Front-door marketing reaches and engages consumers at an early stage on the path to purchase--at their home.

1. Shopper Marketing
Starts At Home
Marketing Profiling Targeting Mapping Monitoring Metrics
Front-Door Media and Marketing Solutions
Capabilities Presentation
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2. Executive Summary
PowerDirect would like to demonstrate how front-door marketing can:
– Be an integral part of a robust shopper marketing program
– Reach and engage consumers through an uncluttered
environment at an early point in the path-to-purchase
– Be used as a sampling & couponing vehicle to drive trial and
repeat sales
– Connect consumers, marketers and retailers using precise
targeting, shopper insights and motivating incentives distributed at
home with a high impact media vehicle
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3. Today’s Path to Purchase
PowerDirect provides access to and engages consumers where
they are making key shopping decisions — at home.
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4. New Consumer Buying Habits
Nearly 40% of shoppers make their brand-buying decisions before
they get to the store1
More than 95% of shoppers make lists and plan their purchases
before they enter a store1
83% of consumers make purchase decisions at home2
Coupon redemptions are up nearly 20% from two years ago, and
40% of consumers align their lists with coupons they have in hand3
Source: 1 GMA, Booz & Co, and SheSpeaks 2009 Shopper Marketing 3.0
2 Information Resources International October 2009 Times & Trends Report
3 couponinfonow.com
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5. Front-Door Marketing
“A highly specialized and measurable discipline that uses creative,
precisely targeted media to reach and engage consumers through
one of the last uncluttered environments — their front door.”
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6. Features and Benefits
of Front-Door Marketing
— Features — — Benefits —
• Highly targeted medium • Reaches best prospects
• Solo delivered • Uncluttered setting
• “Must-touch” interactivity • Category exclusivity
• High visibility “mini-billboard” • Immediate message delivery
• High production quality • Measurable results (ROI)
• Creative flexibility • Branding and direct response
vehicle
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7. Front-Door Marketing can help CPG Companies
• Reach a precisely-defined audience in their homes, early in the decision process
• Allow brands to deliver customized tie-ins with specific retailers in specific markets
• Capitalize on consumers’ responsiveness to promotional offers
Consumer Marketing Objectives Trade Marketing Objectives
• Reach new users • Gain new distribution
• Hold and load current users • Secure retailer support (e.g. feature
• Increase product usage pricing and display)
• Trade consumers up • Build (or reduce) trade inventories
• Reinforce brand advertising • Improve trade relations
• Introduce new products
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8. Higher Coupon Redemption than FSI’s or Newspaper
Average Redemption Rates by Media Type for Offers Distributed in 2010
Grocery HBC
2010 Middle – Half Range 2010 Middle – Half Range
Free Standing Insert 0.9% 0.4% - 1.2% 0.4% 0.2% - 0.5%
*Front-door Newspaper 0.7% 0.3% - 0.6% 0.5% 0.4% - 0.5%
distributed coupons Magazine 1.1% 0.4% - 1.4% 0.6% 0.2% - 0.6%
are combined with Direct Mail 3.5% 0.5% - 3.1% 1.9% 0.3% - 2.6%
“All Other Handouts Regular In-Pack 4.2% 2.0% - 5.3% 4.9% 0.8% - 5.7%
Away from Store”. Regular On-Pack 5.7% 1.0% - 7.3% 2.45 1.0% -1.8%
Front-door In-Pack Cross-Ruff 2.1% 0.7% - 1.9% 15.4% 10.2% - 15.0%
distributed coupon
Instant On-Pack 23.5% 7.7% - 35.1% 20.0% 0.2% - 33.3%
response rates
Instant On-Pack Cross-Ruff 8.2% 1.1% - 11.5% 7.5% 1.6% - 8.0%
have been reported
as high as 20% by On-shelf Distributed 8.8% 2.6% - 10.7% 8.3% 1.5% - 10.3%
PDM clients. Handout Electronically Dispensed 8.0% 2.6% - 8.4% 8.0% 1.4% - 7.3%
All Other Handouts In-Store 3.1% 0.6% - 2.8% 2.0% 0.4% - 1.8%
All Other Handouts Away from Store* 2.5% 0.5% - 2.3% 1.7% 0.4% - 1.5%
Internet Home Printed 16.6% 8.5% - 22.2% 12.8% 2.4% - 18.15
Military 11.1% 1.0% - 15.1% 5.3% 0.6% - 2.25
Source: NCH Marketing Services, Inc., Coupon Facts Report, 2011
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10. Combining Out-of-Home with In-Store
Front-Door Marketing campaigns can carry thematic content
that can be reflected in-store for maximum synergy
Front-Door Media delivered In-store point-of-purchase In-store floor graphics
to the home (with product materials
samples and/or bounce-
back coupons)
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11. Meet
— Front-Door Media and Marketing Services —
— Founded in 2001 —
— Category pioneer and innovator —
— 2010 Inc.’s 500 | 5000 List of Fastest-Growing Private
Companies in America —
— Over 1,300 campaigns produced and delivered —
— Extensive CPG and retail background —
— Preferred partner for nation’s top brands and agencies —
— North American distribution —
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12. Preferred and trusted by
top national brands
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13. Front-Door Media Products
PowerHangers™ PowerShopperTM PowerPersonalization™ PowerSamplingTM
Specialty Co-Op Polybag Online Lead Generation Sample and Coupon
Front-Door Media Program Delivery
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14. The “Science” of Front-Door
Marketing
“Tightly integrated blend of marketing expertise, proven direct-
response methodologies, leading-edge monitoring and
campaign metrics.”
This combination is unique to PowerDirect
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15. Marketing
We create dynamic front-door campaigns.
— Front-door marketing strategy —
— Creative consulting (copy, design, offer) —
Integration with client brand positioning and other media
— Promotional ideas —
— Partnerships —
— Dynamic testing recommendations —
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16. Methodologies
Profiling I Targeting I Mapping
Sophisticated geo-demographic and behavioral segmentation
— Identifies ideal customer demographic and profile —
Only quality data and segmentation sources
Nielsen Claritas I Experian I MRI
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17. Methodologies
Profiling I Targeting I Mapping
— Block-group analysis and targeting to identify best customers —
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18. Methodologies
Profiling I Targeting I Mapping
— Visualizing market coverage —
— Precise area mapping —
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19. Monitoring
During Campaign I Post Campaign
— Geo-targeting and mapping with Google Earth —
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20. Monitoring
During Campaign I Post Campaign
— PowerTrakker (client extranet) —
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21. Monitoring
During Campaign I Post Campaign
Independent phone surveys indicate that consumers report:
— High recall of receipt of a direct-to-door ad —
— Strong recall and comprehension of marketer’s message and offer —
— High intent to purchase/act on the offer—
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22. Metrics
Because our media is trackable, we can help you measure:
— Cost per coupon redeemed —
— Coupon redemption rate —
— Samples distributed —
— Incremental traffic —
— Purchase frequency —
— Average purchase size —
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23. Case Study: De Waffelbakkers Frozen Pancakes
Client: Janssen & Meyer (De Waffelbakkers frozen pancakes)
Goal of Program:
• Support frozen pancake product launch with a highly targeted, front-door distributed
coupon/door hanger designed to engage consumers with a quality brand experience
and drive trial at retail
Program Highlights:
• PowerDirect targeted upscale, health-conscious consumers,
in specific trading areas in close proximity to stores carrying
the brand
• Free trial, perforated coupon included in a unique die-cut door
hanger design
• Program exceeded client’s coupon redemption objective
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24. Shopper Marketing
Starts At Home
Thank You! Questions?
Marketing Profiling Targeting Mapping Monitoring Metrics