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Christopher Snyder Chief Executive Officer Spectrum eCommerce October 1, 2008 Gannon University Executive On Campus Program Overview Personal and Career History Introduction to Spectrum eCommerce Direct Marketing vs. Brand Marketing Internet Marketing Spectrum’s Internet Properties Our Partners Anecdotes Closing Thoughts Q&A Personal and Career History Education Burrell High School, 1977 Gannon University, 1981 – B.A., Communication Arts The American College, 1992 – Chartered Life Underwriter (CLU) The American College, 1996 – Chartered Financial Consultant (ChFC) University of Santa Monica, 1996, M.A., Psychology Personal and Career History Career Path 1981 to 1984, Acacia Financial Group, Pittsburgh, PA – Sales Associate 1984 to 1986, First Annuity Corp. - Los Angeles – Marketing Manager 1986 to 1999, Spectrum Funding Corp., - Los Angeles – Managing Director 2000 to Present, Spectrum eCommerce - Orange County, CA – CEO Personal and Career History Community Involvement Emmaus Ministries, Erie, PA – actively involved in work to support the homeless and those in need Erie Technology Incubator – Mentor Group Personal and Career History Other Stuff Avid participant in wilderness travel throughout North America Mountaineering Kayaking and Canoe Cave Exploring Open Water Distance Swimming Events Long Distance Cycling Events Introduction to Spectrum eCommerce Inc. 5,000 Company 2007 # 1,138 on the Inc. Magazine 5,000 3 year growth rate of 324% 2008 # 1,009 on the Inc. Magazine 5,000 3 year growth rate of 366% Introduction to Spectrum eCommerce Internet Focus Drive consumers to our websites eCommerce transactions Sell sales inquiries (“leads”) to clients and buyers Some involvement in call center sales Introduction to Spectrum eCommerce Direct Marketing Internet Marketing (primarily) Direct Mail Direct Response Television Direct Response Radio “Call to Action” Direct Response via Internet (some phone) Not “Brand Marketing” Introduction to Spectrum eCommerce Alignment with National Brands Instant Credibility with Consumers High Quality Offers Financial Services Industry (primarily Insurance) Direct Marketing vs. Brand Marketing Direct Marketing - Characteristics Designed to elicit an immediate, direct response from consumers “Click Here – Buy Now!” “Call by Midnight Tonight!” Physical products are shipped direct to consumers Intangible products (Insurance) are web-based & phone-based Is frequently very measurable and track-able Direct Marketing vs. Brand Marketing Direct Marketing - Methods eCommerce – Internet offers Direct Mail Call Centers (toll free numbers; process orders) Catalogs Direct Response TV and Radio Direct Marketing vs. Brand Marketing Direct Marketing - Examples L.L. Bean – clothing catalog Video Professor – computer lessons Spectrum eCommerce web properties – screenshots to follow Direct Marketing vs. Brand Marketing Direct Marketing - Characteristics Build reputation and familiarity with product and or company Longer term investment in advertising Little or no capability to measure results precisely Most sales occur in “bricks and mortar” establishments Exceptions: Big web brands (eBay, Amazon, etc.) Direct Marketing vs. Brand Marketing Brand Marketing - Methods TV Radio Print (newspaper, magazine) Billboards Transit (bus, subway, taxi) Direct Marketing vs. Brand Marketing Brand Marketing - Examples Tide laundry detergent Levi’s jeans Chevrolet Coca-Cola We don’t call a toll-free number to order a Coke Internet Marketing Measurable! (for us “NumberCrunchers”) Email Search Engine Brand Marketing Web Display Direct Marketing Affiliate Marketing Both conducted on the Internet Internet Marketing 2 Ways “Owners of Advertising Inventory” Get Paid Up Front on a “CPM” basis – paying for impressions Back End on a “Performance” Basis – paying for results (Affiliates) Internet Marketing Email Sales offers to 3rd party lists Sales offers to “house” list of prospects who visited your site Up-Selling and Cross-Selling to existing customers Customer loyalty email campaigns Internet Marketing Search – 2 Types – – – – “Natural” also known as “Organic” Search Search Engine algorithms rank site pages Consumers see links in search results pages Can be an extremely slow process to achieve rankings – – – – “Paid” also known as “Pay Per Click” Search Advertisers pay on an auction basis to be included in “Sponsored Links” Consumers click sponsored links Can produce instantaneous results Internet Marketing Web Display Banners Rich Media – Flash, Video, etc. Rectangles Buttons Towers, Skyscrapers, Leaderboards Text Links Contextual Other standard ad units Behavioral Targeting Internet Marketing Affiliate Marketing – 3rd parties (“Affiliates”) are paid on the back end for results – Affiliates are Owners of Advertising Inventory – Using Email, Search and Web Display – Sophisticated tracking systems measure all aspects – Also known as “CPA” (Cost Per Action) Marketing – Also known as “Performance” Marketing – “Action” is defined in contract as “Sign-Up”, “Registration”, “Sale”, etc. Our Partners • • • • • • HSBC ING Transamerica Royal Bank of Canada Fidelity Life American General Life Our Partners HSBC ING Transamerica Royal Bank of Canada Fidelity Life American General Life Spectrum’s Properties • • • • • • • • • • • eLifePolicy.com LibertyDirect.com LifeQuick.com SpectrumDirect.com WeAreTermLife.com TransamericaForLife.com LinkValu.com eLifeMarketers.com WebHealthPolicy.com AutoPolicyWeb.com Policyology.com eLifePolicy.com LibertyDirect.com LifeQuick.com SpectrumDirect.com WeAreTermLife.com TransAmericaForLife.com LinkValu.com eLifeMarketers.com WebHealthPolicy.com AutoPolicyWeb.com Policyology.com Anecdotes Opportunity Doesn’t Knock Accidental Tenacity Intentional Tenacity Give Mrs. Rocchietta Her Money Give Simon His Money, Too “Chance Favors Only the Prepared Mind” – Louis Pasteur Live Deliberately and On Purpose. “Our deepest fear is that we are powerful beyond measure. It is our light, not our darkness, that most frightens us." - Marianne Williamson Neither do men light a lamp, and put it under the bushel, but on the stand; and it shineth unto all that are in the house.” – Matthew 5:15 Christopher Snyder Chief Executive Officer Spectrum eCommerce October 1, 2008 Gannon University Executive On Campus Program