1. Precision Media Mix Animation storyboard

2. You identified your target customers. 3 customers appear in turn: center, left right. Copies of same drawing at different sizes. Silhouette of a mother and daughter. Theyve been shopping, both are carrying shopping bags. Mom has a cell phone.

3. You understand their lifestyles. Hi-lighters appear around each cell phone.

4. You understand how they make their purchase decisions. Hi-lighters appear around all the Moms shopping bags.

5. You understand what matters most in their lives. Hi-lighters appear around all the kids.

6. You understand what matters most in their lives. Headline and hi-lighters fade away. Customers fade from color to gray.

7. Customers shrink in size and change position.

8. But how will you pick them out of the crowd? Many more identical customers appear around our target customers; they are now lost in the crowd.

9. Marketing on a broad scale is expensive, inefficient, and delivers low return on investment Broadcast tower appears and signals begin emanating from it. Signals are transparent, weak

10. Fortunately, you can do better. Signals continue, are still transparent, weak

11. Using what you know about your target customers… Hi-lighters re-appear, briefly. Perhaps they flash once or twice? Then fade away. Color return to target customers.

12. …to select a mix of media that beams your message straight to them. Beams (think of searchlights) appear and spotlight our customers. Where signals overlap beams they are stronger, brighter.

13. Narrowcasting: the key to a great return on your marketing investment. Crowd of other customers fades away.