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Christopher SnyderChief Executive OfficerSpectrum eCommerce
October 1, 2008
Gannon UniversityExecutive On Campus Program
Personal and Career History Introduction to Spectrum eCommerce Direct Marketing vs. Brand Marketing Internet Marketing Spectrum’s Internet Properties Our Partners Anecdotes Closing Thoughts Q&A
Overview
Education
Burrell High School, 1977
Gannon University, 1981 – B.A., Communication Arts
The American College, 1992 – Chartered Life Underwriter (CLU)
The American College, 1996 – Chartered Financial Consultant (ChFC)
University of Santa Monica, 1996, M.A., Psychology
Personal and Career History
Career Path
1981 to 1984, Acacia Financial Group, Pittsburgh, PA – Sales Associate
1984 to 1986, First Annuity Corp. - Los Angeles – Marketing Manager
1986 to 1999, Spectrum Funding Corp., - Los Angeles – Managing Director
2000 to Present, Spectrum eCommerce - Orange County, CA – CEO
Personal and Career History
Community Involvement
Emmaus Ministries, Erie, PA – actively involved in work to support the homeless and those in need
Erie Technology Incubator – Mentor Group
Personal and Career History
Other Stuff
Avid participant in wilderness travel throughout North America
Mountaineering
Kayaking and Canoe
Cave Exploring
Open Water Distance Swimming Events
Long Distance Cycling Events
Personal and Career History
Inc. 5,000 Company
2007 # 1,138 on the Inc. Magazine 5,000
3 year growth rate of 324%
2008 # 1,009 on the Inc. Magazine 5,000
3 year growth rate of 366%
Introduction to Spectrum eCommerce
Internet Focus
Drive consumers to our websites
eCommerce transactions
Sell sales inquiries (“leads”) to clients and buyers
Some involvement in call center sales
Introduction to Spectrum eCommerce
Direct Marketing
Internet Marketing (primarily)
Direct Mail
Direct Response Television
Direct Response Radio
“Call to Action”
Direct Response via Internet (some phone)
Not “Brand Marketing”
Introduction to Spectrum eCommerce
Alignment with National Brands
Instant Credibility with Consumers
High Quality Offers
Financial Services Industry (primarily Insurance)
Introduction to Spectrum eCommerce
Direct Marketing - Characteristics
Designed to elicit an immediate, direct response from consumers
“Click Here – Buy Now!”
“Call by Midnight Tonight!”
Physical products are shipped direct to consumers
Intangible products (Insurance) are web-based & phone-based
Is frequently very measurable and track-able
Direct Marketing vs. Brand Marketing
Direct Marketing - Methods
eCommerce – Internet offers
Direct Mail
Call Centers (toll free numbers; process orders)
Catalogs
Direct Response TV and Radio
Direct Marketing vs. Brand Marketing
Direct Marketing - Examples
L.L. Bean – clothing catalog
Video Professor – computer lessons
Spectrum eCommerce web properties – screenshots to follow
Direct Marketing vs. Brand Marketing
Direct Marketing - Characteristics
Build reputation and familiarity with product and or company
Longer term investment in advertising
Little or no capability to measure results precisely
Most sales occur in “bricks and mortar” establishments
Exceptions: Big web brands (eBay, Amazon, etc.)
Direct Marketing vs. Brand Marketing
Brand Marketing - Methods
TV
Radio
Print (newspaper, magazine)
Billboards
Transit (bus, subway, taxi)
Direct Marketing vs. Brand Marketing
Brand Marketing - Examples
Tide laundry detergent
Levi’s jeans
Chevrolet
Coca-Cola
We don’t call a toll-free number to order a Coke
Direct Marketing vs. Brand Marketing
Internet Marketing
Measurable! (for us “Number-Crunchers”)
Brand Marketing
Direct Marketing
Both conducted on the Internet
Search Engine
Web Display
Affiliate Marketing
2 Ways “Owners of Advertising Inventory” Get Paid
Up Front on a “CPM” basis – paying for impressions
Back End on a “Performance” Basis – paying for results (Affiliates)
Internet Marketing
Sales offers to 3rd party lists
Sales offers to “house” list of prospects who visited your site
Up-Selling and Cross-Selling to existing customers
Customer loyalty email campaigns
Internet Marketing
Search – 2 Types
– “Natural” also known as “Organic” Search– Search Engine algorithms rank site pages– Consumers see links in search results pages– Can be an extremely slow process to achieve rankings
– “Paid” also known as “Pay Per Click” Search– Advertisers pay on an auction basis to be included in “Sponsored Links”– Consumers click sponsored links– Can produce instantaneous results
Internet Marketing
Internet Marketing
Banners
Rectangles
Towers, Skyscrapers, Leaderboards
Other standard ad units
Rich Media – Flash, Video, etc.
Buttons
Text Links
Contextual
Behavioral Targeting
Web Display
Affiliate Marketing– 3rd parties (“Affiliates”) are paid on the back end for results
– Affiliates are Owners of Advertising Inventory
– Using Email, Search and Web Display
– Sophisticated tracking systems measure all aspects
– Also known as “CPA” (Cost Per Action) Marketing
– Also known as “Performance” Marketing
– “Action” is defined in contract as “Sign-Up”, “Registration”, “Sale”, etc.
Internet Marketing
• HSBC• ING• Transamerica• Royal Bank of Canada• Fidelity Life• American General Life
Our Partners
Our Partners
HSBC ING Transamerica Royal Bank of Canada Fidelity Life American General Life
• eLifePolicy.com• LibertyDirect.com• LifeQuick.com• SpectrumDirect.com• WeAreTermLife.com• TransamericaForLife.com• LinkValu.com• eLifeMarketers.com• WebHealthPolicy.com• AutoPolicyWeb.com• Policyology.com
Spectrum’s Properties
eLifePolicy.com
LibertyDirect.com
LifeQuick.com
SpectrumDirect.com
WeAreTermLife.com
TransAmericaForLife.com
LinkValu.com
eLifeMarketers.com
WebHealthPolicy.com
AutoPolicyWeb.com
Policyology.com
Opportunity Doesn’t Knock
Accidental Tenacity
Intentional Tenacity
Give Mrs. Rocchietta Her Money
Give Simon His Money, Too
Anecdotes
“Chance Favors Only the Prepared Mind” – Louis Pasteur
Live Deliberately and On Purpose.
“Our deepest fear is that we are powerful beyond measure. It is our light, not our
darkness, that most frightens us."
- Marianne Williamson
Neither do men light a lamp, and put it under the bushel, but on the stand; and
it shineth unto all that are in the house.”
– Matthew 5:15
Christopher SnyderChief Executive OfficerSpectrum eCommerce
October 1, 2008
Gannon UniversityExecutive On Campus Program
