Strategy Sessions Sample Book

3000 North Ponce de Leon Blvd., Suite A , Saint Augustine, FL 32084 T 904-823-0951 www.n5r.com N5R HAS MARKETED AND PRE-SOLD PROPERTY INTERNATIONALLY

>> In the United States, we have an average pre-sale rate >> Through Intrawest’s Storied Places and Abercrombie of 74 percent. Our initial project in each new resort has & Kent Destination Clubs, N5R is now entering the sold for at least $100 per square foot. In some cases, world of high-end fractional real estate (“private our properties have sold for $200 - $300 per square residence clubs”). To date we’ve sold well over 10,000 foot higher than the rest of the market. condominiums worldwide. And we’ve earned our reputation as one of the premier real estate sales, >> Kolea, on the Big Island of Hawaii, was our first island marketing, and consulting companies in North America. project. $36 million sold in a single day!

>> Our first European project for Playground launched in March of 2002 in Les Arcs, France. In one day, we sold all 122 homes, generating $26 million. Since then, Playground has launched three additional buildings with 212 units at an average pre-sale rate of 83 percent. Overall we generated more than $2 billion in sales in two years, with an average pre-sale rate of 79 percent.

Ask us about these projects! • Hyatt Aqualea, Florida • Ginn Companies • Avalon, Biloxi, Mississipi • Hammock Beach • Reserva Conchal, Costa Rica • Hilton • Cranberry Cove, Ontario • Centex Destination Properties • Tremblant, Quebec • Intrawest • Mammoth Mountain, California • Sandestin Golf & Beach Resort, Florida • Sandestin Golf & Beach Resort, Florida • Abercrombie & Kent • Cresthaven, New York • Les Arcs, France • Les Arcs, France • Ritz Carlton, Cayman Islands • Ritz Carlton, Cayman Islands • Lake Las Vegas • Lake Las Vegas • Lake Tahoe • Punta Mita, Mexico • Showshoe Mountain, New Jersey

page PROJECT BACKGROUND

Every Strategy presentation begins with several weeks of thorough research on the developers project and the unique requirements, thus uncovering a full evaluation of the project, including:

• Identification of Market Segments • Competitive Analysis • Target Demographics • Media Planning & Performance Projections • Web-Based Project Management Tool • Current Sales Analysis

N5R then develops marketing solutions for the client based on their unique goals.

Some of the best developers in the market have trusted N5R with their marketing campaigns to acieve great success:

page developer vision

N5R conducts a thorough analysis of the clients’ vision and maps it out in a clear and concice fashion. This analysis highlights some of the key features of the developers vision including:

• Why do the project • Vision of completed project • Review architectural drawings • Top amenities, unique selling points • Project details: number of units, sales absorption rate, sales volume • Top goals

page market review

A successfull marketing campaign is tied in with a complete and thorough understanding of the market where the development is situated. As such, N5R usues the latest tools and media available to answer important questions including:

• Market overview • Buying behavior of market • Industry overview • Demographics • Location advantages • Supply/demand

page market review Stats

Developer Competition Supplimentary Data Analysis Data Analysis Data N5R demonstrates the results of the market review

MS LA FL CA NC findings with easy to understand graphs and charts,

GA FL TX NV MN clearly showing the most significant sectors such as: AL AL GA WI VA

GA FL LA NY MO

NJ MS • Housing statistics MS MI IL

NY LA AL NJ KS KS • Demographics TN TN

IL NY AL • Location advantages • Supply/demand OVERALL NORTH AMERICA CANADA • Months supply

Alberta Europe Canada • Velocity by price range Quebec North America Mexico Ontario South/Central America United States

NA Other Other BC

PRIMARY markets secondary markets

page target buyer profile

Once we have identified the major buying segments for a project, we create a “micromarketing” campaign with customized messaging that appeals directly to each prospect. Mass marketing is one of the least persuasive and cost-effective ways to reach prospects. That’s why N5R has developed the PersonaWeb Program—a highly targeted way to capture major market segments. We connect to potential buyers with personalized websites that present the most salient messages, images and offers for them.

Age Groups Marketing elements include: 50-69 46-49

• Websites (Personalized & Traditional) 40-45

35-39 • Video E-mail & DVD 30-34

• E-mail Campaigns 26-29

22-25 • Personalized Direct Mail Major Zip/Postal Codes • Print & Outdoor Advertising • Radio/Television L6H L5R

• Event Planning L5M

L5B

page Competitive analysis

In order to make each and every one of our Micro marketing campaigns a success we thoroughly analyze the competition and map out their strengths and weaknesses and position our clients brand in a unique way. In this way we can showcase the developers unique selling proposition every time and further brand the developers vision in it’s most powerful form–customized exactly to it’s intended target audience.

#1 Competition #2 Competition Developer Project

· Spacious 2 and 3 bedroom villas located in the resort · A variety of villa and home styles with several different · First-class golf course at your door step · Indoor and outdoor living spaces bedroom packages · Panoramic golf and ocean views · 355 boat slip Marina Papagayo (2008) · Panoramic ocean and hacienda views · Onsite medical facilities · Wrap-around terrace and balconies

Prices Prices Prices

Four Seasons Villas: $1.9 to $3 million Villas: $890,000 Villas: $1,500,000 Homesites: $600,000 to $2.5 million Developer homes: $1.3 to $2.3 million Homesites: $585,200 Las Terrazas: $1.9 to $2.5 million Condominium: $799,714 Homes: $925,500

Square Footage Square Footage Square Footage

Four Seasons Villas: 2,100 to 2,750 sq. ft. Villas: 3,137 sq. ft. to 3,955 sq. ft. Villas: 1,945 sq. ft. Homesites: .75 to 3 acres Developer Homes: 4,834 sq. ft. to 7,650 sq. ft Homesites: 11,427 sq. ft. Las Terrazas: 2,700 sq. ft. Condominiums: 823 sq. ft. Homes: 1,358 sq. ft

page S.w.o.t. analysis

Results of all data acquired in the previous steps gives us great insight into the project and can be compiled into four main categories of Strengths, Weaknesses, Opportunities & Threats or what we call a SWOT analysis.

Strengths Weaknesses Opportunities Threats Location Location Golf Industry Weather Price Resale Condos Eco-tourism Competition Amenities Lacks brand power Investment Potential

60 Years Old

45 Years Old Investment - MLC Staff

50 Years Old IN Future Use 32-45 Years Old MI Investment & Personal Use 55 Years Old IL Investment 28-45 Years Old

30 Years Old Recreation

40 Years Old

IN 60 Years Old 35 Years Old Investment - MLC Staff

45 Years Old MI Future Use 50 Years Old IL Investment & Personal Use 32-45 Years Old Investment 55 Years Old

28-45 Years Old Recreation

30 Years Old page

40 Years Old

35 Years Old sales process review

Plan and execute marketing campaigns that generate demand for your property. Capture those leads through a variety of channels including your website.

page 10 Chart provided by SalesForce.com sales process review

Chart provided by SalesForce.com page 11 sales process review

Chart provided by SalesForce.com page 12 sales process review

• Off-site advertising

Van Leer Place 110 Hoboken Avenue, Jersey City • On-site signage mystery Shopping Report • Critical sales path Van Leer Place

110 Hoboken Avenue, Jersey City • Tour details

• Product knowledge

• Sales systems

• Broker outreach, commission programs

• Mystery shopping (sales & rentals)

• Sales training

• Under contract procedures

• Improvement areas identified

page 13 internal systems audit

• Office procedures (hours, staffing, training)

• Sales software

• Computers

• 800#’s

• Signage

• Sales Center

• Web leads (How they are handled)

• Call-ins (How they are handled)

• On-site traffic

• Sales management

• Sales training

• Weekly sales reports, traffic,media, and demographics

• Improvement areas identified

page 14 formula follow-up

Q u i s q u e a l i q u e t r u t r u m • Guest cards l e c t u s . P r o i n n o n e r o s . P r aesent ac massa. N a m e g e t u r n a . c R a s s e d v e - l i t v itae lectus tem - • Registration system p u s r u t r u m . C u r a b i t u r s c e l e r i s q u e f e l i s . • Follow up plans

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• E-mail Logo Logo

Ro s s , W elcome to t h e community

Exquisite by Nature HELLO ROSS

Ross, Register Now Q u i squ e a liqu e t ru trum lectus. P ro i n no n

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page 15 COMPETITIVE MARKETING MATERIAL

page 16 COMPETITIVE MARKETING MATERIAL Descriptive Vocabulary

Key words and descriptive vocabulary is crafted to evoke and create a brand identity.

Finest Luxury Distinguished Breathtaking Sophisticated

Charming Lavish Evoking Sensational Exceptional

Beauty Exotic Stunning Romantic Desirable

Detail Exquisite Quality Distinction Remarkable

Idyllic Unique Harmonious Style Intimate

Enchanting Distinct Refined Extravagance Exclusive

page 18 Campaign Messaging

Customers behave according to their perceptions (emotions), not according to the actual values (logic). Here are some examples of messaging that a developer can include in the communications strategy.

Paradise. Refined. Redefined. Something Extraordinary is on Your Horizon

What is the Nature of Your Dreams? Where Imagination Meets Exhilaration

Where Will Your Dreams Take You? Discover the New Nature of Exclusivity

A Timeless Community in Costa Rica Exclusive Living – Right out of the Blue.

Where Extraordinary is Par for the Course Expect one thing. Everything!

page 19 MymailTM Personalized Direct Mail Postcard

Pull here Drake, Drake, It’s time to experience life, It’s time to experience life, One leisure at a time. One leisure at a time.

Where luxury meets the Ocean

FPO PRESORTED STANDARD POSTAGE PAID FPO Experience the Exclusivity. Experience the Elegance.

Experience the Ocean Club.

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R e g i s t e r o r c a l l f o r m o r e i n f o r m at i o n

Visit www.drakeleddy.oceanclub.com (800) xx-xxxx

models do not depict racial preferences. prices, availability and specifications subject to change without notice.

page 20 Personalized Web site and URL

Hello Drake, Experience the Exclusivity. Experience the Elegance.

page 21 Tell a friend Contact Us Register

Experience the Exclusivity. Experience the Elegance.

Drake, Feel the Breeze Amenities & Services Nam sed mi streetscapes Sub section 1: Nam sed mi Sub section 2: Nam sed mi streetscapes

Pellentesque a lacus. Nam sed mi. Duis sapien dolor, aliquam ut, placerat vel, tempus vel, nulla. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus.

Floorplans The Post & Beam accents, stone detailing and pleasing streetscapes will be lighted by historic streetlamps and directed by Nam sed mi streetscapes vintage street signage. Private streets, ample guest parking, walk- ing/ski trails leading to the tennis club and pool, and landscaping throughout will be carefully implemented to be appreciated from any vista, including your own balcony.

Community & Area Information Namsed mi streetscapes

page 22 Property Brochure

Dedicated to our future residents and guests

BREATHe IT IN WITH YOUR EYES. SEE THE POSSIBILITIES WITH YOUR HEART.

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cover interior spreads

page 23 Fulfillment Brochure

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riurem iriure et ametum

san heniat nonum quisl et lutatue.

• inisl ut nis dolortis

• nonsecte vent nos Where sky matches perfectly to earth, • to od doloborem and now your silhouette. • venissed tat sandreet

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iure do conulla faccum Na conse duismod olorperosto od tat dolorpe riurem iriure et ametumsan heniat nonum quisl et lutatue euisi.consectet, vul. inisl ut nis dolortis nonsecte vent nosto od doloborem venissed tat. Modio conullutpat. Numsandreet dolute et luptat pratum quip euipit vel dolore volor sim venim zzril del et veliscil do conulputetum augait

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Erit am, consed eu feummy nibh ea ad ex eugait lan henim init wiscin orem del ut ulluptat. Volessis nos acidunt ulputpatue con utpat. m www.ownendless-sky.co

Long after you put the telescope down, Cover and inside spread the vision of this place keeps getting bigger.

Pull-out map of constellations above Endless Sky page 24 Personalized Direct Mail- Unique Format Sample 1

ALL 35 STOREYS OF IT.

CHRISTINE, WATCH SPECTACULAR STYLE UNFOLD.

page 25 Personalized Direct Mail - Unique Format Sample 2

CHRISTINE, WATCH SPECTACULAR STYLE UNFOLD.

page 26 Personalized Direct Mail - Unique Format Sample 2

www.christinebrennan. liveonyx.com

page 27 MymailTM Personalized Email

f e r n a n d o ,

the colors of the future

Make The Rese r va Imagine C o n c h a l C l u b y o u r f av o r i t e n e w p l a c e .

Ideally situated between the golf course and the sapphire waters of the Pacific is the new Reserva Conchal Club. The Club, opening in December, is unlike any in the Americas. It’s 55,000 square foot Clubhouse is a marvel of architecture, combining a handsome contemporary design with the romance of the ancient Aztecs and Mayans. The only private beach club of its kind in Costa Rica; and it’s reserved for Reserva Conchal homeowners. • Two swimming pools surrounded by chaise lounges • Restaurant, snack bar and poolside lounge for dining • Fitness center with state-of-the-art equipment • Spa for body treatments and skin care therapies • Beach and Spa boutiques for apparel and accessories • Complimentary Kid’s Club with a variety of activities To inquire about our upcoming property releases, call 888-495-1087

R e s e r va C o n c h a l e x c l u s i v e B e a c h and Golf Community C a b o V elas, Guana c aste, Costa Ri c a , P. O . Box 91-5150 i n f o @ r e s e r va c o n c h a l . c o m • w w w. v i s i t r e s e r va . c o m

page 28 MymailTM Personalized Video E-mail

page 29 how MymailTM works

Tell a friend Contact Us Register

Experience the Exclusivity. Experience the Elegance.

Feel the Breeze Amenities & Services Personalized Website Nam sed mi streetscapes Sub section 1: Nam sed mi Sub section 2: Nam sed mi streetscapes

Pellentesque a lacus. Nam sed mi. Duis sapien dolor, aliquam ut, placerat vel, tempus vel, nulla. Cum sociis natoque penatibus et Referral Component magnis dis parturient montes, nascetur ridiculus mus.

Floorplans The Post & Beam accents, stone detailing and pleasing Drake, streetscapes will be lighted by historic streetlamps and directed by Nam sed mi streetscapes vintage street signage. Private streets, ample guest parking, walk- ing/ski trails leading to the tennis club and pool, and landscaping throughout will be carefully implemented to be appreciated from Discover where luxury any vista, including your own balcony. Community & Leads Database Area Information meets the ocean Namsed mi streetscapes

Property Database

The time is Hello DRAKE, now to build Quisque aliquet rutrum lectus. in non eros. Praesent ac massa. Nam eget urna. Cras sed velit vitae lectus tempus your dreams Visit www. d r a k e l e d d y. o c e a n c l u b . c o m Where luxury meets the Ocean Registration Personalized Website Acquired Mailing List Referral Component Personalized Direct Mail Drake Leddy Referral Component Leads Database Leddy Ventures / Presidian 9000 Tesoro Drive, Suite 300

QualiﬁcationSan Antonio, of Leads TX

78217

USA Pre-populated registration form

866-388-8797 Property Database

[email protected] Personalized Follow-Up

Registration

Acquired Mailing List Personalized Direct Mail Referral Component

Qualiﬁcation of Leads

page 30

Personalized Follow-Up how MymailTM works (sample execution)

Segmented Websites • Consumers • Brokers/Realtors • Investors • Unique URLs and personalized websites

Personalized Website Referral component

Registration

Personalized Direct Mail Referral component

Qualify Leads

Personalized Follow-Up

page 31 MymailTM real-time follow-up

page 32 online marketing

Why Online Marketing? Cost Effective. Time Effective. Results Effective.

“80% of home buyers

www.NJ.com www.wsj.com www.rent.com start their search online” www.NYT.com www.newjersey.craigslist.org www.northjersey.com - National Association of Realtors 2007 www.hobokenreporter.com www.kannekt.com www.businessweek.com www.villagevoice.com www.moving.com www.cnn.com “69.6% of Americans www.hudsonreporter.com www.theadvocate.com www.newhomesandcondos.com have internet access”

- Neilsen 11/06

page 33 Banner Ads

THE new age OF luxury living.

Visit Jersey CitY’s finest green neighborhood and be eligible to win our smart car!

Visit Jersey City’s finest green neighborhood and be eligible to win our smart car! CLick here for more!

CLick here for more!

page 34 national media outlets

Executive Medical

Law

page 35 national media outlets

Golf Travel

page 36 LOCAL Media outlets

Golf Styles Media Group Denver New York Atlanta Denver Post (denverpost.com) New York Times Philadelphia Crain’s Business New York New Jersey Houston Wall Street Journal Carolina Houston Chronicle (chron.com)

Philadelphia Miami Los Angeles Philadelphia Inquirer (philly.com) Miami Herald Los Angeles Times www.phillystylemag.com Haute Living Key Biscayne Atlanta Arizona Arizona Republic Ajc.com Milwaukee Milwaukee Journal Sentinel (msj.com) Chicago San Francisco San Francisco Examiner Chicago Sun Times Minneapolis Chicago Tribune Twin Cities Business Journal Crain’s Chicago Business Washington DC Star Tribune Chicagolawbulletin.com Examiner Washington Post Dallas Legal Times Dallas Morning News (dallasnews.com) Dallas Business Journal

page 37 SEARCH ENGINE OPTIMIZATION

Search engines are edging up on e-mail as a primary Internet activity and have become an increasingly important part of the online experience of American Internet users. In this information age, Search Engines are the gateway to reaching your prospective clients. If your website can’t be found on search phrases other than your brand name, terms which are relevant to your geographic area, customer segment, and project details, then you are neglecting the most cost effective marketing channel: your website!

N5R Natural Search Marketing Program

Competitive Set Analysis

META Title, Description, and Keyword Research and Optimization

Website Textual Copy Optimization

Website Image and HTML Code Optimization

Website Search Engine Marketing component inclusion

Website traffic analytics package installation

External Inbound Link Acquisition Campaign

Submission to Vertical and Niche Directories

Monthly Reporting on Search Engine Ranking and Website Traffic

page 38 pay-per-click

PPC is particularly useful for newer websites which are not currently being picked up and ranked by the search engines

PAY-PER-CLICK

Benefits include:

Budgeting

Effectively target

Campaign Flexibility

Pay for Targeted Success

Testing Possibilities

Immediate Results

Brand Awareness

page 39 pay-per-click

Primary Components of the N5R PPC Marketing Program Include:

• Keyword Research to find out what terms/keywords are being searched and who the competition is.

• Creating PPC Ads: (Copy for Text Ads, Creative for Image Ads, or Video for Video Ads).

• Creating landing pages specific to the ad campaign categories.

• Measuring performance using the N5R Digital Dashboard for reporting on ROI.

The first is estimated number of searches done for keyword phrases relative to your product and geographical location. The terms are then used in the Google PPC keyword estimator tool to gather data for traffic and cost of a possible Google Pay-Per-Click campaign. This data provides a snapshot of possibilities for generating PPC traffic and the cost associated to your website.

page 40 Public Relations

Why PR? The bottom line, public relations versus other marketing communication tools delivers the most bang for your buck

A public relations program will be utilized to create awareness and visibility for Reserva Conchal. This should include media relations, development of story idea and pitching to the media.

• Media coverage increases credibility • Media coverage helps you attract “quality” prospects • Media coverage makes you a player • Public relations helps you avoid price competition • A public relations program stretches your marketing budget • Best way to launch a brand

Story Angles •Great investment •Luxurious amenities, upscale, extravagant, classy and elegant •Luxury living on 2297 acres with beach front •Attractions and wide range of adventure activities – golf, horseback riding, eco-tourism •Many direct flights around the United States under 4 hours

page 41 Events & Trade Shows

To create a unique campaign and bring added attention, we recommend the following modular campaigns that could be combined with the N5R Marketing Methodology. These campaigns will give the added advantage of a pre-qualified audience based on interests, income level and age. For any or all of the campaigns listed below.

Cultural Event Charity Event Themed Events Monthly Events

page 42 N5r digital dashboard – Comprehensive campaign tracking

Your Logo here

N5R Digital Dashboard Campaign Overview:

On this page we see the following metrics about the Campaign;

• Total Number of Visits to the website in this campaign

• Total Number of Unique URL visits in this campaign

• Total Number of Registrations in this campaign

• Average Cost Per Lead and Cost Per Registration across all initiatives in a campaign

• Overview of Online Marketing Initiatives and Performance (Including the performance of individual Pay-Per-Click key words)

• Total and Average performance of all Mass Emails that have been sent out (including number sent, number delivered, number opened and number clicked through

Almost every page on the Dashboard allows the numbers to be presented for any date range. Simply select the date range on the left hand side and the numbers will automatically update. All interactive aspects of the Dashboard are using an internet technology named AJAX (Asynchronous JavaScript and XML). This allows for information on the page to be updated without the whole page having to reload. This is the same technology that is used on sites such as gmail, google calendar, and many more. This is one of the key features used in the term Web 2.0.

page 43 N5r digital dashboard – Comprehensive campaign tracking

Your Logo here Initiative Performance Page Media Summary Web Traffic Trends

The initiative performance page breaks The media summary section breaks all This section presents a list of all the down all of the numbers from the the initiative down into their media type: initiatives in the campaign with a overview page into their discreet Online, Direct Mail, E-mail, Print, etc. checkbox beside each one. Once marketing initiative. Be it direct mail, checked, it will graph the website traffic Here you can see how each channel mass e-mail, websites, landing pages, trend on the chart. Select all initiatives is performing as a whole. It shows the print ads, billboards, signs, etc. or select one. Select a date range. effectiveness of each channel as well as See when a Direct Mail was delivered. There is comprehensive tracking of the Conversion Rate, Unique URL visits, This information is valuable and per the number of visits a particular ad has Registrations, Calls, Cost per Lead, initiative really brings a new insight as received, the number of visits from and Cost per Registration. to the performance of ads. Personalized Unique URLs, the number Phone Performance of calls, the number of registrations as Live Website Traffic well as the conversion rate and cost per This section lists all of the phone Monitor the traffic to your website in lead and cost per registration. numbers used across all campaigns, real-time. See who’s visiting, what page the associated URLs and shows the This information is invaluable when they are on, how long they been there, number of calls received to each. making key decisions as to which the number of pages they have marketing channels are working and Unique URL Visits viewed, etc. which channels are not. This section allows you to view a list of This is just a brief overview of the We also get a complete breakdown of all the individuals that have visited their information that is presented in the all the statistics from each Mass E-mail Personalized URL (www.YourName. Dashboard. N5R looks forward to we deploy. The number of emails sent, YourDomain.com) and when. By selecting providing you with comprehensive the number delivered, the number of an individual you can get detailed contact campaign performance tracking. people who unsubscribed, the number information about the lead. of people that opened the e-mail and the Registrations number of people that clicked-through When someone fills out a registration from the e-mail to the website or landing form that information gets captured in this page. section on top of the e-mail notifications that get sent. Here, all the registrations are presented in a grid that can be sorted, filtered and searched. It gives you detailed information about the person that registered including the initiative that brought them to the site, the registration reason, and all their contact and survey information. page 44 The Digital Dashboard can show: Cost Per Lead, Cost Per Registration, Registrations Per Day, Visits Per Campaign, Registrations Per Campaign and Visits Per Day

Signage $75

Direct Mail $15

Print Advertising $75

TV Campaigns $100

Cost per Lead

Signage $300

Direct Mail $50

Print Advertising $150 830 7

TV Campaigns $200 Cost per Registration Visits per Registrations Campaign per Campaign

Registrations per Day Visits per Day page 45 Glossary of terms

A Cookie - information stored on a user’s computer by a Web site so K R preferences are remembered on future requests. Ad Tracking Research - Measurement of the effectiveness Key Word - Word used to perform a search Relationship Marketing - Marketing that helps companies develop of advertisement over time. CPA - Cost-Per-Acquisition. A measured that can often be misleading as long-term relationships with its customers. Kiosk - An electronic/interactive tool that serves an information and/or most media agencies only take into account the cost media and not the Affiliate Marketing - Third-party website ad serving model under point-of-sale station. RFID - Radio Frequency Identification Tags. Used by companies for total cost of acquisition. which affiliates get compensated on a per sale/click/registration model. product tracking during distribution and stocking. Also, used to track CPC - Cost-Per-Click. A measured that can often be misleading as most L people at tradeshows and other events. Avatar - A visual or graphical representation of a person media agencies only take into account the cost media and not the total in the internet. RFM - Recency, Frequency and Monetary value. A measure used to gage cost. Lock-in - Refers to the ability of companies to ensure their customers do not switch to competitors customer value and loyalty. B CPM - Cost-Per-Thousand (i.e. cell phone companies). ROS - Run of Site. Option that allows the placement of ads throughout Bandwidth - Rate at which data is transferred over a communications CRM - Customer Relationship Management. one website. M medium (i.e. a T1 internet connection has a bandwidth of 1.544 MBPS) CTR - Click-Through Rate RSS - Rich Site Summary or Really Simple Syndication. MAPP - Mathematical Analysis of Perception and Preference. Banner Ad - Is an ad placed through a website. Technique used to distribute dynamic content (i.e. news headlines). Customer Lifetime Value - Value of a customer to a firm over the life Marketing Mix - The unique blend of products, pricing, promotion and Banner Blindness - Term used when website visitors ignore of the customer-firm relationship. distribution targeting a specific group of people. S banner ads. D Markov Model - Probability that the user of each brand in a category Search Engine - a program that indexes documents, then attempts to Blog - A web log. will switch next time to each other brand. match documents relevant to the users search requests. Data Mining - Data mining is the process of reviewing and analyzing data Bluetooth - Technology that connects devices wirelessly. for the purpose of identifying common characteristics that may be useful MBLOG - Mobile Blog (i.e. dodgeball.com). SEM - Search Engine Marketing. Marketing that focuses on helping Brand Equity - Brand equity is a set of perceptions, knowledge, and for other purposes. companies rank higher in search engine results. M-Commerce - Mobile Commerce. behaviors on the part of customers that creates demand and/or a price Database Marketing - Database marketing is the process of SEO - Search Engine Optimization. The process of choosing targeted premium for a branded product—in other words, what the brand is worth managing lists, identifying prospective customers, and tracking marketing MMS - Multimedia Message Service. keyword phrases related to a site, and ensuring that the site places well to a customer. Brand equity may also be defined as a set of elements such and sales information using databases when those keyword phrases are part of a Web search. as brand associations, market fundamentals and marketing assets that N help distinguish one brand from another. Digital Cash - Payment services such as Pay Pal. Smart Card - Card imbedded with a microchip that stores data. Netiquette - Stands for network etiquette. Brand Value - Brand value is the net present value of future cash flows DRTV - Direct Response Television. SMS - Short Message Service (same as text message). from this branded product minus the net present value of future cash flows Netizen - Internet citizen. DSL - Digital Subscriber Line Spam - Spam is the term used for unsolicited e-mail. from a similar unbranded product—or in simpler terms, what the brand is Network Effect - As more people participate in a network, worth to management and shareholders. While measuring the brand value the network becomes more valuable to each participant. Spider - Software used by search engines to identify web pages. of a product or corporation has its usefulness, the act of measurement by E Splash Page - Page that leads to the home page of a website. itself will not make a brand more valuable or less risky. EDI - Electronic Data Interchange O Stickiness - Amount of time spend on a website. Broadband - Broadband refers to the ability of the user to view content EMS - Enhanced Messaging Service. Allows the transmission Open Source Software - Free software open to anyone to change across the internet that includes large files, such as video, audio and 3D. of rich text and media. or improve. Spyware - Software downloaded on user’s computer for the purpose of Broadband refers to an increased ability to do so. collecting and reporting data. eWallet - System that stores a customer’s data for easy retrieval for Opt-in - When users give marketers explicit permission to send them Business Intelligence Tools - Software tools that allow users to online purchases. information. manipulate, interpret and display data through dashboards. T Ezine - Electronic Magazine Opt-out - When users do not give marketers explicit permission Trick Banner - Banner ads that trick people into clicking them. Buying Intent - Likelihood that a consumer will purchase a product to send them information. or service. F Tweens - Children between the ages of 9 and 12. Factor - A variable that is controlled or manipulated. P C U Flash - Multimedia interactive technology developed by Macromedia. Page Jacking - “Stealing” a page from one site for use in another. CAC - Customer Acquisition Cost. Total cost associated with User Interface - How users interact with software and hardware. User acquiring a customer. Focus Group - A technique in which a group of participants are brought Page View - Same as “Hit.” Interface refers to the intersection of the technical aspect of a system and Caching - Storage of Web files for reuse at a later time. together to provide feedback on ideas, products and services. Pass-AlonG Rate - Percentage of people who pass along its users. FTP - File Transfer Protocol. a file or message. Click Fraud - When someone clicks on an ad with the sole purpose V of driving up the pay-per-click cost. Peer-to-Peer - Computers connected not through a G centralized network. Viral Marketing - Marketing that leverages customers to promote a Click-and-Mortar - A business that has both a physical and an company’s products or services. online presence (i.e. Best Buy). GPS - Global Positioning System. Penetration - market share held by a given firm or product within a specific market or industry. Click-stream - A user’s Internet activity including websites visited, H VOIP - Voice Over IP. Technology that allows telephone calls over Permission Marketing - Marketing to customers who IP networks (i.e. internet). length time, and actions during the visit. Hard Bounce - An e-mail that has bounced back to the sender have opted-in. undelivered. Click-Through - the process of clicking through an online W Podcasting - Broadcasting of rich media files over the internet advertisement to the advertiser’s destination. Hit - Request of a file from a web server. (i.e. video or audio) Web 2.0 - A web were content is created by users. CMS - Content Management System I Pop-Up Ad - Ad displaying in a separate browser window. Cohort - A group of individuals having a statistical characteristic in Wi-Fi - Wireless Fidelity. A form of wireless data communication. common in a demographic study. IM - Instant Messaging. Technology that allows users to communicate Portal - A website gateway to other webistes. through a network (i.e. Yahoo, AOL, etc). Wiki - A web based knowledge database were content is generated and PPC - Pay-Per-Click. Contextual Marketing - marketing that occurs when a person is managed by users (i.e. Wikipedia). ISDN - Integrated Services Digital Network. more likely to be interested in a product or service. PPL - Pay-Per-Lead. ISP - Internet Service Provider. WOM - Word of Mouth Marketing. A form of viral marketing. Conversion Rate - Percentage of Website Users that PPS - Pay-Per-Sale. Take a Desired Action. Pure Play Business - A business that only has a web presence (i.e. Ebay). page 46