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Fishbowl Direct Complements Retention Marketing eMail Services
with Products to Acquire New Trial Customers

Fishbowl(R), a full-service marketing company for the hospitality
industry, today announced that it now offers a complete turnkey direct
mail service for restaurants, Fishbowl Direct(SM), designed to build
new guest traffic in local markets. Iconoculture 's
clients include a wide range of brand and industry leaders such as Wal-Mart,
Ford Motor Company , General Mills, Kimberly-Clark, Pfizer, Leo Burnett,
McCann-Erickson and DDB.

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For more
information on Fishbowl, call 703-836-3421, x.

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com

Fishbowl is a registered trademark of Fishbowl, Inc. "The new advanced search features make it easier for our team to
uncover relevant trends and conduct analysis in order to answer strategic or
tactical questions and gain deeper consumer understanding.

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By bringing guests into the
restaurant for the first time, Fishbowl Direct increases diner trial
revenues and delivers a foundation for building long-term customer
relationships through ongoing email relationship marketing with
Fishbowl Guest Loyalty(SM). Fishbowl Direct
services include:

Pre-mailing analysis of an existing email or customer lists
for customer profile development

Oversized 4-color postcard design and printing, on demand

Low starting minimums perfect for localized marketing

Targeted list selection based on mileage and target
demographics

Laser addressing and mailing

Redemption tracking and campaign reporting

Post-mailing response using Prizm analysis improves subsequent
mailings

The ease of offering store level or chain-wide direct mail with a
turnkey service makes the Fishbowl offering the best solution for
chains and local store marketing.

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Fishbowl Introduces Fishbowl Direct - a Turnkey Direct Mail Service for Chain and Independent Restaurants

Business Editors/Travel + Hospitality Writers

ALEXANDRIA , Va.

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"
Through a unique observational research approach, Iconoculture's team of
Consumer Strategists translates the "why" behind consumer behavior enabling
the development of products and services better tailored to changing consumer
needs.

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Its four-part
direct mail series supports mailings on trial offers, new movers, new
store openings, and holiday party bookings and more. The combination of integrated direct mail and email
loyalty marketing delivers a one-two punch for new customer
development and retention.

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About Fishbowl

Alexandria , VA-based Fishbowl is the leader in innovative
marketing programs for the hospitality industry. Enhanced consumer intelligence platform and advisory services deliver
comprehensive view of consumers

MINNEAPOLIS, Developing successful products,
services and messages for today's elusive consumers demands relevant consumer
insight to guide strategic marketing decisions . Iconoculture enables business growth and
innovation, using a unique observational research approach and translation
capabilities of world-class researchers and strategists.

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Using this "local direct marketing-in-a-box" program,
restaurants build a qualified database of responsive customers by
market and effectively expand their postal customer lists.
The new streamlined platform is designed to better reflect how clients
work and use information to uncover consumer motivations and values that
stimulate growth and innovation.

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"We have taken the mystery of out local
marketing for restaurants - together, Fishbowl Direct and Guest
Loyalty identifies potential guests and drives them in the store for
the first time using creative, compelling printed direct mail, and
then keeps them coming back through personalized email communications
that build frequency.

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Fishbowl provides
services to over 7,000 units in 125+ restaurant chains. Iconoculture, the leader in
strategic consumer advisory services, announces the latest release of
Iconoculture Online(TM), an online consumer intelligence platform that
delivers real-time consumer trend research, analysis and reports to a
fast-growing subscriber base.

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About Iconoculture
Iconoculture, the leader in strategic consumer advisory services, delivers
consumer understanding to marketing decision makers at Fortune 1000 companies ,
their agencies and their advisors.

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The post-analysis of responders
allows us to pursue follow -on mailings that achieve even higher
responses rates ranging from 5-10% (depending on offer and other
variables). Iconoculture reports and analyzes emerging and mainstreaming consumer
trends and observations across multiple industry verticals and all
demographics, providing marketers with a "360 degree view " of consumers.
Initially launched in 1992, Iconoculture serves over 200 blue-chip clients
in a wide variety of industries including food, beverage, financial services,
consumer products, travel and leisure, automotive, retail and health care.

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Based on extensive client feedback and
review, the site redesign includes a new, more powerful search function, a
unified database that serves up twice the amount of consumer content compared
to the previous platform, content that spans multicultural demographics and
key industry segments and allows for quicker, easier access to information.
"With Iconoculture's approach, the consumer's perspective can be
integrated into clients' marketing , product development, research, planning,
branding, merchandising, advertising and retail initiatives well before
launch, ensuring they are on target and take into account important cultural
trends that influence consumer adoption," stated Jim Riesterer, Vice President
of Marketing, Iconoculture .

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Fishbowl Direct is a turnkey service that provides high impact,
actionable direct mail campaigns targeted at new restaurant customers,
with minimal time or supervision by the restaurant.

Iconoculture Introduces Faster Way to Gain Consumer Insights Access to Emerging Trends

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Fishbowl 's flagship
email loyalty platform helps restaurants identify their customers
through data capture and hosting and while providing email-based
relationship marketing promotions and campaigns.fishbowl .

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"Now restaurants have a complete customer acquisition and
retention service that is both fast and simple to implement," said
Scott Shaw, CEO of Fishbowl. Other brand
and product names are trademarks of their respective companies.
"Iconoculture's enhanced website has a clean look and intuitive layout,
which allows me to effortlessly find the information that I need and saves me
time," said Jeff Heine, Director of Customer Strategy for Carlson Hotels
Worldwide.

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An enhanced offering includes online ordering which enables
restaurant general managers or franchisees the ability to securely log
on to a branded web site, select a corporate-approved design template,
and the geographical region for the list rental-all with the touch of
a mouse.

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