Concept: Merchants and Cardmembers work together to compete for the largest share of a $1MM American Express urban tree-planting grant. Each transaction Cardmembers make on any American Express Card at participating merchants between September 22nd and October 31st count as a vote toward their city. The city with the most votes gets the largest share of the $1 million donation.
Protect & Defend the Merchant Discount Rate- no offer needed to participate- nearly 5,000 merchant locations enrolled
Support POC through POP placement, traditional, nontraditional and viral media to spread the word
Drive Network Spend
Topiary Spectacular Events and Street Teams (with branded organic bag distribution)
Radio- pre-recorded reads and live remotes
Viral- page on Facebook (over 1200 fans), PR targets traditional media and bloggers, Social Notes application on our website, links to del.icio.us, stumbledupon, digg on website- as of 10/5, 10% of site visitors took viral action
Free411- trigger-based ad (when number/address of participating SE requested)- 8,500 requests for text messaged info
POP at all participating merchants
Challenges: Maintaining Viral-ability, keeping OLA costs low as this is an in-market campaign (key message is drive-to-store)
POP Out of home Ads Topiary Exhibits/Street Teams Social Notes App on Website
Concept: Demand-based pricing on must-have electronics, with prices reaching as low as 50% below retail
Test the concept of a weekly sizzle (A new product was released every Tuesday for 4 weeks)
Test viral growth
How it works:
Every Tuesday, limited inventory of a new product goes on sale. The price of the product starts at retail, but can drop up to 50% below retail. The more people the register their card on the site, the lower the price drops. Therefore – price is a factor of how many people ‘demand’ the product. Price drops and people thresholds were preset, but varied to ensure the drop schedule was not predictable.
Because this was a pilot, we had to drive all traffic through internal BTL channels, so viral growth was a bit more challenging. Additionally, the program was branded (Price Plunge is just the internal name), therefore building any brand equity to drive viral growth was even more challenging.
Before analyzing Web Metrics, we have to know what the main problem websites are now facing.
The main problem is that they have a low " conversion rate " - visitors to their web sites just aren't turning into buyers in the numbers needed to make a healthy profit.
So, how do you keep track of this and analyze the data (i.e., log data)?
WEB METRICS serve this purpose.
These are the metrics that have dramatic impact on the profitability of your website. By tracking these metrics and trying to affect them, you can get your web site closer to your target - for both sales-oriented and content-oriented sites.
Scanning Visitors are those for whom at least one ongoing transaction is being processed the percentage of the number of visits to any particular page where that page was the last page in a visit, divided by the number of visits to that page. By identifying pages that result in a high percentage of visit termination, one can better address site design. Usability Metrics
Concept: One-stop access to local offers from all over the world, for Cardmembers all over the world
Drive spend at Tier 1-3 merchants from all over the world
Drive organic growth to the network.
How it works:
Cardmembers from 92 countries can access offers from their local market and countries all over the world from one place. New offers in Travel, Dining, Shopping, and Entertainment are added every day. Visit amexnetwork.com/offers to view all offers.
As a result of inconsistency with traffic and the open, untargeted nature of the program, we have historically been unable to secure truly compelling and exclusive offers.
Selects has not had any marketing support in the past and little equity exists in the Selects name in the US so viral growth is even more challenging (Note: a test marketing program including BTL channels, banners and email is underway)
If Selects is not relevant, use another tool from our discussion of Viral and Stickiness
Activity: Selects Level 1: Hot Product Level 2: Featured Product Travel Hub
Deep or unlimited inventory
1st come 1st serve
Link to merchant site for e-commerce
100% merchant funded
Possibly revenue generating
Next week’s items Sales occur Mon-Thurs One sale per day at pre-determined time (eg. 12pm) Network e-mail opt-in provides access to “pre-sale” 30 mins before normal sale time and previews upcoming week No set industry days – calendar determined by team to allow for flexibility Site shows items for current week only Amexnetwork.com To begin: Card # Network Email opt-in Amexnetwork Weekly E-mail Newsletter Merchant Offer Retail Hub Merchant Offer Dining Hub Merchant Offer More Hub Merchant Offer E-mail Only Offers
“ Practically everyone has a mobile phone, but after 15 years the only killer apps are interactions between people : voice, text and ringtones (just as communicative as a phone call). Carriers and media companies have for years desperately tried to force consumption onto the phone (WAP sites, video, etc), and consumers don't grasp on like they do with communication-based products. It seems to me any new technology will be utilized by people primarily to talk to each other. ”
Shortcodes Source: http://www.usshortcodeswhois.com/ The Who Is Directory Daily Show Alerts, Jokes http:// store.mobliss.com /text/ Comedy Central 22565 Text alerts http://www.vh1.com/mobile MTV Networks, division of Viacom International Inc. 22444 Chat http://www.sms1.com Mobile Telemedia, Inc. (CSC owner) 22428 Search http:// www.nytimes.com New York Times Inc. 22411 Interactive TV http:// www.abc.go.com / ABC, Inc. ABCTV 22288 Sweepstakes http:// www.cellsweeps.com SMS Marketing Group, LLC 22191 http:// mmaglobal.com G8Wave Corporate (CSC owner) 22122 Chat http://www.sms1.com Mobile Telemedia, Inc. (CSC owner) 22000 Alerts, sweepstakes http:// www.redbullusa.com Red Bull North America, Inc. 21523 College alerts http:// blast.swankmp.com Swank Motion Pictures, Inc. 20964 Reverse auction http:// www.vectormobile.com / Vector Mobile LLC 20873 Contest http:// www.fox.com Twentieth Century Fox Home Entertainment LLC 20FOX 20369 Ringtones, wallpapers, games http:// www.dishmobile.com Orion Information Services, Inc. 20100 Sports alerts http:// www.sportsline.com /wireless SportsLine.com, Inc 10806 Chat, Ringtones, Sweepstakes, http:// www.upoc.com Upoc Networks UPOC 8762 Rewards program http:// mcr.us.icoke.com The Coca-Cola Company COKE 2653 Purpose Website Company Vanity Number