17 November 2008

2 minute read

Europe

Red meat marketing body Quality Meat Scotland is piloting a new method of advertising to targeted customers through amazon.com to maximise the value of their advertising spend.

The site uses Amazon’s sophisticated profiling systems to only serve the adverts to customers within Scotland who are interested in food products such as recipe books.

Interested customers are then able to click through the advert to scotchbeefandlamb.com where they can download an exclusive recipe book.

This has proved popular with consumers, with more than 60% of those clicking through to the site downloading the book, and the advert having a click through rate five times the average from the Amazon homepage.

Laurent Vernet, Head of Marketing for Quality Meat Scotland said: “Although internet marketing is easier to measure than traditional media, it’s notoriously difficult to get right. However, as we all know the internet is ubiquitous and is fast becoming a key medium for sales. These results certainly suggest we may be onto something.

“With slaughter numbers declining at the moment and the resulting decline in levy, it’s critical that we get best value from every pound spent on advertising.

“Although still a relatively minor channel for us, internet marketing gives us the opportunity to speak directly and exclusively to interested consumers, and anything that gives us this edge in a crowded market is worth investigating.”

The campaign has been running since October 20, and has been seen more than 934,000 times. It’s set to keep on serving up irresistible recipes until the end of the month, and QMS is now considering extending the campaign to also cover London consumers.

TheCattleSite News Desk