PowerPoint - Market First, Inc.

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Why Market First
 We Work with a Retailer’s Call Center or the Market First
Preferred Call Center to Maximize their Effectiveness by Offering:





Scripting Advice to help Close Sales
Satellite Industry Education to Create Stronger Employees
Coaching to Improve Customer Service
Training to Overcome Objectives and Retain Customers
Teaching them to Accept, Manage, Close and Follow up with Each Call
Because of it’s Major Impact on Controlling the Cost per Subscriber
 We Specialize in Growing Medium to Large Retailers and Helping
Them Realize their Potential by:
 Ensuring Best Business Practices are in Place
 Establishing Realistic and Achievable Goals
 Coordinating the Sales Effort with Operations to Maintain Steady, Profitable
Growth
 Implementing a Sales Tracking Program to Monitor both Call Center and
Advertising Effectiveness
 Building Customized Advertising Plans that Work
Market First Background
 Founded in 1995, Market First is a top direct marketing agency
in Atlanta, specializing in marketing and advertising programs in the
business-to-consumer environment. Advertising solutions include
customer acquisition programs, customer retention, frequency
marketing, direct mail, print advertising and point of sale fulfillment.
 In 2001, the Atlanta Business Chronicle recognized Market First as
one of Atlanta's 50 fastest growing private companies. Market First
was also recognized in 2002 by INC Magazine as one of the fastest
growing private companies in America, ranking #78. Our clients
include regional and national accounts in the Automotive, Restaurant,
Real Estate, Optical and Satellite TV categories.
 We have over 12 years of successful satellite advertising experience.
We know how to reach, motivate and get the prospect to buy.
Market First Objectives
 Offer DISH Retailers a Program with Real Value
 Provide Retailers Centralized Buying Advantages for
Numerous Advertising Options
 Offer Timely Co-Op Compliance Solutions and Filing
 Increase Retailer Business Productivity and Profitability
 Solve Marketing Challenges at the Retailer Level
 Increase Overall DISH Sales
 Decrease Cost Per Sale
 Reduce Customer Churn
 Identify Retailers with Potential and Grow their Business
Market First Benefits to Retailers
 We Offer Unbiased Advice, Solid Recommendations and Proven
Solutions to Help Drive Sales.
 We Integrate Advertising, Call Center, Sales, Installation, Tracking,
Churn Management and Operations Processes.
 We have Call Center Experts in Scripting, Sales Closing Techniques,
Retention and Evaluation Processes that Help Retailers Improve.
 We Custom Design Each Marketing Campaign for Each Retailer with
Competitive Edge Advertising by Utilizing a Historical Satellite Sales
Database for Campaign Recommendations.
 We Have In-House Direct Response Creative Design Experts to Help
Drive Maximum Calls Through Creative Techniques.
 We Offer Complete Sales Tracking and Campaign Analysis to Help
Retailers Improve Month after Month.
Campaign Philosophy
 We Begin with an Exploratory Call to Review Overall Retailer Ability,
Sales Goal, Market Preference, Budget and Call Center Aptitude.
 A Strategic Campaign is Developed, Customized and Presented to
Each Individual Retailer for Review and Approval.
 We Match Available Advertising Options to our Historical Satellite
Database. Each Campaign Provides Detail that Outlines Budgets,
Strategies, Tactics, Marketing Dates, Targeted DMAs, Circulations,
Total Cost and Associated Print and Execution Deadlines.
 Our Customized Campaigns Include Multiple Advertising Vehicles
and Opportunities Including First Right of Refusal, Pre-Selects, Fill
in/Remnant and Performance Based Metrics.
 We Follow Up with Call Forecasting Calendars, Call Center
Coaching and Post Campaign Analysis.
Customized Campaigns
 Turn-Key Solutions and Detail for Each Retailer’s Campaign
Provide Summary of DMAs
by Date and Circulation
Include Tactic Media by Date and Circulation
Media
Envelope Mailer Remnant Select
National Inserts (FSI)
In-Home Week
Circulation
1/1-1/31
1,000,000
1/4/09
295,000
Targeted Direct Mail
1/5-1/12
5,000
Remnant Inserts (FSI)
1/11/09
100,000
Regional W rap Pages
1/11/09
275,000
National Inserts (FSI)
1/18/09
300,000
Inside Remnant W raps (NE)
1/25/09
575,000
National Inserts (FSI)
1/25/09
200,000
Total Circulation
DMA
COUNT
2,750,000
We Offer Call Forecasting to Allow for Proper Staffing
Decreased Abandon Rates and Increased Close Rates
January
IHW
1/4/09
1/11/09
1/18/09
1/25/09
Phone #
5
6
7
8
9 10 11 12 13 14 15 16 17 18 19 20 21
22 23 24 25 26 27
800-123-4570 45 114 114 72 37 25 24 24 19 18 18 13 12 12 12 7 6
6 6 6
800-123-4571
31 79 79 50 26 18 17 17 14 12 12 9
800-123-4572
41 104 104 66 34
800-123-4573
45 114 114 72 37 25 24 24 51 97 97 63 38 30 29 65 123 122 84 50
28 29 30 31
6 1
8 8 8
5 4
23 22 22 18 16
46 118 118 74
38 78 148 141 95
IHW 1/11/09 IHW 1/18/09 IHW 1/25/09
4 4
16 12
39
59 16
Total Est
Calls
599
407
478
395
1,879
ALEXANDRIA
AMARILLO
ATLANTA
BANGOR
BATON ROUGE
CHATTANOOGA
CINCINNATI
CORPUS CHRISTI
DALLAS-FT. WORTH
DAYTON
EVANSVILLE
GAINESVILLE
HOUSTON
TOLEDO
TRI-CITIES
WILMINGTON
GRAND TOTALS
20,000
3,600
5,000
20,000
15,000
10,000
16,000
75,000
74,000
158,000
20,000
396,000
250,000
9,500
11,000
50,000
1,133,100
COUNT
10,000
17,000
75,000
30,000
11,500
10,000
95,000
22,000
15,000
200,000
4,000
100,000
300,000
889,500
TOTAL
COUNT
COUNT
15,000
135,000
175,000
30,000
3,000
15,000
25,000
13,500
250,000
19,250
22,150
6,000
18,500
727,400
35,000
148,600
22,000
270,000
45,000
43,000
42,500
110,000
182,500
180,000
285,000
615,250
272,150
19,500
129,500
350,000
2,750,000
Call Center Consulting
 Improving Call Center Operations and Staff






Consulting Levels to Meet Each Retailer’s Competency
Product Training and Development
Tracking Performance and Enhancement
Weekly Conference Calls with Staff
On-Site Training and Testing
Recruiting and Interviewing Deployment
 Increasing Call Center Productivity and Sales





Call Overflow Solutions
Scripting Assistance Including Products and Offers
Closing and Pre-closing Skill Development
Sales Training to Increase Product Upgrades
Customer Satisfaction Indexing and Churn Reduction Programs
Sales Tracking and Campaign Analysis
Client
Month
In Home
Week
Advertising
Budget
Cost Per
Call
Abandon
Calls
% Abandon
Sales Calls
Answered
Sales
Closed
Close Rate
Cost Per
Sale
1
Oct
10/23/08
$20,000
2
Oct
10/23/08
$20,000
800
$25
16
2%
784
141
18%
$142
667
$30
13
2%
653
137
21%
$146
3
Oct
10/23/08
4
Oct
10/23/08
$15,000
536
$28
21
4%
514
82
16%
$182
$30,000
938
$32
47
5%
891
169
19%
5
Oct
$177
10/23/08
$20,000
714
$28
14
2%
700
165
24%
6
Oct
$121
10/23/08
$15,000
600
$25
24
4%
576
115
20%
$130
$120,000
4,254
136
3%
4,118
810
Totals
Sample Campaign
HH Count,
100,000
HH Count,
5,000
HH Count,
275,000
HH Count,
1,000,000
Gross Calls
Envelope Mailer
Remnant Select
Advertising Response and Sales Dollars are
Tracked by Month for Big Picture Performance.
Response/ Abandons/Conversions/CPS
Inside Remnant
Wraps (NE)
National Inserts
(FSI)
Regional Wrap
Pages
HH Count,
795,000
Remnant Inserts
(FSI)
HH Count,
575,000
Targeted Direct
Mail
Retailers Markets and
Programs can be
Tracked in Detail
Cost of Acquisition by Month
$200
$175
$150
$125
$100
Jan
Feb
Mar
Apr
May
$148
Jun
Jul
Aug
Sep
Oct
Nov
Dec
 Post Campaign Analysis for Each Retailer and Campaign are
Used to Improve On-going Marketing Efforts
Unique and Real Value
 We Fully Understand the Complete Sales Cycle and Cost of
Satellite Subscriber Acquisition. Utilizing our Knowledge and
Experience, We Train, Assist and Improve Retailer’s
Operations, Marketing, Call Center, Sales and Retention Efforts.
 Our Evaluation, Tracking and Analysis Processes Clearly Define
the Retailers Strengths and Weaknesses. We Teach
Accountability Practices at All Levels of the Business so the
Retailers can Reach Their Maximum Potential.
 All This, Combined with Our Experience in Aligning Effective
Campaigns and Sales Strategies with Each Retailer's Ability,
Makes Us Unique and a Valuable Asset to Every Retailer We
Work With.
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