HLRC Final Presentation 121108

Company Confidential©2008 Genworth Financial, Inc. All rights reserved.

HLRC.com

Cat Keller

Sallie Anthony

December 11, 2008

PowerPoint Resource Reference Guide

Harry Laibstain Rare CoinsE-Marketing Campaign

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Who is HLRC.com?•HLRC is a dealer of high quality certified coins

–Founded in 1980 and well known throughout the coin industry

–Building great collections and helping sophisticated collectors find the right coins for their sets

–Specializing in early type coins and rarities from every series and national buyer for these same coins, often outbidding other dealers by hundreds and thousands of dollar

–Authorized dealer for every major grading service including Professional Coin Grading Service, Numismatic Guaranty Corporation, and American Numismatic Association Certification Service

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Campaign Goal & Objectives•GOAL•To stimulate customer interest by offering exclusive rare coins to a previously segmented group of customers who have been identified through the database as past customers/collectors building and investing in Copper, Bust Type, Seated Type, and Gold coinage.

•OBJECTIVES– To promote exclusive access to our nationally known numismatist’s invaluable

advice on the future investment value of coins, what to buy, and what to pay as the market prices on some coins depreciate, and other coins value will rise to high prices.

– To re-energize our database and increase sales while decreasing our direct mailer costs by building stronger online relationship with html email offers and surveys.

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Target Audience Identification & Segmentation

•LIST– Source of email list compiled from past purchases, mining at trade show events,

as well as, website sign-ups

•SEGMENTATION– Access database primary data source for information needed to segment and

personalize emails

– RFM (recency, frequency, and monetary value) method used to choose the coins offered in the email, and who they will be distributed

– Segments targeted for campaign include: • Win back – customers who have not made a purchase in 2008

• Silver – customers who have purchase $xx in 2008

• Gold – customers who have purchased $xx in 2008

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Client Database•Access Screenshot

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E-marketing Program Design•CUSTOMER PROCESS ANALYSIS

– Offer - Emailer offer of exclusive coins and free advice/consulting from top numismatist.

– Response - Customer clicks to order coin, and/or customer clicks to set-up phone contact, and/or personal contact at a trade show, and/or customer calls.

– Fulfillment - Customer purchases coin, or customer chats with numismatist either on the phone or in person, numismatist advises and determines customer coin needs, acquires needed coin for customer and customer purchases coin. Relationship established through touch points; emailer, phone, in person.

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E-marketing Program Design

CAMPAIGN LOGISTICS– Budget – Cat can you please fill out this info

– Launch – First email offer will be distributed January, 19, 2009 to Win Back, Silver and Gold segments with 4 week special offer. For those who do not respond or open email, second email sent on February 2, 2009.

– Monitor & Evaluate – Activity report will be evaluated weekly during 4-week campaign to determine email undeliverables, opens, web activity, etc.

• Unopens - For those who do not respond or open initial email, second email sent on February 2, 2009. Activity report will be evaulated weekly during 4-week campaign to determine undeliverables

• Undeliverables – Email addresses corrected and email resent.

• ROI Report - To determine cost savings and/or sales lift from campaign

– Re-launch Strategy– Based upon findings of Activity Report and ROI Report, email program will be expanded to geographical segementation. Email campaigns will be developed for Win Back, Silve and Gold customers in the geographic location of upcoming tradeshows.

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Touch Point MappingCustomer Opens E-mail Offer

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Touch Point MappingCustomer Does Not Open E-mail Offer

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E-marketing Program Design•CONTENT & BUSINESS RULES

– HTML offer email mirrors the look and feel of the HLRC.com website

– Offer email incorporates AIDA approach to increase opens and clicks to response form

– Offer email, thank you email and response form web page include privacy policy link and refer a friend functionality

– Contacts originate from database, website, and trade shows so every email and landing page will be personalized.

– Response form pre-poulated with customer information to increase submissions

– Emails will be created with Constant Contact which will incorporate necessary components to remain CAN-SPAM compliant (one-click unsubscribe, privacy, link, physical mailing address)

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Constant Contact•Email Marketing•Creating unlimited email campaigns for lists under 50,000 addresses •Email campaign scheduling for a specific date and time •Unlimited phone (toll-free in the US), chat, and email support. •Online resources: user community, support blog, FAQ knowledge base, and learning center •A full feature set, including

– Email Campaign Wizard, HTML Email Templates, Tracking & Reporting, Contact List Management, Image Hosting, Email List Building Tool, Email Features (Forward to a Friend, PayPal®), Website Features (Send Page to a Friend, Gift Reminders), Email Delivery Management

•New features added automatically

•Survey•Creating unlimited online surveys and survey invitations •Create unlimited online polls, up to 10 live at one time •Unlimited phone (toll-free in the US), chat, and email support. •Online resources: user community, support blog, FAQ, and learning center •A full feature set, including

– Online Survey Wizard, Survey Templates, Tracking & Reporting, Contact List Management, Image Hosting, Email List Building Tool, Email Features (Forward to a Friend, PayPal®), Website Features (Send Page to a Friend, Gift Reminders), Email Delivery Management

•New features added automatically

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Offer Email

PersonalizedCall to Action

Call to Action

Call to ActionSend to a Friend Viral Marketing

Call to Action

Personalized

Unsubscribe Option

Privacy Policy

Unique Offer

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Response Form Landing Page

Pre-populated with customer information

Personalized

Privacy Policy

Send to a Friend Viral Marketing

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Thank You Email

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Test Strategy•INTERNAL TESTS

– Internal tests will be designed to verify the functionality of the email and links working properly. Seed list created with aol, msn, hotmail, and other IP addresses to send test email to ensure email renders properly and if any design elements need to be fine-tuned before email launch.

•EXTERNAL TESTS– Subject Lines – A/B test for subject lines on all email. Example:

• Subject line A: Trade Up Your Coins

• Subject Line B: Need to Build Your Collection?

– Email Body Copy – A/B test content of the email. Example:

• Content A: Create email copy based upon previous purchase and offer similar coins.

• Content B: Include offer about buying coins back.

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Campaign Measurement & Reports•ACTIVITY REPORTIncludes:

Number of emailers sent.

• Total Non-delivered- failed, bounced

• Total delivered versus percent of total sent

• Total unsubscribes

• Total emails opened with percent total delivered

• Total responses with percent total delivered

• Total response forms submitted with percent total response forms opened

• Total clicks of other links with percent of total emails delivered

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Campaign Measurement & Reports•ROI REPORT

– Determine the success rate of the various email offers, record and maintain results according to sales figures and response forms.