american bankers-association-larry-chiang-march-01-2011

Larry Chiang, CEO

What a Super Model Can Teach A Bank President

About Credit

Larry Chiang, CEO

Problem: CARD Act

made selling a college student

a credit card difficult

Larry Chiang, CEO

I want this presentation

to be a recipe for

“How to Create Your Own Duck9”

without having to hire UCMS or Duck9

Larry Chiang, CEOEnd Result

You should have tactics that you can

copy-paste

Larry Chiang, CEO

CARD Act Curtails Credit Card Marketing

CARD Act Cripples Youth-at-Risk’s FICO score

CARD Act Compliant Marketing Is Possible

State of the Industry

Larry Chiang, CEO

Catch 22 of young adult marketing. . .

What comes first: the FICO score or the

credit line?

State of the Industry(cont.)

Larry Chiang, CEO

1. Read the 1.5 page CARD Act when it specifically addresses college

2. Engineer a catch-22 solution

3. Engineer a system where you migrate the account from a $100 credit line (securitized by quasi-assets) to a $2000 line of credit when they graduate

22 Years Boiled Downinto 3 Tips & 1 Chart

Larry Chiang, CEO

FICO Score Preparation * SSGFICO Contests * BLOG * Tabling *

UGC Wiki * Text Message Mentoring *Direct Mail * email mentorship * CSS

A

Apps, Lead Gen, Loans, Goodwill

3. Activation 4. Retention1. Pre-Lead

2. Application

$ 5. Revenue $

2nd stage premiums24 mos to

FICO over 700SMS &

eMail alerts

Bite sizethe C.A.T.message

Coupon tocut waitlist

Larry Chiang, CEO

Deep Underground Credit Knowledge 9 is not a patented program. Copy it.

Duck9 sends SMS reminders to college students to hack credit score - copy it & use a 5-digit short code service

Reminders to manipulate your FICO score to 750 - copy it

Duck 9 in a Nutshell

Larry Chiang, CEO

Copy-Paste a Consumer Advocacy Truth (CAT)

Get Emotional Copy-Paste our Educational

Angle to Promote Your CAT Cut It into Bite-Sized Pieces

(Cut & Paste) Make It Temp–Come Grow Go Become Their #2

(Second-Supplier Gambit)

Mentor MarketingDuring the “Pre-Lead” Phase

Larry Chiang, CEO

Levels P1 to P10

Level P7 = application!

Prospect Heat Maps

Migrate by Mentoring

Prospect level vs. cost per lead Prospect level vs. revenue per lead

Ranks & MigratesP R O S P E C T S

Larry Chiang, CEO

CAT helps you with your SMS marketing

Never pay more than $8 per cell phone number

Mentor as if you don’t have a monopoly

Leveraging CATin Mentorship

Larry Chiang, CEO “Well, . . . you smell honest.”

Larry Chiang, CEO

Pre lead, lead generation

Easy to do

Tie your contest to brand activation

Work your lead funnel by… …ranking

Converting Cell #’s into CARDAct Compliant Applications

Larry Chiang, CEO

P2: jeopardy user (contestants enter here)

P3: registered web user

P4: logged back in once or interacted with Duck9 email

P5: conveyed credit data, debt data, etc.

P6: does something

Prospect Ranks

Larry Chiang, CEO

P7: buys something

P8: refers

P9: writes, blogs, invites, hosts

P10: buys something as an adult

P1: trying to unsubscribe P0: hates Duck9

Prospect Ranks

Larry Chiang, CEO

Reinforce your “truth”

Enter late, leave early

Make it easy to recite

Holy grail is becoming a second supplier

Newsletter Your C o n t e s t a n t s

Larry Chiang, CEO

Contestants win in stages

Migrate up the prospect ranks

Drive them into your CAT

Holy grail is becoming a second supplier; set aside your need to sell them something

Good News: You’ve WON

Larry Chiang, CEO

Larry Chiang, CEOWho Is the Super Model?

NY Times best-selling author, “What They Don’t Teach You at Stanford Business

School”

Larry Chiang, CEO

Larry Chiang, CEO

Connect with the real world (seminars)

Do a contest (schwagin stages

Rope contestants intodoing somethingeducationalHone your uniteconomics

Keys to CopyingDuck9’s Program

Larry Chiang, CEO

Larry Chiang, CEO

.edu only

Ring cell before they leave with pizza

Contest Form

Larry Chiang, CEO

Contest that collects name, email & cell phone in person, on campus

Provide immediate service, reminding student to pay bill

Simultaneous SMS/email increases user task urgency

Second supplier gambit. Get to be the #2 supplier!

Duck9 Campus Process

Larry Chiang, CEO

Make it temporary

Keep it short

Don’t sell anything

Keep to your mentorship message

Danger, Danger, Will Robinson!

Larry Chiang, CEO

Danger: notecredit app & beer

Larry Chiang, CEO

Unlike 5-digit shortcode, 650-566-9600can be called back

/

Give them “light atthe end of the tunnel”

– “this is 17th of 24”

Get In. Get Out.Let Them Get Back

Larry Chiang, CEO

Keep it simple

Get their pen to paper

Reward with pizza after they show SMS

Pick a prize (they win all 3 but we profile them) No debt, some debt & I don’t get it.

Contest Form

Larry Chiang, CEO

“We can takeyou off our listof successful

people.”

“We’re building a list of 1 million

college students with a FICO

of 750”“Don’t ya

wanna be a part ofthis?” (Service your unsub with1 more service)

Take It

Personally!

Deal Emotionally with Unsubs

Larry Chiang, CEO

P2: jeopardy user (contestants enter here)

P3: registered web user

P4: logged back in once or interacted with Duck9 email

P5: conveyed credit data, debt data, etc.

Refocus onProspect Movements

Larry Chiang, CEO

P6: does something

P7: buys something

P8: refers

P9: writes, blogs, invites, hosts

P10: buys some- thing as an adult

Refocus onProspect Movements

Larry Chiang, CEO

Age of email, quality of lead

Match email to social networks subscriber list

Age of cell phone number

Match with issuing carriers

Assume no transport by college student

Are they friends & family?

Add LeadValue by Weeding

FRAUD (Part 1)

Larry Chiang, CEO

Non-typical profile of debtor

High-tech competent fraudsters:

• SMS from a landline!

• Semi-automated genius

Add LeadValue by Weeding

FRAUD (Part 2)

Larry Chiang, CEO

On the Internet, Nobody Knows You’re a Dog

Larry Chiang, CEO

GigaOm VentureBeat TechCrunch

BusinessWeek

http://500hats.typepad.com

http://redeye.firstround.com/blog

http://4info.typepad.com/blog

http://rafter.wirelessink.com

Bibliography

Larry Chiang, CEO

iMedia Connection

Ad:tech Podcasts forhttp://www.imediaconnectioncom/content/16113.asp

http://500hats.typepad.com

http://redeye.firstround.com/blog

http://4info.typepad.com/blog

http://searchengineland.com

http://rafter.wirelessink.com

Bibliography

Larry Chiang, CEO

Moviography“Mentorship”

Larry Chiang, CEO

Moviography“Treasure Management”

Larry Chiang, CEO

I hope thatthis

presentationhas been your

ROI for thisconference

Larry Chiang, CEOLarry Chiang

LarryChiang@UCMS.com