Yield Technology Marketing Automation Software

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Client Harvesting
Digital Marketing Automation Platform
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Who We Are
 YIELD is an intelligent web-based solution
for consumer marketers to easily create,
manage and track all of your mobile,
online and social marketing campaigns
on a single platform…giving you a 360
degree view of your customers thus
deepening your one-to-one customer
relationships

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Who should I target?
How do I collect the data?
What worked and what didn’t?
What technology do I need?
How do I integrate the various digital channels?
How do I measure ROI?
Today’s Digital Marketing
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SOCIAL MOBILE WEB E-MAIL LOYALTY CONTEST SURVEY AD SERVER

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What this means for the you
Cost reduction:
Manage all of your 1:1 communications in email, text SMS, contests,
coupons, loyalty program, and tell-a-friend campaigns in one
integrated platform.
 Users of YIELD have the ability to access real-time graphical reports to monitor ROI, campaign success and allow you
to optimize and tweak a campaigns on the fly.
Targeted Relevant Messaging:
Segment customers and market to them based on their unique
attributes to drive targeted, relevant messaging aimed to increase
brand awareness and drive sales
 Build rich profiles on each individual customer based on their work or home location, demographics, preferences and
behaviours. Then we empower you to market to those customers with timely relevant offers based on those individual and
unique preferences.
Segmentation

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What's this mean for you
Acquire new customers:
Gain access to your customers' social and professional networks
that will reduce your acquisition costs for net-new customers.
 Gain insight into a community member's social graph so you can identify their potential as an advocate or influencer of your
brand.
Grow your wallet share:
Capture transaction data, and preferences that will allow you to
automate online marketing campaigns designed at cross-sell
and up-sell opportunities
 Identify and implement life-cycle marketing campaigns designed to automate the communication stream and provide the
right offer, to the right person, at the right time
 Monitor when a customer or prospect has become less engaged with your communications so you can reach out to them
and take the proper actions to reduce customer churn.

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What’s in it for you
Identify your most Engaged
Customers & Brand Advocates
Measure brand engagement from a aggregate level and
stack rank your community on a daily basis to determine
the customer that are driving your brand.
 Encourage and incent community members to promote the brand(s), products, offerings, and promotions
to other non-community members and to other community members where applicable.
 Encourage community members to promote the brand through following options:
- Tell friend(s) / Invite friend(s)
- Post to Facebook profile and / or Fan Page
- Community Forums, Blogs and Twitters
- Reviews
ADVOCATE

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Power of YIELD MCC
Using YIELD results in measurable increases in
brand awareness, consumer engagement and
customer conversion.
 Our clients have seen the following results:
 Increased ROI by at least 25%
 Increased size of database by 2x
 Increased engagement by 4x
 Bottom line: more revenue with less effort

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How Can We Help?
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Maximize marketing
potential by delivering
the Right Message with
the flexibility of:
 E-mail Marketing
 Mobile Marketing
(SMS)
 Loyalty Programs
 Social Media
 Web Integration
 Target Ads
MultichannelSegmentation Responsive
Respond to individual
behaviour at the Right
Time with our cutting
edge campaign programs
and rules engine:
 Time driven triggers
 Event driven triggers
 Reward user activity
 Increase engagement
Target the Right Person
with dynamic and data
driven segmentation:
 360° Customer
Profiling
 Environics Prizm C2
demographics
integration
 Community and
individual scoring
 Real-time processing

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Our Solution:
The Automation Platform
Marketing Control Center (MCC)
Our proprietary self-serve
software allows any marketer to
take their marketing efforts to the
next level. The MCC is a powerful
suite of tools aimed at making
digital marketing easier and more
effective. With the ability to
quickly deploy complex
automated programs our SaaS
solution delivers an effective
method for maximizing results and
ROI. Once set, programs can run
completely hands off!
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Our Solution:
Model
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One Easy to Use Web Based Tool for Managing Consumer Engagement
1-to-1 Rules Engine
Tactics
Data Aggregation and Analytics
Segmentation Scoring & Ranking 360 Profiling CampaignManagement
*via our web API
SOCIAL MOBILE WEB E-MAIL LOYALTY CONTEST SURVEY AD SERVER

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Our Solution:
Technology
 Our SaaS solution is deployed on a Cloud based
infrastructure with multiple levels of redundancy
to ensure your marketing programs are always
running
 Our facilities and infrastructure are PCI-DSS,
CICA5970 and SAS 70 Type II compliant
 Based on an industry standard 3-tier server model
we utilize the latest in Java and Open Source
technology to provide the best features
 External integration with our platform is available
in several forms including SOAP messaging and
REST web-forms
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Key Features
• Marketer-Friendly Interface
• Consumer-centric Database
• Campaign Management
• 1:1 Marketing Rules Engine
• Plug-and-Play Multiplatform Integration
• E-mail Marketing Management
• Mobile Marketing Management
• Contest & Promotions Management
• 360° Profile Management
• Consumer Segmentation
• Consumer Scoring
• Loyalty Management
• Ad Server
• Reporting and Analytics

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What Can You Do with the Platform?
 Online promotions
 Customer / Agent portals
 Online contests
 Online surveys
 Online advertising
 Customer Loyalty Programs
 Customer Value Management
 E-mail , SMS, and Social marketing
 Couponing
 Direct Mail Marketing Programs
The YIELD Marketing Platform can facilitate many different
targeted marketing programs, including the following:

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What you can do
some examples from our clients
 Identify the 20% most engaged users in your community. Send them an
exclusive email invite to participate in a customer appreciation contest
allowing them to earn extra entries for referrals. These users advocate
your brand and grow the database by 17%. The process is seamlessly
integrated with the MCC from email to referral registration.
 Create a recurring weekly newsletter that automatically assembles a
personalized email and pulls content from an external data source
maintained by your writers and designers. Setup the template once and
forget it. (it’s that easy!)
 Respond to a user’s registration, clicks, web page views and more resulting
in increased user loyalty and interaction.
 Maintain and publish to Facebook, Twitter and LinkedIn pages at the click
of a button while tracking your brand’s reputation.

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Proof of Concept - Client List

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Next Steps
 What are the benefits ?
 Get more insight into consumer behavior
 Provide consumers with a truly multi-channel experience
 Centralized campaign management
 Faster time to market for interactive campaigns
 More visibility and actionable tools to successfully impact marketing
campaigns

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GET THE MOST OUT OF YOUR DIGITAL MARKETING CAMPAIGNS WITH
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Pepsi Access Rewards Program:
• www.pepsiaccess.ca
• Online / Mobile Loyalty Program
• Over 350 million PIN codes on labels
OLG Winner’s Circle Rewards Program:
• www.winnerscirclerewards.ca
• Online / Mobile Loyalty Program
• Over 1 million members
Case Studies

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Visa-Blockbuster contest:
• Use Visa at Blockbuster, get PIN
• Enter PIN online for a chance to win
• Most successful partnership
campaign ever for Visa Canada
Hershey’s Rip the Wrap Promotion:
• www.ripthewrap.ca
• Prize an hour featuring Dell prizes
• 1st national campaign in 11 years
• Over 50 million PIN codes in market
Case Studies

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Pepsi used MCC to execute and manage one
of the largest digital marketing programs in
Canada:
• Pepsi Access – Consumer Loyalty Program
• 400 million unique PINs on Pepsi Product
• Consumers register online to collect points
• Music-themed web site that had a new
artist of the month with exclusive access to
content and prizes
• Integrated multiple tactics: web, email,
SMS, online contest, online survey, social
Case Studies

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• Customer retention program to
increase loyalty and lifetime value
of pet owners
• Triggered 1:1 coupons and
communications, based on
the lifecycle and breed of the pet
• Seamless and cost-effective
integration with existing e-mail
vendor and in-house database
• Real-time segmentation and
reporting to ensure success
• Increase of up to $5,000 in downstream
revenue per household
Case Studies

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Landing Page Integration
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Call to Action Petitions
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THE MCC Integration to ticketing
Archtics MCC
Customer Profiles &
Purchase Transactions
Frequent Premium Seat
Purchasers
(Convertible to Season Holders)
Frequent Low Tier
Purchasers
(Convertible to Premium Seating)
One-off Purchasers
(Convertible to Loyal Fans)
Website Behaviour
Fan site Email
User tracking/response
Highly Targeted
Engagement
(Email, SMS, Contests,
Loyalty Programs,
Surveys, Tell-a-Friend)
Leading to customer
advocacy and
conversion!
Contests, Surveys,
Loyalty, etc.
User participation
Data Source
(Seed + Transactions)
Customer Touchpoints
(Profiling)
Streamline the marketing process
Seamless integration
Put Bums in Seats

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Consumer Experience

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CAPTURE REAL & ACTIONABLE
DATA FROM FACEBOOK
WITH THE MARKETING CONTROL CENTER
An easy-to-deploy solution
to help monetize your
investment in social media
marketing while growing
your database with both
current and future
Facebook Fans and
Followers!
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Are you collecting 'Likes' on your Facebook Fan page? Are you doing anything with those
'Likes' to turn a potential profit from your social marketing efforts? Should you be?
If so, then YIELD has the answer to the question of how to convert 'Likes' into 'Love'!
Our Marketing Control Center™ (MCC) has a specially designed Facebook application that
collects the rich information in a Facebook user's profile in order for you to get to know
more about your fans and followers - along with the embedded ability to automatically
engage them with targeted relevant messaging, contests, and offers that speak specifically
to their desires!
DO MORE WITH YOUR FAN PAGE!
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FACEBOOK APP WIREFRAME SAMPLES
Sample: Facebook App PageSample: Facebook Fan Page With App Links
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Marketing Plan
Grocery Mart
where customers are family

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PAGE 32
Background
 Grocery Mart (Regional US grocery store chain)
 25 stores in the mid-western United States
 Existing Co-op program with vendors
 No loyalty card program
 Majority of marketing is currently in flyers, newspaper ads and local
radio.
 Target Segment - Women 29-49 (moms that shop for family)
Grocery Mart

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Company Goals
 Increase market share
 Increase the year-over-year annual revenues
 Increase the in-store traffic
 Launch 2 new stores
Grocery Mart

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 Focus the brand messaging on our “Small town values”, where everyone
knows your name and genuinely appreciates you as a customer
 Target a specific persona:
 Kelly Johnson, 39 years old, 3 kids, married for 12 years, stay at
home mom, used to be a school teacher, strong family values, her
kids are her biggest accomplishment in life, born in a small town,
member of the PTA, likes to go online to send e-mails to family
and friends, see deals and compare pricing on goods.
 Increase acquisition activities by targeting more “Kelly Johnsons” and driving
them in-store with special offers and in-store activities
 Develop a loyalty program that will help to increase household value and
market share as well as generate more revenues from suppliers
 Create a marketing database of consumers that we can market special offers
to via e-mail or SMS when we need to drive in-store traffic
 Put in place a measurement plan that will help to track the effectiveness of
the various ads and marketing activities in order to maximize ROI
Marketing Strategy
Grocery Mart

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Marketing Tactics
 Start with an online loyalty program in Q1 and roll-out a full card program in Q4
 Monthly in-store promotions focused on acquiring people into the loyalty program and
online insider program
 Full-year initiative to get to know our customers:
 employees are trained to try and remember customers names
 online program captures information and sends personalized e-mails on a monthly
basis (also has birthday e-mail, anniversary e-mail, special offers and kids club)
 Create a connection between customers and their local store by having the marketing
messages come from a specific store (closest to where the customer lives)
 Encourage engagement by providing points for opening e-mails, telling friends, viewing
online flyers, entering contests and participating in in-store promotions
 Create an online shopping list program, where you can build a quick shopping list and
have it printed out, e-mailed to you or sent to you via SMS on your mobile phone
Grocery Mart

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Loyalty Program
 Promote the idea of the “Grocery Mart Community” Loyalty program in all
marketing (flyers, newspaper, radio)
 Track the advertising that is sending the most people to the loyalty web site
(through unique URLs and keywords - ie. www.grocerymart.com/flyer1)
 Get customers to sign-up online or in-store to become part of the Grocery
Mart Community Program
 Create a communications plan that includes a monthly e-mail with special
deals and a feature story on one of our Grocery Mart Community members
 Put employee stories on the web site to create a sense of community
 Run a contest to have moms send in a story about their son or daughter’s best
moment, stories will be posted on the web site and people can vote for the
best one
 Segment the people that sign up into different key segments and focus more
money on targeting and retaining the “Kelly Johnsons” (high value targets)
 Create some experiential rewards for the top point earners in the program (ie.
free maid service for a year, free interior decorator session, spa day, 4 free
tickets to the local professional sports team)
Grocery Mart

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Customer Acquisition Plan
 Use traditional media to drive people online
and in-store
 Use unique URLs to measure the
effectiveness of each ad at driving new
member acquisition and optimize media mix
and messaging accordingly throughout the
year
 Setup a Grocery Mart Community web site
where customers can go to register for the
program and start to accumulate points
under their profile
 Reward users that fill in the full profile with
additional points in order to drive relevant
customer segmentation
 Segment customers by value and create
different communications and promotions
plans based on the segment (more money
and effort on retaining higher value customer
segments)
Grocery Mart

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Communications Plan
 It is important to stay top of mind with members, but only with relevant and
targeted communications
 Use the marketing preferences in the profile of each individual member to
deliver messages to them in the medium of their choice
 Create different offers for the different segments based on value
 Prepare triggered communications that are always ready, but will only be
deployed to an individual member if they request more information or if they
have taken a particular behaviour (ex. welcome e-mail, kids club e-mail, you’ve
reached 10,000 points e-mail)
 Measure the effectiveness and ROI of the various communications channels
throughout the year and optimize the monthly campaigns to maximize ROI
 Separate the communications into categories: Offers, alerts, promotional,
notifications.
 Manage opt-in and opt-out through a central marketing database
 Ensure all communications are personalized and relevant

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Promotional Plan
 Run monthly promotions to encourage new member acquisition and drive
members in-store
 Promotions will reinforce the “small town values” and our “customers are
family” attitude (ie. bring in local teams for a sponsored baseball tournament,
proudest parent contest, best homemade sandwich in town competition, etc.)
 1st quarter promotions will be planned in advance and then we will monitor
the success of the various campaigns in order to focus our efforts for future
promotions
 Promotions will be pre-promoted through e-mail and the web site to
community members
 All data collected on consumers through the promotions will be aggregated
together under their profile for better segmentation and targeting
 Members will be scored based on their level of participation over the year in
order to identify our most active and loyal customers
 Every promotion will have a tie into the web site in order to grow the
database and get more information on existing members
Grocery Mart

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Full-Year Campaign - Customer
Appreciation
 We are embarking on a year long initiative to show customers they are family
including remembering and celebrating special dates in our customers’ lives.
 Birthday Club: A special birthday e-mail and offer triggered to each customer
on their special day.
 Kids Club: Sign up your kids and we will send them a birthday card in the mail
from Grocery Mart.
 Anniversary Offer: Special on a romantic gift the week before your wedding
anniversary.
 Holiday Wishes: Special e-mail holiday wish for each customer around the
holidays.
 Random act of kindness: A special e-mail offer to customers one day a year for
“just being a customer”.
 1-year member anniversary: Special card sent in the mail (e-mail or direct mail
depending on value of customer) to commemorate their first anniversary of
becoming a member of the loyalty program.
Grocery Mart

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Campaign - Proudest Parent
Contest
 Concept: The proudest parent contest involves customers going online to
talk about their favorite moment with their kid(s). This program is
targeted at the high value “Kelly Johnson” segment
 Goals: Increase acquisition, build loyalty
 Media: Newspaper, Radio, in-store stand-ups, online ads
 Marketing Tactics:
 Online Contest
 Triggered e-mails
 Online story submission and voting
 Scoring Indices: Brand Engagement, Promotions Lover, Family Enthusiast
 Timing: In market from January 1 - January 31 (winner announced Feb 1)
Grocery Mart

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Campaign - Hershey Kiss Someone
 Concept: Allow customers to go online and send a “Hershey Kiss” to
someone special via e-mail. It will be sponsored by Hershey’s and one
couple from each store that participate will win a Valentine’s Day dream
date kit (romantic food package, recipe book, massage oils and Hershey
Kisses)
 Goals: New member acquisition, member retention and loyalty
 Media: Newspaper, Radio, billboard, online ads
 Online E-mail sign-up
 Scoring Indices: Brand Engagement, Promotions Lover, Hopeless Romantic
 Timing: In market from February 1 - 14 and follow up online Feb 15 - 28
Grocery Mart

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Campaign - Mart Madness
 Concept: Take advantage of the March Madness college basketball frenzy and make our
own tournament of in-store games. People can come in-store and compete in a series
of Wii sports games (bowling, golf, baseball) or actual games (basketball hoops, football
accuracy). We will have someone in-store keep track of the scores and people’s
corresponding membership account ids. There will be an online and in-store leader
board (plasma) to show the winners in each sports competition. Top finalist will be
called back on March 31 for the tournament of champions to win great prizes.
 Goals: New member acquisition, member retention, increase in-store purchase, loyalty
 Media: Newspaper, Radio, billboard, intercept marketing
 In-store gaming
 Weekly teaser e-mails (with clues)
 Scoring Indices: Brand Engagement, Promotions Lover, Sports Enthusiasts
 Timing: In market from March 1 - March 30 (final tournament of champions March 31)
Grocery Mart

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Campaign – Enter PIN and WIN
 Concept: Find PIN codes located in-store on tear pads that are located
near the “deal of the week” and enter them online for points. Points can
be redeemed for contest ballots or prizes.
 Goals: New member acquisition, member retention, increase in-store
traffic, increase co-op dollars from CPG sponsor
 Media: Newspaper, Radio, in-store stand-ups, in-store tear pads, intercept
marketing
 Online PIN entry for points
 Weekly teaser e-mails (with clues)
 Scoring Indices: Brand Engagement, Promotions Lover, PIN collector
 Timing: In market from 30 to 60 Days
Grocery Mart

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Measure Plan
 All aspects of the marketing plan will be measured for effectiveness and ROI
throughout the year
 Marketing Plan will be measured based on:
 Acquisition (new member acquisition rates with emphasis on Kelly
Johnson - high value segment)
 Participation (point distribution, avg. points per member, avg. consumer
score)
 Relevance (e-mail open rates, contest participation, membership growth,
web site traffic, friends told)
 Retention (retention rate over the year, number of community members
that participate in multiple campaigns - again focused primarily on our
high value segment)
 ROI (media channel effectiveness, cost per acquisition, communications
cost, sales, store traffic)
 Satisfaction (survey results, satisfaction rating, avg. points, retention
levels)
Grocery Mart

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