handshake marketing generic band tour plan pdf

Copyright 2010, Confidential Property of handshake Marketing · www.handshakemarketing.com · 516-625-5500

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DOOH Media Capabilities/Options Discussion: Low Budget Tour Support

Copyright 2010, Confidential Property of handshake Marketing · www.handshakemarketing.com · 516-625-5500 2

Our DOOH (digital out of home) marketing planning/buying resource – the largest in the nation – was made possible by leveraging our unique experiences and proprietary solutions.

It enables clients to connect with their brand-prone targets in mass: with unparalleled scale, frequency, efficiency, and precision.

Solution: DOOH/Mobile marketing campaign platform

Overview:► Over 260 networks, more than 3 million screens

across the US, all of mobile and growing► 10X larger than any other platform: more

options = better planning ability, lower rates► Best of class behaviorally qualified

targets/demographics► Best of practice resources & measurements► Target reach @ high levels of frequency► Opportunity for interactivity and engagement (via

SMS, Mobile, WIFI and interactive DOOH)► Cross-platform connectivity between screens

and wireless devices/cell phones► Contextually and behaviorally delivered advertising

DOOH Media Capabilities/Options Discussion: Tour Support


Solution for fragmentation of media/volume of “push”

ATMs

Connect to your brand targets through all aspects of their active out-of-home lives. Multiple touch points & high revisit rates = outstanding, cost efficient frequency

Convenience Stores

Corporate:• Office Buildings• Cafeterias & Break

Rooms• Convention Centers• Elevators

Education:• Universities

Entertainment:• Amusement parks• Casinos• Movie Theaters• Museums

Gas Stations

General:• Beauty Salons• Car Washes• Cash Checking• Recreation Centers• Retirement Communities• Visitor Centers

Health Clubs:• Adult health clubs• Children’s health

clubs/activity centers

Healthcare:• Hospitals• Dentist Waiting Rooms• Medical Waiting Rooms• OB/GYN Waiting Rooms• Pediatrics Waiting Rooms• Veterinary Waiting Rooms

Hotels

Restaurants & Bars:• Restaurants• Cafes• Bars

Retail:• Supermarkets

• Malls• Fashion Stores• Furniture Stores• Furniture Rental• Liquor Stores

Sports:• Arenas• Golf Courses• Race Tracks• General

Transportation:• Airplanes• Airports• Buses• Ferries• Taxis• Trains• General

Streetscapes:• Outdoor• Subways/Tunnels

Frequency is key to moving consumers through the point of purchase...

All Mobile Consumers

3

Mobile WIFI Hot Spots



handshake’s DOOH Marketing Campaign Platform - Recap

DOOH resource solution:

► More coverage, reach and frequency possible than any other DOOH option

► Can be finely geo-targeted, over 3 million options to plan from

► Plans directly overlay with national databases of all people, places and businesses

► All types of digital screens, cutting edge technologies and wireless interactive points

► Connectivity with any cell phone, anywhere, ability to send text offers/links and downloads

► Not just B2C – targeted reach where business travelers and workers spend their time

► Increase of frequency level improves performance & bring lift to all types of tactics

handshake service:

► Significantly lower rates because we charge less/buy direct from network owners

► Transparent fee structure

► 15 years - case validation of predictive consumer targets, multiple sectors

► Extensive marketing strategy, geo-targeting, behavioral targeting & campaign planning credentials

► Best practices integrated with best of practice resources

► We build our media plans utilizing the same exact industry sources used to make spend decisions today

► We’ve built in operational/legal/financial and other critical client protections into our planning/buying resource

DOOH Media Capabilities/Options Discussion: Tour SupportSources: handshake M

arketing


DOOH Plan Input Recap

► Purpose: Increase awareness/ticket sales of Band’s tour venue performances, generating additional awareness of concert venues.

► Flight: 15 different two-week flight times due to different venue locations beginning 2 weeks prior to the day before each concert date:

► Markets: 30 mile radius surrounding venues with reasonable target penetration along with high availability of DOOH inventory.

► Budget: $5,000 – $7,500 per market

► Target

► Rock/pop concert goers who buy or download rock genre music.

► Offer: TBD

► Spot: :15 spots, banners, and screensavers

► Additional Services Available: SMS, music sponsor video

Sources: Clie nt, handshake M

arketing, E xperian-Simm

ons

5



► We began with 28 Band tour venues. We then narrowed down to the list of venues below that showed reasonable target penetration balanced against those that had the most available DOOH inventory.

Venue SelectionSources: C

lien t, handshake Marketing, N

e twork P

artners , Experian-S

imm

ons, Nielsen -C

laritas DOOH Media Capabilities/Options Discussion: Tour Support

Show Date Index* Venue Name City State

Available # of DOOH Locations

Available # of

screens

28-Jul-10 118 Venue 1 Bristow VA 988 47,610

03-Aug-10 106 Venue 2 Mansfield MA 1,448 77,102

06-Aug-10 86 Venue 3 Cuyahoga Falls OH 1,333 30,223

13-Aug-10 96 Venue 4 Cincinnati OH 891 17,389

14-Aug-10 98 Venue 5 Noblesville IN 808 16,772

15-Aug-10 104 Venue 6 Tinley Park IL 3,080 68,071

17-Aug-10 94 Venue 7 Camden NJ 2,753 56,557

21-Aug-10 109 Venue 8 Holmdel NJ 4,080 115,574

24-Aug-10 104 Venue 9 Wantagh NY 4,291 102,444

28-Aug-10 92 Venue 10 Virginia Beach VA 552 16,241

29-Aug-10 112 Venue 11 Atlanta GA 1,383 53,873

31-Aug-10 103 Venue 12West Palm Beach FL 542 14,677

01-Sep-10 92 Venue 13 Tampa FL 1,235 31,680

03-Sep-10 104 Venue 14 Dallas TX 1,818 54,671

04-Sep-10 102 Venue 15 The Woodlands TX 1,124 25,696

* Prone to be rock/pop concert goers who buy or download rock genre music

The Venue 1 30 mile trade area is 18% more likely than the average market to have attended a rock/pop concert and buy or download rock genre music.

Selected due to high availability of DOOH locations


Venues Chosen for DOOH Compared to Those That Were Not

► Each cluster on this map reflects a venue’s trading area. The venues chosen by handshake for DOOH coverage are circled in red, while the venues not being covered are circled in blue.

Sources: handshake Marketing, N

ie lsen-Claritas

7

handshake Marketing covered ZIP Codes

Non handshake Marketing covered ZIP Codes

Legend

Creed tour VenuesTour Venues


► We then chose the available DOOH networks with the greatest fit to Band’s music followers.

DOOH Network Type Target Network Selection Validation:Target* Index

Target* %

Bars Go to bars/nightclubs/dancing in the last 12 months 274 57.97%

Baseball Very interested in Major League Baseball (MLB) 176 24.23%

Fast Food Visited fast food restaurant 14+ times in the last 30 days 137 61.65%

Health ClubsDo physical fitness at a private club 244 24.05%

Agree A Lot: I do some sport exercise once a week 122 34.28%

MallsHave gone to a shopping mall in the last 4 weeks 125 64.79%

Visited a shopping mall 4 – 5 times in the last 4 weeks 171 14.95%

What are the Types of Digital Out of Home (DOOH) MediaSources: handshake M

arketing, Ex perian-S

imm

on s

* Target: Rock/pop concert goers who buy or download rock genre music



DOOH Opportunity Recap by Venue



Jiffy Lube Live

10

Venue 1 – DOOH Opportunity RecapSources: handshake M

arketing, Ne tw

ork Partner


Network Day Part

# Locations

# Screens Impressions Cost CPM

Bar Network #1 70 70 242,726 confidential conf.


Fast Food Network PM42 126

270,421 confidential conf.

Fast Food Network Late 45,070 confidential conf.

Mall Network #2 1 27 2,122,606 confidential conf.

Totals 128 238 2,698,673 $5,034.85 $1.87

30 Mile Trade Area

DOOH Locations



arketing, Ne tw

ork Partner


Network Team / Games # Locations




Baseball Network Red Sox - 4 games 1 375 918,000 confidential conf.

Totals 222 596 1,538,561 $5,607.72 $3.64



arketing, Ne tw

ork Partner


Network Ad Option # Locations


Bar Network #1 332 332 1,151,217 confidential conf.


Health Club Network Banner Ad

5 21


Health Club Network Screen Saver 107,326 confidential conf.

Health Club Network :15 video 2,430 confidential conf.

Totals 492 508 1,545,423 $5,650.62 $3.66



arketing, Ne tw

ork Partner


Network Team / Games # Locations # Screens Impressions Cost CPM



Baseball Network Reds - 6 games 1 500 601,000 confidential conf.


Totals 185 697 2,347,843 $6,411.39 $2.73



arketing, Ne tw

ork Partner


Network Day Part # Locations # Screens Impressions Cost CPM





Totals 154 212 1,364,479 $6,863.03 $5.03



arketing, Ne tw

ork Partner


Network # Locations # Screens Impressions Cost CPM



Totals 852 852 2,589,924 $7,658.58 $2.96


30 Mile Trade Area

16


arketing, Ne tw

ork Partner


Network Ad Option # Locations




Health Club Network Screen Saver5 96


Health Club Network :15 video 11,106 confidential conf.

Totals 745 836 2,108,183 $ 7,506.83 $3.56



arketing, Ne tw

ork Partner






Totals 664 681 3,070,748 $7,297.45 $2.38



arketing, Ne tw

ork Partner


Network Day Part # Locations # Screens Impressions Cost CPM







Totals 623 662 2,448,994 $7,266.52 $ 2.97



arketing, Ne tw

ork Partner


Network Day Part # Locations







Mall Network #1* 1 12 1,243,000 confidential conf.

Totals 68 85 1,662,609 $4,190.67 $ 2.52



arketing, Ne tw

ork Partner


Network Day Part

# Locations




Fast Food Network PM

10 30




Totals 71 107 2,835,851 $5,733.33 $ 2.02



arketing, Ne tw

ork Partner


Network Ad Option#

Locations # Screens Impressions Cost CPM



Health Club Network Screen Saver

1 10


Health Club Network:15 video –

Workout Sta. 2,492 confidential conf.

Health Club Network Banner Ad 110,000 confidential conf.

Health Club Network:15 video -

TV 1 46,233 confidential conf.

Totals 83 93 788,999 $3,347.83 $4.24



arketing, Ne tw

ork Partner






Totals 195 207 1,821,426 $5,175.05 $2.84



arketing, Ne tw

ork Partner


Network Team / Games # Locations




Baseball Network Rangers - 7 games 1 800 1,175,000 confidential conf.

Totals 139 938 1,535,087 $5,892.13 $3.84



arketing, Ne tw

ork Partner


Network # Locations





Totals 159 174 2,351,102 $6,862.57 $2.92


Total DOOH Plan Recap by VenueSources: handshake M

arketing, Ne tw

ork Partner


Venue Name Total Locations

Total Screens Total Impressions Total Cost CPM

Venue 1 128 238 2,698,673 $5,034.85 $1.87

Venue 2 222 596 1,538,561 $5,607.72 $3.64

Venue 3 492 508 1,545,423 $5,650.62 $3.66

Venue 4 185 697 2,347,843 $6,411.39 $2.73

Venue 5 154 212 1,364,479 $6,863.03 $5.03

Venue 6 852 852 2,589,924 $7,658.58 $2.96

Venue 7 745 836 2,108,183 $7,506.83 $3.56

Venue 8 664 681 3,070,748 $7,297.45 $2.38

Venue 9 623 662 2,448,994 $7,266.52 $2.97

Venue 10 68 85 1,662,609 $4,190.67 $2.52

Venue 11 71 107 2,835,851 $5,733.33 $2.02

Venue 12 83 93 788,999 $3,347.83 $4.24

Venue 13 195 207 1,821,426 $5,175.05 $2.84

Venue 14 139 938 1,535,087 $5,892.13 $3.84

Venue 15 159 174 2,351,102 $6,862.57 $2.92

Totals 4,780 6,886 30,707,902 $90,498.57 $2.95

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