B2B B2C Hybrid Marketing

1. Workshop B2B B2C Hybrid Marketing

2. Selects Standard Industrial Classification (SIC) • 2- 4- and 6-digit codes 55 = Automobiles, Boats, Planes 5521 = Motor Vehicle Dealers – Used Only 552102 = Automobiles – Antique & Classic

3. Prospecting Selects (cont.) Other Business Characteristics • Number of employees • Annual sales • Business credit score or bad debt • Change in ownership date • New / years in business • Wallet share

4. Level – Other Considerations • Site or building • Individual / key person = job title or job function

5. Level (cont.) • Institutional (multi-location)

6. Region • Integration of regional sales staff in support of wider branding efforts

7. Channel • Distributors or wholesalers • Individuals

8. Site Penetration Establish minimumandmaximumallowable contacts per site ADDITIONAL CRITERIA High / Low Associated Freq and AOV = + / - 1 Site Penetration Minimum = 1

9. Title Slugging & Title Priority Based on record’s age, alternate title slug with current key person contact name, or simply replace name with title slug Last Activity Date: January 2003 Donald Rumsfeld Secretary of Defense Pentagon Washington, DC 20001 New Contact: May 2007 Secretary of Defense Pentagon Washington, DC 20001

10. At sites with a higher desired site penetration than key person records allow, mail additional pieces according to title slugging priority Site Penetration Maximum = 2 High Lifetime Freq & Avg Ord Value Site = + 1 Adjustment Only Two (2) Key Person Records Available Additional Mail Piece Sent To Maddox Chivan President Jolie Adoptions, Inc. 2019 Pico St # 401 Malibu, CA 90025 Zahara Marley Dir of Adoption Svcs Jolie Adoptions, Inc. 2019 Pico St # 401 Malibu, CA 90025 Dir of Publicity Jolie Adoptions, Inc. 2019 Pico St # 401 Malibu, CA 90025

11. Relationship Management Important distinction:B-to-B direct marketing is still a one-to-one relationship