 be no more than 10% or so of the length of the main report  be written in business/professional style  consist of short and concise paragraphs with a title sentence and 2-3 support phrases  Begin with a summary of the purpose of the project  Be ordered with discussion similar to primary document  only include material present in the main report – no winging it!  Summarize findings/recommendations  provide a justification for findings  Include a conclusion  Be inserted immediately following the table of contents

 Internal › Covers the four P’s – product, place, distribution and pricing  External › Marketplace and marketing environment › Economy › Legal › Competition  ** Discusses the importance of the information and includes some discussion of analysis

 Who are you wanting to communicate with and what do you want the response to be?  Potential Variables › Demos › Geographics › Behavioristics  Psychographics  Intended Usage  Usage Rates  Occasion?  Opportunities and Issues Analysis › SWOT

 Markets are not unitary › Various customer needs exhibited › Differentiation enables firms to match their products to meet the needs of customers in each segment › Can increase revenues by modifying goods to better meet expectations and needs

Marketing consumer research Consumer Product Design Core Product Branded Product Augmented Product Differentiating features QualitySupport PriceReliability Create Expectations Trust Affection Loyalty Reputation Consumer Experience

 Behavioral – based on behavior in the market, observe behavior in the market Web site owners and members of advertising networks can dynamically assign users to groups, and merge their behavioral information with other data. Using preferences and mentions on social networks to assign ads to individuals and network groups of friends  Demographic – using age, religion, and other demos to segment. › On the Internet, using registration data or other self- revelations. Sites visited are also a proxy for age. (i.e., music sites tend to be visited by younger consumers.

 Psychographic – using common interests, values, opinions along with personality, attitude and lifestyle preferences to segment customers into groups. › On the Internet websites can substitute for direct measurement e.g., the fashion web sites visited by consumers reflect a self- chosen lifestyle and values.

 Technical – using information gathered by a shopping technology as a basis for segmentation. Nearly everyone who shops at the malls owns a car. › On the Internet, each consumer visit generates a recorded of the user’s domain, IP address, browser, computer platform, and connection type as well as the URL the user linked to the site from, and the date and time. People who connect via broadband media, for instance, are much more likely to download music and video from the Internet.

 Contextual – using the context of the event, or the content of an event, as a basis for segmentation. People who attend rock concerts tend to purchase music, CDs as well. On the Internet, people who read online Wall Street Journal are very good targets for financial service advertising.  Search – using consumers’ explicitly expressed interest at this moment to segment and target. Perhaps the simplest of all segmenting, search direct response follows the ageless maxim “sell them what they want.”

 Differentiation › Differentiated Marketing, Niche Marketing (focused) › Mass Market Marketing  Positioning – perceptual mapping  Uniqueness

 Quantitative › Build lead database › Acquire new customer › Cross-sell › New product introduction › Prospect cost per lead › Acquisition cost › Retention › Win back cost › ROI – return on investment (total or related to e-commerce and direct marketing)  Qualitative › Increase Customer Satisfaction, enhance brand satisfaction

 Goal › To win the war  Objective › To win the war in twelve months  Strategy – an idea of how the goal could be achieved › Divide and Conquer  Tactics – action to execute the strategy › CIA spies gather intelligence › Navy Seals knock out enemy communications › Paratroopers secure the airport

 Test your media selections › Do you reach the customers you anticipated?  Does your offer generate responses?  Do you visuals tell the story, capture attention?  Copy – is it easily comprehended and include relevant information?

 How much does your media cost? › Placement, reach, CPM, quantity discounts?  BEP ?

 Objectives › Primary (sales, response) › Secondary (brand awareness, familiarity)  Marketing Message – “The Promise”  Product/Service Description – benefits, benefits, benefits  Customer Problem Creative Must Solve  Media Plan › Media Mix – when, where and how will you deliver the message › Budget – frequency and placement costs

 Creative Strategy – Know your audience interactive approach with media selections  Offers and Call to Action – hard offers, soft offers  Direct Marketing Essentials – urgency, ways to respond, messages/affiliation to reduce risk in mind of consumer  Copy/Layout  Legal – know FTC, FDA and FCC advertising guidelines, disclaimers and self-regulation

 The right offer to the right person at the right time › Aperture, problem solution  Relevancy and personalization are ways to win better response in direct marketing  Test, test, test  Track, track, track