The document outlines an eCRM strategy to drive frequent refill purchases from occasional Tap King consumers. It involves developing a loyalty program centered around offering a Netflix subscription with Tap King refills. Consumers will receive a basic Netflix subscription for redeeming codes from 2 refills (Silver level) or an upgraded subscription for codes from 4 refills (Gold level). The strategy aims to test this program over 6 months with 33,500 redemptions, then refine and expand the offering longer-term to integrate additional entertainment services and rewards. Key elements include the value proposition, program mechanics, buyer journey, communications plan, and next steps for implementation.
This document presents mobile marketing solutions from MobiM3 for radio stations. It discusses how mobile marketing can be used as both a promotional tool and sales tool to engage listeners, build databases, run contests, and generate revenue. Specific mobile marketing strategies and packages are presented, with examples showing how advertising ROI can be increased through mobile optimized campaigns that drive traffic and sales.
Addressable advertising on TV: An advertiser's perspectiveAdam Rattner
The document discusses addressable advertising on TV from an advertiser's perspective. It notes that while TV advertising is still effective for reaching large audiences, it is difficult to target specific demographic groups. Addressable advertising aims to improve targeting by delivering different advertisements to different households. However, targeting also has its limits, and advertisers often aim to target both consumers and shoppers with their ads. The document concludes that while addressable TV offers improvements, broadcast TV will still be important for brand awareness and reaching mass audiences.
Eyeconomy is a specialist in online advertising that has been in business since 1996. It operates both a Performance Network and Brand Network. The Performance Network provides contextual targeting and lead generation across a range of sectors. The Brand Network reaches quality audiences through top tier domain sites exclusively represented by Eyeconomy, including sports and news/entertainment sites totaling over 21 million monthly unique users and 325 million monthly ad impressions. Eyeconomy offers various unique ad formats including subsites, sublines, and floating interactive toolbars.
AdMob is a leader in mobile advertising, serving over 23 billion ads across 160+ countries. It has a large advertiser and publisher base and delivers over 3 billion impressions per month globally. The document provides details on AdMob's platform and capabilities, including targeting, optimization, reporting and case studies demonstrating marketing campaigns through AdMob.
How to optimise TV advertising with real-time web analyticsGoSquared
This document discusses how to optimize TV ad campaigns using web analytics data. It explains that minute-by-minute web traffic data can help determine which individual TV ads are most effective at driving people to a website. Comparing website traffic during and after a TV ad airs to a baseline level can quantify the ad's uplift. This allows optimizing spending on the most impactful TV channels, programs and timeslots for direct response ads designed to prompt immediate online action.
Pay-per-click (PPC) advertising began in the late 1990s and allows advertisers to bid on keyword placements to display ads. Google introduced its AdWords system in 2000, allowing text ads on its search engine. Advertisers determine cost-per-click either through flat rates agreed upon with publishers, or by bidding in auctions hosted by publishers or networks against other advertisers. In bid-based models, the highest bidder wins placement, paying slightly more than the next highest bid.
The Pixel Lab 2015 | 'I Need a Dollar' - Where's your ROI? - Jennifer Wilson power to the pixel
We spend our time in digital, but the reality is that we’re all still struggling to make a living out of it. Where does the money come from, how is this structured, who can you talk to and what do you need to know? This session will take apart a successful commercial digital project (Sherlock: The Network) and look at where the money came from. We’ll then look at all
the other funding options, from advertising to sponsorship to merchandise to subscriptions to affiliate revenue to app sales. We’ll look at the differences for factual versus fiction; games versus experiences; mobile versus web. Along the way we’ll touch on YOUR project and look to see what models might work for your cross-platform concepts.
This document discusses digital direct marketing and IP targeting strategies. It provides examples of how IP targeting can be used to deliver targeted digital ads to specific households based on their IP address. Case studies show how IP targeting increased campaign results for political campaigns, a craft brewers association lobbying effort, and a national home improvement brand. IP targeting allows advertisers to provide a higher frequency of ad delivery than traditional methods and integrate digital and direct mail campaigns for improved results.
This document presents mobile marketing solutions from MobiM3 for radio stations. It discusses how mobile marketing can be used as both a promotional tool and sales tool to engage listeners, build databases, run contests, and generate revenue. Specific mobile marketing strategies and packages are presented, with examples showing how advertising ROI can be increased through mobile optimized campaigns that drive traffic and sales.
Addressable advertising on TV: An advertiser's perspectiveAdam Rattner
The document discusses addressable advertising on TV from an advertiser's perspective. It notes that while TV advertising is still effective for reaching large audiences, it is difficult to target specific demographic groups. Addressable advertising aims to improve targeting by delivering different advertisements to different households. However, targeting also has its limits, and advertisers often aim to target both consumers and shoppers with their ads. The document concludes that while addressable TV offers improvements, broadcast TV will still be important for brand awareness and reaching mass audiences.
Eyeconomy is a specialist in online advertising that has been in business since 1996. It operates both a Performance Network and Brand Network. The Performance Network provides contextual targeting and lead generation across a range of sectors. The Brand Network reaches quality audiences through top tier domain sites exclusively represented by Eyeconomy, including sports and news/entertainment sites totaling over 21 million monthly unique users and 325 million monthly ad impressions. Eyeconomy offers various unique ad formats including subsites, sublines, and floating interactive toolbars.
AdMob is a leader in mobile advertising, serving over 23 billion ads across 160+ countries. It has a large advertiser and publisher base and delivers over 3 billion impressions per month globally. The document provides details on AdMob's platform and capabilities, including targeting, optimization, reporting and case studies demonstrating marketing campaigns through AdMob.
How to optimise TV advertising with real-time web analyticsGoSquared
This document discusses how to optimize TV ad campaigns using web analytics data. It explains that minute-by-minute web traffic data can help determine which individual TV ads are most effective at driving people to a website. Comparing website traffic during and after a TV ad airs to a baseline level can quantify the ad's uplift. This allows optimizing spending on the most impactful TV channels, programs and timeslots for direct response ads designed to prompt immediate online action.
Pay-per-click (PPC) advertising began in the late 1990s and allows advertisers to bid on keyword placements to display ads. Google introduced its AdWords system in 2000, allowing text ads on its search engine. Advertisers determine cost-per-click either through flat rates agreed upon with publishers, or by bidding in auctions hosted by publishers or networks against other advertisers. In bid-based models, the highest bidder wins placement, paying slightly more than the next highest bid.
The Pixel Lab 2015 | 'I Need a Dollar' - Where's your ROI? - Jennifer Wilson power to the pixel
We spend our time in digital, but the reality is that we’re all still struggling to make a living out of it. Where does the money come from, how is this structured, who can you talk to and what do you need to know? This session will take apart a successful commercial digital project (Sherlock: The Network) and look at where the money came from. We’ll then look at all
the other funding options, from advertising to sponsorship to merchandise to subscriptions to affiliate revenue to app sales. We’ll look at the differences for factual versus fiction; games versus experiences; mobile versus web. Along the way we’ll touch on YOUR project and look to see what models might work for your cross-platform concepts.
This document discusses digital direct marketing and IP targeting strategies. It provides examples of how IP targeting can be used to deliver targeted digital ads to specific households based on their IP address. Case studies show how IP targeting increased campaign results for political campaigns, a craft brewers association lobbying effort, and a national home improvement brand. IP targeting allows advertisers to provide a higher frequency of ad delivery than traditional methods and integrate digital and direct mail campaigns for improved results.
Channels, Customer Relationships and Revenue Models Presentation - GIST BootcampMissMandy33
The document discusses channels and revenue models. It defines channels as how customers want to be reached and lists types of channels such as direct sales, resellers, and virtual channels. It then covers channel economics and how channels are compensated. The document also discusses getting, keeping, and growing customers through various customer acquisition costs and relationships. Finally, it outlines several revenue models including direct models like subscriptions and freemium as well as ancillary models such as affiliate revenue and advertising.
5 Myths About Breaking Into the Streaming Space, DebunkedTinuiti
There’s something scarier out there than Bigfoot and the Boogeyman combined – and that’s the myths many marketers believe about Streaming advertising. But much like a blurry snapshot of a mysterious creature, these misconceptions quickly fall apart upon closer investigation.
Join Tinuiti x Bliss Point Media’s Streaming expert, Elisa Westman, as she breaks down the five most common myths about Streaming advertising so your brand can make a more informed investment decision.
This document proposes the creation of a social media platform called Spillwall.com designed specifically for kids. It would provide a safe environment for kids to create content, tell stories, and share with friends. The strategy involves building Spillwall's audience to 500,000 monthly users by mid-2013 and 20 million by 2016 through marketing partnerships with existing customers in the youth media space. The financial projections estimate Spillwall will become profitable within 18 months and generate over $90 million in annual revenue by 2015.
5 Steps to Create a Killer Intrapreneurial Business PlanCheryln Gibbs
Twitch Interactive is a live streaming platform for gaming and entertainment content. It has an opportunity to improve its poor public perception by addressing 2500 unanswered customer complaints through an omni-channel customer service solution. The proposal involves making customer service pages mobile friendly, improving social media response times, creating a comprehensive self-service FAQ page, allowing SMS support, adding live chat, and utilizing email communication over 4 quarters. This has the potential to increase customer satisfaction, lower costs, and save $1.8 million annually by retaining existing customers.
051116 - How Savvy Brands Use Email - CNX16_Book and White v3.0Joel Book
Email is a key channel for acquiring, onboarding, and retaining customers throughout the customer lifecycle. Presenters discuss how smart brands like Scotts, Volvo, Pei Wei Asian Diner, and Sony use email for demand generation, lead nurturing, driving purchases, and onboarding new customers. Barcelona FC further personalizes their welcome emails based on the subscriber's geolocation country.
SCA[NBCU] is a proposed system that would display unique scannable codes alongside NBC television show logos. Viewers could scan these codes using NBC or show-specific mobile apps to access promotional offers, deals, and exclusive content from advertisers. The system would launch during Season 8 of "The Voice" and expand to other NBC shows and properties over three "waves". It aims to better integrate linear TV and digital platforms, driving engagement and revenue for NBC and advertisers. A three-phase marketing strategy is outlined to promote SCA[NBCU] starting with "The Voice".
Purplegator, recently named to the Inc. 5000 and the Philly 100, presents its 2023 capabilities. For more information, please contact us at sales@purplegator.com .
Capabilities --
Purplegator is a marketing agency and consulting firm. We help your industry engage and acquire by blending our mobile and telecom technology with our creative services.
Geotargeting Mobile Advertising
SMS Text Message Marketing and Messaging
MMS Text Message Marketing and Messaging
IVR (Interactive Voice Response) Service Bureau
Inbound and Outbound Telemarketing
Pay Per Click Advertising (Search)
Video Production
Web Development
Social Media Management
Social Media Advertising
Promotional Products
Reviews Management
Search Engine Optimization (SEO)
Platforms & Partners Include:
Meta: Facebook & Instagram
Google
YouTube
X (formerly Twitter)
LinkedIn
TikTok
Snapchat
Reddit
Mobile Apps
The Mobile Web
Retargeting
Streaming Audio
Call 610-688-6000 or visit us at https://purplegator.com .
Effective Charity Fundraising TV Creative: Observations From A Media Agency P...Raw London
This is a summary of a session from Raw London's Relay event, 'Grow Your Giving: How cutting-edge creative is driving fundraising in 2020', which took place on Thursday 12 March 2020.
Speaker: Rob Stephens, CEO, JAA Media
The document discusses Chatterspot, a SaaS platform for digital relationship management in the wireless retail industry. It allows users to manage CRM, digital marketing, and social media from one platform. The document outlines nine action items for maximizing the monetization of customer data through Chatterspot, including ensuring data is actionable, building text and email databases, implementing automated lifecycle technology, and executing a strategic multi-media marketing plan. Pricing details and testimonials are also provided.
Joel Book and I explain email’s role in every stage of the customer lifecycle--from Awareness and Evaluation all the way through to Retention and Advocacy. Hear customer success stories, get real-world marketing insights, and discover cross-channel strategies.
How Savvy Brands Use Email Marketing: Joel Book and Chad White at CNX16Litmus
Today’s consumers are better informed, more empowered, and expect a personalized experience at every stage of the customer lifecycle. Sharing case studies from innovative brands, working through data and analytics, and offering creative tips to optimize click through and conversion, this session will inspire you to build better email.
How Brands Use Email to Engage Customers at Every Stage of the Life CycleChad S. White
In the era of the connected consumer, marketing has become more competitive and challenging than ever. Today's consumers are better informed and more empowered, and they expect a personalized experience at every stage of the customer life cycle. This is why email has become the #1 channel for delivering offers, information and customer service communications tailored to the needs, interests and behaviors of the consumer.
In this presentation, Joel Book of Salesforce and Chad White of Litmus will share:
• Case studies from innovative brands that use email to engage consumers and deliver personalized content at each stage of the customer life cycle
• How to use customer data and predictive analytics to trigger email execution and personalize email content based on the customer's needs and intent
• Creative tips and techniques to optimize email click-through and conversion
• How to use email in combination with other channels to engage consumers
Opera America Electronic Media Forum Case Study: The COC Live BroadcastDelvinia
Adam Froman's presentation at Opera America's Electronic Media Forum in New York on January 21st, 2010.
The presentation outlines the work Delvinia has done with the Canadian Opera Company to create an digital experience for Opera goers. It highlights the recent Live broadcast event of the CBC's broadcast of Madama Butterfly and the Nightingale.
Presented by Ashley Sobel: July 26, 2016
Consumers are now spending more time with digital media than any other channel — even TV -- and advertisers are following suit. This class will focus on three key digital tactics: site direct display, digital video, and paid social. Specifically we'll cover the history of these channels, when and why to use them, how to plan and buy for them, and the tools at our disposal for activating and trafficking the buy.
This project developed a tagging strategy for Netflix, which could be used by a development team when implementing tagging codes. The project identified goals, measurable actions, conversion events and values, data filters, KPIs, metrics and user stories based on the results of the analyzed site elements of netflix.com.
Conducted in 2017 for academic purposes. The enclosed presentation provides an overview of the final document.
1) Debbie's viewing habits have changed from 2000 to today, with on-demand and time-shifted viewing now common along with watching TV on multiple platforms.
2) Sky has evolved its business model from broadcast TV to a multi-sided platform with a long tail of content and products and a hybrid revenue model of subscriptions and advertising.
3) The future of TV involves social, personalized experiences that are more integrated with online conversations and recommendations from friends.
TDC Group is facing declining revenues due to increased competition. Nova Associates proposes a roadmap with three strategies - "Stand Proud", "Stand Tall", and "Stand Strong" - to sustainably improve revenues by 2018. Stand Proud focuses on communicating TDC's superior connectivity. Stand Tall strengthens offerings such as expanding entertainment with games. Stand Strong enhances the customer experience through improved service and engagement. If successful, the strategies could increase ARPU to 200.7 DKK, add 270,000 households, and attain positive revenue growth for TDC's consumer division.
The document proposes a digital engagement program between WWE and PNC Bank to reach younger audiences. It identifies that WWE's audience is aging while digital audiences are younger. The program would create youth-centric content and use data to engage account holders. PNC would sponsor the program in exchange for marketing benefits, with an estimated annual partnership valuation of $4 million. Key goals are to strengthen both brands, reach younger demographics, and increase engagement and sales metrics.
Tweeter Electronics: Marketing Case AnalysisDipak Senapati
Tweeter is a specialty consumer electronics retailer founded in 1972 providing mid to high-end equipment through 21 stores by 1996. While Tweeter's growth rate had been better than the industry average, it faced challenges with its sale-based pricing reducing its quality/service positioning. To address this, Tweeter abandoned sales, introduced Automatic Price Protection to assure best prices, and shifted marketing from print ads to radio/TV to promote competitiveness. This helped change consumer behavior from waiting for sales to everyday fair pricing, improving Tweeter's performance.
The document summarizes the process and outcomes of a workshop to develop solutions to increase participation, fundraising, and ROI for the Wings For Life World Run event. Key outcomes of the workshop included two hero concepts: 1) Supplementing the in-person run with additional virtual/local events and 2) A "Pay Per Kay" fundraising model where donors pledge money for each kilometer runners complete. Feedback on the concepts was positive and a next steps plan was outlined to further design the top solution.
Channels, Customer Relationships and Revenue Models Presentation - GIST BootcampMissMandy33
The document discusses channels and revenue models. It defines channels as how customers want to be reached and lists types of channels such as direct sales, resellers, and virtual channels. It then covers channel economics and how channels are compensated. The document also discusses getting, keeping, and growing customers through various customer acquisition costs and relationships. Finally, it outlines several revenue models including direct models like subscriptions and freemium as well as ancillary models such as affiliate revenue and advertising.
5 Myths About Breaking Into the Streaming Space, DebunkedTinuiti
There’s something scarier out there than Bigfoot and the Boogeyman combined – and that’s the myths many marketers believe about Streaming advertising. But much like a blurry snapshot of a mysterious creature, these misconceptions quickly fall apart upon closer investigation.
Join Tinuiti x Bliss Point Media’s Streaming expert, Elisa Westman, as she breaks down the five most common myths about Streaming advertising so your brand can make a more informed investment decision.
This document proposes the creation of a social media platform called Spillwall.com designed specifically for kids. It would provide a safe environment for kids to create content, tell stories, and share with friends. The strategy involves building Spillwall's audience to 500,000 monthly users by mid-2013 and 20 million by 2016 through marketing partnerships with existing customers in the youth media space. The financial projections estimate Spillwall will become profitable within 18 months and generate over $90 million in annual revenue by 2015.
5 Steps to Create a Killer Intrapreneurial Business PlanCheryln Gibbs
Twitch Interactive is a live streaming platform for gaming and entertainment content. It has an opportunity to improve its poor public perception by addressing 2500 unanswered customer complaints through an omni-channel customer service solution. The proposal involves making customer service pages mobile friendly, improving social media response times, creating a comprehensive self-service FAQ page, allowing SMS support, adding live chat, and utilizing email communication over 4 quarters. This has the potential to increase customer satisfaction, lower costs, and save $1.8 million annually by retaining existing customers.
051116 - How Savvy Brands Use Email - CNX16_Book and White v3.0Joel Book
Email is a key channel for acquiring, onboarding, and retaining customers throughout the customer lifecycle. Presenters discuss how smart brands like Scotts, Volvo, Pei Wei Asian Diner, and Sony use email for demand generation, lead nurturing, driving purchases, and onboarding new customers. Barcelona FC further personalizes their welcome emails based on the subscriber's geolocation country.
SCA[NBCU] is a proposed system that would display unique scannable codes alongside NBC television show logos. Viewers could scan these codes using NBC or show-specific mobile apps to access promotional offers, deals, and exclusive content from advertisers. The system would launch during Season 8 of "The Voice" and expand to other NBC shows and properties over three "waves". It aims to better integrate linear TV and digital platforms, driving engagement and revenue for NBC and advertisers. A three-phase marketing strategy is outlined to promote SCA[NBCU] starting with "The Voice".
Purplegator, recently named to the Inc. 5000 and the Philly 100, presents its 2023 capabilities. For more information, please contact us at sales@purplegator.com .
Capabilities --
Purplegator is a marketing agency and consulting firm. We help your industry engage and acquire by blending our mobile and telecom technology with our creative services.
Geotargeting Mobile Advertising
SMS Text Message Marketing and Messaging
MMS Text Message Marketing and Messaging
IVR (Interactive Voice Response) Service Bureau
Inbound and Outbound Telemarketing
Pay Per Click Advertising (Search)
Video Production
Web Development
Social Media Management
Social Media Advertising
Promotional Products
Reviews Management
Search Engine Optimization (SEO)
Platforms & Partners Include:
Meta: Facebook & Instagram
Google
YouTube
X (formerly Twitter)
LinkedIn
TikTok
Snapchat
Reddit
Mobile Apps
The Mobile Web
Retargeting
Streaming Audio
Call 610-688-6000 or visit us at https://purplegator.com .
Effective Charity Fundraising TV Creative: Observations From A Media Agency P...Raw London
This is a summary of a session from Raw London's Relay event, 'Grow Your Giving: How cutting-edge creative is driving fundraising in 2020', which took place on Thursday 12 March 2020.
Speaker: Rob Stephens, CEO, JAA Media
The document discusses Chatterspot, a SaaS platform for digital relationship management in the wireless retail industry. It allows users to manage CRM, digital marketing, and social media from one platform. The document outlines nine action items for maximizing the monetization of customer data through Chatterspot, including ensuring data is actionable, building text and email databases, implementing automated lifecycle technology, and executing a strategic multi-media marketing plan. Pricing details and testimonials are also provided.
Joel Book and I explain email’s role in every stage of the customer lifecycle--from Awareness and Evaluation all the way through to Retention and Advocacy. Hear customer success stories, get real-world marketing insights, and discover cross-channel strategies.
How Savvy Brands Use Email Marketing: Joel Book and Chad White at CNX16Litmus
Today’s consumers are better informed, more empowered, and expect a personalized experience at every stage of the customer lifecycle. Sharing case studies from innovative brands, working through data and analytics, and offering creative tips to optimize click through and conversion, this session will inspire you to build better email.
How Brands Use Email to Engage Customers at Every Stage of the Life CycleChad S. White
In the era of the connected consumer, marketing has become more competitive and challenging than ever. Today's consumers are better informed and more empowered, and they expect a personalized experience at every stage of the customer life cycle. This is why email has become the #1 channel for delivering offers, information and customer service communications tailored to the needs, interests and behaviors of the consumer.
In this presentation, Joel Book of Salesforce and Chad White of Litmus will share:
• Case studies from innovative brands that use email to engage consumers and deliver personalized content at each stage of the customer life cycle
• How to use customer data and predictive analytics to trigger email execution and personalize email content based on the customer's needs and intent
• Creative tips and techniques to optimize email click-through and conversion
• How to use email in combination with other channels to engage consumers
Opera America Electronic Media Forum Case Study: The COC Live BroadcastDelvinia
Adam Froman's presentation at Opera America's Electronic Media Forum in New York on January 21st, 2010.
The presentation outlines the work Delvinia has done with the Canadian Opera Company to create an digital experience for Opera goers. It highlights the recent Live broadcast event of the CBC's broadcast of Madama Butterfly and the Nightingale.
Presented by Ashley Sobel: July 26, 2016
Consumers are now spending more time with digital media than any other channel — even TV -- and advertisers are following suit. This class will focus on three key digital tactics: site direct display, digital video, and paid social. Specifically we'll cover the history of these channels, when and why to use them, how to plan and buy for them, and the tools at our disposal for activating and trafficking the buy.
This project developed a tagging strategy for Netflix, which could be used by a development team when implementing tagging codes. The project identified goals, measurable actions, conversion events and values, data filters, KPIs, metrics and user stories based on the results of the analyzed site elements of netflix.com.
Conducted in 2017 for academic purposes. The enclosed presentation provides an overview of the final document.
1) Debbie's viewing habits have changed from 2000 to today, with on-demand and time-shifted viewing now common along with watching TV on multiple platforms.
2) Sky has evolved its business model from broadcast TV to a multi-sided platform with a long tail of content and products and a hybrid revenue model of subscriptions and advertising.
3) The future of TV involves social, personalized experiences that are more integrated with online conversations and recommendations from friends.
TDC Group is facing declining revenues due to increased competition. Nova Associates proposes a roadmap with three strategies - "Stand Proud", "Stand Tall", and "Stand Strong" - to sustainably improve revenues by 2018. Stand Proud focuses on communicating TDC's superior connectivity. Stand Tall strengthens offerings such as expanding entertainment with games. Stand Strong enhances the customer experience through improved service and engagement. If successful, the strategies could increase ARPU to 200.7 DKK, add 270,000 households, and attain positive revenue growth for TDC's consumer division.
The document proposes a digital engagement program between WWE and PNC Bank to reach younger audiences. It identifies that WWE's audience is aging while digital audiences are younger. The program would create youth-centric content and use data to engage account holders. PNC would sponsor the program in exchange for marketing benefits, with an estimated annual partnership valuation of $4 million. Key goals are to strengthen both brands, reach younger demographics, and increase engagement and sales metrics.
Tweeter Electronics: Marketing Case AnalysisDipak Senapati
Tweeter is a specialty consumer electronics retailer founded in 1972 providing mid to high-end equipment through 21 stores by 1996. While Tweeter's growth rate had been better than the industry average, it faced challenges with its sale-based pricing reducing its quality/service positioning. To address this, Tweeter abandoned sales, introduced Automatic Price Protection to assure best prices, and shifted marketing from print ads to radio/TV to promote competitiveness. This helped change consumer behavior from waiting for sales to everyday fair pricing, improving Tweeter's performance.
The document summarizes the process and outcomes of a workshop to develop solutions to increase participation, fundraising, and ROI for the Wings For Life World Run event. Key outcomes of the workshop included two hero concepts: 1) Supplementing the in-person run with additional virtual/local events and 2) A "Pay Per Kay" fundraising model where donors pledge money for each kilometer runners complete. Feedback on the concepts was positive and a next steps plan was outlined to further design the top solution.
Project Zephyr Final Presentation (Low Res)Tyson Rose
The project aims to revolutionize home products using pneumatic technology. Phase one involved exploring pneumatics applications through prototyping and user research. Key learnings include pneumatics being well-suited for cleaning, compacting, focused heating/cooling, and drying. Challenges include compressor power requirements and air losing power over distance. Phase two will focus on new product categories and functionality through better design.
2015_04_16 Pizza Hut x Lion Mature Menu DeliveryTyson Rose
This document proposes a partnership between Lion and Pizza Hut to offer alcohol delivery alongside pizza delivery, called "Mature Menu Delivery". It would leverage Pizza Hut's existing delivery infrastructure to provide a national alcohol delivery service for the first time. The opportunity is presented as a way to increase Pizza Hut's delivery basket size and provide Lion access to new customers. Initial testing would focus on delivering beer in select locations before potential national expansion. Considerations and next steps are outlined for Lion and partners to further scope and evaluate the opportunity.
This document is a Financial Services Guide that provides information about Life Risk Management Pty Ltd, the financial advice services they offer, and how fees are charged. It explains that clients will receive Statements of Advice detailing recommended strategies and fees. It also covers how personal information is collected and managed, the complaints process, and payments and benefits the business may receive. Fees for financial advice are charged either as a flat dollar amount, hourly rate, percentage of funds invested, or combination of methods.
2. W
Develop an integrated eCRM program that creates behavioural
change and drives frequent, repeat purchase of Tap King refills
by directly engaging and incentivising the Occasional Kings
consumer segment.
Purpose of this document
3. W The challenge
We were concerned that Occasional Kings needed a
more critical and completely different motivation
to what has been offered before, in order to to
kickstart and maintain a Tap King refill behaviour.
So we took stock and revised the offer.
4. W Profile of an Occasional King
Purchase Behaviour:
• <3 x TK purchases
• Habitual tension:
• Want to get in and out (32%) but
• Influenced by promotions (44%)
• Willing to pay for quality (products,
services & experiences)
• Early adopters / influencers
Drinking behaviour:
• Carefree me time
• Mostly at their home with partner
• While consuming media (40%)
• Seeking ‘escape’ and to treat
themselves
Top Royal Pursuits:
1. Movies (39% of Kings)
2. Entertaining (37% of Kings)
3. Tech / Gadgets (32% of Kings)
Demographics:
• Even mix of males and females
• 28 - 39 years old
• High income earners
• Urban dwellers
Liquid of choice
5. W Supporting data
Sales vs Loyalty by Brand
0%
7.5%
15%
22.5%
30%
TN TED HSD XXXX JBP 150 L. Chancer
% of TK Sales % of Loyal Kings (3 + Freq)
Loyal Kings
Occasional Kings
Sales Behavioural
7. W Value proposition
Be the King of your Domain with entertainment on tap.
Watch whatever you want, whenever you want all while enjoying
the best draught beer in the comfort of your castle.
8. W Fresh approach: Entertainment on Tap
Our eCRM strategy is anchored by a major entertainment
service launch, keenly anticipated by our target audience.
We will leverage the popularity of Netflix in Australia and create
a two tiered loyalty scheme that will encourage trial, prompt refill
sales and reward consistent purchasers.
Ultimately, our eCRM program will provide an in-home beer
experience like no other and allow us to develop a strong,
ongoing consumer loyalty program.
11. Media streaming: Business case
Tap King is a premium priced, high quality
offering that relies on loyalty and referrals.
A recent study by Spotify shows the many
loyalty and price elasticity attributes that exist in
people who stream media.
Capturing consumers with these attributes helps
to deliver brand advocacy and protects against
switching.
W
12. W Media streaming: Consumer case
Media streaming (in particular VSOD) services have the highest
intrinsic value of any other offer currently available, as far as our
Occasional Kings are concerned.
Australian movie and technology enthusiasts have demonstrated
that they value these services well above the financial cost of
acquiring them by:
• Australians being notoriously the
highest consumers of pirated
entertainment content in the
world
• 340,000 Australians currently
hacking TV streaming services
overseas - and paying for it - in
order to view their content
13. W Media streaming and the Occasional King
Purchase Behaviour:
• <3 x TK purchases
• Habitual tension:
• Want to get in and out (32%) but
• Influenced by promotions (44%)
• Willing to pay for quality (products,
services & experiences)
• Early adopters / influencers
Drinking behaviour:
• Carefree me time
• Mostly at their home with partner
• While consuming media (40%)
• Seeking ‘escape’ and to treat
themselves
Top Royal Pursuits:
1. Movies (39% of Kings)
2. Entertaining (37% of Kings)
3. Tech / Gadgets (32% of Kings)
Demographics:
• Even mix of males and females
• 28 - 39 years old
• High income earners
• Urban dwellers
Liquid of choice
14. W Why Netflix? - Consumer case
*Source: Google.com/trends comparative search, Australia 24th February 2015 *Source: Sandvine video downstream sources, USA, 2013
15. W Why Netflix? - Business case
Brand fit
Monthly mechanic
Growth / interest
Cost / value adds
O
TBC
No hardware barrier
TBC TBC TBC TBC TBC
O
OOO
17. W Program mechanic
SILVER: Aquire
(Mandatory)
GOLD: Retain
(Additional)
Additional 2 x refills
*We are currently developing a partnership to secure pricing subsidies from Netflix in exchange for our co-
investment in their awareness and trial targets and Samsung in exchange for new TV launch promotion.
Trigger
Reward
Surprise & Delight
33,500 unitsReward cap
Monthly, basic .
subscription ($9.99)
entertainment pack:
The more codes,
the more chance
4 x Tap King kingies
N/A
Monthly, basic .
subscription ($9.99)
18. W Phasing & Sales analysis
*Worst case scenario - not including partnership subsidies from Netflix.
20% Loyalty 80% Loyalty50% Loyalty
Each option uses a total of 33,500 Netflix basic subscriptions and costs < $340,000*
Total ARs:
16,750
Loyal ARs:
3,350
Total beer sold (L):
321,600
Total ARs:
9,570
Loyal ARs:
4,785
Total beer sold (L):
275,616
Total ARs:
6,700
Loyal ARs:
5,360
Total beer sold (L):
257,280
19. W
4500
9000
13500
18000
MAY JUN JUL AUG SEP OCT
214,400
235,840
257,280
278,720
300,160
321,600
20% repeat ongoing engagement
= GOLD: Retain
(Additional)
= SILVER: Acquire
(Mandatory)
= Cumulative Beer volume
(L)
26. W
Welcome to
Entertainment on Tap
Welcome back to
Entertainment on Tap
Email
TK code 1
TK Code 2
TK Code 3
TK Code 3
Email
TK code 1
TK Code 2
Buyer journey
29. W Two phased communications
Phase One Phase Two
Test & Learn
Contained
33,500 Redemptions
May - Oct
Refine & Expand
Open
TBC
Oct +
Objective
Acquisition
Target
Timing
30. W Test & learn acquisition targets
95,000Exclusive
outreach
6,700 - 16,750One off Silver participation
3,350 - 5,360
7-17%
20-80%
Ongoing Gold participation
SILVER: Aquire
(Mandatory)
GOLD: Retain
(Additional)
31. W …if we need it
250,000 +
Call in
brand and
partner support
32. W Test & learn production & comms timeline
Mar
Additional
CommsOptions
Planned
Comms
Apr May Jun Jul Aug Sep Oct Nov
Internal/
Production
Production v1.0 Production v2.0
33. W Entertainment on tap evolution
Phase 1 - test & learn:
• 6 month program
• 33,500 x Netflix codes
• 1 x major Samsung prize pack
• Digital communication only
April 2015
FY16
Phase 2 - expand & sustain:
• Ongoing program
• Additional Netflix functionality:
• Personalised profile area
• “Other kings viewed” feature
• Exclusive events
• Direct debit trial
• Additional entertainment services (TBC):
• Spotify, etc.
• Additional major prizes
• Through the line communications
35. W Role of each channel
Role
Become the hub of the loyalty
program by providing
information and access to
rewards
Immediate Steps
Review UX and create seamless
login
Link automated eDM’s to
registration and redemption
Role
Inform and prompt action
Provide reassurance and
guidance
Deliver updates
Immediate Steps
Create promotional introduction
of offer eDM
Create eDM templates for each
King type
Create informative Netflix eDM
Create drop off templates
Role
Create interest
Drive traffic to website
Conversion channel (subscribers)
Immediate Steps
Create cut through ‘campaign
materials’
Push people through to new
content on website
Communicate loyalty program
Develop referral messaging
36. W
Entertainment on Tap .
Example content
Your Netflix Subscription will
end in 10 days
10 Trending shows on Netflix
Which Netflix blockbuster are
you watching more of with
your Entertainment on Tap
*Image and video content licensing are in scope of the partnership discussions with Netflix
vs.
Pick up more delicious
draught beer to keep your
entertainment on tap
38. W Next Steps & Timeline
Who What When
Lion Sign off on project scope 2nd March
White Provide confirmed SoW 5th March
Lion Approve SoW 10th March
Lion Confirm Samsung partnership & terms 13th March
White Confirm Netflix partnership & terms 13th March
White Begin production 16th March
White Tease program in March eDM 28th March
White / Lion Program launch 30th April - 14th May
White / Lion Initial program evaluation 1st June
*Timelines are based on discussed scope of works and assumptions and are subject to change is the scope does.