ANTONIO PEZZULLO 917.573.8833 / tpezz@planbmktgroup.com CASE STUDIES LENSCRAFTERS Background LensCrafters competed in a market dominated by low price retailers and fashion eyewear boutiques. By identifying a market segment of women who desired more fashionable frames but still wanted the convenience of a national retailer, we presented LensCrafters with an area for growth. Market Challenges Analysis of Len’sCrafters’ 35 million customer base revealed that their core customer segment spent less, but were highly loyal to the brand. These customers were not motivated by fashion, so any brand repositioning to expand customers beyond the core had to be done without alienating the traditional franchise. Marketing Solutions Using existing behavioral information that we enhanced with demographic/ lifestyle input, we successfully modeled brand and category attitudinal data to the entire LensCrafters database. The resulting segmentation, which yielded nine unique segments, allowed us to develop more relevant messaging based on distinct motivations and opportunity. Sophisticated new direct mail and print-focused communications were developed for the fashion-oriented expansion segment and emphasized designer frames, reality-based fashion models and highly designed creative concepts. Communications to core customer segments were designed to reinforce value, doctor loyal, convenience and service. The segmentation also provided the basis for aggressive testing to eliminate unproductive communications, focus on moving medium value segments to higher revenue tiers, and readjust frequency loyalty mailings to optimize results. Results Lenscrafters successfully expanded their customer base with minimal attrition of core customers. At the same time, incremental ROI over a 12 month period increased by over 300% and costs were reduced 20% through the elimination of unproductive deciles from direct communications. ------------------------------------------------------------------- ADT SECURITY SERVICES Background The best time to sell security services is when people are buying new homes and feel an increased need for security. But in the fall of 2007, homes sales were down nearly 13% and property crime rates were down almost 14%. Market Challenges Research showed that consumers recognized ADT as a premium burglar alarm services company. But actually, ADT protects consumers from the dangers of fire and carbon monoxide as well. Marketing Solutions To broaden awareness and significantly increase sales in an otherwise repressed market, ADT created a comprehensive campaign that dramatically demonstrated how ADT’s 24/7 monitoring is essential for both new and existing homeowners and business owners, not only because of its burglary protection, but because of its fire and carbon monoxide protection as well. To maximize credibility, ADT let the consumers do the talking, in a TV campaign called “Real Stories, Real Results”. And to highlight ADT’s superior technology, every touch point contained a technologically sophisticated code graphic that underscored ADT’s flagship message, “Always There”. Media emphasis concentrated on broadcast TV, print, DM and additional support through the online channel. All channels demonstrated ADT’s benefits beyond burglary. Secondary channels micro-targeted specific audiences for which the various benefits would be most relevant — always emphasizing the value of total security solutions. ADT also held a presence in high traffic venues, public relations events and sponsorships which generated consumer buzz and even more credibility through second party exposure. (Sports sponsorships in golf, basketball, hockey and sports shows.) Plus, public relations efforts on TV talk and news shows helped ADT showcase their comprehensive capabilities and their Consumer Digest Best Buy Ranking. Overall, ADT presented a compelling message and presented it consistently across a changing market. Results 2007 was a year most home security companies would have been happy to just maintain sales. ADT Security was one of the nation’s few companies that enjoyed an increase in revenue in 2007 of 3.5%. Concerted marketing efforts propelled ADT to #1 in the 65 billion dollar industry, helping ADT become the world’s largest electronic security provider with over 7 million customers and over $8 billion in worldwide revenue. 917.573.8833 / tpezz@planbmktgroup.com