The document discusses providing capabilities to quantify potential revenue by market, construct marketing strategies, execute campaigns, and report on performance. It then analyzes a client's DRTV performance compared to others and provides recommendations. Finally, it outlines an integrated marketing plan with various tactics from January to December across phases to generate required revenues, including public relations, direct marketing, sales promotions, and focusing on customer experience.

1. Equipping Retailer with the capability to:
Quantify the Potential Revenue by each market
Construct Marketing Strategies to drive conversion
Expertly execute Marketing Campaigns
Enable 24 x 7 Campaign Performance Reporting
Case Study
October 10, 2012

2. 2
A geo-level opportunity quantification of the revenue potential across theA geo-level opportunity quantification of the revenue potential across the
U.S., inclusive of the optimum geographic foot prints for each market,U.S., inclusive of the optimum geographic foot prints for each market,
which is used for media buying, yellow page and other advertisingwhich is used for media buying, yellow page and other advertising
Revenue Potential across Markets
Least Most

3. 3
Then, a review of Client’s DRTV Performance, in contrast toThen, a review of Client’s DRTV Performance, in contrast to
other clients markets with go forward recommendationsother clients markets with go forward recommendations

4. For example: Print Media Preference by cluster
02-
ESTABLISHE
DELITE
09-
PLATINUM
OLDIES
17-APPLE
PIE
FAMILIES
19-
COUNTRY
COMFORT
31-MID
AMERICANA
36-RAISIN'
GRANDKIDS
40-THE
GREAT
OUTDOORS
51-FAMILY
MATTERS
DAILY_NEWSP_CLASSIFIED 62 47 86 114 130 137 114 86
DAILY_NEWSP_CHICAGO_SUN_TIMES 39 207 225 0 190 125 0 64
DAILY_NEWSP_LONG_ISLAND_NEW_YORK_NEWS 175 204 133 0 92 142 0 177
DAILY_NEWSP_PHILADELPHIA_INQUIRER 219 578 89 0 13 234 0 103
DAILY_NEWSP_USA_TODAY 239 128 84 122 76 112 112 151
DAILY_NEWSP_WALL_STREET_JOURNAL 603 277 68 8 22 25 66 104
MAGAZINES_SATURDAY_EVENING_POST 48 275 26 70 17 337 60 163
MAGAZINES_SOUND_VISION 243 103 144 17 307 59 0 47
MAGAZINES_TRAVEL_LEISURE 602 204 55 15 159 79 7 163
MAGAZINES_YANKEE 281 421 54 66 43 121 67 224
MAGAZINES_CYCLE_WORLD 36 7 110 176 64 6 371 39
MAGAZINES_FOUR_WHEELER 171 1 98 468 3 40 60 55
MAGAZINES_THE_AMERICAN_LEGION 55 238 127 97 128 125 28 344
MAGAZINES_INC 281 43 210 26 147 14 0 73
SUNDAY_NEWSP_EDITORIAL 188 214 117 120 87 79 80 98
SUNDAY_NEWSP_CHICAGO_SUN_TIMES 72 228 234 0 198 139 0 0
SUNDAY_NEWSP_HOUSTON_CHRONICLE 110 255 26 80 167 53 97 266
SUNDAY_NEWSP_LOS_ANGELES_TIMES 108 193 99 114 208 44 0 70
SUNDAY_NEWSP_NEW_YORK_TIMES 433 182 65 6 94 71 5 19
SUNDAY_NEWSP_PHILADELPHIA_INQUIRER 105 385 91 0 192 202 3 35
Media
Degree of propensity
Yellow Columns: The clusters with the most significant lift on customer rate
White Columns : The major clusters that bring in volume
•Number represents the degree of propensity to read/listen/watch to that specific media
with a 100 as base line

5. Detroit Cleveland Houston
CABLE_TV_THE_GOLF_CHANNEL 115 113 113
CABLE_TV_CNBC 114 111 111
CABLE_TV_SERVICES_MSNBC 112 109 109
CABLE_TV_TCM_TURNER_CLASSIC_MOVIE 111 112 110
CABLE_TV_HGTV_HOME_GARDEN 111 108 110
CABLE_TV_FOX_NEWS_CHANNEL 110 109 108
CABLE_TV_AMC 110 110 108
CABLE_TV_A_E 110 109 108
CABLE_TV_CNN_HEADLINE_NEWS 109 108 108
CABLE_TV_BRAVO 109 106 107
CABLE_TV_CNN 109 108 107
CABLE_TV_FOX_SPORTS_NETWORK 108 108 107
CABLE_TV_TV_GUIDE_CHANNEL 108 107 107
CABLE_TV_THE_WEATHER_CHANNEL 107 108 107
CABLE_TV_HISTORY_CHANNEL 107 106 106
CABLE_TV_TRAVEL_CHANNEL 107 106 106
CABLE_TV_FOOD_NETWORK 106 104 105
CABLE_TV_HALLMARK_CHANNEL 106 110 106
CABLE_TV_ESPN 106 104 105
CABLE_TV_BBC_AMERICA 106 105 105
CABLE_TV_STYLE 105 103 104
CABLE_TV_ESPN2 105 104 104
CABLE_TV_E_ENTERTAINMENT_TV 105 100 103
CABLE_TV_FAMILY_NETWORK 105 106 103
CABLE_TV_GAME_SHOW_NETWORK 102 105 102
Cable TV Preference by
DMA
•Based on the cable TV preference of buyers in Detroit, Golf channel is the best media for
TV infomercial program of natural cure products

6. Radio Preference by DMA
Detroit Cleveland Houston
BLACK_GOSPEL_MON___SUN_TOTAL__24_HRS 126 124 119
NOSTALGIA_BIG_BAND_MON___SUN_TOTAL__24_HRS 124 127 110
CLASSICAL_MON___SUN_TOTAL__24_HRS 124 113 115
ALL_NEWS_MON___SUN_TOTAL__24_HRS 117 112 113
TALK_MON___SUN_TOTAL__24_HRS 117 111 112
NEWS_TALK_MON___SUN_TOTAL__24_HRS 116 111 112
BLACK_RHYTHM_BLUES_MON___SUN_TOTAL__24_HRS 116 108 111
NEWS_TALK_BUSINESS_SPORTS_MON___SUN_TOTAL__24_HRS 115 110 111
ALL_SPORTS_MON___SUN_TOTAL__24_HRS 115 104 115
SOFT_CONTEMPORARY_LITE_SOFT_ROCK_MON___SUN_TOTAL__24_HR 112 108 114
OLDIES_ROCK___70S_MON___SUN_TOTAL__24_HRS 112 114 114
EASY_LISTENING___CUME_AUDIENCE__MON___SUN_TOTAL__24_HRS 111 106 111
NAC_SMOOTH_JAZZ_MON___SUN_TOTAL__24_HRS 110 103 104
HOT_AC_MON___SUN_TOTAL__24_HRS 108 100 111
GOLDEN_OLDIES__ALL____CUME_AUDIENCE__MON___SUN_TOTAL__24_HRS 108 108 110
•Based on the Radio preference of buyers in Detroit, Black Gospel channel is the best media
for Radio infomercial program of natural cure products

7. All consolidated into Media Preference
Scores
TV CABLE_TV_HGTV_HOME_GARDEN 108 SUNDAY NEWSPAPER SUNDAY_NEWSP_TRAVEL 109
TV CABLE_TV_CNBC 108 SUNDAY NEWSPAPER SUNDAY_NEWSP_BUSINESS_FINANCE 109
TV CABLE_TV_TCM_TURNER_CLASSIC_MOVIE 107 SUNDAY NEWSPAPER SUNDAY_NEWSP_EDITORIAL 108
TV CABLE_TV_THE_WEATHER_CHANNEL 105 SUNDAY NEWSPAPER SUNDAY_NEWSP_HOME_FURNISHINGS_GARDENING 107
TV CABLE_TV_A_E 105 DAILY NEWSPAPER DAILY_NEWSP_TRAVEL 110
TV CABLE_TV_FOX_NEWS_CHANNEL 105 DAILY NEWSPAPER DAILY_NEWSP_PHILADELPHIA_INQUIRER 110
TV CABLE_TV_HALLMARK_CHANNEL 105 DAILY NEWSPAPER DAILY_NEWSP_WALL_STREET_JOURNAL 109
TV CABLE_TV_CNN_HEADLINE_NEWS 105 DAILY NEWSPAPER DAILY_NEWSP_BUSINESS_FINANCE 108
TV CABLE_TV_AMC 105 MAGAZINES MAGAZINES_AARP_THE_MAGAZINE 115
TV CABLE_TV_THE_GOLF_CHANNEL 105 MAGAZINES MAGAZINES_GOURMET 113
TV CABLE_TV_CNN 105 MAGAZINES MAGAZINES_NEW_YORK_MAGAZINE 113
TV CABLE_TV_CMT_COUNTRY_MUSIC 105 MAGAZINES MAGAZINES_CONSUMER_REPORTS 112
TV CABLE_TV_SERVICES_MSNBC 105 MAGAZINES MAGAZINES_TEXAS_MONTHLY 112
TV CABLE_TV_HISTORY_CHANNEL 105 MAGAZINES MAGAZINES_TRAVEL_LEISURE 112
RADIO BLACK_GOSPEL_MON___SUN_TOTAL__24_HRS 128 MAGAZINES MAGAZINES_PREVENTION 112
RADIO CLASSICAL_MON___SUN_TOTAL__24_HRS 115 MAGAZINES MAGAZINES_SUNSET 112
RADIO NOSTALGIA_BIG_BAND_MON___SUN_TOTAL__24_HRS 114 MAGAZINES MAGAZINES_COUNTRY_LIVING 112
RADIO BLACK_RHYTHM_BLUES_MON___SUN_TOTAL__24_HRS 112 MAGAZINES MAGAZINES_SOUTHERN_LIVING 111
RADIO ALL_NEWS_MON___SUN_TOTAL__24_HRS 109 MAGAZINES MAGAZINES_KIPLINGERS_PERSONAL_FINANCE 111
RADIO NEWS_TALK_MON___SUN_TOTAL__24_HRS 108 MAGAZINES MAGAZINES_NATIONAL_GEOGRAPHIC_TRAVELER 111
RADIO TALK_MON___SUN_TOTAL__24_HRS 108 MAGAZINES MAGAZINES_ARTHUR_FROMMERS_BUDGET_TRAVEL 111
RADIO NEWS_TALK_BUSINESS_SPORTS_MON___SUN_TOTAL__24_HRS 108 MAGAZINES MAGAZINES_TRADITIONAL_HOME 111
The highest Media Index 128 MAGAZINES MAGAZINES_ROAD_TRACK 111
Media
Score
Median
Media
Type
Media Type Median
Media
Score
Media Preference score is average of media preference score of buyers. The
higher the score, the more likely your customers prefer a certain media
channel overall.

8. 8
An integrated marketing plan of DRTV, Online and off-line channels thatAn integrated marketing plan of DRTV, Online and off-line channels that
foots to generating the required revenues stated in client’s businessfoots to generating the required revenues stated in client’s business
plan.plan.Tactic January February March April May June July August September October November December
Brand
- PR
- Mass Media
Acquisition
Purchased Leads
- Outside TM
- Web Aggreg.
- Media Aggreg.
- Strategic Part.
Direct Marketing
- Direct Mail Phase
- E-Mail III
- CTM
- Resolicit
- DRTV
Sales Promotion
- Customer
- Associate
Mass Marketing
- Bill Inserts Test Test Test
- TV/Radio Test Test
- Web Site Enhance Enhance Enhance
Referral Program
- Customer Test
- Associate Test New
Relationship
- E-Newsletter 1st 2nd 3rd 4th
- Continuity Prog
- Expansion Test
Customer Exper.
- Customer Survey
- GEM
Tests
- Hispanic Market Test
- Traffic by Opp. Test
Phase IV Phase V Phase VI Phase VII