DATABASE MARKETING STRATEGIES II Prepared by Shumpei Ogata Lynn Raposo Turgut Tezir Da Shang Presented to Santo Ligotti August 8, 2006 On-line Computer Retailer

Today’s Outline Project Overview Creative Mock-up Target Audience Campaign Details Financial Analysis Recommendations

Project Overview Objectives To acquire 500 new customers To generate sales revenue of $500,000 Media Channels Direct Mail

Primary Target Business professionals from 25 to 40 years old who: Use computers at work and home Are techy Always search for good deals Buy products on line such as Amazon.com Earn around $25,000 – 45,000. Live in the city and have busy lives

Secondary Target College or university students from 18 to 30 years old who: Use desk top computers at home or a library Have part time jobs and/or receive money from their parents Need laptops to study and enjoy on-line entertainment everywhere Are interested in the latest technologies

Key Messages Lower price Return policy Easy online ordering system Secure web site Customer privacy Excellent Customer service Special Offers

The Offers Free shipment –For those who order laptops that cost $1,000 or more 10% discount for laptop accessories –for those who order any laptop Save Money, “Tiger Direct web site offers high quality product with cheaper price” Positioning Statement

Call – To - Action Purchase a laptop on TigerDirect.ca –Input the offer number in a registration form –Qualified for free shipment and/or a discount

Campaign Process Acquire 45,000 of customer list –Transcontinental Consumer Behaviour Database Test the effectiveness of the campaign Send 20,000 direct mails and 25,000 s Analyze, evaluate and control

Schedule and Timing TestPromotion Aug 14 Sep 29 Sep 30 Oct 06 Oct 09 Nov 17 Nov 30 Test Direct mail and to test X Respond date XX Evaluation of Strategies X Promotion Direct mail and to all X Respond Date XX Evaluation Strategy and RFM X

Testing 2,000 for target direct mail group 2,000 for target group 2,000 for the control group Method: Systematic Random Sampling

Financial Analysis

Recommendation Create new pages for this campaign Create a new registration form Obtain customer list from third party company Create new French pages Reorganize directory structure of the web page

Thank You