when better sales = better world

When Better Sales = Better WorldMarketing with a Cause to Create Buzz, Traffic, Conversion and Lifetime Customers

June 4, 2008 Online

David YaskulkaPresidentBlueberry Consulting

[email protected]

Jennifer IbarraMarketing ManagereBay Giving Works

[email protected]

Blueberry Consulting, proprietary and confidential 2

What Is “Cause Marketing”?

“(A) strategic positioning and marketing tool that links a company or

brand to a relevant social cause or issue, for mutual benefit.”

Brand Spirit, How Cause Related Marketing Builds BrandsHamish Pringle and Marjorie Thompson


Some Popular Campaigns


Retailer Examples


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


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


eBay Giving Works

www.ebaygivingworks.com

“eBay Giving Works makes it seamless to incorporate cause-marketing into your business strategy.”

Will HuynhChief Operating Officer

Shoe Metro, shoemetro, Titanium PowerSeller


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


Participating Nonprofits

Plus13,000More


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 donateE.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)


Traffic Drivers: High Profile Events

Highlights

Link to ALL listings benefiting this nonprofit (including yours)


eBay Homepage Promotions


Spotlight on a Cause

Promotional opportunities


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


PESA Members Shine


Web 2.0: Social Media

(this refers to your customers) (this is where your customers refer to you)


Web 2.0: Social Media

(this refers to your customers) (this is where your customers) refer to you

“Oooh, blahcompany.com

sells stuff! Spread the word!”

(this refers to your customers) (this is where your customers refer to you)


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


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


FaceBook

Use the Causes applicationPost your charitable listings to the Cause page, and to your profileSend it out to your network


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 want

companies to do more to tell them about the causes they are supporting

• Go 2.0 !!!


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.


Questions, Comments, Contact

Thank you for attending!

eBay Giving Works (www.ebaygivingworks.com)[email protected]

David Yaskulka

blueberry consulting (www.blueberryconsulting.com)

[email protected]

when better sales = better world

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