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Larry Chiang Founder CEO D.u.c.k.9 (Digital Underground Credit Knowledge 9) Tuesday, March 6, 2007 Integrating Mobile & Em...
Mentor Marketing (MM) via SMS <ul><li>My Duck9 MM Toolbox </li></ul><ul><li>A quick tour of 6 MM tools and Duck9 business ...
<ul><li>SMS = Friend </li></ul>
Duck9 in a nutshell <ul><li>Duck9 sends SMS reminders to college students  </li></ul><ul><li>Get reminded and manipulate y...
Duck9 uses Mentor Marketing <ul><li>Adopt a Consumer Advocacy Truth (CAT) </li></ul><ul><li>Get emotional </li></ul><ul><l...
Duck9 Ranks and Migrates Prospects <ul><li>Levels P1 to P10 </li></ul><ul><li>Level P7 bought something </li></ul><ul><li>...
 
Duck9 Prospect Ranks <ul><li>P2 is jeopardy user (contestants enter here) </li></ul><ul><li>P3 is registered web user </li...
Newsletter Strategy <ul><li>Reinforce your “truth”. </li></ul><ul><li>Enter late and leave early </li></ul><ul><li>Make it...
Newsletter example
Keys to Copying Duck9’s program <ul><li>Connect with real world (seminars) </li></ul><ul><li>Do a contest (schwag in stage...
Contest Form <ul><li>.edu only </li></ul><ul><li>Ping cell before they leave with pizza </li></ul>
Contest: FICO Score Prep Three data points only
Duck9 Campus Process <ul><li>Contest that collects name, email, cell phone in person on campus </li></ul><ul><li>Provide i...
Field Research
“Danger Danger Will Robinson!” <ul><li>Make it temporary </li></ul><ul><li>Keep it short </li></ul><ul><li>Don’t sell anyt...
Danger: note credit app and beer
Get in. Get out.  Let them get back <ul><li>Unlike five digit short code, The 650-566-9600 # can be called back </li></ul>...
Contest Form <ul><li>Keep it simple </li></ul><ul><li>Get their pen to paper </li></ul><ul><li>Rewarded with Pizza after t...
Contest Form <ul><li>Wealth of info! </li></ul><ul><li>No debt, Some debt, I don’t get it </li></ul><ul><li>Add’l “info” <...
Deal emotionally with unsubs <ul><li>We can take you off our list of successful people </li></ul><ul><li>We’re building a ...
Refocus on Prospect Movements <ul><li>P1 is trying to unsubscribe </li></ul><ul><li>P0 is hates Duck9 </li></ul><ul><li>P2...
Problems in our industry <ul><li>Less than 2% have SMSed a short code. </li></ul><ul><li>Can’t SMS from an 800 number </li...
Commissions – Spiffs- Rips  <ul><li>Interest free loans March until Oct </li></ul><ul><li>Free renters insurance  </li></u...
Fraud –Add lead value by weeding <ul><li>Age of email </li></ul><ul><li>Match it to social networks sub list </li></ul><ul...
 
Company GOALS <ul><li>Have one million college students with a FICO score above 750 later this year. </li></ul><ul><li>Ble...
<ul><li>SMS = Friend </li></ul>So Play Bingo…
****  Contest: Play Bingo to win free stuff!  Details Duck9.com/Bingo **** Larry Chiang CEO (Digital Underground Credit Kn...
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Marketing Sherpa: College credit card marketing best practices

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Credit card marketing that is CARD Act compliant

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Marketing Sherpa: College credit card marketing best practices

  1. 1. Larry Chiang Founder CEO D.u.c.k.9 (Digital Underground Credit Knowledge 9) Tuesday, March 6, 2007 Integrating Mobile & Email Marketing
  2. 2. Mentor Marketing (MM) via SMS <ul><li>My Duck9 MM Toolbox </li></ul><ul><li>A quick tour of 6 MM tools and Duck9 business practices </li></ul>
  3. 3. <ul><li>SMS = Friend </li></ul>
  4. 4. Duck9 in a nutshell <ul><li>Duck9 sends SMS reminders to college students </li></ul><ul><li>Get reminded and manipulate your FICO score to 750 </li></ul><ul><li>Students qualify for great deals because FICO is in the 90 th percentile (i.e. FICO > 750) </li></ul>
  5. 5. Duck9 uses Mentor Marketing <ul><li>Adopt a Consumer Advocacy Truth (CAT) </li></ul><ul><li>Get emotional </li></ul><ul><li>Develop an Educational Angle to promote your CAT </li></ul><ul><li>Cut it into bite-sized pieces (Cut & Pastes) </li></ul><ul><li>Make it temp - Come Grow Go </li></ul><ul><li>Become #2 (Second-Supplier Gambit) </li></ul>
  6. 6. Duck9 Ranks and Migrates Prospects <ul><li>Levels P1 to P10 </li></ul><ul><li>Level P7 bought something </li></ul><ul><li>Prospect Heat Maps </li></ul><ul><ul><li>Prospect Level vs Cost per lead </li></ul></ul><ul><ul><li>Prospect Level vs Revenue per lead </li></ul></ul><ul><li>Migrate by Mentoring </li></ul>
  7. 8. Duck9 Prospect Ranks <ul><li>P2 is jeopardy user (contestants enter here) </li></ul><ul><li>P3 is registered web user </li></ul><ul><li>P4 is logged back in once or interacted with Duck9 email </li></ul><ul><li>P5 is conveyed credit data, debt data, etc </li></ul><ul><li>P6 is does something </li></ul><ul><li>P7 is “buys” something </li></ul><ul><li>P8 is refers </li></ul><ul><li>P9 is writes, blogs, invites, hosts </li></ul><ul><li>P10 is buys something as an adult </li></ul><ul><li>P1 is trying to unsubscribe </li></ul><ul><li>P0 is hates Duck9 </li></ul>
  8. 9. Newsletter Strategy <ul><li>Reinforce your “truth”. </li></ul><ul><li>Enter late and leave early </li></ul><ul><li>Make it easy to recite </li></ul><ul><li>Holy grail is becoming a second supplier </li></ul>
  9. 10. Newsletter example
  10. 11. Keys to Copying Duck9’s program <ul><li>Connect with real world (seminars) </li></ul><ul><li>Do a contest (schwag in stages) </li></ul><ul><li>Rope contestants into doing something educational </li></ul><ul><li>Hone your unit economics </li></ul><ul><ul><li>We pay $3-5 and have a 50% of netting $20 in 90 days </li></ul></ul><ul><ul><li>By providing phone support, we need to make $15-$100 per phone call </li></ul></ul>
  11. 12. Contest Form <ul><li>.edu only </li></ul><ul><li>Ping cell before they leave with pizza </li></ul>
  12. 13. Contest: FICO Score Prep Three data points only
  13. 14. Duck9 Campus Process <ul><li>Contest that collects name, email, cell phone in person on campus </li></ul><ul><li>Provide immediate service reminding student to pay bill </li></ul><ul><li>Simultaneous SMS / email increases user task urgency </li></ul><ul><li>Second supplier gambit. Get to be the #2 supplier! </li></ul>
  14. 15. Field Research
  15. 16. “Danger Danger Will Robinson!” <ul><li>Make it temporary </li></ul><ul><li>Keep it short </li></ul><ul><li>Don’t sell anything </li></ul><ul><li>Keep to your mentorship message </li></ul>
  16. 17. Danger: note credit app and beer
  17. 18. Get in. Get out. Let them get back <ul><li>Unlike five digit short code, The 650-566-9600 # can be called back </li></ul><ul><li>Give them ‘Light’ at the end of the tunnel, “this is 17 th of 24” </li></ul>
  18. 19. Contest Form <ul><li>Keep it simple </li></ul><ul><li>Get their pen to paper </li></ul><ul><li>Rewarded with Pizza after they show us SMS </li></ul><ul><li>Pick a prize (they win all three but we profile them. No debt, some debt and I don’t get it.) </li></ul>
  19. 20. Contest Form <ul><li>Wealth of info! </li></ul><ul><li>No debt, Some debt, I don’t get it </li></ul><ul><li>Add’l “info” </li></ul>
  20. 21. Deal emotionally with unsubs <ul><li>We can take you off our list of successful people </li></ul><ul><li>We’re building a list of 1,000,000 college students with a FICO of 750 </li></ul><ul><li>“ Don’t ya wanna be a part of this?!” Service your unsub with one more service </li></ul><ul><li>Take it personal </li></ul>
  21. 22. Refocus on Prospect Movements <ul><li>P1 is trying to unsubscribe </li></ul><ul><li>P0 is hates Duck9 </li></ul><ul><li>P2 is jeopardy user (contestants enter here) </li></ul><ul><li>P3 is registered web user </li></ul><ul><li>P4 is logged back in once or interacted with Duck9 email </li></ul><ul><li>P5 is conveyed credit data, debt data, etc </li></ul><ul><li>P6 is does something </li></ul><ul><li>P7 is “buys” something </li></ul><ul><li>P8 is refers </li></ul><ul><li>P9 is writes, blogs, invites, hosts </li></ul><ul><li>P10 is buys something as an adult </li></ul>
  22. 23. Problems in our industry <ul><li>Less than 2% have SMSed a short code. </li></ul><ul><li>Can’t SMS from an 800 number </li></ul><ul><li>Is there such a thing as an eight digit short code (or 7,6 or 4). </li></ul>
  23. 24. Commissions – Spiffs- Rips <ul><li>Interest free loans March until Oct </li></ul><ul><li>Free renters insurance </li></ul><ul><li>Car loans for below 4% -4 year terms </li></ul><ul><li>Credit / debit cards </li></ul><ul><li>Brokerage accounts (partial shares) </li></ul>
  24. 25. Fraud –Add lead value by weeding <ul><li>Age of email </li></ul><ul><li>Match it to social networks sub list </li></ul><ul><li>Age of cell phone number </li></ul><ul><ul><li>Match with carriers issuing </li></ul></ul><ul><ul><li>Assume no transport by college student </li></ul></ul><ul><ul><li>Are they friends and family...??? </li></ul></ul><ul><li>Non typical profile of debtor </li></ul><ul><li>Highly tech competent fraudsters </li></ul><ul><ul><li>SMS from a landline! </li></ul></ul><ul><ul><li>Semi-automated genius fraudsters </li></ul></ul>
  25. 27. Company GOALS <ul><li>Have one million college students with a FICO score above 750 later this year. </li></ul><ul><li>Blend peer-to-peer banking with a bank charter. </li></ul><ul><li>Process campus merchant transactions for 0% interchange. </li></ul>
  26. 28. <ul><li>SMS = Friend </li></ul>So Play Bingo…
  27. 29. **** Contest: Play Bingo to win free stuff! Details Duck9.com/Bingo **** Larry Chiang CEO (Digital Underground Credit Knowledge 9) [email_address] 650-566-9600 125 University Avenue, Suite 100 Palo Alto CA 94301

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