves. Add Miracle Whip, (or regular mayonnaise, butter, whatever), on the halves. Enjoy!

> ps - just to show we get some sunshine and
> spring blossom in Helensburgh!

Where is Helensburgh?

Rick Smith, "The Net Guerrilla"


Click Here to Learn How to Do Almost Anything in 10 Days... Including Creating Great Ham Biscuits!

Julie -

> Sounds like Kraft is showing all of us one
> of my favorite themes: how to make the most
> of the assets we currently have at our
> disposal.

Yes. That's something I hadn't thought of but it's quite a natural extension of the thought process.

> How to create more solid customers through
> packaging?

Precisely.

> Makes perfect sense that Kraft would have an
> ezine sign up on a jar. Now I ask myself,
> what do I package that I can have a sign up
> on?

Yes. It does. I had just never seen anyone do it so well before. Many companies have URLs on their packaging. None that I've seen have capitalized on it like Kraft. What would be interesting to know is how many sign up for the e-zine and whether they track the sales from the e-zine, (might be a little hard to do since the buying would normally be in a store), etc.

> I have been thinking of making something for
> my car. My driving time with my kids seems
> to be an asset that is highly unused. Maybe
> a driving billboard that says something
> like, "Our Mommy Owns
> 5Passions.com......receive FREE passion tips
> in your emailbox everyday!"

Excellent idea! Ron LeGrand, (of real estate investing fame), shows a similar idea on a truck. "We Buy Houses - Cash." I've been toying with using that idea on my truck, (wife won't let me put it on the van - I want to put it on both), either as a magnetic sign or stick on letters for my real estate ventures.

> Better stay out of some places...they miht
> get the wrong idea.....

*VBG*

Rick Smith, "The Net Guerrilla"


Click Here to Learn What Many Already Know About Creating a Great New Life for Themselves!

Hi Julie!

> Makes perfect sense that Kraft would have an
> ezine sign up on a jar. Now I ask myself,
> what do I package that I can have a sign up
> on?

> I have been thinking of making something for
> my car. My driving time with my kids seems
> to be an asset that is highly unused. Maybe
> a driving billboard that says something
> like, "Our Mommy Owns
> 5Passions.com......receive FREE passion tips
> in your emailbox everyday!"

Julie, I was just writing (in a post further down the forum) of how I was making a list of my own significant business assets....

One thing that struck me as I made the list was how much of it was under-utilized (and sometimes not at all)!

I bet many of us have useful assets which we are not using to best effect.... Just think what COULD be if we used all we had to their maximum potential! The mind boggles! :)

- Dien

Hi - I guess that there are some web-addresses which wouldn't work so well on the side of a house!
M