Jacobs & Clevenger:

Multichannel marketing rules of the road

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Solving today's multichannel challenge

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Making your point at every touch point

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{ BEST PRACTICES IN ACTION }

4 critical steps in a successful product launch



	1. Data collection

	2. Actionable segmentation

	3. Investment based contact strategy

	4. Messaging strategy

The National Restaurant Association Educational Foundation (NRAEF) faced a critical juncture. It was ready to launch the new edition of ServSafe®, the industry leading food safety training and certification program. But the market had grown considerably more competitive, and a revitalized brand image was needed that reflected the quality and leadership of the ServSafe Program.

The NRAEF utilized best practices in action to meet every challenge. Here are the four critical steps they followed to launch the new edition of ServSafe, and build a business-to-business marketing platform going forward.

Data collection
Most marketers do not have all the information available that they would like. This example will help highlight how to bridge the gap between the limited data you may have existing today and the optimal amount of data you wish your organization possessed.

The NRAEF did not have a customer-marketing database, but did have a transactional database containing information such as exam scores, class information and past purchases for various customers or students (those that took a training class). A combination of data sources were utilized to create the complete picture of customers. Leveraging data from several disparate sources is generally required from most marketers that have not yet invested in a marketing data mart. In this case, data sources included:

Customer data that was extracted from the transactional database.
Contact level and preference formation that was gathered via the frontline sales team.
Firmagraphics that were appended to the file from outside data sources and some segments of the file were televerified. Perfect contact level information seldom exists for most business-to-business companies because of the complexity in decision-making. Televerification is a technique frequently utilized to help populate contact level information.

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