1. Ken Robbins, President Response Mine Interactive Atlanta, GA 4.18.11

4. On average, the lifespan of a Fortune 500 company is ~40 years.

5. Real Meetings. Actual Decisions.

6. Volume vs. Profits Public medical products company $400 cost-per-new-patient. Break even = $600. 30% of customers come in at ~$700 ea.

7. 10,000 legacy rate plans New plans at least 20% cheaper Don’t ask, don’t tell renewing customers because “we need the profits.” Wireless Disconnect

8. “ Gross ” Margin Retailer 30,000 SKUs margins ranging 28% to 70%. revenue based decisions Fan maker #1 $250$75 30% Fan maker #2 $250$120 50%

9. Checked Out Hotelier = lowest room rates + 20% fee Digital Marketing = highest room rates 14% cost Decision- Pause digital.

10. Form over Substance Goal: Increase form leads b/c “calls are customer service” Audit revealed 60% of calls are new sales at half the cost to acquire. Decision: “more forms please”

11. Other Budget Mistake In May, lawn care company’s internet marketing budget ran out. TV, Billboards, direct mail keep running- at higher costs/new customer Internet = lower cost-per-customer.

12. 50% % of Americans with Smartphones

13. 5% # of retailers with mCommerce specific sites

14. mistakes policies & strategies

15. ignore loyal customers ignore better margins advertising that ignores profits & new customers practices that piss off the consumer

16. basic strategy

17. Efficiently acquire high value customers. Allowables Measure Database CRM Report / analyze Test Recognize Segment Score Lifetime Values Communicate Repeat purchase Reward Proprietary & Confidential. All Rights Reserved. 2011 Response Mine Interactive, LLC

18. efficient marketing?

19. Some ads produce sales Some don’t

20. measure everything

21. scale and breadth of awareness

22. efficiency of response lower cost per: inquiry sale lead customer

23. 7.8% 10.2%

24. 34 PPC tactics leah.peterson@responsemine.com

25. high value customer?

26. buy more less complaints & discounts refer friends & colleagues buy again

27. From Angel Customers & Demon Customers- Larry Seldon

28. 5 questions

29. #1 how many new customers did we acquire last month?

30. #2 how do we irritate our customers?

31. “simple” IVR Proprietary & Confidential. All Rights Reserved. 2011 Response Mine Interactive, LLC

32. “hi. how may I help you?”

33. #3 what’s the difference between average customer & best customers?

34. #4 what are our conversion rates?

35. #5 what do our best customers like to buy from us?

36. Efficiently acquire high value customers.

37. Acquire More Customers Thank You. @kenrobbins 404.233.0332 ken.robbins@responsemine.com TM