Handshake Marketing Generic Band Tour Plan Pdf

DOOH Media Capabilities/Options
Discussion: Low Budget Tour Support

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Copyright 2010, Confidential Property of handshake Marketing · www.handshakemarketing.com · 516-625-5500

DOOH Media Capabilities/Options Discussion: Tour Support

Solution: DOOH/Mobile marketing campaign platform

Our DOOH (digital out of home) marketing planning/buying resource – the
largest in the nation – was made possible by leveraging our unique
experiences and proprietary solutions.
It enables clients to connect with their brand-prone targets in mass: with
unparalleled scale, frequency, efficiency, and precision.

Overview:
► Over 260 networks, more than 3 million screens
across the US, all of mobile and growing
► 10X larger than any other platform: more
options = better planning ability, lower rates
► Best of class behaviorally qualified
targets/demographics
► Best of practice resources & measurements
► Target reach @ high levels of frequency
► Opportunity for interactivity and engagement (via
SMS, Mobile, WIFI and interactive DOOH)
► Cross-platform connectivity between screens
and wireless devices/cell phones
► Contextually and behaviorally delivered advertising

Copyright 2010, Confidential Property of handshake Marketing · www.handshakemarketing.com · 516-625-5500 2


Solution for fragmentation of media/volume of “push”
Frequency is key to moving consumers through the point of purchase...

Connect to your brand targets through all aspects of their active out-of-home lives.
Multiple touch points & high revisit rates = outstanding, cost efficient frequency

All Mobile Consumers Healthcare:
• Hospitals
• Dentist Waiting Rooms Transportation:
Restaurants & Bars: • Medical Waiting Rooms • Airplanes
Corporate: • Restaurants • Airports
• Office Buildings • OB/GYN Waiting Rooms
• Cafes • Pediatrics Waiting Rooms • Buses
• Cafeterias & Break • Ferries
• Bars • Veterinary Waiting Rooms
Rooms • Taxis
• Convention Centers • Trains
• Elevators • General

Retail:
• Malls
Education: •
• Fashion Stores Supermarkets
• Universities Mobile • Furniture Stores
WIFI • Furniture Rental
• Liquor Stores
Hotels Hot
Spots Health Clubs:
Gas Stations Sports: • Adult health clubs
• Arenas • Children’s health
• Golf Courses clubs/activity centers
ATMs • Race Tracks
• General
General:
• Beauty Salons
Entertainment:
Convenience • Amusement parks
• Car Washes Streetscapes:
• Cash Checking • Outdoor
Stores • Casinos • Recreation Centers • Subways/Tunnels
• Movie Theaters • Retirement Communities
• Museums • Visitor Centers



handshake’s DOOH Marketing Campaign Platform - Recap

DOOH resource solution: handshake service:

► More coverage, reach and frequency possible ► Significantly lower rates because we charge
than any other DOOH option less/buy direct from network owners

► Can be finely geo-targeted, over 3 million ► Transparent fee structure
options to plan from
► 15 years - case validation of predictive
► Plans directly overlay with national databases consumer targets, multiple sectors
of all people, places and businesses
► Extensive marketing strategy, geo-targeting,
► All types of digital screens, cutting edge behavioral targeting & campaign planning
technologies and wireless interactive points credentials

► Connectivity with any cell phone, anywhere, ► Best practices integrated with best of
ability to send text offers/links and downloads practice resources

► Not just B2C – targeted reach where ► We build our media plans utilizing the

Sources: handshake Marketing
business travelers and workers spend their same exact industry sources used to
time make spend decisions today

► Increase of frequency level improves ► We’ve built in operational/legal/financial and
performance & bring lift to all types of tactics other critical client protections into our
planning/buying resource



DOOH Plan Input Recap
► Purpose: Increase awareness/ticket sales of Band’s tour venue performances, generating
additional awareness of concert venues.

► Flight: 15 different two-week flight times due to different venue locations beginning 2 weeks
prior to the day before each concert date:

► Markets: 30 mile radius surrounding venues with reasonable target penetration along with
high availability of DOOH inventory.

► Budget: $5,000 – $7,500 per market

Sources: Client, handshake Marketing, Experian-Simmons
► Target

► Rock/pop concert goers who buy or download rock genre music.

► Offer: TBD

► Spot: :15 spots, banners, and screensavers

► Additional Services Available: SMS, music sponsor video



Venue Selection
► We began with 28 Band tour venues. We then narrowed down to the list of venues below that showed
reasonable target penetration balanced against those that had the most available DOOH inventory.

Available # Available
of DOOH # of
Show Date Index* Venue Name City State Locations screens

Sources: Client, handshake Marketing, Network Partners, Experian-Simmons, Nielsen-Claritas
The Venue 1
28-Jul-10 118 Venue 1 Bristow VA 988 47,610
30 mile trade
03-Aug-10 106 Venue 2 Mansfield MA 1,448 77,102
area is 18%
more likely 06-Aug-10 86 Venue 3 Cuyahoga Falls OH 1,333 30,223
than the 13-Aug-10 96 Venue 4 Cincinnati OH 891 17,389
average 14-Aug-10 98 Venue 5 Noblesville IN 808 16,772
market to have 15-Aug-10 104 Venue 6 Tinley Park IL 3,080 68,071
attended a
17-Aug-10 94 Venue 7 Camden NJ 2,753 56,557
rock/pop
21-Aug-10 109 Venue 8 Holmdel NJ 4,080 115,574
concert and
buy or 24-Aug-10 104 Venue 9 Wantagh NY 4,291 102,444

download rock 28-Aug-10 92 Venue 10 Virginia Beach VA 552 16,241
genre music. 29-Aug-10 112 Venue 11 Atlanta GA 1,383 53,873

West Palm
31-Aug-10 103 Venue 12 Beach FL 542 14,677
01-Sep-10 92 Venue 13 Tampa FL 1,235 31,680
03-Sep-10 104 Venue 14 Dallas TX 1,818 54,671
04-Sep-10 102 Venue 15 The Woodlands TX 1,124 25,696

Selected due to high availability of DOOH locations
* Prone to be rock/pop concert goers who buy or download rock genre music


Venues Chosen for DOOH Compared to Those That Were Not
► Each cluster on this map reflects a venue’s trading area. The venues chosen by handshake for
DOOH coverage are circled in red, while the venues not being covered are circled in blue.

Sources: handshake Marketing, Nielsen-Claritas
Legend
handshake Marketing covered ZIP Codes

Non handshake Marketing covered ZIP Codes

Creed tour Venues
Tour Venues



What are the Types of Digital Out of Home (DOOH) Media

► We then chose the available DOOH networks with the greatest fit to Band’s music followers.

Target* Target*
DOOH Network Type Target Network Selection Validation:
Index %
Bars Go to bars/nightclubs/dancing in the last 12 months 274 57.97%

Baseball Very interested in Major League Baseball (MLB) 176 24.23%

Fast Food Visited fast food restaurant 14+ times in the last 30 days 137 61.65%

Do physical fitness at a private club 244 24.05%

Sources: handshake Marketing, Experian-Simmons
Health Clubs
Agree A Lot: I do some sport exercise once a week 122 34.28%

Have gone to a shopping mall in the last 4 weeks 125 64.79%
Malls
Visited a shopping mall 4 – 5 times in the last 4 weeks 171 14.95%

* Target: Rock/pop concert goers who buy or download rock genre music



DOOH Opportunity Recap by Venue



Venue 1 – DOOH Opportunity Recap

Sources: handshake Marketing, Network Partner
Day # #
Network Impressions Cost CPM
Part Locations Screens

Bar Network #1 70 70 242,726 confidential conf.


Fast Food Network PM 270,421 confidential conf.
42 126
Fast Food Network Late 45,070 confidential conf. 30 Mile Trade Area

Jiffy Lube Live
Mall Network #2 1 27 2,122,606 confidential conf.
DOOH Locations
Totals 128 238 2,698,673 $5,034.85 $1.87




# #
Network Team / Games Impressions Cost CPM
Locations Screens



Baseball
Network Red Sox - 4 games 1 375 918,000 confidential conf.

Totals 222 596 1,538,561 $5,607.72 $3.64




# #
Network Ad Option Impressions Cost CPM
Locations Screens

Bar Network #1 332 332 1,151,217 confidential conf.


Health Club Network Banner Ad 100,000 confidential conf.

Health Club Network Screen Saver 107,326 confidential conf.
5 21
Health Club Network :15 video 2,430 confidential conf.

Totals 492 508 1,545,423 $5,650.62 $3.66




#
Network Team / Games # Screens Impressions Cost CPM
Locations



Baseball Network Reds - 6 games 1 500 601,000 confidential conf.


Totals 185 697 2,347,843 $6,411.39 $2.73




Day
Network # Locations # Screens Impressions Cost CPM
Part


29 87
Fast Food Network Late 62,240 confidential conf.

Totals 154 212 1,364,479 $6,863.03 $5.03




#
Network # Locations Impressions Cost CPM
Screens



Totals 852 852 2,589,924 $7,658.58 $2.96




# #
Network Ad Option Impressions Cost CPM
Locations Screens

30 Mile Trade Area

5 96
Health Club Network :15 video 11,106 confidential conf.

Totals 745 836 2,108,183 $ 7,506.83 $3.56




#
Network # Screens Impressions Cost CPM
Locations




Totals 664 681 3,070,748 $7,297.45 $2.38




Network Day Part # Locations # Screens Impressions Cost CPM



12 36


Totals 623 662 2,448,994 $7,266.52 $ 2.97




# #
Network Day Part Impressions Cost CPM
Locations Screens



3 9

Mall Network #1* 1 12 1,243,000 confidential conf.

Totals 68 85 1,662,609 $4,190.67 $ 2.52




Day # #
Part Locations Screens



Fast Food
Network PM 64,386 confidential conf.

Fast Food 10 30
Network Late 10,731 confidential conf.


Totals 71 107 2,835,851 $5,733.33 $ 2.02




#
Network Ad Option Locations # Screens Impressions Cost CPM




:15 video –
Health Club Network Workout Sta. 2,492 confidential conf.
10
1
Health Club Network Banner Ad 110,000 confidential conf.

:15 video -
Health Club Network TV 1 46,233 confidential conf.

Totals 83 93 788,999 $3,347.83 $4.24




#
Network # Locations Impressions Cost CPM
Screens




Totals 195 207 1,821,426 $5,175.05 $2.84




# #
Network Team / Games Impressions Cost CPM
Locations Screens



Baseball
Network Rangers - 7 games 1 800 1,175,000 confidential conf.

Totals 139 938 1,535,087 $5,892.13 $3.84




# #
Locations Screens




Totals 159 174 2,351,102 $6,862.57 $2.92



Total DOOH Plan Recap by Venue

Venue Name Total Total Screens Total Impressions Total Cost CPM
Locations

Venue 1 128 238 2,698,673 $5,034.85 $1.87

Venue 2 222 596 1,538,561 $5,607.72 $3.64

Venue 3 492 508 1,545,423 $5,650.62 $3.66

Venue 4 185 697 2,347,843 $6,411.39 $2.73

Venue 5 154 212 1,364,479 $6,863.03 $5.03

Venue 6 852 852 2,589,924 $7,658.58 $2.96

Venue 7 745 836 2,108,183 $7,506.83 $3.56

Venue 8 664 681 3,070,748 $7,297.45 $2.38

Venue 9 623 662 2,448,994 $7,266.52 $2.97

Venue 10 68 85 1,662,609 $4,190.67 $2.52

Venue 11 71 107 2,835,851 $5,733.33 $2.02

Venue 12 83 93 788,999 $3,347.83 $4.24

Venue 13 195 207 1,821,426 $5,175.05 $2.84

Venue 14 139 938 1,535,087 $5,892.13 $3.84

Venue 15 159 174 2,351,102 $6,862.57 $2.92

Totals 4,780 6,886 30,707,902 $90,498.57 $2.95


Handshake Marketing Generic Band Tour Plan Pdf

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Handshake Marketing Generic Band Tour Plan Pdf