PUSH PEOPLE IN STORE TO TEST

DRIVE A NEW LAPTOP

AGENDA FOR TODAY

1. Understanding the target audience

2. Our recommendation

3. Other ideas

45% are people with children in HH45% are people with children in HH

44,000 (29%) of all people in the Cairns

area

44,000 (29%) of all people in the Cairns

area

17% 1 child

14% 2 children

9% 3+ children

40%Women

26%25-34 yrs

26%25-34 yrs

18%50-64 yrs

18%50-64 yrs

12%18-24 yrs

12%18-24 yrs

10%65+ yrs

10%65+ yrs

26%35-49 yrs

26%35-49 yrs

64% Will research a Laptop or online

“I want to buy a laptop”

“I want to buy a laptop”

Target audience

Roy Morgan Dec 2011

Media consumption80% agree

“To me the internet is far more an

information tool than an

entertainment tool”

Google 80%Facebook 58%Hotmail/Live 42%YouTube 37%Google Maps 44%

Google 80%Facebook 58%Hotmail/Live 42%YouTube 37%Google Maps 44%

Roy Morgan Dec 2011

Online Usage Trends

Channels for product engagement

Source : Nielsen NetView February 2011

Computers & Consumer Electronics

Search Engines/ Portals and

Communities

Computers and consumer electronics

are one of the stickiest categories online

Our recommendation

1. Outdoor advertising to drive quality traffic to our landing page

1. SEM to capture users already researching a new laptop

Online targeting has evolved

Introduction of Cadreon

•Buying inventory in real-time using progressive learnings

and data to optimise and refine as the campaign progresses

•Provide further insight into audiences and share these learnings

directly•Drive cost efficiencies across the entire campaign through real time

optimisationFor more information please visit http://cadreon.com.au/

Cadreon is not a single network/publisher, it is a software based aggregation, optimisation and data management platform. An evolution in the way we buy digital media.

Old style: planning pre-allocated chunks of budget based on historical results.

New style: sophisticated technology holds budget and dynamically allocates it impression by impression based on best performing inventory sources in real-time.

AD EXCHANGES&

VIDEO NETWORKS

AD NETWORKS ENDEMIC SITES

Direct buys

PORTALSAUDIENCE

RESEARCH & TARGETING

Dynamic allocation of budget between inventory sources based on

performance

Constantly testing inventory sources and storing client specific data

Sophisticated software based media buying

Cadreon can hyper target by geographic location, showing specific marketing messages only to each Cadreon can hyper target by geographic location, showing specific marketing messages only to each specific location. This allows messages to be tailored based on branch, town, city etc. and eliminates specific location. This allows messages to be tailored based on branch, town, city etc. and eliminates wastage. wastage.

Target consumers who live in specific areas with specific messagingTarget consumers who live in specific areas with specific messaging

Block certain areas from receiving marketing and communicationsBlock certain areas from receiving marketing and communications

Powerful geo-targeting capability

CADREON

Activation Dates:Campaign Start: 06/05/12 Campaign End: 19/05/12

Budget:Cadreon - $7,200

Objectives: • Cost effective traffic generation to specific Landing page landing page

• Drive users in-store through coupon based promotion available on the landing page

• Maximised campaign reach and frequency

Target Market and Audience: • Geo-targeted to Cairns internet users only

Campaign Optimisation : •Cadreon will optimise this campaign based on web sites and environments which deliver the most cost effective clicks and user interactions on the landing page

Budget Allocation – geo targeted to Cairns

*Due to the natural fluctuation of bidding prices in a dynamic CPM environment, Cadreon cannot predict or guarantee impression volumes or CPM.*The above budget allocation will change depending on the performance of each placement.*Please note that ad serving charges are not included in the Cadreon budgets.

Forecasted Numbers

“Direct Response”

*All the figures above have been forecasted based on industry average “CTR” and “Conversion Rate”. Above figures will be used as goal posts to assess the campaign.Direct Response - The campaign will be assessed on the volume of clicks and the effective CPC.

Budget and forecast

Every 12 seconds for a carEvery 20 seconds

for clothing

Every 24 seconds for InsuranceEvery 30 seconds

for a recipeEvery 40 seconds for a

news article

Every 1 second for a Computer or

Laptop

Why search?

Over 90% search for

products on Google

Reprise Media is part of the world’s premier marketing communications and media company – MediaBrands -

who are owned by Interpublic Group (IPG).

With over 6500 communication specialists, spanning 90 countries and more than

$30 billion in global media billings, MediaBrands enables Reprise Media to access world class knowledge

and information networks.

Reprise Media exclusively services Initiative and UM clients as well as having direct client relationships

across all industries.

SEM, SEO and social media experts

KENSHOO - Bid Management Tool ADGOOROO – SEM Intelligence Industry Trends & Benchmarking

Google Analytics & Traffic Analysis Proprietary IPG Research Tools Industry Research Tools

METRICS CATEGORY LEADERSPANASONIC

We’ve got the tools

Case studies

41% additional monthly clicks

14% additional monthly clicks

35% additional monthly clicks

62% additional monthly clicks

27% additional monthly clicks

1 Month

3 Months

3 Months

2 Months

2 Months

CTR up from under 1% to 5%

Monthly Revenue up from 214%

Test Drives up 15%

CTR up from under 1% to 7%

Test Drives up 64%

39% reductionin CPC’s 3 Months Conversion increase by 34%

SEARCH

Activation Dates:Campaign Start: 6/05/12 Campaign End: 19/05/12

Budget:$7,800

Objectives: Target all users in Cairns with use of keywords

Target Market and Audience: • Geo-targeted to target users within 50kms of Cairns

Campaign Forecasts:• $7,800 / $2.20 CPC = 3,545 clicks

Deal Type Category Creative Sizes Buy Type May Impressions /clicks Total Cost

Cadreon General Interest Prospecting

General interest prospecting across Cadreon network.

Standard Banners (728x90, 300x250, 160x600) CPM 1,500,000 $ 6,750

Cadreon Dynamic Re-targeting Re-targeting based on users original interest and actions

Standard Banners (728x90, 300x250, 160x600) CPM 75,000 $ 450

Search Google NA CPM 3,545 $ 7,800

$ 15,000

Proposed media schedule

Creating a splash page

In-house creative agency Airborne to design and build a splash page with functionality to download up to 3 coupons.

Estimate includes: • Design of a splash page with 2 rounds of feedback• Build of the splash page• Build of functionality to download coupons. Up to three

max. Coupons to be downloaded as PDF’s• Creative supervision and project management• URL set up and hosting for 1 month (additional hosting

charge at $150 per month) TOTAL ESTIMATE: $ 2,500.00 + GST

Visit http://airborneagency.com/ for more examples

Newspaper insertsActivation Dates:Campaign Start: 6/05/12 Campaign End: 19/05/12

Publication: • Cairns Post• Monday to Friday readership 73,000• Saturday readership 105,000

Target Market and Audience: • Cairns total coverage (full run within Cairns Post)

Activity Summary:• Distribution: M-F 28,900 @ $105.00/000 = $3,034.50

OR Saturday 49,000 @ 118.25 = $5,795.25 Sat

•Production TBC

• Total cost: M-F $3,034.50 + Production

Saturday $5,795.25 + Production

Max single sheet insert: 390mm deep x 285mm wideMax folded insert (4 pages): Folded to 390mm deep x 285mm wide

AdNotes Activation Dates:Campaign Start: 6/05/12 Campaign End: 19/05/12

Publication: • Cairns Post Saturday

• Saturday readership 105,000

Target Market and Audience: • Cairns total coverage (full run within Cairns Saturday)

Activity Summary:• Distribution: 28,900

• Production TBC

• Total cost: $1,500 + Production

* Based on 75x75mm

Direct mail Activation Dates:Campaign Start: 6/05/12 Campaign End: 19/05/12

Target Market and Audience: • Cairns total coverage

Activity Summary:• Distribution: 32,850 @ $40.00/000 = $1,314

• Freight: 32,850 @ $5.00/000 = $164.25

• Production 32,850 @ $1,800*

•Total cost: $3,278.25

* Based on A5 flyer, double sided full colour