emflConf 2016 - Strawberry Hill Povitica

Povitica.com
@Povatweetsa Marc@Povitica.com @emfluence #emflConf2016

Poh Va Teet Sa- - -

3rd Generation Baker

8,000u Day
400,000u Year

#19

61%
Mail Order
Wholesale
Retail
27%
12%
Income Breakdown…
Storefront, Tours
Community Events }
QVC, Costco
Grocery, Foodservice }
Catalogs, Postcards
Digital/Social }

Strawberry Hill’s Customer is:
Female
55~70
Medium To High Net Worth

Strawberry Hill Prospects:
{400+ Roadshows Each Year}
{20~50 Airings Each Year}
{400,000 pcs Targeted Direct Mail}
{Spirit Magazine 4th Quarter}{120m Inserts 2nd & 4th Quarter}

Mail Order
Website Real Mail Telephone
45% (low) 50% (high)5%

RFM
(R)ECENCY
(F)REQUENCY
(M)ONETARY VALUE
HOW RECENT WAS THEIR LAST PURCHASE
HOW FREQUENT LIFETIME PURCHASES
HOW MUCH LIFETIME PURCHASES
1~7 Year1 Year = 600, 2 year = 500, 3 Year = 400 etc…
30~10
30=3+, 20=2x, 10=1x
$1000~$100
3=$1000+, 2=$300, 1=$100

Best
All Stars
Prospects
???

“RFM 633”“RFM 611”Prospects

Events
January - Customer Appreciation 20% Off
February - Valentines Day Mini Pack $29.99+FS
March~April Easter Season
May - Mother’s Day
June - Father’s Day
July - Christmas In July
August - Woo Hoo Vacation Time!!!
September - Fall Mailing (Start of Christmas Season)
October - No Offer
November - Catalog/Gifting - Envelopes/Red Plum
December - Catalog/Gifting - Airlines/Red Plum
Thank You!

Examples, Wins & Failures

Povitica.com
Distribution: 60 Million
Orders: 20k
70% New Customers
$210k Positive ROI
Cost $4k/MM
✂
Be sure to mention
Web povitica.com
Phone 1-800-634-1002
Mail 7226 W Frontage Rd.
Merriam, KS 66203
It’s pronounced po-va-teet-sa!
At least that’s what our grandma called it. This Eastern
European sweet bread is known by many names:
No matter how you say it, no matter what you call it, each loaf
of handmade, hand-rolled goodness is made
with our grandma’s original, old-world recipe. Offer Code:
Pova-what?
20% off plus FREE shipping
ORDER TODAY!
Code expires 1/17/15
The perfect gift shipped anywhere
in the US for less than $24
20%
OFF!PLUS
FREE SHIPPING
Offer may be used
multiple times.
Offer Code: P95
Choose any of our
13 tempting flavors:
n English Walnut
n Pumpkin Spice Seasonal
n Apple Cinnamon
n Poppy Seed
n Raisin Walnut
n Apple Cranberry Crunch
n Lemon Cream
n Cream Cheese
n Strawberry Cream Cheese
n Chocolate Chip Cream Cheese
n Cranberry Walnut
n Cokolada (Chocolate)
n Reduced Sugar Walnut
$29.99
$23.99for each
2 1
/2 lb. loaf!
Name __________________________________________
Address_________________________________________
City____________________________________________
State________________________ ZIP________________
Phone__________________________________________
Email __________________________________________
Check enclosed (Payable to Strawberry Hill)n
Charge my:n n n n n
Card #
Exp.
Date
Signature
x1 $23.99 x2 $47.98 x3 $71.97 x4 $95.96
Expires 1/17/2015. Offer limited to 10 orders. Not valid with any other offers. KOSHER
P95
P95
FSIs
Shotgun Approach, Can be Expensive,
Can Overwhelm, Could Damage Brand,
Customers are just a bit less likely to
spend full price (It is a coupon Circular)

Povitica.com
Distribution: A Seg
Orders: 5,000 Orders
$107k Positive ROI
Cost: $15k
OPEN NOW.
Your gift list and special offer
is inside.
You'll Love Our 13
Melt-in-your-mouth Flav
ally,agift
y’llremember
nnow.SpecialofferInside.
giftlistisenclosed.Expires1/17/15
Envelope
Can be Expensive, Monitor Your ROI

Povitica.com
Distribution: US Air/American
Orders: 800 Orders
$10k Positive ROI
Cost: $9k (Trade)
Airline
Handmade, Baked to
Perfection and Remembered
for a Lifetime!
Choose any of our 13 tempting flavors:
English Walnut
Reduced Sugar Walnut
Raisin Walnut
Cranberry Walnut
Poppy Seed
Apple Cinnamon
Apple Cranberry Crunch
Cokolada (Chocolate)
Cream Cheese
Chocolate Chip Cream Cheese
Strawberry Cream Cheese
Lemon Cream
Pumpkin Spice Seasonal
Offer Code: PAIR1
Code expires 1/17/15
25% OFF!
PLUS FREE SHIPPING
$21.99plus
Free Shipping
Was $29.9925% OFF
The perfect gift shipped anywhere in the US for less than $22
Order all of your holiday gifts now.
Ship as many Povitica as you want!
Each
Povitica is
21/2 lbs.
Shotgun Approach, Can be Expensive,
Can Overwhelm, Note: Will Return better
than average customers.

Povitica.com
QVC
Wholesale
Moderately Profitable
But…
Food Network Mag
Top Edible Gift From
Kansas
Email List Doubled in
24 Months
(Drip Campaign)

Povitica.com
Distribution: 150
Orders: 3,300 Orders
$24k Positive ROI
Cost: $40k
1900 New Customers
70% Historically Reorder
Abacus
(Postcard)

QA@Povatweetsa Marc@Povitica.com @emfluence #emflConf2016

emflConf 2016 - Strawberry Hill Povitica

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emflConf 2016 - Strawberry Hill Povitica