Promotion options coop

Promotion options
on www.coop.ch
Digitale Werbung / Direktmarketing, Andreas Pinsker
2010
Overview
a) Advantages to you of an ad on www.coop.ch
b) www.coop.ch key performance data
c) Promotion options (modular structure):
1) www.coop.ch
a) Presence on homepage d) Competition
b) Promotions section
e) Contact form page
c) Promo page
f) Online coupons
2) E-mail newsletter
a) Reference to promo e.g. special offers newsletter
b) Newsletter coupon
–
Commercial breaks in Coop Games
–
Mobile technology services (SMS competition)
d) Booking conditions
e) Rates & contact details
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a) Advantages to you of an ad on www.coop.ch
•
www.coop.ch is one of the most popular Swiss websites and ranks first among retail
websites.
•
The Coop website lets you reach the purchase decision makers for your product
without much waste coverage.
•
Attractive direct marketing options via e-mail newsletters, plus interaction through
competitions, online coupons and mobile campaigns (SMS competitions).
•
Sales promotion through online coupons.
•
Ideal as a complement to the usual advertising options with Coop (ad in Coop
member press, at POS, etc.).
•
Packages available in conjunction with coop@home, www.coopzeitung.ch and
www.coop.ch/beautyundlife
•
National coverage in three languages (German, French, Italian)
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b) www.coop.ch key performance data
•
The start page, www.coop.ch, logs around 110,000 visits per week
•
Over 102,000 Coop Special offers-newsletter subscribers can be reached (all
addresses are permission-based).
•
According to Nielsen NetRatings, coop.ch ranks among the top 20 Swiss websites
with regard to unique users. The trend continues to rise.
•
Users have high dwelling times of 20 minutes per quarter, or approx. 7 minutes per
visit. There are many recurring visitors.
•
Compared to overall Internet usage in Switzerland, a higher proportion of women,
and also many people over 25 visit www.coop.ch. Ideal for reaching purchase
decision makers.
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c) Promotion options
Module 1a) "Homepage coop.ch
highlight or teaser"
Includes
– Presence on coop.ch homepage
– Either highlight (automatic sequence) or
teaser (fixed)
= Automatic sequence of max. 5
images. If one of the images is clicked, an
enlarged version is displayed, see
highlight
Linking options
– Link to a further module
1c), 1d), 1e) or 1f)
– Cannot be linked directly to your website
Limitation
1st highlight position is unavailable.
–
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c) Promotion options
Module 1b) "Promotions section – highlight or teaser"
Includes
– Prominent, permanent
presence in the promotions
section
– Either highlight,
large teaser or small
teaser
Linking options
– Link to a further module
1c), 1d), 1e) or 1f)
– Cannot be linked directly to
your website
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c) Promotion options
Module 1c) Promo page
Includes
– Static page with main promo
details
– Basis: e.g. print + POS campaign
– Inclusion in top navigation bar
under "Promotions"
– Own URL:
www.coop.ch/[name of your
promotion]
Linking options
– To your own website
– To module
1d) Competition
1e) Contact form page
1f) Online coupons
Requirements
- Booking for at least module 1a) homepage, 1b) promotions section
or 2a) reference to promo in newsletter
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c) Promotion options
Module 1d) Competition
Includes
– Competition page
– Basis: Print + POS campaign
– Inclusion in top navigation bar under
"Promotions"
– Own URL:
www.coop.ch/[name of your promotion]
Advantages
– User proactive (pull communication),
hence high contact quality
– Exclusive competition on www.coop.ch
possible
Linking options
– To your own website
– Online coupon, e.g. for all participants
(module 1f)
Requirements
- Booking for at least module 1a) homepage, 1b) promotions section
or 2a) reference to promo in newsletter
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c) Promotion options
Module 1e) Contact form page
Includes
– Form page for obtaining contact
addresses or possible orders for
samples
– Basis: Print + POS campaign
– Inclusion in top navigation bar under
"Promotions"
– Own URL:
www.coop.ch/[name of your promotion]
Advantages
– User proactive (pull communication),
hence high contact quality
– Contact addresses are obtained
Linking options
– To your own website
Requirements
- Booking for at least module 1a) homepage, 1b) promotions section
or 2a) reference to promo in newsletter
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c) Promotion options
Module 1f) Online coupon
Includes
– Online coupon with specific EAN code to be redeemed
at POS
– Landing page where user can print out the coupon
– Coupon can also be included on partner website
– Own URL:
www.coop.ch/[name of online coupon]
Advantages
– Sales promotion measure
– Attractive direct marketing option > customer comes
directly to POS
Requirements
– Must be coordinated with the Coop Category Manager.
- Booking for at least module 1a) homepage, 1b)
promotions section or 2a) reference to promo in
newsletter
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c) Promotion options
Module 2a) E-mail newsletter
Includes
– Attractive placement in various Coop
newsletters, e.g. special offers or recipes
– Promotion positioned in 2nd main content
field or in 1st secondary content field.
Secondary content
Main content
Newsletter subscribers / frequency (Dec. 09)
-
Special offers:
-
Recipes:
102,000 / week
28,000 / month
Other newsletters on request - Overview:
www.coop.ch/newsletter
Linking options
– Links always either to modules
1c, 1d or 1e
– Cannot be linked directly to your website
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c) Promotion options
Module 2a) E-mail newsletter - Example
Link to e.g.
promo pages 1c)
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c) Promotion options
Module 2b) "Newsletter coupon"
Includes
– Reference to the newsletter coupon in the
right-hand column (prime position!).
– Online coupon with specific EAN code to be
redeemed at POS
– Landing page where user can print out the
coupon
– Coupon can also be included on partner
website
Newsletter subscribers / frequency (Dec. 09)
- Special offers:
- Recipes:
102,000 / week
28,000 / month
Other newsletters on request - Overview:
www.coop.ch/newsletter
Requirements
– Must be coordinated with the Coop Category
Manager.
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c) Promotion options
Module 3) "Commercial breaks in Coop Games"
Includes
– Six-second commercial break (static or
animated) at the end of the latest
games on Coop Online Games
(www.coop.ch/games)
Linking options
– Link to a further module 1c), 1d), 1e) or
1f)
– Cannot be linked directly to your website
Performance(1st quarter 08)
– Per break: average of 11,000
views per week, depending on the
number of active commercial breaks
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c) Promotion options
Module 4) "Mobile technology services"
Includes
– SMS Competition > mentioned, for
example, in flyer or at POS
– Other services on request
Advantages
– User proactive (pull communication),
hence high contact quality possible
– Sales promotion measure
– Mobile phone numbers obtained
Performance
– If cost to the customer is
CHF 0.80/SMS, income share is approx
CHF 0.30 per SMS.
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d) Booking conditions
- Possible themes/campaigns:
• Promotions with divisional partners and/or special promotions (exclusive to Coop)
• Anything that can be experienced at the POS
• Special events of business partners (e.g. birthdays)
• Special offers/new products: Activity must, however, involve some kind of added value
(e.g. competition, sample, etc. ).
• Activities with online added value
- Decision whether to carry out an activity on a Coop webpage is down to the Coop Internet
theme coordination committee.
– Bookings must be made at least 5 weeks before the activation date. The minimum duration
of a posting is one week.
– Content (graphics, text input) must be sent to Coop Customer Programs Projects at least
two weeks before the activation date.
– Implementation in three languages (G, F, I); preparation and activation of offer by Coop
Customer Programs Projects.
– Reductions in earnings due to newsletter or online coupons are calculated by Coop BW
Evaluations and charged to the business partner in full.
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Rates
Please refer to the website for current rates:
http://www.crossimpact.ch/crossimpact_en/online_coop_ch_preise.html
Contact
For bookings and for further information about the promotion
options on www.coop.ch, please contact:
Andreas Pinsker
Digitale Werbung / Direktmarketing
Thiersteinerallee 14
PO Box 2550
CH-4002 Basel
Tel +41 (0)61 336 62 13
[email protected]
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