Selection as the core idea
Dialogue and content play an important role in Sélection's communication strategy. To achieve this, Exxtra opted for a cross-media approach.
Dialogue and content play an important role in Sélection's communication strategy. Exxtra chose a cross-media approach for this, and the new advertisements also provide an insight into the production process with authentic reportage photos. The carrier media for these were selected very carefully, qualitative criteria were rated higher than pure performance values, explains Stefan Erhart from the Exxtra agency. A similarly critical approach was taken when selecting the websites for the banners, in which the production process is shown in the form of animated photo reports. A media cooperation with Saisonküche provides monthly reports on the producers and the matching recipes with Sélection products. Facts prepared for the mediaThe Sélection website is the information platform of Migros Sélection and contains all the facts, which in turn are prepared for the media. In addition to product information, all tasting dates can also be found there. The website is therefore also an important platform for dialog measures. An e-newsletter reports regularly on the latest news about Sélection.
However, potential and active customers are also contacted in the traditional way. For example, a carrier bag was sent to 50,000 potential Migros premium customers for the launch, with a gentle invitation to fill it with the new Sélection products in-store. Almost half of those contacted responded to the call. In January, Sélection thanked the 10,000 best customers by mailing them a small personal gift, a Sélection bistro apron. This was promptly acknowledged with several hundred letters of thanks from the recipients.
A series of tastings were held in several Migros stores in time for the Easter holidays. At the same time, a product brochure with all the new products was available in the stores. The new products are presented in parallel on the Migros online portal and in strip advertisements in the Migros magazine.
Luca Aloisi
However, potential and active customers are also contacted in the traditional way. For example, a carrier bag was sent to 50,000 potential Migros premium customers for the launch, with a gentle invitation to fill it with the new Sélection products in-store. Almost half of those contacted responded to the call. In January, Sélection thanked the 10,000 best customers by mailing them a small personal gift, a Sélection bistro apron. This was promptly acknowledged with several hundred letters of thanks from the recipients.
A series of tastings were held in several Migros stores in time for the Easter holidays. At the same time, a product brochure with all the new products was available in the stores. The new products are presented in parallel on the Migros online portal and in strip advertisements in the Migros magazine.
Luca Aloisi
