adtech sf 2012: competitive couponing - social, monetary and personal validation through online deal...
TRANSCRIPT
Competitive Couponing
Social, Monetary and Personal Validation through Online Deal Hunting
Details
• Moderator: – Samantha Skey, Chief Revenue Officer - Recyclebank
• Panelists:– Sundeep Ahuja, Founder and CEO - Blissmo– Tara Scarlett, Senior Manager, CRM and Mobile
Marketing - The Coca-Cola Company– Annie Lescroart, Senior Manager, Sustainability -
eBay
Coupons 2.0
Make It Personal
• The magic of coupons 2.0 lies in EXPERIENCE. A range of opportunities exist to create an strong brand experience within the coupon conversion
• Consumers will get a double rush when a coupon is offered as both a reward for a positive action as well as validation of work-well-done
• Coupons should be rewards, not entitlements
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Brand Connection
Personal Fulfillment
Loyalty
Make Them Earn It
• Combining fun gaming elements like challenges and badges with your rewards is a great way to engage and entice your customers
• Games are an excellent technique to keep customers of all demographics interested, engaged and eager to repeat the experience
• Did you know? The average social gamer is a 43-year-old woman
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Tie it to a Larger Purpose• Wallet Activism
• Today’s new generation of shoppers are motivated by the “triple bottom line” (goods and services that offer financial competitive advantage, social equity and the confirmation of corporate citizenship)
• A slamming 92 percent of moms today want to buy a product that supports a cause
• Transforming a coupon into a true indicator of social accomplishment for completing an action for the greater good makes the coupon an badge of honor
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Make it SUPER Easy4
• 47 percent of consumers redeemed digital coupons in 2011
• Offer your consumer a highly relevant coupon that will make their lives easier, and redemption rates will follow
Blissmo
Top 3 Tactics Used to Drive Customer Loyalty:1. Make a brand promise. Then deliver
on it.
2. Treat customers like friends.
3. Don't go stale.
The Coca-Cola Company
Our Digital Evolution
LEVERAGING OWNED & SHARED ASSETS TO DRIVE
CONVERSION
CREATING ENGAGING
DIGITAL EXPERIENCES
REWARDING INTERACTIONS
& TRANSACTIONS
ENABLING TECHNOLOGY TO
DELIVER SCALABLE PRECISION
Driving Value
#1 BeverageWebsite in the U.S.
270 million emails sent in 2011
150+ partners & 400 programs
activated in 2011
30% of all K-12 schools registered
12% visitsvia mobile - up from
3% one year ago
15 brands participating in program
Actively engaging ourSocial community
7 million monthly visits & 9 billionimpressions in 2011
15% YOY increasein Brand Favorability
$36 million In incremental consumption
18.4 millionmembers & growing
Key Strategies
EQUITABLE VALUE EXCHANGE TO ACHIEVE MARKETING OBJECTIVES
SOLVE A CONSUMER
NEED
BETTER CONNECTIVITY
USE DATA TO BE MORE RELEVANT
April 3, 2012
Annie LescroartSustainability Communications, eBay Inc
Green@eBay
Green @ eBay
Placeholder for eBay Video
Programs to date
August 2010: eBay Box
October 2010: Instant Sale
September 2011: Common Threads
March 2009: Hearst Partnership, 30 Days of Green
January 2010: Recyclebank Partnership
100,000
~24,000
~85,000
~120,000
~100,000
eBay Inc confidential 17
Enrollment in eBay Rewards Program Top Buyers eBay Top Rated Sellers
5.5x
Active US buyers
eGT members
2.3x
Active US buyers
eGT members
5.6x
Active US buyers
eGT members
$89
Active US buyers
eGT members
Average Customer Lifetime Value
Who our GT members are
Driving Customer Loyalty
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Know the limits of what your customers are willing to do (eg eBay Box)
Don’t underestimate the power of cash – or good timing (eg eBay Instant Sale)
Make sure you know your audience; test and learn along the way to drive continuous improvement (eg RecycleBank)
Thank you!