April 11, 2002

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SPURIOUS SOFTWARE
April 11, 2002
Private Media Marketing Solutions
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State of the Union

• Do more with less
• Smaller budgets
• Fewer people
• Loftier goals
• Overwhelming demand for results
• Return to fiscal values
• Examine options
• Evaluate more effective methods
• Return On Investment

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Immediate Issues

• What makes sense?
• Will it move prospects closer?
• Will it reinforce relationships with current
  clients?

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Future Considerations
Customer Marketing Matters

• Companies can boost profits by almost 100 by
  retaining just 5 more of their customers.
  Harvard Business Review
• It costs 5-10 times more to acquire a new
  customer than it does to retain an existing one.
  eMarketer
• A 5 increase in retention will yield a 75
  increase in Lifetime Value in most companies.
  Bain Company
• By 2004, selling organizations that increase
  customer retention rates by 1 percent will see up
  to an 8 percent increase in profitability.
  
  Gartner Group 2000
• Repeat customers spend, on average, 67 more
  than new customers.
  
  Harvard Business Review

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Challenge Launch Spurious Software

• New Product
• Competition
• Challenging the status quo
• Heritage product
• Targeted Audience
• Sales managers
• HR
• COOs, CFOs
• Benefits
• Make it easy Saves time, saves money
• Limited Funds

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OptionsLots of Options

• Traditional Vehicles ??? Emerging Technologies

Magazines Television Radio Newspaper Outdoor Direc
t Mail Infozines
Websites Tradeshows Newsletters Web
banners E-mail (opt-in or otherwise)
eNewsletters Search Optimization Interactive
TV Affiliate Marketing E-seminars
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Traditional Media or Emerging What is the best
fit?

• Laser-like focus on those most likely to purchase
  Spurious Software
• Relentlessly brand against them frequently
• Educate the benefits
• Create preference
• Client management

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Building Brand Strategy Deploy Private Media

• Define Marketing and Sales Goals
• Challenge the content of existing available media
  and those on the current buy
• Identify content voids for customers and
  prospects
• Custom Content and Well Designed Environment
• Develop a delivery strategy across the media
  vehicles which best suit the readership habits of
  the target audience
• Communicate appropriately Suspects, Prospects
  and Customers
• Your agenda serving the needs of your audiences
• Select an objective marketing partner

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King Fish Media Defined

• What we are an objective, experienced, realistic
  strategic partner
• What we believe
• There are revolutionary ways to communicate with
  clients and prospects that are grounded in
  environment, content and continuity of message.
• AND
• These exciting means (and all marketing means)
  must be held accountable for their associated
  sales results.

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King Fish Media Spurious Software
A Private Media Strategy

• Challenge
• Focus on target
• Brand Spurious
• Educate
• CRM

• Fill the content void
• Build interest and need
• Develop community and preference
• Build affinity and loyalty

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Content Strategy Advisory Board

• Advisory Board Comprised of
• 2 senior managers at Fortune 200 companies for
  enterprise target
• 2 sales managers of medium-sized companies
  (managing 5-20 sales people)
• 2 small business owners for web-based solution
• Audit board to ensure customer impact

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Content Strategy Editorial Team

• Jake Kirchner has been a writer, editor,
  corporate executive, and consultant in print,
  Internet, and broadcast journalism for 25 years.
  His experience includes editor of PC Magazine,
  editor in chief of Communications Week and
  Government Computer News, and Washington bureau
  chief of Computerworld. His work as a reporter
  and writer has included more than 2,000 articles
  and columns on topics as diverse as science,
  technology, government, and international trade.
  He is currently senior partner at The Shenandoah
  Group, an Internet consulting firm.
• Sarah Roberts-Witt is a freelance technology
  journalist who covers Internet technologies and
  related business strategies. She is a frequent
  contributor to a wide range of industry
  publications and books, including Business 2.0,
  PC Magazine, Knowledge Management, Fortune Small
  Business, Internet World, Interactive Week, and
  the "Technology Forecast" book series from
  PriceWaterhouseCoopers. Prior to freelancing,
  Sarah was an associate editor at PC Magazine for
  four years. Her beat there was networking
  infrastructure and Internet technologies,
  particularly as they pertained to corporate
  computing environments.
• Beth Stackpole is a freelance journalist and
  frequent contributor to eWeek, CIO, Datamation,
  and Managing Automation, among other
  publications. Previously, she worked for eWeek
  for 15 years, serving most recently as executive
  editor/strategies, with responsibility for
  running the feature section aimed at high-level
  IT professionals.
• David Strom is president of David Strom Inc., a
  networking and communications consulting firm. He
  self-publishes the Web Informant, a weekly series
  of essays on e-commerce and Web initiatives that
  has been syndicated around the world. Strom has
  been involved in high-tech publishing for over 15
  years he founded Network Computing magazine, and
  served as its first editor in chief. His work has
  appeared in Network World, InfoWorld,
  Computerworld, Small Business Computing,
  Communications Week, cnets news.com, and
  Internet.com.
• Sean Wolfe has been a technology writer since
  1994, and has covered the software,
  telecommunications, and media industries for
  CBS.com, The Boston Globe, Inter_at_ctive Week, and
  Primedia's MediaCentral.com. He has also been an
  analyst for Paul Kagan Associates where he edited
  the Interactive Media Investor newsletter. In
  recent years, he has worked as a freelance editor
  and a technology consultant for such firms as
  Universal Music Group, Hearst New Media, and
  On2.com

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Environment Deploy Custom eMedia
eNewsletters - 8
-Primary prospecting tool -3-original stories on
each -Sign-up option to subscribe -Customized
content based on status (Suspect/Prospect,
Customer, Enterprise, Direct) -25,000 per send
(rolling list provided by either Spurious or
purchased by KFM)
eSeminars - 2 -conducted by Spurious on how to
realize the advantages of the Spurious solution
(up to 2,500 attendees per)
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Environment Deploy Custom Print Media

Print newsletters 6
Primary customer retention tool 8-pages
each Includes all original content and design,
production and mailing Mailed to 20,000 per send
(assumes 20,000 installed-base customers)
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Spurious Software Private Media Strategy

• Advisory Board 1 year
• Editorial Team 1 Year
• 200,000 targeted eNewsletters
• 5,000 eSeminar Attendees
• 120,000 8p print Newsletters
• Total spend 254,000
• 116,000 electronic
• 138,000 print

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Results for Spurious Software

• Raise awareness on topic that may be status quo
• Set the Agenda
• Communicate advantages to likely buyers
• Communicate Frequently over the course of the
  year
• Multi-platform strategy feels big
• Increase affinity and usability with clients
• Accountable

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Kingfish Media Our Power is Our Network

• Advisory and Editorial
• Production and Design
• Distribution
• Private Media Marketing Solutions
• Independent
• Best partners from concept to distribution

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SPURIOUS SOFTWARE
Private Media Marketing Solutions