FMCG categoryoct 2009

• about 3d interactive (3di)

• showcase database: The Great Australian Survey (GAS)

• email – highly targeted media

• lead generation o with GASo CPA with case studyo co-registration with case study

• samplingo case study

• sponsorship of a questiono case study

• summary

contents

about 3di

with the 3di/LMA/GAS restructure and consolidation under the Q Group, 3di becomes a

leader in permission marketing

we now have access to 5 million Australians through 25 databases, the most prominent being:

• Great Aussie Surveys (GAS)• Australia Post (FDS)• Rewards Central• Rewards Palace• Survey Choice

these are the ideal way to purchase targeted eyeballs (traffic) and deliver conversions

lead generation is delivered through online offers, targeted emails, sampling questions…

GAS overview• non-incentivised database of 370,000opted-in members

• to join, members complete a 50 questionsurvey about themselves

• $30,000 prize drawn every 6 months

• various lead generation options available

showcase database: The Great Australian Survey

any question of the GAS lifestyle survey is available to target specific consumers

email – highly targeted media

= 30,000 members

= 229,000 members

= 28,000 members

= 137,000 members

= 256,000 members

average email campaign is 20,000 members @ $0.28 = $5,600 + set up

• collect user profile data cost-effectively

• pay for registrations only

• technical setup and optimisation of the registration form managed internally

• a lead is a fully subscribed user who has left his contact details and expressed specific interest in the offer

• lead generation is bought on a per lead basis

lead generation

lead generation via CPA

CPA lead generation - via email & onsite• leads can be generated for clients via email and onsite activity

advantages• ideal for time sensitive campaigns: effective way to deliver a substantial number of leads in a short period of time

• substantial amount of information put in front of potential customers

• allows recipients to come back to the email later

• extensive targeting available

costs• from $2 per lead

CPA case study – Club Nutricia

client goal• grow clubNUTRICIA as much as possible through a competition

action• email (see left) sent to 60K members over 7 days, targeted to females interested in pregnancy information

results• around 3,000 leads generated

sampling via email or website

2. sampling question• insert a targeted sampling question to

the survey

Mail sample

costs• $280 p’000 emails - bulk discounts available• $400 setup

advantage• reach your specific target

1. sampling via email• email a targeted audience and invite

recipients to receive a sample by filling in their details

costs• $310 p’000 records - bulk discounts available• $500 setup

advantage• details of members opting in passed on to you• mail the sample straight away

client goal• get as many members as possible to try a sample of the new Lipton Green Tea

action• email (see left) sent to 100K members over 7 days, targeted to main grocery buyers

results

client results• over 12,000 samples required

MediumSelected

Open Rate Click Through Rate

email 34.9% 17.8%

sampling case study - Lipton

co-registration• question added to the survey filled in by new members• question shown to existing members via mini-surveys and on the website• name of the client must appear (Privacy laws)• all contact details of members opting-in are passed back to the client

advantages• advanced targeting available• leads are acquired on an on-going basis• question to remain active as long as the client desires • clients set a monthly budget based on responses

costs• from $1.50 p’ email record• from $3 p’ postal record• from $5 p’ telemarketing record• $500 setup

lead generation via co-registration

Would you like to join the HotelClub membership program which offers up to 60% off hotel rates worldwide? You will automatically go into the draw to win a ski trip to Japan.

Yes

No

client goal • grow the Expedia databases in Australia and New Zealand

action• question stayed live 18 months • targeted to Australian and New Zealand members interested in travel

client results• over 40,000 leads collected

Medium Selected Impressions/month Leads/month

co-registration 15,000 to 24,000 4,500 (average)

co-registration case study - Expedia

Want to be the first to hear about great deals on hotels, flights and more? Tick here to join the Expedia.com.au e-newsletter.

Yes

No

lead generation via sponsoring a question• question added to the survey filled in by new members• it appears as any other question to members• data is collected from respondents• tele + postal details can be supplied to client• email to be sent via GAS for Privacy reasons (client’s name is not cited so this is not considered as opt-in)

advantages• chose who will see the question - advanced targeting• ask a generic question without naming your brand• exclusive use of the data generated

costs• $310 p’000 email records• $310 p’000 postal records• $495 p’000 telemarketing records• $1,000 setup

sponsorship of a question

sponsorship of a question case study – Sanitarium

client goal• get as many people to join the challenge

action• Vegie Delights setup the below question within the GAS survey, everyone joining was exposed

results• email (see left) sent to members answering NOMedium

SelectedOpen Rate Click Through

Rate

email 29.4% 56.8%

Proposal for a 10K budget

1 – Sampling question 1,800 postal leads @ $3

= $5,400

2 - Sponsored question 12,000 emails @ 31c

= $3,720

+ setup = $880

TOTAL = $10,000

summary

Proposal for a 20K budget

1– Co-registration question 4,500 email leads @ $1.50

= $6,750

2 – Sponsored question 10,000 postal records @ 31c

= $3,100

3 – CPA online exposure and emails 4,635 leads @ $ 2 = $9,270

+ setup = $880

TOTAL = $20,000

sms “info” to: 0413 154 784mark@3Dinteractive.com.au