ICNYC: Art & Science of Direct MarketingIsabel Balla

• Wearable technology • Tracks everyday activity: exercise, food, sleep,

and weight• Range of products to fit individual wellness

goals

Competitors• Garmin Vivofit• Microsoft Band• Jawbone• Apple Watch• Nike Fuelband• Polar

Target Audience• Primary: Men and Women, 25-45 years old– Health conscious, active lifestyle, athletic (gym-

goers)• Secondary: Men and women, 20-24 years old– College-aged individuals, athletic, active lifestyle,

health conscious, interested in the data behind their movements

Direct Marketing Campaigns• Acquisition – acquire new customers– Using various media channels to reach newand potential customers

• Up Sell – sell a more appropriate product with more features– Understanding the customer to better fit their needs by

giving them a questionnaire to fill out that would outfit them with a more advanced product. The up sell would be to include the ‘Premium Membership’ at a discounted price of $24.99 for the first year (normally $49.99/yr) that includes more features and services for customers, including a trainer and reports on progress.

Media Channels• Online: Facebook, Twitter, Website• Direct Mail• Email• Mobile• TV

Timing

• New Year’s• Pre-summer – spring break / bikini season• Holidays

Campaign Testing

• Offer– Test three different offers

• Timing– Test three different times of the year

Campaign Offer Testing

• CONTROL: Purchase the FitBit Flex today for $99.95.– Can’t pick a color? Don’t stress, purchase the FitBit Flex

today and we will throw in two other colors for three payments of $29.99. Use code: GiveMeThree

– Let your Flex reflect your mood – purchase the FitBit Flex now for two payments of $49.95 and receive two additional bands. Use Code: FitColors

– You pick one color – we’ll give you two more for only $99.95. Use code: FitThree

Timing Testing

• CONTROL: Continuous offer – 365Fit– Test an offer pre-summer - SummerFit– Test an offer before the New Year - NewYearFit– Test an offer during the Holidays - HolidayFit

Contest• This could be done by creating digital coins and

badges to be received at certain step-count levels. When FitBit wearers reach a predetermined amount of steps, they receive coins/badges. At the end of the contest, whoever has the most coins/badges wins a luxury trip.

• Measure success by FitBit purchases before and after the contest started. Measure web traffic before and after contest.

E-Commerce, Telemarketing & Fulfillment

• E-commerce: online distributers– Inventory, color ways, additional items

• Making sure the online resources are equipped for any extra traffic

• Customer service is prepared for an increase in calls/web chats– Returns, damaged/broken items, complaints

Measurement & Analysis• Since the offer test has different codes to be used at

checkout, a comparison can be done of the number of times each code was used to see which offer was most effective and received the most urgency of usage.

• Email: opt-ins, open rate, click rate, conversion rate• Social: change in the number of fans, likes, comments• Mobile: page-views, app downloads, opt-ins• Websites: visits, page view/visits• TV: GRPs, impressions, cost• Direct mail: response rate, sales, ROI