This document presents the second draft of Allegra's 2001 marketing plan. It discusses key considerations around survey data collection and data auditing to better understand customer usage patterns. The plan's objectives are to generate leads, retain brands, increase usage, control switching, and promote the portfolio. A segmentation strategy is proposed to allocate funding based on customer value. The communication flow and seasonal drive approach across online and offline tactics like direct response print, digital, and DRTV are reviewed.
The document outlines a potential partnership between ConAgra Private Brands and Instant Combo Savings (ICS) to grow sales of ConAgra Private Brands. ICS offers "buy one, get one free" combo deals that pair private and national brands. The summary proposes testing ICS with 4 combo offers across 4 retailers, then expanding to a medium $5 million program or large $30-50 million program pairing additional ConAgra brands. Key goals are increasing private brand household penetration, trial, and loyalty through guaranteed display support and classic marketing tactics.
Advertising & Promotional Practices Among U.S. Supermarket RetailersAptaris
Advertising is an essential part of doing business in the food industry. But change is happening and keeps on coming. Increasingly, customers are in control, dictating how, where and when they want communications and the demand for relevant content is key. How do food retail advertising and marketing executives make the best use of their budgets and various communication vehicles in order to be successful?
We'll examine:
- The advertising and promotional practices in the supermarket today with a look at expected use in the next few years.
- Learn how food retail advertising and marketing executives make the best use of their budgets.
- Various communications vehicles in order to be successful.
Measurable Impact: Using TV Data to Build Better Attribution Models and Under...MediaPost
Fragmentation has led to gaps in viewer insights. When measuring business outcomes, the standard approach no longer applies. With TV data, brands now have the tools to smash the silos between TV and digital in order to uncover actionable insights into the factors that impact ad and cross-screen effectiveness. From broadcasters focused on tune-in viewership to brands driving website or retail conversions, data insights power the way marketers understand the complete path to purchase.
Presenter: JC Clarke, RVP, Sales Central, Samba TV
Este documento describe las características de cinco redes sociales populares: Facebook, WhatsApp, Instagram, Twitter y YouTube. Facebook permite a los usuarios conectarse e intercambiar contenido. WhatsApp permite el intercambio de mensajes, fotos y videos a través de Internet. Instagram es una aplicación para compartir fotos cuadradas con filtros. Twitter permite enviar y recibir micromensajes de hasta 140 caracteres. YouTube es un servicio gratuito para compartir videos que se ha convertido en la mayor biblioteca de videos del mundo.
The document discusses organizational decline and identity. It proposes a 5R model for organizational turnaround during decline. The model involves five social processes related to organizational identity: retiring attributes adverse to recovery; reclaiming forgotten attributes vital to recovery; reaffirming active attributes vital for recovery; regenerating atrophied but important attributes; and reimagining the identity for new opportunities. These processes help align organizational identity with what is needed for success during decline.
This document is a certificate from the University of Cambridge International Examinations certifying the test scores of Muhammed Ismail Bharamchari. It shows that he received A or B grades in several subjects including Islamiyat, Urdu, Pakistan Studies, Statistics, Additional Mathematics, Business Studies, Computer Studies, Mathematics, Principles of Accounts, and Economics at the Ordinary Level in examinations in 2007 and 2008 with percentages ranging from 86% to 99%.
Jabez C Thomas is seeking a position that allows him to learn and grow professionally while adding value to an organization. He has 1.1 years of experience in automotive electronics from Woory Automotive India Pvt Ltd. He has a B.E. in electronics and communications engineering and an M.E. in VLSI design. His skills include process improvement, teamwork, leadership, C programming, and experience with SMT assembly processes.
The document outlines a potential partnership between ConAgra Private Brands and Instant Combo Savings (ICS) to grow sales of ConAgra Private Brands. ICS offers "buy one, get one free" combo deals that pair private and national brands. The summary proposes testing ICS with 4 combo offers across 4 retailers, then expanding to a medium $5 million program or large $30-50 million program pairing additional ConAgra brands. Key goals are increasing private brand household penetration, trial, and loyalty through guaranteed display support and classic marketing tactics.
Advertising & Promotional Practices Among U.S. Supermarket RetailersAptaris
Advertising is an essential part of doing business in the food industry. But change is happening and keeps on coming. Increasingly, customers are in control, dictating how, where and when they want communications and the demand for relevant content is key. How do food retail advertising and marketing executives make the best use of their budgets and various communication vehicles in order to be successful?
We'll examine:
- The advertising and promotional practices in the supermarket today with a look at expected use in the next few years.
- Learn how food retail advertising and marketing executives make the best use of their budgets.
- Various communications vehicles in order to be successful.
Measurable Impact: Using TV Data to Build Better Attribution Models and Under...MediaPost
Fragmentation has led to gaps in viewer insights. When measuring business outcomes, the standard approach no longer applies. With TV data, brands now have the tools to smash the silos between TV and digital in order to uncover actionable insights into the factors that impact ad and cross-screen effectiveness. From broadcasters focused on tune-in viewership to brands driving website or retail conversions, data insights power the way marketers understand the complete path to purchase.
Presenter: JC Clarke, RVP, Sales Central, Samba TV
Este documento describe las características de cinco redes sociales populares: Facebook, WhatsApp, Instagram, Twitter y YouTube. Facebook permite a los usuarios conectarse e intercambiar contenido. WhatsApp permite el intercambio de mensajes, fotos y videos a través de Internet. Instagram es una aplicación para compartir fotos cuadradas con filtros. Twitter permite enviar y recibir micromensajes de hasta 140 caracteres. YouTube es un servicio gratuito para compartir videos que se ha convertido en la mayor biblioteca de videos del mundo.
The document discusses organizational decline and identity. It proposes a 5R model for organizational turnaround during decline. The model involves five social processes related to organizational identity: retiring attributes adverse to recovery; reclaiming forgotten attributes vital to recovery; reaffirming active attributes vital for recovery; regenerating atrophied but important attributes; and reimagining the identity for new opportunities. These processes help align organizational identity with what is needed for success during decline.
This document is a certificate from the University of Cambridge International Examinations certifying the test scores of Muhammed Ismail Bharamchari. It shows that he received A or B grades in several subjects including Islamiyat, Urdu, Pakistan Studies, Statistics, Additional Mathematics, Business Studies, Computer Studies, Mathematics, Principles of Accounts, and Economics at the Ordinary Level in examinations in 2007 and 2008 with percentages ranging from 86% to 99%.
Jabez C Thomas is seeking a position that allows him to learn and grow professionally while adding value to an organization. He has 1.1 years of experience in automotive electronics from Woory Automotive India Pvt Ltd. He has a B.E. in electronics and communications engineering and an M.E. in VLSI design. His skills include process improvement, teamwork, leadership, C programming, and experience with SMT assembly processes.
This document summarizes a study examining a model to predict speech intelligibility for children with cochlear implants. The study aimed to develop a model using multiple imputation to estimate speech intelligibility index values for children lacking them. It analyzed data from 77 children, ages 7-9, with cochlear implants or hearing aids. The initial model produced impossible results, so the researchers removed pure-tone average from the variables. The final model used word attack scores, passage scores, and mother's education level to impute logistic transformed speech intelligibility index values. Regression on the completed data set found the model explained 32% of the variability in speech intelligibility.
Innovation in the online music industryEirik Kvistad
The music industry has faced significant challenges due to technological innovations that have disrupted traditional business models. Napster and Limewire allowed widespread, free sharing of music, hurting sales. Streaming services like Spotify now dominate, paying artists based on their share of total streams rather than fixed prices. Live performances and alternative revenue streams have grown in importance. Looking ahead, streaming growth may continue though older users are slower to adopt it, and new technologies like VR concerts could emerge.
This document discusses RC circuits and filters. It describes parallel and series RC circuits and different types of filters including low-pass and high-pass filters. The frequency response of these filters is examined for sinusoidal, step, pulse and square wave inputs. RC low-pass filters consist of a resistor and capacitor in series and output is taken across the capacitor. High-pass filters have the components interchanged with output across the resistor. The time constant RC determines the rate of exponential change in output for different input signals in these simple first-order RC circuits.
1. The document discusses factors to consider when selecting educational technologies for distance learning programs.
2. Technology should support educational goals and decisions, not drive them. The chosen technologies must serve the instructional program goals and facilitate learning.
3. Multiple factors should guide the choice of technologies, including supporting best practices, designing for ease of use, and building on existing infrastructure. The needs and skills of both instructors and learners are important to consider.
Mr. Bersick will be giving a presentation on modern music titled "Making It: Modern Music" in two sessions at 1:30pm and 2:40pm. The presentation will include an introduction to modern music structure, modern music production using Ableton Live 8, and how to market and distribute music to become a successful professional musician. Mr. Bersick has 29 years of experience as a DJ, record store owner, and record label owner. The presentation will provide tips on crafting an artistic identity, promotion through social media and performances, and digital and vinyl distribution.
Jazz originated in New Orleans in the late 1800s and has evolved over several eras and styles since. It is characterized by improvisation, syncopation, solo performances, and small combo or big band arrangements. Key early styles included ragtime, blues, Dixieland, and swing. Bebop in the 1940s featured faster tempos and more complex improvisation pioneered by artists like Charlie Parker and Dizzy Gillespie. Later styles incorporated more free-form improvisation. Jazz has had a profound influence on American culture and music globally.
2014 Customer Loyalty ASEAN Conference: Loyalty PrimeJim D Griffin
Kunal Mohiuddin presents an elegant three-step approach for building a future-ready loyalty program capability. Kunal has more than fifteen years in design and execution of loyalty programs and solutions. Based in India, he has been the architect of numerous enterprise-scale programs, located in over 85 countries and powering over 65 brands. Lassu (lassuloyalty.com) is the ASEAN distributor and reseller of Loyalty Prime – a complete enterprise-class loyalty platform that offers full CRM and loyalty management, and excellent integration to backend systems, like POS, reservations, and ERP. With the Loyalty Prime platform, marketers can easily segment their customers, and then build engagement using social, mobile, website, email, SMS and marketing campaign automation.
Aegon Americas: Leveraging leading positions in workplace and individual solu...Aegon
Joe Boan (Workplace & Individual Markets), Scott Ramey, (Workplace Solutions) and Phil Eckman (Customer Experience & Advice) provide an update on how Transamerica is leveraging leading positions in Workplace & Individual Solutions.
United Incentives created several incentive programs for manufacturers to engage distributors, contractors, and retailers. This included a trivia game for distributor salespeople of GAF that educated them and increased engagement. They also created a rewards program called GAF Promo Club that motivated contractors to purchase more and submit purchase data. For Shaw carpets, they developed a loyalty program that rewarded retail salespeople for increased sales with a reloadable debit card to drive those sales. Finally, they created a multi-tier travel incentive program for Hunter Douglas windows that rewarded dealers based on sales volume and drove hundreds of millions in incremental revenue.
The short term incentive program for Eaton Lighting Solutions exceeded expectations by achieving over double the original sales goal of $10 million with actual sales of $24+ million. The program engaged over 2,415 counter sales people who submitted information and claims, compiling a database. A gamification sweepstakes awarded participants for their sales with chances to win instant and monthly grand prizes. The solution utilized manufacturer representatives communicating through the distribution channel to enroll counter sales people. The program delivered an ROI of over 750% and received positive feedback from 87% of participants who found their participation rewarding.
ICEW 2013 Amanda Cromhout - Big Data: the key to making customer-centric cha...TheFocusGroup
Regardless of the type of organisation, you need to mine your data to provide a truly customer-centric offering. Your data should be at the heart of your product strategy. Amanda encourages organisations to explore under the tip of the iceberg, diving deep into the data you hold on them to maximise your sales and profits.
Subscribe Now: How Subscriptions Can Drive Recurring Revenue & Customer LoyaltyTinuiti
Scaling your Direct-to-Consumer (D2C) brand requires an ever-growing toolbox, which includes first-party data, lifecycle tools like SMS messaging and loyalty programs, buttoned-up fulfillment and omnichannel marketing strategies, and a keen understanding of ecommerce trends.
The good news? Our subject matter experts, plus experts from across the industry, shared all the knowledge you need to grow and scale your D2C business in 2022.
Loyalty programs are not always successful and profitable. While some programs have enhanced the customer experience and brand differentiation, not all customers perceive rewards as making a meaningful difference in their purchasing decisions. Additionally, only around half of customers have serious intentions to repurchase from brands they accumulate points with. For loyalty programs to be truly effective and profitable, companies need to have a clear customer-centric strategy backed by processes that deliver tangible value to both customers and the business over the long-term. Simply implementing a program is not enough to create loyalty.
This session presented by Selligent will enable attendees to get the right insight on relationship marketing best practices and the importance of engagement and loyalty programs. Actual examples show how cross-channel marketing programs can help increasing the engagement, trust, loyalty and value of customers. Lars Crama, Business Development Director at 2organize, explains the multichannel approach and other key success factors of the loyalty program launched by A.S.Watson, the world's largest health, beauty & lifestyle retailer, for its brand Kruidvat in the Benelux. While more than ever marketers are eager to engage their customers, few Loyalty cards survive. So how has A.S.Watson been able to activate this card active in more than 25% of all households in the Netherlands? Showing great conversions and results? Just attend this session and you will know!
The document discusses loyalty programs and provides details on various aspects of designing and implementing a successful loyalty program. It covers topics such as the different types of loyalty programs, collecting customer data, determining the value proposition, integrating sales promotions, establishing partnership with FMCG brands, and using promotions like personalized statements and shopping lists to drive sales. The key to success is balancing the investment in the loyalty program against the return in terms of additional customer profits by utilizing customer data collected to better target promotions and offers.
Brandfire 9 point Checklist for Loyalty ProgrammeEoin Graham
1. The document outlines 9 key factors to consider when planning or launching a customer loyalty program: objectives, business case, ownership, research, rewards/rules, licensing, technology, data insights, and communication strategy.
2. It emphasizes defining clear objectives, developing a strong business case, gaining organizational buy-in, understanding customers through research, creating relevant and valuable rewards, selecting appropriate technology, and communicating the program effectively.
3. The 9 factors provide a framework for planning a successful loyalty program that increases customer loyalty and generates useful customer data and insights.
Sunrise Promotions is a sales promotions agency that has specialized in customer and employee acquisition and retention since 1995. They develop marketing solutions and campaigns to deliver measurable ROI for clients. Their services include warehousing and fulfillment, program management, measurement and tracking, ROI analysis, promotional marketing, creative development, and legal and print production. They help clients generate traffic, build loyal customer bases, acquire and retain employees, and increase brand awareness through various promotional methods like interactive web and on-site promotions, custom character marketing, sports licensing, digital rewards, loyalty programs, creative coupon programs, and dimensional direct mail campaigns.
Marketers today are dealing with a completely different type of customer - one that demands instant gratification, and has very little patience to wait. Customer journeys today are so dynamic that it is impossible to expect results using manual, rule-based marketing tools.
In this webinar, we discuss how forward-looking brands are using data science to predict user intent to create the perfect marketing campaign for their target audience.
This presentation gives you instant access to 10 PPC tactics that are rarely used, but highly effective.
10 Proven PPC Tactics & Tips Guaranteed to:
+Drive quality buyers to your website
+Understand how PPC drives your other sales channels
+Use changes in local weather to produce more leads
+Beat competitors in Google Search
+Save time and generate more sales
The Key to Dominating Your Local Market---
Get a FREE Visibility Checkup and Discover where your business stands in relation to competitors in your area so you can start driving in More Quality Local Leads!
Get Started Here: http://www.surefiresocial.com/visibility-report-sign-up-page/
With all the factors influencing channel sales and marketing, plus the possibilities of channel incentive programs, it can be difficult to identify which incentive strategies will work for your business. Here are a few channel incentive strategies taken directly from our most successful clients’ playbooks.
BSH Home Appliances Optimize Consumer Rebate ROI360insights
A digital transformation case study:
A long-standing client of 360insights, BSH Home Appliances was the beta client for 360’s enhanced Consumer Rebates portal and has continued to operate their rebate programs on the platform for nearly four years so far. During this time, they have consistently realized gains in client satisfaction, program ROI and their ability to continuously optimize their programs and spend through the insights the team has drawn from program data.
This presentation centres around a high-level discussion of the journey and subsequent advantages that BSH has found through embracing digital transformation of the consumer rebate programs.
This document summarizes a study examining a model to predict speech intelligibility for children with cochlear implants. The study aimed to develop a model using multiple imputation to estimate speech intelligibility index values for children lacking them. It analyzed data from 77 children, ages 7-9, with cochlear implants or hearing aids. The initial model produced impossible results, so the researchers removed pure-tone average from the variables. The final model used word attack scores, passage scores, and mother's education level to impute logistic transformed speech intelligibility index values. Regression on the completed data set found the model explained 32% of the variability in speech intelligibility.
Innovation in the online music industryEirik Kvistad
The music industry has faced significant challenges due to technological innovations that have disrupted traditional business models. Napster and Limewire allowed widespread, free sharing of music, hurting sales. Streaming services like Spotify now dominate, paying artists based on their share of total streams rather than fixed prices. Live performances and alternative revenue streams have grown in importance. Looking ahead, streaming growth may continue though older users are slower to adopt it, and new technologies like VR concerts could emerge.
This document discusses RC circuits and filters. It describes parallel and series RC circuits and different types of filters including low-pass and high-pass filters. The frequency response of these filters is examined for sinusoidal, step, pulse and square wave inputs. RC low-pass filters consist of a resistor and capacitor in series and output is taken across the capacitor. High-pass filters have the components interchanged with output across the resistor. The time constant RC determines the rate of exponential change in output for different input signals in these simple first-order RC circuits.
1. The document discusses factors to consider when selecting educational technologies for distance learning programs.
2. Technology should support educational goals and decisions, not drive them. The chosen technologies must serve the instructional program goals and facilitate learning.
3. Multiple factors should guide the choice of technologies, including supporting best practices, designing for ease of use, and building on existing infrastructure. The needs and skills of both instructors and learners are important to consider.
Mr. Bersick will be giving a presentation on modern music titled "Making It: Modern Music" in two sessions at 1:30pm and 2:40pm. The presentation will include an introduction to modern music structure, modern music production using Ableton Live 8, and how to market and distribute music to become a successful professional musician. Mr. Bersick has 29 years of experience as a DJ, record store owner, and record label owner. The presentation will provide tips on crafting an artistic identity, promotion through social media and performances, and digital and vinyl distribution.
Jazz originated in New Orleans in the late 1800s and has evolved over several eras and styles since. It is characterized by improvisation, syncopation, solo performances, and small combo or big band arrangements. Key early styles included ragtime, blues, Dixieland, and swing. Bebop in the 1940s featured faster tempos and more complex improvisation pioneered by artists like Charlie Parker and Dizzy Gillespie. Later styles incorporated more free-form improvisation. Jazz has had a profound influence on American culture and music globally.
2014 Customer Loyalty ASEAN Conference: Loyalty PrimeJim D Griffin
Kunal Mohiuddin presents an elegant three-step approach for building a future-ready loyalty program capability. Kunal has more than fifteen years in design and execution of loyalty programs and solutions. Based in India, he has been the architect of numerous enterprise-scale programs, located in over 85 countries and powering over 65 brands. Lassu (lassuloyalty.com) is the ASEAN distributor and reseller of Loyalty Prime – a complete enterprise-class loyalty platform that offers full CRM and loyalty management, and excellent integration to backend systems, like POS, reservations, and ERP. With the Loyalty Prime platform, marketers can easily segment their customers, and then build engagement using social, mobile, website, email, SMS and marketing campaign automation.
Aegon Americas: Leveraging leading positions in workplace and individual solu...Aegon
Joe Boan (Workplace & Individual Markets), Scott Ramey, (Workplace Solutions) and Phil Eckman (Customer Experience & Advice) provide an update on how Transamerica is leveraging leading positions in Workplace & Individual Solutions.
United Incentives created several incentive programs for manufacturers to engage distributors, contractors, and retailers. This included a trivia game for distributor salespeople of GAF that educated them and increased engagement. They also created a rewards program called GAF Promo Club that motivated contractors to purchase more and submit purchase data. For Shaw carpets, they developed a loyalty program that rewarded retail salespeople for increased sales with a reloadable debit card to drive those sales. Finally, they created a multi-tier travel incentive program for Hunter Douglas windows that rewarded dealers based on sales volume and drove hundreds of millions in incremental revenue.
The short term incentive program for Eaton Lighting Solutions exceeded expectations by achieving over double the original sales goal of $10 million with actual sales of $24+ million. The program engaged over 2,415 counter sales people who submitted information and claims, compiling a database. A gamification sweepstakes awarded participants for their sales with chances to win instant and monthly grand prizes. The solution utilized manufacturer representatives communicating through the distribution channel to enroll counter sales people. The program delivered an ROI of over 750% and received positive feedback from 87% of participants who found their participation rewarding.
ICEW 2013 Amanda Cromhout - Big Data: the key to making customer-centric cha...TheFocusGroup
Regardless of the type of organisation, you need to mine your data to provide a truly customer-centric offering. Your data should be at the heart of your product strategy. Amanda encourages organisations to explore under the tip of the iceberg, diving deep into the data you hold on them to maximise your sales and profits.
Subscribe Now: How Subscriptions Can Drive Recurring Revenue & Customer LoyaltyTinuiti
Scaling your Direct-to-Consumer (D2C) brand requires an ever-growing toolbox, which includes first-party data, lifecycle tools like SMS messaging and loyalty programs, buttoned-up fulfillment and omnichannel marketing strategies, and a keen understanding of ecommerce trends.
The good news? Our subject matter experts, plus experts from across the industry, shared all the knowledge you need to grow and scale your D2C business in 2022.
Loyalty programs are not always successful and profitable. While some programs have enhanced the customer experience and brand differentiation, not all customers perceive rewards as making a meaningful difference in their purchasing decisions. Additionally, only around half of customers have serious intentions to repurchase from brands they accumulate points with. For loyalty programs to be truly effective and profitable, companies need to have a clear customer-centric strategy backed by processes that deliver tangible value to both customers and the business over the long-term. Simply implementing a program is not enough to create loyalty.
This session presented by Selligent will enable attendees to get the right insight on relationship marketing best practices and the importance of engagement and loyalty programs. Actual examples show how cross-channel marketing programs can help increasing the engagement, trust, loyalty and value of customers. Lars Crama, Business Development Director at 2organize, explains the multichannel approach and other key success factors of the loyalty program launched by A.S.Watson, the world's largest health, beauty & lifestyle retailer, for its brand Kruidvat in the Benelux. While more than ever marketers are eager to engage their customers, few Loyalty cards survive. So how has A.S.Watson been able to activate this card active in more than 25% of all households in the Netherlands? Showing great conversions and results? Just attend this session and you will know!
The document discusses loyalty programs and provides details on various aspects of designing and implementing a successful loyalty program. It covers topics such as the different types of loyalty programs, collecting customer data, determining the value proposition, integrating sales promotions, establishing partnership with FMCG brands, and using promotions like personalized statements and shopping lists to drive sales. The key to success is balancing the investment in the loyalty program against the return in terms of additional customer profits by utilizing customer data collected to better target promotions and offers.
Brandfire 9 point Checklist for Loyalty ProgrammeEoin Graham
1. The document outlines 9 key factors to consider when planning or launching a customer loyalty program: objectives, business case, ownership, research, rewards/rules, licensing, technology, data insights, and communication strategy.
2. It emphasizes defining clear objectives, developing a strong business case, gaining organizational buy-in, understanding customers through research, creating relevant and valuable rewards, selecting appropriate technology, and communicating the program effectively.
3. The 9 factors provide a framework for planning a successful loyalty program that increases customer loyalty and generates useful customer data and insights.
Sunrise Promotions is a sales promotions agency that has specialized in customer and employee acquisition and retention since 1995. They develop marketing solutions and campaigns to deliver measurable ROI for clients. Their services include warehousing and fulfillment, program management, measurement and tracking, ROI analysis, promotional marketing, creative development, and legal and print production. They help clients generate traffic, build loyal customer bases, acquire and retain employees, and increase brand awareness through various promotional methods like interactive web and on-site promotions, custom character marketing, sports licensing, digital rewards, loyalty programs, creative coupon programs, and dimensional direct mail campaigns.
Marketers today are dealing with a completely different type of customer - one that demands instant gratification, and has very little patience to wait. Customer journeys today are so dynamic that it is impossible to expect results using manual, rule-based marketing tools.
In this webinar, we discuss how forward-looking brands are using data science to predict user intent to create the perfect marketing campaign for their target audience.
This presentation gives you instant access to 10 PPC tactics that are rarely used, but highly effective.
10 Proven PPC Tactics & Tips Guaranteed to:
+Drive quality buyers to your website
+Understand how PPC drives your other sales channels
+Use changes in local weather to produce more leads
+Beat competitors in Google Search
+Save time and generate more sales
The Key to Dominating Your Local Market---
Get a FREE Visibility Checkup and Discover where your business stands in relation to competitors in your area so you can start driving in More Quality Local Leads!
Get Started Here: http://www.surefiresocial.com/visibility-report-sign-up-page/
With all the factors influencing channel sales and marketing, plus the possibilities of channel incentive programs, it can be difficult to identify which incentive strategies will work for your business. Here are a few channel incentive strategies taken directly from our most successful clients’ playbooks.
BSH Home Appliances Optimize Consumer Rebate ROI360insights
A digital transformation case study:
A long-standing client of 360insights, BSH Home Appliances was the beta client for 360’s enhanced Consumer Rebates portal and has continued to operate their rebate programs on the platform for nearly four years so far. During this time, they have consistently realized gains in client satisfaction, program ROI and their ability to continuously optimize their programs and spend through the insights the team has drawn from program data.
This presentation centres around a high-level discussion of the journey and subsequent advantages that BSH has found through embracing digital transformation of the consumer rebate programs.
This presentation gives you instant access to 10 PPC tactics that are rarely used, but highly effective.
10 Proven PPC Tactics & Tips Guaranteed to:
+Drive quality buyers to your website
+Understand how PPC drives your other sales channels
+Use changes in local weather to produce more leads
+Beat competitors in Google Search
+Save time and generate more sales
Expert strategies for your loyalty programArun Krishnan
The document provides an overview of strategies for implementing a successful loyalty program using SAP Loyalty Management. It discusses the current state of customer loyalty, an overview of SAP Loyalty Management capabilities, a case study of a loyalty program implementation, and 8 leading practices for a loyalty program. The leading practices include focusing on acquiring customer data, aligning the loyalty experience to the brand, engaging members with personalized content, excelling at core program benefits, harnessing partner networks, empowering brand advocates, increasing member wallet share, and reducing marketing costs.
Summit 2013 legolas programmatic premium post event versionPhil Ripperger
The deck I co-presented with Ran Cohen of Upfront Digital Media (a Legolas Company) at IRI's Summit in April, discussing the evolution of digital advertising from direct response to brand building
Tasty Tech: 3 Proven Recipes for Increasing Loyalty and RetentionTealium
Customer data is the key ingredient to driving loyalty and retention. Why? Because you can only proactively identify and target high-risk and high-value customers when you have a complete and accurate picture of your relationship.
Digital Strategist, James Burnham shared ways to create digital experiences that keep your customers coming back for seconds. He also shared tips for:
- Reducing churn by driving proactive advertising for high risk customers
- Increasing engagement with customers who are most likely to purchase
- Using predictive insights to fuel loyalty campaigns
You can view the on-demand session on our website in our Resource Hub
In this prescriptive breakout session learn what successful Solution Providers are doing to build their Cloud/Mobility business. This workshop is designed for Solution Provider new to cloud/mobility marketplace or have not yet seen success. Success in the new marketplace starts with a Practice Statement, entails new ideas on building marketing savvy and better sales execution. We will cover a variety of tools, tips and techniques partners are using to drive Cloud /Mobility success.
Topics:
• Why you need to create a Practice Statement
• Aligning your marketing message to fit your Cloud strategy
• Building your Cloud marketing program that is unique and is active
• Creating a sales mentality and compensation program that works
• Developing a Business Guidance sales mentality
http://www.ingrammicrocloud.com
5. 5
Key Considerations – Survey Data
• Survey response collection through direct response &
VRU channels
– To be mirrored by online Allegra Extras registration
– Customer surveys to be consistent on all promotional materials
• Information collected:
– Basic demographic profile
– Geographic information
– Rx or OTC user -- or both
– Name of medications used
– Symptom severity
– Number of days suffering and medicating
– Season and specific months of suffering
– Types of symptoms suffered
– Allergen most triggering symptoms
– Type/dose of Allegra brand purchased (through redeemers)
– (Online only) How prescription of Allegra obtained
• Doctor appointment
• Call-in request to doctor without visit
6. 6
Key Considerations – Data Audit
• 20% of the Harte-Hanks database names (primarily
users) responded to a usage question:
– 120+ days medicate 45.3%
– 61-120 days medicate 21.2%
– 0-60 days medicate 33.5%
• Usage data mirrors the Prizm data
– Categories can be mapped to new questionnaire usage questions
– Average days medicate = 90+days or 4 Rx per year
• Usage patterns for 80% of database unknown
• Further analysis and modeling required by end of
2001 to leverage and assign value to names for
Spring Drive
7. 7
Key Considerations – Opt-in
• Customer opt-in is no longer required to continue
communication with handraisers or users
– Opportunity to leverage legacy names, reduce Acquisition
spending
– Retain all MCO, MDUS and Abelson-Taylor rebaters
– Enriched data analysis
– Enhance opportunity to convert, conquest and grow usage
8. 8
Key Considerations – Digital
• Additional goals for 2001 can be established
– Ease of registration must be improved and tracked
– Encourage repeat visit
• Phase II recently approved by CRC
– DDMAC approval of website creative may still be a problem
– Leverage approved language and creative to avoid pre-
clearance
9. 9
Key Considerations –
Ease of Brand Integration
• Opportunity to leverage new brand creative, tagline
and approved language in all digital and direct efforts
• Seamless integration of Allegra Extras program into
all DTC initiatives
12. 12
2002 Direct Response Objectives
• Lead generation
• Brand retention
• Motivate increased usage
• Control competitive switching
• Allocate funding based on customer value
• Portfolio promotion
13. 13
Direct Response
Objectives & Strategies
• Lead Generation
– Launch Allegra Extras to differentiate the brand and serve as the lead-
generation engine to get sufferers to raise their hands
– Leverage multi-media mix to generate cost-efficient leads
– Test offers and programs that embrace the lifestyle of the heavy
medicator
• Brand Retention
– Drive Allegra Extras program registration on and offline
– Leverage database to customize messaging and offers that are relevant
to Allegra Extras members
• Motivate Increased Usage
– Increase Allegra usage by 20% across all categories
– Convert heavy sufferers/moderate medicators to heavy medicators
14. 14
Direct Response
Objectives & Strategies
• Control Competitive Switching
– Leverage benefits of Allegra and Allegra Extras to insulate current
users and encourage competitive users to switch
• Allocate funding based on customer needs
– Initially segment database names based on days medicate
– Launch EVIP program to Super Heavy & Heavy users
• Portfolio Promotion
– All acquisition efforts focus on Allegra
– Target aggressive Allegra D offers and messages to all high value
congestion sufferers
– Encourage switching from Allegra 60mg to 180mg
16. 16
Core Treatment and Budget Assumptions
Segment
%
Value
$48.76
Allowable Spend
3:1 ROI
Allowable CPL*
3:1 ROI Extras Impact**
Retention
Allowable 3:1
ROI
$114 $25 $68 $23
$18 $16
$49 $11 $29 $10
$16 $4 $10 $3
Super Heavy User
181+
20%
$195 - $293
4-6Rx
25%
$0 -$97.52
0-2Rx
25%
$146
3Rx
$81
30%
$341+
7Rx
Heavy User
91-180
Moderate User
61-90
Light User
0-60
$49
* Assumes a 22% conversion rate
**Assumes a 20% increase due to Extras program
17. 17
Core Treatment and Projected Investment
Segment
%
Value
$48.76
Allowable
Spend 3:1
ROI
Hand-
raisers/
Users
Projected
response
Rates
Average
Spend
CTS,
Redemp,
EVIP Allegra User Competitor
237,707 5,230 867,631 Insulate Conquest
$114
22%
Conversion
52,296
125,520
3,565,605
4,495,996
18.91
4 New sletters
2 EVIP Mailing
4 New sletters
1 EVIP Mailing
158,471 3,486 578,420
Grow &
Insulate Conquest
22% 83,664
Conversion 2,377,065
3,039,149
34,86 19.18
198,089 4,358 366,465 Fulfill Fulfill
$49
22%
Conversion
43,580
52,296
418,761
2.11
2 New sletters 2 New sletters
198,089 4,358 366,465 Fulfill Fulfill
$16
22%
Conversion
43,580
52,296
418,761
2.11
2 New sletters 2 New sletters
Light User
0-60
4 New sletters
2 EVIP Mailing
Super Heavy
Users
181+
20%
$195 - $293
4-6Rx
25%
$0 - 97.52
0-2Rx
25%
$146
3Rx
4 New sletters
1 EVIP Mailing
$81
30%
$341+
7Rx
Heavy User
91-180
Moderate
User
61-90
• Heavy and super heavy groups include
– Core program $3.65
– Possible redemption $24
– EVIP program $15
• Light and medium groups include
– Core program $1.85
– Possible redemption $12
18. 18
Segment Value Allegra User Competitor
181+ $341+ NEVER
No response after 2
recontacts (12 mo.)
91-180 $195 - $293 NEVER
No response after 2
recontacts (12 mo.)
61-90 $146 6 months 6 months
0-60 Up to $146 6 months 6 months
Delete Strategy
* Customers will be deleted at their request
19. 19
2001 Members
2002 Members/ Legacy Hand-raisers
Allegra Database
Feb Newsletter
March EVIP
April Newsletter
Non-Redeemer
August
Newsletter
September EVIP
October
Newsletter
Non-Redeemer
Super Heavy Heavy Moderate Lite Unknown
Feb Newsletter
April Newsletter
Welcome Kit
Core Program
Communication
Flow
DRTV, DRPrint, General Advertising, DM,
Promotions, Internet, MCO, Sales
21. Seasonal Drive Communication Strategy
Spring Fall
Primary Message: Allegra Extras Program
Launch
The program is launched as a educational
and supportive initiative to help sufferers
manage their seasonal allergies. All lead-
generation efforts will showcase the Extras
Newsletter and offer the free all-weather
stadium cushion.
Retention communication will focus on the
program, the featured pool of Spring Extras
offers and consistently include a selection of
two-three Extras
Primary Message: Encouraging Extras
Enrollment
Begin to aggressively leverage traditional
promotional tactics and introduce the “Real
Living Sweepstakes” as an overlay on all
lead-generation efforts. Sweepstakes entry
will not require a proof of purchase.
Sufferers can enter to win free season
tickets to PGA events, play a round of golf
with Steve Elkington, allergy free gardening
consultation from BHG, Palm Pilot or free
weekend car rental from National.
The Welcome Kits and Newsletters will
detail the “Real Living Sweepstakes”,
showcase the prizes and feature the pool of
branded Fall Extras.
22. Lead Generation Approach By Tactic
Tactic Spring Fall
DRPrint Rollout of Allegra Extras program – Ad engages allergy
sufferers with high-energy scenes and hooks them with the
juxtaposition headline communicating that Allegra offers
something extra. The focus of the ad is the Extras program
and the free introductory offer- stadium cushion. The ad
positions the program as an educational/supportive effort to
help sufferers manage their seasonal allergies. The
newsletter is prominently positioned and the launch issue is
promoted.
Test variations of the ad will be developed to target
unsatisfied sufferers, congestion sufferers, heavy sufferers
and Clarinex prospects.
An A/B split will be tested to determine if the free premium
increases enrollment
The creative leverages the General Advertising concept and
builds on the graphic elements of the Fall 2001 test. All ads
include a BRC and unique 800 number
The Spring creative execution will be maintained,
but refreshed and the Allegra Extras Program will
continue to be the focus. To enhance the acquisition
effort the “Real Living Sweeps” overlay will be added
to encourage enrollment in the Extras program.
Entry into the sweepstakes will not require a proof of
purchase, strictly survey information. Responders
enter win a free season ticket to PGA events, Palm
Pilot, “Round of Golf with Steve Elkington” an allergy
free gardening consultation from BHG
or free weekend car rental.
DRTV National cable DRTV test campaign leveraging the General
Advertising spot to create a reedited :60 DRTV version
featuring the Allegra Extras program. The focus of the spot
is the Extras program, the free introductory offer - stadium
cushion and the benefits of membership. The spot
positions the program as an educational/support effort to
help sufferers manage their seasonal allergies. The
approach and communication strategy mirrors the spirit of
the General Spot – Allegra helps me get back my vigor for
everyday life.
Based on the results of the Spring DRTV Campaign
the spot will be reedited to feature the new general
advertising creative (if a new spot is created) and
the chance to enter the “Real Living Sweepstakes”
to encourage enrollment in the program.
23. Lead Generation Approach By Tactic
Tactic Spring Fall
CVS Opportunity to partner with CVS Pharmacies across the
country to leverage their database of Allegra users, Allergy
Sufferers and potentially competitive users. An unbranded
letter is forwarded to participating CVS pharmacies and
distributed to consumers. The program offers the
opportunity to integrate with promotional in-store program
and establish a strong relationship with a major pharmacy.
Spring test only
Direct Mail Based on the results of the Fall 2001 program continue to
target competitive RX users with a customized Spring
Welcome Kit. The kit will feature letters with targeted
messaging, promoting the stadium cushion as an
introductory offer and showcasing the Spring Extras.
Implement an A/B split with a version that does not include
a the free premium
Based on the Spring 2002 results continue to target
messaging to both competitive Rx and OTC users.
Consider testing a broader category of prospects –
Allergy Sufferers, who mirror the Allegra
demographic profile; Adults 35+, with HHI $40+.
Opportunity to test and increase mailing universe.
Leverage 2002 Welcome Kit featuring updated Fall
Extras. To encourage membership, when
customers opt-in they are automatically entered into
the “Real Living Sweepstakes”.
24. Lead Generation Approach By Tactic
Tactic Spring Fall
MCO Relaunch the new Patient Support Program featuring the
Allegra Extras Program. Key MCO accounts are given the
opportunity to offer the Allegra Extras program to current
and potential Allegra customers. Consumers who opt-in to
the program are given the opportunity receive any of the
Spring Extras.
The program continues to be offered throughout the
year and is updated with the Fall featured Extras.
Emails Lists Based on the Fall 2001 results, continue to target
messaging to both competitive Rx and OTC users.
Aggressive launch of Allegra Extras Program driving click-
thrus to the registration page. Prospects are offered an
Allegra Extras mouse pad just for signing up for the
program.
Based on the Spring 2002 results continue to target
messaging to both competitive Rx and OTC users.
Feature updated product claims/messaging when
appropriate and Fall pool of Extras. Offer prospects
opportunity to click and register for the “Real Living
Sweepstakes.” Consumers are taken directly to the
sweepstakes/Allegra Extras registration
25. Lead Generation Approach By Tactic
Tactic Spring Fall
Banners Based on the positive results of the 2001 Digital Media
campaign, the media mix will continue to include banners.
Branded and unbranded banners featuring traffic building
messages such as pollen counts, Allergy symptoms, free
mouse pads just for registering, allergy triggers, seasonal
themes and featured extras will continue to be part of the
mix. The Allegra Extras logo will be prominently featured
in many of the extras versions to continue to build on the
of the program branding. Themed banners will drive
visitors to the site and the registration page.
Explore unique tactics outside of banners: sponsorships,
promotions and win-win partnership opportunities
Banners will be refreshed prior to the Fall drive with
seasonal updated Extras and the opportunity to
enter “Real Living Sweepstakes” .
26. 26
Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec
DRTV
Direct Mail
Digital
DRPrint
2002 Lead Generation Media Tactical Calendar
27. Retention Approach By Tactic
Tactic Spring Fall
Welcome Kits Launch of Allegra Extras program – includes the free
stadium cushion and focuses on Allegra Extras, detailing
the features of program, Allegra Extras offers and product
information. The look of the Kit will be updated to
integrate with 2002 general advertising and acquisition
efforts. It includes an updated product brochure, letter,
redemption certificate and BRE.
The Kit letter and Extras brochure will be updated to
reflect the new Extras and detail the “Real Living
Sweepstakes”.
Newsletters Core component of Allegra Extras Program with standard
features;new Extras with redemption certificate, partner
updates and relevant seasonal information. A versioned
letter will be included in the Newsletter Kit addressing
current program activity. Each Newsletter will
communicate a theme and objective:
February – Focus on Extras Program, screener questions
to determine the severity of symptoms and tips for Spring
cleaning. The primary objective of the newsletter is to arm
the consumer with information to help their dialogue with
their physician and an incentive to ask for Allegra.
April – Feature testimonials, tips for traveling with allergies
and advocate promotion. The primary objective is to
promote advocates and positive user feedback.
The same format, components and design of the
Newsletter kit will be maintained for the Fall drive.
Newsletters will drop in August and October. The
focus of the the August newsletter will be the “Real
Living Sweeps”. Members can enter the
sweepstakes by detailing how Allegra helped them
get back to “Real Living”. The October Newsletter
will focus on preparing for Winter and Allegra D.
28. Retention Approach By Tactic
Tactic Spring Fall
Newsletters via
Email
Online Newsletter will mirror the Offline version with
standard features;new Extras with redemption certificate,
partner updates and relevant seasonal information. A
versioned email will be sent to Online members linking
them back to Allegra.com and the Extras Newsletter. Each
Newsletter will communicate a theme and objective:
February – Focus on Extras, screener questions to
determine the severity of symptoms and tips for Spring
cleaning. The primary objective of the newsletter is to arm
the consumer with information to help their dialogue with
their physician and an incentive to ask for Allegra.
April – Feature testimonials, tips for traveling with allergies
and advocate promotion. The primary objective is to
promote advocates and positive user feedback.
The same format, components and design of the
Newsletter program will be maintained for the Fall
drive. Emails linking back to Allegra.com will be
forwarded in April and October. The focus of the the
April Newsletter will be the “Real Living Sweeps”.
Members can enter the sweepstakes Online by
detailing how Allegra helped them get back to “Real
Living”. The October Newsletter will focus on
preparing for Winter and Allegra D.
EVIP All EVIPs, Allegra Extras high value members will receive
an additional communication. The EVIP kit will include a
surprise and delight – a branded outdoor thermometer,
thanking them for participating in the program and
showcasing the latest Extras offers
In November EVIPs will receive one more
incremental communication and a second free
Allegra Extra – travel mug. That kit will also focus on
Allegra D, leveraging the fact the number one
symptom of Heavy Medicators is nasal congestion.
29. Retention Approach By Tactic
Tactic Spring Fall
Non-Responder At the end of the Spring Drive, high value non-responders
are mailed to determine if they should remain in the
program or be deleted. Approach is a satisfaction survey
which solicits input for program design and provide an opt-
out option. Results evaluated after each effort to
determine potential revenue foregone or cost incurred.
At the end of the Fall Drive, high value non-
responders are mailed to determine if they should
remain in the program or be deleted. Approach is a
satisfaction survey which solicits input for program
design and provide an opt-out option. Results
evaluated after each effort to determine potential
revenue foregone or cost incurred.
Redemption Kit Kit carrying the member’s selected Extras. Kit components
include; letter, Satisfaction Survey, Extras and OE.
Same kit carrying the member’s selected Extras. Kit
components include; letter, Extras and OE.
30. Retention Approach By Tactic
Tactic Spring Fall
On-going Emails Extras registration will ask traditional offline survey
questions, but will also offer members opportunity to
indicate what kinds of online emails they are most
interested in receiving – updates about new site content,
updates about particular lifestyle activities in Beyond
Seasonal Allergies, pollen alerts, etc.
Extras registration within itself will permit outbounding of
various communications, through response to “Yes, I
would like to receive news, tips and other valuable
information from Aventis Pharmaceuticals.” However,
specifically asking members about their interest in
receiving different kinds of site updates, allows ability to
determine potential vehicles/themes for newsletters and
other messaging.
In July, will evaluate responses to registration
questions and page view trends, and use
information to drive fall outbound emails – both to
develop most relevant content for newsletters, but
also to provide input that may assist in future
acquisition messaging.
Web site Updates 2002 updates will include updates to Steve/Erik’s
schedules & any additional Phase III content needing
refreshing
In July, will evaluate site traffic and determine if
additional content practical for Beyond Seasonal
Allergies (such as personal finance) and measure
traffic on Ask the Expert (National Jewish) tools
31. Retention Approach By Tactic
Tactic Spring Fall
Partnerships Partners will supply content/tools for Allegra.com, and Allegra
will also advertise/sponsor content on partner sites. Current
partners include:
National Jewish, who will supply the allergy screener/ability to
email a doctor directly with allergy questions (part of Phase II,
end of this year).
Weather.com will supply national parks information for hiking
(to support Erik W content) and can supply golf course
locator if not supplied by PGA. Weather.com may also
supply travel content.
Better Homes & Gardens will supply gardening content &
general media buy, jump pages and sponsorship of women’s
health section will be leveraged to showcase Real Living
sweepstakes. BHG may also supply travel content
Yahoo will provide respiratory exclusivity on their Allergy
Center, which will contain Allegra branding. Links to
Allegra.com from the Allergy Center and outbound emails to
Yahoo consumers will also drive traffic to the Allegra site.
The PGA, as a promotional partner, will also provide online
resources by lending credibility to the golfing section (usage
of official logo) and potentially use of their golf course locator.
Healthology may provide webcasts on up to 1,500 different
sites – by providing grants to Healthology, their physicians will
develop content, which will be produced and placed
throughout wide site network. All webcasts will include link to
Allegra.com, with messaging appropriate to drive traffic and
registrants.
As the sweepstakes enfolds, all partnerships can
be leveraged for prizes.
As site traffic is evaluated, can determine if
additional existing promotional partners can and
should be leveraged online.
32. 32
Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec
Recontact to Legacy
Newsletter
Welcome Kit
EVIP Program
Redemption Kits
Satisfaction Survey (Non-responder Recontact Mailing)
2002 Allegra Extras Tactical Calendar
33. 33
Messaging Segmentation Plan – Lead Generation
Segment Goal Messaging Tactics
Competitive RX sufferers Switch sufferers, who are not
getting relief from their current
treatment to Allegra
•Ask about satisfaction with
current seasonal allergy
treatment
•Inform about Allegra benefits as
nonsedating, 24 hour relief
Heavy Sufferers Switch sufferers who have
need for proven seasonal
allergy treatment
•Promote 180 mg as convenient,
once-daily relief
•Inform about nonsedation
Protect against potential
Clarinex switching by
switching instead to Allegra
•Inform about convenience of 180
mg for 24 hour relief
•Emphasize nonsedatation
Chronic Congestion Switch sufferers who may
benefit from the decongestant
in Allegra-D
•Inform about Allegra-D powerful
congestion relief
•Include reference to Allegra
family of products to lend
credibility
Clarinex Prospects
34. 34
Messaging Segmentation Plan - Retention
Convert Competitive Users
and increase share
Switch 60mg users to 180mg
Increase promotion and sales
of Allegra D
Goal
• Promote 180mg
• Focus message on Allegra non-
sedating benefits
Claritin/Zyrtec User
• Indicate through survey
responses that they have
recently used a competitor
• Unknown users
• Version Newsletter messaging
and offer aggressive 180 mg
rebates
60s – Currently Using 60 mg
• 60mg rebaters
• Customers who entered the
database prior to 2001 (1998-
2000)
• Feature Allegra D offers and
rebates
• Customize messaging in
Welcome Kits and Newsletters
• Focus of September EVIP
mailing
Ds – Allegra D Prospects and
Users
•Rebated as an Allegra D user
•Have indicated through
survey responses that they
suffer from congestion
Messaging TacticsSegment
35. Test/Targeted Efforts
Test/Targeted
Effort
Quantity Description
Conquest competitive high
value users
50,000 Send postcard with high-value Extra offer
as redemption for switching
Heavy sufferer/moderate
medicator
20,000 Opportunity to increase usage by
narrowing the gap between days suffer and
days medicate
High value offer is sent upon request at no
charge
Test designed to stimulate interest and
involvement in the brand
Grow moderate medicator to
heavy
10,000 Migrate a test group of moderates into high
value program to determine if this grows
usage from 3RX’s to 4 or more
Control Group 10,000 Users and non-users of the brand who are
not members of the Extras program
Measure the incremental lift of the Extras
program
36. Test/Targeted Efforts
Test/Targeted
Effort
Quantity Description
EVIP Control Group 10,000 Migrate a test group of high value users to
the moderate stream/basic program to
determine the lift of the EVIP program
Clarinex Defense Plan TBD Leverage database of self-identified Claritin
users, purchase universe of Claritin users
from proven acquisition lists, CVS and
Health Resources. Launch a targeted
DRPrint effort and offer an aggressive trial
program.
38. 38
Financial Assumptions
• Current net revenue per 1 script $ 48.76
• Current average fill frequency 2.1
• Current net revenue per script $102.40
• Conversion rate 22%
• Average fill frequency with Extras 2.52
• Net revenue per script with Extras $123.00
• Conversion rate 22%
39. 39
Media Budget Assumptions
Acquisition Medium Registrants % Cost %
Digital 87,900 43% 3,050,000$ 37%
DRTV 13,571 7% 500,000$ 6%
DRPrint 66,667 33% 3,000,000$ 37%
Direct Mail 35,000 17% 1,600,000$ 20%
Total Costs 203,138 100% 8,150,000$ 100%
40. 40
Media Estimates and Allowables
Media
Type Budget Est CPL Clicks # Leads # Users
X2
Multiplier Total users
Digital 3,050,000$ 13$ 293,358 87,900 17,580 35,160 52,913
Print 3,000,000$ 50$ 0 66,667 14,667 29,334 44,206
Dmail 1,600,000$ 45$ 0 35,000 7,700 15,400 23,100
DRTV 500,000$ 35$ 0 13,571 2,986 5,972 9,125
Total 8,150,000$ 203,138 42,933 85,866 128,799
Budget
ROI 2 to 1
Conversion 22%
Base allowable CPL $13.77
Allowable CPL w/2x multiplier $41.31
$8,150,000
41. 41
ROI: Media and Acquisition
Revenue $13,137,498
Cost
• Working Media $ 8,150,000
Media ROI 1.61 to 1
128,799 users
@$102.40
Includes 2x
multiplier
42. 42
2002 Extras Program ROI
• Acquisition revenue includes all
DWW sourced users @2.52 Rx
• Retention revenue incorporates
all other users @0.42 incremental
Rx
• Acquisition cost includes working
media
• Retention cost includes
– Welcome kit and Extras
expense for DWW leads
– Extras expense only for other
source leads
– All other DM marketing variable
costs
Revenue 2002
Acqusition $26,274,996
Retention 3,962,655$
Total 30,237,651$
Costs 2002
Acquisition 8,150,000$
Retention 9,364,737$
Total 17,514,737$
2002 Program ROI 1.7 to 1
43. 43
Impact of Extras Program on ’02
Revenue
• Extras Program estimated to grow revenue by 20%
• DWW ’02 leads and legacy conversion revenue includes
2.52Rx
• Incorporates all other users at 0.42 incremental Rx
# leads # Users Value @2.1Rx 2X multiplier
20% growth=
$21 per user Total value
DWW '02 leads 203,138 42,933 $4,396,339 $8,792,678 $879,268 $14,068,285
Conversion of legacy 0 91,800 $9,400,320 $1,880,064 $11,280,384
Marketing Drive 60,000 60,000 $6,144,000 $1,228,800 $1,228,800
MCO and Abelson 10,000 10,000 $1,024,000 $204,800 $204,800
McCann 9,120 2,462 $252,109 $50,422 $50,422
Legacy -- Extend usage 425,000 85,000 $8,704,000 $1,740,800 $1,740,800
2001 leads 133,432 36,027 $3,689,165 $737,833 $737,833
840,690 328,222 $33,609,933 $6,721,987 $29,311,324
*$102.40 = 2.1 Rx
44. 44
Relative Spending
• Acquisition/retention percentage does not include DRTV roll-out
• User type reported at per-user level
• New user/current user will be reported at the database level when
this field is populated
• Allegra user/non-user will be reported at the database level when
this field is populated
• Spring/fall media does not include DRTV roll-out and to be
allocated based on client request
Acquisition 47% Retention 53%
Heavy/super heavy user 87% Moderate/lite user 13%
New user TBD Current user TBD
Allegra user TBD Allegra non-user TBD
Spring media Target 60% Fall media Target 40%
45. Allegra DR Budget Summary 2002
2002 Direct Response & Digital Budget Estimated Cost
Working Media $8,150,000
Fulfillment/Retention $8,664,737
Hibbert - Estimate based on current program $600,000
OOP (stock photography, art, mock-up) $100,000
Be Now/Database Maintenance TBD
Projects $500,000
DRTV Fall Rollout $1,500,000
CVS Program $40,000
Sweepstakes Program $100,000
Clarinex Defense Plan $400,000
Conversion Research OOP $75,000
Tracking Study $125,000
Partnerships/Web Awareness Campaign $300,000
Total Estimated Allegra DR Budget $20,554,737
Total Budget Allowed $20,000,000
Over Budget ($554,737)
47. 47
Customer Knowledge Tool Use of Tool
What criteria do we use to gauge a customer's
value? DWW Market Profile
Explores behavioral and demographic differences as
captured in the database
Gender? Self-reported usage, symptoms? Contact
history?
Overlay data adds to picture -- determine if there is
another way to classify or identify people
Will a user prove to be more valuable over time?
Where are Allegra sales coming from? Switchers?
NRx? Refills? What is refill frequency and
seasonality
NDC/IMS -- transactional
data at the pharmacy level
Information about overall usage patterns to delineate
current customer value/potential customer value. Provides
Rx transaction data, market share, sales volume, source
of Rx, cash paid status, who wrote the prescription.
Depending on reports purchased, may contain
compliance and persistency data
When does switching occur? When are users most
vulnerable and apt to switch? What are their usage
patterns over time? Is there a difference between
EXTRAS members and non-members? Between
redeemer and non-redeemer behavior User Longitudinal Tracking
New, ongoing primary research. Tracks the consumer
experience, usage behavior and satisfaction with the
product through their entire lifecycle. Includes EXTRAS
members as well as users in the general environment
Describe, better understand customer behavior in the general environment
Allegra Information Needs
48. 48
EXTRAS Program Design Needs Tool Use of Tool
Who is most likely to consider Allegra and/or the
EXTRAS program?
Clear Perspectives
Segmentation Study
(Prospects)
Defines and describes sufferers/medicators in the general
market. Understand their needs and attitudes. Use this to
assist with relevant vocabulary/messaging
How can this program be improved? Would I repeat
this tactic? DWW Program Evaluation Assesses the results and value of the program
When and how long does it take to convert a
prospect to user? What drives that conversion?
Doctor? Incentive?
DWW User Conversion
Study
Assesses the process from hand-raising in the EXTRAS
program to Allegra trial
When does switching occur? When are users most
vulnerable and apt to switch? What are their usage
patterns over time? What are the most relevant
messages? Which EXTRAS offer keeps the user
more engaged in the program?
User Longitudinal Tracking
(can be integrated into
Habits and Practices
Study)
Tracks the consumer experience, usage behavior and
satisfaction with the product through the usage lifecycle --
from the point of product trial going forward
How do Allegra users compare to the URA target
market -- are they more desirable and a target for
competitive conquesting? Which segments are
responsive to which executions? How does EXTRAS
participation vary by segment? How does
profitability? Which segment is most vulnerable? DWW Segmentation Model
Breaks database into clusters for meaningful EXTRAS
treatment. Benefits are allocated, database routines are
programmed as result.
Allegra Information Needs
How do we use knowledge of the consumer to drive program design?
49. 49
EXTRAS Evaluation Tool Use of Tool
Is the acquisition media performing? DWW Media Metrics Provides CPL, CPM, Response rates
How can this program be improved? Would I repeat
this tactic? DWW Program Evaluation Assesses the results and value of the program
ROI: How does the EXTRAS program increase
sales? Profitability? ROI Calculation Program takes credit for incremental sales only
Cost equation includes CPL, program and redemption
costs.
Revenue equation includes conversion rate (conversion
study), refill rates (sales data), dollars per script
Allegra Information Needs
50. 50
Recommended Research
• Continuous and longitudinal tracking
– Follows handraisers through process of physician contact through
to conversion
– Understand the process of conversion
– Follows users through life with brand
• Understand usage patterns
• Understand satisfaction
• Understand responses to loyalty efforts
• Program concept evaluation
– Assesses whether the program and exceptional elements can
meet their objectives
– Provides the necessary consumer input to refine efforts before
placing in-market
51. 51
Next Steps
• Determine pool of potential extras from partners
• Agree to budget allocations
• Determine Research Investment