Epic | Portfolio | Alexa Loo

Our work speaks for itself. A cross-section of clients have been selected across numerous industry sectors. Thumbnails will lead you to a collection of integrated marketing pieces developed for each of the clients presented.

Client

Alexa Loo

Industry

Vancouver Olympian 2010

Client overview

Unique points

Solutions used

BCP  |  Brand Creation & Positioning»
OMS  |  Offline Marketing Solutions»
OMP  |  Onsite Marketing Programs»

Technology used

Print

Corporate Stationary, Advertisements, Direct Mail, Brochures

Web

Website Design, eblast, SEO, Flash

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Question :

Internet usage and lifestyle

Answer:

Heavy Internet users lead a considerably different lifestyle than individuals who do not surf the web, according to a new study examining its impact on Canadians. The 2005 General Social Survey on time use asked respondents to provide a detailed account of all of their activities over a 24-hour period. Heavy users (those who spent more than an hour on the Internet during the day) devoted less time to socializing with their spouse or partner, as well as their children and friends. They also tended to stay at home, showing less interest in outdoor activities than non-users and devoted significantly less time than non-users to paid work and chores around the home, as well as less time sleeping, relaxing, resting or thinking.

What is striking is the amount of time they spent alone. Moderate Internet users (those using the Internet for five minutes to one hour during the day) spent about 26 more minutes by themselves than did non-users. But heavy Internet users were alone nearly two hours (119 minutes) longer than non-users, even when comparing people from similar-sized households.

Despite the reduced face-to-face contact, Internet users were interacting in other ways. Some users, particularly the heavy users, spent a considerable amount of their time on the web using email or chat groups. They were also more likely to spend time conversing with others over the phone. The study also found that heavy Internet users were nearly eight years younger on average than non-users, while 6 out of every 10 heavy users were men. Just under one-half worked at a paid job, and students and the unemployed constituted a higher proportion of heavy users than non-users. To take into account these socio-economic differences, time use estimates in the study were adjusted so that comparisons were made among people with similar characteristics. This approach compared people of the same age, sex and education, for example.

Other findings include:

• Heavy users spent half an hour less on domestic chores than non-users;

• Internet users are avid consumers of other media;

• Heavy users report being less stressed;

• Spending time with family and friends is a priority for both Internet users and non-users

(Source: The Statistics Canada Daily)

Question :

How to build customer profiles, what to ask and why.

Answer:

So many marketers are purchasing survey software these days so they can profile their customers. The trick is knowing what to ask and how to apply the data received.

Let’s start with purpose: by knowing your customer geographics, you know where to reach them. By knowing their demographics, you know who to reach, and by knowing their behavior patterns, you know how to reach them. All of this information is invaluable when formulating message and media plans. Armed with the knowledge of who is apt to buy your products or services allows you to take careful aim at your target audience, rather than relying on a shotgun, “hit or miss” approach to marketing.

Here are 10 key questions to ask:

1. What is their gender? What percentage of your target audience is male versus female?

2. What age are they? What percentage of your customers are children or teens? How do the percentages fall into each of these age categories: 20-30, 31-40, 41-50, 51-60, 61-65 and 65+?

3. What is their household composition? Are the majority of your customers single, married, divorced, widowed, parents with children at home, parents without children at home, or grandparents?

4. What is their household income (HHI)? What are your customers’ income levels? Under $40K, $40-$60K, $61-$80K, $81-$100K, $100-$120K, etc. Do they rent or own their homes? Are they retired, self-employed, professionals, students?

5. What are their interests? What are their preferred recreational activities? What magazines and newspaper do they read, and how often? What TV programs do they watch? What radio stations do they listen to? How often do they use the Internet, and what do they search for most often?

6. What are their beliefs? What do they value most? What groups, organizations, churches, political party do they belong to or support? Do they value comfort over security? Saving over investing? Family over work? Do they want more of something in their lives, such as quality time with family, independence, adventure, travel, luxury, health? What aspect of your business do they value most: product quality, available features (versatility), convenience (your location or saving time by using your product), reliability, staff expertise, customer support and service, price (high or low — some people are bargain hunters while others are attracted to high ticket items)?

7. What motivates your customers to buy? What needs or desires are they fulfilling when purchasing your product or service? What desires are not being met? How does your product or service make them feel? Prestigious? Luxurious? Safe? Protected? Of all the possible reasons and qualities, which are reasons why they selected your offering? Were they motivated by price, quality, convenience or prestige?

8. What are your customers’ perceptions of your company? Considering your company and all of your competitors, why did they pick you? Did they decide on their own or did someone recommend you?

9. How did your customers purchase from you? Did they find you online, see an ad, hear about you on the radio or respond to a direct mail? Did they respond to a specific offer, such as a sale or coupon discount? Did they buy on impulse? How did they make the purchase, by phone, email, or just happen to be passing by? Did they pay cash, charge, or buy on payment plans? Did they sign contracts and trust you enough to make long-term commitments?

10. What sets your ideal customers apart? Do they have geographic, demographic or behavioral traits in common? Do they tend to buy the same kinds of products or request the same kinds of options? Do they buy solely for your product or service, or does your company fulfill additional needs — such as the ability socialize, to feel the prestige of joining your exclusive, trendy clientele, to enrich themselves educationally through product samples or seminars, to enjoy the level of your expertise or the safety of your trustworthiness?