THOR Associates provides direct-to-consumer marketing strategy and execution. They will develop a multi-channel marketing strategy, produce creative content, provide sales projections, track metrics, fulfill orders, and handle customer service. Their approach involves testing products and creative content across different media channels to optimize performance and ROI before full rollout. THOR has experience managing large direct response campaigns across categories and aims to build brands through a "branded response" approach.

1. 121 West 20th Street
Suite 3D
New York, NY 10011
www.thorassociates.com
212-645-5737

2. Direct to Consumer (DTC) marketing
Key Benefits: Develop and build direct relationship with consumers
• Consumer Insights: Direct contact with customers regarding products,
technology, first/best in market, packaging, pricing, experience etc.
• Survey/Product research: Product development and launch new
products
• Cross promote sales of line extension products/brand initiatives
• Branded Response DTC Approach, builds sales overnight and a brand
over time
• Metrics optimized by response/sales ROI. Build direct and indirect for
retail
• Decreased media costs, amplify message and maximize budgets
2 Confidential www.thorassociates.com

3. Brand Equity
1. Great consumer value
2. Unique Selling Position (USP)
3. Best in Market
Product 4. Ability to sell in multiple channels
Attributes
Customer Experience Brand
DIGITAL TRADITIONAL Equity
• Web Media • DRTV
Customer • Social Networks • Home
Acquisition • Affiliate Marketing Shopping
• Search/PPC • Call Center
• Email • Radio
• Referral Program • Print
• Retail
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4. Strategic and Tactical Execution
• THOR will provide DTC multi-channel marketing strategy and execution
• Production development: Strategic guidance on creative messaging to
build brand
• Sales/response assumptions: Provide projections and goals based on
roadmap and time of key performance indicators
• Tracking/reporting metrics: Executive weekly reporting
• Working with media agencies for results based on product experience,
demographics, research, heritage and best in class pricing
• Fulfillment: Delivery to the customer will be executed with best practice
insight
• Tele-Services/Customer Service: Training, Scripting and Save methodologies
• Multi-Channel integration for a robust ROI
• Direct response drivers for Retail
• Integration of digital strategy to build a multi channel platform
4 Confidential www.thorassociates.com

5. Critical Brand Elements
Strategy Execution
] Understanding a Brand’s ] DRTV, Radio, Digital, PR,
competitive marketplace Home Shopping, Print
] Consumer touch points and ] Calls to action – phone, web, retail
messaging/offers/promotion ] Pricing
] Product configuration
] Risk sensitivity
] Remarketing
] Scalability
THOR
Growing the Brand Operational/Logistical Support
] Analytics ] Call center scripting &
] Consumer Research efficiencies
] Consumer touch points & ] Telemarketing
messaging ] Fulfillment
] Marketing Database
5 Confidential www.thorassociates.com

6. DTC Product Selection Elements
 Target Market Appeal
 Unique/Innovative Technology
 Demonstrates clear benefit
 Acceptable price point
 Proof of Concept
 Special Introductory Offer
 Multiple UpSells
 Guarantee/Warrantee
 Continuity Programs: AOV/LTV recurring revenue-
profit driver
 Product Margins/COGS
 Multiple distribution channels available (radio,
print, DRTV, web, HSC, retail)
6 Confidential www.thorassociates.com

7. Building Your DTC Foundation
Front End Experience Pathways, Retention & Prospect Engagement
Retention/
Creative Media Pathways
“Hot” Leads
Messaging TV Primary path Retention-Loyalty
Brand Long form Telemarketing (sales) • Enhance the
Offer: Short form Website/Landing Page process for e-mail
Hard Offer DM/Inserts (communication
Soft Offer Print Utilization message, timing
Lengths: 28:30, 5:00, Radio • 800#’s and frequency)
:120,:60,:30,:10 • Call routing/Handling • Utilize additional
• Scripting providers, customer
• Tracking service/fulfillment
Digital Digital Secondary path “Hot” Leads
Build media library • Search-SEM & SEO • Customer Service Monetize list of
• Display ads • Affiliate (pay for • eCommerce enabled prospects via
(animated/static) performance) Web Environments: outbound contact
• E-mail ads • Display • High Performing strategy: e-mail and
Channel (HPC) teleservices
• Contextual ads (copy • Web 2.0-Social
• -eCommerce cart
heavy) Media, Video
• Blog
Sharing
• Email List Rental
7 Confidential www.thorassociates.com

8. THOR Approach, Strategic Initiatives
Objectives Strategy Tactics
Determine viability of DTC as an Develop a DTC “test pilot” program using Build a Test-Learn-Optimize environment:
additional distribution channel (besides a “tried & true” multi-channel approach • Creative, multiple creatives/offers in a
Retail and Home Shopping) that that breaks thru the clutter variety of ad formats
generates revenue profitably • Media, multiple channels-diverse media
portfolio (DM/Print, Radio, TV, Digital)
Pathways, multiple web landing pages and
Generate educated awareness via a Integrate traditional branding elements tele-sales scripts
“branded-response” approach to the (tone/color) with “best of” DR. Push Creative is focused on: call outs to the target
creative as “a proven solution that audience (the technology/real stories/real
“free trial” of product
transforms your life” amongst our target people), proof points and offers.
demo
Stack the deck by heavily weighting the
Media should drive performance and cost media buys using only historically proven Test media suppliers that generate both
efficiencies while negotiating flexible performing media channels in our efficiency and scale within these channels
optimization/cancellation terms targeted genre/demographic profile • Target DRTV long form, short form, DM/
Print, Radio and Digital
Gather learnings for sustained and Deliver statistical significance in each test
reliable deployment (post test pilot) Maintain proper media mix throughout test so
cell prior to optimization (creative/offer/
all data is useful for rollout planning
media/path)
• Deploy Tracking/measurement tools
• Track/Measure all key actions from • Read results daily/weekly
impression to conversion (sale)
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9. Insight and Analytics for ROI
Management &
Analytics
Creative
Management Business Planning
Response
Creative Market & Competitive Planning
Consultation Research
Database
Strategic & Media
Recommendations
Planning
Segmentation
Creative Testing Media
Strategy Define Metrics
Call-to-Action Offer Configuration Performance
Customer Experience Analysis
Tracking &
Reporting
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Confidential www.thorassociates.com

10. Teamwork Is Mission Critical
THOR works together with your senior management to build a successful
brand using Direct Response marketing.
THOR delivers Direct Response expertise, which translates to a tangible
competitive advantage for our clients.
THOR Associate’s Performance is built on a foundation of marketplace insight.
THOR delivers:
• Managed hundreds of campaigns, in every Lifestyle category
• Assembled the most experienced and talented DR staff
• Established expertise of integration of traditional and digital for ROI
We create trust, success and ROI.
10 Confidential www.thorassociates.com

11. THOR Associates
• Created $200 million dollar revenue campaigns in the Health/
Wellness arena, Lifestyle, Fitness and Housewares.
• Experienced team of professionals with strong industry
relationships that ensure:
• Seamless integration of traditional/digital Direct Response initiatives
• Results based on marketing testing with predictive analysis modeling
• Experienced DR veteran agency with network of relationships
• Our experience has created DRTV legends. From inception to
fruition, we leave no piece of the marketing pie untouched.
• 25 years of DR Marketing
• DRMA Advisory Board
• Past ERA Executive Board
• Direct to Consumer Specialists
11 Confidential www.thorassociates.com

12. Executive Team
Fern Lee – CEO
Fern is an experienced, award-winning marketing professional with a proven track record of increasing awareness, revenues,
consumer usage and asset values for multiple globally recognized media, entertainment and lifestyle/fitness/beauty brands.
Fern is successful applying direct response to the traditional and digital marketplace. Fern’s strengths have allowed her to
identify profitable customer segments, cultivate ways to favorably position client’s products and services, and ultimately
create break-through marketing campaigns that deliver superior results. Fern currently is a Board Advisory Member of
Response DRMA and sat on the Executive Board of The Electronic Retailing Association (ERA). During Fern’s career, she has
managed annual budgets in excess of $200 million, hired and mentored staffs of 30 employees, and been responsible for
almost every marketing discipline. Fern is an expert at consumer and trade advertising, promotions, media, radio, home
shopping, international, production of long and short form DRTV, retail, Telco/customer service and digital marketing.
Fern is versed in providing:
Growth Strategies ✦ Startups ✦ Brand Portfolio Management ✦ Operational Consulting ✦ Telemarketing ✦ Modeling ✦
Integrated Marketing ✦ Offline Integration to Digital Marketing
Email Fern at: fernleedrtv@yahoo.com
Lori Zeller – Managing Partner
Lori’s strengths are as a Chief Innovation Officer and Strategist. As the managing partner of THOR, she offers management
redesign initiatives for increased revenue. She is a senior executive with a passion for project management and product
development. Lori formulates strategic plans, shapes business development, aligns the financial and technical aspects of best
practices and supports multi-channel marketing. Lori has contributed to a Medical Home pilot program creating innovation
and the integration of technology as well as design quality initiatives with care management. Lori’s proven experience with
the implementation of Traditional/Digital collaboration for various verticals provides THOR’s clients with well rounded
recommendations for creative growth.
Lori is versed in providing:
Operational Management ✦ Strategic Planning ✦ Product Development ✦ Project Management ✦ Third Party Vendor
Relationships ✦ Creative Direction ✦ Business Development ✦ Funding Resource
Email Lori at: lori@thorassociates.com
12 Confidential www.thorassociates.com