Bing Cashback Marketing Plan
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Transcript of Bing Cashback Marketing Plan
Is not Google
Kody Bradbury Amanda Dean Christina Dick Deb Jones Jessica Smith
Our Goal
• Generate 50,000 new bing Cashback sales • Increase brand awareness and favorability
Direct & Interactive Marketing Channels
• E-mail• Search Engines• Awareness• Facebook• iPod app
Our Audience
• Millennials• 18-30 years• 50M in U.S.• More Educated• More Diverse• Less Religious• Optimistic
5 Points for Connecting with Digital Millennials
1. Lose The HypeProcess information and change quickly2. Listen UpAllow for feedback & commentary Show appreciation by including them in brand decisions3. Get OriginalOffer "limited editions" & other time sensitive offers 4. Give Them ControlCustomize products (e.g. iTunes, customers can buy in any combination)
5. Be EntertainingAllow for media sharing and viral marketing
(M&M's campaign-candy avatars)
Personas
We’ve narrowed bing Cashback’s audience into three personas…
Joel
Age: 25
Computer gamer (nerd)
Loves surfing the internet
Sophia
Age: 18
Shopaholic
Expert at finding discount designer clothes
Pam Age: 30
Mother of Two
Appreciates convenience
Coupon clipper
bing Cashback…
What is bing Cashback?
• 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
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
Weaknesses
• Low Brand recognition and awareness– Underdog to Google
• Cashback program too complex– Long wait time
• Cashback program can be misleading– Price comparisons and Cashback bonuses are not always accurate
• Customer Service• Difficult for customers to access• Lack of transparency
― Disconnect between how bing is advertised and what the site is actually like
Overcoming The Obstacles…
4 Main Tactics• Empower bing Ambassadors
– Find customers online that support bing – Bring them forward and recognize them
• Make it Transparent– Show bing for what it really is so customers know what to expect
• Make a product people can love– Create an online community where users will create content and
buzz
Simplify the Process- Give Cashback a more unified appearance - Make it easier to use and understand
How to Increase Transparency & Customer Satisfaction
• Market bing as a savings plan – Cashback savings are returned in small increments– People associate small increments with savings– Aids 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
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
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
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
Assumptions and Implementation…
bing Cashback 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
Email Loyalty
• Goal: Increase average sales/user by 20%• Users select their interests when they register
for bing Cashback• Newsletter is individually targeted based on
interest selections• Example: StumbleUpon• Impressions: 5.6 million/Users: 7 million/
Sales: 28,000/Cost per Sale: $6
• 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
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
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
Awareness
• Placement ads/banner/display• Pam: eBay, mommy blogs• Sophia: Overstock, YouTube (Beauty Bloggers
& subscriptions)• Joel: CollegeHumor.com, YouTube• Impressions: 40 million/Visitors: 20,000/Users:
400/Sales: 960/Cost per sale: $126
Offline Advertising
• Not trackable• Too expensive: for example, TV production =
$350k• Budget allocated to higher ROI media
Budget
Impressions CTR Visitors CPCConversion
Rate UsersAverage Sales/
User Sales Cost per Sale
Email Loyalty 5,600,000 $ 168,000 10% 560,000 5% N/A + .4 sales 28,000 $ 6.00
Pay per click 15,000,000 $ 324,000 1% 150,000 $1.30 2% 3,000 2.4 7,200 $ 45.00
Facebook 25,000,000 $ 360,000 1% 250,000 $ 1.44 2% 5,000 2.4 12,000 $ 30.00
Awareness/Banner 40,000,000 $ 121,000 0.05% 20,000 $ 6.05 2% 400 2.4 960 $ 126.04
Mobile 500,000 $ 27,000 4% 20,000 $ 1.35 5% 1,000 2.4 2,400 $ 11.25
TOTAL 86,100,000 $ 1,000,000 16% 1,000,000 1% 9,400 50,560 $ 19.78
Class notes/powerpoints
Google Traffic Estimator
http://www.gaebler.com/Television-Advertising-Costs.htm
Further Recommendations
• Invest in a better customer service model• 1-800 number for service or online chat
support