2. Product Defined
• What do we offer?
• To Business (Our Customer)
• Motivated Member Base – Money
• Motivated Consumer Base – Savings
• Best Delivery Method – Mobile Messaging, etc.
• Continual Nexus with Consumer
• Focus of Consumer
• Most cost effective Method
• To Consumer (Our Product): Make & Save Money
• Who do we offer it to? Advertising Businesses
• Why would they buy it? Most Cost Effective Means of
Advertising
• When can we offer it? When Product is Ready………
3. Must Market to Create Product
Market: Past, Present, and Future
• Past – Unmotivated Jaded Uneducated Consumers w/o Control
(TV, Radio, Print)
• Present – More Demanding Educated Technology Savvy
Consumers - Born into the Digital/Internet Age
• Future – Consumer Will Control Ad Content & Delivery
• Only Ads that reach consumers will be consumer controlled & consumer
paid ads
4. Our Market is Our Product
Future Advertising Market
• Future – Consumer Will Control Ad Content & Delivery
• Only Ads that reach consumers will be consumer controlled &
consumer paid ads
• Examples of Trend
• Subscription Services – Cable v. Broadcast, Fee v. Sponsor
• Television – Subscription Based “On Demand” Content via DVRs, Internet
• Radio – Satellite Subscription Based (Death of Airwaves)
• Internet - Subscription Era is Dead
• Internet Related Services Free (All Ad Based) Google, Email, Content, Etc.
• Consumer Directed Advertising
• Consumer Controlled Content (Choice of Type & Subject of Ads)
• Consumer Controlled Delivery (Choice of Ad Medium/Method)
• Consumer Controlled Cost (Choice of Cost of Ads)
• Consumer Compensation
5. Competition
• The competitive landscape
• Primarily One Type of Competitor Exists - PULL
• Pull marketing - promotional strategies meant to entice the prospect to
buy a product or service
• E.g. Coupons, Discounts, Time sensitive sales, etc.
• Pull Delivery Tools – Internet, Email, Mobile Browser, App & Text
• Strengths and Weaknesses of Competitors
• Do not encourage/compel PUSH (where consumers tell others)
• Requires Consumers to Initiate (Search/Browse Internet, Download/Run
App)
• Do not Sufficiently Motivate Consumers to Initiate (Points, Coupons,
Discounts – Redemption Hassle)
11. Market Positioning
• GOLOCO System: • Competitor System:
• Consumer Controlled • Advertiser Controlled
• Consumer Chooses Biz • Biz Chooses Consumer
• Old & New Customers • Old Customers
• Sell More to More • Sale More to Less
• Consumers Become • Consumers Become
Promoters (as well as Customers - PULL
Customers) - PUSH (Rarely Promoters)
• Multiplies Impact of • Limited Impact of
Every Advertising Dollar Advertising Dollar
• Less Expensive to Biz • More Expensive to Biz
12. Market Advantage
GOLOCO SYSTEM (Push & Pull)
Combines Best of Two Strategies
• Pull Rewards - Rewarded with Saving Money
• Purchase Rewards – Rewarded for Purchases
• Promotional (Push) Rewards – Rewarded for pushing
others
13. Sales Strategies
• Better Product for Businesses
• Better Method of Communication (SMS & Desktop)
• Direct to Consumer
• Unfiltered
• Always Delivered
• 90% Read, 18% Forwarded (Viral)
• Better Group of Consumers
• New & Old
• Motivated by MAKING & Saving Money
• Vertically Targeted Consumer Demographics
• Better Return on Advertising Dollar (Multiplier)
• Best Vertical Targeting
• Best Consumer - Opted In, Rewarded & Motivated
• Best Delivery Channel – Mobile, LBA
14. Sales Strategies (Cont’d)
• Advertising Plans – Extensive Choices
• New Members – Newbie Plan, Etc. (See Next Slide)
• Existing Members
• Geographical – Local Driven (Fixed & Defined Location)
• Demographical – Behavior Driven (Fixed & Defined People)
• Promotion Specific – Time Driven (Fixed & Defined Time)
• Complete Sales Circle – Affinity Card
• Increases Sales Conversion
• Increases Membership Participation
• Increase Reward Potential (reward purchase)
• Increase Money Savings
• Comprehensive Marketing Plan
• A la carte – Internet, Email & Texting
• Page, Banners, Cross Promotion on TT, Etc.
15. New Member Program
• Presold to Thirty (30) Advertisers
• Messages go to New Members – Newbie Plan
• Plan
• Expect 1,000 New Members a Day Beginning March 1st
• Presale Each Day of Month to Separate Advertisers
• Message Begins on That Day, Runs for 30 days (or more)
• Messages Go Out Every Day to that Days New Members
• Complete Sales Circle – Affinity Card
• Increases Sales Conversion
• Increases Membership Participation
• Increase Reward Potential (reward purchase)
• Increase Money Savings
• Comprehensive Marketing Plan
• A la carte – Internet, Email & Texting
• Page, Banners, Cross Promotion on TT, Etc.
16. Marketing Strategies
• To Consumers
• Reward Membership with Money
• Reward Membership with Control
• Reward Membership with Savings
• Reward Membership with Choices
• Methodology
• Fun, New, Fresh, Cool, Social, Exciting &…VIRAL
• Target = Everyone, begin with Younger Crowd (18-35)
• Motivate by being social & trendy (while MAKING & Saving Money)
• Affiliate Program – Significant Upside
• Technology – Real Time Money & Tracking
• Vertically Targeted Consumer Demographics
• New member ad campaign – focused on younger oriented stores
17. Packaging and Fulfillment
• Product Packaging
• To Business (Mobile Reach to Motivated/Rewarded Consumer Base)
• Mobile Delivery (to Consumers)
• Enhanced Control - Advertiser Portal
• Motivated Membership (Q – To Buy or To View)
• Targeted Ads to Targeted Membership
• To Consumer
• Mobile Delivery (of Ads)
• Enhanced Control – Consumer Choices (Membership, Businesses, Viewing)
• Monetary Rewards (for viewing ad, buying product, & growing membership)
• Leveraged Reward Network (Multilevel)
• Product Fulfillment
– Digitally Delivered – Automated (Portal)
– Low to No COGS
– Market & Product Multiplier – Every Member Markets & Sales
18. Launch Strategies
• Launch Plan
• Geographical Phased-In Launch
• Nashville
• Atlanta
• Orlando
• Dual Plans
• January 1, 2011 – Implement Phase I - Incremental Marketing Plan for
Nashville
• March 1, 2011 – Implement Phase II – Nashville, Other - Blitz
• Marketing/Promotion Budget
• Jan – March – 20k
• March forward - $ 600,000
19. Launch Strategies (Cont’d)
• Marketing Channels
• Free
• Partnerships & Trades – Ad or Ad, etc.
• Free Press – N.B.J., Tennessean, City Scene, Etc.
• Events – Third Party v. Corp Presentations
• Websites – Social & other (Meetup, etc.)
• Other
• Other
• Horizontal
• Print – Newspapers, City Wide Periodicals, Brochures
• Web – City Oriented, banners, etc.
• Outdoor – Billboards, Buses, Benches, Sponsorships (Pro & Semi-pro, etc.)
• Cable – 15 & 30 second – produced in-house
• Seminars – Corporate Sponsored
• Sales Force - Commission
• Vertical
• MLM Periodicals & Web Sites
• Franchise & Distributor Periodicals & Websites
• Mobile Advertising Periodicals
20. Public Relations - Advertisers
• Strategy and Execution
• PR strategies - Advertisers
• Ad Firms
• Brokers
• National
• Local (BNA, etc)
• PR plan highlights
• Business Periodicals
• Marketing & Ad Journals
• Direct Mail (Brochure)
• Sales Calls – Comm Staff
• PR plan including editorial calendars, speaking engagements,
conference schedules, etc.
21. Advertising
• Strategy and Execution
• Overview of strategy
• Execute, execute, execute
• Who, What, When & Where
• Who – New Marketing Director plus commissioned staff
• What – Test Market
• January - $10,000 total
• February - $10,000 total
• When - ASAP
• January 1, 2011
• Goal Launch - March 1, 2011
• Where –
• Local Strategy – Nashville
• National Strategy – MLM, etc.
22. Other Promotion
• Television Spot(s) – See Below
• Direct marketing
• Overview
• Overview of response targets, goals, and budget
• Third-party marketing
– Co-marketing arrangements with other companies
• Marketing programs
– Other promotional programs
23. Television
• 3 or more Spot(s)
• Theme
• Overview – Younger male filming encounters with people on his quest to find out what is a Tycooner
• Each spot has 2-3 scenarios or encounters
• Possible Scenarios
• SCENARIO #1:
• Guy on Laptop with headset. Friend walks in and opens up laptop beside him.
• Dude #1: “So what’s on your agenda today?”
• Dude #2: “I’m hoping I’ll get enough experience to level up after I raid this castle! How about you?”
• Dude #1: “I’m making more money on TurboTycoon so me and my girl can go visit a real castle.”
• SCENARIO #2:
• Man and woman walk up to the bouncer in line to the club.
• Man: “Alright! 2 hours of waiting is about to pay off!”
• Shawn walks up with women on each arm. Bouncer smiles and lets him in. Closes rope on the other too.
• Bouncer: “Sorry, folks. He’s a Tycooner.”
• SCENARIO #3:
• Teenager knocks on front door of house (house where his date lives)
• Father opens the door with a very critical look, and says “What do you want.”
• Teenager – Is Sandra Here?
• Father – Not for you she isn’t…
• Teenager holds cell phone up to dad, saying “but I’m a Tycooner”
• Father – “Why didn’t you say so, come right in” (then hear father saying faintly, so have yall talked marriage yet…
• SCENARIO #4
• Line in a bookstore. Man walks up to another in line.
• Man #1: “Excuse me…can you tell me who the line’s for?”
• Man #2: “Yeah! It’s that housewife who wrote a book about all the money she made being a Tycooner!”
• SCENARIO #5:
• Man on knee proposing to girlfriend in soap opera scenario.
• Woman: “I’m sorry….I still have feelings for Rick.”
• Man: “It’s because he’s a Tycooner, isn’t it? WELL, ISN’T IT???”
• Woman: *swoons and sighs*
24. Television (Contd)
• SCENARIO #6:
• Man in line at airport talking to ticket lady.
• Lady: “I’m sorry sir…our flight is all booked up.”
• Man: (whispers)…but…I’m a tycooner…”
• Lady: (winks)…ME TOO…let me recheck the flight…well, well, well…looks like we’ve got a seat available!”
• Man turns and gives thumbs up.
• SCENARIO #7:
• Tattoo Parlor. Biker guy is getting a Turbo Tycoon logo tattooed to his arm.
• Artist: “What do you think?”
• Biker: “I think we should go bigger.”
• SCENARIO #8:
• Dinner with friends. Middle-age couple cleans up the dinner table while another couple goes in the other room laughing, smiling, and flirting.
• Clark: “Wow, I’ve never seen Jon and Martha so happy. Jon must have called that 1-800 number and got that package delivered…if you know what I mean! *laughs*
• Lois: (agitated)” No. He’s a Tycooner.”
• SCENARIO #9:
• Guy walks up to a friend in a Raccoon costume.
• Guy: “Dude. I said, “I think you should be a TYCOONer.”
• SCENARIO #10:
• Father and Mother talking.
• Mother: “I have to tell you. I was shocked. I caught the two of them…tycooning.”
• Father: (sighs relief and smiles) “Well, it’s about time!”
• SCENARIO #11:
• Weatherman.
• Gale Force: “Looks like we’ve got some treacherous weather conditions ahead for the foreseeable future, but all you TYCOONERS out there should expect sunny skies and beautiful weather.
• SCENARIO #12:
• Shawn tied up in a chair, bleeding a little from his face, obviously been beat up. 3 men are around him in suits, glasses and gloves.
• THUG #1: “Now are you gonna tell us where all the money came from?”
• THUG #2: “ALRIGHT! ALRIGHT! I’m a TYCOONER, alright???”
• (THUGS LOOK AT EACH OTHER)
• THUG #1: “Hit him again.”
• SCENARIO #13:
• Mother reading a bedtime story to a child.
• Mom: “…and the Tycooners lived happily ever after.”
• Child: “..mommy, can you read it again?”
• SCENARIO #14:
• Anonymous man with face darked out talks to interviewer in masked voice.
• Man- “no one is going to know my identity are they?”
• Interviewer – “Absolutely not”
• Man- “OK, in that case – I’ll admit it, I’ve been a closet tycooner for as long as I can remember.”
25. Costs
• Marketing Costs – Estimated (not confirmed)
• Newspapers – Classifieds v. News Page – From $250 to $1,000
(full page – one run)
• Brochures - $250 to $500 plus postage
• Direct Marketing – Variable, above
• Outdoor - $700 to $2,000 per month, depending on contract and
location
• Cable – $10 to $100 per day, or $1000 per month
• Seminars - $250
• Websites – Variable
26. Costs (Cont’d)
• Marketing Costs Drill Down – Jan & Feb
• Newspapers – Classifieds v. News Page – $2500 per month
• Brochures - $500
• Direct Marketing – $500
• Outdoor or Radio - $2,000 per month, depending on contract and location
• Cable – $2,500 per month
• Seminars - $500 per month
• Websites – $1000 per month
• Possible Total Two Month Budget
• Print (Newspaper, etc.) - $5,000
• Brochures $1000
• Direct - $1000
• Outdoor or Radio - $4000
• Cable - $5000
• Seminars - $1000
• Web - $2000
• Other - $1,000
• Total - $20,000
27. Avails Distribution
• Distribution strategy
• LBA – Local Based Advertising - Target target target
• Comprehensive
• Portal
• Channels of distribution
• Ad agencies
• Brokers
• Cooperatives
• Company
• Distribution by channel
• Ad agencies – 25%
• Brokers – 50%
• Other – 25%
29. Success Metrics
• First year goals – See Projections
• Additional year goals – See Projections
• Measures of success/failure –
• Members – 10,000 in each city launched.
• Advertisers – 100 in each city launched.
• Requirements for success
• Marketing to Consumers
• Sales to Advertisers
30. Schedule
• 9-month schedule highlights
• Phase I = Jan – March – Test Campaign
• Nashville
• National Media (TV)
• MLM
• Phase II = March – Sept.
• Launch Full National Campaign
• Nashville
• Atlanta
• Orlando
• MLM
• Timing
• Timing dependencies critical to success
• Advertiser Portal
• Membership Volume
• Text Ads