how powerdirect delivers results

1

Marketing Profiling Targeting Mapping Monitoring Metrics

Front-Door Media and Marketing Services

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.”

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 —

4

Preferred and trusted bytop national brands

5

Front-door Campaigns

Die-cut Card AffixedLetters/EnvelopesScratch-off

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 Report2 www.promotionsinfonow.com/coupons, Inmar, Inc., 2011

7

Front-Door Media Products

PowerHangers™Specialty

Front-Door Media

PowerPersonalization™Online Lead Generation

PowerSamplingTM

Sample and Coupon Delivery

PowerShopperTM

Co-Op Polybag Program

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. —

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 —

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 —

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 —

12

Front-Door Marketing solves many marketing challenges

— Traffic Generation —— Awareness/Branding —

— Acquisition —— Retention —

— Market Expansion —— Competitive Blunting —— New Product Launch —

— Grand Openings —— Trial —

— Loyalty —

13

Features and Benefits of Front-Door Marketing

— Features —• Highly targeted medium• Solo delivered• “Must-touch” interactivity• High visibility “mini-billboard”• High production quality• Creative flexibility

— Benefits —• Reaches best prospects• Uncluttered setting• Category exclusivity• Immediate message delivery• Measurable results (ROI)• Branding and direct response

vehicle

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

15

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

16

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

17

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

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

Front-door Mediawithout Scratch-Off

Front-door Media with Scratch-OffVS.

Example

19

Factors Affecting Response— Market Conditions —— Message and Offer —

— Creative —— Targeting —

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

20

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

21

MethodologiesProfiling I Targeting I Mapping

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

22

MethodologiesProfiling I Targeting I Mapping

— Visualizing market coverage —— Precise area mapping —

23

— Uniformed, certified crews —— PDM signage with customer service number on auditor and

delivery vehicles —

MonitoringDuring Campaign I Post Campaign

24

MonitoringDuring Campaign I Post Campaign

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

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

Handheld GPS tracker

25

MonitoringDuring Campaign I Post Campaign

— Geo-targeting and mapping with Google Earth —

26

MonitoringDuring Campaign I Post Campaign

— PowerTrakker (client extranet) —

27

MonitoringDuring 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—

28

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

29

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 TopicRecall 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%

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

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

Marketing Profiling Targeting Mapping Monitoring MetricsMarketing Profiling Targeting Mapping Monitoring Metrics

Thank You! Questions?

Front-Door Media and Marketing Services

33

APPENDIX

34

Broad Category Experience

QSR Telecommunications FinancialWine & Spirits Computers

35

CPG Retail Healthcare Multicultural Insurance

Broad Category Experience

36

Die cuts get your attention!

Purpose: New product launchMedia: Die Cut DHRegion(s): SoutheastTargeting: High grocery $, families, breakfast $ around participating locationsOffer: Try them free! One free bag (18 or 24 count)

37

Create a lasting impression!

Purpose: Build brand awareness in college townsMedia: Thick stock DH with dry erase coatingRegion(s): NationwideTargeting: Dorms and areas surrounding college campusesOffer: Pure brand awareness

38

Get help with the bill!

Purpose: Drive consumers to Wal-Mart to purchase Hillshire Farm Deli productsMedia: Small DHRegion(s): SouthwestTargeting: Hispanic, $ Deli meats, FamiliesOffer: $1 off any package of Hillshire Farm’s lunchmeat

39

Hola, me llamo Albertsons!

Purpose: Multi-cultural program used to build traffic for in store MoneyGramlocationsMedia: Standard DHRegion(s): WestTargeting: Hispanic, $ Grocery, Distance to location, FamiliesOffer: Money transfer for only $7

40

Make the most of your space!

Purpose: Drive traffic to mallMedia: 4 panel DH with 27 individual couponsRegion(s): WestTargeting: Income, $ mall related expendituresOffer: 27 individual offers from tenants

41

Where am I going to find that…?

Purpose: Product awarenessMedia: Small DHRegion(s): Heavy Hispanic marketsTargeting: Hispanic, $ camera and related equipmentOffer: Come see the new Casio cameras

42

We’re here or we’re baaaaaack!

Purpose: Grand OpeningMedia: Standard DHRegion(s): LocalTargeting: Income, $ Apparel and FamiliesOffer: Extra 20% off Sale and Clearance items

43

We would be happy to see you at 4AM!

Purpose: Drive traffic for Black FridayMedia: Standard DH with 2 perforated couponsRegion(s): MidwestTargeting: Income, Families and $ ApparelOffer: $10 of purchase of $25, extra 15% off sale and clearance items

44

Direct the shopping migration!

Purpose: Spring event pushMedia: 4 panel DH with perforated couponRegion(s): NationwideOffer: $10 off $20, extra 15% off with application to credit card

45

Make an impression on your first day!

Purpose: Drive apparel trafficMedia: Standard DH with couponRegion(s): NationwideTargeting: Income, age and $ apparelOffer: $10 off $20 purchase

46

New store format!

Purpose: Introduce smaller Petco storesMedia: Die Cut DH with couponRegion(s): EastTargeting: Income and $ Pet SuppliesOffer: $5 of $25 purchase

47

From Peechees to Pencils!

Purpose: Drive traffic to new locationMedia: Standard DH with couponRegion(s): SouthwestTargeting: Income and $ office suppliesOffer: $10 off $20 purchase

48

Where college students live!

Purpose: Awareness for Droid IncredibleMedia: Standard DHRegion(s): NationwideTargeting: Select college campusesOffer: None

49

Scratch-off components are engaging!

Purpose: Drive trafficMedia: Standard DH with scratch offRegion(s): SouthwestTargeting: Hispanic, Income and $ electronicsOffer: Scratch and win component

50

Home is where the heart is!

Purpose: Build awareness and drive trafficMedia: Standard DHRegion(s): SoutheastTargeting: Income, HH value and $ Home furniture and furnishingsOffer: 25% off purchase or 48 months no interest

51

Take back what is yours!

Purpose: Drive traffic from competitive areasMedia: Standard DH with couponRegion(s): SouthwestTargeting: $ grocery within neighborhoods shared with competitorsOffer: 10% off next shopping trip

52

Nice to see you again…and again…!

Purpose: Announce remodeled storeMedia: Standard DH with multiple, timed couponsRegion(s): MidwestTargeting: Income, $ grocery and familiesOffer: Time tiered coupons

53

Nice to KNOW you!

Purpose: Grand openingsMedia: Bag die cut DHRegion(s): NationwideTargeting: Income and $ home furnishingOffer: Enter to win $1,000 shopping spree

54

I can get THAT, THERE?!

Purpose: New product awarenessMedia: Standard DHRegion(s): NationwideTargeting: Income, age and $ ComputersOffer: Awareness