TIGI : Building Innovative Marketing Relationships Message Board

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Microcap & Penny Stocks : TIGI : Building Innovative Marketing Relationships

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To: ztect who wrote (67)	1/29/2000 2:25:00 PM
From: ztect	of 177

(rcn): What does Coke get from the Promo Card? Coca Cola purchased 3 unit cards from tsig.com Stores advertising discounts on back of card paid Coca Cola for placement and inclusion on the back of card Stores and Coca Cola advertise Card. Recepients of 3 unit card go to MyMusicCard through the music.coca-cola.com portal page to purchase 3 cd's at $10.99 w/o any additional obligation "Cookies" are required for purchasing at the MMC site "Cookies" reveal web surfing habits of users since "cookies' can be traced Recepients (primarily teenager: the targeted demographic) also offer information during 3 unit card activation including credit card info required for purchasing- plus answers to additional informational questions that these recepients "volunteer". Information from recepients from cookies and registration form customer profiles or, in other words, a customer database. Database information is essential for the future targeted marketing campaigns of both Coca Cola and tsig.com. If recepients like the value and service, the customer will "reload" their card w. a 20 unit card. Tsig's MMC splits the profit from this card 50/50 with Coca Cola. This is Coca Cola's "residual income". every time the customer reloads this card, coke gets 50% or $5.00. This is a new and additional revenue stream for Coca Cola. This recepient is now a customer who has made a larger commitment. His/her buying preferences selections are noted. Future enhancements to the MMC web site include personalization (like Amazon). Recommendations and email notification become part of retention and relationship development with that specific customer. Getting a larger share from each customer becomes just as important, if not more important, than getting a larger share of the market. All info from customers forms the database which becomes a commodity unto itself to leverage for additional product acquisition. Thus tsig ultimately has the customers that manufacturers want and can therefore get better pricing and distribution as tsig expands its product offerings. Plus the "Coke" card whenever it is used as yet another reminder of the Coca Cola corporate identity impressed upon by repitition (branded) the conscious and unconscious minds of yet another generation of teenagers. Hope this helps explain what Coca Cola gets out of this deal. z

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