Comments on: How to Drive Customers from a Yogurt Lid to a Website

By: Ladies Scarves

Ladies Scarves — Mon, 17 Mar 2008 16:32:41 +0000

Thanks Valerie for sharing your thoughts. I think this shows how can get repeated customers.

By: Holly Buchanan

Holly Buchanan — Tue, 26 Feb 2008 21:35:36 +0000

Great point Valerie,

You want your “point of action” to deliver the key message. In the case of the yogurt lid – Stonyfield does a great job of that.

For people like me – I’d like a little more information.

Also, I talk with many brand sites who are constantly asking, “how can we get more traffic to our site?” So I encourage them to look for opportunities to send customers to their site for specific information.

By: Valerie

Valerie — Tue, 26 Feb 2008 17:55:17 +0000

I think one thing you’re neglecting to mention is that the Stonyfield Yogurt container is designed/written in such a way that the environmental sustainability story is told, without having to direct consumers to a website. Yes, the website could be in a more prominent location (many times it’s on the underside of the lid), but my guess is that Stonyfield’s number one concern is converting customers while they’re standing in front of the dairy case. And as a side note – a previous lid campaign did covert me into a loyal customer. The campaign encouraged me to save my lids and use them to steer a donation from Stonyfield to one of three potential organizations. And their current campaign for a free book offer “Stirring it Up: How to Make Money and Save the World” keeps me coming back for more, not that I stopped eating their yogurt in between campaigns. That and the fact that Stonyfiled is local to me, practices what they preach as far as sustainability, is organic and the particular Stonyfield yogurt I consume has twice the calcium of other brands.

By: Matt Cohen

Matt Cohen — Mon, 25 Feb 2008 18:50:13 +0000

Even better: “Help us decide where to direct the 10%! Vote online at http://www.stonyfield.com/vote“