121 West 20th StreetSuite 3DNew York, NY 10011www.thorassociates.com212-645-5737
Direct to Consumer (DTC) marketingKey Benefits: Develop and build direct relationship with consumers
• Consumer Insights: Direct contact with customers regarding products, technology, first/best in market, packaging, pricing, experience etc.
• 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
• Decreased media costs, amplify message and maximize budgets
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Brand Equity
1. Great consumer value2. Unique Selling Position (USP)3. Best in Market4. Ability to sell in multiple channels
Product Attributes
Customer Acquisition
DIGITAL TRADITIONAL
• Web Media
• Social Networks
• Affiliate Marketing
• Search/PPC
• Referral Program
• DRTV
• Home Shopping
• Call Center
• Radio
• Retail
Customer Experience
Brand Equity
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Strategic and Tactical Execution
• THOR will provide DTC multi-channel marketing strategy and execution • Production development: Strategic guidance on creative messaging to 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
Strategy Understanding a Brand’s competitive marketplace Consumer touch points and messaging/offers/promotion
Risk sensitivity
Scalability
Execution DRTV, Radio, Digital, PR, Home Shopping, Print Calls to action – phone, web, retail Pricing Product configuration Remarketing
Growing the Brand
Analytics Consumer Research Consumer touch points & messaging
Operational/Logistical Support
Call center scripting & efficiencies Telemarketing Fulfillment Marketing Database
THOR
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DTC Product Selection Elements
Target Market AppealUnique/Innovative Technology Demonstrates clear benefitAcceptable price point Proof of ConceptSpecial Introductory OfferMultiple UpSells Guarantee/WarranteeContinuity Programs: AOV/LTV recurring revenue-profit driver Product Margins/COGSMultiple distribution channels available (Radio, DRTV, Digital, Print, Home Shopping, Retail)
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Building Your DTC Foundation
Media PathwaysCreativeRetention/ “Hot” Leads
TVLong formShort formDM/Inserts PrintRadio
Primary pathTelemarketing (sales)Website/Landing Page
Utilization•800#’s•Call routing/Handling •Scripting•Tracking
MessagingBrandOffer: Hard OfferSoft OfferLengths: 28:30, 5:00, :120,:60,:30,:10
Retention-Loyalty•Enhance the process for e-mail (communication message, timing and frequency)•Utilize additional providers, customer service/fulfillment
Digital•Search-SEM & SEO•Affiliate (pay for performance)•Display •Web 2.0-Social Media, Video Sharing •Email List Rental
DigitalBuild media library •Display ads (animated/static)•E-mail ads•Contextual ads (copy heavy)
“Hot” LeadsMonetize list of prospects via outbound contact strategy: e-mail and teleservices
Front End Experience Pathways, Retention & Prospect Engagement
Secondary path•Customer Service•eCommerce enabled Web Environments:•High Performing Channel (HPC) •-eCommerce cart•Blog
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THOR Approach, Strategic InitiativesObjectives Strategy Tactics
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)
Develop a DTC “test pilot” program using a “tried & true” multi-channel approach that breaks thru the clutter
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)
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)
Pathways, multiple web landing pages and tele-sales scriptsCreative 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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Management & Analytics
Response Planning
Database Segmentation
Media
Performance Analysis
Tracking & Reporting
Insight and Analytics for ROI
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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.
• 25+ years of DR Marketing • DRMA Advisory Board• Past ERA Executive Board• Past ERA Board Member
• Direct to Consumer Specialists
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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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