Market planning, brand development and communi- cations for innovative B2B companies selling emerging technologies and turnkey solutions to North American and international customers.
Oceancom offers an effective Hybrid Marketing alternative to hiring an expensive agency or
managing individual freelance people.
A top-three import automaker asked Symphony Advanced Media to develop a strategy to
measure the ROI of sponsoring of a widely recognized, highly coveted sports award. As the
automaker’s partner for measurement and optimization of advertising in all media channels
since 2006, SymphonyAM was tapped by the client’s advertising agency to quantify the
brand impact and ROI of sponsoring this highly visible event.
Market planning, brand development and communi- cations for innovative B2B companies selling emerging technologies and turnkey solutions to North American and international customers.
Oceancom offers an effective Hybrid Marketing alternative to hiring an expensive agency or
managing individual freelance people.
A top-three import automaker asked Symphony Advanced Media to develop a strategy to
measure the ROI of sponsoring of a widely recognized, highly coveted sports award. As the
automaker’s partner for measurement and optimization of advertising in all media channels
since 2006, SymphonyAM was tapped by the client’s advertising agency to quantify the
brand impact and ROI of sponsoring this highly visible event.
El maquillaje de moda de la primavera, Teatro openair, Aperitivo Cinzano, un nuevo restaurante especializado en tacos de pescado, nuevas tendencias foodie, la vuelta de las noches del Anti-Karaoke...
Last week, Mr. William Strauss with the Federal Reserve Bank of Chicago presented the 2012 Economic Highlights to the Aurora Regional Chamber membership. This is his presentation.
Portafolio Creativo Plus [Social Media Marketing]Héctor Rodríguez
Soy un amante de la comunicación digital, curioso, creativo y apasionado de las redes sociales. Disfruto de una buena taza de café al momento de: planificar, crear, y comunicar mediante estos nuevos canales.
Delivering Results to the Last Uncluttered SpacePower Direct
Learn how Power Direct identifies and engages consumers through one of the last uncluttered spaces -- the front door to achieve results for major brands.
How SDL make omni channel marketing a reality and deliver a better customer e...Roger Luxton
Presentation given at the Technology for Marketing and Advertising show in London on 27th February 2013. The presentation discusses Omni-Channel and Customer Experience for Marketers. It references Specialty Fashion Group and how they have delivered award winning marketing for their customers using the SDL Campaign Management and Analytics platform.
Implementing Marketing Analytics Business PracticesSenturus
Learn how to use technology to improve your ability to measure and implement direct marketing campaigns for greater impact and ROI.
Topics include:
• Why measurement is critical to successful direct marketing campaigns
• Common mistakes in determining what to measure
• Solutions for developing a direct marketing analysis maturity model
• Determining where your organization falls within the direct marketing analysis maturity model
• How to improve your direct marketing results
See a demonstration of how to use technology to achieve true closed loop marketing that measures from touch to sale.
Senturus, a business analytics consulting firm, has a resource library with hundreds of free recorded webinars, trainings, demos and unbiased product reviews. Take a look and share them with your colleagues and friends: http://www.senturus.com/resources/.
Email-Expo 2012
Cross-Channeldialogue Marketing
Jan Teerlinck, selligent
Blog by Messe Frankfurt for the Digital Business:
http://connected.messefrankfurt.com/en/
1. Front-Door Media and
Marketing Services
Marketing Profiling Targeting Mapping Monitoring Metrics
1
2. Front-Door Marketing
“A highly specialized and measurable discipline that uses creative,
precisely targeted media to reach and engage consumers through
one of the last uncluttered environments — their front door.”
2
3. Meet
— Integrated Front-Door Media and Marketing Services —
— 10 years Front-door Marketing experience —
— Category pioneer and innovator —
— 2010 Inc.’s 500 | 5000 List of Fastest-Growing Private
Companies in America —
— Over 1,300 campaigns produced and delivered —
— Broad ranging industry experience —
— Preferred partner for nation’s top brands and agencies —
— North American distribution —
3
6. New Consumer Buying Habits
— As a result of the recession of 2009, 83% of consumers make
purchase decisions at home1 —
— Coupon redemptions are up nearly 20% from two years ago 2 —
— 64% of consumers rely on a list when shopping 1 —
— 40% align the list with coupons they have in hand 1 —
Source: 1 Information Resources International October 2009 Times & Trends Report
2 www.promotionsinfonow.com/coupons, Inmar, Inc., 2011
6
7. Front-Door Media Products
PowerHangers™ PowerShopperTM PowerPersonalization™ PowerSamplingTM
Specialty Co-Op Polybag Online Lead Generation Sample and Coupon
Front-Door Media Program Delivery
7
8. PowerHangers™
— Unique Jumbo Size: 17” tall x 5.5” wide —
— Fresh alternative to traditional media —
— High visibility generates outstanding recall
potential and provides significant branding
opportunity —
— Wide range of customizable options
including special die-cut, scratch-off, affixed
card, audio, taste strips, scents, etc. —
8
9. PowerPersonalization™
— Drive-to-web component for any front-door program —
— Generates personalized landing pages and targeted content —
— Builds a list of highly qualified responders for future
remarketing opportunities —
9
10. PowerSampling™
— Fully integrated solution including front-end
modeling and segmentation to post-
campaign analysis —
— Influences behavior and stimulates trial —
— Includes cost-effective customization
options such as bag design, overwrapping,
sample/coupon insertion, marketing material
design, and co-packaging —
10
11. PowerShopper™
— Weekly polybag program delivered to the
best retail shoppers —
— Targets top 25% of retail shoppers —
— Delivers colorful, branded PowerShopper™
polybags to consumers on the weekend,
the best shopping days —
11
13. Features and Benefits
of Front-Door Marketing
— Features — — Benefits —
• Highly targeted medium • Reaches best prospects
• Solo delivered • Uncluttered setting
• “Must-touch” interactivity • Category exclusivity
• High visibility “mini-billboard” • Immediate message delivery
• High production quality • Measurable results (ROI)
• Creative flexibility • Branding and direct response
vehicle
13
14. The “Science” of Front-Door
Marketing
“Tightly integrated blend of marketing expertise, proven direct-
response methodologies, leading-edge monitoring and
campaign metrics.”
This combination is unique to PowerDirect
14
15. Marketing
We create dynamic front-door campaigns.
— Front-door marketing strategy —
— Creative consulting (copy, design, offer) —
Integration with client brand positioning and other media
— Promotional ideas —
— Partnerships —
— Dynamic testing recommendations —
15
16. Creative Considerations
What makes effective front-door creative
On the Front
Simple, powerful visual
Short, benefit -oriented
headline
Minimal copy
Strong, clear offer or Company or brand
call-to-action logo and name
16
17. Creative Considerations
What makes effective front-door creative
On the Back
Opportunity for additional
marketing copy (brand
message)
Complete contact
Optional:
information
Perforated coupon
Mandatory:
Clear offer details Mandatory: Legal
17
18. Dynamic Testing to Improve Response
— Set up control vs. test cells to run simultaneously —
— Matched markets —
— Test individual variables —
Graphics, offer, message, target audience
Example
Front-door Media Front-door Media
without Scratch-Off VS. with Scratch-Off
18
19. Factors Affecting Response
— Market Conditions —
— Message and Offer —
— Creative —
— Targeting —
— Distribution (Quality and Quantity) —
— Product or Service Characteristics —
19
20. Methodologies
Profiling I Targeting I Mapping
Sophisticated geo-demographic and behavioral segmentation
— Identifies ideal customer demographic and profile —
Only quality data and segmentation sources
Nielsen Claritas I Experian I MRI
20
21. Methodologies
Profiling I Targeting I Mapping
— Block-group analysis and targeting to identify best customers —
21
23. Monitoring
During Campaign I Post Campaign
— Uniformed, certified crews —
— PDM signage with customer service number on auditor and
delivery vehicles —
23
24. Monitoring
During Campaign I Post Campaign
— Guaranteed delivery —
— Multiple levels of
in-field auditing —
— GPS walker-level tracking —
(A PowerDirect exclusive)
Handheld GPS tracker
24
27. Monitoring
During Campaign I Post Campaign
Independent phone surveys indicate that consumers report:
— High recall of receipt of a direct-to-door ad —
— Strong recall and comprehension of marketer’s message and offer —
— High intent to purchase/act on the offer—
27
28. Metrics
Wide range of customizable measurements to fit your needs
— Cost per coupon redeemed —
— Cost per inquiry —
— Cost per sale —
— Incremental traffic —
— Increased visit frequency —
— Increased average transaction value —
28
29. Wendy’s Phone Survey
Distribution Date: October 18th – October 20th
Survey Date: October 19th – October 22nd
Markets: Bartlett, IL; Streamwood, IL; Bolingbrook, IL; Romeoville, IL; Montgomery, IL
Naperville, IL; Oswego, IL
Research Interval: One to two days following delivery
Research Topic Percent of Respondents*
Recall Receipt of Door Hanger 63.29%
Recall Product or Promotional Offer 57%
Redeem (Very or Somewhat Likely to Redeem or Already Redeemed) 74%
*Each result reflects a percentage of persons asked the question (base). Error rate of +/- 5%
29
30. Results & Success Stories
— Home Depot —
Buy One, Get One Promotions: 100% sales increase for targeted products
— Old Navy —
Grand Opening Coupon Programs: New-market redemption rate of nearly 4%
— Ace Hardware —
Sweepstakes Program: 13% response rate
— CVS Pharmacy —
Coupon Promotion: 7% sales increase
— Union Bank —
Checking Promotion: 3% conversion rate
— Kohl’s —
Gift Card Program: 6% redemption rate
30
31. How We Can Integrate with You
— Partner at the Front Door —
Deep retail and brand experience/sensitivities
— Dovetail with Existing Efforts —
Leverage data and tactics with precision to support overall objectives
— Effectively and Efficiently Scale —
Deliver a large and/or select audience with block group refinement
— Perform and Pay-out —
Highly accountable, impactful consumer engagement
31
32. Front-Door Media and
Marketing Services
Thank You! Questions?
Marketing Profiling Targeting Mapping Monitoring Metrics
36. Die cuts get your attention!
Purpose: New product launch
Media: Die Cut DH
Region(s): Southeast
Targeting: High grocery $, families,
breakfast $ around participating locations
Offer: Try them free! One free bag (18
or 24 count)
36
37. Create a lasting impression!
Purpose: Build brand awareness
in college towns
Media: Thick stock DH with dry
erase coating
Region(s): Nationwide
Targeting: Dorms and areas
surrounding college campuses
Offer: Pure brand awareness
37
38. Get help with the bill!
Purpose: Drive consumers to Wal-Mart
to purchase Hillshire Farm Deli products
Media: Small DH
Region(s): Southwest
Targeting: Hispanic, $ Deli meats,
Families
Offer: $1 off any package of Hillshire
Farm’s lunchmeat
38
39. Hola, me llamo Albertsons!
Purpose: Multi-cultural program used
to build traffic for in store MoneyGram
locations
Media: Standard DH
Region(s): West
Targeting: Hispanic, $ Grocery,
Distance to location, Families
Offer: Money transfer for only $7
39
40. Make the most of your space!
Purpose: Drive traffic to mall
Media: 4 panel DH with 27
individual coupons
Region(s): West
Targeting: Income, $ mall
related expenditures
Offer: 27 individual offers from
tenants
40
41. Where am I going to find that…?
Purpose: Product awareness
Media: Small DH
Region(s): Heavy Hispanic markets
Targeting: Hispanic, $ camera and
related equipment
Offer: Come see the new Casio
cameras
41
42. We’re here or we’re baaaaaack!
Purpose: Grand Opening
Media: Standard DH
Region(s): Local
Targeting: Income, $ Apparel and Families
Offer: Extra 20% off Sale and Clearance items
42
43. We would be happy to see you at 4AM!
Purpose: Drive traffic for Black Friday
Media: Standard DH with 2 perforated
coupons
Region(s): Midwest
Targeting: Income, Families and $ Apparel
Offer: $10 of purchase of $25, extra 15%
off sale and clearance items
43
44. Direct the shopping migration!
Purpose: Spring event push
Media: 4 panel DH with
perforated coupon
Region(s): Nationwide
Offer: $10 off $20, extra 15% off
with application to credit card
44
45. Make an impression on your first day!
Purpose: Drive apparel traffic
Media: Standard DH with coupon
Region(s): Nationwide
Targeting: Income, age and $ apparel
Offer: $10 off $20 purchase
45
46. New store format!
Purpose: Introduce smaller Petco stores
Media: Die Cut DH with coupon
Region(s): East
Targeting: Income and $ Pet Supplies
Offer: $5 of $25 purchase
46
47. From Peechees to Pencils!
Purpose: Drive traffic to new location
Media: Standard DH with coupon
Region(s): Southwest
Targeting: Income and $ office supplies
Offer: $10 off $20 purchase
47
48. Where college students live!
Purpose: Awareness for Droid Incredible
Media: Standard DH
Region(s): Nationwide
Targeting: Select college campuses
Offer: None
48
49. Scratch-off components are engaging!
Purpose: Drive traffic
Media: Standard DH with scratch off
Region(s): Southwest
Targeting: Hispanic, Income and $
electronics
Offer: Scratch and win component
49
50. Home is where the heart is!
Purpose: Build awareness and drive traffic
Media: Standard DH
Region(s): Southeast
Targeting: Income, HH value and $ Home
furniture and furnishings
Offer: 25% off purchase or 48 months no
interest
50
51. Take back what is yours!
Purpose: Drive traffic from competitive
areas
Media: Standard DH with coupon
Region(s): Southwest
Targeting: $ grocery within
neighborhoods shared with competitors
Offer: 10% off next shopping trip
51
52. Nice to see you again…and again…!
Purpose: Announce remodeled store
Media: Standard DH with multiple, timed
coupons
Region(s): Midwest
Targeting: Income, $ grocery and families
Offer: Time tiered coupons
52
53. Nice to KNOW you!
Purpose: Grand openings
Media: Bag die cut DH
Region(s): Nationwide
Targeting: Income and $ home
furnishing
Offer: Enter to win $1,000
shopping spree
53
54. I can get THAT, THERE?!
Purpose: New product awareness
Media: Standard DH
Region(s): Nationwide
Targeting: Income, age and $ Computers
Offer: Awareness
54