Equipping Retailer with the capability to:Quantify the Potential Revenue by each market Construct Marketing Strategies to drive conversionExpertly execute Marketing CampaignsEnable 24 x 7 Campaign Performance Reporting

Case Study October 10, 2012

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A geo-level opportunity quantification of the revenue potential A geo-level opportunity quantification of the revenue potential across the U.S., inclusive of the optimum geographic foot prints for across the U.S., inclusive of the optimum geographic foot prints for each market, which is used for media buying, yellow page and other each market, which is used for media buying, yellow page and other

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Revenue Potential across Markets Least Most

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Then, a review of Client’s DRTV Performance, in contrast to Then, a review of Client’s DRTV Performance, in contrast to other clients markets with go forward recommendationsother clients markets with go forward recommendations

For example: Print Media Preference by cluster

02 - ESTA

BLISH

ED

ELITE

09 - PLA

TINU

M

OLD

IES

17 - APPLE

PIE FA

MILIES

19 - C

OU

NTR

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OM

FOR

T

31 - MID

A

MER

ICA

NA

36 - RA

ISIN'

GR

AN

DK

IDS

40 - THE

GR

EAT

OU

TDO

OR

S

51 - FAM

ILY M

ATTER

S

DAILY_NEWSP_CLASSIFIED 62 47 86 114 130 137 114 86DAILY_NEWSP_CHICAGO_SUN_TIMES 39 207 225 0 190 125 0 64DAILY_NEWSP_LONG_ISLAND_NEW_YORK_NEWS 175 204 133 0 92 142 0 177DAILY_NEWSP_PHILADELPHIA_INQUIRER 219 578 89 0 13 234 0 103DAILY_NEWSP_USA_TODAY 239 128 84 122 76 112 112 151DAILY_NEWSP_WALL_STREET_JOURNAL 603 277 68 8 22 25 66 104MAGAZINES_SATURDAY_EVENING_POST 48 275 26 70 17 337 60 163MAGAZINES_SOUND_VISION 243 103 144 17 307 59 0 47MAGAZINES_TRAVEL_LEISURE 602 204 55 15 159 79 7 163MAGAZINES_YANKEE 281 421 54 66 43 121 67 224MAGAZINES_CYCLE_WORLD 36 7 110 176 64 6 371 39MAGAZINES_FOUR_WHEELER 171 1 98 468 3 40 60 55MAGAZINES_THE_AMERICAN_LEGION 55 238 127 97 128 125 28 344MAGAZINES_INC 281 43 210 26 147 14 0 73SUNDAY_NEWSP_EDITORIAL 188 214 117 120 87 79 80 98SUNDAY_NEWSP_CHICAGO_SUN_TIMES 72 228 234 0 198 139 0 0SUNDAY_NEWSP_HOUSTON_CHRONICLE 110 255 26 80 167 53 97 266SUNDAY_NEWSP_LOS_ANGELES_TIMES 108 193 99 114 208 44 0 70SUNDAY_NEWSP_NEW_YORK_TIMES 433 182 65 6 94 71 5 19SUNDAY_NEWSP_PHILADELPHIA_INQUIRER 105 385 91 0 192 202 3 35

Media

Degree of propensity

Yellow Columns: The clusters with the most significant lift on customer rate White Columns : The major clusters that bring in volume

•Number represents the degree of propensity to read/listen/watch to that specific media with a 100 as base line

Detroit Cleveland HoustonCABLE_TV_THE_GOLF_CHANNEL 115 113 113CABLE_TV_CNBC 114 111 111CABLE_TV_SERVICES_MSNBC 112 109 109CABLE_TV_TCM_TURNER_CLASSIC_MOVIE 111 112 110CABLE_TV_HGTV_HOME_GARDEN 111 108 110CABLE_TV_FOX_NEWS_CHANNEL 110 109 108CABLE_TV_AMC 110 110 108CABLE_TV_A_E 110 109 108CABLE_TV_CNN_HEADLINE_NEWS 109 108 108CABLE_TV_BRAVO 109 106 107CABLE_TV_CNN 109 108 107CABLE_TV_FOX_SPORTS_NETWORK 108 108 107CABLE_TV_TV_GUIDE_CHANNEL 108 107 107CABLE_TV_THE_WEATHER_CHANNEL 107 108 107CABLE_TV_HISTORY_CHANNEL 107 106 106CABLE_TV_TRAVEL_CHANNEL 107 106 106CABLE_TV_FOOD_NETWORK 106 104 105CABLE_TV_HALLMARK_CHANNEL 106 110 106CABLE_TV_ESPN 106 104 105CABLE_TV_BBC_AMERICA 106 105 105CABLE_TV_STYLE 105 103 104CABLE_TV_ESPN2 105 104 104CABLE_TV_E_ENTERTAINMENT_TV 105 100 103CABLE_TV_FAMILY_NETWORK 105 106 103CABLE_TV_GAME_SHOW_NETWORK 102 105 102

Cable TV Preference by DMA

•Based on the cable TV preference of buyers in Detroit, Golf channel is the best media for TV infomercial program of natural cure products

Radio Preference by DMA

Detroit Cleveland HoustonBLACK_GOSPEL_MON___SUN_TOTAL__24_HRS 126 124 119NOSTALGIA_BIG_BAND_MON___SUN_TOTAL__24_HRS 124 127 110CLASSICAL_MON___SUN_TOTAL__24_HRS 124 113 115ALL_NEWS_MON___SUN_TOTAL__24_HRS 117 112 113TALK_MON___SUN_TOTAL__24_HRS 117 111 112NEWS_TALK_MON___SUN_TOTAL__24_HRS 116 111 112BLACK_RHYTHM_BLUES_MON___SUN_TOTAL__24_HRS 116 108 111NEWS_TALK_BUSINESS_SPORTS_MON___SUN_TOTAL__24_HRS 115 110 111ALL_SPORTS_MON___SUN_TOTAL__24_HRS 115 104 115SOFT_CONTEMPORARY_LITE_SOFT_ROCK_MON___SUN_TOTAL__24_HR 112 108 114OLDIES_ROCK___70S_MON___SUN_TOTAL__24_HRS 112 114 114EASY_LISTENING___CUME_AUDIENCE__MON___SUN_TOTAL__24_HRS 111 106 111NAC_SMOOTH_JAZZ_MON___SUN_TOTAL__24_HRS 110 103 104HOT_AC_MON___SUN_TOTAL__24_HRS 108 100 111GOLDEN_OLDIES__ALL____CUME_AUDIENCE__MON___SUN_TOTAL__24_HRS 108 108 110

•Based on the Radio preference of buyers in Detroit, Black Gospel channel is the best media for Radio infomercial program of natural cure products

All consolidated into Media Preference Scores

TV CABLE_TV_HGTV_HOME_GARDEN 108 SUNDAY NEWSPAPER SUNDAY_NEWSP_TRAVEL 109TV CABLE_TV_CNBC 108 SUNDAY NEWSPAPER SUNDAY_NEWSP_BUSINESS_FINANCE 109TV CABLE_TV_TCM_TURNER_CLASSIC_MOVIE 107 SUNDAY NEWSPAPER SUNDAY_NEWSP_EDITORIAL 108TV CABLE_TV_THE_WEATHER_CHANNEL 105 SUNDAY NEWSPAPER SUNDAY_NEWSP_HOME_FURNISHINGS_GARDENING 107TV CABLE_TV_A_E 105 DAILY NEWSPAPER DAILY_NEWSP_TRAVEL 110TV CABLE_TV_FOX_NEWS_CHANNEL 105 DAILY NEWSPAPER DAILY_NEWSP_PHILADELPHIA_INQUIRER 110TV CABLE_TV_HALLMARK_CHANNEL 105 DAILY NEWSPAPER DAILY_NEWSP_WALL_STREET_JOURNAL 109TV CABLE_TV_CNN_HEADLINE_NEWS 105 DAILY NEWSPAPER DAILY_NEWSP_BUSINESS_FINANCE 108TV CABLE_TV_AMC 105 MAGAZINES MAGAZINES_AARP_THE_MAGAZINE 115TV CABLE_TV_THE_GOLF_CHANNEL 105 MAGAZINES MAGAZINES_GOURMET 113TV CABLE_TV_CNN 105 MAGAZINES MAGAZINES_NEW_YORK_MAGAZINE 113TV CABLE_TV_CMT_COUNTRY_MUSIC 105 MAGAZINES MAGAZINES_CONSUMER_REPORTS 112TV CABLE_TV_SERVICES_MSNBC 105 MAGAZINES MAGAZINES_TEXAS_MONTHLY 112TV CABLE_TV_HISTORY_CHANNEL 105 MAGAZINES MAGAZINES_TRAVEL_LEISURE 112RADIO BLACK_GOSPEL_MON___SUN_TOTAL__24_HRS 128 MAGAZINES MAGAZINES_PREVENTION 112RADIO CLASSICAL_MON___SUN_TOTAL__24_HRS 115 MAGAZINES MAGAZINES_SUNSET 112RADIO NOSTALGIA_BIG_BAND_MON___SUN_TOTAL__24_HRS 114 MAGAZINES MAGAZINES_COUNTRY_LIVING 112RADIO BLACK_RHYTHM_BLUES_MON___SUN_TOTAL__24_HRS 112 MAGAZINES MAGAZINES_SOUTHERN_LIVING 111RADIO ALL_NEWS_MON___SUN_TOTAL__24_HRS 109 MAGAZINES MAGAZINES_KIPLINGERS_PERSONAL_FINANCE 111RADIO NEWS_TALK_MON___SUN_TOTAL__24_HRS 108 MAGAZINES MAGAZINES_NATIONAL_GEOGRAPHIC_TRAVELER 111RADIO TALK_MON___SUN_TOTAL__24_HRS 108 MAGAZINES MAGAZINES_ARTHUR_FROMMERS_BUDGET_TRAVEL 111RADIO NEWS_TALK_BUSINESS_SPORTS_MON___SUN_TOTAL__24_HRS 108 MAGAZINES MAGAZINES_TRADITIONAL_HOME 111

The highest Media Index 128 MAGAZINES MAGAZINES_ROAD_TRACK 111

Media ScoreMedianMedia

Type Media Type Median Media Score

Media Preference score is average of media preference score of buyers. The higher the score, the more likely your customers prefer a certain media channel overall.

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An integrated marketing plan of DRTV, Online and off-line channels An integrated marketing plan of DRTV, Online and off-line channels that foots to generating the required revenues stated in client’s that foots to generating the required revenues stated in client’s

business plan.business plan.Tactic January February March April May June July August September October November DecemberBrand - PR - Mass MediaAcquisitionPurchased Leads - Outside TM - Web Aggreg. - Media Aggreg. - Strategic Part.Direct Marketing - Direct Mail Phase - E-Mail III - CTM - Resolicit - DRTVSales Promotion - Customer - AssociateMass Marketing - Bill Inserts Test Test Test - TV/Radio Test Test - Web Site Enhance Enhance EnhanceReferral Program - Customer Test - Associate Test NewRelationship - E-Newsletter 1st 2nd 3rd 4th - Continuity Prog - Expansion TestCustomer Exper. - Customer Survey - GEMTests - Hispanic Market Test - Traffic by Opp. Test

Phase IV Phase V Phase VI Phase VII