SATURATION CAMPAIGNS. No Minimum (must send to entire zip) Starting at $80 Zip Code / Gender Targeting

Transcription

1 Marketing 1

2 SATURATION CAMPAIGNS No Minimum (must send to entire zip) Starting at $80 Zip Code / Gender Targeting

3 Best of Breed Guaranteed Delivery to finite markets and/or groups Trusted Sender with the major ISPs Consistent and persistent server testing Massive parallel processing Insignificant over-mailing Huge opt in geo-targeted database of 125MM consumers First & Last Name, Complete Residential Address, Address and date, time and place of opt in Feedback loops reflect negligible complaint rates Less than 1/4 th of 1% opt out per campaign Real-time unsubscribe Compliance Driven Organization Full time compliance team Each campaign is fully reviewed before mailing List Development, Subject Line and Creative Development assistance 3

4 Compliance Guidelines To ensure continued delivery, the following types of campaigns will not be deployed: (See compliance guidelines documentation for more details) Gaming Internet Only Mortgage Credit Cards of Financial Offers Surveys Pharmaceuticals Vitamins Supplements Pornography Multi Level Marketing Business Opportunity Alcohol Tobacco Satellite TV ADT Home Security Online Colleges Negative Advertisements (such as in politics) Advertisements that have no relevance to the consumers being ed 4

5 Keys to Success Strength of Offer Broader appeal of offer the better percentage off rather than minimum spend or discount on particular item Group together more narrowly appealing offers in cooperative piece (flyer style) Remember the internet is easily searchable Aggressive offers prevalent List Development Relevant market areas Examples: 1 mile for coffee shop, 3 miles for restaurant, and 10 + miles for auto dealer. Appropriate audience Gender selection and financial strata Creative Development You have 2 seconds / Graphics v. text Offer front and center / Call to action Subject Lines We have analyzed thousands of campaigns and has statistically determined the following best practices» Including the consumer or business geography in the beginning of the Subject Line increases Open/Ordered by a minimum of ½ percent» Including the word Event in the Subject Line increases Open/Ordered by a minimum of ½ percent» Including the business name in the Subject Line increases brand awareness and overall effectiveness of the campaign Testing 1st Drop A/B split Subject Lines & gender 2nd Drop A/B split creative 3rd Drop A/B split offers 4th Drop Combine best results Tracking Google analytics with unique indicator Bar coding and coupon codes 5

6 Saturation Case Study Emigh Hardware Total Records Deployed 38,758 Open/Ordered 2,124 Click/Opened 667 Open Rate 5.48% Click/Open 31.40% Total Coupon Views 908 Viral % 36% Total Prints* 638 Redemptions 206 Cost of Campaign 1,800 Average Income/Order $75.14 Total Income $15,479 First Visit ROI 760% * Coupon platform was employed 6

7 Saturation Case Study Gilroy Gardens Amusement Park Total Records Deployed 49,162 Open/Ordered 3,426 Click/Opened 674 Open Rate 6.97% Click/Open 19.67% Total Coupon Views 953 Viral % 41% Total Prints* 352 Redemptions 303 Cost of Campaign $1,966 Average Income/Order $22.50 Total Income $6,818 First Visit ROI 247% * Coupon platform was employed 7

8 Saturation Case Study Mattress Giant (National) Total Records Deployed 6,690,947 Open/Ordered 48,703 Click/Opened 7,040 Open Rate 0.73% Click/Open 14.45% Redemptions 3,376 Cost of Campaign $239,745 Average Income/Order $780 Total Income $2,633,280 First Visit ROI 247% 8

9 Saturation Campaign Rates CPM Annual Send Frequency Discounts 1 Sent $ s Sent $ s Sent $ or More s Sent $56.00 Quantity Per Send Discounts Up to 24,999 s $ ,000 to 49,999 s $ ,000 to 99,999 s $60.00 Over 100,000 s $56.00 IO Minimum or 1X Charge Optional Charges Multiple Links (up to 5 links max) $50.00 Append Services adding addresses to client database $90.00 $ Suppression Services removing duplicates in client database each send $ Coupon Platform (set up coupon and landing page) $ Campaign Rates :We have the right to adjust rates due to availability, season, and market changes at any time please note that rate changes will have a minimum of 30 days notice 9

10 POLK AUTOMOTIVE CAMPAIGNS $1500 IO - $500/months for 3 months $120 CPM / Floor $100 CPM Purchase Predictor/Garage Predictor

11 In the Market - Auto We offer the most targeted Advertising campaigns available in the automotive marketplace. We have partnered with R.L. Polk to identify those consumers in our national opt-in database that are in the market to purchase a vehicle in the next 3 6 months in the targeted geography. Additional - in the market - segments include: Luxury Super Luxury Make Vehicle Type (truck, sedan, compact, etc.) New / Used Car Purchasers We will develop targeted lists based upon required specifications, design the advertisement, and guarantee delivery of the advertisement directly to the consumer inboxes. 11

12 Ready? Would you like to sell more cars? Here s how: 6 month campaign: drops every 2 weeks to your targeted list. We provide the first match back report to you at 90 days. Reflects the first 2 months of sales activity. Report will show the number of your sales and the other dealer sales that were made to the list of people in our campaign. Another report comes to you in another 90 days will the full campaign performance. Report will show the number of your sales and the other dealer sales that were made to the list of people in our campaign. Investment: $0.10 per (min. of 10,000 s) On average we see 6 cars sold for every 10,000 s sent in our program. How many more cars would you like to sell? Take a look at these dealers results. 12

13 Auto Case Study 13

14 Auto Case Study 14

15 Auto Case Study 15

16 Dorian Ford (5 Drops) Total s Sent 50,230 Campaign Cost $ 5,023 Total Dealer Sales 48 Marketing Cost per Vehicle Sold $ Dealer Vehicles Sold per 10, Estimated Front to Back Profit $ 1,925 Total Campaign Income $ 92,400 Return on Investment $ 87,377

17 22% market share Ford new car sales for Dorian 45% market share Ford new car sales CityTwist customers 25% market share Ford dealerships (new & used) for Dorian 50% market share Ford dealerships (new & used) CityTwist customers

18 State Status Selling Dealer Data Availability As of: January 2010 Report Month Selling Dealer Availability Guide PARTICIPATING STATE Selling dealer data is received from the state. ALL manufacturers will be represented for New and Used vehicle reporting. NON PARTICIPATING STATE Selling dealer data is NOT received from the state. Only Participating manufacturers will be represented for New vehicle reporting. There will be no dealer information for Used vehicle reporting. Make Status Participating State / Participating Make Availability: New Dealer & Used Dealer Source: State & Manufacturer Participating State / NON- Participating Make Availability: New Dealer & Used Dealer Source: State Only NON- Participating State / Participating Make Availability: New Dealer / NO Used Dealer Source: Manufacturer Only NON - Participating State / NON-Participating Make Availability: NO New Dealer / NO Used Dealer Source: None Participating NON-Participating Audi Bentley Buick Cadillac Chevrolet Chrysler Dodge Ford GMC Hummer Infiniti Jaguar Jeep Kia Lamborghini Land Rover Lincoln Mazda Mercedes-Benz Mercury Mitsubishi Nissan Pontiac Saab Saturn Subaru Volkswagen Volvo Acura Aston Martin BMW Bugatti Ferrari Honda Hyundai Isuzu Lexus Lotus Maserati Maybach Mini Porsche Rolls Royce Suzuki Toyota / Scion Med / Heavy Vehicles Freightliner Hino IC Corp International Kenworth Mack Mitsubishi Fuso Nissan UD Oshkosh Peterbuilt Roadmaster Rail Spartan Motors Sterling Thomas Western Star Workhorse AK HI * WA OR NV * CA * ID UT AZ MT WY * CO NM * ND SD NE KS OK * TX MN WI * IA IL MO AR MS LA IN TN MI AL * OH KY * W V GA SC PA FL VA NC VT NY ME NH MA RI * C NJ DE MD T DC Motorcycles All Makes * State Anomalies These states may have higher than average Unknown selling dealer counts, especially for Non-Participating Makes and Used Selling Dealer Reporting CA / WA / VA Dealers selling vehicles through a Branch location will have those vehicles reported at their headquarter / parent location. This is caused by a lack of a Branch indicator on the state Title record, which contains the same base code for both a Branch and headquarter / parent location. TX / IA / ND CT / ID / OH SC / CO These states only provide a selling dealer name and address, no code, on their Title record. Name and address misspellings cause matching inefficiencies when trying to match the dealer name to Polk s National Dealer Census file which is used to report a standardized name of a dealer. Due to the timing relationship between Registration data and Title data, the selling dealer coverage will be lower in the initial month of reporting, and improve in the subsequent month of reporting WV Polk last received a dealer roster from the state in Jan The state has changed it s policy on releasing it dealer roster, and will no longer release it. However it has continued to populate the dealer code on its Title records. Dealer codes being received that match 2002 dealer roster will be reported, but any new dealer since 2002 will not.

19 :: Auto Testimonial We have been using the Polk (Conquest) product for the better part of six months. We are very satisfied with the results. As a dealership when we go into advertising mode via print, radio or television the Polk piece pushes those customers who have been waiting on the sidelines into the dealership allowing us to convert nonresponsive prospects to customers. We have been extremely pleased with the results and consider the Polk a great conversion tool for our marketing efforts. Laine Alan BDC Director / Internet Sales Manager Tel , ext 1031 Fax lalan@colonialhyundaipa.com 19

20 :: Auto Testimonial We started doing an marketing campaign with The Oakland Press in January. We sent out over 7,000 s. We weren t sure if it was going to work, we only received 4 clicks. Then we started getting people into the Service Center with our coupon. We stopped counting at 55. It was a huge success. We have seen a 3.8% increase in business and I contribute it mostly to this new campaign! We have now committed to running once per month. Derek Rose, Szott M-59 Chrysler

21 Polk Campaign Rates IO Minimum CPM or 1X Charge Polk Automotive either Purchase Predictor OR Garage Predictor (minimum 3 months campaign) $ $1, Polk Automotive using Both Purchase & Garage predictor (minimum 3 months campaign) $ Polk Match back Report $ Internal Match back Report (dealer must supply sales list) $ Multiple Links (up to 5 links & navigation bar) $50.00 Creative Services (Multiple links included) $ Optional Charges Append Services adding addresses to client database $ $ Suppression Services removing duplicates in client database $ Coupon Platform (set up coupon and landing page) $ Campaign Rates :We have the right to adjust rates due to availability, season, and market changes at any time please note that rate changes will have a minimum of 30 days notice 21

22 Custom Solo 50,000 minimum Starting at $30 Highly Targeted

23 Custom Solo Blasts customized blasts to the database and target market of your choice. You pick the target, and we will provide the database list, build the , and even provide full reporting and analysis of the open rates and click-throughs! Target audience by demo, geo, psychographic parameters. Tier 1 quality opt-in lists (Census, Postal, Auto, equifax and others) Average 10-12% open rate and 1-2% CTR Statistics as of 2/08/11. Numbers are based on post delivery reports (Data Dynamix) from the last 6 months of mailings done by Denver Post for customized solo customers.

24 Education Category Advertiser California State University Northridge Demographics 21 mile radius to zip code K-12 Teachers Quantity: 50,000 Broadcast Results Open Rate: 12.11% Click-through Rate: 1.15%

25 Automotive Category Advertiser Mark Christopher Auto Center s Demographics Specific Cities in S. CA HHI: $50K+ Quantity: 52,099 Broadcast Results Open Rate: 18.45% Click-through Rate: 2.38%

26 Hotel/Resort Category Advertiser MiraMonte Resort & Spa Demographics Families with children Interest in travel Specific counties in S. CA Quantity: 50,000 Broadcast Results Open Rate: 19.84% Click-through Rate: 2.34%

27 Entertainment/Sports Category Advertiser LA Galaxy Demographics Soccer Fans Orange County, South Bay LA Quantity: 100,000 Broadcast Results Open Rate: 24.10% Click-through Rate: 2.83%

28 Entertainment/Sports Category Advertiser Club Red Demographics Singles Age Night Clubbing/Dining Certain cities Quantity: 50,000 Broadcast Results Open Rate: 23.16% Click-through Rate: 1.23%

29 Best Practices: Time & Day of Week Studies shows that Tuesday is the day of the week when most U.S. companies execute campaigns. The breakdown is as follows: Monday 15% Tuesday 42% Wednesday 20% Thursday 11% Friday 7% Saturday 1% Studies also find that most marketers send out s in the morning regardless of day of the week. The breakdown as follows: Morning 76% Afternoon 30% Evening 14% Middle of night 10% Sunday 2%

30 Demographic Selections If you don t see it listed - just ask, we may have it.

31 Demographic Selections If you don t see it listed - just ask, we may have it.

32 Demographic Selections If you don t see it listed - just ask, we may have it.

33 Demographic Selections If you don t see it listed - just ask, we may have it.

34 Custom Solo Rates Pricing Guidelines List Min. Count CPM Total List minimum (Geo/Zip) 50,000 $30 $1500 With 2-3 parameters 50,000 $35 $1750 With 4-5parameters 50,000 $40 $2000 With 6+parameters 50,000 $45 $2250 Volume Discounts Rates are single parameter. additional parameters may incur additional fees. Discounts valid only when total quantities are met in a single drop. Total Quantity CPM 51,000 to 250,000 Standard rates apply 250,001 to 400,000 $26/cpm 400,001 to 500,000 $24/cpm 500,001 to 750,000 $20/cpm 750,001 to 999,999 $16/cpm 1,000,000 or more $12/cpm These prices are for guidelines only. Prices subject to change based on availability and criteria.

35 The A/B split Option Advertiser A provides specific demographic and geo parameters that result in a count of, let s say, 20K addresses. Advertiser B provides specific demographic/geo parameters for which we have 30K s available. These two campaigns can be deployed under the split option which allows the property selling to the advertiser to split the total fee between each advertiser accordingly A couple of important points to be aware of: Each campaign will still be able to have their own, unique HTML creative for each campaign BUT there each campaign has to deploy at the same time. The From line will have to have the same text usually the name of the property selling the campaign ( Oakland Press or Journal Register Company ). This allows the advertiser to take advantage of the brand recognition of the selling property. There is a $150 fee associated with each split. An A/B split (2 advertisers) would be an additional $150; an A/B/C split (3 advertisers) would be an additional $300; and A/B/C/D split (4 advertiser) would be an additional $ and so on. These splits do NOT have to equal 50k s total they can be fewer than 50K or greater. Furthermore, the counts for individual campaigns can also entail 50k s. I believe we can perform up to 10 splits per campaign if needed before additional campaigns need to move over to a new order.

36 The A/B split Example This Example is an A/B/C split with 3 parameters. You will notice that these orders each have only 10k s per deployment which totals below 50K but that is fine the fees are the same. 1-50,000 s 3 advertisers (2 splits) Total Charge Advertiser Charge $1750 $300 $2050 $683.34

37 Creative Guidelines Creative requirements HTML creative including sender s physical address. Seed List (Up to 6 addresses to send the test(s) for approval and the final blast. From line Subject line All desired links Subject Line Importance: The subject line is of the most important sentence in the entire campaign. 50 characters or less including spaces. Great words to use include, You, New, Exciting, Exclusive, Introducing, Company Name, and an Incentive Offer. To lower spam detection, refrain from using words such as, We offer, Can sell, Great sale. Marketing phrases should be avoided and never use ALL CAPS. HTML HTML final size should be 640X480 pixels. File size should be kept to a minimum. 70K is acceptable as long as images are optimized correctly. JPEG compression is best for photographs. GIF Compression is preferred when optimizing solid filled objects. AdOps Support: Review tests for errors but is not responsible for errors or content. Monitor and make sure blasts are deployed on time. Provide a broadcast report one week after deployment.

38 Custom Data Campaign 10,000 minimum Starting at $130 - $110 Floor Highly Targeted

39 Custom Data Campaign Rates CPM IO Minimum or 1X Charge Custom Data Campaign (targeting options on Lifestyle Document) $ ,000 s Optional Charges Multiple Links (up to 5 links max) $60.00 Append Services adding addresses to client database $90.00 $ Suppression Services removing duplicates in client database $ Coupon Platform (set up coupon and landing page) $ Adult Age Choose age and month of birth / / / / / / / / / / / 75+ Estimated Household Income Select consumers based on estimated household income (Select from these ranges:) Under $40,000 / $40,000 - $59,999 / $60,000 - $99,999 / $100,000 - $249,999 / $250,000 Plus Marital Status & Gender Marital Status - Married Single Adult Gender - Male/ Female Home Value / Home Ownership Choose neighborhood Housing Type Select by dwelling type, number of units and more Mortgage Select households with a mortgage, mortgage type and more Personal Finance Find potential investors, number of credit cards, WealthFinder Hobbies & Interests Apparel / Fashion / Beauty Gambling / Games / Sweepstakes Politics / Religion / News Accessories Gambling - Casino Interest in Current Events Beauty & Cosmetics Gambling - General Interest in Bible / Devotionals Children's Apparel Games Politically Conservative General Apparel Sweepstakes Politically Liberal Men's Apparel Health / Diet / Fitness Purchase Behavior Stylish Men's Apparel Dieting & Weight Loss Bargain Seekers Women's Apparel General Health & Exercise Business Office Supplies & Equipment Stylish Women's Apparel Home Improvement / Decor Catalog Shopper Books / Magazines / Music Do-It-Yourselfers Child & Family Products Book Buyers Home Decorating & Furnishings College-Related Products Books, Music & Magazines Motor Vehicles / Motorsports Credit Card User Comic Book Readers Automotive Enthusiast Gift Giver Magazine Subscribers Auto Racing Enthusiast Home Office Purchase Non-Fiction Books Motorcycle Enthusiast Internet Purchaser Science Fiction Books Truck Enthusiast Personalized Products / Monograms Charitable Donor Outdoor Recreation Rural / Farm-Related Products Charitable Donor Boating & Sailing Senior-Oriented Products Wildlife & Environment Donor Camping & Hiking Tobacco User Cooking / Wine Fishing Sports General Cooking Hunting General Sports Gourmet Food & Wine Gardening Golf Collectibles General Outdoor Sports Skiing Sports Cards & Sports Collectibles Wild Birds Tennis Stamps & Coins Personal Finance/ Self-Help Technology / Entertainment Collectibles - Other Inspiration & Motivation Seminars Audio Products & Music Crafts / Sewing Investments & Finance Electronics General Crafts Moneymaking Opportunities High-Tech Enthusiast Quilting Pets / Animals Internet User Sewing Cats Personal Computers Hobby Crafts - scrapbooks, models Dogs TV / Movies / Video Ethnic Products Horses Travel African American Products General Pets Aviation Hispanic Products Photography Cruises Photo Processing Foreign Travel Photography Enthusiast Ocean / Beaches Recreational Vehicle (RV) Travel Travel - General U.S. Travel Campaign Rates :We have the right to adjust rates due to availability, season, and market changes at any time please note that rate changes will have a minimum of 30 days notice 39

40 How do I find how many s are available to send to my customers target market? SATURATION CAMPAIGNS Go to: Logon Login information is attached Click on MY LISTS > hit the yellow button that says CREATE A NEW LIST Choose between: Men & Women OR Men Only OR Female Only Click on the button to define your geographic area choose from: Zip Code Radius will pull a radius (5, 10, 15 miles) from zip code you enter Enter Your Own Zip code use this function if you already have the zip codes the customer wants to send By City will pull s available in only the requested city Congressional District for political advertising If you are happy with this list SAVE IT, Please use the Customer Name This is a dynamic list, remember these counts will change, it is important to recheck your numbers prior to ordering You can also send an to campaigns@journalregister.com if you need assistance with this process. POLK CAMPAIGNS Send an to PolkCounts@journalregister.com & copy your Regional Digital Director Include the following information: Dealer Name Targeting info Please indicate if you want a Purchase Predictor, Garage predictor CUSTOM SOLO Send an to campaigns@journalregister.com & copy your Regional Digital Director Include the following information: Customer Name Include Demographic and Geographic Targeting info

41 Campaign Creatives Customers Supplied : Customers can submit their own Creative. ( 600 x 700 pixels & 700 x 1000 pixels are the standard sizes) Affinity : Upload your layout and information to IDEA City Twist: There is a $100 fee for this service. Attach layout and information to the order. Self Service Options: log in and choose one of the following options: My Own Image Upload: JPEG or GIF file (preferred) also accepts PNG (600 x 700 pixels & 700 x 1000 pixels are the standard sizes ) Blank Templates Several templates for you to customize with either text or images. Pre Designed Template Choose business category and then select template. Click on each region to i the information When Creating your creative, keep the following best practices in mind: Sample Gallery: Focus on an upcoming event or unique offer to the campaign - Coupons must have a call to action Print to redeem offer or Click here to print coupon. - Important that the ad offers a substantial savings to capture the user s attention and to increase interactivity. Buttons, Buttons & More Buttons even if the advertiser has opted for only one link, make an obvious button to help guide them and increase click through rate. UItilize more visually stimulating pictures/artwork Do Not use large amounts of text, have them click through for more details 41