How PowerDirect Delivers Results
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Transcript of How PowerDirect Delivers Results
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Marketing Profiling Targeting Mapping Monitoring Metrics
Front-Door Media and Marketing Services
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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.”
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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 —
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Preferred and trusted bytop national brands
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Front-door Campaigns
Die-cut Card AffixedLetters/EnvelopesScratch-off
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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 Report2 www.promotionsinfonow.com/coupons, Inmar, Inc., 2011
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Front-Door Media Products
PowerHangers™Specialty
Front-Door Media
PowerPersonalization™Online Lead Generation
PowerSamplingTM
Sample and Coupon Delivery
PowerShopperTM
Co-Op Polybag Program
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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. —
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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 —
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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 —
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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 —
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Front-Door Marketing solves many marketing challenges
— Traffic Generation —— Awareness/Branding —
— Acquisition —— Retention —
— Market Expansion —— Competitive Blunting —— New Product Launch —
— Grand Openings —— Trial —
— Loyalty —
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Features and Benefits of Front-Door Marketing
— Features —• Highly targeted medium• Solo delivered• “Must-touch” interactivity• High visibility “mini-billboard”• High production quality• Creative flexibility
— Benefits —• Reaches best prospects• Uncluttered setting• Category exclusivity• Immediate message delivery• Measurable results (ROI)• Branding and direct response
vehicle
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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
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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 —
Marketing
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Creative ConsiderationsWhat makes effective front-door creative
Short, benefit -oriented headline
Minimal copy
Simple, powerful visual
Strong, clear offer or call-to-action
Company or brand logo and name
On the Front
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Creative ConsiderationsWhat makes effective front-door creative
Optional:Perforated coupon
Mandatory:Clear offer details
Complete contact information
Mandatory: Legal
Opportunity for additional marketing copy (brand
message)
On the Back
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Dynamic Testing to Improve Response— Set up control vs. test cells to run simultaneously —
— Matched markets —— Test individual variables —
Graphics, offer, message, target audience
Front-door Mediawithout Scratch-Off
Front-door Media with Scratch-OffVS.
Example
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Factors Affecting Response— Market Conditions —— Message and Offer —
— Creative —— Targeting —
— Distribution (Quality and Quantity) —— Product or Service Characteristics —
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MethodologiesProfiling I Targeting I Mapping
Sophisticated geo-demographic and behavioral segmentation— Identifies ideal customer demographic and profile —
Only quality data and segmentation sourcesNielsen Claritas I Experian I MRI
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MethodologiesProfiling I Targeting I Mapping
— Block-group analysis and targeting to identify best customers —
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MethodologiesProfiling I Targeting I Mapping
— Visualizing market coverage —— Precise area mapping —
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— Uniformed, certified crews —— PDM signage with customer service number on auditor and
delivery vehicles —
MonitoringDuring Campaign I Post Campaign
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MonitoringDuring Campaign I Post Campaign
— Guaranteed delivery —— Multiple levels of in-field auditing —
— GPS walker-level tracking —(A PowerDirect exclusive)
Handheld GPS tracker
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MonitoringDuring Campaign I Post Campaign
— Geo-targeting and mapping with Google Earth —
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MonitoringDuring Campaign I Post Campaign
— PowerTrakker (client extranet) —
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MonitoringDuring 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—
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Metrics
— Cost per coupon redeemed —— Cost per inquiry —
— Cost per sale —— Incremental traffic —
— Increased visit frequency —— Increased average transaction value —
Wide range of customizable measurements to fit your needs
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Wendy’s Phone SurveyDistribution Date: Survey Date:Markets:
Research Interval:
October 18th – October 20th
October 19th – October 22nd
Bartlett, IL; Streamwood, IL; Bolingbrook, IL; Romeoville, IL; Montgomery, ILNaperville, IL; Oswego, ILOne to two days following delivery
Research TopicRecall Receipt of Door HangerRecall Product or Promotional OfferRedeem (Very or Somewhat Likely to Redeem or Already Redeemed)
Percent of Respondents* 63.29%
57%74%
*Each result reflects a percentage of persons asked the question (base). Error rate of +/- 5%
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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
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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
Marketing Profiling Targeting Mapping Monitoring MetricsMarketing Profiling Targeting Mapping Monitoring Metrics
Thank You! Questions?
Front-Door Media and Marketing Services
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APPENDIX
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Broad Category Experience
QSR Telecommunications FinancialWine & Spirits Computers
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CPG Retail Healthcare Multicultural Insurance
Broad Category Experience
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Die cuts get your attention!
Purpose: New product launchMedia: Die Cut DHRegion(s): SoutheastTargeting: High grocery $, families, breakfast $ around participating locationsOffer: Try them free! One free bag (18 or 24 count)
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Create a lasting impression!
Purpose: Build brand awareness in college townsMedia: Thick stock DH with dry erase coatingRegion(s): NationwideTargeting: Dorms and areas surrounding college campusesOffer: Pure brand awareness
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Get help with the bill!
Purpose: Drive consumers to Wal-Mart to purchase Hillshire Farm Deli productsMedia: Small DHRegion(s): SouthwestTargeting: Hispanic, $ Deli meats, FamiliesOffer: $1 off any package of Hillshire Farm’s lunchmeat
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Hola, me llamo Albertsons!
Purpose: Multi-cultural program used to build traffic for in store MoneyGramlocationsMedia: Standard DHRegion(s): WestTargeting: Hispanic, $ Grocery, Distance to location, FamiliesOffer: Money transfer for only $7
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Make the most of your space!
Purpose: Drive traffic to mallMedia: 4 panel DH with 27 individual couponsRegion(s): WestTargeting: Income, $ mall related expendituresOffer: 27 individual offers from tenants
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Where am I going to find that…?
Purpose: Product awarenessMedia: Small DHRegion(s): Heavy Hispanic marketsTargeting: Hispanic, $ camera and related equipmentOffer: Come see the new Casio cameras
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We’re here or we’re baaaaaack!
Purpose: Grand OpeningMedia: Standard DHRegion(s): LocalTargeting: Income, $ Apparel and FamiliesOffer: Extra 20% off Sale and Clearance items
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We would be happy to see you at 4AM!
Purpose: Drive traffic for Black FridayMedia: Standard DH with 2 perforated couponsRegion(s): MidwestTargeting: Income, Families and $ ApparelOffer: $10 of purchase of $25, extra 15% off sale and clearance items
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Direct the shopping migration!
Purpose: Spring event pushMedia: 4 panel DH with perforated couponRegion(s): NationwideOffer: $10 off $20, extra 15% off with application to credit card
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Make an impression on your first day!
Purpose: Drive apparel trafficMedia: Standard DH with couponRegion(s): NationwideTargeting: Income, age and $ apparelOffer: $10 off $20 purchase
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New store format!
Purpose: Introduce smaller Petco storesMedia: Die Cut DH with couponRegion(s): EastTargeting: Income and $ Pet SuppliesOffer: $5 of $25 purchase
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From Peechees to Pencils!
Purpose: Drive traffic to new locationMedia: Standard DH with couponRegion(s): SouthwestTargeting: Income and $ office suppliesOffer: $10 off $20 purchase
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Where college students live!
Purpose: Awareness for Droid IncredibleMedia: Standard DHRegion(s): NationwideTargeting: Select college campusesOffer: None
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Scratch-off components are engaging!
Purpose: Drive trafficMedia: Standard DH with scratch offRegion(s): SouthwestTargeting: Hispanic, Income and $ electronicsOffer: Scratch and win component
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Home is where the heart is!
Purpose: Build awareness and drive trafficMedia: Standard DHRegion(s): SoutheastTargeting: Income, HH value and $ Home furniture and furnishingsOffer: 25% off purchase or 48 months no interest
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Take back what is yours!
Purpose: Drive traffic from competitive areasMedia: Standard DH with couponRegion(s): SouthwestTargeting: $ grocery within neighborhoods shared with competitorsOffer: 10% off next shopping trip
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Nice to see you again…and again…!
Purpose: Announce remodeled storeMedia: Standard DH with multiple, timed couponsRegion(s): MidwestTargeting: Income, $ grocery and familiesOffer: Time tiered coupons
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Nice to KNOW you!
Purpose: Grand openingsMedia: Bag die cut DHRegion(s): NationwideTargeting: Income and $ home furnishingOffer: Enter to win $1,000 shopping spree
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I can get THAT, THERE?!
Purpose: New product awarenessMedia: Standard DHRegion(s): NationwideTargeting: Income, age and $ ComputersOffer: Awareness