power direct marketing

Marketing Profiling Targeting Mapping Monitoring Metrics

Integrated Front-Door Media and Marketing Services

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Integrated Front-Door Media & Marketing Services

Front-Door Marketing

“A highly specialized and measurable discipline that uses creative, precisely targeted media to reach consumers in

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 PostcardsLetters/EnvelopesScratch-off

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New Consumer Buying Habits

— As a results 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 couponinfonow.com

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Our SolutionAn Integrated At-Home Approach

Front-Door Media

Targeted Direct Mail

Real-TimePersonalization

(RTP)

PowerSamplingTM:Sample and

Coupon Delivery

PowerShopperTM

Front-DoorPolybag

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Front-Door Media— 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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Targeted Direct Mail— Services include list acquisition, profiling, predictive modeling,

statistical analysis, and database management —— Uses consistent, accurate, and custom-modeled data —

— Packaged with efficient print prices to increase response rate and keep marketing costs down —

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Real-Time Personalization (RTP)™— 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 Benefitsof Front-Door Marketing

— Highly targeted medium —— Uncluttered setting —— Category exclusivity —

— “Must-touch” interactivity —— High visibility “mini-billboard” —

— High production quality —— Measurable results (ROI) —

— Versatile tool (DR, branding, Out-of-Home) —

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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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Factors Affecting Response

— Market Conditions —— Message and Offer —

— Creative —— Targeting —

— Distribution (Quality and Quantity) — — Product or Service Characteristics —

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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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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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— Block-group analysis and targeting to identify best customers —

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— 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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— Guaranteed delivery —— Multiple levels of in-field auditing —

— GPS walker-level tracking —(A PowerDirect exclusive)

Handheld GPS tracker

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— Geo-targeting and mapping with Google Earth —

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— PowerTrakker (client extranet) —

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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 Topic

Recall 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 Metrics

Integrated Front-Door Media and Marketing Services

Contact Barry Gilbert at [email protected]

power direct marketing

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