GREYTV DIRECT RESPONSE TV SOLUTIONS

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GREYTV MEDIA • WWW.GREYTV.COM • TEL (888) 909-66701155 N LA CIENEGA BLVD, SUITE 503, WEST HOLLYWOOD, CA 90069 WANT TO KNOW MORE? CALL (888) 909-6670

DIRECT!RESPONSE SOLUTIONS» SERVICE GUIDE WITH CAMPAIGN CALCULATOR

Contact:Tel: (888) 909-6670Email: [email protected]

GREYTV

GreyTV is a Los Angeles-based creative production agency. We engage groups of individuals for our clients, through cause-driven content. We have expertise in DRTV commercial production, online advertising, event production, and social media. GreyTV works with agency partners, media organizations, and directly with clients. Our company and its employees guarantee the best client experience, and unmatched production quality, delivered using the highest standards of practice available in our industry.

Working with GreyTV to reach your marketing goals through Direct-Response is an easy process that is designed to be transparent and highly efficient. We believe every successful relationship starts with communication, so, the first step for new clients (and periodically for existing clients), is the process of Discovery. This is an engaging and structured conversation that allows us to understand the big picture, as well as the nuances of your business, historical sales and marketing activities, and specific goals for your campaign. Now that we’ve spent time getting to know each other, we plan how to make it happen. GreyTV will work with our national network of media outlets, including Cable TV, Online, Print and Radio to optimize your media budget, while insuring your voice is heard by the audience that best suits your product or service. Once the media plan is established, the creative process begins, incorporating rigorous quality standards based on GreyTV’s proprietary Ad Grading Methodology. When the media plan and creative are in place, we’ll launch your campaign. Innovation continues as we begin measuring results, monitoring them against the goals established during the Discovery process. Finally, GreyTV will conduct market research using the data from your ongoing campaign to optimize your performance in real time, and maximize your results.

Discover Plan & Create Launch Measure Optimize

EVENTS

BRAND IDENTITY

TV ADVERTISING

ENTERTAINMENT

OVERVIEW

PROCESS

Table of Contents

Overview & Process ................................................... 1 Targeting & Media ..................................................... 2 Creative Elements & Methodology ............................ 3 Selected DRTV Ad Ratings ........................................ 4 Campaign Hyopothetical ............................................ 6 Client Worksheet & Calculator .................................. 7

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TARGET MARKET HYPOTHETICAL (Selected from 300 + demographic statistics)

Demographic Segment

Gender MaleAge 45-54Age 55-64Household Composition Married couples, dependent childrenLength of Residence 6 to 10 yearsLength of Residence 11 to 14 yearsLength of Residence 15 + yearsEducation Bachelors DegreeEducation Graduate DegreeHousehold Income $150,000 to $249,999Savings and Investments 401KSavings and Investments IRASavings and Investments KEOGH, SEP-IRA, PENSIONType of Property Single family dwellingsProperty Value $300,000 to $499,999Property Value $500,000 to $749,999Home Ownership Home ownerFinance Pay any price for good financial advice

GREYTV TARGETING & MEDIA

MEDIA

GreyTV has a track record of providing expert advice on executing media purchases. We pride ourselves on getting the best rates for our clients, through proven bundling and negotiating techniques. Our media network spans the globe, and includes regional cable, broadcast television, radio, print, online, and innovative new technologies including satellite TV and Internet video outlets.

Identifying the correct target market, and reaching it with a message that inspires action is critical to the success of every campaign. GreyTV uses proprietary tools to assist in the targeting process, ensuring that your market, message and media are aligned. We chose from over 300 demographic and psychographic market characteristics, to reduce waste, while dialing up credibility and increasing emotional connection, and ultimately sales, with your desired audience.

TARGETING

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GREYTV MEDIA • WWW.GREYTV.COM • TEL (888) 909-6670 1155 N LA CIENEGA BLVD, SUITE 503, WEST HOLLYWOOD, CA 90069 WANT TO KNOW MORE? CALL (888) 909-6670


Motivation: 30%

• Offer Strength • Actionable Information• Call to action• Means of response

Credibility: 25%Viewer's perception of audio and visual quality• Talent Performance• Copywriting Quality

• Production Value

• Creativity

Relatability: 25%Elements that determine acceptance of the message• Presentation of an immediate problem

• Demonstrated understanding of the problem• Solution is directly related to the problem• Engages emotional decision making• Testimonial

Brand Equity: 20%Opportunities to equate your brand with value• Competitive advantage• Cause-driven statement • Consistent brand presence

• Brand presentation

CREATIVE ELEMENTS & METHODOLOGY

GREYTV

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### Fundamental elements of a DRTV commercial30%

25%

25%

20%

ABOVE AVERAGE A strong capability for innovation and motivation is present in these commercials. DRTV fundamentals are competently addressed, and the commercial gives the marketer an approachable and relatable voice that connects with a majority of the desired target audience, and generates strong results. Moderate brand building is accomplished.

AVERAGE The basics of DRTV are covered, yet lack innovation and notability. The content of the commercial is moderately relatable, and may have credibility flaws. The commercial looks like the next, and captures limited attention from the desired target market. Impact on brand value is negligible, or slightly negative.

HONORS These commercials have mastered the practice of DRTV. Near-flawless inclusion of motivators is presented in the context of a highly credible, and relatable commercial that taps into an immediate need. This combination of motivation and emotional insight result in outlier outcomes, and increased perception of brand value in the marketplace. In nearly all cases, an additional flare of creativity, and word-of-mouth notability is present.

BELOW AVERAGE There are noticeable fractures in the credibility and relatability of the commercial. All fundamental DRTV motivators may be included, but are often presented in inadequate amounts, or sequenced ineffectively. A problem and target market is not addressed sufficiently, and results are poor. The commercial has potential to do meaningful damage to the brand.

A 90-100

B 80-89

C 70-79

D 60-69

F ‹ 60

POOR A major change in strategy is required.

GRADE GRADING INDEX

The DRTV Grading Methodology appraises commercials on a transparent set of success drivers, which contribute to a commercial’s grade on a weighted scale. The drivers are buying motivation, commercial credibility, audience relatability, and brand equity. Each driver includes observable milestones that must be met in order to maximize the market’s perception of an immediate need, which elicits an emotional response, and ultimately a sale.

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DIRECT!RESPONSE SOLUTIONS

Rank Ad Brand Score Grade Description Link

1 SAFELITE AUTOGLASS (:60) Safelite Group, Inc 91 A -Start! up wonder Safelite fires on all cylinders, highlighting a differentiated and understanding brand. Extra points for an infectious jingle that is handy in every media channel.

YouTube

2 GOVERNOR RICK SCOTT (:60) Florida Homeless Coalition 91 A -Powerful testimonials, and ample time dedicated to the importance of the issue, and how to act. The Florida Homeless Coalition then brings home the message with plenty of ways to fight for the cause.

YouTube

3 LIFELOCK (:60) LifeLock, Inc 90 A -This spot is a standout for its unusual blend of creativity, superior copywriting, and offer strength. Encore little robot, encore!

YouTube

4 ITT-TECH BACHELOR (:60) ITT-Tech Institute 90 A -I'm a single dad. My kids are proud of me, and my dad is proud of me. Not a single shot of books or a campus. To the head of the class for engaging emotional decision making.

YouTube

5 MUZZY (:60) Early Advantage 88 B +Muzzy is back, sporting superior relatability to both parents and children as a leader in language tutoring. Seems like it would be easy to insert a cause!driven statement, oui?

YouTube

6 ADT SECURITY :(60) ADT Security Services, Inc 87 B +Strong showing by DRTV veteran ADT. Thanks to the testimonial of one very unfortunate woman, hundreds of prospective and existing clients are still thanking ADT, even if they have better luck.

YouTube

7 BIGGEST LOOSER MEAL PLAN (:60) eDiets 84 BA smart media tie in for eDiets, which capitalizes on the relatability and credibility of the "Biggest Loser" brand. A respected strategy, but brand overlays rarely build YOUR brand.

YouTube

8 WEN BY CHAZ DEAN (:60) Guthy-Renker 84 BWith a strong talent performance, call to action, and a well crafted cause!driven statement, Wen comes across as a memorable and differentiated brand. A jingle would have boosted creativity.

YouTube

9 PAJAMA JEANS (:60) Hampton Direct 83 B -They DO look comfortable, and so does Hampton Direct, with this solid DRTV spot. DRTV 101 is aced, but this spot average in establishing credibility. A little creativity may have added a "+" to this effort.

YouTube

10 LEGALZOOM INCORPORATION (:30) LegalZoom.com 81 B -LegalZoom.com shines in production value and talent showcase, but loses serious marks for failing to present a problem. After all, the legalese of starting a business is no trip to the candy store.

YouTube

GREYTV SELECTED DRTV AD RATINGS (2011)

Product Service Non-profit International

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DIRECT!RESPONSE SOLUTIONS

Rank Ad Brand Score Grade Description Link

11 SWIVEL STORE (:60) Merchant Media, LLC 80 B -This clever solution to fighting spice cabinet anarchy did a reasonable job of presenting a fundamental problem. On balance, credibility suffered from production value, creativity, and talent performance/directing.

YouTube

12 CLEARSTART CALL CENTRE (:60) ClearStart.org 80 B -A reasonable amount of actionable information, and means of response get the job done, but for an emotional subject like debt, a testimonial, or some creativity would have made for a stronger connection.

YouTube

13 1-800-MEDICARE (:60) Medicare.gov 79 C +A solid DRTV spot on fundamentals, but limited creativity, and attention paid to the family members who have an eye on Mom and Dad misses an opportunity for means of response through children and other family members.

YouTube

14 RHONDA SHEAR FOR AHH BRA (:60) Vereker Inc 78 C +Rhonda Shear is at the head of its class in DRTV fundamentals, with notable offer strength. That said, support is average for creativity and key brand building opportunities are missed.

YouTube

15 GIVE LIFE (:60) Red Cross 78 C +Though this format is admittedly unique, it does not capitalize on all the senses that can be reached in a DRTV spot. Consistent brand presence and AV presentation detract from this global leader's potential.

YouTube

16 ADVANTAGE HOME LOAN (:60) St. George Bank 77 C +St. George shows that they are hungry for your business with a strong offer and call to action. The spot offers limited opportunity for emotional connection.

YouTube

17 PROACTIV (:60) Guthy-Renker 76 CJustin Beiber buys tons of credibility for Proactive line (he scored an A!). That said, most motivational metrics, including actionable information were pedestrian, and brand building was largely absent.

YouTube

18 YOUR BABY CAN READ II (:60) Your Baby Can, LLC 74 CTalent performance/direction was the biggest roadblock on this baby's road to greatness. The upside were numerous testimonials, and a strong offer.

YouTube

19 PUT IT RIGHT (:60) Unicef 74 CAnother good cause misses the mark as UNICEF's spot offers distracting production quality, and limited actionable information. Despite these drawbacks, we see that there is a serious problem, and UNICEF presents itself as a credible organization.

YouTube

20 RIP:60 WORKOUT DVD (:60) Rip60.com 54 FKids, do not attempt this at home. With a call to action like "Want it? Get It!" its clear that any kind of actionable information was overpowered by talent performance.

YouTube

GREYTV SELECTED DRTV AD RATINGS (2011)

Product Service Non-profit International

GREYTV DIRECT RESPONSE TV SOLUTIONS

Documents

greytv media

media plan

creative process

media organizations

social media

media budget

targeting media

process of discovery