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What a Super Model Can Teach A Bank President About Credit<br />
Problem:  CARD Act made selling a college student a credit card difficult<br />
I want this presentation to be a recipe for“How to Create Your Own Duck9”without having to hire UCMS or Duck9<br />
End  Result<br />You should have tactics that you can copy-paste<br />
State of the Industry<br /> CARD Act Curtails Credit    Card Marketing<br /> CARD Act Cripples    Youth-at-Risk’s FICO sco...
State of the Industry(cont.)<br />Catch 22 of young   adult marketing. . .What comes first:  the FICO score or the credit ...
22 Years Boiled Downinto 3 Tips & 1 Chart<br /> Read the 1.5 page CARD Act when it   specifically addresses college<br /> ...
FICO Score Preparation * SSGFICO Contests * BLOG * Tabling *UGC Wiki * Text Message Mentoring *Direct Mail * email mentors...
Duck 9 in a Nutshell<br /> Deep Underground Credit Knowledge 9   is not a patented program. Copy it.<br /> Duck9 sends SMS...
Mentor MarketingDuring the “Pre-Lead” Phase<br /> Copy-Paste a Consumer    Advocacy Truth (CAT)<br /> Get Emotional<br /> ...
Ranks & MigratesP R O S P E C T S<br /> Levels P1 to P10<br /> Level P7 = application!<br /> Prospect Heat Maps<br /> Migr...
Leveraging CAT<br />in Mentorship<br /> CAT helps you with your   SMS marketing<br /> Never pay more than $8   per cell ph...
“Well, . . . you smell honest.”<br />
Converting Cell #’s into CARDAct Compliant Applications<br /> Pre lead, lead generation<br /> Easy to do<br /> Tie your co...
Prospect Ranks<br /> P2:  jeopardy user   (contestants enter here)<br /> P3:  registered web user<br /> P4:  logged back i...
Prospect Ranks<br /> P7:  buys something<br /> P8:  refers<br /> P9:  writes, blogs, invites,   hosts<br /> P10:  buys som...
Newsletter  Your C o n t e s t a n t s<br /> Reinforce your “truth”<br /> Enter late, leave early<br /> Make it easy to re...
Good  News:  You’ve  WON<br /> Contestants win in stages<br /> Migrate up the   prospect ranks<br /> Drive them into your ...
Who Is the Super Model?<br />NY Times best-selling author, “What They Don’t Teach You at Stanford Business School”<br />
Keys to Copying<br />Duck9’s Program<br />Connect with the real world (seminars)<br />Do a contest (schwagin stages<br />R...
Contest Form<br /> .edu only<br />Ring cell before they   leave with pizza<br />
Duck9 Campus Process<br /> Contest that collects   name, email & cell phone   in person, on campus<br /> Provide immediate...
Danger, Danger, Will Robinson!<br /><ul><li> Make it temporary
Keep it short
 Don’t sell anything
 Keep to your   mentorship message</li></li></ul><li>Danger:  notecredit app & beer<br />
Get In.  Get Out.<br />Let Them Get Back<br />Unlike 5-digit shortcode, 650-566-9600can be called back<br />/<br />Give th...
Contest Form<br /> Keep it simple<br /> Get their pen to paper<br /> Reward with pizza   after they show SMS<br /> Pick a ...
Deal Emotionally with Unsubs<br />“We can takeyou off our list<br />of successfulpeople.”<br />“We’re building a list of 1...
Refocus onProspect Movements<br /> P2:  jeopardy user   (contestants enter here)<br /> P3:  registered web user<br /> P4: ...
Refocus onProspect Movements<br /> P6:  does something<br /> P7:  buys something<br /> P8:  refers<br /> P9:  writes, blog...
FRAUD  (Part 1)<br />Age of email, quality of lead<br /> Match email to social    networks subscriber list<br /> Age of ce...
FRAUD  (Part 2)<br />Add LeadValue by Weeding<br /> Non-typical profile   of debtor<br /> High-tech competent   fraudsters...
 Semi-automated genius</li></li></ul><li>On the Internet, <br />Nobody Knows You’re a Dog<br />
Bibliography<br />GigaOmVentureBeatTechCrunchBusinessWeekhttp://500hats.typepad.comhttp://redeye.firstround.com/bloghttp:/...
Bibliography<br />iMedia Connection<br />Ad:tech Podcasts forhttp://www.imediaconnectioncom/content/16113.asphttp://500hat...
Moviography“Mentorship”<br />
Moviography“Treasure Management”<br />
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What a Supermodel Can Teach a Bank President About Credit

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What a Supermodel Can Teach a Bank President About Credit

  1. 1. What a Super Model Can Teach A Bank President About Credit<br />
  2. 2. Problem: CARD Act made selling a college student a credit card difficult<br />
  3. 3. I want this presentation to be a recipe for“How to Create Your Own Duck9”without having to hire UCMS or Duck9<br />
  4. 4. End Result<br />You should have tactics that you can copy-paste<br />
  5. 5. State of the Industry<br /> CARD Act Curtails Credit Card Marketing<br /> CARD Act Cripples Youth-at-Risk’s FICO score<br /> CARD Act Compliant Marketing Is Possible<br />
  6. 6. State of the Industry(cont.)<br />Catch 22 of young adult marketing. . .What comes first: the FICO score or the credit line?<br />
  7. 7. 22 Years Boiled Downinto 3 Tips & 1 Chart<br /> Read the 1.5 page CARD Act when it specifically addresses college<br /> Engineer a catch-22 solution<br /> Engineer a system where you migrate the account from a $100 credit line (securitized by quasi-assets) to a $2000 line of credit when they graduate<br />
  8. 8. FICO Score Preparation * SSGFICO Contests * BLOG * Tabling *UGC Wiki * Text Message Mentoring *Direct Mail * email mentorship * CSS<br />1. Pre-Lead<br />3. Activation<br />4. Retention<br />2nd stage premiums24 mos toFICO over 700SMS &eMail alerts<br />Bite sizethe C.A.T.message<br />Coupon tocut waitlist<br />2. Application<br />A<br />$ 5. Revenue $<br />Apps, Lead Gen, Loans, Goodwill<br />
  9. 9. Duck 9 in a Nutshell<br /> Deep Underground Credit Knowledge 9 is not a patented program. Copy it.<br /> Duck9 sends SMS reminders to college students to hack credit score - copy it & use a 5-digit short code service<br /> Reminders to manipulate your FICO score to 750 - copy it<br />
  10. 10. Mentor MarketingDuring the “Pre-Lead” Phase<br /> Copy-Paste a Consumer Advocacy Truth (CAT)<br /> Get Emotional<br /> Copy-Paste our Educational Angle to Promote Your CAT<br /> Cut It into Bite-Sized Pieces (Cut & Paste)<br /> Make It Temp–Come Grow Go<br /> Become Their #2 (Second-Supplier Gambit)<br />
  11. 11. Ranks & MigratesP R O S P E C T S<br /> Levels P1 to P10<br /> Level P7 = application!<br /> Prospect Heat Maps<br /> Migrate by Mentoring<br /> Prospect level vs. cost per lead<br /> Prospect level vs. revenue per lead<br />
  12. 12. Leveraging CAT<br />in Mentorship<br /> CAT helps you with your SMS marketing<br /> Never pay more than $8 per cell phone number<br /> Mentor as if you don’t have a monopoly<br />
  13. 13. “Well, . . . you smell honest.”<br />
  14. 14. Converting Cell #’s into CARDAct Compliant Applications<br /> Pre lead, lead generation<br /> Easy to do<br /> Tie your contest to brand activation<br /> Work your lead funnel by… …ranking<br />
  15. 15. Prospect Ranks<br /> P2: jeopardy user (contestants enter here)<br /> P3: registered web user<br /> P4: logged back in once or interacted with Duck9 email<br /> P5: conveyed credit data, debt data, etc.<br /> P6: does something<br />
  16. 16. Prospect Ranks<br /> P7: buys something<br /> P8: refers<br /> P9: writes, blogs, invites, hosts<br /> P10: buys something as an adult<br /> P1: trying to unsubscribe<br /> P0: hates Duck9<br />
  17. 17. Newsletter Your C o n t e s t a n t s<br /> Reinforce your “truth”<br /> Enter late, leave early<br /> Make it easy to recite<br /> Holy grail is becoming a second supplier<br />
  18. 18. Good News: You’ve WON<br /> Contestants win in stages<br /> Migrate up the prospect ranks<br /> Drive them into your CAT<br /> Holy grail is becoming a second supplier; set aside your need to sell them something<br />
  19. 19.
  20. 20. Who Is the Super Model?<br />NY Times best-selling author, “What They Don’t Teach You at Stanford Business School”<br />
  21. 21.
  22. 22. Keys to Copying<br />Duck9’s Program<br />Connect with the real world (seminars)<br />Do a contest (schwagin stages<br />Rope contestants intodoing somethingeducational<br />Hone your uniteconomics<br />
  23. 23.
  24. 24. Contest Form<br /> .edu only<br />Ring cell before they leave with pizza<br />
  25. 25. Duck9 Campus Process<br /> Contest that collects name, email & cell phone in person, on campus<br /> Provide immediate service, reminding student to pay bill<br /> Simultaneous SMS/email increases user task urgency<br /> Second supplier gambit. Get to be the #2 supplier!<br />
  26. 26. Danger, Danger, Will Robinson!<br /><ul><li> Make it temporary
  27. 27. Keep it short
  28. 28. Don’t sell anything
  29. 29. Keep to your mentorship message</li></li></ul><li>Danger: notecredit app & beer<br />
  30. 30. Get In. Get Out.<br />Let Them Get Back<br />Unlike 5-digit shortcode, 650-566-9600can be called back<br />/<br />Give them “light atthe end of the tunnel” – “this is 17th of 24”<br />
  31. 31. Contest Form<br /> Keep it simple<br /> Get their pen to paper<br /> Reward with pizza after they show SMS<br /> Pick a prize (they win all 3 but we profile them) No debt, some debt & I don’t get it.<br />
  32. 32. Deal Emotionally with Unsubs<br />“We can takeyou off our list<br />of successfulpeople.”<br />“We’re building a list of 1 millioncollege students with a FICO of 750”<br />“Don’t yawanna be a part ofthis?” (Service your unsub with<br />1 more service)<br />Take <br />It<br />Personally!<br />
  33. 33. Refocus onProspect Movements<br /> P2: jeopardy user (contestants enter here)<br /> P3: registered web user<br /> P4: logged back in once or interacted with Duck9 email<br /> P5: conveyed credit data, debt data, etc.<br />
  34. 34. Refocus onProspect Movements<br /> P6: does something<br /> P7: buys something<br /> P8: refers<br /> P9: writes, blogs, invites, hosts<br /> P10: buys some- thing as an adult<br />
  35. 35. FRAUD (Part 1)<br />Age of email, quality of lead<br /> Match email to social networks subscriber list<br /> Age of cell phone number<br /> Match with issuing carriers<br /> Assume no transport by college student<br /> Are they friends & family?<br />Add LeadValue by Weeding<br />
  36. 36. FRAUD (Part 2)<br />Add LeadValue by Weeding<br /> Non-typical profile of debtor<br /> High-tech competent fraudsters:<br /><ul><li> SMS from a landline!
  37. 37. Semi-automated genius</li></li></ul><li>On the Internet, <br />Nobody Knows You’re a Dog<br />
  38. 38. Bibliography<br />GigaOmVentureBeatTechCrunchBusinessWeekhttp://500hats.typepad.comhttp://redeye.firstround.com/bloghttp://4info.typepad.com/bloghttp://rafter.wirelessink.com<br />
  39. 39. Bibliography<br />iMedia Connection<br />Ad:tech Podcasts forhttp://www.imediaconnectioncom/content/16113.asphttp://500hats.typepad.comhttp://redeye.firstround.com/bloghttp://4info.typepad.com/bloghttp://searchengineland.comhttp://rafter.wirelessink.com<br />
  40. 40. Moviography“Mentorship”<br />
  41. 41. Moviography“Treasure Management”<br />
  42. 42. I hope thatthispresentationhas been your<br />ROI for thisconference<br />
  43. 43. Larry Chiang<br />LarryChiang@UCMS.com<br />

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