The agreement calls for online marketing programs that will help acquire and retain customers for Peapod’s grocery service in addition to increasing orders with existing customers. Billings were not disclosed.
To help acquire new customers, TDMI said it will develop direct response banner advertising and email to educate prospects about Peapod’s services. TDMI will also develop electronic newsletters, email, and other direct marketing programs to communicate personalized information to Peapod’s customer base to help increase the amount and frequency of orders.
“This business win is important because it clearly demonstrates how organizations are now shifting their focus on interactive marketing away from an advertising model and more toward a direct response model,” said Chris Peterson, president of TDMI. “In 1999 and beyond, you’re going to see a lot more agency reviews that will require firms to have interactive technical expertise and solid, strategic direct response skills as well.”
“We chose TDMI because they clearly understood electronic media while also bringing very strong direct response skills to the table,” said Tim Dorgan, executive vice president of marketing at Skokie, IL-based Peapod. “This combination of skills is exactly what we need to build our business.”
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