Is not Google

Kody Bradbury Amanda Dean Christina Dick Deb Jones Jessica Smith

Our Goal

• Generate 50,000 new bing Cashback sales • Increase brand awareness and favorability

Direct & Interactive Marketing Channels

• E-mail• Search Engines• Awareness• Facebook• iPod app

Our Audience

• Millennials• 18-30 years• 50M in U.S.• More Educated• More Diverse• Less Religious• Optimistic

5 Points for Connecting with Digital Millennials

1. Lose The HypeProcess information and change quickly2. Listen UpAllow for feedback & commentary Show appreciation by including them in brand decisions3. Get OriginalOffer "limited editions" & other time sensitive offers 4. Give Them ControlCustomize products (e.g. iTunes, customers can buy in any combination)

5. Be EntertainingAllow for media sharing and viral marketing

(M&M's campaign-candy avatars)

Personas

We’ve narrowed bing Cashback’s audience into three personas…

Joel

Age: 25

Computer gamer (nerd)

Loves surfing the internet

Sophia

Age: 18

Shopaholic

Expert at finding discount designer clothes

Pam Age: 30

Mother of Two

Appreciates convenience

Coupon clipper

bing Cashback…

What is bing Cashback?

• A product search service developed by Microsoft through the search engine bing

• Allows customers to:– Search multiple vendors for the best price– Offers a certain percent of “Cashback” on the total

amount you spend which goes into a Cashback account

– The customer can request the money after 60 days and only if the account has more than $5.00 in it

Strengths

• Price Comparisons– Notifies users of free shipping– Offers free shipping codes

• Up to 25% discounts – Gives you original & Cashback discount price

• Product Reviews – Compare positive and negative side by side

• Social Network Presence – Facebook, Twitter

Weaknesses

• Low Brand recognition and awareness– Underdog to Google

• Cashback program too complex– Long wait time

• Cashback program can be misleading– Price comparisons and Cashback bonuses are not always accurate

• Customer Service• Difficult for customers to access• Lack of transparency

― Disconnect between how bing is advertised and what the site is actually like

Overcoming The Obstacles…

4 Main Tactics• Empower bing Ambassadors

– Find customers online that support bing – Bring them forward and recognize them

• Make it Transparent– Show bing for what it really is so customers know what to expect

• Make a product people can love– Create an online community where users will create content and

buzz

Simplify the Process- Give Cashback a more unified appearance - Make it easier to use and understand

How to Increase Transparency & Customer Satisfaction

• Market bing as a savings plan – Cashback savings are returned in small increments– People associate small increments with savings– Aids in transparency

• Allocate Cashback earnings towards personal savings plan• Streamline Cashback operations

– Simplify and unify appearance and operation• Link Bing accounts to social networking sites

– Use Facebook Connect as bing login• Allow for greater levels of profile customization

How to Increase Awareness

• On-line Bing Ambassadors• Enhance Viral Marketing efforts• Create Community– Currently the bing YouTube channel is just bing

commercials; bing should utilize its social media more effectively

– Encourage bing ambassadors to create their own YouTube videos in exchange for Cashback credits

How to Simplify the Process

• Unify the shopping experience-Make Cashback purchases through a “bing checkout”

page-Reaffirms customer that they will get their discount

• Instantly credit Cashback into the savings account-Eliminates timely delays and negative customer

satisfaction• Track cookies to display related products of interest

How to get people to love bing (loyalty)

• Email loyalty program• Cheap• Customer retention– Cost effective, within budget guidelines– Cost per sale is cheaper for previous customers than for

new ones – Increase “Wallet share” or the number of purchases per

user• Have bing preferences in the customer profile• Notification

Assumptions and Implementation…

bing Cashback Assumptions

• 7 million registered users• Average sales/user = 2• Increase average sales/user by 20% to 2.4

sales/user/year• Results: 28,000/year• New Users: 22,000/2.4 avg sales per user =

9,167 new users

Email Loyalty

• Goal: Increase average sales/user by 20%• Users select their interests when they register

for bing Cashback• Newsletter is individually targeted based on

interest selections• Example: StumbleUpon• Impressions: 5.6 million/Users: 7 million/

Sales: 28,000/Cost per Sale: $6

Facebook

• Game strategy: 70 million on Farmville (Pam)• Turns real shopping into a game. The Cashback

“points” you earn are points in the game that you can use to “buy” things to increase your status and create new FB notifications

• Promote with notifications (free); widgets (free, shared by users w/network; PPC

• Impressions: 25 million/Visitors: 250,000/New registered users: 5,000/Sales: 12,000/Cost per sale: $30

Search Engine Marketing

• Ads on competitive search engines as well as bing for popular online shopping purchases– Pam: searching for great deals on household goods,

clothing for her family and eBay – Sophia: looking for steals on couture shoes and

clothes– Joel: comparison shops for the latest gaming

accessories & electronics• Impressions: 15 million/Visitors: 150,000/Users:

3000/Sales: 7,200/Cost per sale: $45

Mobile

• Joel is our target (Android user)• Ads – Inserted in apps related to gaming &

electronics– Games– “Deals” app (like Groupon) Bing Cashback

“Ambassador” app• 4x CTR of Search PPC• Impressions:500,000/Visitors: 20,000/Users:

1,000/Sales: 2,400/Cost per sale: $11.25

Awareness

• Placement ads/banner/display• Pam: eBay, mommy blogs• Sophia: Overstock, YouTube (Beauty Bloggers

& subscriptions)• Joel: CollegeHumor.com, YouTube• Impressions: 40 million/Visitors: 20,000/Users:

400/Sales: 960/Cost per sale: $126

Offline Advertising

• Not trackable• Too expensive: for example, TV production =

$350k• Budget allocated to higher ROI media

Budget

Impressions CTR Visitors CPCConversion

Rate UsersAverage Sales/

User Sales Cost per Sale

Email Loyalty 5,600,000 $ 168,000 10% 560,000 5% N/A + .4 sales 28,000 $ 6.00

Pay per click 15,000,000 $ 324,000 1% 150,000 $1.30 2% 3,000 2.4 7,200 $ 45.00

Facebook 25,000,000 $ 360,000 1% 250,000 $ 1.44 2% 5,000 2.4 12,000 $ 30.00

Awareness/Banner 40,000,000 $ 121,000 0.05% 20,000 $ 6.05 2% 400 2.4 960 $ 126.04

Mobile 500,000 $ 27,000 4% 20,000 $ 1.35 5% 1,000 2.4 2,400 $ 11.25

TOTAL 86,100,000 $ 1,000,000 16% 1,000,000 1% 9,400 50,560 $ 19.78

Class notes/powerpoints

Google Traffic Estimator

http://www.gaebler.com/Television-Advertising-Costs.htm

Further Recommendations

• Invest in a better customer service model• 1-800 number for service or online chat

support