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 e-mail to educate prospects about Peapod’s services.
TDMI will also develop electronic newsletters, e-mail, 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.”