Transcript Direct to Consumer (DTC) marketing

Direct to Consumer Marketing
Results. ROI. Revenue.
121 West 20th Street
Suite 3D
New York, NY 10011
www.thorassociates.com
212-645-5737
Direct to Consumer (DTC) marketing
Key Benefits: Develop and build direct relationship with consumers
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Consumer Insights: Direct contact with customers regarding products,
technology, first/best in market, packaging, pricing, experience etc.
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Survey/Product research: Product development and launch new
products
• Cross promote sales of line extension products/brand initiatives
• Branded Response DTC Approach, builds sales overnight and a brand
over time
• Metrics optimized by response/sales ROI. Build direct and indirect for
retail
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Decreased media costs, amplify message and maximize budgets
Confidential
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Brand Equity
Product
Attributes
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Great consumer value
Unique Selling Position (USP)
Best in Market
Ability to sell in multiple channels
Customer Experience
DIGITAL
Customer
Acquisition
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TRADITIONAL
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Web Media
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Social Networks
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Affiliate Marketing
Home
Shopping
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Search/PPC
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Call Center
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Email
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Radio
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Referral Program
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Print
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Retail
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DRTV
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Brand
Equity
Strategic and Tactical Execution
• THOR will provide DTC multi-channel marketing strategy and execution
• Production development: Strategic guidance on creative messaging to
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build brand
Sales/response assumptions: Provide projections and goals based on
roadmap and time of key performance indicators
Tracking/reporting metrics: Executive weekly reporting
Working with media agencies for results based on product experience,
demographics, research, heritage and best in class pricing
Fulfillment: Delivery to the customer will be executed with best practice
insight
Tele-Services/Customer Service: Training, Scripting and Save methodologies
Multi-Channel integration for a robust ROI
Home Shopping
Direct response drivers for Retail
Integration of digital strategy to build a multi channel platform
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Critical Brand Elements
Execution
Strategy
 Understanding a Brand’s
competitive marketplace
 Consumer touch points and
messaging/offers/promotion
 Risk sensitivity
 Scalability
 DRTV, Radio, Digital, PR,
Home Shopping, Print
 Calls to action – phone, web, retail
 Pricing
 Product configuration
 Remarketing
THOR
Growing the Brand
 Analytics
 Consumer Research
 Consumer touch points &
messaging
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Operational/Logistical Support
 Call center scripting &
efficiencies
 Telemarketing
 Fulfillment
 Marketing Database
DTC Product Selection Elements
Target Market Appeal
Unique/Innovative Technology
Demonstrates clear benefit
Acceptable price point
Proof of Concept
Special Introductory Offer
Multiple UpSells
Guarantee/Warrantee
Continuity Programs: AOV/LTV recurring revenue-
profit driver
Product Margins/COGS
Multiple distribution channels available (Radio,
DRTV, Digital, Print, Home Shopping, Retail)
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Building Your DTC Foundation
Front End Experience
Creative
Media
Pathways, Retention & Prospect Engagement
Pathways
Messaging
Brand
Offer:
Hard Offer
Soft Offer
Lengths: 28:30, 5:00,
:120,:60,:30,:10
TV
Long form
Short form
DM/Inserts
Print
Radio
Primary path
Telemarketing (sales)
Website/Landing Page
Digital
Build media library
•Display ads
(animated/static)
•E-mail ads
•Contextual ads
(copy heavy)
Digital
•Search-SEM & SEO
•Affiliate (pay for
performance)
•Display
•Web 2.0-Social
Media, Video
Sharing
•Email List Rental
Secondary path
•Customer Service
•eCommerce enabled
Web Environments:
•High Performing
Channel (HPC)
•-eCommerce cart
•Blog
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Utilization
•800#’s
•Call routing/Handling
•Scripting
•Tracking
Retention/
“Hot” Leads
Retention-Loyalty
• Enhance the
process for e-mail
(communication
message, timing
and frequency)
• Utilize additional
providers, customer
service/fulfillment
“Hot” Leads
Monetize list of
prospects via
outbound contact
strategy: e-mail and
teleservices
THOR Approach, Strategic Initiatives
Objectives
Determine viability of DTC as an
additional distribution channel (besides
Retail and Home Shopping) that
generates revenue profitably
Generate educated awareness via a
“branded-response” approach to the
creative as “a proven solution that
transforms your life” amongst our target
demo
Media should drive performance and cost
efficiencies while negotiating flexible
optimization/cancellation terms
Gather learnings for sustained and
reliable deployment (post test pilot)
Confidential
Strategy
Tactics
Develop a DTC “test pilot” program using
a “tried & true” multi-channel approach
that breaks thru the clutter
Build a Test-Learn-Optimize environment:
•Creative, multiple creatives/offers in a variety
of ad formats
•Media, multiple channels-diverse media
portfolio (DM/Print, Radio, TV, Digital)
Integrate traditional branding elements
(tone/color) with “best of” DR. Push “free
trial” of product
Stack the deck by heavily weighting the
media buys using only historically proven
performing media channels in our
targeted genre/demographic profile
Deliver statistical significance in each test
cell prior to optimization
(creative/offer/media/path)
•Track/Measure all key actions from
impression to conversion (sale)
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Pathways, multiple web landing pages and
tele-sales scripts
Creative is focused on: call outs to the target
audience (the technology/real stories/real
people), proof points and offers.
Test media suppliers that generate both
efficiency and scale within these channels
•Target DRTV long form, short form, DM/Print,
Radio and Digital
Maintain proper media mix throughout test so
all data is useful for rollout planning
•Deploy Tracking/measurement tools
•Read results daily/weekly
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Insight and Analytics for ROI
Management &
Creative
Management
Creative
Consultation
Recommendations
Creative Testing
Strategy
Call-to-Action
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Business Planning
Market & Competitive
Research
Strategic & Media
Planning
Define Metrics
Offer Configuration
Customer Experience
www.thorassociates.com
Analytics
Response
Planning
Database
Segmentation
Media
Performance
Analysis
Tracking &
Reporting
Teamwork Is Mission Critical
THOR works together with your senior management to build a successful
brand using Direct Response marketing.
THOR delivers Direct Response expertise, which translates to a tangible
competitive advantage for our clients.
THOR Associate’s Performance is built on a foundation of marketplace insight.
THOR delivers:
• Managed hundreds of campaigns, in every Lifestyle category
• Assembled the most experienced and talented DR staff
• Established expertise of integration of traditional and digital for ROI
We create trust, success and ROI.
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THOR Associates
• Created $200 million dollar revenue campaigns in the
Health/Wellness arena, Lifestyle, Fitness and Housewares.
• Experienced team of professionals with strong industry
relationships that ensure:
• Seamless integration of traditional/digital Direct Response initiatives
• Results based on marketing testing with predictive analysis modeling
• Experienced DR veteran agency with network of relationships
• Our experience has created DRTV legends. From inception to
fruition, we leave no piece of the marketing pie untouched.
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25+ years of DR Marketing
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Direct to Consumer Specialists
• DRMA Advisory Board
• Past ERA Executive Board
• Past ERA Board Member
Confidential
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Executive Team
Fern Lee – CEO
Fern is an experienced, award-winning marketing professional with a proven track record of increasing awareness, revenues,
consumer usage and asset values for multiple globally recognized media, entertainment and lifestyle/fitness/beauty brands.
Fern is successful applying direct response to the traditional and digital marketplace. Fern’s strengths have allowed her to
identify profitable customer segments, cultivate ways to favorably position client’s products and services, and ultimately
create break-through marketing campaigns that deliver superior results. Fern currently is a Board Advisory Member of
Response DRMA and sat on the Executive Board of The Electronic Retailing Association (ERA). During Fern’s career, she has
managed annual budgets in excess of $200 million, hired and mentored staffs of 30 employees, and been responsible for
almost every marketing discipline. Fern is an expert at consumer and trade advertising, promotions, media, radio, home
shopping, international, production of long and short form DRTV, retail, Telco/customer service and digital marketing.
Fern is versed in providing:
Growth Strategies ✦ Startups ✦ Brand Portfolio Management ✦ Operational Consulting ✦ Telemarketing ✦ Modeling ✦
Integrated Marketing ✦ Offline Integration to Digital Marketing
Email Fern at: [email protected]
Lori Zeller – Managing Partner
Lori’s strengths are as a Chief Innovation Officer and Strategist. As the managing partner of THOR, she offers management
redesign initiatives for increased revenue. She is a senior executive with a passion for project management and product
development. Lori formulates strategic plans, shapes business development, aligns the financial and technical aspects of best
practices and supports multi-channel marketing. Lori has contributed to a Medical Home pilot program creating innovation
and the integration of technology as well as design quality initiatives with care management. Lori’s proven experience with
the implementation of Traditional/Digital collaboration for various verticals provides THOR’s clients with well rounded
recommendations for creative growth.
Lori is versed in providing:
Operational Management ✦ Strategic Planning ✦ Product Development ✦ Project Management ✦ Third Party Vendor
Relationships ✦ Creative Direction ✦ Business Development ✦ Funding Resource
Email Lori at: [email protected]
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Confidential
www.thorassociates.com