integrating mobile & email marketing … · integrating mobile and email marketing march 6,...

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Duck9.com is part of UCMS

Larry Chiang

Founder CEO D.u.c.k.9

(Digital Underground Credit Knowledge 9)

Tuesday, March 6, 2007

Integrating Mobile & Email Marketing


2© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.Duck9.com is part of UCMS

Larry ChiangIntegrating Mobile andEmail MarketingMarch 6, 2007

Mentor Marketing (MM) via SMS

My Duck9 MM Toolbox

A quick tour of 6 MM tools and Duck9business practices

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SMS = Friend




Duck9 in a nutshell

Duck9 sends SMS reminders tocollege students

Get reminded and manipulate yourFICO score to 750

Students qualify for great dealsbecause FICO is in the 90th

percentile (i.e. FICO > 750)

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Duck9 uses Mentor Marketing

Adopt a Consumer Advocacy Truth(CAT)

Get emotional

Develop an Educational Angle topromote your CAT

Cut it into bite-sized pieces (Cut &Pastes)

Make it temp- Come Grow Go

Become #2 (Second-SupplierGambit)




Duck9 Ranks and MigratesProspects

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

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Duck9 Prospect Ranks

P2 is jeopardy user (contestants enterhere)

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

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Newsletter Strategy

Reinforce your “truth”.

Enter late and leave early

Make it easy to recite

Holy grail is becoming a secondsupplier


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© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.Duck9.com is part of UCMS


Newsletter example

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Keys to Copying Duck9’s program

Connect with real world (seminars)

Do a contest (schwag in stages)

Rope contestants into doingsomething 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


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Contest Form

.edu only

Ping cell beforethey leave withpizza

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Contest: FICO Score Prep

Three data points only


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Duck9 Campus Process

Contest that collects name, email,cell phone in person on campus

Provide immediate servicereminding student to pay bill

Simultaneous SMS / emailincreases user task urgency

Second supplier gambit. Get tobe the #2 supplier!

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Field Research


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“Danger Danger Will Robinson!”

Make it temporary

Keep it short

Don’t sellanything

Keep to yourmentorshipmessage

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Danger: note credit app and beer


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Get in. Get out. Let them get back

Unlike five digitshort code, The650-566-9600 #can be calledback

Give them‘Light’ at theend of thetunnel, “this is17th of 24”

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Contest Form

Keep it simple

Get their pen topaper

Rewarded withPizza after theyshow us SMS

Pick a prize (they win all three but we profilethem. No debt, some debt and I don’t get it.)


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Contest Form

Wealth of info!

No debt, Somedebt, I don’t getit

Add’l “info”

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Deal emotionally with unsubs

We can take you off our list ofsuccessful people

We’re building a list of 1,000,000college students with a FICO of750

“Don’t ya wanna be a part ofthis?!” Service your unsub withone more service

Take it personal


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Refocus on Prospect Movements

P1 is trying to unsubscribe P0 is hates Duck9

P2 is jeopardy user (contestants enterhere)

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

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Problems in our industry

Less than 2% have SMSed a shortcode.

Can’t SMS from an 800 number

Is there such a thing as an eightdigit short code (or 7,6 or 4).


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Commissions – Spiffs- Rips

Interest free loans March until Oct

Free renters insurance

Car loans for below 4% -4 yearterms

Credit / debit cards

Brokerage accounts (partial shares)

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Fraud –Add lead value by weeding

Age of email

Match it to social networks sub list

Age of cell phone number

Match with carriers issuing

Assume no transport by collegestudent

Are they friends and family...???

Non typical profile of debtor

Highly tech competent fraudsters

SMS from a landline!

Semi-automated genius fraudsters


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Company GOALS

Have one million college studentswith a FICO score above 750 laterthis year.

Blend peer-to-peer banking with abank charter.

Process campus merchanttransactions for 0% interchange.


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SMS = Friend

So Play Bingo…

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Duck9.com is part of UCMS

**** Contest: Play Bingo to win free stuff! Details Duck9.com/Bingo ****

Larry ChiangCEO

(Digital Underground Credit Knowledge 9)

[email protected]

650-566-9600

125 University Avenue, Suite 100Palo Alto CA 94301

integrating mobile & email marketing … · integrating mobile and email marketing march 6,...

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