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1 ©2009 inc. confidential. do not copy. Media Strategy March 9, 2009
2 The New Retail Analytics retail marketing expertise brand + call-to-action local marketing holistic marketing macro micro optimization ©2009 inc. confidential. do not copy.
3 proven ability to drive sales and branding goals strategic media planning, buying and optimization exceptional event and local marketing ©2009 inc. confidential. do not copy.
4 media buying media buying marketing expertise marketing expertise media analytics media analytics ©2009 inc. confidential. do not copy.
5 integrated media partner Media buyers have an average of 22 years experience Boutique agency with national clout On-call service at every level Impeccable reputation Full-disclosure billing Maximize your budget by adding media value and targeted promotions at no charge Always leverage every dollar for maximum impact Direct interaction with principal ©2009 inc. confidential. do not copy.
6 unique retail prowess other retail experience ©2009 inc. confidential. do not copy.
7 results-oriented expertise Drove double-digit comp store sales growth in six of seven years at the helm of national multi-channel public retailer Created lifestyle events and publication supplements to better serve customer segments Drove $35 million ANNUAL marketing budget including all aspects of creative, direct mail, media, events, promotions, PR and in-store merchandising for national public retailer $150M over the last 3 years ©2009 inc. confidential. do not copy.
8 local event marketing Conceptualized and executed monthly traffic-driving store events, over 1,000 in-store promotional events per year between vendor partners and media Planned over 70 grand opening (and attended over 50!) ©2009 inc. confidential. do not copy.
9 shopping destination for people who love to ride a bike unrivaled selection of quality cycling products, value and education creating a lifestyle brand shopping destination for people who love to ride a bike. We do this by offering an unrivalled selection of quality cycling products, value and education while reaching out to the communities in which we all live and ride. Affordable Influential Visionary The primary use of the Brand Positioning Statement is to answer the question “How are we different?” It synthesizes the Brand DNA and delivers the spirit and meaning of the brand with a focus on laying the groundwork for strategic and communications efforts. The positioning statement itself will be presented with a “positioning line,” a galvanizing phrase for internal (and potentially external) use that encapsulates the core message. Performance Bicycle POSTIONING STATEMENT: Experience the Ride. With an over 25-year history of leadership in bicycle retail, Performance Bicycle is the premier cycling destination for mainstream America. By emphasizing a coordinated, multi-touch sales approach that is accessible, authoritative and affordable, Performance connects the world of cycling to a broad range of people. We take great joy in helping these people experience the benefits of cycling for themselves, their communities and the environment in ways that enhance their lives. ©2009 inc. confidential. do not copy.
10 mature independents mature independents affluent families affluent families future families future families ©2009 inc. confidential. do not copy.
11 marketing objectives Differentiate PB from fragmented IBDs Gain market share from IBDs Increase prospecting and acquisition options to help fuel aggressive growth plans Call-to-action component to drive sales across all channels marketing communications strategy: what PB wants to accomplish, how RMI will accomplish them -Measure all tactics against each channel to insure efficiency of marketing spend- radio to local stores – drive web and store visits – credit radio with the everything it effects everything traffic at various levels – take into consideration the benefit or each channellocal advertising and lifestyle marketing – they have to do something locally – and every market is different – oCreate lifestyle element in stores to back up support superstore attributesServiceLook and feel of storesAssortmentCommunity eventsTrying to say: the things that make you different from local store;level of service, the new store look the assortment super-store style of erch, and how they need to be omnipresent – if they call themselves a superstore they have to be that in the community as well. Rmi understands the business – these are the things you need to hink about Performance Bicycle = “Where Great Rides Begin” ©2009 inc. confidential. do not copy.
12 segment value props affluent families community outreach knowledgeable staff family-friendly buyers club enthusiast expert future familiesstores affordable comprehensive satisfaction guarantee family-friendly authoritative family-friendly mature independents performance elite online convenience sales promos referral program buyers club environmental travel channel customer offer creative ©2009 inc. confidential. do not copy.
13 opportunities Existing tactics do good job of targeting existing customers Market share: how to gain trial from competitors’ customers? Win loyalty? Growth: how to recruit new bikers in the market? Win loyalty? existing customers potential sow existing customers potential sow competitors’ customers IBDs walmart target etc. competitors’ customers IBDs walmart target etc. new bikers to the market new bikers to the market existing customers ©2009 inc. confidential. do not copy. potential market share
holistic marketing i.e. Umbrella national tactics, filled in with local emphasis on community and lifestyle national media regional/seasonal regional media local markets local media stores associates customers Start with National industry media layer…Industry publications and websitesAdd national outreach where efficiencies aboundNational TV broadcasts of racesNetwork Cable opportunitiesQualitative prospectingBehavioral and qualitative dissection of target via online mediaSocial media, online PR, behavioral targeting, etc.Local traffic driving to stores/web Stores Online Catalog capture value communicate value create value price community outreach expertise local events selection national promo ©2009 inc. confidential. do not copy. grand openings
15 national umbrella example Example objective: Create media plan to maximize targeted impressions for prospecting, such as prospecting Plan: use reputable vendors to create campaign around test stores Example: One vendor has over 4 million bicyclists contains promotion, local store info, as well as call-to-action to visit stores Possible creative: “TOURING MONTH” all touring related bikes are on sale National promo, delivered locally ©2009 inc. confidential. do not copy.
16 local marketing Create local marketing plan, customized by market, to prospect and drive in-store traffic Reach prospects in a different way Factors: consider number of stores, overall sales, media cost, seasonality, local competition and other applicable data points for local plans Huge Opportunity locally – as part of layered marketing plan ©2009 inc. confidential. do not copy.
17 The New Retail Analytics cross-channel and holistic view of marketing communications impact test + learn media approach strategic media planning, buying and optimization ©2009 inc. confidential. do not copy.
18 macro micro optimization The New Retail Analytics ©2009 inc. confidential. do not copy.
19 MACRO + MICRO views New Retail Analytics macro site-level market-level category-level any aggregate-level view mass media, national promotions local marketing community outreach increase market share brand awareness evolving to lifestyle attributes online portal opportunities micro customer-level existing customers new customers segment-level based on customer + purchase information: catalogs direct mail + loyalty program increase share of wallet customized messaging creates true loyalty and brand differentiation elements view tactics functions Tactics – brand building, traffic driving across channels results: increased market share, brand awareness, evolving to lifestyle attributes, online portal opportunities, etc. Tactics – local opportunities, bike clubs, local races weekend sales, specific metrics by media type, comp store increases, short term website traffic increases, catalog sign ups during a campaign, etc. site and market level performance aggregate performance comp sales control markets preformance trend ©2009 inc. confidential. do not copy.
20 MACRO + MICRO KPIs New Retail Analytics macro sales margin profitability awareness visits page views trend vs. self performance vs. control comp performance media effectiveness expressed as: $/result for each channel/media type need for proper allocation of media spend micro response rate average ticket basket analysis new customers customer value purchase frequency trend vs. self performance vs. control customer lifetime value pre- and post- behavior segment value drivers high-value segments communication preferences metrics view methods insights Tactics – brand building, traffic driving across channels results: increased market share, brand awareness, evolving to lifestyle attributes, online portal opportunities, etc. Tactics – local opportunities, bike clubs, local races weekend sales, specific metrics by media type, comp store increases, short term website traffic increases, catalog sign ups during a campaign, etc. site and market level performance aggregate performance comp sales control markets preformance trend Metrics examplesCustom URLsQuery stringsGeo- correlation to media activity Demand, sales, margin, new customers, etc.b.Offline: measure spend and response – more difficultCoupons, traffic, sales, etc.Geo-correlation to media activityMeasurement of new customersAverage ticket Frequency of purchase Test and control Demand, sales, margin, new customers, etc.c. Optimization ©2009 inc. confidential. do not copy.
21 New Retail Analytics create plan to reach target audience create test & control conditions measure results optimize use internal + external research affluent families, future families, mature independents national promos, media, local events, community outreach control markets and sites, trends, goals macro + micro use results metrics to refine plan ©2009 inc. confidential. do not copy.
22 New Retail Analytics Combination of client historical data, industry averages and educated gut instincts to predict success rates by media type Combination of branded and c-t-a advertising Measure short-term success Consistent with long-term strategic brand objectives Example: triathalon marketing: coupons, brand ambassadors, branded apparel, banners Metrics: measure coupon redemption, new customer acquisition rate, average ticket, value, etc. ©2009 inc. confidential. do not copy.
23 optimization grid example New Retail Analyticsmediaradiobanners s direct mail local events spend $100,000$80,000$40,000$150,000$20,000 metrics site-levelclick thruconversionresponsenew customers duration weekendactive duration promo duration 2 weeks after in-home 2 weeks before and after event $/result$20$18$15$25$16 ©2009 inc. confidential. do not copy.
24 The New Retail Analytics retail marketing expertise brand + call-to-action local marketing holistic marketing macro micro optimization ©2009 inc. confidential. do not copy.
25 Next steps Engage Revolution Media as marketing partner based on unmatched retail expertise and extensive attention to the multi-channel nature of the business Create detailed marketing plan with actionable tactics Share overall response rates to begin predictive modeling efforts Pick a start date! ©2009 inc. confidential. do not copy.
26 Thank you ©2009 inc. confidential. do not copy.
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