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920 89 141 Hallmark[1]

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Richard Smiraldi
Richard Smiraldi

The document discusses marketing strategies for the Keepsake Ornament Collectors Club (KOCC) in 2009. The goals are to increase sales of Keepsake Ornaments by 10%, increase KOCC membership to 200,000, and bring new customers into the ornament category. Various strategies are proposed to accomplish these goals, such as acquiring new members through direct mail and holiday catalogs, building retail store traffic with special offers, and increasing brand awareness through advertising. Media spending will be tracked using a market budget model for measurement and planning purposes.

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MARKETING THE TRADITION 4/26/08
WHO YOU’LL MEET TODAY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
WHAT WE’LL TALK ABOUT TODAY ,[object Object],[object Object],[object Object],[object Object],[object Object]
DEFINE DIRECT MARKETING ,[object Object],[object Object]
DEFINE DIRECT MARKETING ,[object Object],[object Object],[object Object],[object Object]
DEFINE DIRECT MARKETING ,[object Object],[object Object],[object Object]
DEFINE DIRECT MARKETING ,[object Object],[object Object],[object Object],[object Object]
DEFINE DIRECT MARKETING ,[object Object],[object Object],[object Object],[object Object],[object Object]
DEFINE DIRECT MARKETING ,[object Object],“ Acquire with intent to keep. Retain with intent to profit.”
SITUATION ,[object Object],[object Object],[object Object]
SITUATION ,[object Object],[object Object],[object Object],[object Object]
KOCC BUSINESS CHALLENGE ,[object Object],[object Object],[object Object],[object Object]
WHAT WE WANT TO ACCOMPLISH ,[object Object],[object Object],[object Object],[object Object]
HOW TO GET THERE - Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
INCREASE SALES - Acquire New Members ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
INCREASE SALES - Acquire New Members ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
INCREASE SALES - Build Store Traffic ,[object Object],[object Object],[object Object],[object Object]
INCREASE SALES - Build Store Traffic ,[object Object],[object Object],[object Object]
INCREASE SALES - Increase Incidental Sales ,[object Object],[object Object],[object Object],[object Object]
INCREASE MEMBERSHIP - Reduce Member Attrition ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
INCREASE MEMBERSHIP - Reduce Member Attrition ,[object Object],[object Object],[object Object],[object Object]
ADD NEW CUSTOMERS - Extend Our Reach ,[object Object],[object Object],[object Object],[object Object]
ADD NEW CUSTOMERS - Build the Brand ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CREATIVE ,[object Object],[object Object],[object Object]
CREATIVE - Branding ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CREATIVE - Branding ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CREATIVE - Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object]
CREATIVE - Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
MEDIA ,[object Object],[object Object],[object Object]
MEDIA OVERVIEW – Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object]
MEDIA OVERVIEW – Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object]
TARGET TREE GCC Ornament Fanatics GCC Preferred Status New Moms Women with Children Collectors Grandparents New Movers Newlyweds
Direct Mail Magazines E- Mail Internet MEDIA VEHICLES
CONSUMER MAGAZINES
Media Channel Rationale Strategy Print Magazines ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],CHANNEL SPECIFICS
DIRECT MAIL OUTSIDE LISTS Grandparents Newlyweds Collectibles Women with Children New Moms Targeted List Audience Theme Specific New Movers
Media Channel Rationale Strategy Direct Mail ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],CHANNEL SPECIFICS
CASE - U.S. MINT CENTENNIAL OLYMPIC COMMEMORATIVE COIN PROGRAM CASE STUDY ,[object Object],[object Object],[object Object]
CASE - U.S. MINT CENTENNIAL OLYMPIC COMMEMORATIVE COIN PROGRAM CASE STUDY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CASE - U.S. MINT CENTENNIAL OLYMPIC COMMEMORATIVE COIN PROGRAM CASE STUDY ,[object Object],[object Object],[object Object]
INTERNET SITES
Media Channel Rationale Strategy Internet ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],CHANNEL SPECIFICS
Media Channel Rationale Strategy Email ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],CHANNEL SPECIFICS
CAPITALIZING ON THE CROSS COLLECTOR ,[object Object],[object Object],[object Object],Star Trek Convention Attendees Star Trek Communicator Magazine
MEASUREMENT - MARKET BUDGET MODEL ,[object Object],[object Object],[object Object]
MEASUREMENT - MARKET BUDGET MODEL BENEFITS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
MEASUREMENT - MARKET BUDGET MODEL BENEFITS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
OTHER CONSIDERATIONS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
OTHER CONSIDERATIONS ,[object Object],[object Object],[object Object],[object Object],[object Object]
WHY GREY DIRECT ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
THANK YOU!

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  • 36. DIRECT MAIL OUTSIDE LISTS Grandparents Newlyweds Collectibles Women with Children New Moms Targeted List Audience Theme Specific New Movers
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