N a t i o n a l K i t c h e n a n d B a t h M o n t h

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Consumer Targets from MSG

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Introduction

Table of Contents Your Blueprint It’s a great time for home improvements. There’s a chill in the air and it’s time to take care of those projects, big and small, as the seasons change. You’ve invested in extensive business and/or consumer data and we believe that information is power. Start fourth quarter off strong for your advertisers and consumers by using your data to produce business leads, revenue ideas and target consumers. We can help design your product blue print to fit local businesses and consumers. We know that competition for media buying is fierce. Information and laser targeting can be your secret weapon to sales success. We provide data-informed solutions for your sales and marketing opportunities. If you find something that works for your team, send us a note so we can share your success.

Lead Renovation

Targeting Look for the idea icon throughout this guide to view some great information from MSG and our business data partners!

If You Build It…

October Calendar

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Step One Request Your Business and Consumer Targets from MSG

Home improvements are growing. According to an article this spring by Freddie Mac, home improvement in 2016 is projected to increase over 7 percent on a year-over-year basis topping the previous peak in the mid-2000s.

Lead Renovation

Score Big with Data-driven Prospecting. Pull leads from the Business Targets recommendations below and you’ll find some great prospects to sell all your home improvement related revenue programs. From CP-ADS™ sales leads can be pulled by geography, territory, or specific business demographics. Our PAR Score allows your reps to prioritize leads by advertising potential. The At-Risk Report quickly identifies customers who you are at-risk of losing. Look-a-Like Leads displays businesses that look like your current accounts but are not currently advertising. “Remember to check the business anniversary dates and see if any of your home improvement related businesses are celebrating significant events this Fall.”

Key Home Improvement MIC Codes:

According to REMODELING Magazine's 2015 Window Cost vs. Value Report, a mid-range vinyl window replacement will cost you $11,198, based on the replacement of 10 windows in a typical home. The good news: The replacement will add $8,163 to the home's value. That's a 73% return on investment!

https://www.simonton.com/Articles/Index/how%20much%20do%20home%20replacement%20windows%20cost/

• Remodeling spending is expected to reach $325 billion by early 2017 • On average, homeowners report that a kitchen remodel costs $20,301. A smaller project

between $10,000 and $15,000 may include painting walls, refacing cabinets, upgrading the sink, and installing a tile backsplash.

http://www.marketwatch.com/story/why-move-more-homeowners-are-remodeling-instead-2016-04-27 http://www.homeadvisor.com/cost/kitchens/remodel-a-kitchen/

Yes, they will come, but only if you provide the best targets for your advertisers.

MSG’s Marketing Management System (MMS™) provides a dynamic tool to target consumers in your market. We link consumer household data with your customer file so that you can successfully target new customers, retain existing ones, and build new products and revenue. Experian℠ household demographic data includes Mosaic lifestyle groups to finely target your audience.

Did you know that your MMS system includes the year the home was built? Perfect for targeting older homes for remodeling projects.

Available in

• Year Home Was Built • Home Value • Length of Residence • Do It Yourselfers • Home Decorating • Gardening

If You Build It…

Learn More About Mosaic™ Segmentation

According to a RealtyTrac analysis, 6.6% of all

single-family and condo sales in the first quarter of 2016 were flips. That’s up

20% from the previous quarter and 3% year over year. And the number of flippers grew by 8% from the

first quarter of 2015. http://fortune.com/2016/06/02/house-flipping-sales/

Household Demographics

Looking to find households who may be more likely to invest in home remodeling?

The Experian consumer data available in the Marketing Management System (MMS) contains a wide variety of household demographics including Mortgage Type/Term information. Your home improvement advertisers might consider marketing to households using a combination of Length of Residence, Current Mortgage Amount, and Home Value as potential targets. Another group of consumers that would be excellent targets for remodeling would be investment properties combined with year home built.

+ Average Transaction Size According to Channel

Source: NRF Communities Post-Holiday Retailer Survey (January 2016)

http://www.improvenet.com/r/costs-and-prices/home-remodeling-cost-estimator

Perhaps the most popular room in the entire home to remodel is the bathroom. Whether you want to replace the shower or change the layout, it requires contractors, electricians and plumbers. Expect to pay around $10,410 to remodel this room.

+ Email Marketing There’s Lots of Competition

©2016 Experian Information Solutions, Inc. All rights reserved.

When Were Inboxes Most Crowded?

• Inboxes will be crowded. Avoid the rush where possible.

• No specific theme is better than others—stay true to your brand and remember to segment and personalize

• Mobile promotions in emails had good engagement, but (expectedly) low revenue

• Percent-off offers drove the most engagement and revenue (but they were also richer, giving up more margin)

• It’s never too early to start planning! Growing a great program takes time to cultivate and nurture

©2016 Experian Information Solutions, Inc. All rights reserved.

Email Marketing

Key Takeaways

Marketing Solutions Group has provided The Post and Courier with a wealth of consumer information in their MMS™ tool. They’ve been working closely with us and our email vendor to develop campaigns targeted to audiences based on lifestyles and interests in our market. We are very pleased with the analysis and support that MSG has given us. -Andy Morgan | The Post and Courier | Circulation Sales and Marketing Manager

Appliance Stores

Media outlets have access to detailed manufacturer co-op plan information. Sales reps or co-op coordinators can pinpoint the best sales opportunities for their markets. Information such as accrual rates, reimbursement percentages, co-op contacts, media type descriptions, promotions and ad materials make for strategic information that sales reps can turn in to advertising dollars.

http://www.recas.com/marketing/what_is_recas/#whatRecas

Over the last three years, Recas has helped media companies place over $90 million in co-op advertising dollars.

http://www.recas.com/marketing/what_is_recas/#case

A partnership between a manufacturer and a retailer to share the cost of advertising as the local level and increase product sales.

A way for your media company to bring in new advertisers, increase the size of current ad contracts and improve client relationships.

A way for you to get “free” money to help your advertisers run ads on brand names.

http://www.recas.com/static/downloads/Recas_WhatisCo-op.pdf

This month a good category of business to nail down on the co-op front would be appliance stores. Nearly every brand in the appliance arena has some form of advertising support for its dealer base with some being quite lucrative.

http://blog.creativeoutlet.com

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October: Kitchen and Bath Month

We’ve mined many resources and have found lots of dates for special targeted promotions. You can add our reminder dates to your calendar by hitting Sync Your Calendar. Special thanks to our business data partners Experian and Hitwise and the National Retail Federation for their many, many resources for retail planning.

Sync Your Calendar

Recommended Co-op Dates

Saturday, 10/01/2016 CO-OP TIP: Amarr Garage Door

Sunday, 10/02/2016 CO-OP TIP: Benjamin Moore Paint

Wednesday, 10/05/2016 CO-OP TIP: Flexsteel Furniture

Saturday, 10/08/2016 CO-OP TIP: Marvin Windows

Sunday, 10/09/2016 CO-OP TIP: Tarkett Flooring

Wednesday, 10/12/2016 CO-OP TIP: General Electric Appliance

Saturday, 10/15/2016 CO-OP TIP: Karastan Carpet

Sunday, 10/16/2016 CO-OP TIP: Kitchenaid Appliance

Wednesday, 10/19/2016 CO-OP TIP: Masterbrand Cabinet

Saturday, 10/22/2016 CO-OP TIP: Owens-Corning

Month-long Events

• Kitchen & Bath Month • Breast Cancer Awareness Month • Fire Safety Month • Book Blitz Month • Celebration of Life Month • Learn to Ski/Snowboard Month • Shape Up US Month • Teen Driving Awareness Month • Train Your Dog Month • Blood Donor Month • Brain Teaser Month • Financial Wellness Month • Creativity Month • Get Organized Month

Special Events

• World Vegetarian Day (Oct 1) • Denim day (Oct 3) • National Diversity Day (Oct 7) • World Smile Day (Oct 7) • Fire Prevention (Oct 9-15) • Mental Illness Awareness (Oct 2-8) • Child Health Day (Oct 3) • World Teachers’ Day (Oct 5) • World Food Day (Oct 16) • Dictionary Day (Oct 16) • Food Bank Week (Oct 16-22) • United Nations Day (Oct 24) • Halloween (Oct 31)

October Revenue Ideas

Did you know October is Fire Safety Month? This is a great time to partner with home improvement retailers to promote this and ways to upgrade smoke detectors, fire extinguishers, and other fire safety tools and alarms. October is the perfect time to “winterize” your yard in preparation for Spring and to help it recover from the long, hot Summer. This is a great time to partner with local lawn and garden, home improvement, and landscaping companies to promote this necessary activity for all homeowners. It’s also time to “winterize” your home! Obviously, heating costs will be going up soon, so October is a great time to partner with local retailers to promote things like roof repair, fireplace cleaning, proper insulation, and even exterior painting in order to make the home “draft free”!

YOUR ACTION PLAN Step One Request your Business and Consumer targets from MSG

CO-OP Don’t forget to incorporate Co-op into your sales presentations. These companies love to reach Sports Fans and have co-op plans available. Look to your ReCas® systems for additional information.

• Amarr Garage Door • Benjamin Moore Paint • Flexsteel Furniture • Marvin Windows • Tarkett Flooring

Step Two Develop your plan of attack for your advertiser or subscriber offer– Print, Email, or Direct Mail. MSG will help you find your best household targets based on preferred communication, triggers, and interests. Step Three Deploy and use the MMS™ Database to track results. Our Retention Report tracks subscription starts by source and follows them through their subscription cycle.

October is also a great month for yard sales! It‘s a good time to promote private party ads for individual, group, or neighborhood garage sales. It’s also an opportunity to develop this theme in to an annual newspaper event for your readers, advertisers and potential advertisers. Run a subscription acquisition theme for home improvement. Use a gift card from a local home improvement retailer as an incentive to subscribe. Use your Mosaic and TrueTouch information through MMSTM to target the most likely households to subscribe, as well as their preferred sales channel preference.

Share Your Revenue Idea and, if we publish it, you’ll get a $25 Amazon Gift Card!

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Let us customize a program for you. Call us and we can brainstorm ideas and provide leads to get the best sales targets and we can completely customize and deploy turn-key programs for direct mail, telemarketing and email marketing to help you grow subscribers to your print and digital publications.

We love to grow revenue! -both business to business and business to consumer.

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Robin Footdale Director of Sales and Training robin@askmsg.com Brian Hammons User Interface Engineer brian@askmsg.com

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