SMARTPAY MARKETING PI EXECUTION PLAN 2018 & DIRECTION FOR 2019 20TH, JULY 2018
Table of Contents. PI Insight Marketing Roadmap 2018 Campaign Focused 2018 Activity Focused 2019 Direction Action Steps
PI Insight.
BLUE COLLAR
VY 27, Single, worker at a textile factory
What makes me happy • •
Tech Affinity
Low
• • •
Affluence
Bonding family time Stable finance for family Hangout: cinema, flea market Read online news Privacy
Low
• •
Financial Acumen
Low
•
Barely making ends meet
•
Bargain hunter
•
Open to new tech but just interested in game and reading news
Use Case
Low
What makes me sad Risk Appetite
Behaviors
Risk Not enough time to finish works
•
Eat street food
•
When running out of cash
•
Shopping for clothes at small retail shop
•
Save money on daily basis
MILLENIAL
THI
21, Sophomore student, Online handmade shop
What makes me happy • •
Tech Affinity
Savvy
• • •
Affluence
Low
• •
Chatting & hang out with my trusted friends Connected with the world via mobile phone Cool things which my friends follow / empower me Financial independence Kpop / Korea pop culture Maintain / Sustain customers Discounts
Behaviors •
Daily check on Facebook to receive orders and consult styles for customers
•
Deliver stuffs by her motorbike
•
Watch handmade tutorial clips on social networks Facebook & Youtube
•
Create new keychain designs / styles
Use Case Risk Appetite
Medium
What makes me sad • •
Financial Acumen
Adoptability
• Low
Skeptic
Run out of money on daily basis Small changes from customers Parent strict control
•
Post images of keychains
•
Collect good comments into an album
•
Communicate with customers
•
Consolidate feedback to improve her handmade keychains
•
Calculate her profits & expenses
Marketing RoadMap.
CRITERIA FOR MARKETING ACTIVITIES IN 2018 • Utilize Salesforce • No giveaway cash • Aim to build ecosystem
SUMMARY OF MARKETING ACTIVITIES HIGH PRIORITY SEGMENT
FEC NTB
ACTIVITY
FEC ACTIVE CUSTOMER
SN NTB
SN LEADS
- Direct Point Of Sales - Pre-registration
- Direct Point Of Sales - Pre-registration
- Direct Point Of Sales - Pre-registration
- Direct Point Of Sales - Pre-registration
(lucky draw) - Repayment with cash back - KYC bonus - Referral program - Sign-up offer ( vouchers)
(lucky draw) - Repayment with cash back - KYC bonus - Sign-up offer (vouchers) - Mini activation
(lucky draw) - Instant Loan 2 millions - Repayment with cash back - Sign-up offer (vouchers) - KYC bonus - Referral program
(lucky draw) - Instant Loan 2 millions - Repayment with cash back - Sign-up offer (vouchers) - KYC bonus - Referral program
FEC DECLINED CUSTOMER
NATURAL MARKET
- Direct Point Of Sales - Telesale Agents - Pre-registration
- Pre-registration
(lucky draw) - Instant Loan 2 millions - Repayment with cash back - Sign-up offer (vouchers) - KYC bonus
(lucky draw) - Instant Loan 2 millions - Repayment with cash back - Sign-up offer (vouchers) - KYC bonus - Mini activation
2018 CAMPAIGN ROADMAP CAMPAIGN #1.1 - LEAD GENERATION CAMPAIGN #1.2 - KYC BONUS GAIN VOUCHERS CAMPAIGN #1.3 - PROMOTE INSTANT LOAN & REPAYMENT CAMPAIGN #1.4 - PROMOTE SIGN UP OFFER CREATED BY ALEPH LABS /
AUGUST
SEPTEMBER
OCTOBER
NOVEMBER
DECEMBER
2019 MARKETING ACTIVITY DIRECTION
USER ACQUISITION FROM NATURAL MARKET CONTINUE UTILIZING FEC DATABASE MORE EFFECTIVELY BY SHARPER RE-TARGETING & CROSS-SELL WITH NEW APP FEATURES CREATED BY ALEPH LABS / BRAND AWARENESS/ ENGAGEMENT & LOYALTY
Q1
Q2
Q3
Q4
Sales Scheme.
SALES SCHEME Sales scheme for SmartNet & FEC • Based on referral system • Commission fee 20k/ PI • Monthly best sales (SN 4mil FEC 3.5mil) • Campaign Champion Grand Prize (40mil) FEC Collector • Commission fee 15k/ PI FEC Direct Marketing • Special offer for active + 1 time bucket declined customer through email/ SMS/ Direct Mail Sign up offer 40K *Actual incentives to be discussed
The Way To Right Target at Right Time.
DELIVER PERSONALIZED CONTENT BASED ON USER’S BEHAVIORS SPENDING MOMENT
Lunch Time
TIMING
11:30AM - 12:30AM
THE WAY TO OPTIMISE CONTENT HOOK
*Marriage status - Single - Married
Grocery & Food Shopping 4:00 - 5:30PM
*Marriage status - Single - Married
Weekday Night
6:00PM - 9:00PM
*Gender - Male - Female
Weekend 10:30AM - 12:30AM 5:00PM - 9:00PM
*Marriage status - Single - Married
Public Holidays 10:30AM - 12:30AM 5:00PM - 9:00PM *Marriage status - Single - Married
GOLDEN TIME TO CATCH FEC DECLINED CUSTOMERS USER STAGE
GOLDEN MOMENT OBJECTIVE
TIMING
URGE
CELEBRATION
EXCITEMENT My repayment is in time and I even can save more money
After being disappointed, I feel more relieved
I receive 2 millions so I can buy my favorite item
Complete KYC Smartest
Make another transaction
Pay in time
Filtered FEC declined database 11:30AM & 7:00PM weekdays
2 days next 7:00PM weekends
7 days - 3 days before & on due date 11AM & 7:00PM weekends
*Maximum time to apply for a new loan after being rejected by FEC is 4 months (TBC after checking with FEC team) TARGET CUSTOMER DATABASE
- CD: 4 months after being rejected - PL & TW: 3 months after being rejected A/B testing to optimize message for single & married customers in efficient way
2018 Campaign Focused.
Campaign #1.1 Lead Generation
Phone number pre-registration + Install APP Lucky draw for iPhone X
1. OVERVIEW DURATION
20/08 – 03/09/2018 (2 weeks for registration) | 03.09 – 15.09/2018 ( 2 weeks for Download & Install)
TARGET AUDIENCE
Both for PI & merchants
LOCATION
Nationwide
OBJECTIVE
Gain 999 phone number registration
PROMOTION SCHEME
Count down for the app launch and get opportunity to win lucky draw as new iPhone X
- Users to register their phone number – Each phone number registered 1 time only - To get the opportunity, users have to download app and register their personal information with KYC (ID & selfie) Notice: - Each Smart-pay account just receives lucky draw prize iPhone X 1 time only
REWARD
New iPhone X
2. FLOW
ACCESS WEBSITE
PHONE NUMBER REGISTRATION
DOWNLOAD & INSTALL APP
PERSONAL INFORMATION VERIFICATION (ID & SELFIE)
WIN LUCKY DRAW FOR A NEW IPHONE X
5. COMMUNICATION DURATION
-8/08 – 03/09/2018 (2 weeks for registration) | 03/09 – 15/09/2018 ( 2 weeks for Download & Install)
OBJECTIVE
- Gain 999 phone number registration
PROMOTION THEME
Count down for the app launch and get opportunity to win lucky draw as new iPhone X
SEGMENT
FEC NTB
- Direct Point of Sale CHANNEL, TACTICS & CHANNELS
(POS CC) - DSA: Repayment focus
FEC ACTIVE CUSTOMER
SN NTB
SN LEADS
FEC DECLINED CUSTOMER
- Direct Point of Sale
- Direct Point of Sale
- Direct Point of Sale
(POS CC) - Collector - Call center /TSA
(POS CC & SN Kiosk) - DSA
(POS CC) - Call center/TSA
NATURAL MARKET
- Direct Point of Sale (POS CC) - DSA - Mini-activation
Campaign #1.2 KYC Bonus
KYC BONUS SHOPPING VOUCHERS
1. OVERVIEW DURATION
03 Sep – 03 Nov (2 months)
TARGET AUDIENCE
All users
LOCATION
Nationwide
OBJECTIVE
To encourage users (40.000) to register and KYC 1.Verify their personal information (ID & Selfie) 2.Link to their bank account/card & wallet top up
PROMOTION SCHEME
Users who complete KYC process will receive the prizes - 2 vouchers for shopping within SmartPay community (ecosystem)
TERM & CONDITION -
To gain the first voucher, users have to finish the step of personal information verification (ID & Selfie) To gain the last voucher, users have to link their bank account and wallet top up 100k
Notice: - 1 SmartPay Account receive 2 vouchers (one time only) - 2 vouchers used one time only - The voucher will be expired on 31 Dec 2018 REWARD
2 vouchers for shopping within SmartPay community (ecosystem)
CHANNELS
-
Direct Sales Agent
*Value of vouchers: To Be Discussed
2. FLOW 1st voucher
SCENARIO 1
Download App
Personal Information Verification (ID & SELFIE)
2nd voucher
Link to bank account/ card
Wallet Top-up (100K)
Wallet Top-up (100K)
Personal Information Verification (ID & SELFIE)
Phone number registration + OTP
Link to bank account/ card
SCENARIO 2
Gain 2 vouchers simultaneously
5. COMMUNICATION DURATION
03 Sep – 03 Nov (2 months)
OBJECTIVE
To encourage users (40.000) to register and KYC 1.Verify their personal information (ID & Selfie) 2.Link to their bank account/card & wallet top up
PROMOTION THEME
Users who complete KYC process will receive the prizes - 2 vouchers for shopping within SmartPay community (ecosystem)
SEGMENT
FEC NTB
- Direct Point of Sale CHANNEL, TACTICS & CHANNELS
(POS CC) - DSA: Repayment focus
FEC ACTIVE CUSTOMER
SN NTB
SN LEADS
FEC DECLINED CUSTOMER
- Direct Point of Sale
- Direct Point of Sale
- Direct Point of Sale
(POS CC) - Collector - Call center /TSA
(POS CC & SN Kiosk) - DSA
(POS CC) - Call center/TSA
NATURAL MARKET
- Direct Point of Sale (POS CC & SN Kiosk) - DSA - Mini-activation
Campaign #1.3 Promote Instant Loan & Repayment
INSTANT LOAN & REPAYMENT PROMOTE GAIN 2MIL INSTANT LOAN REPAYMENT WITH CASH BACK
1. OVERVIEW DURATION FOCUSED TARGET LOCATION OBJECTIVE PROMOTION SCHEME
ACTIONS FOR DSA POS CC COLLECTOR CALL CENTER / TSA
1/10 - 31/12 (3 months) FEC NTB - SN NTB - SN Leads FEC active customers FEC declined customers Natural market (20%) Nationwide Boost applying for instant loans & repayment with cash back Get your instant loan in 48 hours just with ID card and Facebook account Save 10,000vnd every month when making repayment in time Gain 30k voucher when finishing registration Gain shopping voucher when finishing KYC Smart (ID & selfie)
- They are informed about the commission fee, monthly best seller prize, campaign grand prize following the sale scheme - Download directly a sale-kit including light photos and short clips which can be easily saved on their phones - Read new posts in their exclusive Facebook group update new user database, tips, advices - Create events or livestream within their group to discuss with each other about real cases and key learning points - They can easily create and follow specific topics using hashtags - Group Admins can read insight report and contact any group member timely in case of problems
*Value of vouchers: To Be Discussed
1. OVERVIEW
ACTIONS FOR FEC NTB + SN NTB + SN LEADS
ACTIONS FOR FEC DECLINED CUSTOMERS
ACTIONS FOR FEC ACTIVE CUSTOMERS ACTIONS FOR NATURAL MARKET (20%)
- Unregistered Users +At direct point of sales, DSA / POS CC introduce about SP while user fill in loan application form +Register an account with mobile numbers +Receive a push rich notification with voucher code to welcome them on board (sign up offer) - Registered Users +Receive push rich notification on weekdays lunch time and grocery food shopping time (4 - 5pm) on weekdays lunch time, night (6 - 9pm) and weekends - Newly declined customer database: best to catch within 72 hours after being rejected by FEC, users receive phone calls from Call Center / TSA on weekdays at lunch time (11:30 - 12:30); or invitation at Direct Point Of Sales - One time bucket declined users: Filter the customer database before approaching +CD: 4 months after being rejected - PL & TW: 3 months after being rejected +Receive a push rich notification including voucher code to welcome them on board (sign up offer) +Receive push rich notification which reminds and give instruction to complete KYC Smartest on weekdays nights 7PM - Users receive invitation from Direct Point Of Sales or Collector on weekdays at lunch time (11:30 - 12:30) - Receive a push notification with voucher code to welcome them on board (sign up offer) - Get to know about SmartPay e-wallet at activation at their manufacturer or campus doors - Receive a push rich notification with voucher code to welcome them on board (sign up offer) - Receive push rich notification which reminds and give instruction to complete KYC Smartest on weekdays nights 7PM
2. FLOW
GAIN VOUCHER 30K
DISCOVER SMARTPAY TROUGH ADS + Sales Agent (DSA, POS CC, Collector, TSA)
VISIT APP STORE LANDING PAGE
DOWNLOAD & INSTALL APP
PHONE NUMBER REGISTRATION
RECEIVE NOTIFICATION WITH VOUCHER CODE TO WELCOME ON-BOARD
SUCCESSFULLY RECEIVE LOAN
RECEIVE PUSH RICH NOTIFICATION TO COMPLETE KYC SMARTEST
PERSONAL INFORMATION VERIFICATION (ID & SELFIE) GAIN SHOPPING VOUCHER
3. COMMUNICATION DURATION
1/10 - 31/12 (3 months)
OBJECTIVE
- Boost applying for loans
PROMOTION THEME
SEGMENT
CHANNEL, TACTICS & CHANNELS
& repayment with cash back
Get your instant loan in 48 hours just with ID card and Facebook account Save 10,000vnd every month when making repayment in time
Gain 30k voucher when finishing registration Gain shopping voucher when finishing KYC Smart (ID & selfie) FEC NTB
FEC ACTIVE CUSTOMER
SN NTB
SN LEADS
FEC DECLINED CUSTOMER
NATURAL MARKET
- Direct Point of Sale
- Direct Point of Sale
- Direct Point of Sale
- Direct Point of Sale
- Direct Point of Sale
(POS CC) - DSA: Repayment focus
(POS CC) - Collector - Call center /TSA
(POS CC & SN Kiosk) - DSA
(POS CC) - Call center/TSA
(POS CC & SN Kiosk) - DSA - Mini-activation
Campaign #1.4 Promote Sign up Offer
SIGN UP OFFER PROMOTE GAIN 30K
1. OVERVIEW DURATION FOCUSED TARGET LOCATION OBJECTIVE PROMOTION SCHEME
ACTIONS FOR FEC NTB + SN NTB + SN LEADS
ACTIONS FOR FEC DECLINED CUSTOMERS
15/9 - 31/10 (6 weeks) + 15/11 - 31/12 (6 weeks) All Nationwide Boost numbers of registration Grab 30k in less than 30s Win-win as you can support your local merchants: —> Power group of 4: You introduce 3 favourite shop owners in your local areas —> Enjoy vouchers together and new opportunities for business growth
- Unregistered Users +DSA / POS CC at Direct Point Of Sales introduce about SP +Register an account with mobile numbers +Receive a push notification with voucher (sign up offer) weekdays lunch time, night (6 - 9pm) and weekends - Registered Users +Receive push rich notification on weekdays lunch time, grocery food shopping time (4 - 5pm), night (6 - 9pm) and weekends - New declined customer: best to catch within 72 hours after being rejected by FEC, Call Center / TSA approach users on weekdays at lunch time (11:30 - 12:30) to know about SP + how to register an account & KYC Smartest process - One time bucket declined users: Filter the customer database +CD: 4 months after being rejected - PL & TW: 3 months after being rejected +Receive phone call from DSA / TSA at 4-5:00PM +Receive push rich notification as reminder + instruction to complete KYC Smartest process on weekdays nights 7PM
1. OVERVIEW ACTIONS FOR FEC ACTIVE CUSTOMERS ACTIONS FOR Natural market (20%)
ACTIONS FOR DSA POS CC Collector Call Center / TSA
- Collector / Call Center / TSA make phone calls on weekdays at lunch time (11:30 - 12:30) to introduce & guide - Receive a push notification with shopping voucher (sign up offer) - At mini-activation, users get to know about SmartPay (manufacturer or campus) - Receive a push rich notification with voucher code to welcome them on board (sign up offer) - Receive push rich notification to complete KYC Smartest on weekdays nights 7PM - Receive invitation to join an exclusive Facebook group - Receive a link to download directly a sale-kit including light photos and short clips which can be easily saved on their phones - At the beginning of everyday, they can read new posts in their exclusive Facebook group from their supervisors which helps to update new user database, tips, advices - They can also create events or livestream within their group to discuss with each other about real cases and key learning points - They can easily create and follow specific topics using hashtags - Grou Admins can read insight report and contact any group member timely in case of problems
2. FLOW
GAIN VOUCHER 30K
DISCOVER SMARTPAY TROUGH Direct Point Of Sale
VISIT APP STORE LANDING PAGE
DOWNLOAD & INSTALL APP
PHONE NUMBER REGISTRATION
RECEIVE NOTIFICATION WITH VOUCHER CODE TO WELCOME ON-BOARD
3. COMMUNICATION DURATION
15/9 - 31/10 (6 weeks) + 15/11 - 31/12 (6 weeks)
OBJECTIVE
- Boost numbers of registration
PROMOTION THEME
Grab 30k in less than 30s Win-win as you can support your local merchants: introduce 3 favourite shop owners in your local areas
SEGMENT
CHANNELS
FEC NTB
FEC ACTIVE CUSTOMER
SN NTB
SN LEADS
FEC DECLINED CUSTOMER
NATURAL MARKET
- Direct Point of Sale
- Direct Point of Sale
- Direct Point of Sale
- Direct Point of Sale
- Direct Point of Sale
(POS CC) - DSA: Repayment focus
(POS CC) - Collector - Call center /TSA
(POS CC & SN Kiosk) - DSA
(POS CC) - Call center/TSA
(POS CC) - DSA - Mini-activation
2018 Activity Focused.
Direct Point Of Sales
1. OVERVIEW DURATION
TARGET AUDIENCE
LOCATION OBJECTIVE SALE SCHEME
PROGRAM & TIMING
Oct 2018 to Dec 2018 - Pre-registration lucky draw (20/08 – 03/09/2018) - KYC Bonus 03 Sep – 03 Nov (2 months) - Instant Loan & Repayment (1/10 - 31/12) - Sign up Offer 15/9 - 31/10 (6 weeks) + 15/11 - 31/12 (6 weeks) - POS CC - DSA - SN Kiosk FEC/ SN sale teams nation wide - Empower & motivate our sale force to approach potential users more effectively with referral program
-
Based on referral system Commission fee 20k/ PI Monthly best sales (SN 4mil FEC 3.5mil) Campaign Champion Grand Prize (40mil) Program: - FEC sale team: cross- sale about SP when users apply for loans with 10K commission - SN sale team: directly sale about SP
Website
1. OVERVIEW DURATION
TARGET AUDIENCE
From: 1 Sep 2018 - Landing page: (2 weeks before launch) - Full website: from Sep 18 All users
LOCATION
Nationwide
OBJECTIVE
-
PROMOTION SCHEME
PROGRAM & TIMING
-
Landing page: Teasing & introducing about SmartPay, collecting database by getting potential users to register their mobile number for app download reservation with promotion Website: Fully introducing SmartPay and its services + promoting all on going promotion
-
KYC: Shopping vouchers (2 vouchers to be given in different stage) for KYC completion Instant Loan & Repayment: Cash back for repayment + Get loan instantly (48 hours after ID & Facebook account provision) Sign up offer: Promotion deal (VND 30k/ successful sign up) Starting 2 weeks before launch and on going Content to be updated to align with products/ services and on going campaigns
2. FLOW (KYC) Gain the first voucher Bluetooth Speaker
SCENARIO 1
Download App
Personal Information Verification (ID & SELFIE)
Gain 1 more voucher for TV
Link to bank account/ card
Wallet Top-up (100K)
Wallet Top-up (100K)
Personal Information Verification (ID & SELFIE)
Phone number registration + OTP
Link to bank account/ card
SCENARIO 2
Gain 2 voucher simultaneously
2. FLOW (INSTANT LOAN & REPAYMENT) GAIN VOUCHER 30K
DISCOVER SMARTPAY TROUGH ADS + Sales Agent (DSA, POS CC, Collector, TSA)
VISIT APP STORE LANDING PAGE
DOWNLOAD & INSTALL APP
PHONE NUMBER REGISTRATION
RECEIVE NOTIFICATION WELCOME ON-BOARD
SUCCESSFULLY RECEIVE LOAN
RECEIVE PUSH RICH NOTIFICATION TO COMPLETE KYC SMARTEST
PERSONAL INFORMATION VERIFICATION (ID & SELFIE) GAIN VOUCHER OF BLUETOOTH SPEAKER
2. FLOW (PROMOTE SIGN-UP OFFER)
GAIN VOUCHER 30K
DISCOVER SMARTPAY TROUGH ADS + Sales Agent (DSA, POS CC, Collector, TSA)
VISIT APP STORE LANDING PAGE
DOWNLOAD & INSTALL APP
PHONE NUMBER REGISTRATION
RECEIVE NOTIFICATION WELCOME ON-BOARD
Exclusive Facebook Group
1. OVERVIEW Duration
Location
Oct 2018 to Dec 2018 - Instant Loan & Repayment (1/10 - 31/12) - POS CC - Call Center/ TSA - SN Kiosk FEC/ SN internal network and eco-system
Objective
-
Empower & motivate our sale force to approach potential users more effectively with referral program
Promotion Scheme
-
Commission fee per PI & Reward for the winner at the end of campaign (amount to be discussed)
Program & Timing
1/ Program: - Different FB group for different users (POS CC/ Call Center TSA/ SN Kiosk). 3 FB groups in total - Usages: Provide new sales materials, tips & updated incentive of referral programs, sale up to date result to push up sales performance & competitive atmosphere
Target Audience
2/ Timing - Will be created & maintained as open forum during campaign period. - Active aggressively at key moments ( beginning & end of week/ campaign)
2. FLOW Get new sales materials
Get tips Join Exclusive Facebook Group
Compete with each other -> sales harder Get Updated incentive
Get up to date sales report & ranking
Gain incentive/PI Gain final reward Feel proud to be the winner
Mini-activation
1. OVERVIEW DURATION TARGET AUDIENCE LOCATION OBJECTIVE
PROMOTION SCHEME
PROGRAM & TIMING
Oct 2018 to Dec 2018 - Instant Loan & Repayment (1/10 - 31/12) All users To Industrial zone: Thu Duc, Binh Duong, Dong Nai. To University: Van Hien - Build Brand Awareness about SmartPay - Promote Instant Loan & Repayment and encourage user to register and do KYC (Smartest level) Give away merchandise Introduce to user about Instant Loan & Repayment: Cash back for repayment + Get loan instantly (48 hours after ID & Facebook account provision) 1/ Program: - Have mini-activation to introduce and promote to user about Instant Loan + Repayment program along with give away merchandise after that - Have series of video to guide user to register SmartPay and do KYC (From Smart to Smartest level) - List of POSM: T-shirt, cap, helmet, standee, brochure, leaflet, stationaries 2/ Timing - 1/10 - 31/12
2. FLOW (INSTANT LOAN & REPAYMENT)
Mini-activation
Download App
Phone number registration + OTP
Personal Information Verification (ID & SELFIE)
Link to bank account/ card
Receive Brochure/ Leaflet Receive 2M Instant Loan offer with Cash Back Promotion gift
Link to Social Network
UYEN NGUYEN
AN NGUYEN
ERIK POSTHUMA
MANAGING DIRECTOR
STRATEGY CONTENT MANAGER
CGO
e: uyen.nguyen@aleph-labs.com
e: an.nguyen@aleph-labs.com
e: erik@aleph-labs.com
www.aleph-labs.com