Transcript DATABASE MARKETING STRATEGIES II

On-line Computer Retailer
DATABASE MARKETING STRATEGIES II
Presented to
Santo Ligotti
Prepared by
Shumpei Ogata
Lynn Raposo
Turgut Tezir
Da Shang
August 8, 2006
Today’s Outline
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Project Overview
Creative Mock-up
Target Audience
Campaign Details
Financial Analysis
Recommendations
Project Overview
• Objectives
 To acquire 500 new customers
 To generate sales revenue of $500,000
• Media Channels
 Direct Mail
 Email
Primary Target
Business professionals from
25 to 40 years old who:
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Use computers at work and home
Are techy
Always search for good deals
Buy products on line such as Amazon.com
Earn around $25,000 – 45,000.
Live in the city and have busy lives
Secondary Target
College or university students from 18 to 30
years old who:
• Use desk top computers at home or a
library
• Have part time jobs and/or receive
money from their parents
• Need laptops to study and enjoy on-line
entertainment everywhere
• Are interested in the latest technologies
Key Messages
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Lower price
Return policy
Easy online ordering system
Secure web site
Customer privacy
Excellent Customer service
Special Offers
The Offers
• Free shipment
– For those who order laptops that cost
$1,000 or more
• 10% discount for laptop accessories
– for those who order any laptop
Positioning Statement
Save Money, “Tiger Direct web site offers high
quality product with cheaper price”
Call – To - Action
• Purchase a laptop on TigerDirect.ca
– Input the offer number in a registration form
– Qualified for free shipment and/or a discount
Campaign Process
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Acquire 45,000 of customer list
– Transcontinental Consumer Behaviour
Database
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Test the effectiveness of the campaign
Send 20,000 direct mails and 25,000
emails
Analyze, evaluate and control
Schedule and Timing
Test
Aug 14
Test
Direct mail and e-mail to test
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Respond date
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Evaluation of Strategies
Aug 14
Sep 29
Promotion
Sep 30
Oct 06
Oct 09
Nov 17
Nov 30
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Promotion
Direct mail and e-mail to all
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Respond Date
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Evaluation Strategy and RFM
Oct 09
Nov 17
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Testing
• 2,000 for target direct mail group
• 2,000 for target email group
• 2,000 for the control group
Method: Systematic Random Sampling
Financial Analysis
Recommendation
• Create new pages for this campaign
• Create a new registration form
• Obtain customer list from third party
company
• Create new French pages
• Reorganize directory structure of the
web page
Thank You