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Money Mailer & Welcome Wagon®Over 100 Years of Combined Direct Marketing Experience
Targeting the New and Affluent Homeowner
Welcome Wagon® Snapshot Trusted and recognized by consumers Mailed to new homeowners with unique attributes
– Hyper Spend: Spends more within 6 months of move than established residents will spend in two years
– New Loyalties: New relationships are established with local businesses Connects millions of new homeowners with local businesses Mailed offers and community information to new homeowners Selected new homeowners from County Deed filings
– Average 65 movers per month in each book– Atlanta 71 books Charlotte 22 books
Creditworthy consumers History of success since 1928 Advertiser exclusivity in business categories Advertising offer delivered to the highest Lifetime Value Consumer
2Source: Epsilon, Master Files, Mover Benchmark
Mail Is A Key Source Helping New Homeowners Find Businesses in Their New Communities
3Source: Epsilon
Mail at 55% is the number one source New Homeowners utilize to find new businesses, followed by 39% Ads in Local Newspapers, and 23% Email
Additionally, new homeowners discover local businesses from people in their new community, friends & family, realtor, internet, and magazines
All new moversWithin the same
town or cityTo a different town/ city in the same state
To a different state
Mail 55% 56% 53% 55%
Consumers who moved…
Homeowners “The Best of the Movers” More than 4 million Americans buy homes each year
– Searching for new local businesses to replace severed relationships– Spends more within 6 months of move than established residents will spend in two years
New Homeowners– Hyper spend: on specific purchase needs– New loyalties created: retail and local businesses– Open to direct mail– Above-average income– Ideal prospect– Highly responsive
Lifetime Value is highest with the New Homeowner – Creditworthy: Very recent and exhaustive credit screening– Customer for the next 5-7 years (average length of homeownership) – Out spends the average consumer– Shows loyalty to businesses who first reach out to them– New homeowner’s develop lasting relationships with first business visited over 85% of the time
4Source: Epsilon, Master Files, Mover Benchmark
The Products: Gift BookWelcome Wagon® Gift Book – What we are known for!Mailed dailyNew homeowners selected from County Deed filingsAll materials are personalized to the new homeowner vs. occupantKeeping your message/offer in the home so that it is seen repeatedly2-page Exclusive Display Ad and Listing on the IndexAdvertiser’s invitation to the new homeownerAddress book and personal resourcesCobranding with the trusted name of Welcome Wagon®Exclusivity options in the business categories
5
Envelope
Gift Book
Gift Book Open
The Products: Especially for You
Especially For You – A set of gift certificatesSent 90 days after the Gift Book is mailed*An additional reminder for the Advertiser’s business once the families have settled in
6* New advertisers will appear first month in existing EFY Books
EFY Book – Tabbed on 3 Sides
EFY Book Open
The Products: Website & AppWelcomeWagon.comAdvertiser’s color logo and printable special offers are featured online to encourage repeat visitsLink to the Advertiser’s websiteMap to the Advertiser’s location is especially important for new movers to the community!Mobile AppBusiness listing and offerDirect Link To client websiteOne-Touch call featureMap and directionsNew Homeowner On-The-Go AccessLimited to single offer redemption
7
Exclusivity by Category Exclusivity is a premier
advertiser benefit Exclusivity locks out your
competition Categories are compliant with
Standard Industrial Classification (SIC) Codes
Two Nonexclusive categories– Restaurants– Entertainment
8
DENTIST - COSMETIC 7153DENTIST - ENDODONTICS 7154
DENTIST - FAMILY 7155DENTIST - ORAL SURGERY 7151
DENTIST - ORTHODONTICS 7157DENTIST - PEDIATRIC 7158
DENTIST - PROSTHODONTIST 7160
ANIMAL HOSPITAL 7588ANIMAL HUMANE SOCIETY 7949
DOG DAY CARE 8369DOG TRAINING 7555PET BOARDING 7557
PET FOOD & SUPPLIES 7560PET GROOMING 7561
PET SHOP 7558PET SITTING SERVICE 7559
VETERINARIAN EMERGENCY SERVICE 8100VETERINARIAN 7356
HEALTH & MEDICINE
PETS
Source: 2013 DMA, Mover Benchmark
Invest 1/3 the Lifetime Value of a New Homeowner to Acquire$150/book per month-Annual Commitment
Best offer available to convert this consumerLow volume only 3-4% of market will receive offerPremium consumerAverage length of homeownership 5-7 yrs.
9
New Homeowner Spend Dry Cleaner1st Year $1,1002-6 Year $4,500
New Homeowners Reached 780
Assume New Customers 6
Retail Sales $33,600
Profit Margin or LTV $16,800
Program Investment $1,800
Actual LTV Spend to Acquire 11%
Number of Customers to Break Even 0.6
Market to new homeowners for their Lifetime Value
SummaryA consumer move is a trigger event
– Hyper spending– New loyalties
New homeowners represent “The Best of the Movers”Acquire New Homeowners for their Lifetime Value
– Premium consumer– Live in new home for six years
New homeowners are “Key Targets” for local advertisersSpending and loyalties continue to develop over timeGetting to a new homeowner first is an advantageDirect mail will influence spending and retail loyalty
Next StepsDetermine Book(s) for marketing areaIdentify Category for ExclusivityPlace order with billing option
– Auto Charge Credit/Debit/ACH– Check
Provide artwork and LogoDevelop best offer available
10
Top 30 Categories & Offers
12
Category Offers Descriptive Copy
Hair SalonFREE Hair Cut & Style Dry 50% OFF Any Service Full Service Salon – Hairstyling & Coloring
Health Club/Fitness CenterFREE Month!/Complimentary Two-Week Pass
Total Body Fitness – Aerobics –FREE Weights; Personal Trainer Available
Home Improvements
$250 OFF Any Purchase or Service (of $1,000 or More)/FREE Gift with Purchase Everything For Your Home Improvement Needs
Furniture $100 OFF Purchase of $500 or More Quality Furniture – Top Brand Names
Interior Decorating/DesignFREE In-Home Consultation ($150 Value) Let Us Help Design The Home Of Your Dreams
RestaurantsFREE Lunch or Dinner $20 Gift Certificate The Best Restaurant in Town
Physicians FREE First VisitMedical Care For The Whole Family Board Certified Physicians
Dentist
$100 OFF Any Service FREE Exam and X-Rays FREE Whitening/FREE Exam and Cleaning
Complete Dental Care For The Entire Family/We Will Give You The Beautiful Smile You Always Wanted
Dry Cleaner$10 OFF First, Second And Third Dry Cleaning
Quality Dry Cleaning At Reasonable Prices – Same Day Service Available
Child Care FREE Registration One Month FREESafe, Secure, Quality Child Care – We Will Treat Your Child Like Our Own
Top 30 Categories & Offers (continued)
13
Category Offers Descriptive CopyPizza One FREE Large Pizza Stop In For The Best Pizza In Town!
Chiropractor
FREE Exam and X-Rays First Service FREE/FREE 30 Minute Massage & Chiropractic Consultation
Caring Professional Staff – Let Us Relieve All Of Your Pain
Church Welcome to the Neighborhood!Friendly, Warm Atmosphere – Daily Services – Sunday School
Synagogue Welcome to the Neighborhood! Friendly Atmosphere -Services - Classes
Financial ServicesFREE Initial Consultation with Planning Guide
Financial Planning For Retirement, Education, Estates – We’re The Financial Experts
Floor Coverings $50 Gift Certificate Free Welcome Mat Complete Line Of Quality Floor Coverings
Accountant$50 OFF First Tax Return/FREE Calculator
Let Us Handle All Of Your Accounting Needs – Personalized Service
Air Conditioning & Heating
$50 OFF Service Call/FREE 1-Year Service Agreement With New A/C or Heating System
Complete Line Of High Effi ciency Air Conditioning And Heating Systems – Financing Available
Animal Hospital
FREE First Visit/Free 6-Month Supply of Flea/Tick Protection/One Free Night of Boarding We Care For Your Pets Like They Are Ours
Auto - Repair & Service$100 Gift Certificate Toward Auto Repair/25% OFF Auto Repair
All Repairs – Large And Small – Quality Work Guaranteed
Top 30 Categories & Offers (continued)
14
Category Offers Descriptive Copy
Bank
$50 DEPOSIT Into New Checking or Savings Account/FREE Gift When You Open a New Account/FREE Checks For All Of Your Banking Needs
FloristFREE Welcome Bouquet of Flowers FREE Delivery on First Order
Beautiful Flower Arrangements For Every Occasion – Same Day Delivery
Plumbing Contractor $25 OFF First Service CallLicensed & Insured – Prompt & Reliable – Emergency Service
Electrical Contractor $25 OFF First Service CallLicensed & Insured – Prompt & Reliable – Emergency Service
InsuranceWelcome to the Neighborhood! FREE Gift Upon Signing
Low Rates – Full Coverage For Life, Health And Auto – Business And Residential
Newspaper First Month FREE With Subscription Stay Ahead – Read Every Day
Optometrist
25% OFF Any Pair Of Eyeglasses OR Contact Lenses/FREE Scratch Resistant Lens Upgrade
Full Line Of The Latest Designer Eyewear And Contact Lenses
Pharmacy25% OFF First Purchase $10 OFF Any Prescription
Full Service Pharmacy – We Have Everything To Meet Your Health Needs
Liquor Store $10 OFF Any Purchase of $25 or More Been in Business since _____Cosmetics FREE Facial/Makeover FREE Gift Enhance Your Natural Beauty With Our Products
Specifications
19
Invitation Front and Back utilized for Especially For You 90-day follow-up Mailing
20Source: Mover Benchmark, DMA
Acquire a New Homeowner at 1/3 the Lifetime
Program investment is less than 1/3 lifetime value to acquireGet the best offer available!
Pizza, give a free premium pizzaBakery, give away a $50 gift certificate
Pizza New Homeowner Spend Bakery/Coffee$700 1st Year $600
$3,000 2-6 Year $2,500
780 New Homeowners Reached 780
10 Assume New Customers 10
$37,000 Retail Sales $31,000
$18,500 Profit Margin or LTV $15,500
$1,800 Program Investment $1,800
10% Actual LTV Spend to Acquire 12%
1.0 Number of Customers to Breakeven 1.2