Shopper Marketing Starts At Home

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Marketing Profiling Targeting Mapping Monitoring Metrics

Shopper Marketing Starts At Home

Front-Door Media and Marketing SolutionsCapabilities Presentation

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Executive SummaryPowerDirect would like to demonstrate how front-door marketing can:

– Be an integral part of a robust shopper marketing program– Reach and engage consumers through an uncluttered

environment at an early point in the path-to-purchase– Be used as a sampling & couponing vehicle to drive trial and

repeat sales– Connect consumers, marketers and retailers using precise

targeting, shopper insights and motivating incentives distributed at home with a high impact media vehicle

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Today’s Path to PurchasePowerDirect provides access to and engages consumers where

they are making key shopping decisions — at home.

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New Consumer Buying HabitsNearly 40% of shoppers make their brand-buying decisions before

they get to the store1

Source: 1 GMA, Booz & Co, and SheSpeaks 2009 Shopper Marketing 3.02 Information Resources International October 2009 Times & Trends Report3 couponinfonow.com

More than 95% of shoppers make lists and plan their purchases before they enter a store1

83% of consumers make purchase decisions at home2

Coupon redemptions are up nearly 20% from two years ago, and 40% of consumers align their lists with coupons they have in hand3

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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.”

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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

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• Reach a precisely-defined audience in their homes, early in the decision process• Allow brands to deliver customized tie-ins with specific retailers in specific markets• Capitalize on consumers’ responsiveness to promotional offers

Front-Door Marketing can help CPG Companies

• Reach new users• Hold and load current users• Increase product usage• Trade consumers up• Reinforce brand advertising• Introduce new products

• Gain new distribution• Secure retailer support (e.g. feature

pricing and display)• Build (or reduce) trade inventories• Improve trade relations

Consumer Marketing Objectives Trade Marketing Objectives

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Higher Coupon Redemption than FSI’s or NewspaperAverage Redemption Rates by Media Type for Offers Distributed in 2010

Grocery HBC

2010 Middle – Half Range 2010 Middle – Half Range

Free Standing Insert 0.9% 0.4% - 1.2% 0.4% 0.2% - 0.5%

Newspaper 0.7% 0.3% - 0.6% 0.5% 0.4% - 0.5%

Magazine 1.1% 0.4% - 1.4% 0.6% 0.2% - 0.6%

Direct Mail 3.5% 0.5% - 3.1% 1.9% 0.3% - 2.6%

Regular In-Pack 4.2% 2.0% - 5.3% 4.9% 0.8% - 5.7%

Regular On-Pack 5.7% 1.0% - 7.3% 2.45 1.0% -1.8%

In-Pack Cross-Ruff 2.1% 0.7% - 1.9% 15.4% 10.2% - 15.0%

Instant On-Pack 23.5% 7.7% - 35.1% 20.0% 0.2% - 33.3%

Instant On-Pack Cross-Ruff 8.2% 1.1% - 11.5% 7.5% 1.6% - 8.0%

On-shelf Distributed 8.8% 2.6% - 10.7% 8.3% 1.5% - 10.3%

Handout Electronically Dispensed 8.0% 2.6% - 8.4% 8.0% 1.4% - 7.3%

All Other Handouts In-Store 3.1% 0.6% - 2.8% 2.0% 0.4% - 1.8%

All Other Handouts Away from Store* 2.5% 0.5% - 2.3% 1.7% 0.4% - 1.5%

Internet Home Printed 16.6% 8.5% - 22.2% 12.8% 2.4% - 18.15

Military 11.1% 1.0% - 15.1% 5.3% 0.6% - 2.25

Source: NCH Marketing Services, Inc., Coupon Facts Report, 2011

*Front-door distributed coupons are combined with

“All Other Handouts Away from Store”.

Front-door distributed coupon

response rates have been reported as high as 20% by

PDM clients.

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Combining Out-of-Home with In-Store

Front-Door Marketing campaigns can carry thematic content that can be reflected in-store for maximum synergy

Front-Door Media delivered to the home (with product samples and/or bounce-

back coupons)

In-store point-of-purchase materials

In-store floor graphics

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Meet— Front-Door Media and Marketing Services —

— Founded in 2001 —— Category pioneer and innovator —

— 2010 Inc.’s 500 | 5000 List of Fastest-Growing Private Companies in America —

— Over 1,300 campaigns produced and delivered —— Extensive CPG and retail background —

— Preferred partner for nation’s top brands and agencies —— North American distribution —

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Preferred and trusted bytop national brands

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Front-Door Media Products

PowerHangers™Specialty

Front-Door Media

PowerPersonalization™Online Lead Generation

PowerSamplingTM

Sample and Coupon Delivery

PowerShopperTM

Co-Op Polybag Program

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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

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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

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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

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

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— Visualizing market coverage —— Precise area mapping —

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MonitoringDuring Campaign I Post Campaign

— Geo-targeting and mapping with Google Earth —

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— PowerTrakker (client extranet) —

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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—

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Metrics

— Cost per coupon redeemed —— Coupon redemption rate —

— Samples distributed —— Incremental traffic —

— Purchase frequency —— Average purchase size —

Because our media is trackable, we can help you measure:

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Case Study: De Waffelbakkers Frozen Pancakes

Client: Janssen & Meyer (De Waffelbakkers frozen pancakes)Goal of Program: • Support frozen pancake product launch with a highly targeted, front-door distributed

coupon/door hanger designed to engage consumers with a quality brand experience and drive trial at retail

Program Highlights:• PowerDirect targeted upscale, health-conscious consumers,

in specific trading areas in close proximity to stores carrying the brand

• Free trial, perforated coupon included in a unique die-cut door hanger design

• Program exceeded client’s coupon redemption objective

Marketing Profiling Targeting Mapping Monitoring MetricsMarketing Profiling Targeting Mapping Monitoring Metrics

Thank You! Questions?

Shopper Marketing Starts At Home

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Shopper Marketing Starts At Home