DTC THOR Associates

121 West 20th Street Suite 3D New York, NY 10011 www.thorassociates.com 212-645-5737

Direct to Consumer (DTC) marketing Key Benefits: Develop and build direct relationship with consumers

•  Consumer Insights: Direct contact with customers regarding products, technology, first/best in market, packaging, pricing, experience etc.

•  Survey/Product research: Product development and launch new products

•  Cross promote sales of line extension products/brand initiatives •  Branded Response DTC Approach, builds sales overnight and a brand

over time •  Metrics optimized by response/sales ROI. Build direct and indirect for

retail

•  Decreased media costs, amplify message and maximize budgets

2 Confidential www.thorassociates.com

Brand Equity

1.  Great consumer value 2.  Unique Selling Position (USP) 3.  Best in Market 4.  Ability to sell in multiple channels Product

Attributes

Customer Acquisition

DIGITAL TRADITIONAL

•  Web Media

•  Social Networks

•  Affiliate Marketing

•  Search/PPC

•  Email

•  Referral Program

•  DRTV

•  Home Shopping

•  Call Center

•  Radio

•  Print

•  Retail

Customer Experience Brand Equity

3

Strategic and Tactical Execution

•  THOR will provide DTC multi-channel marketing strategy and execution •  Production development: Strategic guidance on creative messaging to

build brand •  Sales/response assumptions: Provide projections and goals based on

roadmap and time of key performance indicators •  Tracking/reporting metrics: Executive weekly reporting •  Working with media agencies for results based on product experience,

demographics, research, heritage and best in class pricing •  Fulfillment: Delivery to the customer will be executed with best practice

insight •  Tele-Services/Customer Service: Training, Scripting and Save methodologies •  Multi-Channel integration for a robust ROI •  Direct response drivers for Retail •  Integration of digital strategy to build a multi channel platform


Critical Brand Elements

Strategy ] Understanding a Brand’s competitive marketplace ] Consumer touch points and messaging/offers/promotion

] Risk sensitivity

] Scalability

Execution ] DRTV, Radio, Digital, PR, Home Shopping, Print ] Calls to action – phone, web, retail ] Pricing ] Product configuration ] Remarketing

Growing the Brand

] Analytics ] Consumer Research ] Consumer touch points & messaging

Operational/Logistical Support

] Call center scripting & efficiencies ] Telemarketing ] Fulfillment ] Marketing Database

THOR


DTC Product Selection Elements

  Target Market Appeal  Unique/Innovative Technology  Demonstrates clear benefit  Acceptable price point  Proof of Concept   Special Introductory Offer  Multiple UpSells  Guarantee/Warrantee  Continuity Programs: AOV/LTV recurring revenue-

profit driver  Product Margins/COGS  Multiple distribution channels available (radio,

print, DRTV, web, HSC, retail)


Building Your DTC Foundation

Media Pathways Creative Retention/ “Hot” Leads

TV Long form Short form DM/Inserts Print Radio

Primary path Telemarketing (sales) Website/Landing Page

Utilization • 800#’s • Call routing/Handling • Scripting • Tracking

Messaging Brand Offer: Hard Offer Soft Offer Lengths: 28:30, 5:00, :120,:60,:30,:10

Retention-Loyalty •  Enhance the

process for e-mail (communication message, timing and frequency)

•  Utilize additional providers, customer service/fulfillment

Digital • Search-SEM & SEO • Affiliate (pay for performance) • Display • Web 2.0-Social Media, Video Sharing • Email List Rental

Digital Build media library • Display ads (animated/static) • E-mail ads • Contextual ads (copy heavy)

“Hot” Leads Monetize list of prospects via outbound contact strategy: e-mail and teleservices

Front End Experience Pathways, Retention & Prospect Engagement

Secondary path • Customer Service • eCommerce enabled Web Environments: • High Performing Channel (HPC) • -eCommerce cart • Blog


THOR Approach, Strategic Initiatives Objectives Strategy Tactics

Determine viability of DTC as an additional distribution channel (besides Retail and Home Shopping) that generates revenue profitably

Generate educated awareness via a “branded-response” approach to the creative as “a proven solution that transforms your life” amongst our target demo

Media should drive performance and cost efficiencies while negotiating flexible optimization/cancellation terms

Gather learnings for sustained and reliable deployment (post test pilot)

Develop a DTC “test pilot” program using a “tried & true” multi-channel approach that breaks thru the clutter

Integrate traditional branding elements (tone/color) with “best of” DR. Push “free trial” of product

Stack the deck by heavily weighting the media buys using only historically proven performing media channels in our targeted genre/demographic profile

Deliver statistical significance in each test cell prior to optimization (creative/offer/media/path) •  Track/Measure all key actions from

impression to conversion (sale)

Build a Test-Learn-Optimize environment: •  Creative, multiple creatives/offers in a

variety of ad formats •  Media, multiple channels-diverse media

portfolio (DM/Print, Radio, TV, Digital)

Pathways, multiple web landing pages and tele-sales scripts

Creative is focused on: call outs to the target audience (the technology/real stories/real people), proof points and offers.

Test media suppliers that generate both efficiency and scale within these channels •  Target DRTV long form, short form, DM/

Print, Radio and Digital

Maintain proper media mix throughout test so all data is useful for rollout planning •  Deploy Tracking/measurement tools •  Read results daily/weekly


Business Planning

Market & Competitive Research

Strategic & Media Planning

Define Metrics Offer Configuration

Customer Experience

Creative Management

Creative Consultation

Recommendations Creative Testing

Strategy Call-to-Action

Management & Analytics

Response Planning

Database Segmentation

Media Performance

Analysis Tracking & Reporting

Insight and Analytics for ROI


Teamwork Is Mission Critical

THOR works together with your senior management to build a successful brand using Direct Response marketing.

THOR delivers Direct Response expertise, which translates to a tangible competitive advantage for our clients.

THOR Associate’s Performance is built on a foundation of marketplace insight.

THOR delivers:

•  Managed hundreds of campaigns, in every Lifestyle category •  Assembled the most experienced and talented DR staff •  Established expertise of integration of traditional and digital for ROI

We create trust, success and ROI.


THOR Associates

•  Created $200 million dollar revenue campaigns in the Health/Wellness arena, Lifestyle, Fitness and Housewares.

•  Experienced team of professionals with strong industry relationships that ensure: •  Seamless integration of traditional/digital Direct Response initiatives •  Results based on marketing testing with predictive analysis modeling •  Experienced DR veteran agency with network of relationships

•  Our experience has created DRTV legends. From inception to fruition, we leave no piece of the marketing pie untouched.

•  25 years of DR Marketing •  DRMA Advisory Board •  Past ERA Executive Board

•  Direct to Consumer Specialists


Executive Team Fern Lee – CEO

Fern is an experienced, award-winning marketing professional with a proven track record of increasing awareness, revenues, consumer usage and asset values for multiple globally recognized media, entertainment and lifestyle/fitness/beauty brands. Fern is successful applying direct response to the traditional and digital marketplace. Fern’s strengths have allowed her to identify profitable customer segments, cultivate ways to favorably position client’s products and services, and ultimately create break-through marketing campaigns that deliver superior results. Fern currently is a Board Advisory Member of Response DRMA and sat on the Executive Board of The Electronic Retailing Association (ERA). During Fern’s career, she has managed annual budgets in excess of $200 million, hired and mentored staffs of 30 employees, and been responsible for almost every marketing discipline. Fern is an expert at consumer and trade advertising, promotions, media, radio, home shopping, international, production of long and short form DRTV, retail, Telco/customer service and digital marketing.

Fern is versed in providing:

Growth Strategies ✦ Startups ✦ Brand Portfolio Management ✦ Operational Consulting ✦ Telemarketing ✦ Modeling ✦ Integrated Marketing ✦ Offline Integration to Digital Marketing

Email Fern at: [email protected]

Lori Zeller – Managing Partner

Lori’s strengths are as a Chief Innovation Officer and Strategist. As the managing partner of THOR, she offers management redesign initiatives for increased revenue. She is a senior executive with a passion for project management and product development. Lori formulates strategic plans, shapes business development, aligns the financial and technical aspects of best practices and supports multi-channel marketing. Lori has contributed to a Medical Home pilot program creating innovation and the integration of technology as well as design quality initiatives with care management. Lori’s proven experience with the implementation of Traditional/Digital collaboration for various verticals provides THOR’s clients with well rounded recommendations for creative growth.

Lori is versed in providing:

Operational Management ✦ Strategic Planning ✦ Product Development ✦ Project Management ✦ Third Party Vendor Relationships ✦ Creative Direction ✦ Business Development ✦ Funding Resource

Email Lori at: [email protected]


DTC THOR Associates

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