Transcript A More Effective and Cost Efficient Method for Online Product Sampling The 1-2-1 Media CPA Model … a more effective way to.

A More Effective and Cost Efficient Method
for Online Product Sampling
The 1-2-1 Media CPA Model … a more effective way to Sample Online!
As will be outlined later in this deck, Online Product Sampling is an
extremely effective means of getting your brand’s sample into the
hands of consumers who have asked to try your product. Traditional
Online Product Sampling Campaigns have incorporated a blend of
offering samples on Brand and Facebook pages often supported by
CPC (Cost Per Click) and CPM (Cost Per Thousand Impressions)
Media.
Many of these efforts fall short of distributing the total number of
samples allocated into the hands of targeted consumers who are
potential users of your product. Not only do we offer better Media
Support for your Brand Page and Facebook sampling efforts, we
also offer a higher ROI for your program. And…we guarantee
distribution of all your samples!!!
The 1-2-1 Media CPA Model … a more effective way to Sample Online!
A recent survey revealed the following breakdown of
Performance Based Media buys:
• 48% - CPM (Cost Per Thousand Impressions)
• 36% - CPC (Cost Per Click)
• 10% - Time Based
• 6% - CPA (Cost Per Acquisition)
While according to this survey CPA is the least purchased of
these media buys, we at 1-2-1 Media feel it is by far the most
cost effective means and provides brands their best ROI since
you only pay for valid orders shipped or leads generated!
Savings using the 1-2-1 Media CPA model vs. CPC / CPM Media
We at 1-2-1 Media know that the budget for your sampling
program is a high priority for you. We feel that our CPA Media
Model will provide you with a far superior ROI for your program.
The following three slides contain examples of actual programs
that incorporated various forms of CPC and CPM media into the
brand’s online sampling campaign.
For comparison sake we used CPA costs of $.30 - $.50 per unit.
These are typical costs but they can vary depending on the
actual sample offer and the inventory within the network.
Savings using the 1-2-1 Media CPA model vs. CPC / CPM Media
•The Red row compares the cost per unit for each sample moved.
• The Purple row compares the total budget of the CPC/CPM model used vs.
the total budget if the 121 Media CPA model was used.
• The Green row reflects the total budget savings using the CPA model based
on moving all allocated samples.
• The Blue row reflects the CPA cost savings based on the actual number of
samples moved compared to budgets if the 1-2-1 Media CPA model was used.
1-2-1 Media CPA Model
CPC/CPM Media Model Used
Comparison
Laundry Detergent
Type of Sample
750,000
Number of Samples Allocated for the Program
750,000
750,000
315,000
Number of Samples Moved
750,000
750,000
CPC/CPM media spend - Google, Facebook, Yahoo, AOL, iVillage, Women's
$500,000.00
Blogs
$225,000.00
$375,000.00
$1.59
Media Cost Per Sample Moved
$0.30
$0.50
$500,000.00
Media Budget Comparisons For Movement of All Allocated Samples
$225,000.00
$375,000.00
Media Budget Savings for All Allocated Samples using 121 Media CPA
Model
$275,000.00
$125,000.00
$500,000.00
121 Media CPA Model to Move Same 315,000 Samples
121 Media CPA Model Savings to Move Same 315,000 Samples vs.
CPC/CPM
$94,500.00
$157,500.00
$405,500.00
$342,500.00
Savings using the 1-2-1 Media CPA model vs. CPC / CPM Media
CPC/CPM Media Model Used
Fem Care Product
250,000
72,000
$100,000.00
$1.39
$100,000.00
$100,000.00
1-2-1 Media CPA Model Comparison
Type of Sample
Number of Samples Allocated for the Program
Number of Samples Moved
CPC/CPM media spend – Google
Media Cost Per Sample Moved
Media Budget Comparisons For Movement of All Allocated Samples
Media Budget Savings for All Allocated Samples using 121 Media CPA Model
250,000
250,000
$75,000.00
$0.30
$75,000.00
$25,000.00
250,000
250,000
$125,000.00
$0.50
$125,000.00
-$25,000.00
121 Media CPA Model to Move 72,000 Samples
121 Media CPA Model Savings to Move Same 72,000 Samples vs. CPC/CPM
$21,600.00
$78,400.00
$36,000.00
$64,000.00
CPC/CPM Media Model Used
Hair Color
Type of Sample
200,000
Number of Samples Allocated for the Program
58,000
Number of Samples Moved
$200,000.00
CPC/CPM media spend - Google, Yahoo, AOL, iVillage, Women's Blogs
$3.45
Media Cost Per Sample Moved
$200,000.00
Media Budget Comparisons For Movement of All Allocated Samples
Media Budget Savings for All Allocated Samples using 121 Media CPA
Model
121 Media CPA Model to Move Same 58,000 Samples
$200,000.00 121 Media CPA Model Savings to Move Same 58,000 Samples vs. CPC/CPM
1-2-1 Media CPA Model
Comparison
200,000
200,000
$60,000.00
$0.30
$60,000.00
200,000
200,000
$100,000.00
$0.50
$100,000.00
$140,000.00
$100,000.00
$17,400.00
$182,600.00
$29,000.00
$171,000.00
Savings using the 1-2-1 Media CPA model vs. CPC / CPM Media
CPC/CPM Media Model Used
Shampoo/Conditioner
Type of Sample
500,000
Number of Samples Allocated for the Program
170,000
Number of Samples Moved
$300,000.00
CPC/CPM media spend - Google, Yahoo, AOL, iVillage
$1.76
Media Cost Per Sample Moved
$300,000.00
Media Budget Comparisons For Movement of All Allocated Samples
Media Budget Savings for All Allocated Samples using 121 Media CPA
Model
$300,000.00
121 Media CPA Model to Move 170,000 Samples
121 Media CPA Model Savings to Move Same 170,000 Samples vs.
CPC/CPM
CPC/CPM Media Model Used
Cat Food
Type of Sample
300,000
Number of Samples Allocated for the Program
170,000
Number of Samples Moved
$150,000.00
CPC/CPM media spend - Google, Yahoo, AOL, iVillage
$0.88
Media Cost Per Sample Moved
$150,000.00
Media Budget Comparisons For Movement of All Allocated Samples
Media Budget Savings for All Allocated Samples using 121 Media CPA
Model
$150,000.00
121 Media CPA Model to Move Same 170,000 Samples
121 Media CPA Model Savings to Move Same 170,000 Samples vs.
CPC/CPM
121 Media CPA Comparison
500,000
500,000
$150,000.00
$0.30
$150,000.00
500,000
500,000
$250,000.00
$0.50
$250,000.00
$150,000.00
$50,000.00
$51,000.00
$85,000.00
$249,000.00 $215,000.00
1-2-1 Media CPA Model
Comparison
300,000
300,000
$90,000.00
$0.30
$90,000.00
300,000
300,000
$150,000.00
$0.50
$150,000.00
$60,000.00
$0.00
$51,000.00
$85,000.00
$99,000.00
$65,000.00
1-2-1 Media – An Overview
1-2-1 Media can build and manage your online
acquisition and sampling campaigns. The 1-2-1
Media network is a dynamic tool to successfully
drive orders for these campaigns. Our unique
network allows brands to drive orders at a fraction
of traditional media rates. Unlike other publishers
and networks, we base our rates solely on valid
leads generated, and we guarantee full distribution
of samples. Using our CPA (Cost Per Acquisition)
model, you only pay for the leads you acquire or
the samples we fulfill.
Why use the 1-2-1 Media network?
• Reach consumers on the most popular sites
• Ability to reach hard to find demographic targets
• Pay only per sample selection (no setups or CPMs)
• Over 20,000 partner sites with 100,000,000 unique
views per month!
1-2-1 Marketing Services Group and media giant
Time Inc. have shared a valued partnership for
many years. A Time Inc. property, the American
Family website offers an exciting mix of coupons,
recipes, games, quizzes and more every day! The
AFP site has grown rapidly to a current membership
base of 2,000,000 with a goal of 5,000,000 that
should be achieved in less than one year!! The site
offers the following
• 1,200,000 unique visits per month with millions
more page views.
• A large membership base providing a very strong
demographic for many product sampling offers.
• 80% of that membership base are female ranging
in age from 18 to 65 years old.
• A points program where members can earn points
and redeem them in their online store for valuable
items. As a result members are continually drawn
back to the site.
The American Family site is looking to team with valuable
partners on Exclusive Offers. In exchange for an agreed
upon time frame to run your Sampling Offer exclusively,
we are willing to provide a choice of the following options:
• A free email including your brand’s Sample Offer as part
of the effort to register new registered members.
• Incentive based email offers can including a free $10.00
Gift Card for the first 250-500 consumers to be used
towards the purchase of your product.
• A free Deal of the Day email to the registered members
advising them they can take advantage of your Free
Sample Offer on the site.
• Other creative offers – let’s discuss it!
Have an idea of other ways to market you Product
Sample to this desirable group of consumers? Then let’s
talk, we’re open to hearing your thoughts. Please contact:
Mike Canace 1-2-1 Marketing Services Group, Inc.
847-485-8372 [email protected]
1-2-1 Sampling
The 1-2-1 Sampling team can create dynamic
sampling campaigns for you for both high tech
and traditional channels. From conception through
implementation and reporting, we can have your
program up and running quickly.
Because of 1-2-1 Marketing Services Group’s wide
array of services and equipment, we can handle
Product Sampling efforts from start to finish across
many fronts including:
• Sample Preparation
• Direct Mail
• Kit Fulfillment
• Online Sampling
In short, 1-2-1 Sampling is truly a Single Source
Solution for all your Product Sampling needs. No
matter the scope or complexity of your project, we
can create an efficient and economical workflow
to maximize its results.
Benefits of Online Sampling
• High Conversion: Conversion averages 32% across all online sampling programs.
Coupons included in samples sent to consumers average anywhere from 15-65%.
• Effectively Engages Consumers: The intense time spent engaged with the brand
online in the comfort of their own home gives brands ample opportunity to get their
message across.
• National in Scope: Opt-In sampling can reach consumers in every city and every
community.
• In-Home Experience: For many products, trying a product in the home where it will
be used provides a better experience than in-store or on site venues. This is
especially true of HBA and HBC products as well as food.
• Low Cost Per Converted Consumer: Compared to other venues, opt-in sampling
has a competitive cost per consumer return on investment.
Benefits of Online Sampling
• Builds a CRM Database: Opt-in sampling allows brands to build a CRM database
and continue to market 1-2-1 with those consumers long after the event.
• Target Specific Households: Thru the use of a pre-sample survey, opt-in sampling
can target down to the psychographic level (i.e. competitive users, consumers who like
scented , working moms etc.) and limit samples on only to those households.
• Create Viral Opportunities: Online sampling creates a “buzz’ beyond the event.
The publicity and WOM surrounding these online sampling events can have a
significant value beyond the actual event itself.
• Self Selection: By clicking on a sample offer and electing to try the sample, the
consumer has demonstrated an interest in the product being offered which equates to
a higher level of interest in that product. This results in a higher level of conversion.
Benefits of Online Sampling
• No Waste: Because the consumer is in control and must actively request the
sample, there is no waste in the system. Samples are limited to one per
household and these households must want to try the sample.
• Gather Consumer Feedback: Upon sample selection, consumers can be
offered the opportunity to opt-in to be emailed a post sample survey to provide
feedback. Research and data can be collected from consumers to determine the
success of the program as well as how consumers feel about the product.
Nearly 50% of consumers agree to be contacted with surveys.
• High Satisfaction Rates: Reports from a major retailer website offering online
product sampling have shown consumer satisfaction rates of 80% with their
product samples.
• High Purchase Intent Rates: The average purchase intent on this major
retailer site has been 78% meaning that online sampling results in a very
successful opportunity for brands to get consumers to purchase their products.
Our Story
1-2-1 Marketing Services Group, Inc. was founded in 2000
as a fulfillment house specializing in highly complex
personalized fulfillment kits with or without plastic cards.
Within six years we grew to become the fourth largest nonsecured plastic card personalization resource in the United
States. Along the way we've added a wide range of
fulfillment, packaging and mailing capabilities and acquired a
targeted marketing agency and its promotional know-how to
support the Loyalty Club and Membership programs that are
part of our core business. We grew 25% in 2011, are
projecting 40% growth in 2012, and this will mean we have
doubled our business in the past four years in challenging
economic times. We do so by attracting Blue Chip Clients,
treating our smaller clients in the same manner, and keeping
those clients through outstanding customer service and
innovative approaches.
Though we have experienced a tremendous amount of
growth since our founding, we aren’t about to sit on our
laurels. Our commitment to premium service has demanded
change and growth. It’s a dynamic tradition we look forward
to continuing.
Services Overview
Our service mix is structured to allow clients to create
individualized solutions for their marketing needs. We can do
it all, from promotion conception through fulfillment, but we’re
flexible enough to handle any segment of a particular project’s
developmental arc. Whether you’re looking for a total turnkey
program or just one piece of the puzzle, you can rely on us for
a solution calculated to maximize your return.
Our services include:
• Sampling – Sample Production/ Online/Direct Mail /Fulfillment
• Media – Online Offers on a Cost Per Acquisition Basis
• Fulfillment, Mailing & Logistics
• Creative Design / Production
• Internet / E-Commerce
• Plastic Card Production / Personalization
• Database Management
• Product Personalization
• Branded Ad Specialties
• Print Production Management
Strengths
Years of adapting our services to our various
clients’ needs has made us particularly strong in
the marketing disciplines listed below. Evaluating
and fine-tuning our processes has engendered
a level of performance – and economy – that
continually surpasses our clients’ expectations.
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Product Sampling
Media Placement
Fulfillment
Loyalty & Membership Programs
E-Commerce
Personalization
Philosophy
Clients’ needs drive everything we do. The way
we see it, everyone in the production process –
beginning to end, top to bottom – is responsible for
each client’s success. Work is actually pulled through
the shop as each department strives to fulfill its duty.
Our corporate culture of ownership and “can do”
attitude is reinforced by our Midwestern work ethic.
Loyalty
For us, business is about more than just getting
things done on time and within budget – it's about
building trust. Ask our many long term clients.
Service & Flexibility
We are flexible by design. Large and diverse
enough to imagine, produce and deliver successful,
multi-faceted projects on a national scale, we are
also small enough to care and take ownership of
each program we handle.
Fulfillment, Mailing & Logistics
Whether it’s mailing a million pieces or streamlining a
fulfillment process, we have the resources and
experience to make sure the work runs smoothly.
Our fulfillment services include:
Lettershop
• Sheet & Roll Laser
• Card Personalization
• Finishing – Fold & Affix
• High speed inserting
Fulfillment
• Highly personalized pick and pack fulfillment lines
• Hand-assembly workstations for daily ongoing fulfillment
• Custom assembly and pack outs
Distribution
• On-site USPS detached mail unit
• Shipping with major carriers and consolidators
• Warehousing with secure inventory control
• Commingling – Mail and Parcels
• Mail Tracking
• International mailing and shipping
Internet / E-Commerce
Our web team creates effective, eye-catching websites
and other multimedia for our clients. We specialize in
adapting e-commerce capability to our clients’ needs.
Whether this means fitting e-commerce functionality
into an existing website structure or creating a standalone storefront, we can make it happen in short order.
We also supply our customers with “the back end” of
their e-stores – administering, creating, producing and
fulfilling orders in-house!
Our internet / e-commerce services include:
• Website design, implementation and maintenance
• Sampling – Develop/Host/Fulfillment for E-Sampling Microsites
• Media – Online Offers on a Cost Per Acquisition Basis
• E-commerce website creation and maintenance
• Website host management
• Promotional e-mail design and delivery
• Website analysis and reporting
• Sponsored searches
Plastic Card Production /
Personalization
From design through personalization, our
experience as the nation's fourth largest producer
of non-secured plastic cards can add the power
of personalized cards to your marketing efforts
economically and quickly.
Our plastic card services include:
• Design, production, personalization & fulfillment of:
- Traditional plastic cards
- Gift cards
- Loyalty and club cards
• Thermal imaging to include duplex, bar codes
and encoding
• Card embossing and encoding
• Card and magnet affixing
Database Management
Our team of data management specialists are skilled
at working with mailing lists, complex databases,
custom programming, and specialized reporting.
Our database services include:
• Data processing
- Data analysis
- Sales match back analysis
- Reporting
• List procurement
• List processing
- List massaging - merge / purge / dupe / elim
- CASS
- Postal presorts
- Delivery point validation
- NCOA
• Generation of personalized HTML emails with variable copy
• Web database design, programming and reporting
• Secure FTP site
• Database design and management
• Specialized database processing, fulfillment and management
Product Personalization
Our extensive personalization capabilities allow us
to reproduce personalized images and messages on
just about any substrate.
Our product personalization services include:
Embroidery
• Personalized apparel – shirts, hats, nylon, fleeces, etc.
• Digitizing of images for embroidery
Engraving
• Laser engraved design and personalization on flat and
curved objects made of glass, wood, paper, plastic
and most metals
• Rotary engraved design and personalization on flat metal
Dye Sublimation Printing
• Indelible transfer of beautiful full color designs to a wide
range of objects including those made of cloth, plastic,
ceramics and metal
Branded Ad Specialties
Ad Specialties for Incentives, Promotions,
Conventions, Special Events or Sales Support,
121 MSG offers a full line of Ad Specialties from
inexpensive to high end, we will work with you to find
the right products that fit your budget.