TouchPoint Integrated Communications Maximizing TouchPoints Through Dedication and FocusThe Integrat

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TouchPoint Integrated Communications
Maximizing TouchPoints Through Dedication and
FocusThe Integration of On and Offline Media

• November 7, 2006

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TouchPoint was Formed

• TouchPoint Integrated Communications was
  conceptualized in 2005. It was born out of a
  true need in the media arena large agencies have
  lost their focus, they have merged and purged
  their communications capabilities until the
  product and in some cases the clients goals and
  needs are lost
• Big is not always better.
• Clout is not derived from volume, but finesse,
  connections and credibility.
• Massive client rosters does not mean effective
  plan development a deep understanding of
  industry trends, a keen ear, senior attention and
  an insightful mind provide the strongest
  programs.
• TouchPoint was formed for these and many more
  reasonsyou deserve customized, senior attention
  to move your business forward in these
  challenging times.

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In 2005, Ryan Companies Proudly Introduced
TouchPoint Integrated Communications

• In 2005 Ryan Companies acquired TouchPoint
  Integrated Communications, a media agency formed
  by Karen Kluger and her former media leadership
  team of a major New York Direct Agency
• With combined 75 years experience in all media
  planning, buying and optimization
• DRTV short and longform
• BRTV
• Print
• Internet
• Direct Mail
• Email
• Promotional
• Emerging
• Teleservices / fulfillment
• With proven, proprietary systems for tracking and
  reporting
• Full research capabilities
• With established relationships with all media
  suppliers
• In 2006 this group placed over 120 million in
  media placements
• In the last 6 months assigned over 40 million in
  new media placements

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Media Spending by Channel
175,000,000 Projected 2006 Media Billings
Includes FSI placements
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Connecting With People Requires Great Ideas And
Insightful Media Programs
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TouchPoints Philosophy Positioning

• We understand the value of the brand and the
  importance of the total customer experience
• We use that knowledge to deliver profit-enhancing
  communications across all traditional,
  non-traditional and digital points of contact
  Impacting all actionable segments from a unique
  messaging and creative standpoint
• Delivering communication programs that not only
  reach, but resonate with our existing and
  potential customers

We Follow, our Tried and True Planning Process
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The Current Media Environment is Ever Changing
and Challenging for all Marketers
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The Evolution of On-line/Emerging Media
Online media channels have evolved and grown
substantially since 1994. Trust, accountability
industry standardization have spurred the
overwhelming growth and integration into general
and direct media programs
Broadband Digital heat up, Paid Search Profit
Soars, increase in online video, user generated
content/blogs
AOL/Timewarner Merge, eCommerce boom bursts, HP
buys Compaq, Search becomes prominent, First Spam
Laws
Dial-up launch, Yahoo Launch, Netscape release of
1st browser, Travel Sites start selling airline
tkts, Dell begins selling computers online,
Napster Launch
20004 - Present
2000-2003
1994-1999
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Media Fragmentation and Increased Commercial
Clutter

• It is increasingly difficult to reach the consumer

U.S. Media 1974
U.S. Media 2006
82.4 TV channels per home
17,300 magazine titles
5.7 TV channels per home
13,500 radio stations
25,000 Internet Broadcast stations
4,400 radio stations
Endless new media
8,400 Magazine titles
4.4 billion pages indexed by Google
Source FCC, Magazine Publisher Association, TV
Dimensions 2005, Media Dynamics, NullSoft,
TVRadioWorld
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Marketers and Consumers Have Endless Choices
Magazines
Newspapers
Network TV
PackageInserts
Spot TV
Parking Garages
Cable TV
Sidewalks
Interactive TV
Restaurant Menus
Network Radio
Action Cards
Spot Radio
Cinema
Flyers
Satellite Radio
FSIs
Direct Mail
Video Games
Trade Shows
Stadium
Airports
Videos/DVDs
In-Flight
E-mail
CD-ROM
Events
Kiosks
Transit
Internet
Elevators
Guerilla
Billboards
Card Decks
PDAs
Telemarketing
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Message Volume Breeds Confusion

• Dramatic increase in messaging allows more
  consumer choice, but creates confusion.

Advertising Messages Viewed DailyBy a Typical
U.S. Consumer, 1974 vs. 2004
x6
Source Ad Age, 31 May 2005
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And Consumers Are Starting To Do Something About
It
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Consumer TrendsThey Are In Control

• Marketers new approaches recognize consumers
  increasing power and desire to interact with
  brands and products on their own terms.

From ConsumerRelationshipManagement(CRM)
Media
Era of Marketer Push
ShiftingGround
Balance of Pull Push Marketing
To Consumer Managed Relationships (CMR)
Consumer
Technology
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Marketers Are Strongly Interested In Emerging
Channels
Which marketing channels/efforts are you
currently using, piloting, or expecting to pilot
within the next 12 months?
Total
adoption
No plans to use at all
Currently using
Piloting or expecting to pilot
Email marketing
83
10
6
94
79
Search marketing
64
16
21
73
Behavioral targeting
38
36
27
Contextual targeting
37
32
31
69
Rich media emails
31
33
36
67
Rich media display ads
22
33
45
67
Blogs/social networks
49
51
13
38
47
RSS
10
37
53
Mobile marketing
11
32
57
43
Advergames/in-game advertising
13
15
72
28
0
10
20
30
40
50
60
70
80
90
100
Base 253 interactive marketers
(numbers may not total 100 because of rounding)
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Todays Ad Spending Breakout Is Out Of Sync With
Consumer Behavior
Percentage of ad spending on each media type in
2004
Percentage of total media time households spend
with each media type
TV
Newspapers
Radio
Magazines
6 of all ad spending
Online for personal
or work reasons
34 of media time
0
10
20
30
40
50
Base US households Base US online households
Source Forresters Consumer Technographics 2005
North American Benchmark Study, McCann Erickson,
IAB
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Its Not Difficult To Integrate Your Media
Planning And BuyingBut If You Dont The Cost
Could Be Enormous
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TouchPoints Multimedia Strategic Planning
Platform

• Utilize a strong Strategic Planning Platform for
  all media channels to ensure that the strongest
  most effective plans are developed across all
  channels

Evaluate Targets/ Actionable Segments
Media Consumption
Contact Mapping
Evaluate Competitive Landscape
Evaluate Response/ Program Data
Media Plan Development
Client
TIC

• Size Opportunity
• Who are they?
• What do they do?
• What are their needs?
• What media do they consume?

• Determine relationships/ involvement between
  consumer and media vehicles

• Identify all media points of contact by consumer
  segments

• Identify heavily used vehicles
• Seasonality
• Creative units
• Budgets

• Response history
• Existing plans

• Determine media strategies to achieve market
  objectives

• Historical results database

Implement
Drive Responses/Database Development COSMO
Tracking and Analytics System
Refine
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Making it HappenWhat is the Right Media Mix
Selecting the appropriate media mix against the
outlined action plan is crucial. Budget levels,
target(s) and goals will be key drivers in the
final media selection process as well as budget
allocations
Selective Mass Reach/Awareness
Television (national/local) Cable, Syndication
and Network
Mass Magazines/Newspapers/Sites/Portals/Networks
Fill the Funnel
Niche Magazines/Vertical Specialty
Websites/Search
PromotionsEvents/Expos/Webinars
Vertical /Trade Magazines
Emerging Media
Targeted Npaper Inserts
Alt MediaCard Decks/PIPs
Targeted
Increase Close Rates
Video On Demand
Direct Mail
OBTM e-mail
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How They All Work Together
Offline Mass reach and awarenessHigh
impactGenerates excitement/buzzBuilds a
databaseDrives retail, sales Inquiries
Online Provides educational platformDrives
leadsDatabase building Stimulates
trialImmediate orders
Greatest audience coverage
Fully integrated campaign 24/7 coverage
Maximizes reach of early adaptersincreases non
traditional touchpoints
Increases impact for cutting edge messaging
Emerging Media Unique messaging
environmentEducational componentFlexible/fluid
media
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Test Your Way In
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How Do We Know What Channels Are Working

• Tracking and analytics is imperative to
  understanding the value of each channel
• It allows us to make informed campaign
  adjustments in real time resulting in clients
  dollars being spent more effectively and
  efficiently

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COSMO (Campaign Optimization Segment Management
Overview) Defines the Best Response Media by
Segment
DR/BRTV Short Form
Segment 3
Magazines/ Newspapers
Online/Search
Response Profile
COSMO System
Direct /E Mail
Segment 2
Emerging Media
Media Database
Customer Database
DRTV Long Form
Unlimited Data Points
Promotions
Telemarketing
Segment 1
AgeGender Income Buying history Future
purchaseintentStage in buying cycle
Category/Target Campaign Creative Media Daypart
Relevant segment plans are developed based COSMO
analysis
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Process for Campaign Adjustments in Realtime

• When campaigns are underperforming, there are
  many steps taken or considered to right the
  situation immediately

• Step 1
• Daily Analysis
• Discovery Problem
• Evaluate all campaign components
• 800/URLs
• Creative
• Media Mix
• Clearance Levels
• Weight Levels
• Check Clearance Reports
• Competitive Activity/Stronger Offer?

• Step 2
• Immediate
• Plan Refinement
• Teleservices, Audit, check all 800s and URLs
  are in working order. (1 day)
• Monitor calls/adjust scripting/offers if
  necessary (2-3 days)
• Adjust weight levels/add networks or sites/delete
  networks or sites and dayparts (2-3 days)
• Swap in new creative via our Rapid Traffic
  system (2-3 days) if offer appears to be the
  problem
• Optimize keywords/bids

• Step 3
• 1 Week
• Monitor Adjustments
• Weekly buy management meeting determine effect
  of all adjustments
• Should these changes not impact campaign in a
  positive fashion, re-look all variables again
  before considering pulling the campaign (1 week)

• Step 4
• 5 Weeks
• Replanning
• Analyze results
• Redefine goals
• Redevelop plan based on new input

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COSMO Reporting Capabilities

• Daily Flash Report
• Topline reporting by
• Medium, market, station, length, creative, offer
  and search
• Weekly buy management summaries and
  recommendations
• In-depth reporting by
• Network, site, or magazine
• Daypart/programming performance analysis
• Response rates
• TRP delivery estimates
• Increase whats working, decrease or eliminate
  whats not working
• Campaign wrap-up
• Full evaluation of the campaign to assist in
  forward planning
• Report posting to the internet
• Customized reporting options (fee based on specs)

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Where Are We Headed
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One Consolidated Media Center
Entertainment/Service Providers
One component
Cable/Satellite
VCR/PVR
Integrated Content/Services
Broadband IP
Broadcast TV/Radio
CD/DVD
Consolidated Media Center
AV Receiver
Cable Set-top
Purchased CDs
Residential Gatekeeper (RG)
Net-top (WebTV)
Purchased/Rented VHS/DVD
Home Media Server
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How Do We Keep Our Practices and Clients Relevant

• Monitor the marketplace closelystay ahead of the
  curve
• Adapt new trends and developments by testing
  appropriately based on clients segments, goals
  and budgets
• Track and qualify all results for rollout and
  expansion

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Case Studies
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A Travel Case History

• Challenge
• Cost efficiently increase qualified inquiries
  sales of vacation packages to Europe
• Support local travel partners with tagged
  creative executions
• Strategy and Implementation
• Use National Cable BRTV as the campaigns primary
  workhorse casts a wide net for self ID
• Heavy-up support in key local markets via local
  newspaper advertising utilized highly targeted
  Sunday travel section as it is a key source for
  European travel research
• Coordinated flighting with BRTV, print on-line
  for maximum impact
• Schedule highly impactful Brochure in
  demographically selected markets, zoned to
  primarily ethnic neighborhoods on St. Patrick's
  Day
• Incorporated targeted on-line advertising for
  additional support and greater details
• Flight all activity around key seasonality
• Measure and track all vehicles to maximize
  efficiencies and future planning efforts
• MRMPs proprietary tracking and analytics tool
  SMART
• Continuously test new networks based on results
  modeling
• Results
• Decreased Cost per Call by 70, increased web
  traffic by 65 when print and online ran in
  conjunction with TV activity
• Consistently sell-out offered packages due to
  overwhelming response

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An Electronics Client

• Challenge
• Build brand awareness and desire of a new high
  end head set with limited test budget
• Targeted at working professionals within the C
  suite
• Determine value of each media BRTV, print and
  online to increase web traffic and push to retail
  and ultimately sales
• Strategy and Implementation
• Selected highly targeted national cable networks,
  magazines and sites to reach this very busy
  individual. Utilized cross platform synergy to
  add impact and presence
• Drive to Web for store locator, incentive offer
  and additional product information
• Results
• 48 increase hits to Web site
• 36 increase in retail sales

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Thank You
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Contact InformationKaren KlugerPresident(203)
665-7705kkluger_at_tpointmedia.com