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Opportunity
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NEO Resource
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Benefit
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Typical Costs
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Identify NEOs on customer databases
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NEO Customer Optimisation*
Modeling tools identify and flag NEOs on basis of known customer characteristics
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The ability to differentiate customers increases high-margin revenue, reduces marketing costs, and improves productivity
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$140,000 to $180,000 fee; plus $75,000 license fee per year (min 3 years)
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Identify NEOs by Geograhic area, e.g., postcode, zipcode, CCD (Census Collector District – 200 households)
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NEO GEO*
This report identifies the proportion of NEOs in relevant areas and enables effective marketing, store location, etc
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Direct contact in NEO areas increases high-margin revenue, reduces mailing cost
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$15,000 per major city per year (includes trend data)
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Identify most appropriate media to reach NEOs
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NEO Media Optimisation* **
Analytical tools to identify and track most effective media to reach NEOs for the specific product or service
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Eliminates guessing about best media choices and improves effectiveness of advertising spend
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$35,000 - $50,000 per year
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Develop brand identity and marketing content for NEOs
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NEO Brand and Marketing Content Design
NEO specifications and process for development of Direct marketing content, advertising content, and branding
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Improved effectiveness in attracting NEOs
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$50,000 - $100,000
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Confirm effectiveness of branding and marketing content
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NEO Brand and Marketing Content Testing
NEO qualitative research (focus groups & consumer panels) using sophisticated projective techniques and software analysis & reporting
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Validate or fine-tune brand propositions, creative execution, etc
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$10,000 per focus group (min of 6)
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