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Mark Mitchell

Mark Mitchell. Chief Relationship Officer mark.mitchell@canoe-ventures.com www.canoe-ventures.com April 6, 2011. What Canoe Ventures Has Done…. Canoe has built a national, interoperable Advanced Television platform…. What Canoe Ventures Has Done….

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Mark Mitchell

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  1. Mark Mitchell Chief Relationship Officer mark.mitchell@canoe-ventures.com www.canoe-ventures.com April 6, 2011

  2. What Canoe Ventures Has Done… Canoe has built a national, interoperable Advanced Television platform…

  3. What Canoe Ventures Has Done… …and has forged agreements with strategic network partners…

  4. What Canoe Ventures Has Done… …to launch the largest truly national ITV platform! AVAILABLE NOWIN 18+ MILLION HH • 18% of Multichannel HHs • 41%of Digital Cable HHs • 7 of the top 10 DMAs • 18 of the top 25 DMAs • 84 Total DMAs

  5. What is Interactive RFI

  6. TV viewers want interactivity During a commercial, today’s viewer wants to interact Request More Product Information 48% Request a Coupon 69% Request a Free Sample 73% Make an Instant Purchase 39% Source: Canoe Ventures/Harris Interactive Consumer Awareness & Receptivity Study. N=1,665 Q: How interested would you be in the following features, using your remote control, while watching a television program/commercial?

  7. US Mail remains a dominant force in connecting to consumers How would you prefer to receive coupons,samples or brochures? SampleCouponBrochure TextMessage 12% 8% Email 61% 54% US MAIL 91% 64% 73% Source: Canoe Ventures/Harris Interactive Consumer Awareness & Receptivity Study. N=1,665

  8. The Power of Request Sampling • The main cost of sampling is creating and distributing the samples themselves. • But when samples are not wanted, or not needed, they are often discarded. • Request sampling solves this huge issue: • Request samples are desired by the household • Request samples get used by the requesters • Request samples lead to trial and conversion

  9. Canoe Brings Scale and Sophisticationto Request Sampling • The impact and reach of national TV advertising used to drive sampling requests. • The ease of making a request though the simple click of a television remote. • The inherent power of a sample, delivered direct to a consumer’s mailbox. Combined to deliver sampling powerdirectly to highly motivated consumers

  10. Who might consider Canoe Sampling • Brands currently executing traditional request sampling programs • New product introductions with sampling plans • Brand restages, reintroductions withsampling plans • Brands with on-going sampling efforts • Brands with active trial-size manufacturingin place

  11. USPS Interactive Request Sampling Campaign

  12. USPS Interactive Request Sampling Campaign Campaign Dates: November 17 – December 20, 2010 Fulfillment Item: Holiday Flat Rate Shipping Kit Participating Networks: “Engagement and requests for more information exceeded our expectations; and the cost per lead was competitive with other forms of media.” Mark Bellissimo, managing director of Campbell Ewald

  13. Mark Mitchell Chief Relationship Officer mark.mitchell@canoe-ventures.com www.canoe-ventures.com April 6, 2011

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