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At most 5K and 10K races around the country, there's an overhead banner marking the finish line. In Des Moines and Kansas City, runners need only look for the pale yellow Anderson Erickson Dairy truck.
By now, every race organizer within AE's serving area surely has the dairy's phone number memorized--they know the dairy can be counted on for a donation of fruit drinks and yogurt. AE, you see, never misses a chance to associate its name and products with healthy living. And sponsoring athletic events is just the beginning.
This year, AE introduced "Good Moos," a quarterly direct mail newsletter that promises "news and information on dairy nutrition that will move you to a lifetime of health." A desktop publishing system allows AE to customize each two-page issue for specific audiences. The latest edition, for example, had two versions: one targeting consumers and one for…
Source: HighBeam Research, Right on target: AE uses carefully aimed advertising, promotions and...