DATABASE MARKETING STRATEGIES II Prepared by Shumpei Ogata Lynn Raposo Turgut Tezir Da Shang...

DATABASE MARKETING STRATEGIES II

Prepared by

Shumpei Ogata

Lynn Raposo

Turgut Tezir

Da Shang

Presented toSanto Ligotti

August 8, 2006

On-line Computer Retailer

Today’s Outline

• 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 ChannelsDirect MailEmail

Primary Target

Business professionals from 25 to 40 years old who: • 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

• 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

Save Money, “Tiger Direct web site offers high quality product with cheaper price”

Positioning Statement

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

• Acquire 45,000 of customer list– Transcontinental Consumer Behaviour

Database

• Test the effectiveness of the campaign

• Send 20,000 direct mails and 25,000 emails

• Analyze, evaluate and control

Schedule and Timing

Test Promotion

Aug 14Aug 14 Sep 29

Sep 30 Oct 06

Oct 09Oct 09Nov 17

Nov 17Nov 30

TestDirect mail and e-mail to test

X

Respond date X X

Evaluation of Strategies X

PromotionDirect mail and e-mail to all

X

Respond Date X X

Evaluation Strategy and RFM X

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