the bleedingEDGE

1 to 1 marketing
solution

Partner training program

“Bring them in
and
Bring them back”
 “Walking the Walk”

If you are going to sell 1 to 1 data base marketing then you bet-
ter be using it yourself.

Chance are the bleedingEDGE sales process is unlike any you

have used in the past. It is designed specifically to overcome
the roadblocks you will run into in selling 1 to 1 markeitng. The
sales cycle is compacted so your reps can take advantage of the
“emotional momentum” created initially and maximize your re-
sources ... especially your time.

It will only work if you embrace it, however. This means “un-
learning” thinking and acting like a traditional printer or pre-
press house.

PREPARING YOUR VARIABLE DATA ATTACK

Step One is to create a lead generation introduction campaign.

To begin with you must assemble the elements you wish to use
in the variable marketing pieces.

Element roster:
1. Background imagery
2. Front imagery
3. Side imagery
4. Insert imagery
5. Message box background
6. Company logo
7. Heading text (including variable components)
8. Message text (including variable components
9. Rep signatures (corresponding emails and phone)

To create a branding identity for your clients you will need to

customize the data input interface. The bleedingEDGE will pro-
vide you the back-end programming and a front end visual to
start with.
 ORGANIZING YOUR LEADS

Prioritizing your leads - clients and prospects

One of the biggest pitfalls to sales success is lack of lead prioritiza-

tion. There are only so many resources - especially time, so these
resources need to be maximized. Lead qualification and priorization
in the variable data world is much different than that of the tradi-
tional printing world. Remember, variable data clients are relation-
ship clients and will generate constant repeat business - even
possibly daily. The following critiria can give you a good start to suc-
cess.

1. Does your target have a product or service which is priced high

enoughto justify the inherently higher price of variable data printing.

2. Does your target generate enough business for you to justify your
time on an on-going basis.

3. Can you hit a corporate office and get the endorsement to bring
franchises on board through co-op programs.

4. Does your prospect have a customer base that is appropriate for

frequent repeat correspondence.

Organizing the details of your attack

Once you have analyzed your leads and determined your top
prospects (probably 20 to 30), it’s time to customize your collateral
specific to each of your targets.

Ideally, your marketing efforts will be most effective if you can cus-
tomize your pieces to each target. This may not be practical how-
ever. You might be able to segment out industries, geography, along
with featuring certain programs that are appropriate for certain in-
dustries. Your design elements (reference “preparing your attack”) -
both text and imagery should be as variable as you can make it. This
will demonstrate the power and awe of variable data marketing.

Help from the bleedingEDGE

One of the major benefits of partnering with the bleedingEDGE is our

research and lead prospecting. In addition to working with your own
leads, we will help “dig up” prospects for you and your sales teams.
We will focus on co-op situations and trade show exhibitors. Not only
will we give you contacts, we will start the sales process for you im-
plementing a marketing campaign featuring a lead generation effort
followed up with an introduction phone call to get you in the door.
After that you’re on your own ... so to speak.
 “The Client Sales Process”

The Approach

Always listen first. Your sales pitch must adapt to the needs of
the client.

Use the phone, not your car if you possibly can. And if you must
use your car then be geographically smart. Batch your appoint-
ments together to minimize your drive time. Time is a scarce
resource.

Use the tools that the bleedingEDGE has given you. We’ve laid
everything out . Whether it’s helping you close the sale or
makingit profitable to produce the work. We’re always open for
suggestions, but don’t just discount something because you’re
used to doing it a certain way. We understand it’s hard to
change - but embrace it.

The Procedure

Researcg and prioritize your leads for your “Walk the walk” at-
tack.

Use the scripted intro call to further assess the lead and build
the “emotional momentum” into the appointment.

Use the interview section of the CLOSE call to set up the close
and continue the momentum.

Use the proposal to dictate the pace and tone of the CLOSE
pitch.
 THE CLIENT INTRODUCTION
(PHONE CALL)

The goal of the client introduction is not to sell the program, but to generate ex-
ictment and get the prospect to want to sit down with you - face to face.

The bleedingEDGE is an “old school” direct marketing company. We help our

clients do the things they used to to do, and still should - but don’t seem to have
the time for anymore.

Our variable data 1 to 1 marketing programs “turn prospects into customers” and
“bring customers back for more” by using sophisticated direct marketing tech-
nologies. Technologies we tackle - not you. Every piece you send out or email is
individually customized to your firm, personalized to each target and timed to
produce your best response rates. And on top of it ... it’s all done automatically.
Once the programs are put in place, they just run.

Turn prospects into customers

The first of our program sets “turn prospects into customers.” For example, a
prospect that visited your firm would be sent a marketing piece featuring the exact
product or service they inquired about, whether a car or a computer - and it would
all be done automatically and sent out the next day by us.

Bring customers back for more

Our second set concentrates on getting your customers to come back. Imagine some-
one recently purchased a beach chair. They would automatcially be sent a piece
featuring a beach towel. Or if customer hadn’t visited you in say three months -
they would be sent a “we miss you piece.”

Everything is set up ahead of time

We have sixteen 1 to 1 data base marketing programs designed for specific situations
already set up and programmed. And every one of them is customized to your firm.
The best part, however, is once you activate a program - it works automatically. All
you do is enter the data and watch the results.
 THE SALES CALL
(PROSPECT INTERVIEW)

Before you can present the bleedingEDGE system, you have to gather information
on the prospect. This will allow you to feed back key issues and points that will
ultimately enable you to close the deal.

Goals

1. Whether or not the prospect is a good fit for the bleedingEDGE system.
2. Determine their main empathy points
3. Determine which programs would be a good fit for the prospect.
4. Determine data gathering strategies

Questions

1. Tell me about your business - open ended

- where is your business currently
- where do you want to take it
- what do you need to do to take it there
- what hurdles do you envision

2. Tell me about your marketing

- what are your profit centers
- how do you generate your sales leads (breakdown by profit center)
- what do you do with the leads
- sales software used to track leads (how does it work)
- trade show activity (how effective is it)
- what do you do to market to current customers (how effective is it)
- how do you keep track of your customer data
- who is in charge of your data (are they a team player)
 THE SALE CALL
(SALES PITCH INTRODUCTION)

The bleedingEDGE is an “old school” direct marketing company. We help our clients do the things
they used to to do, and still should - but don’t seem to have the time for anymore.

Our variable data 1 to 1 marketing programs “turn prospects into customers” and “bring cus-
tomers back for more” by using sophisticated direct marketing technologies. Technologies we
tackle - not you. Every piece you send out or email is individually customized to your firm, per-
sonalized to each target and timed to produce your best response rates. And on top of it ... it’s
all done automatically. Once the programs are put in place, they just run.

We let you take advantage of a marketing technology that wil give your company an advantage
over your competition, no matter how large.

Even though bleedingEDGE programs hit their target via the mail primarily, this is not traditional
direct mail. Our programs are more like having your sales staff literally phone each target and
relay the message - only without the intrusion of a call. Our programs are also as immediate as
a call. The day after we download your daily information, we print and send out your pieces -
first class.

Customization

The process begins with determining the programs that will help your firm get where you want it to
go. We sit down, talk and gather information. From here we uncover where you are now, where you
want to go and what we can do to get you there. We help you “connect the dots” and “fill in the
blanks.” Then we take our programs and customize them to your firm.

Personalization

Every piece you send out whether mail or email is specific to the the person receiving the piece -
personalized. If the piece is a follow-up to a conversation or visit, the content will reflect the product
they showed interest in, what happened in the meeting and include information specific to person
they talked to.

Timing

Everything is sent out when it should be to maximize its effectiveness. We fulfill everyday. A birthday
card will go out a week before their birthday and a “we miss you” is sent out according to your spec-
ifications.
 THE SALES CALL
(PROGRAM ROSTER)
At the heart of the bleddingEDGE system is the roster of programs. It is up
to you to act as a marketing consultant to your clients and prospects. You
are the expert on which programs will produce the best results.
“Exhibit on steriods”
Trade show follow-up
The biggest hinderence to trade success is not booth
design or even the show itself. It’s the lack follow-up
after show. Your “Exhobot on steriods” gives you an
immediate automated follow-up program featuring
the product or service your prospect was interested
in.
“Exhibit on steriods - full dose”
Trade show pre and post mailings
Sometimes just waiting for random show traffic isn’t
enough. “Exhibit on steriods - full dose” incorporates
an automated follow-up program along with a tar-
geted pre-show mailing to prospective show atten-
dees.
“You all come back now”
Generic follow-up
The biggest challenge in retail is combating the “walk-
away problem.” Once they leave without buying they
seldom return. “You all come back now” provides an
immediate automated solution featuring the product
or service they show interest in. It’s ideal in the au-
tomotive industry but will work in any retail setting.
“We’re not worthy”
Complaint repsonse
Unhappy customers are most often avoided like the
plague. Just the opposite should be the case. “We’re
not worthy” gives you custom response designed to
not only pacific but take advantage of the situation
with a TLC marketing approach.
“WOW, you must have been hungry”
Follow-up after large purchase
Big spenders like to be loved. “WOW, you must
have been hungry” does exactly that. Customers
who spend over a certain amount in one setting are
sent out a thank you note with an offer to buy
more.
“Look forward to meeting you”
Meeting confirmation
Sales calls don’t do any good if they’re not produc-
tive. Step one to to getting things done is making
sure the “other guy” is present not only physically,
but also mentally. “Look forward to getting to-
gether” lets you confirm a meeting and at the same
time set an agenda - your agenda.
“Don’t forget the crickets”
Complimentary product reminder
Virtually every product has a complimentary prod-
uct or service. “Don’t forget the crickets” allows
you to get repeat business by marketing these di-
rectly after the inital purchase by periodally fea-
turing items that should be purchased on an ongoing
basis.
“It’s that time of the year again”
Holiday offer
Seasonal products and services need be marketed
at the right time. A business can literally base its
marketing around promotions such as Halloween,
Valentine’s Day or Mother” Day. Why not have a
personalized automated program that does just
that.
 “Haven’t seen you in a while”
Customer re-activation
It’s hard enough getting a customer, so the last thing
you want to do is let them fade away. With “We
haven’t seen you in while” you can automatically con-
tact a customer who hasn’t patronized with a pre-
determined time frame with a re-activation featuring
“come back in” offer.
“Don’t be a Grinch”
Gift certificate solicitation
Holidays are often the biggest business opportunity of
the year. Take advantage of it by promoting YOUR
business. “Don’t be a Grinch” enables you offer gift
certificates or cards or whatever else you wish - all
automatically.
“Happy Birthday”
Birthday program
Everybody wants to be acknowledged on their birth-
day - whether they admit it or not. “Happy Birthday”
gives you another opportunity to make an impression
- whether it’s marketing or just appreciation.
“We got a great deal”
Bulk buy pass along
The key to business success is finding good deals and
turning them over quickly. Enable your company to
jump on these deals by using “We got a great deal”
to notify customers that can take advantage of your
good fortune with “pass along” savings.
“Help I’m expiring”
Warranty expiration notice
Once a warranty on a product expires, to opportuni-
ties arise. Warranties can be extended or better yet,
nwe product can be purchased. “Help I’m expiring”
automatically enables you to market the options to-
gether or separately.
“We would like to meet your friends”
Referral program
A company’s most valuable asset is the customers.
Maximize your assets by getting them to work for you
by referring their friends. “We would like to meet
your friends” is an automated referral program allow-
ing you to target who and when you want.
“We just got this in”
New product announcement
Preferred customers, or any customers like to be kept
abreast of new products and services. It makes them
feel special. “We just got this in” lets them “keep up
with the Jones” with an announcement only they
know about.
“Join the CLUB”
VIP Club program
Imagine being VIP at your favorite watering hole.
“Join the CLUB” lets you create axactly that for your
customers. Benefits of the “Club” can be anything
you want and set however you want. Every retail
business should set up their own “Club.”
 THE SALES CALL
(THE CLOSE)

Customization

The process begins with determining the programs that

will help your firm get where you want it to go. We sit
down, talk and gather information. From here we un-
cover where you are now, where you want to go and what
we can do to get you there. We help you “connect the
dots” and “fill in the blanks.” Then we take our programs
and customize them to your firm.

Personalization

Every piece you send out whether mail or email is specific

to the the person receiving the piece - personalized. If
the piece is a follow-up to a conversation or visit, the
content will reflect the product they showed interest in,
what happened in the meeting and include information
specific to person they talked to.

Timing

Everything is sent out when it should be to maximize its

effectiveness. We fulfill everyday. A birthday card will
go out a week before their birthday and a “we miss you”
is sent out according to your specifications.
 THE SALES CALL
(THE CLOSE - cont.)

The implied close

In order to make this work - we have to take advantage of the emotional momentum
we’ve built today.

Welcome aboard, today is day zero. Over the next five days we have to put together
the content for your pieces (logo, signatures, text copy and applicable imagery) of the
products or services you want to market. Discuss the messages they would like to con-
vey and make sure they don’t forget the copywriting. If they need, we can assist in
the copywriting or provide templated material.

Here are the signature sheets for the reps or anybody else who would be using the sys-
tem. Ideally we would like an electronic version of the logo and we’ll size it accord-
ingly.

Once we receive the content, we can do the programming and process everything.
This should be about ten days. You will receive a username and password to access
the data input interface.

Now remember, we process and print every week day, so this requires your adminis-
tration (or the one responsible for interface data entry) to enter the leads erveryday
also.

The pricing

First, there no set-up or monthly fees. You only pay for the pieces you send out. (De-
tail the prices for the pieces for each of the programs they selected.) Remember to
tell them the pieces will sent out first class postage.

Now remember, since all of our programs are templated, we can batch all our clients
together in the print runs. Because of this you will receive prices which are signifi-
cantly better than other providers - assuming they could even do what we do.

The only thing we require from you is a commitment deposit of $500. This deposit is
a credit to your account for the first pieces you sent out.

lETS’S DO IT AND GET THE PROCESS STARTED!

 “Setting up your clients to succeed”

The Approach

During the interview process you should have obtained the infor-
mation needed to make the best guess for your client’s needs,
but it’s only a guess. During the CLOSE meeting meeting you
should have bee able to brainstorm on any program changes or
additions - creating the final roster.

Once the program roster is set, the details of each program

need to be laid out. Depending on the program, different pa-
rameters have to be addressed. For example, with “Don’t for-
get the crickets,” you and your client need to determine which
complimentary products or services should be marketed after
the initial purchas and specifically when the complimentary
pieces should be sent out (i.e. ten days later). Just remember,
we are always there to help out.

Determine the data strategy

The key to any variable data 1 to 1 marketing project is the ob-

taining the data to use. The are three ways of gathering the
data.

The first involves “turning prospects into clients.” During this

process your client will enter the data directly into their custom
interface we provide them on either the bleedingEDGE or your
web site.

The second and third ways involve “getting the customer to

come back for more.” The firs of these two processes uses the
data which has already been obtained via the client interface
and recycled. The second of the two involves using data which
is housed on your client’s system directly. An application of this
would be a warrantee expiration notice. Aquisition of this data
will be determined on the client’s internal system and any ex-
traction issues that may arise.
 “Designing for variability”

Technology can take us only so far. By using the bleedingEDGE

programs you can make sure the right person receives the infor-
mation with the right presentation at the right time. That’s the
beauty of of data base marketing.

To maximize your client’s response rate, their pieces still have

to have strong design. But that design has to work inside the
boundaries of 1 to 1 marketing. We’ve done everything we can
to make our programs as flexibile as possible from a design
standpoint - but there are limitations.

We have given you the option of ten layouts. There are four
sizes with flexibility of either reverse or positive type. This may
seem overly restrictive, but look at the bright side. The word
GENERIC is no longer part of your volcabulary. Use your expert-
ise to empower your clients by giving them the abilitiy to com-
municate through text and imagery specific to each of their
targets - essentially “in their language.”

The key to “designing for variability” is knowing where to start.

When using the bleedingEDGE programs, we suggest you start
with the background. Remember it’s all about getting a specific
person to do a specific thing at a specific time. Use the back-
ground to feature the product or service your client is interested
in based on the information you have - the data, by using appro-
priate imagery depicting that product or service. If the product
is a car - make the background the exact car the target has
shown interest in last time they were in ... amd make it look ap-
pealing. This is where your expertise comes in. Then use the
other imagery to build on the background, such as other fea-
tures and views or even complimentary products.

Once you’ve determined the imagery, just follow the specifica-

tions outlined in the layout descriptions in the technical training
manual. The specifications tell you exactly how large the image
can be along with their exact placement in the piece. Just
make sure the images are labeled so we can tell what they are -
no codes please.

The last step is tell us what’s supposed to happen under what

conditions. For example, if a prospect test drives a Ford Mus-
tang, then the background image should be a Mustang and the
insert image can be it’s interior, etc. Don’t worry - after doing
it a few times, it’s a breeze. And remember, we’ll always be
there to help you. GOOD LUCK!
the bleedingEDGE
the-bleedingEDGE.net
406-696-2820