Power Direct Marketing


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PowerDirect Marketing Capabilities Presentation

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  • As this publication shows, the recession is driving a dramatic shift in consumer buying behavior. That in itself isn’t surprising. What is surprising is the potential implications for retailers. Including new and legitimate opportunities to influence consumers at home—before they go out to shop. List making and coupon redemptions are the newsworthy items here. FDM—with samples or circulars--presents a tremendous opportunity to reach and influence consumers while they’re deciding what to purchase. As I hope we’ve shown, PowerDirect has the experience, programs and specialized expertise to effectively partner with Alcone.
  • Power Direct Marketing

    1. 2. Front-Door Marketing “ A highly specialized and measurable discipline that uses creative, precisely targeted media to reach consumers in one of the last uncluttered environments — their front door .”
    2. 3. Meet — Integrated Front-Door Media and Marketing Services — — 10 years Front-door Marketing experience — — Category pioneer and innovator — — 2010 Inc.’s 500 | 5000 List of Fastest-Growing Private Companies in America — — Over 1,300 campaigns produced and delivered — — Broad ranging industry experience — — Preferred partner for nation’s top brands and agencies — — North American distribution —
    3. 4. Preferred and trusted by top national brands
    4. 5. Front-door Campaigns Die-cut Postcards Letters/Envelopes Scratch-off
    5. 6. New Consumer Buying Habits <ul><li>— As a results of the recession of 2009, 83% of consumers make purchase decisions at home 1 — </li></ul><ul><li>— Coupon redemptions are up nearly 20% from two years ago 2 — </li></ul><ul><li>— 64% of consumers rely on a list when shopping 1 — </li></ul><ul><li>— 40% align the list with coupons they have in hand 1 — </li></ul>Source: 1 Information Resources International October 2009 Times & Trends Report 2 couponinfonow.com
    6. 7. Our Solution An Integrated At-Home Approach Front-Door Media Targeted Direct Mail Real-Time Personalization (RTP) PowerSampling TM : Sample and Coupon Delivery PowerShopper TM Front-Door Polybag
    7. 8. Front-Door Media <ul><li>— Unique Jumbo Size: 17” tall x 5.5” wide — </li></ul><ul><li>— Fresh alternative to traditional media — </li></ul><ul><li>— High visibility generates outstanding recall potential and provides significant branding opportunity — </li></ul><ul><li>— Wide range of customizable options including special die-cut, scratch-off, affixed card, audio, taste strips, scents, etc. — </li></ul>
    8. 9. Targeted Direct Mail <ul><li>— Services include list acquisition, profiling, predictive modeling, statistical analysis, and database management — </li></ul><ul><li>— Uses consistent, accurate, and custom-modeled data — </li></ul><ul><li>— Packaged with efficient print prices to increase response rate and keep marketing costs down — </li></ul>
    9. 10. Real-Time Personalization (RTP)™ <ul><li>— Drive-to-web component for any front-door program — </li></ul><ul><li>— Generates personalized landing pages and targeted content — </li></ul><ul><li>— Builds a list of highly qualified responders for future remarketing opportunities — </li></ul>
    10. 11. PowerSampling™ <ul><li>— Fully integrated solution including front-end modeling and segmentation to post-campaign analysis — </li></ul><ul><li>— Influences behavior and stimulates trial — </li></ul><ul><li>— Includes cost-effective customization options such as bag design, overwrapping, sample/coupon insertion, marketing material design, and co-packaging — </li></ul>
    11. 12. PowerShopper™ <ul><li>— Weekly polybag program delivered to the best retail shoppers — </li></ul><ul><li>— Targets top 25% of retail shoppers — </li></ul><ul><li>— Delivers colorful, branded PowerShopper™ polybags to consumers on the weekend, the best shopping days — </li></ul>
    12. 13. Front-Door Marketing solves many marketing challenges — Traffic Generation — — Awareness/Branding — — Acquisition — — Retention — — Market Expansion — — Competitive Blunting — — New Product Launch — — Grand Openings — — Trial — — Loyalty —
    13. 14. Features and Benefits of Front-Door Marketing — Highly targeted medium — — Uncluttered setting — — Category exclusivity — — “ Must-touch” interactivity — — High visibility “mini-billboard” — — High production quality — — Measurable results (ROI) — — Versatile tool (DR, branding, Out-of-Home) —
    14. 15. The “Science” of Front-Door Marketing “ Tightly integrated blend of marketing expertise, proven direct-response methodologies , leading-edge monitoring and campaign metrics .” This combination is unique to PowerDirect
    15. 16. We create dynamic front-door campaigns. — Front-door marketing strategy — — Creative consulting (copy, design, offer) — Integration with client brand positioning and other media — Promotional ideas — — Partnerships — — Dynamic testing recommendations — Marketing
    16. 17. Creative Considerations <ul><li>What makes effective front-door creative </li></ul>Short, benefit -oriented headline Minimal copy Simple, powerful visual Strong, clear offer or call-to-action Company or brand logo and name On the Front
    17. 18. Creative Considerations <ul><li>What makes effective front-door creative </li></ul>Optional: Perforated coupon Mandatory: Clear offer details Complete contact information Mandatory: Legal Opportunity for additional marketing copy (brand message) On the Back
    18. 19. Factors Affecting Response <ul><li>— Market Conditions — </li></ul><ul><li>— Message and Offer — </li></ul><ul><li>— Creative — </li></ul><ul><li>— Targeting — </li></ul><ul><li>— Distribution (Quality and Quantity) — </li></ul><ul><li>— Product or Service Characteristics — </li></ul>
    19. 20. Dynamic Testing to Improve Response <ul><li>— Set up control vs. test cells to run simultaneously — </li></ul><ul><li>— Matched markets — </li></ul><ul><li>— Test individual variables — </li></ul><ul><li>Graphics, offer, message, target audience </li></ul>Front-door Media without Scratch-Off Front-door Media with Scratch-Off VS. Example
    20. 21. Methodologies Profiling I Targeting I Mapping Sophisticated geo-demographic and behavioral segmentation — Identifies ideal customer demographic and profile — Only quality data and segmentation sources Nielsen Claritas I Experian I MRI
    21. 22. Methodologies Profiling I Targeting I Mapping — Block-group analysis and targeting to identify best customers —
    22. 23. Methodologies Profiling I Targeting I Mapping — Visualizing market coverage — — Precise area mapping —
    23. 24. <ul><li>— Uniformed, certified crews — </li></ul><ul><li>— PDM signage with customer service number on auditor and delivery vehicles — </li></ul>Monitoring During Campaign I Post Campaign
    24. 25. Monitoring During Campaign I Post Campaign — Guaranteed delivery — — Multiple levels of in-field auditing — — GPS walker-level tracking — (A PowerDirect exclusive) Handheld GPS tracker
    25. 26. Monitoring During Campaign I Post Campaign — Geo-targeting and mapping with Google Earth —
    26. 27. Monitoring During Campaign I Post Campaign — PowerTrakker (client extranet) —
    27. 28. Monitoring During Campaign I Post Campaign Independent phone surveys indicate that consumers report: — High recall of receipt of a direct-to-door ad — — Strong recall and comprehension of marketer’s message and offer — — High intent to purchase/act on the offer —
    28. 29. Metrics — Cost per coupon redeemed — — Cost per inquiry — — Cost per sale — — Incremental traffic — — Increased visit frequency — — Increased average transaction value — Wide range of customizable measurements to fit your needs
    29. 30. Wendy’s Phone Survey Distribution Date: Survey Date: Markets: Research Interval: October 18 th – October 20 th October 19 th – October 22 nd Bartlett, IL; Streamwood, IL; Bolingbrook, IL; Romeoville, IL; Montgomery, IL Naperville, IL; Oswego, IL One to two days following delivery Research Topic Recall Receipt of Door Hanger Recall Product or Promotional Offer Redeem (Very or Somewhat Likely to Redeem or Already Redeemed) Percent of Respondents* 63.29% 57% 74% *Each result reflects a percentage of persons asked the question (base). Error rate of +/- 5%
    30. 31. Results & Success Stories <ul><li>— Home Depot — </li></ul><ul><li>Buy One, Get One Promotions: 100% sales increase for targeted products </li></ul><ul><li>— Old Navy — </li></ul><ul><li>Grand Opening Coupon Programs: New-market redemption rate of nearly 4% </li></ul><ul><li>— Ace Hardware — </li></ul><ul><li>Sweepstakes Program: 13% response rate </li></ul><ul><li>— CVS Pharmacy — </li></ul><ul><li>Coupon Promotion: 7% sales increase </li></ul><ul><li>— Union Bank — </li></ul><ul><li>Checking Promotion: 3% conversion rate </li></ul><ul><li>— Kohl’s — </li></ul><ul><li>Gift Card Program: 6% redemption rate </li></ul>
    31. 32. How We Can Integrate with You <ul><li>— Partner at the Front Door — </li></ul><ul><li>Deep retail and brand experience/sensitivities </li></ul><ul><li>— Dovetail with Existing Efforts — </li></ul><ul><li>Leverage data and tactics with precision to support overall objectives </li></ul><ul><li>— Effectively and Efficiently Scale — </li></ul><ul><li>Deliver a large and/or select audience with block group refinement </li></ul><ul><li>— Perform and Pay-out — </li></ul><ul><li>Highly accountable, impactful consumer engagement </li></ul>
    32. 33. Contact Barry Gilbert at bgilbert @ powerdirect.net