Touch Point Marketing CampaignsExecutive Overview & Media Kit
Precision Reach + Branded Content + Measurable Results
www.AudienceInnovation.com - 888.241.6634, x719If you have an Audience Innovation sales sep, please contact them direct.
Point-of-Care& Geo/Demofor Consumers
B2B, C-Suite, Trade & Channel Targets
Audience Innova-on creates cover marke-ng programs for rela%onship, loyalty and demand genera%on response with any precision targeted database, for both B2B and consumer targets.
Ø Engaged for tac%cal call-‐to-‐ac%on communica%ons, reaching any number of recipients, from a handful of key customers to much more expansive and broad-‐based target databases.
Ø Posi%ve, rela%onal, pro-‐ac%ve, reciprocal messages and efficient precise physical touch-‐points deliver a compelling and proven mechanism engaging ... rela-onship, loyalty and call-‐to-‐ac-on.
2
BUSINESS-TO-BUSINESS80% of Fortune 500 Companies Have Used Cover Wrap Marketing Campaigns to Reach
B2B Acquisition & Retention Customers
Please refer to client examples on the Audience Innovation website for more case studies.
Customer engaging database solutions …
Precision Targeted CampaignsEngage Your Best Customers
GEO/DEMO & POINT-OF-CARE90% of the Top 25 Pharmaceutical
Companies Have Used Place-based Cover Wrap Marketing Campaigns for Customer Point-of-Care Interaction & Call-to-Action
SOURCE: Historical Program Sales
Cover Wrap Campaigns are both Precise & Measurable
3
Ø EFFICIENT … REACH only the target you want, delivered with zero waste for you and your company, maximizing your very precious marketing dollars and long-term relationship results.
Ø POWERFUL … LEVERAGE extremely well-known brand names, compelling content, that tantalizes and engages your recipients.
Ø PERSONAL … CREATE a reciprocal relationship and long-term loyalty with your best customers and/or prospect customers.
Ø TANGIBLE … ENGAGE multiple continuous touch points, each timed for optimal impact via
weekly, monthly or quarterly campaigns.
Ø PRECISE … DELIVER exactly what’s needed for any target, any marketing objective, any budget, any size business … long-term impact.
QUESTION: ‘If you could attach your company’s brochure to the outside of a very well-respected magazine and, deliver it with a personal letter from you and your company ... reaching ONLY your very specific customers and/or prospects (any B2B target vital to your business) … and, as a result, 80% of your selected recipients read your brochure (vs. 98% in the trash) … would you consider that result a valuable marketing investment?
Touch Point Marketing Campaigns Four Smart Options for You
4
BUSINESS-to-BUSINESSDIRECT-to-RECIPIENT
CXO ExecutivesDecision Makers
Channel Partners & TradeAcquisition AND Retention
POINT-of-CARE & PHARMAGEO/DEMO CONSUMERS
PharmaceuticalPoint-of-Care ReachDirect-to-Consumer
Geo/Demo Retail Targets
ONE-SHOT PROMOTIONSConventions & Trade Shows
Consumer PromotionsOne-Shot Call-to-ActionEvents & Trade ShowsConvention Literature
1
3
2
COVER WRAP Marketing Campaign Options
4CORPORATE LOYALTY LABEL
Monthly Touch Points with Variable Printing and Personalized Messaging for Large Numbers of Customers &
Prospects Important to Your Company
Corporate LOYALTY LABEL Marketing Campaign Options
For more about Loyalty Labels specifically, please request our deck for Loyalty Label op-ons; we look forward to sharing more, and hearing your ques-ons.
The Database is ParamountCustom-Built for Your TargetAc-va-on commences by developing a smart proprietary database provided either by the client and/or developed for the client by Audience Innova-on’s database exper-se.
Ø Database op-ons include any acquisi%on and/or reten%on target, based on campaign objec-ves, or choices from our 600,000+ verified loca-ons for precision place-‐based reach.
Ø Smart database filters guarantee surgical precision, ideal for reaching any proprietary database, examples such as …Ø C-‐suite Execu-ves, Channel Partners, Distributors, Dealers,Ø Sports Enthusiasts, Healthcare Professionals, Contractors,Ø Working Moms in 75205 or Pet Owners in the Top 25 markets.
Any target audience is possible, providing precision reach AND ... con/nuous measurable call-‐to-‐ac/on touch points.
5
Why Does It Work So Well?
6
“It costs 5X as
much to acquire a
new customer
than to retain any exis%ng customer.”
“Beyond Marketing:The New Power of Caring and Daring”
Rapp and Collins
“Eighty percent of existing business emanates from
twenty percent of your customers.”
The 80/20 Rule
“Relationship marketing
focuses on building and
embracing sustainable
linkages to customers
… a goal to which
advertising has always
aspired.“Booz-Allen & Hamilton
Proven Impact that Delivers.
Cover Wrap Marketing Campaigns
Deliver Proven B2B Impact
7
RESULTS … ENGAGE a precision direct marketing vehicle with the power and impact of well-respected branded content that, time and time again, delivers extraordinary target audience results like …
* Results vary given various targets and other factors, including the specific call-‐to-‐ac-on. Over -me, campaigns have produced an average life span of 7.3 years and, even be]er, 70% of B2B campaigns renew annually, proving their historical success. Source: Historical Campaign Results.
Ø 100% Reach, Zero Waste EfficiencyØ 90% Awareness of Your Message CurriculumØ 80% Readership of Your Message CurriculumØ 40-60% Call-to-Action or Recipient Response*
MEASURABLE … Combine precision database expertise with the impact of the world’s most respected content to deliver proven readership, vital customer engaging call-to-action and zero wasted dollars.
Cover Wrap Marketing
Client Testimonials
8
Ø “I’m confident that our cover wrap marketing campaign accomplishes our most important objective … to build greater awareness and brand share for our company and national promotions, targeting our key retailer target. The program is effective and delivers very successfully for our company and our national retail customers.”
Ø “This program offers us a great way to get our Sales Managers in front of our most vital and hard-to-reach target: Hospital Administrators andDirectors of Materials Management. It offers our Sales Managers something to discuss with key customers, providing a small gift which is both appreciated and very useful for our customers.”
Ø “We are very pleased with the positive responses we receive from our corporate customers included on this sales focused marketing program. This strategic tool allows us to continually build upon our existing relationships which provide a means to communicate informative, consistent and continuous messages in a respected medium.”
Non-competitive client references and case studies available upon request.
Senior Vice President, Global Marketing
Executive Vice President, Brand Marketing
Chief Marketing Officer, Enterprise Solutions
Our Clients LOVE Precision Targeted Reach Solu%ons
Vast Real Estate for Long Form MessagingFour Page Cover Wrap UnitA cover wrap is a high profile mul%ple-‐page crea%ve unit which is bound as a second cover to select magazines, a very prominent cover message with ‘billboard’ impact.Ø Each cover delivers a visible, co-‐branded message
(curriculum), guaranteed to harness the power of each cover surface with your selected recipient targets.
9
Front Cover
Inside Back Cover Back Cover
Inside Front Cover
Please see hard-copycover wrap samples for true
communication impact.
IMPORTANTPersonal‘Letter’Format
to IncreaseRelationship& Response
Six Page Cover Wrap Unit Even More Space w/Front Folding Gate
10
Front Cover
Inside Back Cover Back Cover
Inside Front Cover
Front Folding2-Page Spread
The addition of a front folding gate adds two additional pages or real estate for your message, providing an impactful spread for even greater message engagement.
Please see hard-copycover wrap samples for true
communication impact.
MEDIA KIT
11
Cover Wrap Marketing Campaigns
* Many magazines options are available; we’ll recommend 1-2-3 options based on target and objectives.
www.AudienceInnovation.com - 888.241.6634, x719If you have an Audience Innovation sales rep, please contact them direct.
Our Magazine Partners DeliverWell-Known Branded ContentYour selected magazine is the direct carrier, a co-‐branded rela-onship partner which delivers your company’s vibrant cover wrap messages to your target, your custom distribu-on which is 100% exclusive for your company.
Ø Audience Innova-on partners with nearly every major publisher to deliver proprietary strategic campaigns.
Magazine Partner is Recommended Based on … Ø Target audience, editorial fit, company match and perceived
value to your selected recipients, in addi-on to budget, -ming and other valuable campaign objec-ves.
The magazines above represent only a handful of our publisher partners, those who Audience Innova-on conjoins to provide direct access to 1,000+ magazines.
12
* Many magazines options are available; we’ll recommend 1-2-3 options based on target and objectives.
Business-to-Business Target AudiencesB2B, CXO, Trade & Channel
13
Ø Commercial, Executive, Channel & Trade Targets – C-Suite, Decision-Makers, Commercial Customers & Prospects, Channel, Trade and/or any other type of B2B database target.
Ø Augment Your Sales Force & CRM Marketing – Retention or acquisition databases, via your sales force, and/or our sources, from 1,000+ to 10,000+ recipients based on campaign objectives, engaging precision solutions. We’ll steward your program.
Ø Influential & Thought Leaders – Community Officials, Thought Leaders, Philanthropic & Charity Leaders, University Officials & Other Key Influencers Vital to Your Company and Your Business.
15
C-‐Suite & CXOEnterpriseChannelTrade/BuyersInvestor Rela-onsDecision-‐MakersAugment SalesFranchiseThought Leaders
Any B2B Target
Ø Geo/Demo Targeted Place-based LocationsØ Doctors, Dentists, Pharmacies & Hospitals, Coffee ShopsØ Veterinarians, Spas, Hair/Nail Salons, Airport Lounges, HotelsØ Fitness Centers, Gyms, YWCA and/or YMCAØ Automotive Service Centers & Car Dealerships
Ø Utilize QR Codes to Engage Recipient Response, to drive website inquiry, call-to-action, promotions and/or target measures of any type.
Place-Based for Point-of-Care ReachSelect Geo/Demo Locations
14
One-Shot Promotional OpportunitiesCall-to-Action & Events
15
CONSUMER PROMOTIONS – Campaign targeted total of 200,000 filtered database customers.Ø Client utilized a one-shot to deliver a 6-page cover
message to customers upgrading to a new product. Magazines were delivered to consumer’s homes.
TRADE SHOWS & CONVENTIONS – Client utilized a one-shot cover wrap invitation to distribute a cover wrap invitation to VIP attendees at PC Expo.
AUTOMOTIVE CALL-TO-ACTION – Selected database of 125,000 highly defined buyers of a given vehicle, including profile-matched targets.Ø Each recipient received a single issue of magazine
with an 8-page double front-folding gate creative.Ø Cover wrap featured a ‘pull-out’ invitation for a high-
end vehicle, including incentives for call-to-action.Ø Program over-delivered anticipated results by 3X,
deemed very successful by both client and agency.
Cover Wrap Marketing Campaign
Turnkey Activation Elements
16
2 – Cover Wrap Issues – Company Message May Vary Each Issue
4 – Response Survey Conducted Part-Way Through Campaign
3 – Announcement Letter/Card Commences Your Campaign
1 – Precision Database – Developed for Zero Waste Efficiency
Historical Campaign Life is7.3 Years & 70% of ClientsRenew Campaigns Annually
BECAUSE They Deliver Results& Measurable Response from Key Constituent Databases
Normative Readership %’s vs. Run-of-Book Advertising
17
The following illustrates the proven impact of both ‘Seen’ and ‘Read’ cover wrap advertising vs. traditional in-book placement.
SOURCE: Historical Program Results
Recall Recall Recall Seeing Reading Reading (Location) (One-to-One)General Ad Placement- Spread 4/C 71% 29% 29%- Single Page 4/C 50% 25% 25%- Single Page B&W 39% 22% 22%
Cover Wrap Placement- Front Cover 4/C 90% 65% 86% - Inside Front Cover 4/C 83% 43% 77%- Inside Back Cover 4/C 68% 41% 72%- Back Cover 4/C 82% 42% 76%
Campaign Response Norms for Cover Wrap Marketing
18
Ø Recipients Found Magazine Valuable 98%Ø Shared Magazines with Others 69%Ø Obtained Valuable Information 59%Ø Obtained New Information 28-33%Ø Rated Program Good or Excellent 52-74%
SOURCE:Historical Results
Recommendations to Create & Engage theMost Successful Campaign1. DEVELOP YOUR BEST POSSIBLE SMART DATABASE
2. INVOLVE YOUR EXECUTIVES & SALES FORCE
3. DESIGN YOUR CREATIVE ROADMAP ‘CURRICULUM’
4. ENGAGE YOUR ‘PERSONAL’ COMMUNICATION MECHANISM
5. CONSTRUCT YOUR RESPONSE STUDY from the START
19
Utilize QR Codes to DRIVE Immediate Requests,Website Engagement & Recipient Responses.
Use this QR Code to See Cover Wrap Samples.
The most important step is the database. Who are your targets? Are they acquisition or retention targets? Is an internal database adequate or, we will provide database expertise to create the most effective database for you.
Your executives and sales force must be involved in each step of the messaging curriculum … from database development to creative roadmap. Selected recipients are their customers; they will provide valuable input regarding the best messaging strategy to shift impact with any VIP target.
What key message will be featured with each message? It’s best to plan your creative roadmap in advance. The best messaging plan is simple; a clear communication strategy that leads your recipients logically through a planned ‘curriculum’ of key messages, over the course of time.
Campaigns provide a unique combination of advertising, direct mail, PR and relationship marketing. This powerful combination creates a highly personal communication vehicle for you and your company and, importantly, a proven means to engage the personal relatedness of this valuable vehicle by emphasizing the most vital element, the personal letter communication.
To assist evaluating the success of each campaign, Audience Innovation provides a custom Response Study, an valuable means to gain first-hand feedback direct from your recipients – it’s best to plan your Response Study from the start, in addition to any and all other internal or proprietary means of response measurement analytics.
Proposal Creation Feedback, Timing & Start-Up Due DatesLet’s discuss your campaign objec-ves, your target and any other variables, per feedback as requested below.
20
Ø Target Audience Descrip-onØ Database Source Op-onsØ Recipient Count (High/Low)Ø Budget Parameters or ConstraintsØ Proposed Start Date & TermØ Other Tangible Objec-ves
In-‐market turnaround can be as quick as 45 days aier database is completed and confirmed ready to go.
Feedback Needed to Start Proposal
Paul C. Kostial – President & CEO – 888.241.6634, x719 www.AudienceInnovation.com – [email protected]
If you have an Audience Innovation sales rep, please contact them direct.
Standard In-‐Market Ac%va%on is 60-‐90 Days, including Paperwork, Database, Announcement & 1st Cover Wrap.
Please Request: Cover Wrap Samples (Digital and/or Hard Copy), Announcement Le]er Samples, Result Survey Samples, Variable Prin-ng Op-ons, Due Dates,
Client Tes-monials, Campaign Case Studies & Produc-on Specs.