| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 1

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 2

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 3

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 4

What do you

suppose

these people

have in

common?

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 5

Other than

the fact that

they are

men, age 25-

35, probably

not much.

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 6

And what do

you suppose

these people

have in

common?

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 7

Age 30-35,

married, two

children

between 5 and

8 years old,

travel for

family

vacations, earn

at least

$100k/year,

college

educated,

white collar

professionals,

use at least 2

credit cards,

rent cars, travel

by air, pets in

household,

shop for

clothes online,

music

enthusiasts,

drive imported

cars……

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 8

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 9

The point is:

Why does your

agency make you

pay for this….

…when what you

want is this?

© 2011 Proceed Media Group. All rights reserved. 9

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 10

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 11

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 12

When they go looking for your ideal customer amongst the

2,100 stations, seven days, eight day parts and thousands of

programs it’s like they’re trying to find Waldo.

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 13

Using the same technology

these guys used…

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 14

when this was the most

popular show on TV.

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 15

and they’re doing it with

your money.

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 16

Why agencies keep talking about

the great rates they get for you...

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 17

is because they can’t talk to you

about a better way to find Waldo.

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 18

The fact is: targeting works

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 19

It works for direct mail

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 20

It works for online

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 21

And it works for TV (if you can do it).

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 22

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 23

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 24

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 25

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 26

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 27

“Reports of the death of TV have

been greatly exaggerated”

– Mark Twain (not really)

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 28

But I digress…

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 29

Try asking your agency how many new customers you

got for every dollar you spent through them….

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 30

They will say things like “TV’s true ROI

cannot be measured” or…

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 31

TV is all about “mindshare” and “awareness”

and other “unmeasureables”…

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 32

*Gross Rating Points and Target Rating Points – the number of people that might look

something like your ideal customer that were possibly watching the show your

advertisement ran on. Seriously, that is what passes for measurement.

Try using that to make payroll….

Or better yet, they measure GRPs and TRPs*

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 33

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 34

Besides the government.

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 35

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 36

In reality, intelligent companies do this all the

time because…

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 37

These guys tell them

it’s “branding”.

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 38

…and say it can’t be

done any other way.

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 39

And these guys

would never lie.

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 40

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 41

Of course it is.

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 42

But why does “branding” mean “don’t measure”?

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 43

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 44

Absolutely.

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 45

TV’s impact is reliable, durable and predictable.

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 46

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 47

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 48

So what are you going to do now?

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 49

Keep trusting what the experts tell you?

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 50

Because they are the experts, after all.

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 51

And the experts are never wrong…

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 52

"The concept is interesting and well-formed, but

in order to earn better than a 'C,' the idea must

be feasible."

- A Yale University management professor in response to Fred

Smith's paper proposing reliable overnight delivery service.

(Smith went on to found Federal Express Corp.)

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 53

"$100 million dollars is way too much to pay for

Microsoft."

- IBM, 1982

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 54

“We don't need you. You haven't got through

college yet.”

- Hewlett-Packard's rejection of Steve Jobs

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 55

Or you can go where nobody has gone before.

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 56

Well, that’s not true…

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 57

We’re there today.

| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 58

Call us if you want to talk about it.