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When Better Sales = Better World

David Yaskulka President Blueberry Consulting david@blueberryconsulting.com. When Better Sales = Better World. Marketing with a Cause to Create Buzz, Traffic, Conversion and Lifetime Customers June 4, 2008 Online. Jennifer Ibarra Marketing Manager eBay Giving Works jibarra@ebay.com.

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When Better Sales = Better World

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  1. David Yaskulka President Blueberry Consulting david@blueberryconsulting.com When Better Sales = Better World Marketing with a Cause to Create Buzz, Traffic, Conversion and Lifetime Customers June 4, 2008 Online Jennifer Ibarra Marketing Manager eBay Giving Works jibarra@ebay.com

  2. What Is “Cause Marketing”? “(A) strategic positioning and marketing tool that links a company or brand to a relevantsocial cause or issue, for mutual benefit.” Brand Spirit, How Cause Related Marketing Builds BrandsHamish Pringle and Marjorie Thompson

  3. Some Popular Campaigns

  4. Retailer Examples

  5. Retailer Examples

  6. Retailer Examples

  7. Retailer Examples

  8. Retailer Examples

  9. Cause Marketing Consumer Impact • Americans’ expectations of retailers are at an all time high: • 83% say companies have a responsibility to help support causes • 92% have a more positive image of a company that supports a cause they care about. • 87% are likely to switch from one brand to another (price and quality being about equal) if the other brand is associated with a good cause (in 1993, just 66% said they would be likely to switch) Source: Cone Opinion Research Poll, “Americans Scrutinize Business Practices in Deciding What to Buy” July 2007

  10. Cause Marketing SMB Challenge • Global retailers partner with global nonprofit brands • High cost ($100,000+), wide audience • Local retailers partner with local nonprofit brands • Modest cost, narrow audience • Where does that leave an e-commerce SMB? • Answer: behind! • eBay solution • Top nonprofit partners for SMBs • Brand shine and customer loyalty • Magic of auction format for charity • Secret tonic for worried suppliers

  11. eBay Giving Works www.ebaygivingworks.com “eBay Giving Works makes it seamless to incorporate cause-marketing into your business strategy.” Will Huynh Chief Operating OfficerShoe Metro, shoemetro, Titanium PowerSeller

  12. eBay Giving Works • eBay promotions • PR • Homepage • Emails • Category • What Gives • & much more • eBay search • Charity icon, filter, portal, etc. • High profile auctions • Leno, Buffet, etc. • Nonprofit promotion

  13. Participating Nonprofits Plus13,000More

  14. Fee Credit Policy • eBay credits Insertion and Final Value Fees back to you, by a percentage equal to the percentage of the final sale price that you had elected to donate • E.g., a 10% for charity item that sells, eBay will credit 10% of these fees back to you • Credits will be reflected on your invoice within approx. 6-8 weeks after your listing ends • Visit www.ebaygivingworks.com/feecredit to learn more “Baby boomers especially find it important to shop with businesses that give back… There is a … piece of jewelry… and four are listed on eBay. Which one will you pick? The one with the charity element. eBay Giving Works affords you the opportunity to support what you believe in and tell the world about it.” —Tracy Janik, Owner, AJ Raefields Jewelry Designs (multiple PowerSeller IDs on eBay, and thousands of eBay Giving Works listings)

  15. Traffic Drivers: High Profile Events Link to ALL listings benefiting this nonprofit (including yours) Highlights

  16. eBay Homepage Promotions

  17. Spotlight on a Cause Promotional opportunities

  18. eBay Cause Marketing Impact • Early tests show that eBay Giving Works cause marketing auctions have more bids and higher ASPs • Sellers are reporting: • Greater consumer satisfaction and loyalty • Greater employee satisfaction and motivation • New customers • Higher ASPs and CR. “My company is Sanderscc.com, an authorized Disney Fine Art Gallery, just started using eBay Giving Works … We have increased the awareness of our product and also assisted in giving thanks to our local community. It is great to support your favorite causes! It's as easy as creating a listing, and picking a charity to donate a percentage or the whole value to.”—KC Sanders, sandersartstudioontheweb

  19. PESA Members Shine

  20. PESA Members Shine

  21. PESA Members Shine

  22. Web 2.0: Social Media (this is where your customers refer to you) (this refers to your customers)

  23. Web 2.0: Social Media “Oooh, blahcompany.com sells stuff! Spread the word!” (this is where your customers refer to you) (this refers to your customers) (this is where your customers) refer to you (this refers to your customers)

  24. eBay Partner Network • If you have your own website, why send any customers to eBay? • To demonstrate your world-class corporate citizenship • Showcase your cause • Make affiliate money (and eBay sales) • How it works • You send people to eBay • Those people buy things (ideally from you, but you earn either way) • Earn $25 to $35 for every new active user you send to eBay • Get 50% to 75% of eBay revenue on successful transactions • Learn more at www.ebaypartnernetwork.com

  25. Blogs • How do you get bloggers to write about your business? • How do you get people to read your blog? • Answers: • Do/say something interesting • Do/say something they care about

  26. FaceBook • Use the Causes application • Post your charitable listings to the Cause page, and to your profile • Send it out to your network

  27. Best Practices • Choose the right nonprofit partner • resonate with your brand and inspire your customers • Choose the right time • follow the traffic! • eBay promotion • High profile agency promotion • Corporate promotion • Nonprofit promotion • Choose the right donation • 10% for commodities (most items) • 100% for PR items • Choose the right product ASP range • Don’t forget $5 min. donation • Choose the right channel strategy • eBay cause marketing CAN link from web site • Don’t forget the affiliate program • Tell your customers • 77% of shoppers wantcompanies to do more to tell them about the causes they are supporting • Go 2.0 !!!

  28. Summary of Benefits • Increased Visibility • Ribbon icon in search results • Spotlight on a Cause and other eBay marketing • High profile auction and nonprofit traffic • Stakeholder and Customer Loyalty • Consumers want to shop for a cause • Employees, suppliers, and owners want to be associated with a cause • Brand Shine • Differentiate from the competition in the most positive light • Demonstrate brand leadership • Improved Profitability • More bids, higher ASPs, better conversion, higher velocity • Reduced listing fees • Tax receipts for donations • Word of Mouth, Buzz Plus it’s an amazing way to make a difference! Not only do you do well by doing good; you do more and more good by doing well.

  29. Questions, Comments, Contact Thank you for attending! eBay Giving Works (www.ebaygivingworks.com) givingworks@ebay.com David Yaskulka blueberry consulting (www.blueberryconsulting.com) david@blueberryconsulting.com

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