Heinz has created a consumer website for all its brands for the first time, making the internet central to its marketing strategy. As Ravi Chandiramani writes on Brand Republic, Heinz has decided to launch HeinzOffers.co.uk to sign-up consumers for opt-in newsletters advertising special offers and discounted prices.
The new Web site has been developed by Swamp.
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I don’t think that Heinz has managed to grasp how web marketing works — all we see on this site are examples of traditional marketing thinking applied to the web.
Internet users won’t be impressed by being greeted with a lenghty form on the first page; they certainly won’t take the time to fill it out if they don’t see the value in the exchange…
If Heinz *really* want to be innovative with web marketing, they should create business weblogs. See http://www.mediajunk.com/public/archives/000194.html