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  1. 1. Date: March 16, 2005 For: The Home Enterainment Co. Mike Zazanis By: Rich Wilhelm (301)495-7733 x25 [email_address]
  2. 2. AN ADVERTISING OPPORTUNITY Mike: There are hundreds of ways to get your message out there and we both know only a few have decent payoff in Return On Investment. Word-of-mouth IS the best advertising. The second best advertising is to place your message alongside story-content that is perfectly complementary to your product. That’s smart advertising as long as it reaches your target market. Let me tell you how I can accomplish that goal. I have been partnering with clients and developing advertising solutions in TV, radio and print since 1996. I take good care of my clients!
  3. 3. … YOU NEED TO HAVE A GOAL to reach for
  4. 4. Give me a goal to work on: <ul><li>Make the ad response-oriented: (call-to-action = calls each month) </li></ul><ul><li>Position The Home Entertainment Co. as the action vehicle to take the homeowner to the next level in joy, relaxation, control & leisure </li></ul><ul><li>IF I spend THIS much, I need # of calls & this # of sold clients. </li></ul>
  5. 5. STRATEGY THE PAPER Once we declare some goals, I will use the pictures, geographic choice of zones, size of the ad to get you in front of the right homeowners. Use of tactics like Front Cover “lead-in” ads will work to ensure the ad is “found.” A strategic position like p.2-7 range will further ensure success . At 11 months per year, your message can achieve frequency without a fortune in outlay. The ad should not be too text-laden, so as to not spoon-feed well-educated area homeowners who will seek more research on the web at the time of call. One great home entertainment picture is probably all we need. THE MAGAZINE The Home Entertainment Co. belongs in the Magazine only if the McLean-Bethesda area of the highest household income is to be targeted. Placement needs to be strong too: alongside the plasma screen article while the need is being stroked in the homeowner.
  6. 6. WHAT WE KNOW: The Home Entertainment Co. <ul><li>The Home Ent. Co. targets the highest income strata: homeowners who can afford expenditures of $20-$50K to a home theatre </li></ul><ul><li>The Home Ent. Co. has plenty of references from residential clients </li></ul><ul><li>Mike has 30 years of experience building audio system solutions </li></ul><ul><li>The Home Ent. Co. is a CEDIA member: technicians certified to install the latest technology in home entertainment & home automation </li></ul><ul><li>Reception (Ellen) knows how to handle the homeowner call-in…leads are well taken care of. </li></ul><ul><li>Building a home entertainment system is part art; part science! </li></ul>
  7. 7. “ DELIVERY”…to the target <ul><li>MAILED to 315,000 SINGLE FAMILY homes </li></ul><ul><li>45,000 homes per zone </li></ul><ul><li>Each 2nd Monday of each month. </li></ul>MAILED to 80,000 single family homes of $600k to $10MM in Chevy Chase, Bethesda, Potomac, NW DC, McLean, Great Falls, & Vienna in May & October.
  8. 8. PICTURES You & I will change the ad to reflect the time of the year as we push the button of homeowners. We paint the picture & the homeowners…busy homeowners say: “ I need THAT!” “ 30 years of experience”
  9. 9. BUILDING 2005 : THE HOME ENTERTAINMENT CO. <ul><li>Return on Investment: THIS WORKS! </li></ul><ul><li>Geography: Montgomery, Fairfax & NW DC. </li></ul><ul><li>Characteristics to convey: “30 years of expertise” & ”pride in our work” </li></ul><ul><li>Pick-up new jobs & get your foot in new neighborhoods! </li></ul><ul><li>30 day “out” : your option to end the contract for some reason... </li></ul>MAR APR MAY JUN JUL AUG SEP OCT NOV 45,000 HOMES Full page or $1,100 $1,100 $1,100 $1,100 $1,100 $1,100 $1,100 $1,100 $1,100 90,000 HOMES 1/2 page ---------------------------------------------------------------------------------------------------------------------------------------- $5.200* $5,200 Full page MHL Magazine $3,400* $3,400 1/2 page 80,000 HOMES * MHL rates: negotiable
  10. 10. PARTNERSHIP Unlike the other print mediums out there: my goal is to grow your business, not just move “space”. I succeed when YOU succeed. Its that simple.