seminar for presidents
DESCRIPTION
Case Study for Brand ActivationTRANSCRIPT
United College Marketing ServicesOak Brook IL Founded in 1989
Duck9.com is part of UCMS
AMERICAN BANKERS ASSOCIATION
Larry ChiangFounder, United College Marketing ServicesCase Study: duck9, Digital Underground Credit Knowledge 9
February 28, 2011
Case Study for Brand Activation
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Seminar for PresidentsFebruary 28, 2011
United College Marketing ServicesOak Brook IL Founded in 1989
AMERICAN BANKERS ASSOCIATION
State of the Industry
Online applications still yield lower approval rates
Higher CPMs don’t translate to CPA or CPAA (cost per active account)
Our challenges within affiliate programs and SEM/SEO -search mktng/optimization
New media takes a staff to manage
UGC, WOM all affect our brand (UGC- user generated content. WOM -word of mouth)
Seminar for Presidents – American Bankers Association
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Seminar for PresidentsFebruary 28, 2011
United College Marketing ServicesOak Brook IL Founded in 1989
AMERICAN BANKERS ASSOCIATION
Agenda. 17 yrs boiled into 17min Leveraging the social network effect with
user generated content Catalyzing brand participation from
sponsorship or logo display Teasing consumers into a brand
experience (slide will have p0>p10) Tickling a call-to-action with "Second
Supplier Gambit" (SSG) in mind Batting “banner blindness” to get to
awareness (and even engagement) Leveraging C.A.T (consumer advocacy
truth) when buying online media Bite size-ify-ing your message morsel
with buzz, viral, WOM brand platform Branding in the negative attention
economy with online/offline contestsSeminar for Presidents – American Bankers Association
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Seminar for PresidentsFebruary 28, 2011
United College Marketing ServicesOak Brook IL Founded in 1989
AMERICAN BANKERS ASSOCIATION
Agenda. 17 yrs boiled into a picture
1. ACQUISITION
Banners
SEMO
Government Affairs
FICO Contests
PR SSG
Sponsorships
CSS
UGC Wiki
Tabling
Direct Mail
3. RETENTION
Second Stage
Premiums
SMS & email alerts
24 months to FICO over 700
2. Activatio
n
No Comm on Referral Program
FICO Prep
4. REFERRAL
Coupon to Cut Waitlist
Bite size the C.A.T.
message
5. Revenue $$$
GoodwillApps, Lead Gen, Loans, etc
duck9.com
Seminar for Presidents – American Bankers Association
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Seminar for PresidentsFebruary 28, 2011
United College Marketing ServicesOak Brook IL Founded in 1989
AMERICAN BANKERS ASSOCIATION
Duck9 in a nutshell
New UCMS brand for college vs the 20 credit card ad messages students see an hour
Duck9 sends SMS reminders to college students to hack credit score
Get reminded and manipulate your FICO score to 750
Seminar for Presidents – American Bankers Association
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Seminar for PresidentsFebruary 28, 2011
United College Marketing ServicesOak Brook IL Founded in 1989
AMERICAN BANKERS ASSOCIATION
Duck9 uses Mentor Marketing to Tease and Redirect Internet Traffic
Adopt a Consumer Advocacy Truth (CAT)
Get emotional Develop an Educational Angle
to promote your CAT Cut it into bite-sized pieces
(Cut & Pastes) Make it temp- Come Grow Go Become #2 (Second-Supplier
Gambit)Seminar for Presidents – American Bankers Association
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Seminar for PresidentsFebruary 28, 2011
United College Marketing ServicesOak Brook IL Founded in 1989
AMERICAN BANKERS ASSOCIATION
Duck9 Ranks and Migrates Online Prospects
Levels P1 to P10
Level P7 bought something
Prospect Heat Maps Prospect Level vs Cost per lead Prospect Level vs Revenue per lead
Migrate by Mentoring
Seminar for Presidents – American Bankers Association
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Seminar for PresidentsFebruary 28, 2011
United College Marketing ServicesOak Brook IL Founded in 1989
AMERICAN BANKERS ASSOCIATION
Leveraging CAT in Online Ad Buys
CAT, consumer advocacy truth, leads your banner campaign to solve ONE problem
Banner blindness for teaser offers or low rates
Rope clickers into doing something educational
Seminar for Presidents – American Bankers Association
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Seminar for PresidentsFebruary 28, 2011
United College Marketing ServicesOak Brook IL Founded in 1989
AMERICAN BANKERS ASSOCIATION
Seminar for Presidents – American Bankers Association
10
Seminar for PresidentsFebruary 28, 2011
United College Marketing ServicesOak Brook IL Founded in 1989
AMERICAN BANKERS ASSOCIATION
Converting Clicks into Contestants
Pre lead, lead generation
Easy to do
Tie your contest to brand activation
Work your lead funnel by…
…ranking
Seminar for Presidents – American Bankers Association
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Seminar for PresidentsFebruary 28, 2011
United College Marketing ServicesOak Brook IL Founded in 1989
AMERICAN BANKERS ASSOCIATION
Duck9 Prospect Ranks
P2 is jeopardy user (contestants enter here)
P3 is registered web user P4 is logged back in once or interacted
with Duck9 email P5 is conveyed credit data, debt data,
etc P6 is does something P7 is “buys” something P8 is refers P9 is writes, blogs, invites, hosts P10 is buys something as an adult
P1 is trying to unsubscribe P0 is hates Duck9
Seminar for Presidents – American Bankers Association
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Seminar for PresidentsFebruary 28, 2011
United College Marketing ServicesOak Brook IL Founded in 1989
AMERICAN BANKERS ASSOCIATION
Newsletter Your Contestants
Reinforce your “truth”.
Enter late and leave early
Make it easy to recite
Holy grail is becoming a second supplier
Seminar for Presidents – American Bankers Association
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Seminar for PresidentsFebruary 28, 2011
United College Marketing ServicesOak Brook IL Founded in 1989
AMERICAN BANKERS ASSOCIATION
Good News: You’ve Won
Contestants win in stages
Migrate up the prospect ranks
Drive them into you CAT
Holy grail is becoming a second supplier. And set aside your need to sell them something
Seminar for Presidents – American Bankers Association
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Seminar for PresidentsFebruary 28, 2011
United College Marketing ServicesOak Brook IL Founded in 1989
AMERICAN BANKERS ASSOCIATION
Newsletter example
Seminar for Presidents – American Bankers Association
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Seminar for PresidentsFebruary 28, 2011
United College Marketing ServicesOak Brook IL Founded in 1989
AMERICAN BANKERS ASSOCIATION
Keys to Copying Duck9’s program
Connect with real world (seminars)
Do a contest (schwag in stages)
Rope contestants into doing something educational
Hone your unit economics We pay $3-5 and have a 50% of netting $20 in 90 days By providing phone support, we need to make $15-$100 per phone call
Seminar for Presidents – American Bankers Association
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Seminar for PresidentsFebruary 28, 2011
United College Marketing ServicesOak Brook IL Founded in 1989
AMERICAN BANKERS ASSOCIATION
Contest Form
.edu only
Ping cell before they leave with pizza
Seminar for Presidents – American Bankers Association
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Seminar for PresidentsFebruary 28, 2011
United College Marketing ServicesOak Brook IL Founded in 1989
AMERICAN BANKERS ASSOCIATION
Contest Form
.edu only
Ping cell before they leave with pizza
Seminar for Presidents – American Bankers Association
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Seminar for PresidentsFebruary 28, 2011
United College Marketing ServicesOak Brook IL Founded in 1989
AMERICAN BANKERS ASSOCIATION
Duck9 Campus Process
1. Contest that collects name, email, cell phone in person on campus
2. Provide immediate service reminding student to pay bill
3. Simultaneous SMS / email increases user task urgency
4. Second supplier gambit. Get to be the #2 supplier!
Seminar for Presidents – American Bankers Association
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Seminar for PresidentsFebruary 28, 2011
United College Marketing ServicesOak Brook IL Founded in 1989
AMERICAN BANKERS ASSOCIATION
“Danger Danger Will Robinson!”
Make it temporary
Keep it short
Don’t sell anything
Keep to your mentorship message
Seminar for Presidents – American Bankers Association
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Seminar for PresidentsFebruary 28, 2011
United College Marketing ServicesOak Brook IL Founded in 1989
AMERICAN BANKERS ASSOCIATION
Danger: note credit app and beer
Seminar for Presidents – American Bankers Association
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Seminar for PresidentsFebruary 28, 2011
United College Marketing ServicesOak Brook IL Founded in 1989
AMERICAN BANKERS ASSOCIATION
Get in. Get out. Let them get back
Unlike five digit short code, The 650-566-9600 # can be called back
Give them ‘Light’ at the end of the tunnel, “this is 17th of 24”
Seminar for Presidents – American Bankers Association
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Seminar for PresidentsFebruary 28, 2011
United College Marketing ServicesOak Brook IL Founded in 1989
AMERICAN BANKERS ASSOCIATION
Contest Form
Keep it simple
Get their pen to paper
Rewarded with Pizza after they show us SMS
Pick a prize (they win all three but we profile them. No debt, some debt and I don’t get it.)
Seminar for Presidents – American Bankers Association
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Seminar for PresidentsFebruary 28, 2011
United College Marketing ServicesOak Brook IL Founded in 1989
AMERICAN BANKERS ASSOCIATION
Contest Form
Wealth of info!
No debt, Some debt, I don’t get it
Add’l “info”
Seminar for Presidents – American Bankers Association
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Seminar for PresidentsFebruary 28, 2011
United College Marketing ServicesOak Brook IL Founded in 1989
AMERICAN BANKERS ASSOCIATION
Deal emotionally with unsubs
We can take you off our list of successful people
We’re building a list of 1,000,000 college students with a FICO of 750
“Don’t ya wanna be a part of this?!” Service your unsub with one more service
Take it personallySeminar for Presidents – American Bankers Association
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Seminar for PresidentsFebruary 28, 2011
United College Marketing ServicesOak Brook IL Founded in 1989
AMERICAN BANKERS ASSOCIATION
Refocus on Prospect Movements
P1 is trying to unsubscribe P0 is hates Duck9
P2 is jeopardy user (contestants enter here)
P3 is registered web user P4 is logged back in once or interacted
with Duck9 email P5 is conveyed credit data, debt data,
etc P6 is does something P7 is “buys” something P8 is refers P9 is writes, blogs, invites, hosts P10 is buys something as an adult
Seminar for Presidents – American Bankers Association
26
Seminar for PresidentsFebruary 28, 2011
United College Marketing ServicesOak Brook IL Founded in 1989
AMERICAN BANKERS ASSOCIATION
Fraud –Add lead value by weeding
Age of email— quality of lead Match email to social networks
subscriber list Age of cell phone number
Match with carriers issuing Assume no transport by college
student Are they friends and family...?!?
Non typical profile of debtor Highly tech competent fraudsters
SMS from a landline! Semi-automated genius fraudsters
Seminar for Presidents – American Bankers Association
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Seminar for PresidentsFebruary 28, 2011
United College Marketing ServicesOak Brook IL Founded in 1989
AMERICAN BANKERS ASSOCIATION
Seminar for Presidents – American Bankers Association
28
Seminar for PresidentsFebruary 28, 2011
United College Marketing ServicesOak Brook IL Founded in 1989
AMERICAN BANKERS ASSOCIATION
Bibliography
iMediaConnection Ad:tech Podcasts for
http://www.imediaconnection.com/content/16113.asp
http://500hats.typepad.com http://redeye.firstround.com/ http://4info.typepad.com/blog/ http://searchengineland.com/ http://rafer.wirelessink.com/
Seminar for Presidents – American Bankers Association
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Seminar for PresidentsFebruary 28, 2011
United College Marketing ServicesOak Brook IL Founded in 1989
AMERICAN BANKERS ASSOCIATION
**** Contest: Play Bingo to win free stuff! Details Duck9.com/Bingo ****
Larry [email protected]
125 University Avenue, Suite 100Palo Alto CA 94301
Seminar for Presidents – American Bankers Association