Interactive Digital Marketing (IDM) SVMTPL New Delhi White Paper Version 1.0 Contacts: Saikat Ghosh saikat@teleshoppe.

com / +91.98103 03105

Interactive Digital Marketing (IDM)

OR How to Get Reach in 7 Easy Steps

SV Mobile Teleshoppe Private Limited RT-401, Third floor, Rajendra Mahaveera Tower Opp. Aurobindo College, Malviya Nagar, New Delhi 110017 +91 . 11 . 26692261 / 62 / 63 / 64 | www.teleshoppe.com | SMS MT to 53456

Interactive Digital Marketing (IDM) SVMTPL New Delhi White Paper Version 1.0 Contacts: Saikat Ghosh saikat@teleshoppe.com / +91.98103 03105

What is Interactive Digital Marketing? Indias 2011 marketing challenge is to generate higher response and sales rates from the same (or reduced) marketing budgets. IDM meets the challenge by cost-effectively closing every conceivable gap through which a purchase decision may slip through before the sale is closed Consumer behaviour Potential slip through point
Do I need an air conditioner in my house? Is a split A/C better or a window model? What are the features of a Fedders vs. LG vs. Voltas? I want a demo / feel the cooling power / EMI options Will I recommend a Fedders A/C to my friends?

The IDM Solution

Business Intelligence + product broadcasting Web / SMS query capture & response Design & Creative promotion + Response Management Sales lead generation + Point of Sale activation Social networks and Client outreach

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Business Intelligence: Validating, collating and classifying segmented consumer information relevant to purchasing your product Product Broadcasting: Using accurately targeted outbound calling, e-mail, search engine optimization and bulk SMS campaigns (push) to build Awareness, Interest and Demand Web / SMS query capture: Online enquiry forms and SMS keywords (pull) to receive customer queries, provide product / purchase information and kick-start the sales cycle Design and Creative promotion : Designing catalogue, posters, banners and collaterals to generate brand awareness and provide product information Response Management: Using dedicated response desks for telephonic/email/web support on to satisfy the consumers need for immediate information 24/7/365 and capture contact details Sales Lead Generation and PoS Activation: Outbound calling and eDM (electronic Direct Mailers) to draw potential customers to the Point of Sale and setting up the related stalls, event venues, contests and promotions Social Network building and Client outreach: Building word-of-mouth repeat sales through social networks, sending gifts and greetings on clients birthdays/anniversaries with regular product updates, service offers and upgrade schemes to keep them tied in with the brand

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Interactive Digital Marketing (IDM) SVMTPL New Delhi White Paper Version 1.0 Contacts: Saikat Ghosh saikat@teleshoppe.com / +91.98103 03105

Why Interactive Digital Marketing? IDM offers a fractional cost1, measurably lower wastage and high response tracking ability when compared to the traditional combination of mass media and below the line activity: 1. ATL or mass media (Low cost-per-contact, high wastage) 2. BTL promotions (High cost-per-contact, low wastage)

ATL
Newspaper/ Magazine TV Radio OOH Events PoS

BTL
Merchandise Loyalty Programs

Cost per contact = Rs. 0.08

Brand buyers = 10

Cost per contact = Rs. 2.35

Conversion to sales = 0.2 %

Product buyers = 100

Conversion to sales = 2.4 %

Category buyers = 500

Rs. 100 ad spend = 1.02 units sold

Rs. 100 ad spend = 2.5 units sold

Public at large = 1000

Rs. 100 ad spend = 11.45 units sold

Conversion to sales = 14.7 %

Cost per contact = Rs. 1.28

IDM
Business Intelligence Product Broadcasting Design & creative promotion Web / SMS Query capture Response Management Sales Lead Generation and PoS Activation Social Networks & client outreach

Calculated on average across a basket of 11 products including apparel, BFSI, consumer durables, Electronics, FMCG, Hospitality, IT, liquor, media, printers and telecom

Interactive Digital Marketing (IDM) SVMTPL New Delhi White Paper Version 1.0 Contacts: Saikat Ghosh saikat@teleshoppe.com / +91.98103 03105

What has changed in 2011? 2011 brings Indian sales and marketing teams a first-time opportunity to stay with the consumer at every step of the purchase process using IDM. This has become possible by combining the strength of creative, print, online, mobile, ground activation, response management and business intelligence. In the year 2008, India finally reached the critical mass for broadband internet, mobile penetration, social network media reach and ground activation capability which brings this inflexion point within reach. Mobile connections - TEN NEW GSM CONNECTIONS IN INDIA BY THE TIME YOU READ THIS SENTENCE :The Indian market set a new world record for organic monthly net additions in 2008 with an uplift of 9.99m every month, beating its own previous best of 9.90m. This is equivalent to 3.9 new connections every second. The total market reached 310.62m with a penetration rate of 27.5%

The advantages of mobile marketing over any other mass media : 1. Personal to the receiver, mass market to the sender 2. Permanently carried 3. The only always-on mass media 4. Only mass media with a built-in payment mechanism 5. Only media with accurate audience measurement (not dipstick based)

Interactive Digital Marketing (IDM) SVMTPL New Delhi White Paper Version 1.0 Contacts: Saikat Ghosh saikat@teleshoppe.com / +91.98103 03105

Broadband penetration: The overall level of Internet usage is growing strongly. There were an estimated 80 million Internet users throughout the country by end-2007 representing a penetration of almost 8%. The Internet subscriber base in the country, as on March 31, 2007, stood at 9.3 Million as compared to 6.9 Million on March 31, 2006 registering a growth of 34.8%

Social Network Media reach: Social network media include tools for sharing information through activities that integrate technology, telecommunications and social interaction, and the construction of words, pictures, videos and audio. This interaction depends on the varied perspectives and building of shared meaning among communities, as people share their stories and experiences about your brand and product, the consumer category and their feedback and opinions

Returns on Investment (RoI) from social media marketing can be measured by these 3 quantifiable metrics: 1. Scale - # of impressions, clicks you are able to buy to have higher share of voice for your advertiser in the segment they want to advertise on net 2. Reach number of potential clients in terms of unique users or potential clients you are able to expose your advertiser product 3. Technology - In terms of micro level targeting potential clients with your advertisers products you are doing to find and map their

Interactive Digital Marketing (IDM) SVMTPL New Delhi White Paper Version 1.0 Contacts: Saikat Ghosh saikat@teleshoppe.com / +91.98103 03105

IDM does not promise to be a magic wand or a miraculous marketing manna. Instead it is a logical, scientific approach to combine the strength of all the above platforms (which are finally available) to increase sales and response rates - not by 50% or a 100%, but significantly higher than the conventional ATL/BTL combination The growing faith in IDM is reflected in Indias advertising spends. New media have grown at high rates in line with their expected potential. However, traditional media have not been disadvantaged by this, and they have continued to show strong growth, though their share of the total media pie has expectedly shown a slight dip. The main reasons for this are: Willingness of emerging advertisers to pay for impact Expansion of traditional media into new formats, which is helping them demand value A strong business environment that supports this growth Increase in advertisers spends on traditional media to maintain status quo and their willingness to look at new media (which also tend to be cheaper options) to create differentiation Shift in focus from conventional target consumers (Housewife, aged 25-45 years), to include the Male and the Youth, who are the primarily being targeted through new mediums like Mobile and Internet, and Radio and Niche Publications % Shares of Media Newspapers Magazines TV Radio Internet Outdoor Cinema Retail Media Media Total 2004 47% 4% 38% 2% 1% 7% 100% 2005 48% 4% 37% 2% 1% 7% 0.3% 100% 2006 48% 4% 37% 2% 1% 7% 0.3% 1% 100% 2007 47% 4% 36% 3% 2% 7% 0.4% 1% 100% 2008f 46% 3% 35% 4% 3% 7% 0.4% 1% 100%

Source: http://www.socialmedia.biz/socialmedia/index.html

Interactive Digital Marketing (IDM) SVMTPL New Delhi White Paper Version 1.0 Contacts: Saikat Ghosh saikat@teleshoppe.com / +91.98103 03105

SVMTPL The industry leading partner for IDM campaigns With 7 years of experience in cutting-edge digital marketing campaigns and self-owned and managed infrastructure and delivery mechanisms, SVMTPL (Teleshoppe) has emerged as a preferred marketing partner for Indias best brands to tap their consumers mindspace. Effective promotions, targeted and focused group based strategy deployment, and marketing plans roll out across all consumers - needless to say - provides a brand to reach out to a zillion people simultaneously ! With different Industry verticals tapped, we are focusing on Brand based strategic last mile roll outs on all digital platforms, response management, and loyalty programs specialized in targeting the focused audiences of your organisation. Business Intelligence: Validated databases of over 9.5 lakh active users of Teleshoppes core products including BizConnect, CampusConnect, SMS 53456, Mobile Push and eDM broadcast All existing and new consumers categorisable by o o o o o Name Address Location city / state Industry Contact details o E-mail address Physical mailing address Phone numbers Mobile numbers

Whether consumer is an existing user of specific products (e.g., industrial weighing machines, printers and scanners, auto lubricants, consumer durables)

Dedicated in-house response desks available to clean up, validate, outcall and process business-relevant consumer data Fully customizable data flow questionnaires designed to capture the exact customers data as per your needs In-house data servers, processing software and client login control panels which let you view, edit, select and manage your own customer data without any vendor intervention

Interactive Digital Marketing (IDM) SVMTPL New Delhi White Paper Version 1.0 Contacts: Saikat Ghosh saikat@teleshoppe.com / +91.98103 03105

Product Broadcasting: eDM creative design within your brand guidelines + campaign planning Dedicated eDM sending servers and webspace o o o o Dedicated domain (e.g., yourcompany.net.in) - does not interrupt parent website Assured delivery (no spam, no junk) into users inbox Automated delivery reports available to view at any time Targeted email broadcasts by geography / consumer profile / buying behaviour

SMS message design and campaign planning SMS broadcast gateway with a throughput of 36,000 messages per hour o o o o o o Dedicated client control panel with secure login Bulk upload mobile numbers, names and addresses Automated scheduling of messages (plan now, send later) Immediate delivery to any mobile phone Create/edit/delete consumers mobile numbers Add/select/delete groups from address book

Interactive Digital Marketing (IDM) SVMTPL New Delhi White Paper Version 1.0 Contacts: Saikat Ghosh saikat@teleshoppe.com / +91.98103 03105

Web / SMS query capture: 3 Web enabled systems We create customised enquiry forms where your consumer can submit a query about your product o o Individual webspaces created for each product range Individual contact us e-mail ids and query capture tools

SMS keyword queries: Your customer just types YOUR BRANDNAME and sends it to the number 53456 from any phone o o o o Immediate response by SMS to customers mobile phone Detailed logs available with mobile number, enquiry text, date, time, and customers location We run and manage our own short code 53456 on all operators across India Two way messaging available you broadcast an SMS message to e.g., 10 lakh users and interested customers can just reply YES to the same message

Consulting on leading-edge digital solutions for corporate and industry o Business Applications We have successfully enable online project management systems, accounts management modules, web file transfer interfaces and application enable websites for clients o E-commerce Fully-integrated online shopping engine with 100% secure Verisign enable payment gateway CREDIT CARD NOT REQUIRED: Accepts all net banking accounts in India

Interactive Digital Marketing (IDM) SVMTPL New Delhi White Paper Version 1.0 Contacts: Saikat Ghosh saikat@teleshoppe.com / +91.98103 03105

Accepts all credit cards issued by any major bank in India

o o

Other IT Customer services

Design & Creative promotion: Leading edge creative ideation The big spark Brand and Design Management o o o o Campaign ideation, strategic alignment with brand and marketing objectives, detailed layout and design Online webspace and Electronic Data Mailer (eDM) design, layout and optimization Print creatives, design and execution Event, stall and exhibition layout and dovetailing of stall elements including backdrop, products, exhibit area, accessories and film Individualised style elements on each eDM such as receivers name, address, organization, designation

Interactive Digital Marketing (IDM) SVMTPL New Delhi White Paper Version 1.0 Contacts: Saikat Ghosh saikat@teleshoppe.com / +91.98103 03105

Online + mobile promotions around the design idea with inbuilt SEO (Search Engine Optimisation) algorithms to ensure maximized relevant reach and enhance participation around each creative activity

Response Management: We have set up a number of successful dedicated (in-house) and shared (off-site) response-cell desk solutions which handle: o o Responding to inbound queries telephonic, e-mail and SMS Targeted database validation and compilation from o o Your existing client database (if any) Our industry-specific databases categorised by geography, level, field and requirements Inbound e-mail responses ( within 2 hours) with response auto-collation Inbound teleresponse desks with daily/weekly/monthly management MIS reports

Sales Lead Generation and PoS Activation: 6 We have set up o Outbound calling cells with 1-10 desks to Finalise appointments / site visits and book inbound customer traffic Send outbound eDM (electronic Direct Mailer) campaigns on a daily/weekly/monthly basis The objective of all our SLG infrastructure is to draw potential customers to the Point of Sale We then set up Point of Sale activation which includes: o o Stalls / event venues and targeted activity at schools, colleges, building societies, exhibition venues, dealer locations, distributor warehouses and in-office premises Running contests and promotions at the spot to increase brand awareness and reach amongst the target audience who are drawn to the venue by the SLG team

Interactive Digital Marketing (IDM) SVMTPL New Delhi White Paper Version 1.0 Contacts: Saikat Ghosh saikat@teleshoppe.com / +91.98103 03105

Social Network building and Client outreach: Teleshoppe has successfully built, launched and run online and offline social networking communities including: CampusConnect: A web-to-mobile platform which connects 300+ top college and schools with 1.5 lakh+ registered students across India which allows: o o o The school or college to send information about exams, results, attendance, timetables and placement information to students via a web-to-SMS platform Each college to create a homepage and micro-website which has information on courses, campuses, locations, faculty and placements Each student to create his homepage, invite his friends, build a network, post messages and blogs and chat on SMS even when offline BizConnect: An email-to-mobile platform targeted at SMEs (Small and Medium Enterprises) across India which allows: o o o o o Each employee to check his e-mail, reply, forward, delete or attach it from his mobile phone Works on all phones (not jut GPRS enabled handsets) as it is SMS dependent Creation of employee groups by the SME organisation Broadcasting of messages from the organization to the entire group Creation of each employees homepage with business networking including job queries, Knowledge Exchange (KX) and work related discussion groups

Interactive Digital Marketing (IDM) SVMTPL New Delhi White Paper Version 1.0 Contacts: Saikat Ghosh saikat@teleshoppe.com / +91.98103 03105

Our Communication philosophy

Our credentials :

Our Team: We bring an experienced team of professionals combining Web Engineering strengths Keen Communications understanding Specialisation in Media vehicles- across media Strong marketing skills Content and design engine Process orientation

Our expertise: Our domains of expertise which directly benefit your marketing strategy: Lead generation, Lead management Web Development, Client loyalty, Online Communications, and Marketing Search Engine Optimisation, Search Engine Marketing Mobile marketing and promotions Advertising and brand management Events, Exhibitions and promotions

Interactive Digital Marketing (IDM) SVMTPL New Delhi White Paper Version 1.0 Contacts: Saikat Ghosh saikat@teleshoppe.com / +91.98103 03105

The benefit to you: Cost: Cost of marketing material development reduces substantially as does Cost per sale Productivity: Cost-efficient campaigns reduce time to market, quicker campaign rollout with reusable brand components. Sales professionals will meet 2 to 4 times more prospective customers Speed:. Shorter ramp up times with common design and content base for online presence, marketing promotions, event support and corporate collateral Flexibility: Multiple programs can be commenced and concluded quickly and effectively Results: Measurable results with clear ROI, in-house teams can be better utilised on the field not data collection and campaign execution Our past and present clients: Baksons Homoeopathy Western Union DHL India Limited P T Education AHA Air Hostess Academy Xerox India Pentair Water Telebrands (as seen on TV) HelpAge India VLCC Healthcare Womens Era Competition Success Agrawal Packers&Movers FairDeal Packers&Movers Goel Packers&Movers Hero MindMine Clinic Dermatech Ricoh India Limited Asia Cryo-Cell LifeCell India Jaypee Group Bethel Church Delhi Public School Central Cargo Packers Anupam Sinks M-Tech Developers IndiaRace.com Career Launcher PeopleHealth.in Amrapali Developers Mangal Keshav Bharti Cellular Limited Vodafone Essar Telecom Gr8savers India Limited Brand One Global Impex The Mobile Store