The document outlines a marketing plan for bingCashback to generate 50,000 new sales and increase brand awareness. It identifies key audiences like Millennials aged 18-30 and personas like Joel, a computer gamer. Tactics proposed include empowering bing ambassadors, making the cashback process transparent and simple, and increasing awareness through viral marketing and social media communities. The plan models sales projections and costs per sale for initiatives like email loyalty programs, Facebook games, search engine marketing, mobile apps, awareness placements, and offline advertising. It recommends investing more in customer service to improve the customer experience.

1. Is not GoogleKody Bradbury Amanda Dean Christina Dick Deb Jones Jessica Smith

2. Our GoalGenerate 50,000 new bingCashback sales Increase brand awareness and favorability

3. Direct & Interactive Marketing ChannelsE-mailSearch EnginesAwarenessFacebookiPod app

4. Our AudienceMillennials18-30 years50M in U.S.More EducatedMore DiverseLess ReligiousOptimistic

5. 5 Points for Connecting with Digital Millennials1. Lose The Hype Process information and change quickly2. Listen Up Allow for feedback & commentary Show appreciation by including them in brand decisions3. Get Original Offer "limited editions" & other time sensitive offers 4. Give Them Control Customize products (e.g. iTunes, customers can buy in any combination)5. Be Entertaining Allow for media sharing and viral marketing (M&M's campaign-candy avatars)

6. PersonasWe’ve narrowed bingCashback’s audience into three personas…

7. JoelAge: 25Computer gamer (nerd)Loves surfing the internet

8. SophiaAge: 18ShopaholicExpert at finding discount designer clothes

9. PamAge: 30Mother of TwoAppreciates convenience Coupon clipper

10. bingCashback…

11. What is bingCashback?A product search service developed by Microsoft through the search engine bingAllows customers to:Search multiple vendors for the best priceOffers a certain percent of “Cashback” on the total amount you spend which goes into a Cashback accountThe customer can request the money after 60 days and only if the account has more than $5.00 in it

12. StrengthsPrice ComparisonsNotifies users of free shippingOffers free shipping codesUp to 25% discounts Gives you original & Cashback discount priceProduct Reviews Compare positive and negative side by sideSocial Network Presence Facebook, Twitter

13. WeaknessesLow Brand recognition and awareness

14. Underdog to Google

15. Cashback program too complex

16. Long wait time

17. Cashback program can be misleading

18. Price comparisons and Cashback bonuses are not always accurate

19. Customer Service

20. Difficult for customers to access

21. Lack of transparency

22. Disconnect between how bing is advertised and what the site is actually like

23. Overcoming The Obstacles…

24. 4 Main TacticsEmpower bing AmbassadorsFind customers online that support bingBring them forward and recognize themMake it TransparentShow bing for what it really is so customers know what to expectMake a product people can loveCreate an online community where users will create content and buzzSimplify the ProcessGive Cashback a more unified appearance

25. Make it easier to use and understandHow to Increase Transparency & Customer SatisfactionMarket bing as a savings plan Cashback savings are returned in small increments

26. People associate small increments with savingsAids in transparencyAllocate Cashback earnings towards personal savings planStreamline Cashback operations – Simplify and unify appearance and operationLink Bing accounts to social networking sites Use Facebook Connect as bing loginAllow for greater levels of profile customization

27. How to Increase AwarenessOn-line Bing AmbassadorsEnhance Viral Marketing effortsCreate CommunityCurrently the bing YouTube channel is just bing commercials; bing should utilize its social media more effectivelyEncourage bing ambassadors to create their own YouTube videos in exchange for Cashback credits

28. How to Simplify the ProcessUnify the shopping experience-Make Cashback purchases through a “bing checkout” page -Reaffirms customer that they will get their discountInstantly credit Cashback into the savings account -Eliminates timely delays and negative customer satisfactionTrack cookies to display related products of interest

29. How to get people to love bing (loyalty)Email loyalty programCheapCustomer retentionCost effective, within budget guidelinesCost per sale is cheaper for previous customers than for new ones Increase “Wallet share” or the number of purchases per userHave bing preferences in the customer profileNotification