American bankers-association-larry-chiang-march-01-2011


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  • Add the UCMS logo to the RIGHT of the “Larry Chiang,Founder” so that the duck9 logo and the logo bookend my name. Where it says Larry chiang, have it say “What a Supermodel Can Teach a Bank President about CARD Act Compliant Marketing” in big bold lettering. Move the American Bankers Association to the bottom
  • Change this slide to “Problem Definition”. Add picture of a road block or “under construction” or “Bridge OUT and under construction”
  • Change this slide to “Goal of Presentation” Add a thought bubble with UCMS below Duck9 in Palatino BoldCan we add a ‘bottom banner bar’ to every slide that says “Seminar for Presidents; American Bankers Association 2011”Under my face in the upper LEFT, can we put my name and title under the box, “Larry Chiang, CEO”
  • Can we add a ‘bottom banner bar’ to every slide that says “Larry Chiang at American Bankers Association 2011”
  • Change to 22 years Boiled down into three tips. Can we have these boxes be plain text so that way it SEOs (search engine optimizes) better
  • Title:Mentor Marketing during the ‘Pre-lead’ phase.
  • Title: Rank and Migrate Prospects
  • Title: Leveraging CAT in Mentorship
  • Title: Converting Cell Numbers into CARD Act Compliant Applications
  • Add slide: Movie-ography.
  • American bankers-association-larry-chiang-march-01-2011

    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.com<br />
    39. 39. Bibliography<br />iMedia Connection<br />Ad:tech Podcasts forhttp://www.imediaconnectioncom/content/16113.asphttp://500hats.typepad.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 /><br />