121 West 20 th Street Suite 3D New York, NY 10011 212-645-5737

121 West 20th StreetSuite 3DNew York, NY 10011www.thorassociates.com212-645-5737

Direct to Consumer (DTC) marketingKey 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

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Brand Equity

1. Great consumer value2. Unique Selling Position (USP)3. Best in Market4. Ability to sell in multiple channels

Product Attributes

Customer Acquisition

DIGITAL TRADITIONAL

• Web Media

• Social Networks

• Affiliate Marketing

• Search/PPC

• Email

• Referral Program

• DRTV

• Home Shopping

• Call Center

• Radio

• Print

• Retail

Customer Experience

Brand Equity

3

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• Home Shopping • Direct response drivers for Retail • Integration of digital strategy to build a multi channel platform


Critical Brand Elements

Strategy Understanding a Brand’s competitive marketplace Consumer touch points and messaging/offers/promotion

Risk sensitivity

Scalability

Execution DRTV, Radio, Digital, PR, Home Shopping, Print Calls to action – phone, web, retail Pricing Product configuration Remarketing

Growing the Brand

Analytics Consumer Research Consumer touch points & messaging

Operational/Logistical Support

Call center scripting & efficiencies Telemarketing Fulfillment Marketing Database

THOR

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DTC Product Selection Elements

Target Market AppealUnique/Innovative Technology Demonstrates clear benefitAcceptable price point Proof of ConceptSpecial Introductory OfferMultiple UpSells Guarantee/WarranteeContinuity Programs: AOV/LTV recurring revenue-profit driver Product Margins/COGSMultiple distribution channels available (Radio, DRTV, Digital, Print, Home Shopping, Retail)


Building Your DTC Foundation

Media PathwaysCreativeRetention/ “Hot” Leads

TVLong formShort formDM/Inserts PrintRadio

Primary pathTelemarketing (sales)Website/Landing Page

Utilization•800#’s•Call routing/Handling •Scripting•Tracking

MessagingBrandOffer: Hard OfferSoft OfferLengths: 28:30, 5:00, :120,:60,:30,:10

Retention-Loyalty•Enhance the process for e-mail (communication message, timing and frequency)•Utilize additional providers, customer service/fulfillment

Digital•Search-SEM & SEO•Affiliate (pay for performance)•Display •Web 2.0-Social Media, Video Sharing •Email List Rental

DigitalBuild media library •Display ads (animated/static)•E-mail ads•Contextual ads (copy heavy)

“Hot” LeadsMonetize list of prospects via outbound contact strategy: e-mail and teleservices

Front End Experience Pathways, Retention & Prospect Engagement

Secondary path•Customer Service•eCommerce enabled Web Environments:•High Performing Channel (HPC) •-eCommerce cart•Blog


THOR Approach, Strategic InitiativesObjectives Strategy Tactics

Determine viability of DTC as an additional distribution channel (besides Retail and Home Shopping) that generates revenue profitably

Generate educated awareness via a “branded-response” approach to the creative as “a proven solution that transforms your life” amongst our target demo

Media should drive performance and cost efficiencies while negotiating flexible optimization/cancellation terms

Gather learnings for sustained and reliable deployment (post test pilot)

Develop a DTC “test pilot” program using a “tried & true” multi-channel approach that breaks thru the clutter

Integrate traditional branding elements (tone/color) with “best of” DR. Push “free trial” of product

Stack the deck by heavily weighting the media buys using only historically proven performing media channels in our targeted genre/demographic profile

Deliver statistical significance in each test cell prior to optimization (creative/offer/media/path)•Track/Measure all key actions from impression to conversion (sale)

Build a Test-Learn-Optimize environment: •Creative, multiple creatives/offers in a variety of ad formats•Media, multiple channels-diverse media portfolio (DM/Print, Radio, TV, Digital)

Pathways, multiple web landing pages and tele-sales scriptsCreative is focused on: call outs to the target audience (the technology/real stories/real people), proof points and offers.

Test media suppliers that generate both efficiency and scale within these channels•Target DRTV long form, short form, DM/Print, Radio and Digital

Maintain proper media mix throughout test so all data is useful for rollout planning•Deploy Tracking/measurement tools•Read results daily/weekly


Management & Analytics

Response Planning

Database Segmentation

Media

Performance Analysis

Tracking & Reporting

Insight and Analytics for ROI


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.


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• Past ERA Board Member

• Direct to Consumer Specialists


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: [email protected]

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: [email protected]


Documents

121 West 20 th Street Suite 3D New York, NY 10011 212-645-5737