Driving Customer Engagement Through Multichannel Marketing
Hello, my name is NAME and I'm calling on behalf of Wendy's. May I please speak with the head of the household?Respondent: Speaking
1. Front-Door Media and
Marketing Services
Marketing Profiling Targeting Mapping Monitoring Metrics
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2. 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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3. 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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6. 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 Report
2 www.promotionsinfonow.com/coupons, Inmar, Inc., 2011
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7. Front-Door Media Products
PowerHangers™ PowerShopperTM PowerPersonalization™ PowerSamplingTM
Specialty Co-Op Polybag Online Lead Generation Sample and Coupon
Front-Door Media Program Delivery
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8. 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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9. 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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10. 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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11. 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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13. Features and Benefits
of Front-Door Marketing
— Features — — Benefits —
• Highly targeted medium • Reaches best prospects
• Solo delivered • Uncluttered setting
• “Must-touch” interactivity • Category exclusivity
• High visibility “mini-billboard” • Immediate message delivery
• High production quality • Measurable results (ROI)
• Creative flexibility • Branding and direct response
vehicle
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14. 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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15. Marketing
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 —
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16. Creative Considerations
What makes effective front-door creative
On the Front
Simple, powerful visual
Short, benefit -oriented
headline
Minimal copy
Strong, clear offer or Company or brand
call-to-action logo and name
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17. Creative Considerations
What makes effective front-door creative
On the Back
Opportunity for additional
marketing copy (brand
message)
Complete contact
Optional:
information
Perforated coupon
Mandatory:
Clear offer details Mandatory: Legal
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18. Dynamic Testing to Improve Response
— Set up control vs. test cells to run simultaneously —
— Matched markets —
— Test individual variables —
Graphics, offer, message, target audience
Example
Front-door Media Front-door Media
without Scratch-Off VS. with Scratch-Off
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19. Factors Affecting Response
— Market Conditions —
— Message and Offer —
— Creative —
— Targeting —
— Distribution (Quality and Quantity) —
— Product or Service Characteristics —
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20. Methodologies
Profiling I Targeting I Mapping
Sophisticated geo-demographic and behavioral segmentation
— Identifies ideal customer demographic and profile —
Only quality data and segmentation sources
Nielsen Claritas I Experian I MRI
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21. Methodologies
Profiling I Targeting I Mapping
— Block-group analysis and targeting to identify best customers —
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23. Monitoring
During Campaign I Post Campaign
— Uniformed, certified crews —
— PDM signage with customer service number on auditor and
delivery vehicles —
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24. Monitoring
During 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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27. Monitoring
During 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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28. Metrics
Wide range of customizable measurements to fit your needs
— Cost per coupon redeemed —
— Cost per inquiry —
— Cost per sale —
— Incremental traffic —
— Increased visit frequency —
— Increased average transaction value —
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29. Wendy’s Phone Survey
Distribution Date: October 18th – October 20th
Survey Date: October 19th – October 22nd
Markets: Bartlett, IL; Streamwood, IL; Bolingbrook, IL; Romeoville, IL; Montgomery, IL
Naperville, IL; Oswego, IL
Research Interval: One to two days following delivery
Research Topic Percent of Respondents*
Recall Receipt of Door Hanger 63.29%
Recall Product or Promotional Offer 57%
Redeem (Very or Somewhat Likely to Redeem or Already Redeemed) 74%
*Each result reflects a percentage of persons asked the question (base). Error rate of +/- 5%
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30. 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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31. 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
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32. Front-Door Media and
Marketing Services
Thank You! Questions?
Marketing Profiling Targeting Mapping Monitoring Metrics
36. Die cuts get your attention!
Purpose: New product launch
Media: Die Cut DH
Region(s): Southeast
Targeting: High grocery $, families,
breakfast $ around participating locations
Offer: Try them free! One free bag (18
or 24 count)
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37. Create a lasting impression!
Purpose: Build brand awareness
in college towns
Media: Thick stock DH with dry
erase coating
Region(s): Nationwide
Targeting: Dorms and areas
surrounding college campuses
Offer: Pure brand awareness
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38. Get help with the bill!
Purpose: Drive consumers to Wal-Mart
to purchase Hillshire Farm Deli products
Media: Small DH
Region(s): Southwest
Targeting: Hispanic, $ Deli meats,
Families
Offer: $1 off any package of Hillshire
Farm’s lunchmeat
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39. Hola, me llamo Albertsons!
Purpose: Multi-cultural program used
to build traffic for in store MoneyGram
locations
Media: Standard DH
Region(s): West
Targeting: Hispanic, $ Grocery,
Distance to location, Families
Offer: Money transfer for only $7
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40. Make the most of your space!
Purpose: Drive traffic to mall
Media: 4 panel DH with 27
individual coupons
Region(s): West
Targeting: Income, $ mall
related expenditures
Offer: 27 individual offers from
tenants
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41. Where am I going to find that…?
Purpose: Product awareness
Media: Small DH
Region(s): Heavy Hispanic markets
Targeting: Hispanic, $ camera and
related equipment
Offer: Come see the new Casio
cameras
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42. We’re here or we’re baaaaaack!
Purpose: Grand Opening
Media: Standard DH
Region(s): Local
Targeting: Income, $ Apparel and Families
Offer: Extra 20% off Sale and Clearance items
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43. We would be happy to see you at 4AM!
Purpose: Drive traffic for Black Friday
Media: Standard DH with 2 perforated
coupons
Region(s): Midwest
Targeting: Income, Families and $ Apparel
Offer: $10 of purchase of $25, extra 15%
off sale and clearance items
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44. Direct the shopping migration!
Purpose: Spring event push
Media: 4 panel DH with
perforated coupon
Region(s): Nationwide
Offer: $10 off $20, extra 15% off
with application to credit card
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45. Make an impression on your first day!
Purpose: Drive apparel traffic
Media: Standard DH with coupon
Region(s): Nationwide
Targeting: Income, age and $ apparel
Offer: $10 off $20 purchase
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46. New store format!
Purpose: Introduce smaller Petco stores
Media: Die Cut DH with coupon
Region(s): East
Targeting: Income and $ Pet Supplies
Offer: $5 of $25 purchase
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47. From Peechees to Pencils!
Purpose: Drive traffic to new location
Media: Standard DH with coupon
Region(s): Southwest
Targeting: Income and $ office supplies
Offer: $10 off $20 purchase
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48. Where college students live!
Purpose: Awareness for Droid Incredible
Media: Standard DH
Region(s): Nationwide
Targeting: Select college campuses
Offer: None
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49. Scratch-off components are engaging!
Purpose: Drive traffic
Media: Standard DH with scratch off
Region(s): Southwest
Targeting: Hispanic, Income and $
electronics
Offer: Scratch and win component
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50. Home is where the heart is!
Purpose: Build awareness and drive traffic
Media: Standard DH
Region(s): Southeast
Targeting: Income, HH value and $ Home
furniture and furnishings
Offer: 25% off purchase or 48 months no
interest
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51. Take back what is yours!
Purpose: Drive traffic from competitive
areas
Media: Standard DH with coupon
Region(s): Southwest
Targeting: $ grocery within
neighborhoods shared with competitors
Offer: 10% off next shopping trip
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52. Nice to see you again…and again…!
Purpose: Announce remodeled store
Media: Standard DH with multiple, timed
coupons
Region(s): Midwest
Targeting: Income, $ grocery and families
Offer: Time tiered coupons
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53. Nice to KNOW you!
Purpose: Grand openings
Media: Bag die cut DH
Region(s): Nationwide
Targeting: Income and $ home
furnishing
Offer: Enter to win $1,000
shopping spree
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54. I can get THAT, THERE?!
Purpose: New product awareness
Media: Standard DH
Region(s): Nationwide
Targeting: Income, age and $ Computers
Offer: Awareness
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