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Bing Cashback Marketing Plan


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This is a project that I worked on for my Internet Marketing class.

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Bing Cashback Marketing Plan

  1. 1. Is not Google<br />Kody Bradbury Amanda Dean Christina Dick Deb Jones Jessica Smith<br />
  2. 2. Our Goal<br />Generate 50,000 new bingCashback sales <br />Increase brand awareness and favorability<br />
  3. 3. Direct & Interactive Marketing Channels<br />E-mail<br />Search Engines<br />Awareness<br />Facebook<br />iPod app<br />
  4. 4. Our Audience<br />Millennials<br />18-30 years<br />50M in U.S.<br />More Educated<br />More Diverse<br />Less Religious<br />Optimistic<br />
  5. 5. 5 Points for Connecting with Digital Millennials<br />1. Lose The Hype<br /> Process information and change quickly2. Listen Up<br /> Allow for feedback & commentary <br /> Show appreciation by including them in brand decisions3. Get Original<br /> Offer "limited editions" & other time sensitive offers 4. Give Them Control<br /> Customize products (e.g. iTunes, customers can buy in any combination)5. Be Entertaining<br /> Allow for media sharing and viral marketing <br /> (M&M's campaign-candy avatars)<br />
  6. 6. Personas<br />We’ve narrowed bingCashback’s audience into three personas…<br />
  7. 7. Joel<br />Age: 25Computer gamer (nerd)Loves surfing the internet<br />
  8. 8. Sophia<br />Age: 18ShopaholicExpert at finding discount designer clothes<br />
  9. 9. Pam<br />Age: 30Mother of TwoAppreciates convenience Coupon clipper<br />
  10. 10. bingCashback…<br />
  11. 11. What is bingCashback?<br />A product search service developed by Microsoft through the search engine bing<br />Allows customers to:<br />Search multiple vendors for the best price<br />Offers a certain percent of “Cashback” on the total amount you spend which goes into a Cashback account<br />The customer can request the money after 60 days and only if the account has more than $5.00 in it<br />
  12. 12. Strengths<br />Price Comparisons<br />Notifies users of free shipping<br />Offers free shipping codes<br />Up to 25% discounts <br />Gives you original & Cashback discount price<br />Product Reviews <br />Compare positive and negative side by side<br />Social Network Presence <br />Facebook, Twitter<br />
  13. 13. Weaknesses<br /><ul><li>Low Brand recognition and awareness
  14. 14. Underdog to Google
  15. 15. Cashback program too complex
  16. 16. Long wait time
  17. 17. Cashback program can be misleading
  18. 18. Price comparisons and Cashback bonuses are not always accurate
  19. 19. Customer Service
  20. 20. Difficult for customers to access
  21. 21. Lack of transparency
  22. 22. Disconnect between how bing is advertised and what </li></ul> the site is actually like<br />
  23. 23. Overcoming The Obstacles…<br />
  24. 24. 4 Main Tactics<br />Empower bing Ambassadors<br />Find customers online that support bing<br />Bring them forward and recognize them<br />Make it Transparent<br />Show bing for what it really is so customers know what to expect<br />Make a product people can love<br />Create an online community where users will create content and buzz<br />Simplify the Process<br /><ul><li>Give Cashback a more unified appearance
  25. 25. Make it easier to use and understand</li></li></ul><li>How to Increase Transparency & Customer Satisfaction<br />Market bing as a savings plan <br /><ul><li>Cashback savings are returned in small increments
  26. 26. People associate small increments with savings</li></ul>Aids in transparency<br />Allocate Cashback earnings towards personal savings plan<br />Streamline Cashback operations – Simplify and unify appearance and operation<br />Link Bing accounts to social networking sites <br />Use Facebook Connect as bing login<br />Allow for greater levels of profile customization<br />
  27. 27. How to Increase Awareness<br />On-line Bing Ambassadors<br />Enhance Viral Marketing efforts<br />Create Community<br />Currently the bing YouTube channel is just bing commercials; bing should utilize its social media more effectively<br />Encourage bing ambassadors to create their own YouTube videos in exchange for Cashback credits<br />
  28. 28. How to Simplify the Process<br />Unify the shopping experience-Make Cashback purchases through a “bing checkout” page -Reaffirms customer that they will get their discount<br />Instantly credit Cashback into the savings account -Eliminates timely delays and negative customer satisfaction<br />Track cookies to display related products of interest<br />
  29. 29. How to get people to love bing (loyalty)<br />Email loyalty program<br />Cheap<br />Customer retention<br />Cost effective, within budget guidelines<br />Cost per sale is cheaper for previous customers than for new ones <br />Increase “Wallet share” or the number of purchases per user<br />Have bing preferences in the customer profile<br />Notification<br />
  30. 30. Assumptions and Implementation…<br />
  31. 31. bingCashback Assumptions<br />7 million registered users<br />Average sales/user = 2<br />Increase average sales/user by 20% to 2.4 sales/user/year<br />Results: 28,000/year<br />New Users: 22,000/2.4 avg sales per user = 9,167 new users<br />
  32. 32. Email Loyalty<br />Goal: Increase average sales/user by 20%<br />Users select their interests when they register for bingCashback<br />Newsletter is individually targeted based on interest selections<br />Example: StumbleUpon<br />Impressions: 5.6 million/Users: 7 million/ Sales: 28,000/Cost per Sale: $6<br />
  33. 33. Facebook<br />Game strategy: 70 million on Farmville (Pam)<br />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<br />Promote with notifications (free); widgets (free, shared by users w/network; PPC<br />Impressions: 25 million/Visitors: 250,000/New registered users: 5,000/Sales: 12,000/Cost per sale: $30 <br />
  34. 34. Search Engine Marketing<br />Ads on competitive search engines as well as bing for popular online shopping purchases<br />Pam: searching for great deals on household goods, clothing for her family and eBay <br />Sophia: looking for steals on couture shoes and clothes<br />Joel: comparison shops for the latest gaming accessories & electronics<br />Impressions: 15 million/Visitors: 150,000/Users: 3000/Sales: 7,200/Cost per sale: $45<br />
  35. 35. Mobile<br />Joel is our target (Android user)<br />Ads – Inserted in apps related to gaming & electronics<br />Games<br />“Deals” app (like Groupon) Bing Cashback “Ambassador” app<br />4x CTR of Search PPC<br />Impressions:500,000/Visitors: 20,000/Users: 1,000/Sales: 2,400/Cost per sale: $11.25 <br />
  36. 36. Awareness<br />Placement ads/banner/display<br />Pam: eBay, mommy blogs<br />Sophia: Overstock, YouTube (Beauty Bloggers & subscriptions)<br />Joel:, YouTube<br />Impressions: 40 million/Visitors: 20,000/Users: 400/Sales: 960/Cost per sale: $126<br />
  37. 37. Offline Advertising<br />Not trackable<br />Too expensive: for example, TV production = $350k<br />Budget allocated to higher ROI media<br />
  38. 38. Budget<br />
  39. 39. Further Recommendations<br />Invest in a better customer service model<br />1-800 number for service or online chat support<br />