June 29, 2005
Purina boosting brand loyalty with Podcasts and Ringtones
The marketing strategy, rolled out in the past week, makes Nestlé Purina the latest among a handful of companies in the U.S. to try to market their brands by taking advantage of the increasing popularity of portable gadgets such as cellphones, iPods and BlackBerrys, reports the WSJ.
Consumers choose to receive the information by signing up on Purina's Web site, purina.com The aim is to build brand loyalty, not hound customers to purchase pet food. The services offered are:
-- Purina's podcasts -- sound files that listeners can download onto a portable music player such as an iPod -- will offer pet owners advice ranging from animal training to pet insurance.
-- Weekly tips sent to mobile devices will provide similar information, such as how a dog or cat can shed a few pounds.
-- Ringtones for cellphones. A selection of up to 5 ringtones including a meowing cat a barking dog as well as the Friskies "Feelin' Alright" jingle.
Purina is one of the first consumer packaged-goods companies in the U.S. to offer podcasting and wireless messages.
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