Pdm Capabilties Presentation With Appendix


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A quick overview of our core capabilities, with client applications of our media.

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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.
  • Pdm Capabilties Presentation With Appendix

    1. 1. Marketing Profiling Targeting Mapping Monitoring Metrics Front-Door Media and Marketing Services
    2. 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 .”
    3. 3. Meet — Front-Door Media and Marketing Services — — 10 years experience — — Category pioneer and innovator — — 2010 Inc.’s 500 | 5000 List of Fastest-Growing Private Companies in America — — Over 1,500 campaigns produced and delivered — — Broad ranging industry experience — — Preferred partner for nation’s top brands and agencies — — North American distribution —
    4. 4. Preferred and trusted by top national brands
    5. 5. Front-door Campaigns Die-cut Card Affixed Letters/Envelopes Scratch-off
    6. 6. New Consumer Buying Habits <ul><li>— As a result 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 www.promotionsinfonow.com/coupons, Inmar, Inc., 2011
    7. 7. Front-Door Media Products PowerHangers™ Specialty Front-Door Media PowerPersonalization™ Online Lead Generation PowerSampling TM Sample and Coupon Delivery PowerShopper TM Co-Op Polybag Program
    8. 8. PowerHangers™ <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>
    9. 9. Front-Door Marketing solves many marketing challenges — Traffic Generation — — Awareness/Branding — — Acquisition — — Retention — — Market Expansion — — Competitive Blunting — — New Product Launch — — Grand Openings — — Trial — — Loyalty —
    10. 10. Features and Benefits of Front-Door Marketing <ul><li>— Features — </li></ul><ul><li>Highly targeted </li></ul><ul><li>— Benefits — </li></ul><ul><li>Reaches best prospects </li></ul>Solo delivered Uncluttered & category exclusivity “ Must-touch” interactivity High ad readership Quick speed-to-market Immediate message delivery Trackable Measurable ROI Versatile medium Branding and direct response capability High visibility “mini-billboard” Fast program results
    11. 11. 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
    12. 12. Proven expertise in optimizing front-door media — Front-door marketing strategy — — Creative consulting (copy, design, offer) — Integration with client brand positioning and other media — Promotional ideas — — Partnerships — — Dynamic testing recommendations — Marketing
    13. 13. 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
    14. 14. 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
    15. 15. 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
    16. 16. Methodologies Profiling I Targeting I Mapping — Block-group analysis and targeting to identify best customers —
    17. 17. Methodologies Profiling I Targeting I Mapping — Visualizing market coverage — — Precise area mapping —
    18. 18. <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
    19. 19. Monitoring During Campaign I Post Campaign — Guaranteed delivery — — Multiple levels of in-field auditing — — GPS walker-level tracking — (A PowerDirect exclusive) Handheld GPS tracker
    20. 20. Monitoring During Campaign I Post Campaign — Geo-targeting and mapping with Google Earth —
    21. 21. Monitoring During Campaign I Post Campaign — PowerTrakker (client extranet) —
    22. 22. 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 —
    23. 23. Metrics — Cost per coupon redeemed — — Cost per inquiry — — Cost per sale — — Incremental traffic — — Increased visit frequency — — Increased average transaction value — Because our media is trackable, you can measure:
    24. 24. 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%
    25. 25. 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>
    26. 26. 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>
    27. 27. Thank You! Questions? Contact YOUR NAME at 949-253-#### or youremail @ powerdirect.net Front-Door Media and Marketing Services
    28. 28. APPENDIX
    29. 29. 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
    30. 30. 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>
    31. 31. PowerPersonalization™ <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>
    32. 32. 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>
    33. 33. 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>
    34. 34. Broad Category Experience QSR Telecommunications Financial Wine & Spirits Computers
    35. 35. CPG Retail Healthcare Multicultural Insurance Broad Category Experience
    36. 36. Die cuts get your attention! <ul><li>Purpose: New product launch </li></ul><ul><li>Media: Die Cut DH </li></ul><ul><li>Region(s): Southeast </li></ul><ul><li>Targeting: High grocery $, families, breakfast $ around participating locations </li></ul><ul><li>Offer: Try them free! One free bag (18 or 24 count) </li></ul>
    37. 37. Create a lasting impression! <ul><li>Purpose: Build brand awareness in college towns </li></ul><ul><li>Media: Thick stock DH with dry erase coating </li></ul><ul><li>Region(s): Nationwide </li></ul><ul><li>Targeting: Dorms and areas surrounding college campuses </li></ul><ul><li>Offer: Pure brand awareness </li></ul>
    38. 38. Get help with the bill! <ul><li>Purpose: Drive consumers to Wal-Mart to purchase Hillshire Farm Deli products </li></ul><ul><li>Media: Small DH </li></ul><ul><li>Region(s): Southwest </li></ul><ul><li>Targeting: Hispanic, $ Deli meats, Families </li></ul><ul><li>Offer: $1 off any package of Hillshire Farm’s lunchmeat </li></ul>
    39. 39. Hola, me llamo Albertsons! <ul><li>Purpose: Multi-cultural program used to build traffic for in store MoneyGram locations </li></ul><ul><li>Media: Standard DH </li></ul><ul><li>Region(s): West </li></ul><ul><li>Targeting: Hispanic, $ Grocery, Distance to location, Families </li></ul><ul><li>Offer: Money transfer for only $7 </li></ul>
    40. 40. Make the most of your space! <ul><li>Purpose: Drive traffic to mall </li></ul><ul><li>Media: 4 panel DH with 27 individual coupons </li></ul><ul><li>Region(s): West </li></ul><ul><li>Targeting: Income, $ mall related expenditures </li></ul><ul><li>Offer: 27 individual offers from tenants </li></ul>
    41. 41. Where am I going to find that…? <ul><li>Purpose: Product awareness </li></ul><ul><li>Media: Small DH </li></ul><ul><li>Region(s): Heavy Hispanic markets </li></ul><ul><li>Targeting: Hispanic, $ camera and related equipment </li></ul><ul><li>Offer: Come see the new Casio cameras </li></ul>
    42. 42. We’re here or we’re baaaaaack! <ul><li>Purpose: Grand Opening </li></ul><ul><li>Media: Standard DH </li></ul><ul><li>Region(s): Local </li></ul><ul><li>Targeting: Income, $ Apparel and Families </li></ul><ul><li>Offer: Extra 20% off Sale and Clearance items </li></ul>
    43. 43. We would be happy to see you at 4AM! <ul><li>Purpose: Drive traffic for Black Friday </li></ul><ul><li>Media: Standard DH with 2 perforated coupons </li></ul><ul><li>Region(s): Midwest </li></ul><ul><li>Targeting: Income, Families and $ Apparel </li></ul><ul><li>Offer: $10 of purchase of $25, extra 15% off sale and clearance items </li></ul>
    44. 44. Direct the shopping migration! <ul><li>Purpose: Spring event push </li></ul><ul><li>Media: 4 panel DH with perforated coupon </li></ul><ul><li>Region(s): Nationwide </li></ul><ul><li>Offer: $10 off $20, extra 15% off with application to credit card </li></ul>
    45. 45. Make an impression on your first day! <ul><li>Purpose : Drive apparel traffic </li></ul><ul><li>Media: Standard DH with coupon </li></ul><ul><li>Region(s): Nationwide </li></ul><ul><li>Targeting: Income, age and $ apparel </li></ul><ul><li>Offer: $10 off $20 purchase </li></ul>
    46. 46. New store format! <ul><li>Purpose: Introduce smaller Petco stores </li></ul><ul><li>Media: Die Cut DH with coupon </li></ul><ul><li>Region(s): East </li></ul><ul><li>Targeting: Income and $ Pet Supplies </li></ul><ul><li>Offer: $5 of $25 purchase </li></ul>
    47. 47. From Peechees to Pencils! <ul><li>Purpose: Drive traffic to new location </li></ul><ul><li>Media: Standard DH with coupon </li></ul><ul><li>Region(s): Southwest </li></ul><ul><li>Targeting: Income and $ office supplies </li></ul><ul><li>Offer: $10 off $20 purchase </li></ul>
    48. 48. Where college students live! <ul><li>Purpose: Awareness for Droid Incredible </li></ul><ul><li>Media: Standard DH </li></ul><ul><li>Region(s): Nationwide </li></ul><ul><li>Targeting: Select college campuses </li></ul><ul><li>Offer: None </li></ul>
    49. 49. Scratch-off components are engaging! <ul><li>Purpose: Drive traffic </li></ul><ul><li>Media: Standard DH with scratch off </li></ul><ul><li>Region(s): Southwest </li></ul><ul><li>Targeting: Hispanic, Income and $ electronics </li></ul><ul><li>Offer: Scratch and win component </li></ul>
    50. 50. Home is where the heart is! <ul><li>Purpose: Build awareness and drive traffic </li></ul><ul><li>Media: Standard DH </li></ul><ul><li>Region(s): Southeast </li></ul><ul><li>Targeting: Income, HH value and $ Home furniture and furnishings </li></ul><ul><li>Offer: 25% off purchase or 48 months no interest </li></ul>
    51. 51. Take back what is yours! <ul><li>Purpose: Drive traffic from competitive areas </li></ul><ul><li>Media: Standard DH with coupon </li></ul><ul><li>Region(s): Southwest </li></ul><ul><li>Targeting: $ grocery within neighborhoods shared with competitors </li></ul><ul><li>Offer: 10% off next shopping trip </li></ul>
    52. 52. Nice to see you again…and again…! <ul><li>Purpose: Announce remodeled store </li></ul><ul><li>Media: Standard DH with multiple, timed coupons </li></ul><ul><li>Region(s): Midwest </li></ul><ul><li>Targeting: Income, $ grocery and families </li></ul><ul><li>Offer: Time tiered coupons </li></ul>
    53. 53. Nice to KNOW you! <ul><li>Purpose: Grand openings </li></ul><ul><li>Media: Bag die cut DH </li></ul><ul><li>Region(s): Nationwide </li></ul><ul><li>Targeting: Income and $ home furnishing </li></ul><ul><li>Offer: Enter to win $1,000 shopping spree </li></ul>
    54. 54. I can get THAT, THERE?! <ul><li>Purpose: New product awareness </li></ul><ul><li>Media: Standard DH </li></ul><ul><li>Region(s): Nationwide </li></ul><ul><li>Targeting: Income, age and $ Computers </li></ul><ul><li>Offer: Awareness </li></ul>
    55. 55. Give a book of savings! <ul><li>Purpose: Stimulate sales of various brand products </li></ul><ul><li>Media: 4-panel DH with multiple perforated coupons </li></ul><ul><li>Region(s): West </li></ul><ul><li>Targeting: Hispanic </li></ul><ul><li>Offer: Various offers </li></ul>
    56. 56. Sweepstakes + coupon combination <ul><li>Purpose: Drive sales with a combination of a coupon and sweepstakes offer </li></ul><ul><li>Media: Standard DH </li></ul><ul><li>Region(s): Southwest </li></ul><ul><li>Targeting: Hispanic, within radius of store location </li></ul><ul><li>Offer: $1 off coupon and an entry into sweepstakes </li></ul>
    57. 57. Promote sales with a trial <ul><li>Purpose: Deliver a product sample and coupon to drive sales </li></ul><ul><li>Media: Standard DH with attached sample </li></ul><ul><li>Region(s): Southeast </li></ul><ul><li>Targeting: Hispanic </li></ul><ul><li>Offer: Free sample and a $1 off coupon </li></ul>
    58. 58. Make more than one offer! <ul><li>Purpose: Drive sales with multiple offers on products and services </li></ul><ul><li>Media: Standard DH </li></ul><ul><li>Region(s): Southwest </li></ul><ul><li>Targeting: Hispanic, within radius of store location </li></ul><ul><li>Offer: Various </li></ul>