Kiwi Kids are Online
Kids
11 March 2002
Auckland - 11 March 2002 - This year marks the Sanitarium Weet-Bix
Kiwi Kids Tryathlon's 10th anniversary. It's been bigger and better
than ever, with record-breaking attendance in almost every city.
Why the massive popularity? It's an across-the-board combination
of successful strategies… Sanitarium is committed to holding
well organised, well run events. Direct marketing to schools encourages
students to enter. And this year's marketing campaign used two impactful
product packs which were integrated into the TV ad and promoted
the Tryathlon online. Sanitarium believes this year's success is
enhanced by the consistent use of online media - which is powered
by Touchpoint software.
The Weet-Bix pack, direct mail, and TV all direct traffic to the
Kiwi Kids Tryathlon website, www.kiwikids.co.nz.
There, Touchpoint works behind the scenes, sending reminder emails
to those that participated last year, storing details on this year's
entrants, forwarding questions to expert coaches like Hamish Carter
and enabling children to email the big day's photos to their friends.
With the ability to send, track, follow and report on inbound and
outbound marketing campaigns across multiple channels like email,
direct mail, fax and mobile phone, Touchpoint has given Sanitarium
a cost-effective and quick method to communicate with children -
and their parents - across the country. "Organising each Tryathlon
event is quite a task - which Touchpoint has made easier by enabling
us to 'talk' with our audience quickly and efficiently," says
Stuart Robertson, Assistant Product Manager for Weet-Bix and Tryathlon
Event Organiser.
"We wanted to remind Auckland entrants of the early start
time and road closure information. Touchpoint made this task simple
- we just sent an email to everyone on our database from Auckland
and asked them to tell friends and parents, and forward the email
to their friends. Email was definitely the smartest choice for communicating
this urgent - and important - message."
"More than 60% of New Zealand teenagers use the internet at
least 2-3 times a week these days so it's important that any marketing
plan have an online component - especially when dealing with time-sensitive
issues like event planning," says Touchpoint Managing Director,
Steve Shearman. Touchpoint's ability to manage multiple channel
communications ensures that companies like Sanitarium can get their
messages out how and when they need to.
At the conclusion of all events, an email will go out thanking
everyone for their involvement and reminding kids to see if their
photos are online. "Email and the website are great media for
building a Weet-Bix community, says Stuart. They help us keep in
contact with our customers - kids and their parents alike - and
add to the integrated approach we're taking to all our marketing
efforts.
Beginning in June, Touchpoint will be at it again - with an announcement
email about the prize-filled Weet-Bix winter promotion.
About Touchpoint
Touchpoint Limited is an independent New Zealand-owned company that
develops and provides digital marketing tools and solutions. Driven
by a group of online marketing and technology experts, Touchpoint
helps businesses build closer, more profitable customer relationships
by taking advantage of new and emerging digital channels, including
email, SMS text-messaging, interactive TV, and the Web.
For more information please contact:
Steve Shearman
Touchpoint Limited
64 9 353 6870
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