Advantage Direct 365

Central Life Sciences - Bio Spot
Background	Bio Spot is a flea and tick control solution for dogs and cats which is formulated with unique Insect Growth Regulator (IGR) which treats not only mature flea and ticks, but also egg, larva and pupa stages of insect development. At the beginning of Flea & Tick season, Bio Spot uses a shipper program with its best retail customers in order to drive sales.
Objectives	To create trial and drive sales with high potential households; to create long-term loyalty for Bio Spot products; and to create the “pull” to go along with the “push” of the retail shipper program.
Strategy	A direct marketing campaign utilizing Advantage Direct365’s proprietary Pet Fanatic segmentation model was developed in order to gain a full understanding of consumer responsiveness and product re-purchase.
Tactics	Overall sell-through of the shipper program was better than prior years with the utilization of the Pet Fanatic segmentation model surrounding the selected retail locations in which Bio Spot had included in the program. Targeted households were only selected not only on their Pet Fanatic status, but also their proximity to the retail locations. >click to see the mailer

Central Life Sciences - Comfort Zone
Background	Comfort Zone is a highly unique stress-reducing pheromone product sold only in the Pet Specialty retail channel. Comfort Zone had been clinically proven to naturally reduce behavior problems for both cats and dogs with an odorless vapor which has a calming effect on pets.
Objectives	To create trial and drive sales with high potential households; to create long-term loyalty for Comfort Zone products; and to create repeat purchases following the product trial experience.
Strategy	A direct marketing campaign utilizing Advantage Direct365’s proprietary Pet Fanatic segmentation model was developed in order to gain a full understanding of consumer responsiveness and product re-purchase.
Tactics	Prior direct marketing efforts had resulted in a less than one-tenth of one-percent response for Comfort Zone. The utilization of the Pet Fanatic segmentation model yielded a response rate over 1%, but more importantly generated a repeat purchase over 65%. >click to see the mailer

Family Pet Resort and Wellington Veterinary Hospital
Background	Family Pet Resort is a luxury pet hotel which provides doggy daycare, grooming salon & spa services and doggy training. Family Pet Resort also shares space with Wellington Veterinary Hospital in order to create a “one stop shop” for households who desire to pamper their pets.
Objectives	To create facility awareness and drive sales with high potential households; to create longterm loyalty for Family Pet Resort and Wellington Veterinary Hospital; and to capture new responders in order to expand & enhance Family Pet Resort’s database.
Strategy	A direct marketing campaign utilizing Advantage Direct365’s proprietary Pet Fanatic segmentation model was developed in order to promote retail trial with households who had previously never visited Family Pet Resort or Wellington Veterinary Hospital (based on current database of customers).
Tactics	Overall, coupon redemptions proved to be approximately 400% higher than previous direct marketing efforts using traditional targeting methods (self-identified dog and cat owners). The utilization of our Pet Fanatic segmentation model is now part of the on-going communication platform for Family Pet Resort and Wellington Veterinary Hospital. >click to see the mailer

Nature's Variety - Instinct Raw, Frozen Pet Food
Background	Nature’s Variety raw, frozen product offering helps to promote pet health by providing a complete and balanced diet for both dogs and cats. Since many households are unfamiliar with raw food offerings, product education is important in order to create product trial.
Objectives	To create awareness and trial with high potential households living within a Pet Supermarkets trade area (10 store test program); to create long-term loyalty for Nature’s Variety raw products; and to support the Instinct Raw product introduction with Pet Supermarkets.
Strategy	A direct marketing campaign utilizing Advantage Direct365’s proprietary Pet Fanatic segmentation model was developed in order to identify high-potential Pet Fanatic households and promote product purchases.
Tactics	The new product introduction for Nature’s Variety was so successful that we are now in the process of working with other retailers in order to support the awareness of Instinct Raw products in key retailer clients of Nature’s Variety. >click to see the mailer

Smith's Food & Drug Stores \| A division of The Kroger Co.
	Gift Card Promotion
Background	Every year local business leaders search for a unique and yet simple method to recognize and reward their staffs. Retail Gift Certificate programs are often an overlooked sales opportunity during the key selling period for retailers—Thanksgiving and Christmas.
Objectives	To drive sales in key seasonal categories; to create awareness of your gift Certificate program, Gift Baskets and Party Menus with nearby businesses during the upcoming holiday season; and to provide a solution to local businesses just-in-time for the holiday party season.
Strategy	To provide a flexible way to promote special and unique services in your stores through a Holiday mail/print program that will highlight your holiday merchandise to potential heavy purchase business leaders. The program will highlight special holiday items, alert key business leaders to gift ideas and allow local businesses to easily connect to your stores.
Tactics	A targeted direct mail piece will be jointly developed with AD365 communicating with local businesses in early November (or timed with Holiday merchandising plans). The direct mail piece will focus on the many seasonal items available to business leader’s just-in-time holiday planning and shopping.
Copy Strategy	The primary message will be to utilize stores for everything you need to host/celebrate with business associates during the holiday season. The tone will be warm, friendly and festive. Themes may stress relief and one-stop shopping for every business leader’s party planning.
Targeting	Surrounding business within 3-miles or 5-miles with 5 or more employees excluding retail grocery and catering SIC’s.
Timing	Desired in-home date of November 1st for Holiday themed direct mail in order to coincide with Holiday merchandise plan (mid-October).
Results	Prior programs have yielded a response rate of 1.5% with an average order of $250.00 in incremental Gift Certificate sales. >click to see the mailer

Neutrogena
	Personalized Consumer Experience
Background	Neutrogena is one of the nation’s largest skin care products. They have a loyal customer base, as well as a robust web site. Neutrogena needed to develop a Customer Relationship program that maximized the consumer experience on the website, while driving increased incremental sales and developing increased customer loyalty.
Objectives	To drive incremental purchases, increase customer loyalty and delight current Neutrogena customers.
Strategy	AD365 worked with the Neutrogena marketing team to create a true one-to-one consumer experience via the web. Consumers who participated in an online survey were profiled to develop specific customer product recommendations.
Tactics	Once the consumer has completed the skincare profile, specific product recommendations were incorporated into a personalized booklet, including a three-step skincare regimen that is unique to the recipient. In addition to the product recommendations, each consumer received high-value coupons for the corresponding Neutrogena products. Additionally, a large test cell was selected to receive the product samples which corresponded to the personalized recommendations.
Mailing Construction	A personalized 8-page purse-sized skincare recommended booklet (4-1/4” x 5-1/2”) was sent to registrants, either as a self-mailer or as a part of a high quality gift-box ensemble along with personally selected product samples.
Targeting	Randomly selected households who participated in the online survey were allocated into one of four test cells. Test cells included: Booklet-only (with coupon), Booklet with samples and coupon, Booklet with samples and no coupons, and a control group who received no promotion.
Timing	Consumers were selected and mailed weekly, over a six month period.
Results	Neutrogena received over 2,500 survey registrants per day during the test period. Each test cell was monitored over an additional three month and six month period to determine total program effectiveness. Initial results indicate increased customer delight and loyalty, as well as improved incremental sale impact. >click to see the mailer

Sara Lee
	Tall Stacks Promotion
Background	Sara Lee Foods is a major Consumer Package Goods company who is always looking to try new ways to promote their product. As such, they came to AD365 with the intent of targeting selected customers with a unique and exciting direct mail piece.
Objectives	To drive sales of various product brands within the Kroger Cincinnati Marketing Area. In addition, they wanted to create product awareness and reward brand loyalty throughout the Hillshire, Kahns, Ball Park and State Fair product lines.
Strategy	To target all households in the Kroger Cincinnati Marketing Area who had purchased selected Sara Lee product lines over a six month period of time, and reward them with various coupon offers based upon their purchase behavior and spending levels.
Tactics	Kroger queried their data base to determine which customers met the criteria as defined by purchase behavior and product loyalty. Once the target household list was assembled, each household received four unique full variable coupons and or a random chance at winning a $500.00 Kroger gift certificate, or various prizes. Since the coupons were coated in red, they had to be taken into their Kroger store for verification of coupon amounts and or prize winnings. This was accomplished through the use of 3-D glasses type film.
Mailing Construction	Full color, full variable printing. 7” x 17” tri-fold with variable coupons based on actual purchase behavior.
Targeting	Households who had purchased various Sara Lee Products over a six month period of time.
Timing	The program was assembled and mailed within a four week timeframe.
Results	The program, while part of a bigger program, yielded record number volume movement of the promoted product. >click to see the mailer

Lassus Bros. Oil, Inc.
	Hometown Rewards
Hometown Rewards	Lassus Bros. Oil, Inc. started business in 1925, and has since become one of northeast Indiana’s largest independent gasoline suppliers and convenience store chains. Lassus owns and operates over 30 Lassus Handy Dandy locations in northwest Ohio and northeast Indiana. Lassus Bros. Oil Inc. continues to implement new business strategies to ensure their goal of steady and controlled growth in an industry marked with increased competition and market volatility.
Objective	To encourage loyalty members to return frequently after they’ve registered, creating habit of frequent visitations to Lassus Handy Dandy stores, as opposed to visiting competing convenient stores. To increase customer loyalty, frequency, and spend.
Strategy	Each week, AD365 compiles data of all new loyalty members that recently signed-up for the Hometown Rewards program. These new members were then targeted with personalized, consecutive, weekly offers to create habit of frequent visitation to Lassus Handy Dandy locations, building long term loyalty.
Mailing Construction	A personalized 5.5” x 11” postcard with offers valid to redeem over four consecutive weeks. Information on how the program works, and how to accumulate and redeem points, was also included in the mail piece.
Timing	New member postcards were sent out weekly, targeted to new loyalty member sign-ups, in order to maintain top of mind presence.
Results	This test program began with 7,500 postcards. The postcards were mailed weekly, spread out over a six month period, to new loyalty members who had recently registered with the Hometown Rewards program. Over 4,600 offers were redeemed during this program, which translates into well over a 60% response rate! As a result of the overwhelming response rate of the test program, Lassus committed to a 12 month program for 2011. >click to see the mailer