MARKETING PLANBY WILLIAM M. KEEVER

Product Defined• What do we offer?

• To Business (Our Customer)• Motivated Member Base – Money• Motivated Consumer Base – Savings• Best Delivery Method – Mobile Messaging, etc.

• Continual Nexus with Consumer• Focus of Consumer• Most cost effective Method

• To Consumer (Our Product): Make & Save Money

• Who do we offer it to? Advertising Businesses• Why would they buy it? Most Cost Effective Means of

Advertising• When can we offer it? When Product is Ready………

Must Market to Create Product

Market: Past, Present, and Future

• Past – Unmotivated Jaded Uneducated Consumers w/o Control (TV, Radio, Print)

• Present – More Demanding Educated Technology Savvy Consumers - Born into the Digital/Internet Age

• Future – Consumer Will Control Ad Content & Delivery• Only Ads that reach consumers will be consumer controlled & consumer

paid ads

Our Market is Our Product

Future Advertising Market• Future – Consumer Will Control Ad Content & Delivery

• Only Ads that reach consumers will be consumer controlled & consumer paid ads

• Examples of Trend • Subscription Services – Cable v. Broadcast, Fee v. Sponsor• Television – Subscription Based “On Demand” Content via DVRs, Internet• Radio – Satellite Subscription Based (Death of Airwaves)• Internet - Subscription Era is Dead

• Internet Related Services Free (All Ad Based) Google, Email, Content, Etc.

• Consumer Directed Advertising• Consumer Controlled Content (Choice of Type & Subject of Ads)• Consumer Controlled Delivery (Choice of Ad Medium/Method)• Consumer Controlled Cost (Choice of Cost of Ads)

• Consumer Compensation

Competition• The competitive landscape

• Primarily One Type of Competitor Exists - PULL• Pull marketing - promotional strategies meant to entice the prospect to

buy a product or service• E.g. Coupons, Discounts, Time sensitive sales, etc.• Pull Delivery Tools – Internet, Email, Mobile Browser, App & Text

• Strengths and Weaknesses of Competitors• Do not encourage/compel PUSH (where consumers tell others)• Requires Consumers to Initiate (Search/Browse Internet, Download/Run

App)• Do not Sufficiently Motivate Consumers to Initiate (Points, Coupons,

Discounts – Redemption Hassle)

Competition (continued)

ConsPushCons ConsPullBusX

Rewards Promoter

Rewards Consumer

Competition (continued)

ConsPushCons ConsPullBusX

Rewards Promoter

Rewards Consumer

Complete Marketing/Sales Cycle

Consumers Rewarded to

Promote

Consumers Rewarded to

Sell

Consumers Rewarded to

Buy

Consumers Rewarded to Participate

GoLoco SystemReward Consumers to be Promoters

∞Reward

Consumers

Prom Push Consumers

Convert to Promoters via Rewards

Pull/Create New Consumers

Competitor (Traditional) SystemReward Consumers to Consume

Market to Existing Consumer

Reward Consumer

Sale

Market Positioning• GOLOCO System:

• Consumer Controlled• Consumer Chooses Biz• Old & New Customers• Sell More to More• Consumers Become

Promoters (as well as Customers) - PUSH

• Multiplies Impact of Every Advertising Dollar

• Less Expensive to Biz

• Competitor System:• Advertiser Controlled• Biz Chooses Consumer• Old Customers• Sale More to Less• Consumers Become

Customers - PULL (Rarely Promoters)

• Limited Impact of Advertising Dollar

• More Expensive to Biz

Market Advantage

GOLOCO SYSTEM (Push & Pull)Combines Best of Two Strategies

• Pull Rewards - Rewarded with Saving Money

• Purchase Rewards – Rewarded for Purchases

• Promotional (Push) Rewards – Rewarded for pushing others

Sales Strategies• Better Product for Businesses

• Better Method of Communication (SMS & Desktop)• Direct to Consumer• Unfiltered• Always Delivered• 90% Read, 18% Forwarded (Viral)

• Better Group of Consumers• New & Old• Motivated by MAKING & Saving Money• Vertically Targeted Consumer Demographics

• Better Return on Advertising Dollar (Multiplier)• Best Vertical Targeting• Best Consumer - Opted In, Rewarded & Motivated• Best Delivery Channel – Mobile, LBA

Sales Strategies (Cont’d)• Advertising Plans – Extensive Choices

• New Members – Newbie Plan, Etc. (See Next Slide)• Existing Members

• Geographical – Local Driven (Fixed & Defined Location)• Demographical – Behavior Driven (Fixed & Defined People)• Promotion Specific – Time Driven (Fixed & Defined Time)

• Complete Sales Circle – Affinity Card• Increases Sales Conversion• Increases Membership Participation• Increase Reward Potential (reward purchase)• Increase Money Savings

• Comprehensive Marketing Plan• A la carte – Internet, Email & Texting• Page, Banners, Cross Promotion on TT, Etc.

New Member Program• Presold to Thirty (30) Advertisers• Messages go to New Members – Newbie Plan• Plan

• Expect 1,000 New Members a Day Beginning March 1st• Presale Each Day of Month to Separate Advertisers• Message Begins on That Day, Runs for 30 days (or more)• Messages Go Out Every Day to that Days New Members

• Complete Sales Circle – Affinity Card• Increases Sales Conversion• Increases Membership Participation• Increase Reward Potential (reward purchase)• Increase Money Savings

• Comprehensive Marketing Plan• A la carte – Internet, Email & Texting• Page, Banners, Cross Promotion on TT, Etc.

Marketing Strategies• To Consumers

• Reward Membership with Money• Reward Membership with Control• Reward Membership with Savings• Reward Membership with Choices

• Methodology• Fun, New, Fresh, Cool, Social, Exciting &…VIRAL

• Target = Everyone, begin with Younger Crowd (18-35)• Motivate by being social & trendy (while MAKING & Saving Money)• Affiliate Program – Significant Upside• Technology – Real Time Money & Tracking• Vertically Targeted Consumer Demographics• New member ad campaign – focused on younger oriented stores

Packaging and Fulfillment• Product Packaging

• To Business (Mobile Reach to Motivated/Rewarded Consumer Base) • Mobile Delivery (to Consumers) • Enhanced Control - Advertiser Portal• Motivated Membership (Q – To Buy or To View)• Targeted Ads to Targeted Membership

• To Consumer • Mobile Delivery (of Ads)• Enhanced Control – Consumer Choices (Membership, Businesses, Viewing)• Monetary Rewards (for viewing ad, buying product, & growing membership)• Leveraged Reward Network (Multilevel)

• Product Fulfillment– Digitally Delivered – Automated (Portal)– Low to No COGS– Market & Product Multiplier – Every Member Markets & Sales

Launch Strategies• Launch Plan

• Geographical Phased-In Launch• Nashville• Atlanta• Orlando

• Dual Plans • January 1, 2011 – Implement Phase I - Incremental Marketing Plan for

Nashville• March 1, 2011 – Implement Phase II – Nashville, Other - Blitz

• Marketing/Promotion Budget• Jan – March – 20k• March forward - $ 600,000

Launch Strategies (Cont’d)• Marketing Channels

• Free• Partnerships & Trades – Ad or Ad, etc.• Free Press – N.B.J., Tennessean, City Scene, Etc.• Events – Third Party v. Corp Presentations• Websites – Social & other (Meetup, etc.)• Other

• Other• Horizontal

• Print – Newspapers, City Wide Periodicals, Brochures• Web – City Oriented, banners, etc.• Outdoor – Billboards, Buses, Benches, Sponsorships (Pro & Semi-pro, etc.)• Cable – 15 & 30 second – produced in-house• Seminars – Corporate Sponsored• Sales Force - Commission

• Vertical• MLM Periodicals & Web Sites• Franchise & Distributor Periodicals & Websites• Mobile Advertising Periodicals

Public Relations - Advertisers• Strategy and Execution

• PR strategies - Advertisers• Ad Firms• Brokers• National• Local (BNA, etc)

• PR plan highlights• Business Periodicals• Marketing & Ad Journals• Direct Mail (Brochure)• Sales Calls – Comm Staff

• PR plan including editorial calendars, speaking engagements, conference schedules, etc.

Advertising• Strategy and Execution

• Overview of strategy• Execute, execute, execute• Who, What, When & Where

• Who – New Marketing Director plus commissioned staff• What – Test Market

• January - $10,000 total• February - $10,000 total

• When - ASAP• January 1, 2011• Goal Launch - March 1, 2011

• Where – • Local Strategy – Nashville• National Strategy – MLM, etc.

Other Promotion• Television Spot(s) – See Below• Direct marketing

• Overview• Overview of response targets, goals, and budget

• Third-party marketing– Co-marketing arrangements with other companies

• Marketing programs– Other promotional programs

Television• 3 or more Spot(s)• Theme

• Overview – Younger male filming encounters with people on his quest to find out what is a Tycooner• Each spot has 2-3 scenarios or encounters

• Possible Scenarios

• SCENARIO #1: • Guy on Laptop with headset. Friend walks in and opens up laptop beside him.• Dude #1: “So what’s on your agenda today?”• Dude #2: “I’m hoping I’ll get enough experience to level up after I raid this castle! How about you?”• Dude #1: “I’m making more money on TurboTycoon so me and my girl can go visit a real castle.”

• SCENARIO #2:• Man and woman walk up to the bouncer in line to the club.• Man: “Alright! 2 hours of waiting is about to pay off!”• Shawn walks up with women on each arm. Bouncer smiles and lets him in. Closes rope on the other too.• Bouncer: “Sorry, folks. He’s a Tycooner.”

• SCENARIO #3:• Teenager knocks on front door of house (house where his date lives)• Father opens the door with a very critical look, and says “What do you want.”• Teenager – Is Sandra Here?• Father – Not for you she isn’t…• Teenager holds cell phone up to dad, saying “but I’m a Tycooner”• Father – “Why didn’t you say so, come right in” (then hear father saying faintly, so have yall talked marriage yet…

• SCENARIO #4• Line in a bookstore. Man walks up to another in line.• Man #1: “Excuse me…can you tell me who the line’s for?”• Man #2: “Yeah! It’s that housewife who wrote a book about all the money she made being a Tycooner!”

• SCENARIO #5:• Man on knee proposing to girlfriend in soap opera scenario.• Woman: “I’m sorry….I still have feelings for Rick.”• Man: “It’s because he’s a Tycooner, isn’t it? WELL, ISN’T IT???”• Woman: *swoons and sighs*

Television (Contd)• SCENARIO #6:• Man in line at airport talking to ticket lady.• Lady: “I’m sorry sir…our flight is all booked up.”• Man: (whispers)…but…I’m a tycooner…”• Lady: (winks)…ME TOO…let me recheck the flight…well, well, well…looks like we’ve got a seat available!”• Man turns and gives thumbs up.

• SCENARIO #7:• Tattoo Parlor. Biker guy is getting a Turbo Tycoon logo tattooed to his arm.• Artist: “What do you think?”• Biker: “I think we should go bigger.”

• SCENARIO #8:• Dinner with friends. Middle-age couple cleans up the dinner table while another couple goes in the other room laughing, smiling, and flirting.• Clark: “Wow, I’ve never seen Jon and Martha so happy. Jon must have called that 1-800 number and got that package delivered…if you know what I mean! *laughs*• Lois: (agitated)” No. He’s a Tycooner.”

• SCENARIO #9:• Guy walks up to a friend in a Raccoon costume.• Guy: “Dude. I said, “I think you should be a TYCOONer.”

• SCENARIO #10:• Father and Mother talking.• Mother: “I have to tell you. I was shocked. I caught the two of them…tycooning.”• Father: (sighs relief and smiles) “Well, it’s about time!”

• SCENARIO #11:• Weatherman.• Gale Force: “Looks like we’ve got some treacherous weather conditions ahead for the foreseeable future, but all you TYCOONERS out there should expect sunny skies and beautiful weather.

• SCENARIO #12:• Shawn tied up in a chair, bleeding a little from his face, obviously been beat up. 3 men are around him in suits, glasses and gloves.• THUG #1: “Now are you gonna tell us where all the money came from?”• THUG #2: “ALRIGHT! ALRIGHT! I’m a TYCOONER, alright???”• (THUGS LOOK AT EACH OTHER)• THUG #1: “Hit him again.”

• SCENARIO #13:• Mother reading a bedtime story to a child.• Mom: “…and the Tycooners lived happily ever after.”• Child: “..mommy, can you read it again?”

• SCENARIO #14:• Anonymous man with face darked out talks to interviewer in masked voice.• Man- “no one is going to know my identity are they?”• Interviewer – “Absolutely not”• Man- “OK, in that case – I’ll admit it, I’ve been a closet tycooner for as long as I can remember.”

Costs• Marketing Costs – Estimated (not confirmed)

• Newspapers – Classifieds v. News Page – From $250 to $1,000 (full page – one run)

• Brochures - $250 to $500 plus postage• Direct Marketing – Variable, above• Outdoor - $700 to $2,000 per month, depending on contract and

location• Cable – $10 to $100 per day, or $1000 per month• Seminars - $250• Websites – Variable

Costs (Cont’d)• Marketing Costs Drill Down – Jan & Feb

• Newspapers – Classifieds v. News Page – $2500 per month• Brochures - $500 • Direct Marketing – $500• Outdoor or Radio - $2,000 per month, depending on contract and location• Cable – $2,500 per month• Seminars - $500 per month• Websites – $1000 per month

• Possible Total Two Month Budget• Print (Newspaper, etc.) - $5,000• Brochures $1000• Direct - $1000• Outdoor or Radio - $4000 • Cable - $5000• Seminars - $1000 • Web - $2000 • Other - $1,000 • Total - $20,000

Avails Distribution• Distribution strategy

• LBA – Local Based Advertising - Target target target• Comprehensive• Portal

• Channels of distribution• Ad agencies• Brokers• Cooperatives• Company

• Distribution by channel• Ad agencies – 25%• Brokers – 50%• Other – 25%

Vertical Markets/Segments• Vertical market opportunities

• Advantageous market segment opportunities• MLM• Mobile apps, etc.

• [Additional Research]

Success Metrics• First year goals – See Projections• Additional year goals – See Projections• Measures of success/failure –

• Members – 10,000 in each city launched.• Advertisers – 100 in each city launched.

• Requirements for success• Marketing to Consumers• Sales to Advertisers

Schedule• 9-month schedule highlights

• Phase I = Jan – March – Test Campaign• Nashville• National Media (TV)• MLM

• Phase II = March – Sept.• Launch Full National Campaign• Nashville• Atlanta• Orlando• MLM

• Timing• Timing dependencies critical to success

• Advertiser Portal• Membership Volume• Text Ads