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Richard Smiraldi
Richard Smiraldi

Presentation I created while working at Grey Advertising.

Économie & financeBusiness
1  sur  51
MARKETING THE TRADITION 4/26/08
WHO YOU’LL MEET TODAY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
WHAT WE’LL TALK ABOUT TODAY ,[object Object],[object Object],[object Object],[object Object],[object Object]
DEFINE DIRECT MARKETING ,[object Object],[object Object]
DEFINE DIRECT MARKETING ,[object Object],[object Object],[object Object],[object Object]
DEFINE DIRECT MARKETING ,[object Object],[object Object],[object Object]
DEFINE DIRECT MARKETING ,[object Object],[object Object],[object Object],[object Object]
DEFINE DIRECT MARKETING ,[object Object],[object Object],[object Object],[object Object],[object Object]
DEFINE DIRECT MARKETING ,[object Object],“ Acquire with intent to keep. Retain with intent to profit.”
SITUATION ,[object Object],[object Object],[object Object]
SITUATION ,[object Object],[object Object],[object Object],[object Object]
KOCC BUSINESS CHALLENGE ,[object Object],[object Object],[object Object],[object Object]
WHAT WE WANT TO ACCOMPLISH ,[object Object],[object Object],[object Object],[object Object]
HOW TO GET THERE - Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
INCREASE SALES - Acquire New Members ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
INCREASE SALES - Acquire New Members ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
INCREASE SALES - Build Store Traffic ,[object Object],[object Object],[object Object],[object Object]
INCREASE SALES - Build Store Traffic ,[object Object],[object Object],[object Object]
INCREASE SALES - Increase Incidental Sales ,[object Object],[object Object],[object Object],[object Object]
INCREASE MEMBERSHIP - Reduce Member Attrition ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
INCREASE MEMBERSHIP - Reduce Member Attrition ,[object Object],[object Object],[object Object],[object Object]
ADD NEW CUSTOMERS - Extend Our Reach ,[object Object],[object Object],[object Object],[object Object]
ADD NEW CUSTOMERS - Build the Brand ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CREATIVE ,[object Object],[object Object],[object Object]
CREATIVE - Branding ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CREATIVE - Branding ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CREATIVE - Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object]
CREATIVE - Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
MEDIA ,[object Object],[object Object],[object Object]
MEDIA OVERVIEW – Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object]
MEDIA OVERVIEW – Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object]
TARGET TREE GCC Ornament Fanatics GCC Preferred Status New Moms Women with Children Collectors Grandparents New Movers Newlyweds
Direct Mail Magazines E- Mail Internet MEDIA VEHICLES
CONSUMER MAGAZINES
Media Channel Rationale Strategy Print Magazines ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],CHANNEL SPECIFICS
DIRECT MAIL OUTSIDE LISTS Grandparents Newlyweds Collectibles Women with Children New Moms Targeted List Audience Theme Specific New Movers
Media Channel Rationale Strategy Direct Mail ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],CHANNEL SPECIFICS
CASE - U.S. MINT CENTENNIAL OLYMPIC COMMEMORATIVE COIN PROGRAM CASE STUDY ,[object Object],[object Object],[object Object]
CASE - U.S. MINT CENTENNIAL OLYMPIC COMMEMORATIVE COIN PROGRAM CASE STUDY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CASE - U.S. MINT CENTENNIAL OLYMPIC COMMEMORATIVE COIN PROGRAM CASE STUDY ,[object Object],[object Object],[object Object]
INTERNET SITES
Media Channel Rationale Strategy Internet ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],CHANNEL SPECIFICS
Media Channel Rationale Strategy Email ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],CHANNEL SPECIFICS
CAPITALIZING ON THE CROSS COLLECTOR ,[object Object],[object Object],[object Object],Star Trek Convention Attendees Star Trek Communicator Magazine
MEASUREMENT - MARKET BUDGET MODEL ,[object Object],[object Object],[object Object]
MEASUREMENT - MARKET BUDGET MODEL BENEFITS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
MEASUREMENT - MARKET BUDGET MODEL BENEFITS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
OTHER CONSIDERATIONS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
OTHER CONSIDERATIONS ,[object Object],[object Object],[object Object],[object Object],[object Object]
WHY GREY DIRECT ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
THANK YOU!

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