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DATABASE MARKETING STRATEGIES II
Prepared by
Shumpei Ogata
Lynn Raposo
Turgut Tezir
Da Shang
Presented toSanto Ligotti
August 8, 2006
On-line Computer Retailer
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Today’s Outline
• Project Overview
• Creative Mock-up
• Target Audience
• Campaign Details
• Financial Analysis
• Recommendations
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Project Overview
• Objectives To acquire 500 new customers To generate sales revenue of $500,000
• Media ChannelsDirect MailEmail
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Primary Target
Business professionals from 25 to 40 years old who: • Use computers at work and home• Are techy• Always search for good deals• Buy products on line such as Amazon.com• Earn around $25,000 – 45,000.• Live in the city and have busy lives
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Secondary Target
College or university students from 18 to 30 years old who:
• Use desk top computers at home or a library
• Have part time jobs and/or receive money from their parents
• Need laptops to study and enjoy on-line entertainment everywhere
• Are interested in the latest technologies
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Key Messages
• Lower price
• Return policy
• Easy online ordering system
• Secure web site
• Customer privacy
• Excellent Customer service
• Special Offers
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The Offers
• Free shipment– For those who order laptops that cost
$1,000 or more
• 10% discount for laptop accessories– for those who order any laptop
Save Money, “Tiger Direct web site offers high quality product with cheaper price”
Positioning Statement
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Call – To - Action
• Purchase a laptop on TigerDirect.ca
– Input the offer number in a registration form
– Qualified for free shipment and/or a discount
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Campaign Process
• Acquire 45,000 of customer list– Transcontinental Consumer Behaviour
Database
• Test the effectiveness of the campaign
• Send 20,000 direct mails and 25,000 emails
• Analyze, evaluate and control
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Schedule and Timing
Test Promotion
Aug 14Aug 14 Sep 29
Sep 30 Oct 06
Oct 09Oct 09Nov 17
Nov 17Nov 30
TestDirect mail and e-mail to test
X
Respond date X X
Evaluation of Strategies X
PromotionDirect mail and e-mail to all
X
Respond Date X X
Evaluation Strategy and RFM X
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Testing
• 2,000 for target direct mail group
• 2,000 for target email group
• 2,000 for the control group
Method: Systematic Random Sampling
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Financial Analysis
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Recommendation
• Create new pages for this campaign
• Create a new registration form
• Obtain customer list from third party company
• Create new French pages
• Reorganize directory structure of the web page
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Thank You