Agora Marketing, Practice & Theory

1. Agora Marketing,Practice & Theory Multi-Channel Marketing Campaigns April 18th 2012 Jack Lizmi Stansberry & Associates

2. Marketing Channel: An activity, element, or avenue utilized to make products available to consumers. or… A distribution pipeline to deliver the marketing message.

3. Marketing Channels The 4 Core Channels WeWeb PrPrint RaRadio TvTelevision

4. Marketing Channels Audience Affinity • Affinity measures the likelihood that the member of a particular audience will be part of a list or visit a website. • Building a media plan is easier when we know who we’re looking for and where we’ll find them. Example: Visitors to the Stansberry Research site are 124x more likely to also visit Schaeffer's than the average Internet user and 20x more likely to subscribe to/visit Human Events. • Look for high “Site Affinity” or those which have visitors that closely match your own audience when selecting a website to approach and advertise or partner with.

5. Marketing Channels Web WeWeb [Em][Da][Ta] [Sa] [So] [Em] - Email [Da] - Display [Ta] - Text [Sa] - Space ad [So] - Social

6. Marketing Channels WeWeb Banner ads • Size IS important: • 300 X 250 ad is the most responsive in terms of Click Thru Rates (CTR) because it allows for more copy and is usually the most prevalent ad on a page. • 728 X 90 works well “Above the Fold” but has limited room for ad copy. • 720 X 300 (Standard popup size) tends to generate the highest CTR but is priced at a premium and may be blocked by most sites and browsers.

7. Marketing Channels WeWeb Banner ads • Test out banner formats and designs. Avoid flashy graphics. • Most sites consider a 0.50% CTR “very good”. Anything over 1.00% on any site is excellent. • Try to use clear, easy-to-read fonts that match the promo design. • Use a Call to Action such as Click Here, Watch Now, etc. but test various methods that can generate clicks. • Copy generates the click, not the graphics.

8. Marketing Channels WeWeb Banner Ad Metrics • Ideally, CPMs (Cost Per Thousand impressions delivered) should be below $5.00 with most banners priced in the $2.00 & $3.00 CPM range. • Assuming a $10k buy at a $2.00 CPM, that purchases 5,000,000 impressions. With a CTR of 0.75%, that would yield 37,500 clicks or views of your promo. • Calculate conversion rates by dividing orders into total clicks. i.e. 350 orders out of 37,500 clicks = 0.93% Conversion Rate.

9. Marketing Channels WeWeb Email Metrics • CPMS are higher, ranging from $30 to as high as $100. • Look for similar audiences, themes, paid vs free subscribers. • A list with 100,000 subscribers at a $50.00 CPM would cost $5,000 to send your offer to the full file. • A 30% open rate means 30,000 people would see your promo or “lift note”. If 10% click, 3,000 people see your landing page. • A 2% conversion rate translates to 60 orders. • For a $50 product that works out to gross revenue of $3,000 or a 60% ROI. (Spent $5000 for $3000 in revenue).

10. Marketing Channels WeWeb Rolling out an email campaign • When testing new lists these benchmarks are a good guide: • An ROI that exceeds 100% should be repeated until performance falls below 50%. • Above 75% ROI should be resent until ROI falls below 50%. • A 50% for a first time send is not great but should be retested if other creatives are performing better elsewhere. • 20% - 50% ROI may worth retesting if the list is willing to heavily discount another run. • 10-20% ROI not worth retesting. Some would offer make-good.

11. Marketing Channels WeWeb Rolling out • Review the performance of past promotions to your core external lists (Tier “A” lists). • Assume performance of the promotion to those core lists closely matches performance of the promotion internally. • If results meet expectations, roll out quickly to more lists. In email marketing this means emailing more frequently while also looking to make deals – swaps, revenue shares, flat-fee buys, etc. and any other ways to get your promotion in front of as many people as possible.

12. Marketing Channels WeWeb Tips • When buying multiple runs for a strong promotion, periodically insert new copy versions or even promotions for a different product to keep ad content fresh and determine list effectiveness. • Test re-mailing to people who have opened or clicked the promotion. • Multiple buys spread out over several weeks or months may qualify for volume discounts.

13. Marketing Channels Print PrPrint [Dm][In][Sa][Ni] [Dm] - Direct Mail [In] - Insert [Sa] - Space ad [Ni] - News item

14. Marketing Channels PrPrint Direct Mail – Not Dead Yet • Strong promotions going into the mail can reach millions of proven buyers. • Opportunity to drive people from direct mail to online video. • Otherwise standard DM rules apply (creative response devices, order forms, etc.)

15. Marketing Channels PrPrint Insert ads • A number of lists will accept insert ads that are inserted into their regular mailings to their subscribers. • Work on securing the best deal. Some publishers are open to revenue shares. • Try to negotiate pricing that includes printing/mailing costs. • Drive subscribers to a URL so they can view the promo online. • Resources: Sean Carroll (Stansberry Research) has mailed tens of millions of mail pieces across different lists, pubs, promos and designs.

16. Marketing Channels Radio RaRadio [Ra][Iv][Ni] [Ra] - Radio ad [Iv] - Interview [Ni] - News item

17. Marketing Channels RaRadio Radio ads • Radio creatives are usually :30 or :60 spots. • Can run across several different cities (markets) and stations and across different formats (Talk, News, etc.). • Ad copy should be as compelling as that of a lift note in order to get people to take an action (i.e. type in a URL and visit a website or dial a phone #, etc.). • The mechanism that we found works best is to drive the listener to a website that is easy to say, remember and type in… Example www.EndOfAmerica3.com • Repetition.

18. Marketing Channels RaRadio Interviews • Interviews can use the same approach as a radio ad. • Try to find programming that is receptive to your editor’s or publication’s message i.e. political, financial, “right-wing”, etc. • Shoot for “Advertorial” type programming where editors can get their message out as if it were their own show with a host who can moderate the conversation and ask questions of the editor. • Always drive to a URL (ie www.EndOfAmerica3.com) and mention multiple times during the conversation.

19. Marketing Channels Television TvTelevision [Co][Im][Ni] [Co] - TV Commercial [Im ] - Infomercial [Ni ] - News item

20. Marketing Channels TvTelevision Commercials • :30 and :60 spots, similar to radio. • Highly effective. Not as expensive as one would think. • Always drive to a URL (ie www.EndOfAmerica3.com) and mention multiple times during the conversation. • Resources: Jared Kelly, New Media Director at S&A. http://www.youtube.com/watch?v=MvLDTwvPR3w

21. WeWeb PrPrint RaRadio TvTelevision [ + + + ] Multi-Channel Marketing The “Equation” Using the 4 Basic Elements

22. Multi-Channel Marketing Results, Variations and Marketing Mix Channels WeWeb PrPrint RaRadio TvTelevision $ % # [ + + + ] =

23. Marketing Channels WeWeb General Metrics – Banner Example

24. Marketing Channels WeWeb General Metrics PPSILC16 Vendor reporting: ($63,858 Total campaign cost)

25. Marketing Channels WeWeb General Metrics (1,246 Gross orders) ÷ (182,931 clicks) = 0.69% Gross Click-to-Conversion rate ($61,653 Gross revenue) ÷ ($63,858 Total cost) = 96.5% Gross ROI ($63,858 Total cost) ÷ (1,246 Gross orders) = $51.25 Gross CPO ($63,858 Total cost) – ($61,653 Gross revenue) ÷ (1,246 Gross orders) = $1.77 Gross CPA

26. Marketing Channels WeWeb General Metrics From QlikView: Gross $ All Customers $115,621 Net $ All Customers $98,944 Refund Rate 14.4% Active Paid Subs 1,562 Active E-letter Subs 3,646 Net $ per Customer $91.10

27. Multi-Channel Marketing End of America Campaign - 11/30/10 to Present WeWeb PrPrint RaRadio TvTelevision [ ] = + + + [Dm] - 4,484 [In] - 3,073 [Sa] - 445 [Co] - 25,114 [Em] - 84,391 orders [Da] - 32,782 [Sa] - 30,316 [Ta] - 10,873 [Ra] - 60,587 [Iv] - 5,356 300,000+ subs acquired across multiple channels $15+ million Gross Revenue 1.98% Overall Conversion Rate

28. Multi-Channel Marketing End of America Campaign - 11/30/10 to 04/30/11 Orders Across All Channels & Efforts

29. Multi-Channel Marketing End of America Campaign - 11/30/10 to 04/30/11 Weekly Conversion Rate Across All Channels & Efforts

30. Resources: www.mediapost.com www.marketingvox.com googleblog.blogspot.com www.techcrunch.com www.quantcast.com www.wsj.com www.quantcast.com www.compete.com Google Analytics

31. Agora Marketing,Practice & Theory Multi-Channel Marketing Campaigns