The Global Marketer

Kylie Green http://www.kaleidoscope-mktg.com.au, Managing Director, Kaleidoscope Marketing Communications, Sydney, Australia:
Marketers are embracing Internet promotions because they know consumers like them.

In fact, a survey by IMI Research (December 2005) revealed that nearly two of three (64%) Australians who take part in promotions prefer using the Net rather than mail, SMS and the telephone for receiving, sending and entering information.
Internet promos are popular with Australians because we can enter or get the information we want about them any time we like, including late at night, early in the morning and during breaks from work.

Large food companies like Masterfoods and Nestle seem to be doing them best.
Masterfoods, for example http://www.masterfoods.com.au/  uses the Internet and email in fun and interesting ways to get consumers to interact with both its site and its brands.

The company regularly sends information to online ‘club’ members about new-product sampling opportunities and competitions as well as seasonal tips and recipes for its spices, sauces and gravies.
The emails are vibrant, easy to read and jam-packed with useful product-related information.

Nestle’s pet-food division Purina http://purina.com.au/ have been running a “challenge” whereby owners, in return for answering a ’survey’ (”Tell Us About You and Your Pet”) receive trial packs and a flyers explaining why they should stick with Purina for the next 30 days.
Participants get email notices about what changes they should be seeing in their pets health and appearance if they are sticking with the ‘challenge,’ along with encouragement to stay the course.

The copy is clear, concise (”Your Pet, Our Passion”) and appealing to people who really care for their pets.
It’s an innovative way to generate trial and a clever way to encourage brand switching.