Coca-Cola Offers Restaurant Customers New Digital Marketing Solutions Powered by Fishbowl
As Foodservice Industry Goes Digital, Coca-Cola Offers Thought Leadership
and Data-Driven Solutions for Attracting and Engaging Guests
ATLANTA, Feb. 18, 2015 – Digital technologies are transforming nearly every aspect of life, including the way we dine. As restaurants move into the digital age, they need more real-time data to inform – and tools to execute – their digital strategies. Coca-Cola is offering a new portfolio of research and solutions that can empower customers to face these challenges, enabling them for success.
As foodservice clients go digital, many grapple the same questions: ‘Is our promotion strategy as effective as it could be?’ ‘How can we leverage digital to grow our guest loyalty program and drive traffic?’ ‘How can we acquire and engage with guests using digital solutions?’
“At Coca-Cola we always strive to be our customers’ most valued partner,” said Scott Mulkey, Vice President, Foodservice Customer Marketing, Coca-Cola North America. “Now we are taking our commitment a step further with pioneering research and solutions designed to keep our customers ahead of the curve.” According to a joint study of marketing decision makers commissioned by Coca-Cola and digital marketing solutions provider Fishbowl, marketing budgets are shifting toward digital. Yet 48 percent of marketers lack resources and 51 percent struggle to understand the ROI of their marketing efforts. To address these challenges and further provide value to customers, Coca-Cola assembled a portfolio of business-driving digital solutions, powered by Fishbowl. The portfolio will provide valuable insights to Coca-Cola customers, as well as tools for achieving success in the areas of guest acquisition and engagement.
The first element of value available to Coca-Cola customers is a playbook of insights, case studies and best practices to inform customers as they develop their digital strategies. In October 2014, Coca-Cola and Fishbowl jointly presented some of these new insights in a Coke Solutions Customer Insights Webinar titled “How Guests and Restaurants are Using Digital Marketing.” This May, attendees at the National Restaurant Association’s Marketing Executives Group Conference will get to hear more from Coca-Cola and Fishbowl about how to apply these insights for marketing success in the foodservice industry. Coca-Cola will also feature new digital guest insights during its June Customer Insights Webinar event.
Coca-Cola is also offering a portfolio of new tools to help its restaurant customers grow their email marketing programs and attract new guests. This exclusive portfolio will offer email acquisition options as well as the ability to drive email list growth from the My Coke Rewards® universe of 23 million members. For the first time ever, My Coke Rewards® members will be able to take advantage of great restaurant offers from Coca-Cola’s foodservice partners through a Fishbowl-powered solution.
Centered on driving consumer engagement, Fishbowl’s Promotions Manager is a powerful marketing solution available exclusively to Coca-Cola customers and is designed to close the loop on promotional marketing. Foodservice operators are often challenged to assess the effectiveness of their promotional marketing and need the insights to make informed decisions. Promotions Manager enables operators to create, distribute, manage and analyze promotional performance across both digital and traditional channels.
Restaurants that are interested in learning more about Coca-Cola’s new digital marketing solutions and how they can drive success for their business should speak to their individual Coca-Cola account representatives.