Marketing PAYBACK through Digital Media Marketing

1. Marketing PAYBACK throughDigital Media Marketing March 2014 Document researched and prepared by GrowFast Marketing team

2. Content • Summary • Objective • Requirements • Project Deliverables by GrowFast • Suggestions • Brief strategy for PAYBACK Document researched and prepared by GrowFast Marketing team

3. Summary : About PAYBACK • PAYBACK is India's largest loyalty program management company. • The USP of PAYBACK is that - Using one single card members can earn loyalty points while shopping using various merchants and brands. It is not restricted to one brand or company. • PAYBACK partners are mostly market leaders in consumer segments covering daily needs, ranging from food to travel and entertainment. • Rapid Accumulation of points and their easy redemption for desirable rewards makes PAYBACK attractive. • Shoppers get an additional benefit of discounts through PAYBACK portal thus giving them more value for every Rupee spent. Document researched and prepared by GrowFast Marketing team

4. Objective for Digital Marketing of PAYBACK • PAYBACK India currently has a minimalistic presence in the Digital space. • PAYBACK requires new channels which are widely accepted in the Indian Market to grow their presence in the digital space. • Encourage customers to use Mobile Interface. • Drive Traffic for the core program in the digital space. Document researched and prepared by GrowFast Marketing team

5. Project Deliverables by GrowFast • Digital Channels for PAYBACK will be • PPC- Pay per Click Advertising • Social Media Marketing • E-mail Marketing • Content Marketing • YouTube Video Marketing • * Benefits for PAYBACK by each channel will be explained in detailed Document. Document researched and prepared by GrowFast Marketing team

6. Requirements by PAYBACK • Adding new social media channels • Cross Partner Engagement • Streamline content to convey similar messages through digital channels • Encourage customers for repeated use of PAYBACK cards • Increase the use of Mobile Interface, which in turn reduces the physical use of card and encouraging them to shop online and enjoy benefits. • Retargeting through digital channels • Re-engaging the inactive customers and engaging new customers. Document researched and prepared by GrowFast Marketing team

7. Paid Google / FB Advertising • Pay Per Click Advertising would work wonders for PAYBACK . • The 5 reasons why PAYBACK should opt for PPC is :- • Speed-to-market • Reach • Highly targeted website traffic • Testing Capabilities • Maximize the return on Investment • For eg. If somebody has clicked on jabong site and logouts and visits other sites, we can track the visitor and advertise individually to them. • An advertisement that shows the benefit by shopping with PAYBACK. Document researched and prepared by GrowFast Marketing team

8. Paid Google / FB Advertising • PPC can be segmented in 3 different categories • Search Network campaign: we will be targeting brand keywords like MYntra coupon through search network campaign inorder to trigger our ad on 1st page of google to get quality clicks hence it will increase our traffic and customer base • Display network campaign : In this campaign we will filter out the sites according to the relevant categories, topics, interests, age, gender and will create a campaign to showcase our ad in those sites to get maxium output • Re-marketing : Remarketing campaign to target those customers who had visited website inorder to convert them as customers.This will include 3 kinds of visitors:People already visited any page of our website, people visited specific page of our website, and people who are card abandons Document researched and prepared by GrowFast Marketing team

9. Social Media Marketing • GrowFast will help PAYBACK to engage with customers through new social media channels like twitter, Facebook, Linkedin, Pinterest, Flickr. • Facebook : Run two different campaigns for PAYBACK i.e Like based and Click based . Promoting website/ Landing Page as well as Facebook Page by running the campaign. Run contest in Facebook which will engage the customers and attract them more towards PAYBACK. • For Eg. Write 5 lines about PAYBACK on its anniversary and get 1000 points immediately and shop in our partner brands like Flipkart, Jabong and so on. • Twitter : Give your audience the updates regarding the latest schemes and encourage the customer to use PAYBACK card. • Google+ : GrowFast will help PAYBACK to create their Business page. And also help them to add their partner brands in the circle. This will increase the visibility of PAYBACK in digital space. Document researched and prepared by GrowFast Marketing team

10. E-mail Marketing GrowFast will run an E-Mail Marketing Campaign for PAYBACK in three different phases : - • In the 1st Phase the mailer should be containing valuable content about what PAYBACK is and how it works. • In the 2nd Phase, the mail should be regarding the Partner Brands and the benefits with PAYBACK • The 3rd phase consists promotional codes that gives them additional discount for their partner brands. For e.g. Jabong WEEKEND 35 Growfast will be using various tools that will analyze the track-open, click through and conversion rates. Which will in turn make it simple to spot how the campaign can be improved and also it will help us to re-engage the customers. Document researched and prepared by GrowFast Marketing team

11. Content Marketing • 61% of the consumers say that they feel better about a company that delivers custom content. • GrowFast will help PAYBACK by delivering content to their customers . That will help them create stronger relationship and in turn increase referrals. • Interesting Content by GrowFast will help people to follow the brand in Social Media channels. • GrowFast will give PAYBACK contents which can be published in Bloggers , Tumblr site which can grab huge visibility . • We can have blogs like Trends in online shopping, New style statements and so on. • Our main motto regarding this to create a FAN Base for PAYBACK. Document researched and prepared by GrowFast Marketing team

12. YouTube Video Marketing • We will run the Video Marketing Campaign across YouTube Channel platform through Google Adwords. • YouTube marketing is the easiest way to spread the brand. For that we will run the campaign across YouTube with distinct Ad’s (In-Search, In-Display, and In-Stream). • We will target our campaign with categories, interests, Age, Gender, and topics along with the keywords. • We will target the campaign by choosing the specific geographic location in order to get more quality views for the corresponding video. • More the People view our Video AD more they will aware with our Brand, so that we will get lead with respect to our video. • We can analyze, monitor and track the behavior of the users by running the video campaign i.e. how long people saw our Video, whether people skip our Video Ad. Document researched and prepared by GrowFast Marketing team

13. Suggestions • We can have a new module in the website - That gives the customers the facility of Live Chat. Which will in turn reduce the negative comments from the social networking sites and engage the customers to interact with PAYBACK's executive regarding their grievances. • Also with GoogleAdwords we can run an ad campaign in the mobiles which will encourage customers to download "PAYBACK" App and also help them to understand the use of it and thus increase the customer base. Document researched and prepared by GrowFast Marketing team

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