MultiMedia, CustomerDriven Solutions

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Multi-Media, Customer-Driven Solutions
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A Multi-Media Solutions Company
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Overview

• Customer File Analysis
• Frequency of store visits
• Spending amount
• Media channels used
• Growth Strategy for ROI
• Optimizing Customer Contact and Budget
• Current Customers
• New Customer Acquisition

MAAX used for analysis
MAAX analysis sets up new angle on proposal
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Your CustomersData File Analysis
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PRIZMNE Life Stage Segmentation

• Regression Analysis performed on 26 different
  variables
• Life Stage proved the best variable for
  predicting a customer

Younger Years - Age Under 45 - Singles and
Couples - 30.1 of Sacramento/Yolo
Family Life - Middle Age 25-54 - Families with
Children - 37.3 of Sacramento/Yolo
Mature Years - Age Over 45 - Singles and
Couples - 32.2 of Sacramento/Yolo
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Customer Value Changes with Life Stage
Five life stage segments represent three-fourths
of revenue.
Numbers may not add due to rounding.
KEY POINT Not all customers are created equal -
five life stage segments drive 75 of revenue.
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Amount of Revenue Generated By Customers

• Gold customers comprise 9 of customers and
  generate 41 of revenue.

KEY POINT 75 of revenue is generated by 28 of
customers comprised of Gold, Silver and Bronze.
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Customer Location
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Optimize by Media ChannelFor Return on Customer
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Optimized Multi-Channel Delivery
Right Customer
- Customer profile(s) - Match profile within
3-Miles of your location
Right Channel
Preferred Channel
- Efficient Mix of Mass Targeted Reach
Vehicles - ROP -Insert - MVP -Niche
products - Solo Mail -Online
Right Time
Flexible Timing
-Flexibility for the consumer
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Your CustomerOnline
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Slides NOT included due to spec ads revealing
customer
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Trade Area Analysis
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Distribution Analysis Process

• Standardized and appended information to customer
  file
• BTZ Bee Target Zone
• PrizmNE Life Stage
• Other demographics age, income, presence of
  children, distance to nearest store, distance to
  assigned store, year built of home, dwelling
  type, mail order buyer
• Developed regression analysis to verify
  correlation and significance of variables
• Applied cartographic analysis using 3 mile radius
• Developed a distribution recommendation using
  cost of distribution in order to maximize reach
  of current customers and top 5 life stage
  prospects

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SummaryRecommendations
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Customer-Driven Strategic Plan

• Business succeeds by building, keeping and
  growing customers.
• While all customers have value, not all are of
  equal value.
• Our strategy covers all customers, yet maximizes
  opportunity with the
• most valuable customer segments.
• The ability to harness customer data across
  platforms enables you
• to create more meaningful, integrated messaging.
  By aligning known media use with customer value,
  you are in a unique position to maximize
  Return-on-Customer.
• Optimized multi-platform messaging focuses your
  advertising on
• media and distribution channels utilized by
  various customer households.
• Your customer-driven strategy delivers on
• WHO the right customer
• WHAT your value equation
• WHEN flexible days and times
• WHERE in the right geography
• HOW through the right mix of channels

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Customer-Driven Strategic Plan

• We are proposing use of three primary channels
• The Sacramento Bee
• sacbee.com
• MVP or Solo Mail
• Knowledge of the current and prospective
  customers allows us to carry a highly effective
  and efficiently balanced program to the
  marketplace.

Mixing mass marketing and targeted marketing
vehicles with our geographically targeted
distribution options provides flexibility for
your messaging to reach across platforms and into
the households that drive your business.