Marketing Sherpa: College credit card marketing best practices

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Duck9.com is part of UCMS

Larry ChiangFounder CEO D.u.c.k.9(Digital Underground Credit Knowledge 9)Tuesday, March 6, 2007

Integrating Mobile & Email Marketing


2 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.Duck9.com is part of UCMS

Larry Chiang

Integrating Mobile and Email Marketing

March 6, 2007

Mentor Marketing (MM) via SMS

My Duck9 MM Toolbox

A quick tour of 6 MM tools and Duck9 business practices



Larry Chiang


March 6, 2007

SMS = Friend



Larry Chiang


March 6, 2007

Duck9 in a nutshell

Duck9 sends SMS reminders to college students

Get reminded and manipulate your FICO score to 750

Students qualify for great deals because FICO is in the 90th percentile (i.e. FICO > 750)



Larry Chiang


March 6, 2007

Duck9 uses Mentor Marketing

Adopt a Consumer Advocacy Truth (CAT)

Get emotional Develop an Educational Angle

to promote your CAT Cut it into bite-sized pieces

(Cut & Pastes) Make it temp- Come Grow Go Become #2 (Second-Supplier

Gambit)



Larry Chiang


March 6, 2007

Duck9 Ranks and Migrates Prospects

Levels P1 to P10

Level P7 bought something

Prospect Heat Maps Prospect Level vs Cost per lead Prospect Level vs Revenue per lead

Migrate by Mentoring



Larry Chiang


March 6, 2007



Larry Chiang


March 6, 2007

Duck9 Prospect Ranks

P2 is jeopardy user (contestants enter here)

P3 is registered web user P4 is logged back in once or interacted

with Duck9 email P5 is conveyed credit data, debt data,

etc P6 is does something P7 is “buys” something P8 is refers P9 is writes, blogs, invites, hosts P10 is buys something as an adult

P1 is trying to unsubscribe P0 is hates Duck9



Larry Chiang


March 6, 2007

Newsletter Strategy

Reinforce your “truth”.

Enter late and leave early

Make it easy to recite

Holy grail is becoming a second supplier


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© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.Duck9.com is part of UCMS

Larry Chiang


March 6, 2007

Newsletter example


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Larry Chiang


March 6, 2007

Keys to Copying Duck9’s program

Connect with real world (seminars)

Do a contest (schwag in stages)

Rope contestants into doing something educational

Hone your unit economics We pay $3-5 and have a 50% of netting $20 in 90 days By providing phone support, we need to make $15-$100 per phone call


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Larry Chiang


March 6, 2007

Contest Form

.edu only

Ping cell before they leave with pizza


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March 6, 2007

Contest: FICO Score Prep

Three data points only


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Larry Chiang


March 6, 2007

Duck9 Campus Process

1. Contest that collects name, email, cell phone in person on campus

2. Provide immediate service reminding student to pay bill

3. Simultaneous SMS / email increases user task urgency

4. Second supplier gambit. Get to be the #2 supplier!


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Larry Chiang


March 6, 2007

Field Research


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Larry Chiang


March 6, 2007

“Danger Danger Will Robinson!”

Make it temporary

Keep it short

Don’t sell anything

Keep to your mentorship message


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March 6, 2007

Danger: note credit app and beer


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Larry Chiang


March 6, 2007

Get in. Get out. Let them get back

Unlike five digit short code, The 650-566-9600 # can be called back

Give them ‘Light’ at the end of the tunnel, “this is 17th of 24”


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Larry Chiang


March 6, 2007

Contest Form

Keep it simple

Get their pen to paper

Rewarded with Pizza after they show us SMS

Pick a prize (they win all three but we profile them. No debt, some debt and I don’t get it.)


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Larry Chiang


March 6, 2007

Contest Form

Wealth of info!

No debt, Some debt, I don’t get it

Add’l “info”


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Larry Chiang


March 6, 2007

Deal emotionally with unsubs

We can take you off our list of successful people

We’re building a list of 1,000,000 college students with a FICO of 750

“Don’t ya wanna be a part of this?!” Service your unsub with one more service

Take it personal


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Larry Chiang


March 6, 2007

Refocus on Prospect Movements

P1 is trying to unsubscribe P0 is hates Duck9

P2 is jeopardy user (contestants enter here)

P3 is registered web user P4 is logged back in once or interacted

with Duck9 email P5 is conveyed credit data, debt data,

etc P6 is does something P7 is “buys” something P8 is refers P9 is writes, blogs, invites, hosts P10 is buys something as an adult


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Larry Chiang


March 6, 2007

Problems in our industry

Less than 2% have SMSed a short code.

Can’t SMS from an 800 number

Is there such a thing as an eight digit short code (or 7,6 or 4).


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Larry Chiang


March 6, 2007

Commissions – Spiffs- Rips

Interest free loans March until Oct

Free renters insurance

Car loans for below 4% -4 year terms

Credit / debit cards

Brokerage accounts (partial shares)


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Larry Chiang


March 6, 2007

Fraud –Add lead value by weeding

Age of email Match it to social networks sub list Age of cell phone number

Match with carriers issuing Assume no transport by college

student Are they friends and family...???

Non typical profile of debtor Highly tech competent fraudsters

SMS from a landline! Semi-automated genius fraudsters


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Larry Chiang


March 6, 2007


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Larry Chiang


March 6, 2007

Company GOALS

Have one million college students with a FICO score above 750 later this year.

Blend peer-to-peer banking with a bank charter.

Process campus merchant transactions for 0% interchange.


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Larry Chiang


March 6, 2007

SMS = Friend

So Play Bingo…


Duck9.com is part of UCMS

**** Contest: Play Bingo to win free stuff! Details Duck9.com/Bingo ****

Larry ChiangCEO(Digital Underground Credit Knowledge

9)[email protected]

125 University Avenue, Suite 100Palo Alto CA 94301

Economy & Finance

Marketing Sherpa: College credit card marketing best practices