1
2007 Brand Plan
2
Category stats
• Channel: catalog industry is ~$143 billion business; 90 billion is consumer, 53 billion is B-to-
B. Sal...
3
On to 2007: Key Objectives and Strategies
Objective 1: Drive the core business
• Increase circulation
• Increase revenue...
4
Objective 1: Drive the core business
Opportunity:
Grow catalog business and
expand our relationship
with existing consum...
5
Strategy 1: Increase Circulation
Tactics:
1. Analyze house file to find like names
2. Participate in co-op databases to ...
6
Tactic: Analyze house file to find like names
Description:
• Develop analysis of catalog buyers to determine what charac...
7
Strategy 2: Increase revenue of existing books
Tactics:
1. Optimize website to improve performance in search engines
2. ...
8
Strategy 3: Leverage consumer insight
Tactics:
1. House file analysis
2. Book analysis
3. Testing matrix-books and seaso...
9
Objective 2: Exploit new opportunities
Opportunity:
Cast a wider net
Goal 2:
Diversify catalog portfolio
Strategies:
1. ...
10
Strategy 1: Launch new books
Tactics:
1. Enthusiast book
2. Boomer book
3. Women book
Rationale:
Enthusiast segments ha...
11
Priorities1. Participate in co-op database
2. Optimize website for search
3. Catalog in every package sent
4. House fil...
12
Testing 2007
Testing
New Books Enthusiast Women Boomer
Seasonality Apparel
Spring vs.
Holiday
Prospect
Winter vs.
Holid...
13
Catalog Revenue Forecast 2007
0
2
4
6
8
10
12
14
16
Brand A Brand B apparel Prospect btob enthus women Boomer
2006 2007...
14
Circulation, Revenue, Cost and ROI- detail
2006 Brand A Brand B Apparel Prospect B to B total or average
Circ (millions...
Catalog Production + Drop
Calendar 2006-2007
Jan
2006
Feb March April May June July August Sept Oct Nov Dec
Jan
2007
Feb M...
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Brand plan presenataion

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  • If we can activate 2.5% of our older names (4million) and they respond at slightly less than typical (.45%) and have a lower average order of $300 then we can see a typical ROI of 4.5
  • Brand plan presenataion

    1. 1. 1 2007 Brand Plan
    2. 2. 2 Category stats • Channel: catalog industry is ~$143 billion business; 90 billion is consumer, 53 billion is B-to- B. Sales in DR have grown ~10% yoy, double that of retail and is expected to grow 7% annually over the next 5 years. • Consumer: consumer profiles for catalog (as distinct from all of direct) are wealthy. Our largest segment (%) comes from “Summit Estates”, with net worth $2mm+, is married, has school age kids and lives in “city and surrounds”. This is a different profile from our typical Brand b direct consumer • Competition: We have no direct competitor in the catalog industry. Our closest competitors are Brookstone, firstSTREET, Frontgate, Sport’s preferred living and Sharper image...we will have apparel catalog competition • Multi-channel Synergies: – -Consumers who receive catalogs are more likely to become multi-buyers online resulting in 15% more transactions and spend 16% more than those who don’t receive a catalog -Of all catalog orders, 43% are processed via telephone and 33% are completed online – Source: DMA multi-channel marketing report 2005, DMA state of the industry and e-commerce report 2004
    3. 3. 3 On to 2007: Key Objectives and Strategies Objective 1: Drive the core business • Increase circulation • Increase revenue of existing books • Leverage consumer insight • Use catalogs as vehicle to disseminate loyalty programs Objective 2: Exploit new opportunities  Launch new books Objective 3: Increase brand relevance • Provide education to consumers • Test new product ideas Objective 4: Leverage Institute • Leverage Institute “content” • Utilize trainer network
    4. 4. 4 Objective 1: Drive the core business Opportunity: Grow catalog business and expand our relationship with existing consumers Goal 1: X million in revenue across all books Strategies: 1. Increase circulation 2. Increase revenue of existing books 3. Leverage consumer insight 4. Use catalogs as vehicle to disseminate loyalty programs
    5. 5. 5 Strategy 1: Increase Circulation Tactics: 1. Analyze house file to find like names 2. Participate in co-op databases to add names 3. Purchase more lists 4. Mail to X and Enthusiasts names 5. Test and expand print advertising 6. Purchase keywords Rationale: We maximize what’s working and apply this model to bigger universe of names...our universe gets bigger
    6. 6. 6 Tactic: Analyze house file to find like names Description: • Develop analysis of catalog buyers to determine what characteristics they share – Develop models based on our current catalog customers – Use model to activate names within our inactive and requestor files Consumer / Customer Target: • Direct customers who are catalog shoppers • Launch Date / In Market Date: March, 2007 Budget: $X Description Q1 Q2 Q3 Q4 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Activation Modeling 30000 Cross functional team requirements: brand b – specifically marketing analyst ROI: 4.5
    7. 7. 7 Strategy 2: Increase revenue of existing books Tactics: 1. Optimize website to improve performance in search engines 2. Leverage promotions and special offers 3. Test and expand email campaigns 4. Expand shipping options 5. Include catalog in all product orders Rationale: Leverage what we already own and sweeten the deal for consumers. Use our expertise in DR media to drive more volume
    8. 8. 8 Strategy 3: Leverage consumer insight Tactics: 1. House file analysis 2. Book analysis 3. Testing matrix-books and seasonality Rationale: Find out who’s buying, what they are buying and when they buy. Allows us to match up consumers with what they need, when they need it.
    9. 9. 9 Objective 2: Exploit new opportunities Opportunity: Cast a wider net Goal 2: Diversify catalog portfolio Strategies: 1. Launch new books
    10. 10. 10 Strategy 1: Launch new books Tactics: 1. Enthusiast book 2. Boomer book 3. Women book Rationale: Enthusiast segments have much in common. Will have the ability to target and analyze brand a consumers. Will target boomers with a brand they know and trust Get our feet wet with female segment-learn from this
    11. 11. 11 Priorities1. Participate in co-op database 2. Optimize website for search 3. Catalog in every package sent 4. House file analysis 5. Expand shipping options 6. Testing matrix and seasonality 7. Test and expand email 8. Launch women’s catalog 9. Launch boomer catalog 10. Purchase more lists 11. Leverage special offers 12. Purchase keywords 13. Print advertising 14. Utilize trainer network 15. Launch enthusiast catalog 16. Develop educational copy 17. Offer relevant product to our customers
    12. 12. 12 Testing 2007 Testing New Books Enthusiast Women Boomer Seasonality Apparel Spring vs. Holiday Prospect Winter vs. Holiday Brand B Winter vs. Holiday Brand A Winter vs. Holiday Book Vs. Book Brand A vs. Brand B Holiday Offers 12 months SAC vs. 6 months SAC Customer loyalty-rewards Free shipping Tiered offers/discounts
    13. 13. 13 Catalog Revenue Forecast 2007 0 2 4 6 8 10 12 14 16 Brand A Brand B apparel Prospect btob enthus women Boomer 2006 2007 Brand A Brand B Apparel Prospect B to B Enthusiast Women Boomer Total 2006 4.4 2.2 0.94 0.51 4 0 0 0 12.05 2007 3.87 5.09 1.88 2.05 6.4 0.84 2.25 1.21 22.38 totals 8.27 7.29 2.82 2.56 10.4 0.84 2.25 1.21 35.64
    14. 14. 14 Circulation, Revenue, Cost and ROI- detail 2006 Brand A Brand B Apparel Prospect B to B total or average Circ (millions) 1.80 0.90 0.50 0.50 0.25 3.95 Reponse Rate 0.59 0.59 1.50 0.25 0.40 0.67 AOV ($) 411.00 411.00 125.00 411.00 4000.00 Cost/book ($) 0.72 1.10 1.10 0.90 1.10 0.98 Cost ($) 1.30 0.99 0.55 0.45 0.22 3.51 ROI ($) 3.38 2.22 1.71 1.14 21.82 6.05 Revenue (millions) 4.40 2.20 0.94 0.51 4.00 12.05 2007 Brand A Brand B Apparel Prospect B to B Enthusiasts Women Boomers tot or avg Circ (millions) 1.60 2.10 1.00 2.00 0.40 0.80 0.50 0.50 8.90 Response rate 0.59 0.59 1.50 0.25 0.40 0.60 1.50 0.59 0.75 AOV ($) 411.00 411.00 125.00 411.00 4000.00 300.00 300.00 411.00 Cost/book (S) 0.70 1.05 1.05 0.75 1.05 1.00 1.10 0.72 0.93 Cost($) 1.12 2.10 1.05 1.50 0.42 0.80 0.55 0.36 7.90 ROI ($) 3.46 2.42 1.78 1.36 22.85 1.05 4.09 3.36 5.05 Revenue (millions) 3.87 5.09 1.88 2.05 6.40 0.84 2.25 1.21 23.59
    15. 15. Catalog Production + Drop Calendar 2006-2007 Jan 2006 Feb March April May June July August Sept Oct Nov Dec Jan 2007 Feb March April May June July August Sept Oct Nov Dec drop1 drop2 drop2 Production Apparel Fall Production B to B Holiday drop 1 drop 1 drop 2 drop 2 drop 2 drop 3 drop 3 Production Prospect Holiday Production Brand A Holiday Production Brand B Holiday Pro Winter Brand B Winter B to B Winter Boomer Winter Prospect Winter B to B Winter Brand B Spring Boomer Winter Enthusiast Spring Apparel Spring Brand B Holiday Brand A Holiday drop1 drop2 drop3 Apparel Holiday Prospect Holiday drop1 drop2 B to B-Fall Enthusiast Holiday Women Holiday = Drops = Production schedule; Brand Brand B to B Apparel Boomers Enthusiasts Prospect Women Brand A Winter

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