Have you ever thought there may be a more informed way to test and buy media? We are passionate about business...your business. At Home Run Media we believe that Brands can benefit from DR optimization and DR can benefit from Brand style research. Here is a small look at how your campaign may benefit from our Branding DR approach.

1. HomeRunMEDIA
Research Samples
March 28.2012

2. Why is research
important?
While
tradi+onal
Direct
Response
relies
heavily
on
‘trial
&
error,’
it
can
produce
a
lot
of
waste,
as
can
drive-­‐to-­‐retail
and
branding
campaigns-­‐-­‐
with
dollars
spent
in
media
that
speaks
to
a
disinterested
audience.
By
compiling
consumer
data
based
on
qualifiers
that
best
describe
your
target,
we
can
see
how
large
your
poten+al
audience
is,
who
they
are,
what
media
they
prefer
and
when
they
prefer
it.
We
can
get
a
beEer
feel
for
not
only
the
lowest
lying
fruit-­‐
but
also
secondary
targets
that
we
hadn’t
previously
considered.
We
consider
both
volume
of
your
target
against
media,
as
well
as
‘interest’
or
proclivity
(index)
when
reviewing
which
media
they
turn
to
most.
We
overlay
popula+on
data
against
other
qualifiers
related
to
your
product-­‐
such
as
those
who
visit
pharmacies
4+x/week,
or
those
who
use
a
lot
of
beauty
products.
In
the
slides
that
follow
you
will
see
snippets
from
a
myriad
of
different
research
exercises.
Some
are
snapshots
of
full
pages
you
might
see;
others
are
pieces.
What
you
are
looking
at
will
be
described
with
a
grey
narra+ve
for
your
convenience.
HomeRunMEDIA

3. First we will describe how we determined
qualifiers for your target & what we are ‘naming’
this group of people. We do this so we have a way
to reference them throughout the campaign.
(Often, we will collaborate with you to help set the
best qualifiers for determining this target)
Your Target Audience
We identified that the women who have a House
Hold Income (HHI) under $75K are more likely to do
at home nail care. So, we included HHI as part of our
qualifiers and combined it with women who
frequently use nail enhancement products (base coat,
polish, top coat). This helps identify the potential
growth market for FAKE NAIL PRODUCT. We have
identified these as Home Saloners.
HomeRunMEDIA

4. Your Target Audience
TOTAL
US
MARKET
SIZE
Parents
of
Children
2-­‐6
yrs.
of
age
&
Often
involved
in
Outdoor
Activities
–
OUTDOOR
PARENTS
~18.7
Million
PRETEND
OUTDOORSY
KIDS
PRODUCT
Core
target
‘Outdoor
Parent’
is
:
¥ 77%
Age
25-­‐44
¥ 50%
Af*luent
home
HHI
$60-­‐150K
¥ 68%
of
parents
have
2+
Children We list the approximate
¥ Mostly
living
in
current
address
1-­‐4
yrs.
¥ Predominantly
white
size of this audience in the
¥ 68%
Attended
College
US population and outline
who comprises it.
HomeRunMEDIA

5. We begin exploring the
characteristics of the target
Such as Age & Household Income..
Your Target Audience
30%" 180"
Age - Online Bidders 28%$
160"
25%"
140"
20%" 17%$ 120"
17%$
16%$
Age
&
Income
of
the
Online
Bidders 15%"
13%$
100"
80"
• 62% Age 45-65+ 10%" 10%$ 60"
• Strong volume and penetration of among 65+ 40"
5%"
• As income grows, it affects an individual’s drive to 20"
seek investing time on bidding for online deals 0%" 0"
• Additional user details will be necessary to further Age"18.24" Age"25.34" Age"35.44" Age"45.54" Age"55.64" Age"65+"
pinpoint PRETEND COMPANY’s media target %$Online$Bidders$ Index$
20%$ 18%$ 160$
HHI - Online Bidders
15%$
15%$ 120$
12%$
12%$
10%$
10%$ 9%$ 9%$
10%$ 80$
5%$ 40$
3%$
2%$
0%$ 0$
HHI$<$20k$ HHI$$20129k$ HHI$$30139k$ HHI$$40149k$ HHI$$50159k$ HHI$$60174k$ HHI$$75199k$ HHI$$1001149k$ HHI$$1501199k$ HHI$$200k+$
%"Online"Bidders" Index"

6. ...and media usage
TELEVISION COVERS 30% MORE OF THE TARGET THAN INTERNET
Media Coverage & Index
Average Number Issues/Hours Spend by Media Vehicle 228#
217# 100%$ 125$
92%$
88%$ 90%$
83%$ 84%$
81%$ 82%$81%$
79%$
80%$ 115$
68%$
141#139# 59%$ 60%$61%$
60%$ 105$
51%$
38%$
74# 80# 40%$ 35%$ 95$
64# 64#
50# 49#
20%$ 85$
14# 14# 14# 15# 13# 13#
0%$ 75$
MAGAZINE# NEWSPAPER# RADIO#HRS# TOTAL#TV# PRIME#TV# DAYTIME#TV# CABLE#HRS# INTERNET# MAGAZINES$NEWSPAPER$ RADIO$ TOTAL$TV$ PRIMETIME$ DAYTIME$TV$ CABLE$TV$ INTERNET$
ISSUES# ISSUES# HRS# HRS# HRS# HRS# TV$
%$Bought$Engagement$Ring/12$Mos$ %$Planning$to$get$Engaged$Next$12OMonths$ Index$Bght$Ring$ Index$To$Be$Engaged$
Bought#Engagement#Ring/12#Mos# Planning#to#get#Engaged#Next#12PMonths#
• Using a Direct Response Television strategy will allow FAKE JEWELER to reach an additional 2.4 Million (44% above) people that are planning to get engaged this year, that
would otherwise would not be reached using Internet alone.
• Television’s branding capability allows a TV campaign to generate additional credibility to the FAKE JEWELER brand and lower cost-per metrics for other media platforms
• Television’s demonstrative properties allow a massive volume of consumers to get exposed to the top quality products that FAKE JEWLER produces
• Though not as large as TV, Magazines(7-20% target coverage over internet) and Radio (22-28% target coverage over internet) also offer a significant coverage of consumers
that have or plan to get engaged. Radio may not be a natural fit since its not a visual product; Magazine placement would be most efficient when placed on endemic diamond
or engagement content.
• Target spends more time using Television than any other Media
• Average # hours watching TV per month: 143/139hrs. (Cable TV 217/228 hrs)
Bar
Graph
–
%
of
target
Bought
Eng
Ring/12
mos
(3.7MM)
&
Planning
Engage
/12
mos
(16.5MM)
Line
Graph
–
Index
Measure
of
target
preference
against
total
US
popula+on
Source
–
MRI
DoubleBase
2011

7. ...as well as geographical
trends for your target
CONCENTRATE ON MARKETS WITH SATURATED WITH LIFE
ORGANIZERS & IDEAL SEEKERS
Top 30 Penetration Markets
Population
Life
%
Coverage
Life
Population
Ideal
%
Coverage
Ideal
DMA
-­‐
MARKET Index Index
Organizer
(000) Organizer Seekers
(000) Seekers
New
York,
NY
[1] 885 7% 111 281 8% 117
• Target is dispersed throughout a large number of Los
Angeles,
CA
[2]
Chicago,
IL
[3]
755
514
6%
4%
107
135
211
93
6%
3%
104
85
DMA’s in the country, indicating the need for a Dallas-­‐Ft.
Worth,
TX
[5] 341 3% 130 64 2% 86
Philadelphia,
PA
[4] 328 3% 116 110 3% 124
national media campaign to maximize coverage and Houston,
TX
[10] 308 3% 136 68 2% 114
efficiencies Washington,
DC[9] 272 2% 111 128 4% 181
Seattle-­‐Tacoma,
WA
[14] 264 2% 140 46 1% 85
• Future market selection will involve additional results Atlanta,
GA
[8]
Miami-­‐Ft.
Lauderdale,
FL
[16]
247
225
2%
2%
99
111
91
82
3%
2%
127
140
mapping of Online Financial Tool responses that will Detroit,
MI
[11] 193 2% 97 70 2% 122
Minneapolis-­‐St.
Paul,
MN
[15] 189 2% 111 28 1% 57
be attributed by zip code to identify the most Phoenix
(Prescott),
AZ
[12] 187 2% 107 33 1% 67
productive markets San
Francisco-­‐Oakland,
CA
[6] 186 2% 67 101 3% 127
Denver,
CO
[18] 185 2% 116 68 2% 148
San
Diego,
CA
[28] 184 2% 126 57 2% 136
High Penetration [red] Markets – Life Organizers and Tampa-­‐St.Petersburg,
FL
[13] 179 2% 105 51 1% 104
Boston
(Manch),
MA-­‐NH
[7] 179 2% 71 38 1% 53
Ideal Seekers Combined Sacramento,
CA
[20] 167 1% 97 40 1% 82
Portland,
OR
[22] 148 1% 122 18 1% 53
Cleveland-­‐Akron,
OH
[17] 131 1% 84 39 1% 87
Baltimore,
MD
[26] 121 1% 109 46 1% 138
St.
Louis,
MO
[21] 121 1% 96 24 1% 67
Orlando-­‐Daytona,
FL
[19] 118 1% 83 40 1% 97
Nashville,
TN
[29] 109 1% 119 20 1% 74
Indianapolis,
IN
[25] 107 1% 99 28 1% 92
Raleigh-­‐Durham,
NC
[27] 106 1% 100 25 1% 84
San
Antonio,
TX
[37] 102 1% 107 22 1% 81
Fresno-­‐Visalia,
CA
[55] 99 1% 140 19 1% 93
Milwaukee,
WI
[35] 99 1% 104 24 1% 87
High index/penetration Markets HomeRunMEDIA

8. ...and hot media ‘titles’ within the strongest
media channels that best reach your target
Population
Life
%
Coverage
PopulationIdeal
%
Coverage
NETWORK Index Index
Organizer
(000) Life
Organizer Seeker
(000) Ideal
Seekers
TOP CABLE TV NETWORKS TO
Weather 4,183 34% 98 1,263 35% 100
Discovery 4,040 33% 97 1,179 33% 96
CNN 3,937 32% 104 1,162 32% 104
History 3,710 30% 90 1,223 34% 100
REACH THE ACME MAKE- Fox
News
Food
Network
HGTV
Lifetime
3,646
3,530
3,240
3,229
30%
29%
27%
27%
97
107
132
110
1,122
900
763
757
31%
25%
21%
21%
101
92
105
87
BELIEVE TARGET A&E
Animal
Planet
ABC
Family
ESPN
3,169
3,116
3,032
2,994
26%
26%
25%
25%
104
109
106
80
829
918
935
1,123
23%
25%
26%
31%
92
108
110
102
TLC 2,805 23% 108 744 21% 97
MSNBC 2,502 21% 110 714 20% 106
• By focusing on networks that have strong E!
Syfy
CNBC
2,141
2,078
2,018
18%
17%
17%
108
105
105
462
578
561
13%
16%
16%
78
98
99
as coverage and indexes for consumers Nickelodeon
ESPN2
1,780
1,775
15%
15%
107
78
561
730
16%
20%
115
108
looking to set lifestyle and financial goals
TV
Land 1,741 14% 115 500 14% 111
Bravo 1,646 14% 107 360 10% 79
LMN 1,512 12% 115 328 9% 84
BET 1,411 12% 113 405 11% 110
• Shared networks help identify most truTV
OWN
ESPNews
1,412
1,395
1,363
12%
11%
11%
99
109
92
371
309
449
10%
9%
12%
88
82
103
efficient networks Oxygen
Travel
1,358
1,206
11%
10%
116
101
304
306
8%
9%
88
87
HLN 1,175 10% 137 351 10% 138
• As part of the planning process, HomeRun
BBC
America 951 8% 119 281 8% 119
DIY 945 8% 127 285 8% 129
NFL
Network 919 8% 91 360 10% 120
Media planners combine this data with
Speed 908 7% 89 347 10% 115
TV
Guide 888 7% 102 157 4% 61
Inv
Discovery 803 7% 126 204 6% 109
e a c h n e t wo r k s a u d i e n c e d e l i ve r y Bio
WE
tv
History
Int
795
778
760
7%
6%
6%
111
122
100
255
127
213
7%
4%
6%
121
68
95
performance and discuss with the buying SOAPNet
The
Science
Channel
736
704
6%
6%
130
101
152
229
4%
6%
91
111
team to set campaign’s network priority
Style 687 6% 134 135 4% 89
ESPN
Classic 678 6% 101 235 7% 118
CBS
College 676 6% 99 216 6% 107
Cooking
650 5% 119 176 5% 109
FSN 513 4% 73 235 7% 114
TV
One 440 4% 129 158 4% 157
INSP 82 1% 67 46 1% 127
Bar
Graph
–
%
of
target
Age
35-­‐54
Ideal
Seekers
(3.6MM)
&
Life
Organizer
(12.2MM)
Line
Graph
–
Index
Measure
of
target
preference
against
total
US
popula+on Shared Networks
Source
–
MRI
DoubleBase
2011
HomeRunMEDIA

9. Why do we care about the
competition?
Keeping
an
eye
on
what
your
compe+tors
are
doing
tells
us
a
lot:
it
tells
us
how
many
others
we
are
up
against
in
gecng
your
target’s
aEen+on.
We
look
at
where
and
how
oden
they
are
communica+ng
with
the
audience,
how
are
they
posi+oning
their
product
&
communica+ng
their
offer,
and
the
trends
and
changes
in
their
spending
habits.
How
do
these
things
impact
us?
Who
is
new
to
the
marketplace
this
quarter,
and
how
can
we
keep
their
share
down
and
ours
up?
Can
certain
spend
trends
be
correlated
to
varia+ons
in
product
offering?
What
are
they
overlooking
that
we
can
capitalize
on?
Are
some
compe+tors
increasing
spend
month
ader
month
in
certain
media
channels?
What
is
the
tone
of
consumer
online
chaEer
pertaining
to
our
compe++on,
and
how
can
we
tailor
our
message
to
address
that
topic
for
our
product?
How
does
their
crea+ve
message
differ
from
ours?
Finally,
how
will
we
take
what
we’ve
learned
and
apply
it
to
a
stronger
campaign
that
will
boost
revenues
and
reduce
compe++ve
share?
The
following
slides
show
just
a
few
samples
of
topline
compe++ve
analyses
we
do.
Consulta+on
with
you
would
determine
just
how
detailed
the
data
presented
will
be.
HomeRunMEDIA

10. (Category media mix,
Competitive Spend)
HAIR RELAXER/GLOSSER MEDIA SPEND
Category Spend by Media Vehicle
• Category spend from November 2010-October 2011 was $9.23 million.
Cable TV
• Dark & Lovely, Motions and Original Root Stimulator are the biggest
26% players in the relaxer/glosser category
• Of these competitors Dark & Lovely and Original Root Stimulator
US Int-Display
4%
(ORS) spend almost 2/3 of their budget on magazines and the rest
Magazines B-to-B mostly on Cable, while Motions spend most of their budget on Cable TV
61% 3%
Syndication
2%
• Most media spend on Magazines, Cable and Syndication is specifically
Local Radio
Natl Spot Radio
2%
targeted to African Americans women, however some spend was also
1%
Outdoor focused on reaching English speaking Hispanic women
1%
$2,751,889 Spend by advertiser Nov 2010 - Oct 2011
Category Spend - $ 9.23 Million
$1,955,575
$1,563,797
$740,455
$618,317
$280,586 $238,531 $229,225 $191,800 $191,800 $112,753 $95,900 $89,346 $75,203
Dark & Lovely Motions Org Root Stim Optimum Mizani Ultra Sheen Liquid Keratin Luster Design Esse Cr Of Nature Dr Miracles Gentle Treat. Rts Of Nature African Pride
Source: Kantar Media Intelligence

11. (Category spend
seasonality)
ANTI-FUNGAL NAIL PRODUCT MEDIA SPEND SEASONALITY
JAN’11 - NOV’11
$1,200,000 Spot Length Mix
:30 Secs
17%
$900,000
:15 Secs
22% :10 Secs
61%
$600,000
$300,000
$0
Jan 2011 Feb 2011 Mar 2011 Apr 2011 May 2011 June 2011 July 2011 Aug 2011 Sept 2011 Oct 2011 Nov 2011
• Category has strong spikes in spend during the warmer spring and summer months to capitalize on the increase of humidity
and perspiration that happens during those periods
• Of all measured competitors in the category, FakeFoot was the only on that spent throughout all months of the year
• Pretend Cream started their media spend in February and increased spend as climate got warmer and was the only
competitor to use a mix of :10,:15 and :30 second spots
• MadeUpocide used only :10ss spots, while FakeFoot only used :15ss, Faux Feets., a female targeted product, only used 2
minute spots
Source: Kantar Media Intelligence HomeRunMEDIA

12. (Preferred properties
within media channel)
TOP MEDIA PROPERTIES BY THE MEDIA TYPE
Magazines - 5.6 Million Cable TV - 2.4 Million Internet - $374,368 Local Radio - $188,878
BET
ATLANTA
82% WALMART.COM 57%
ESSENCE 44% CHICAGO
EBONY ESSENCE ONLINE 16%
67%
23% 33%
TBS
8% BET.COM
WASHINGTON,DC
VH-1 11%
LATINA 2%
8% BLACKPLANET.COM
PHILADELPHIA
JET 6% 21%
5% HOUSTON
5% LATINA.COM 11%
1%
BRAV
2%
• Most media spend on Magazines, Cable and Syndication is specifically targeted to African Americans women
• Cable - BET (Award shows, reality show, talk shows, Top 10 shows), VH-1 (Basketball Wives), Bravo (Real
Housewives of Atlanta).
• Its very likely that advertisers had activity on TV ONE and Centric - However both these networks
are not measured by Kantar
• Magazines - Essence, JET and Ebony - Mizani and ORS spend more on Latina Magazine than on JET
• Internet: Both Dark & Lovely and Roots of Nature had activity on Walmart.com,
Source: Kantar Media Intelligence