WHATEVER IT TAKES

The Harris Marketing Group

Capabilities Overview
 Key Strengths
Acquire + Retain + Renew = Results
The Harris Group = A different kind of agency

A team of multidisciplinary specialists that come together to develop holistic and integrated strategies that deliver “measurable magic” to our clients.
More than lead generation, we are specialists in sales generation.

Our Agency
• Nationally recognized and acclaimed for niche marketing strategies
• National agency that specializes in the penetration of new customer segments
• Flexible with strong credentials
• We sell ideas and experiences, resulting in a Performance-based relationship, which is possible because of the direct client to talent collaboration
• Work hand-in-hand with existing agencies of record to provide a seamless experience for our clients

Our Expertise
• Holistic, integrated, consistent communication that reaches targets at a variety of touch points
• Specialize in non-traditional marketing including viral and social tactics, integrated technology concepts, and product integration
• Reaching targeted audiences including women, men, youths, GLBT, minorities, and Baby Boomers
• Acquisition and Loyalty
• Building and creating national brands
• Building and maintaining strong relationships with consumers via loyalty programs, ultimately creating enthusiasts
• Leveraging PR strength to develop marketing that generates media interest

Our Results
• Effective strategies resulting in increased market share
• Ensuring the highest ROI for our customers’ marketing dollars, as a result of superior on-going measurement
• The creation of the customer connection that fosters a brand enthusiast’s following for sustained equity and loyalty

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Service Marked for Harris Marketing Group
 Integration

• An extensive range of services that can be tapped depending on clients’ specific needs and goals
• Integrated, multi-pronged approach designed to optimize effectiveness
• COMPLETE RELATIONSHIP-BUILDING MARKETING STRATEGIES, TURNKEY AND COMPATIBLE WITH
EXISTING MARKETING INITIATIVES
• Fully measurable, providing valuable insight into customers as well as tangible results

Modeling and In-House Creative and Targeted Direct Marketing

Strategic Planning
Segmentation Production Team (mail, email, text, etc.)
Data Management and
Digital Online Services Electronic and Print Media Social Media
Analytics
Website Design and
Viral Marketing Call Center Training Materials
Hosting Capabilities

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Service Marked for Harris Marketing Group
 Specialization

Of course, we have our fingers on the pulse of the mainstream. Mainstream marketing is great for some
messages. But for many other messages, segmentation has become increasingly important, especially among
opinion leaders and influencers. These are the consumers that become the enthusiasts and help pioneer the
brands to become a part of life’s experiences. Since our founding in 1976, The Harris Marketing Group has
developed some areas of specialization that are particularly meaningful in today’s market.

• 1976 … Founded
• 1980s … Pioneered Acquisition, Loyalty and Retention
• 1990s … Moved beyond demographics to psychographics and generational segmentation
• 2000+… Expertise in markets that continue to grow and develop. Diversified business model with
digital, CRM / database development / “one-to-one” marketing programs.
• 2010… Social Media-Buzz Marketing and online interactive promotions.

The Harris Marketing Group Equation: Acquire + Retain + Renew = Results

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Service Marked for Harris Marketing Group
The Harris Marketing Group Approach to Integrated
Advertising & Marketing Programs

CUSTOMER RELATIONSHIP CHANNELS

Create Programs
INFORMATION ANALYTICS
Digital
Digital

Non-Traditional Media
Non-Traditional Media

Traditional Media
Develop Strategy Implement Traditional Media
Programs
Viral & Social Marketing
Viral & Social Marketing

Technology
Relationship Technology

Marketing In Home Marketing

In Home Marketing

Point of Sale
Point of Sale

Marketing Events
Marketing Events
Identify Measure Results
Opportunities Call Center
Call Center

Customer Service Center

Customer Service Center

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Service Marked for Harris Marketing Group
 Targeting / Modeling

• Spot-on customer insight and modeling deliver proven results for our clients

• Ensure messages effectively reach target audiences, uncover new audiences, engage new customers

• Geographic and demographic information, with psychographic overlays based on hundreds of fields,
including:

- CONQUEST -ACQUISITION -LOYALTY

Fields that we utilize consistently, and to great effect for our clients:

Lifestyle / Lifestage Specific Purchasing Habits Disposable Income Credit Pre-Approval

Attitudinal Preferences Product Affinity Health Travel Habits
Technology Usage Property Ownership Individual and Household Characteristics

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Service Marked for Harris Marketing Group
 Exceeding Metric Target
True Integration results in stronger market share
In today’s environment, where every marketing dollar is precious, Harris Marketing Group delivers:
• Expertise in sales generation, developing loyalty strategies as we go
• Incremental gain (front-end) AND ongoing loyalty (back end)
• Demonstrable, measurable ROI
• Sales / Increased Consumption
• Incremental Profit
• Increased Market Share
• Relationship Building
• Impression and Awareness
• Built-in measurement mechanisms ensure that
• Programs are on-target and on-message, and
• Allow for adjustment throughout the implementation phase
Case Study:
The lift and ROI HMG provided in 2008 to a major Fortune 500 company, targeting 100% conquests:

Target Demographic Markets Brands Time Frame ROI Average Brand Lift

2.5 Million Women 6 Markets 3 Brands 3 Months 115% 40%

Harris Marketing Group can provide you with this same level of success, results, and measurable ROI. 7
Service Marked for Harris Marketing Group
 Our Experience
• Diverse experience with companies across numerous industries represents a strategic strength to solve real
business challenges in the existing competitive market.
• Brands of top-level awareness faced with the challenges of moving customers through a product line
• New or re-launched brands working to conquest new customers
Auto Healthcare
Chrysler, Jeep, Dodge, Cadillac, General Motors, Nissan, Ford, Mercedes-Benz, Bristol-Myers Squibb, Tylenol Consulting, Medtipster.com, University of
GMAC, Chrysler Credit Michigan Hospital Launch, M-CARE, MedSport, Blue Cross Blue Shield MI

Housing and Development Fashion

Silverman Homes, Toll Brothers, Uniland Homes, Holtzman and Silverman, CFDA, 7th on 6th Fashion Week, Saks, Neiman Marcus, BCBG,
Fourmidable Vivienne Tam

Cause-Related Marketing Beverage

Concept: Cure, NBCC, 7 on Sale, Fashion Targets Breast Cancer
th
Diet Rite, Diet A&W, Diet 7Up, Diet Sunkist

Beauty Sports
Revlon, L’Oreal WNBA, NFL, Olympics

Pizza and Snacks Non-Profit

Pizza Hut, Frito-Lay AARP

Hospitality Packaged Goods

Auberge du Soleil, Solage Calistoga Lifeway Kefir, Starfruit

Financial/Credit Card Shopping District

Goldman Sachs, MasterCard City of Birmingham, Mich.
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Service Marked for Harris Marketing Group
WHATEVER IT TAKES
The Harris Marketing Group

102 Pierce
Birmingham, MI 48009
248.723.6300
www.harris-hmg.com

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