Download LEAD GENERATION CAMPAIGN

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