Execs and Accounts for June 26, 2002

RewardsPlus, an online benefits delivery firm, recently selected NewWorldIQ’s CampaignIQ 2.0 to develop an interactive communications channel with its customers, partners and employees. The client win comes shortly after NewWorldIQ, a provider of marketing automation tools, released the software, which is an email marketing engine geared toward prospect management and customer retention.

RewardsPlus is using CampaignIQ 2.0 to deliver online communications, manage its offline-to-online strategy, and implement viral marketing techniques.

“NewWorldIQ was unique in combining expert advice on campaign creation, e-marketing best practices and the ability to customize landing pages specific to each campaign,” said Ray Dudley, RewardsPlus chief marketing officer. “CampaignIQ has helped us maximize customer relations online, and helped increase our qualified leads by over 45 percent.”

Formerly available as a hosted solution called NewWorldDirect, CampaignIQ 2.0 is now offered as an application running on enterprise servers. Additionally, the new tool is designed to integrate with existing legacy, CRM and sales force automation systems, as well as to provide campaign reporting and analysis.

Digital marketer Messagizer, the U.K. subsidiary of the Buongiorno Group, has launched a campaign that uses personalized barcodes delivered by email. Working with TBWAGGT Direct and News International on a marketing push for the News of the World, Messagizer’s campaign allowed users to print a barcoded coupon delivered by email. This coupon entitled them to a 25p discount on the Sunday tabloid when redeemed in a store.

The email was sent to targeted subscribers through Messagizer’s network of opt-in databases. A link directed users to the News of the World Web site where they clicked to receive the price-reduction coupon, which contained two barcodes. One was a retail barcode to be scanned by the retailer to validate the discount price on the newspaper. The second contained codes that enabled redemption tracking through approximately 55,000 retailers. Various database list codes, including subscriber references, were also embedded and linked to existing databases to better understand individual consumer behavior.

We have always seen the great potential of online vouchers,” commented Peter Jones, digital communications manager of TBWAGGT Direct. “Working with the News of the World campaign provided us with the ideal opportunity to test how they work from a response and viral point of view. Being able to generate the unique bar codes allowed us to deliver complete closed loop tracking, giving us an accurate means of measuring the performance of the campaign.”

Juxt Interactive has launched a new Web site for footwear maker Reef, showcasing the brand’s latest product offerings. The new site promotes the seasonal debut of products, sponsored athletes and events.

Reef contracted with Juxt in March to reposition the company in conjunction with a new offline re-branding, advertising and product debut. The first phase of the company’s online strategy focuses on communicating the new girls and guys Reef brand within a new user experience.

R/GA assisted in a redesign of Bank One’s customer-facing Web presence, undertaken mainly to fulfill a customer demand for improved ease of use. New features include single-click access to all areas of the site from the home page, an option to begin an online banking session directly from the home page, and a browsable list of products and services.

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