(cir/cc) Addendum #1 to Conversation....
There were several additional items I remembered that were part of my conversation with Henry, that I also wanted to expound upon
First regarding Coca Cola's cost for the card being offset by the stores advertising on the back, Henry confirmed my supposition that this most likely was the case.
Second, when I was thinking aloud about how shareholders could be more proactive via word of mouth (ie. viral), neither Henry nor I could come up with manageable ideas on the spot.
Finally, I asked about the World Business Report show. I asked if it was a taped yet. All he said in reply was that the show was still going to happen, and tsig.com would being making an anouncement with more details at the appropriate time.
Expounding upon the first item,the "Coca Cola Card" model, generates some interesting ideas. I remember two conversations on these threads. One on Si and one on RB.
The one on SI was shortly after the PBS deal was announced. One thread participant, I believe, said he spoke with friends in public radio and that these people couldn't reasonably conceive of adding $10 onto the amount of a donorship.
The post on RB by Mellow1 dealt with using a musiccard at a minor league ball game. There was also some conversation regarding residual income from reloads. Without the residual income from reloads, and per her conversation, the card again was a tough sell partly because of the limited marketing budget of a minor league team..
The coke card model (music AND discount card) could be emulated and adapted to work in both situations above. For PBS or other membership situations, the 3 unit promo card could become a three purpose card (music AND discount AND membership card). Such multi-function promotional approaches place a musiccard in a person's wallet and build upon existing, recognized, and UTILIZED card models. Multi-function approaches offset production costs card by the promoter because retailers pay to advertise their discounted savings on the back of the card. The promo also doesn't add to the cost of membership but does direct card holders to the music card, the card partner and future product web sites of both tsig and the partner.
Once to these sites, if they like the savings, they'll reload their cards.
Expounding upon my second item above, share holders and music card holders could be given very simple incentives to be more pro-active in spreading the word about my card concepts
JWC, amongst others, has always said tsig should have an affiliate's program. JWC also participates in one of those get paid to surf the web arrangements. Both on-line and offline stores also try to build loyalty by getting the 10th one free type of promotions. By combining some of these incentive deals above, a simple on site incentive can be derived which encourages the I told two people who told two people who told four people viral model of building up a card holding membership. This simple incentive program is as follows:
Buy a music card, and for every five other people you get to buy music cards, you get a free cd .
This is a simple obtainable incentive.
Backing out the cost of the cd and cards, tsig.com gets approx. $42 from card sales, and potentially 100 more cd sales from the five new card holders.
More importantly, these five people have the same incentive; plus all participants have to register on the site to participate; plus people identify who or what referred them to the site.
The registration builds the database information, which itself becomes a commodity, when people volunteer information about themselves.(Remember "permission marketing" concepts).
This can all be done SIMPLY by adding several questions to the already existing on-line card purchase process, and aren't any different from other on line registration processes we've all done elsewhere.
Again simplicity is the key.
Simple and obtainable incentives for card holder to spread the "good news".
Simple and manageable website development and database information gathering processes.
I'm going to forward this to tsig.com.
Anyone else feel free to forward this or their own ideas as well, especially if you can do so more directly than my doing so by email.
Sincerely,
ztect |
