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STRATEGIC SIMULATIONS, INC. IBM CUSTOMER RESPONSE CARD· 1. What SSI game did you 1ust purchase? _____ 13. Age of User: O 12/under O 13-18 19-25 O 26-35 036+ 14. Comments: ____________ 2. Why did you decide to buy this game? _____ 3. What type of disk drive(s) does your PC have? o 5.25" 360 15. Rate the following aspects of the game (9=excellent, 1=poor) low density o 5.25' 1 2 high density o 3.5' 720 low density • Playability 9 8 7 6 5 4 3 2 1 O 3.5' 1.44 high density o Don't know • Realism 987654321 4. WhatDOSdoyouown?02.0 03.0 04.0 05.0+ • Excitement 9 8 7 6 5 4 3 2 1 0 DR DOS 5.0 0 DR DOS 6.0 • Graphics 9 8 7 6 5 4 3 2 5. Do you own Windows? o Yes o No O Plan to buy • Sound 9 8 7 6 5 4 3 2 6 What IBM processor do you have? o 8088/86 o 80286 16. What magazines do you read regularly? O 80386 DX/SX O 80486 DXISX O Don't know o Computer Game Review o Computer Gaming World 7. What machine speed do you have in Megahertz (MHz)? o Electronic Gaming Monthly o Electronic Games Game Players Game Pro O Nintendo Power 012 016 025 033 040 050 066+ o o o Sega Visions o Video Games & Computer Entertainment Ba . What graphics adapter do you have? 17. What other systems do you own? o NES o Super NES 0 EGA 0 VGA 0 SVGA 0 XGA 0 Other OSNESCD OSegaGenesis OSegaMegaCD OTurtxJGrafx16 8b. What type of sound card does your PC have? 18. What SSI game genres would you like available for o None o Adlib o Sound Blaster o Sound Blaster Pro video game systems? o Action o Adventure o Puzzle § O Sound Blaster 16 ASP o Roland 0 Thunderboard o Role Playing o Sport o Strategy o War Games Pro Audio Spectrum Pro Audio Spectrum 16 Other o o o 19. II you 'd like to be on our mailing list and have never 9. How much RAM does your computer have? comoleted this section before, print your: 0 640K+ O 2MB 0 4MB O 8MB+ NAME.______________ _ 10. Do you own a CD-ROM drive? o Yes o No o Plan to buy ADOAESS ______________ 11 Do you own a modem? O Yes 0 No O Plan to Buy CITY _________.S T ZIP ___ 12. Do you own a mouse? o Yes 0 No 0 Plan to Buy PHONE(___ ) ___________ NO POSTAGE NECESSARY IF MAILED IN THE UNITED STATES BUSINESS REPLY MAIL FIRSTCLASSMA1LPERMITN0. 1917,SUNNNYVALE,CA94086 POSTAGE WILL BE PAtn f\Y Al111RESSE~ STRATEGIC SIMULATIONS, INC. 675 Almanor Avenue, Suite 201 Sunnyvale, CA 94086-2901 11.1 ... 1•• 111 ... 1•• 1.. 11 .... 1.11.1 •• 11 •••••• 11 ... 111 .

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CASE HISTORY Synopsis: Use of High-Tech Amenities and New Strategies to Breathe New Life Into Brand That Was Seen As Old and Stogy
Barry J. Parrish Cellular: (702) 863-4041 [email protected] CASE HISTORY Synopsis: Use of high-tech amenities and new strategies to breathe new life into brand that was seen as old and stogy Company: HOWARD JOHNSON HOTELS & RESORTS (CENDANT CORP) Situation: Howard Johnson was seen as a somewhat older and stodgier hotel brand than many of its newer competitors, and we needed to breathe new life into the brand. Hotel occupancies were flat at best, and loyalty among our key target audience (families traveling with children) was eroding. Action: To provide an incentive to families traveling on vacations and generate excitement among both consumers and hotel managers, I created Kids Go HoJo and entered into a three-way strategic alliance which combined Howard Johnson with Sega of America – at that time the number two video game company in the USA – and American Express, which was seeking to expand Card usage into the leisure area. We the “adopted” Sega’s Sonic the Hedgehog – leading edge, high tech, computerized, modern -- and designated Howard Johnson as the official hotel for Sega video game fun. Most importantly, Sega provided Game Gear video games and a variety of game cartridges at no cost to every hotel in our system. We bombarded consumers with value-added incentives ... Kids always stayed free, helping their parents save money Kids got free FunPacks with games, toys and puzzles featuring Sonic the Hedgehog Kids got to play Sega Game Gear video games free Kids who joined the Kids Go HoJo FunClub got a free subscription to Sega's Visions magazine Adults received discounts on Sega video games with the American Express Card Families using American Express Cards received free discount books worth hundreds of dollars Results: Kids Go HoJo became the most successful, most imitated (within two years, at least nine other brands launched similar programs) and the most award-winning family marketing program in the mid-level hotel segment.
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