4. Our Audience Millennials 18-30 years 50M in U.S. More Educated More Diverse Less Religious Optimistic
5. 5 Points for Connecting with Digital Millennials 1. 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)
11. What is bingCashback? A product search service developed by Microsoft through the search engine bing Allows customers to: Search multiple vendors for the best price Offers a certain percent of “Cashback” on the total amount you spend which goes into a Cashback account The customer can request the money after 60 days and only if the account has more than $5.00 in it
12. Strengths Price Comparisons Notifies users of free shipping Offers free shipping codes Up to 25% discounts Gives you original & Cashback discount price Product Reviews Compare positive and negative side by side Social Network Presence Facebook, Twitter
26. People associate small increments with savingsAids in transparency Allocate Cashback earnings towards personal savings plan Streamline Cashback operations – Simplify and unify appearance and operation Link Bing accounts to social networking sites Use Facebook Connect as bing login Allow for greater levels of profile customization
27. How to Increase Awareness On-line Bing Ambassadors Enhance Viral Marketing efforts Create Community Currently the bing YouTube channel is just bing commercials; bing should utilize its social media more effectively Encourage bing ambassadors to create their own YouTube videos in exchange for Cashback credits
28. How to Simplify the Process Unify the shopping experience-Make Cashback purchases through a “bing checkout” page -Reaffirms customer that they will get their discount Instantly credit Cashback into the savings account -Eliminates timely delays and negative customer satisfaction Track cookies to display related products of interest
29. How to get people to love bing (loyalty) Email loyalty program Cheap Customer retention Cost effective, within budget guidelines Cost per sale is cheaper for previous customers than for new ones Increase “Wallet share” or the number of purchases per user Have bing preferences in the customer profile Notification
31. bingCashback Assumptions 7 million registered users Average sales/user = 2 Increase average sales/user by 20% to 2.4 sales/user/year Results: 28,000/year New Users: 22,000/2.4 avg sales per user = 9,167 new users
32. Email Loyalty Goal: Increase average sales/user by 20% Users select their interests when they register for bingCashback Newsletter is individually targeted based on interest selections Example: StumbleUpon Impressions: 5.6 million/Users: 7 million/ Sales: 28,000/Cost per Sale: $6
33. Facebook Game strategy: 70 million on Farmville (Pam) Turns real shopping into a game. The Cashback “points” you earn are points in the game that you can use to “buy” things to increase your status and create new FB notifications Promote with notifications (free); widgets (free, shared by users w/network; PPC Impressions: 25 million/Visitors: 250,000/New registered users: 5,000/Sales: 12,000/Cost per sale: $30
34. Search Engine Marketing Ads on competitive search engines as well as bing for popular online shopping purchases Pam: searching for great deals on household goods, clothing for her family and eBay Sophia: looking for steals on couture shoes and clothes Joel: comparison shops for the latest gaming accessories & electronics Impressions: 15 million/Visitors: 150,000/Users: 3000/Sales: 7,200/Cost per sale: $45
35. Mobile Joel is our target (Android user) Ads – Inserted in apps related to gaming & electronics Games “Deals” app (like Groupon) Bing Cashback “Ambassador” app 4x CTR of Search PPC Impressions:500,000/Visitors: 20,000/Users: 1,000/Sales: 2,400/Cost per sale: $11.25
When this slide is up, we will introduce the group, talk about what Bing is, and introduce the concept of Bing cashback.
He likes Bing because google is the evil empire.Bing is perceived as the underdog.Joel knows what he likes online, he sets up his homepage and likes the customizable quality of Bing.Collegehumor.com, virtual communities, he will virally spread the idea of bing to his online communities Joel has an androidNewegg.comhpdirec
Sophia (wallet share)She’s all about shopping online. That is her favorite thing to do online. She has a limited income because of her age, but she spends most of her income on shopping online. She is very social and will spread word about sales to her friends. She is the go-to person in her social network for knowing where to shop.She is obsessed with brands. Ebags designer outlet experss
Pam likes farmvilleShe loves She will be targeted with out facebook gameShe is a stay at home mom.She gets a lot of her social interaction onlineShe is the decision maker in her household. She shops for everything for her and herPam loves ebay. She has time time bidding.
Notifications example: “Sophia just earned a new Prada handbag with her Bing Cashback points!” ($1=100 pts.); pointes are in the form of the “Bing” coin logo