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Panpa Bulletin : August 2006
E-MEDIA The new generation system that puts you back in control. Analyse your market, create sales campaigns, set targets and track revenues - for print and online ads. Contact net-linx for more information 212a Darling Street, Balmain, NSW, 2041 Tel.: +61.2.9818.8488 - Fax: +61.2.9818.8498 Flexibility Stay in control of your advertising market September Roadshow - Australia/New Zealand OVER a quarter of a century, Free- dom has grown to take its place among Australia's largest and most successful retail brands in furniture, homeware and lifestyle accessories, with about 200 stores throughout the country. It has recently expanded into the UK with a supply agreement with 36 Cargo Homeshops. From its in- ception, the company has invested heavily in a marketing strategy using seasonal print catalogues supported by television and print advertising campaigns. The strategy has paid off in one of the industry's highest brand recogni- tion factors. With Freedom Furniture's 1300 employees sending tens of thou- sands of email messages a week, the company saw Rocketseed's potential to integrate with its current market- ing strategy and to leverage email in strengthening its brand. Rocketseed draws attention to new seasons' catalogues and clear- ances and boosts traffic on Freedom's website. Since2004,Freedomhasintegrated logotypingandtaglinesdevelopedfor each seasonal catalogue, clearance and special offer into banners head- lining outgoing email messages. These are animated for improved visibility and contain embedded links to the freedom.com.au website, with its online catalogue and regular special offers. The table shows response rates over a six-month-period. With re- sponse rates averaging 8.6 per cent, Rocketseed is demonstrably efficient and very effective as an added mar- keting channel working to engage Freedom's audiences. "We've barely begun leveraging this exciting marketing technology to its full potential, but we're already seeing tremendous results," said Michael Gordon, MD, Steinhoff Asia Pacific Group Services. "Rocketseed's potential for seg- menting and targeted marketing opens up immense opportunity for us to develop offers for groups of consumers with specific needs and spending patterns." Brent Allen, marketing director, Freedom Furniture said; "Rocketseed has allowed us to turn our everyday email into a cost-effective marketing communications channel, a channel that's sitting right under our noses. With help from Rocketseed Australia developing seasonal campaigns we have achieved unprecedented rates of immediate brand awareness and reached volumes of people we may not reach otherwise". "This has allowed us to drive people's attention, interest and response to different categories of messages such as our inter-seasonal catalogues, clearance sales and other services such as our Freedom's Deco- rator Advisory Service. "We have even used it to build awareness for our sponsorship of the Children's Cancer Institute of Australia (CCIA). "Rocketseed is truly a unique marketing tool that opens up a new marketing channel for us -- it's not e-marketing, which is something different, and it's not about HTML banners in emails. Instead, it's clearly a unique one-to-one marketing vehicle of real power." Sept 2005 Oct 2005 Nov 2005 Dec 2005 Jan 2006 Feb 2006 Brand exposure (branded emails sent incorporating Freedom marketing messages via Rocketseed) 39047 38046 42268 25803 31857 28153 Click-through responses 3319 3348 4227 2322 2708 1971 Response rate (%) 8.5 8.8 10.0 9.0 8.5 7.0 freedom furniture’s parent company Steinhoff asia Pacifc limited was quick to recognise rocketseed’s potential to leverage its company- wide staff email as a powerful marketing tool Maximising brand exposure and engagement Responses over a six month period august 2006 PANPA bULLETIN |57