adtech SF 2012: Competitive Couponing - Social, Monetary and Personal Validation through Online Deal...

Competitive Couponing

Social, Monetary and Personal Validation through Online Deal Hunting

Details

• Moderator: – Samantha Skey, Chief Revenue Officer - Recyclebank

• Panelists:– Sundeep Ahuja, Founder and CEO - Blissmo– Tara Scarlett, Senior Manager, CRM and Mobile

Marketing - The Coca-Cola Company– Annie Lescroart, Senior Manager, Sustainability -

eBay

Coupons 2.0

Make It Personal

• The magic of coupons 2.0 lies in EXPERIENCE.  A range of opportunities exist to create an strong brand experience within the coupon conversion

• Consumers will get a double rush when a coupon is offered as both a reward for a positive action as well as validation of work-well-done

• Coupons should be rewards, not entitlements

1

Brand Connection

Personal Fulfillment

Loyalty

Make Them Earn It

• Combining fun gaming elements like challenges and badges with your rewards is a great way to engage and entice your customers

• Games are an excellent technique to keep customers of all demographics interested, engaged and eager to repeat the experience

• Did you know? The average social gamer is a 43-year-old woman

2

Tie it to a Larger Purpose• Wallet Activism

• Today’s new generation of shoppers are motivated by the “triple bottom line” (goods and services that offer financial competitive advantage, social equity and the confirmation of corporate citizenship)

• A slamming 92 percent of moms today want to buy a product that supports a cause

• Transforming a coupon into a true indicator of social accomplishment for completing an action for the greater good makes the coupon an badge of honor

3

Make it SUPER Easy4

• 47 percent of consumers redeemed digital coupons in 2011

• Offer your consumer a highly relevant coupon that will make their lives easier, and redemption rates will follow

Blissmo

Top 3 Tactics Used to Drive Customer Loyalty:1. Make a brand promise. Then deliver

on it.

2. Treat customers like friends.

3. Don't go stale.

The Coca-Cola Company

Our Digital Evolution

LEVERAGING OWNED & SHARED ASSETS TO DRIVE

CONVERSION

CREATING ENGAGING

DIGITAL EXPERIENCES

REWARDING INTERACTIONS

& TRANSACTIONS

ENABLING TECHNOLOGY TO

DELIVER SCALABLE PRECISION

Driving Value

#1 BeverageWebsite in the U.S.

270 million emails sent in 2011

150+ partners & 400 programs

activated in 2011

30% of all K-12 schools registered

12% visitsvia mobile - up from

3% one year ago

15 brands participating in program

Actively engaging ourSocial community

7 million monthly visits & 9 billionimpressions in 2011

15% YOY increasein Brand Favorability

$36 million In incremental consumption

18.4 millionmembers & growing

Key Strategies

EQUITABLE VALUE EXCHANGE TO ACHIEVE MARKETING OBJECTIVES

SOLVE A CONSUMER

NEED

BETTER CONNECTIVITY

USE DATA TO BE MORE RELEVANT

April 3, 2012

Annie LescroartSustainability Communications, eBay Inc

Green@eBay

Green @ eBay

Placeholder for eBay Video

Programs to date

August 2010: eBay Box

October 2010: Instant Sale

September 2011: Common Threads

March 2009: Hearst Partnership, 30 Days of Green

January 2010: Recyclebank Partnership

100,000

~24,000

~85,000

~120,000

~100,000

eBay Inc confidential 17

Enrollment in eBay Rewards Program Top Buyers eBay Top Rated Sellers

5.5x

Active US buyers

eGT members

2.3x

Active US buyers

eGT members

5.6x

Active US buyers

eGT members

$89

Active US buyers

eGT members

Average Customer Lifetime Value

Who our GT members are

Driving Customer Loyalty

1

2

3

Know the limits of what your customers are willing to do (eg eBay Box)

Don’t underestimate the power of cash – or good timing (eg eBay Instant Sale)

Make sure you know your audience; test and learn along the way to drive continuous improvement (eg RecycleBank)

Thank you!