Christopher Snyder Chief Executive Officer Spectrum eCommerce October 1, 2008 Gannon University Executive On Campus Program.

Christopher SnyderChief Executive OfficerSpectrum eCommerce

October 1, 2008

Gannon UniversityExecutive On Campus Program

Personal and Career History Introduction to Spectrum eCommerce Direct Marketing vs. Brand Marketing Internet Marketing Spectrum’s Internet Properties Our Partners Anecdotes Closing Thoughts Q&A

Overview

Education

Burrell High School, 1977

Gannon University, 1981 – B.A., Communication Arts

The American College, 1992 – Chartered Life Underwriter (CLU)

The American College, 1996 – Chartered Financial Consultant (ChFC)

University of Santa Monica, 1996, M.A., Psychology

Personal and Career History

Career Path

1981 to 1984, Acacia Financial Group, Pittsburgh, PA – Sales Associate

1984 to 1986, First Annuity Corp. - Los Angeles – Marketing Manager

1986 to 1999, Spectrum Funding Corp., - Los Angeles – Managing Director

2000 to Present, Spectrum eCommerce - Orange County, CA – CEO

Personal and Career History

Community Involvement

Emmaus Ministries, Erie, PA – actively involved in work to support the homeless and those in need

Erie Technology Incubator – Mentor Group

Personal and Career History

Other Stuff

Avid participant in wilderness travel throughout North America

Mountaineering

Kayaking and Canoe

Cave Exploring

Open Water Distance Swimming Events

Long Distance Cycling Events

Personal and Career History

Inc. 5,000 Company

2007 # 1,138 on the Inc. Magazine 5,000

3 year growth rate of 324%

2008 # 1,009 on the Inc. Magazine 5,000

3 year growth rate of 366%

Introduction to Spectrum eCommerce

Internet Focus

Drive consumers to our websites

eCommerce transactions

Sell sales inquiries (“leads”) to clients and buyers

Some involvement in call center sales

Introduction to Spectrum eCommerce

Direct Marketing

Internet Marketing (primarily)

Direct Mail

Direct Response Television

Direct Response Radio

“Call to Action”

Direct Response via Internet (some phone)

Not “Brand Marketing”

Introduction to Spectrum eCommerce

Alignment with National Brands

Instant Credibility with Consumers

High Quality Offers

Financial Services Industry (primarily Insurance)

Introduction to Spectrum eCommerce

Direct Marketing - Characteristics

Designed to elicit an immediate, direct response from consumers

“Click Here – Buy Now!”

“Call by Midnight Tonight!”

Physical products are shipped direct to consumers

Intangible products (Insurance) are web-based & phone-based

Is frequently very measurable and track-able

Direct Marketing vs. Brand Marketing

Direct Marketing - Methods

eCommerce – Internet offers

Direct Mail

Call Centers (toll free numbers; process orders)

Catalogs

Direct Response TV and Radio

Direct Marketing vs. Brand Marketing

Direct Marketing - Examples

L.L. Bean – clothing catalog

Video Professor – computer lessons

Spectrum eCommerce web properties – screenshots to follow

Direct Marketing vs. Brand Marketing

Direct Marketing - Characteristics

Build reputation and familiarity with product and or company

Longer term investment in advertising

Little or no capability to measure results precisely

Most sales occur in “bricks and mortar” establishments

Exceptions: Big web brands (eBay, Amazon, etc.)

Direct Marketing vs. Brand Marketing

Brand Marketing - Methods

TV

Radio

Print (newspaper, magazine)

Billboards

Transit (bus, subway, taxi)

Direct Marketing vs. Brand Marketing

Brand Marketing - Examples

Tide laundry detergent

Levi’s jeans

Chevrolet

Coca-Cola

We don’t call a toll-free number to order a Coke

Direct Marketing vs. Brand Marketing

Internet Marketing

Measurable! (for us “Number-Crunchers”)

Brand Marketing

Direct Marketing

Both conducted on the Internet

Email

Search Engine

Web Display

Affiliate Marketing

2 Ways “Owners of Advertising Inventory” Get Paid

Up Front on a “CPM” basis – paying for impressions

Back End on a “Performance” Basis – paying for results (Affiliates)

Internet Marketing

Email

Sales offers to 3rd party lists

Sales offers to “house” list of prospects who visited your site

Up-Selling and Cross-Selling to existing customers

Customer loyalty email campaigns

Internet Marketing

Search – 2 Types

– “Natural” also known as “Organic” Search– Search Engine algorithms rank site pages– Consumers see links in search results pages– Can be an extremely slow process to achieve rankings

– “Paid” also known as “Pay Per Click” Search– Advertisers pay on an auction basis to be included in “Sponsored Links”– Consumers click sponsored links– Can produce instantaneous results

Internet Marketing

Internet Marketing

Banners

Rectangles

Towers, Skyscrapers, Leaderboards

Other standard ad units

Rich Media – Flash, Video, etc.

Buttons

Text Links

Contextual

Behavioral Targeting

Web Display

Affiliate Marketing– 3rd parties (“Affiliates”) are paid on the back end for results

– Affiliates are Owners of Advertising Inventory

– Using Email, Search and Web Display

– Sophisticated tracking systems measure all aspects

– Also known as “CPA” (Cost Per Action) Marketing

– Also known as “Performance” Marketing

– “Action” is defined in contract as “Sign-Up”, “Registration”, “Sale”, etc.

Internet Marketing

• HSBC• ING• Transamerica• Royal Bank of Canada• Fidelity Life• American General Life

Our Partners

Our Partners

HSBC ING Transamerica Royal Bank of Canada Fidelity Life American General Life

• eLifePolicy.com• LibertyDirect.com• LifeQuick.com• SpectrumDirect.com• WeAreTermLife.com• TransamericaForLife.com• LinkValu.com• eLifeMarketers.com• WebHealthPolicy.com• AutoPolicyWeb.com• Policyology.com

Spectrum’s Properties

eLifePolicy.com

LibertyDirect.com

LifeQuick.com

SpectrumDirect.com

WeAreTermLife.com

TransAmericaForLife.com

LinkValu.com

eLifeMarketers.com

WebHealthPolicy.com

AutoPolicyWeb.com

Policyology.com

Opportunity Doesn’t Knock

Accidental Tenacity

Intentional Tenacity

Give Mrs. Rocchietta Her Money

Give Simon His Money, Too

Anecdotes

“Chance Favors Only the Prepared Mind” – Louis Pasteur

Live Deliberately and On Purpose.

“Our deepest fear is that we are powerful beyond measure. It is our light, not our

darkness, that most frightens us."

- Marianne Williamson

Neither do men light a lamp, and put it under the bushel, but on the stand; and

it shineth unto all that are in the house.”

– Matthew 5:15

Christopher SnyderChief Executive OfficerSpectrum eCommerce

October 1, 2008

Gannon UniversityExecutive On Campus Program