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How PowerDirect Delivers Results
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How PowerDirect Delivers Results

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Learn how front-door marketing reaches and engages consumers through one of the last uncluttered environments--the front door.

Learn how front-door marketing reaches and engages consumers through one of the last uncluttered environments--the front door.


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  • 1. Front-Door Media and Marketing ServicesMarketing Profiling Targeting Mapping Monitoring Metrics 1
  • 2. Front-Door Marketing“A highly specialized and measurable discipline that uses creative,precisely targeted media to reach and engage consumers through 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 CampaignsDie-cut Scratch-off Letters/Envelopes Card Affixed 5
  • 6. New Consumer Buying Habits — As a result of the recession of 2009, 83% of consumers make purchase decisions at home1 — — Coupon redemptions are up nearly 20% from two years ago 2 — — 64% of consumers rely on a list when shopping 1 — — 40% align the list with coupons they have in hand 1 —Source: 1 Information Resources International October 2009 Times & Trends Report 2 www.promotionsinfonow.com/coupons, Inmar, Inc., 2011 6
  • 7. Front-Door Media ProductsPowerHangers™ PowerShopperTM PowerPersonalization™ PowerSamplingTM Specialty Co-Op Polybag Online Lead Generation Sample and CouponFront-Door Media Program Delivery 7
  • 8. PowerHangers™— Unique Jumbo Size: 17” tall x 5.5” wide — — Fresh alternative to traditional media —— High visibility generates outstanding recall potential and provides significant branding opportunity — — Wide range of customizable options including special die-cut, scratch-off, affixed card, audio, taste strips, scents, etc. — 8
  • 9. PowerPersonalization™ — Drive-to-web component for any front-door program —— Generates personalized landing pages and targeted content — — Builds a list of highly qualified responders for future remarketing opportunities — 9
  • 10. PowerSampling™— Fully integrated solution including front-end modeling and segmentation to post- campaign analysis —— Influences behavior and stimulates trial — — Includes cost-effective customization options such as bag design, overwrapping, sample/coupon insertion, marketing material design, and co-packaging — 10
  • 11. PowerShopper™ — Weekly polybag program delivered to the best retail shoppers — — Targets top 25% of retail shoppers —— Delivers colorful, branded PowerShopper™ polybags to consumers on the weekend, the best shopping days — 11
  • 12. Front-Door Marketing solvesmany marketing challenges — Traffic Generation — — Awareness/Branding — — Acquisition — — Retention — — Market Expansion — — Competitive Blunting — — New Product Launch — — Grand Openings — — Trial — — Loyalty — 12
  • 13. Features and Benefits of Front-Door Marketing — Features — — Benefits —• Highly targeted medium • Reaches best prospects• Solo delivered • Uncluttered setting• “Must-touch” interactivity • Category exclusivity• High visibility “mini-billboard” • Immediate message delivery• High production quality • Measurable results (ROI)• Creative flexibility • Branding and direct response vehicle 13
  • 14. 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 14
  • 15. Marketing 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 — 15
  • 16. Creative Considerations What makes effective front-door creative On the Front Simple, powerful visualShort, benefit -oriented headline Minimal copyStrong, clear offer or Company or brand call-to-action logo and name 16
  • 17. Creative Considerations What makes effective front-door creative On the BackOpportunity for additional marketing copy (brand message) Complete contact Optional: information Perforated coupon Mandatory: Clear offer details Mandatory: Legal 17
  • 18. Dynamic Testing to Improve Response — Set up control vs. test cells to run simultaneously — — Matched markets — — Test individual variables — Graphics, offer, message, target audience Example Front-door Media Front-door Media without Scratch-Off VS. with Scratch-Off 18
  • 19. Factors Affecting Response — Market Conditions — — Message and Offer — — Creative — — Targeting — — Distribution (Quality and Quantity) — — Product or Service Characteristics — 19
  • 20. Methodologies Profiling I Targeting I MappingSophisticated geo-demographic and behavioral segmentation — Identifies ideal customer demographic and profile — Only quality data and segmentation sources Nielsen Claritas I Experian I MRI 20
  • 21. Methodologies Profiling I Targeting I Mapping— Block-group analysis and targeting to identify best customers — 21
  • 22. MethodologiesProfiling I Targeting I Mapping — Visualizing market coverage — — Precise area mapping — 22
  • 23. Monitoring During Campaign I Post Campaign — Uniformed, certified crews —— PDM signage with customer service number on auditor and delivery vehicles — 23
  • 24. MonitoringDuring Campaign I Post Campaign — Guaranteed delivery — — Multiple levels of in-field auditing — — GPS walker-level tracking — (A PowerDirect exclusive) Handheld GPS tracker 24
  • 25. MonitoringDuring Campaign I Post Campaign — Geo-targeting and mapping with Google Earth — 25
  • 26. MonitoringDuring Campaign I Post Campaign — PowerTrakker (client extranet) — 26
  • 27. 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— 27
  • 28. MetricsWide range of customizable measurements to fit your needs — Cost per coupon redeemed — — Cost per inquiry — — Cost per sale — — Incremental traffic — — Increased visit frequency — — Increased average transaction value — 28
  • 29. Wendy’s Phone SurveyDistribution Date: October 18th – October 20thSurvey Date: October 19th – October 22ndMarkets: Bartlett, IL; Streamwood, IL; Bolingbrook, IL; Romeoville, IL; Montgomery, IL Naperville, IL; Oswego, ILResearch Interval: One to two days following delivery Research Topic Percent of Respondents* Recall Receipt of Door Hanger 63.29% Recall Product or Promotional Offer 57% Redeem (Very or Somewhat Likely to Redeem or Already Redeemed) 74% *Each result reflects a percentage of persons asked the question (base). Error rate of +/- 5% 29
  • 30. Results & Success Stories — Home Depot — Buy One, Get One Promotions: 100% sales increase for targeted products — Old Navy —Grand Opening Coupon Programs: New-market redemption rate of nearly 4% — Ace Hardware — Sweepstakes Program: 13% response rate — CVS Pharmacy — Coupon Promotion: 7% sales increase — Union Bank — Checking Promotion: 3% conversion rate — Kohl’s — Gift Card Program: 6% redemption rate 30
  • 31. How We Can Integrate with You — Partner at the Front Door — Deep retail and brand experience/sensitivities — Dovetail with Existing Efforts —Leverage data and tactics with precision to support overall objectives — Effectively and Efficiently Scale — Deliver a large and/or select audience with block group refinement — Perform and Pay-out — Highly accountable, impactful consumer engagement 31
  • 32. Front-Door Media and Marketing Services Thank You! Questions?Marketing Profiling Targeting Mapping Monitoring Metrics
  • 33. APPENDIX 33
  • 34. Broad Category ExperienceQSR Telecommunications Wine & Spirits Financial Computers 34
  • 35. Broad Category ExperienceCPG Retail Healthcare Multicultural Insurance 35
  • 36. Die cuts get your attention! Purpose: New product launch Media: Die Cut DH Region(s): Southeast Targeting: High grocery $, families, breakfast $ around participating locations Offer: Try them free! One free bag (18 or 24 count) 36
  • 37. Create a lasting impression! Purpose: Build brand awareness in college towns Media: Thick stock DH with dry erase coating Region(s): Nationwide Targeting: Dorms and areas surrounding college campuses Offer: Pure brand awareness 37
  • 38. Get help with the bill!Purpose: Drive consumers to Wal-Martto purchase Hillshire Farm Deli productsMedia: Small DHRegion(s): SouthwestTargeting: Hispanic, $ Deli meats,FamiliesOffer: $1 off any package of HillshireFarm’s lunchmeat 38
  • 39. Hola, me llamo Albertsons! Purpose: Multi-cultural program used to build traffic for in store MoneyGram locations Media: Standard DH Region(s): West Targeting: Hispanic, $ Grocery, Distance to location, Families Offer: Money transfer for only $7 39
  • 40. Make the most of your space! Purpose: Drive traffic to mall Media: 4 panel DH with 27 individual coupons Region(s): West Targeting: Income, $ mall related expenditures Offer: 27 individual offers from tenants 40
  • 41. Where am I going to find that…?Purpose: Product awarenessMedia: Small DHRegion(s): Heavy Hispanic marketsTargeting: Hispanic, $ camera andrelated equipmentOffer: Come see the new Casiocameras 41
  • 42. We’re here or we’re baaaaaack! Purpose: Grand Opening Media: Standard DH Region(s): Local Targeting: Income, $ Apparel and Families Offer: Extra 20% off Sale and Clearance items 42
  • 43. We would be happy to see you at 4AM!Purpose: Drive traffic for Black FridayMedia: Standard DH with 2 perforatedcouponsRegion(s): MidwestTargeting: Income, Families and $ ApparelOffer: $10 of purchase of $25, extra 15%off sale and clearance items 43
  • 44. Direct the shopping migration! Purpose: Spring event push Media: 4 panel DH with perforated coupon Region(s): Nationwide Offer: $10 off $20, extra 15% off with application to credit card 44
  • 45. Make an impression on your first day! Purpose: Drive apparel traffic Media: Standard DH with coupon Region(s): Nationwide Targeting: Income, age and $ apparel Offer: $10 off $20 purchase 45
  • 46. New store format! Purpose: Introduce smaller Petco stores Media: Die Cut DH with coupon Region(s): East Targeting: Income and $ Pet Supplies Offer: $5 of $25 purchase 46
  • 47. From Peechees to Pencils!Purpose: Drive traffic to new locationMedia: Standard DH with couponRegion(s): SouthwestTargeting: Income and $ office suppliesOffer: $10 off $20 purchase 47
  • 48. Where college students live! Purpose: Awareness for Droid Incredible Media: Standard DH Region(s): Nationwide Targeting: Select college campuses Offer: None 48
  • 49. Scratch-off components are engaging! Purpose: Drive traffic Media: Standard DH with scratch off Region(s): Southwest Targeting: Hispanic, Income and $ electronics Offer: Scratch and win component 49
  • 50. Home is where the heart is!Purpose: Build awareness and drive trafficMedia: Standard DHRegion(s): SoutheastTargeting: Income, HH value and $ Homefurniture and furnishingsOffer: 25% off purchase or 48 months nointerest 50
  • 51. Take back what is yours! Purpose: Drive traffic from competitive areas Media: Standard DH with coupon Region(s): Southwest Targeting: $ grocery within neighborhoods shared with competitors Offer: 10% off next shopping trip 51
  • 52. Nice to see you again…and again…! Purpose: Announce remodeled store Media: Standard DH with multiple, timed coupons Region(s): Midwest Targeting: Income, $ grocery and families Offer: Time tiered coupons 52
  • 53. Nice to KNOW you!Purpose: Grand openingsMedia: Bag die cut DHRegion(s): NationwideTargeting: Income and $ homefurnishingOffer: Enter to win $1,000shopping spree 53
  • 54. I can get THAT, THERE?! Purpose: New product awareness Media: Standard DH Region(s): Nationwide Targeting: Income, age and $ Computers Offer: Awareness 54