4. OK, here's the scenario:
You are at a party.
You have to go to the
bathroom.
There's only one at the
house you're in.
You open the door...
(scroll down)
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5. This new scam is being pulled mainly on older men. What
happens is that when you stop for a red light a young, nude
woman comes up and pretends to be washing your windshield.
While she is doing this another person opens your back door
and steals anything in the car. They are very good at this.
They got me 7 times Friday and 5 times Saturday.
I wasn't able to find them on Sunday.
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8. Subject: Dearly Beloved
SITUATION
My Dearly Beloved, It is by the grace of God that I received Christ,having known the truth,I had no choice than to do what is lawful and right in the sight of God for
eternal life and in the sight of man for witness of God´s mercy and glory upon my life.
I am Mrs Melissa Pointer the wife of Mr Harry Pointer,my husband worked with the Chevron/Texaco in Kenya for twenty years before he died in the year 2001.We
were married for ten years without a child.My Husband died after a brief illness that lasted for only four days.Before his death we were both born again Christians.
Since his death I decided not to re-marry or get a child outside my matrimonial home which the Bible is against.When my late husband was alive he deposited the sum
of US $3.5M.(Three Million Five Hundred Thousand U.S.Dollars) with a Bank in Europe.Presently,this money is still with the Bank and the management just wrote me
as the beneficiary to come forward to sign for the release of this money or rather issue a letter of authorization to somebody to receive it on my behalf if I can not come
over.
Presently,I'm in a hospital in Kenya where I have been undergoing treatment for esophageal cancer.I have since lost my ability to talk and my doctors have told me
that I have only a few weeks to live.It is my last wish to see this money distributed to charity organizations any where in the World.Because relatives and friends have
plundered so much of my wealth since my illness,I cannot live with the agony of entrusting this huge responsibility to any of them.
Please,I beg you in the name of God to help me Stand and collect the Funds from the Bank. I want a person that is God fearing that will use this money to fund
I don't have any child that will inherit this money and my
churches,orphanages and widows propagating the word of God and to ensure that the house of God is maintained.
The Bible made us to understand that blessed is the hand that giveth.I took this decision because I don't have any child that will inherit this money and my husband
husband relatives are not Christians and I don't want my
GUILT
relatives are not Christians and I don't want my husband's hard earned money to be misused by unbelievers.I don't want a situation where this money will be used in
an ungodly manner.Hence the reason for taking this bold decision.I am not afraid of death hence I know where I am going.I know that I am going to be in the bosom of
husband's hard earned money to be misused by
the Lord.
Exodus {14 VS 14}says that the lord will fight my case and I shall hold my peace.I don't need any telephone communication in this regard because of my soundless
unbelievers.I
voice and presence of my husband's relatives around me always.I don't want them to know about this development. With God all things are possible.
ACTION (SEND MONEY)
As soon as I receive your reply I shall give you the contact of my attorney who is in Europe as he will be the one to assist you in laying claims for this funds.
Your's Truly,
MRS.Melissa Pointer.
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11. Managing Email – Behaviors Change
• The average person has 3 email accounts
– Work
– Personal
– eCommerce/Other
• The average user receives 44 emails per day
• You can respond at your own pace (it will still be in the In-box)
– Which email address do you check every day?
• Delete button and “unsubscribe” -- just a click away
• Private (somewhat)
• Usage of filters and SPAM software
• Add to your contact list
• Allow images
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12. Communication Shift
• As email management has evolved, so
has our view of how to use it for
communication
• Email as a “personal” communication
channel has decreased
Huh? • While it has INCREASED as the preferred
channel for Permission-Marketing
• Reducing cost barriers to mobile phones
and affordable plans will have even more
people texting
• Will Social Networks keep rising as a
source for Permission-Based Promos?
This is NOT good for DM
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13. Breaking Down Channel Preferences
• Content
– Is it a marketing message? Business related? Personal?
• Immediacy
– How quickly do I need to know?
• Accessibility
– Will I need to reference this later?
• Privacy (perceived or real?)
• Formality
– Marketing tends to be seen by most consumers as “formal.”
• Initiation
– Stay in that medium or move the conversation elsewhere? (even “offline”)
* Taken from Exact Target’s SFF 2012
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18. And here we go again…
You’ve probably seen a status update like this:
“People need to understand that children with special needs don’t have an
illness, they are not looking for a cure only acceptance. 93% of you
probably won’t copy and paste this…will you be in the 7% that will and
leave it on your status for at least an hour. Special Education week March
22nd to the 26th.”
Or this: Take Action
“Put this on your status if you know someone (or are related to someone)
who has been attacked by ninjas. My wish is that people will understand
that being attacked by ninjas is not something to be ashamed of. Ninjas
are nearly unstoppable and are truly terrifying. 93% of people won’t copy
and paste this – they have already been attacked by ninjas.”
Guilt
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19. Like Email, We Are Learning to Manage Facebook
• Privacy Settings Can I trust this guy?
• Hiding Updates (like Mafia Wars)
• Unsubscribing from Friends Posts
• Creating Lists of Your Friends
• Change how Friends see your
profile
• Select what is Private
vs what is Public
• Choose NOT to show up in search
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22. The Value Equation & Channel Preferences
• Benefit of time and resources.
• What is the Content worth and
what type of Content is it?
• Immediacy or longevity
• Accessibility
• Does it cost me time or money?
• How much do I value my Privacy?
• How do I Initiate this engagement?
• Mixing Formal with Personal
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23. Email and The Value Equation
• The content is for me
• It increases my lawn care knowledge
• I get tips and advice for my lawn I could
ONLY get from Scotts
• Scotts cares about me
• It’s easy to understand
• This costs me nothing
•Content
•Immediacy • They respect my privacy
•Accessibility
• Signing up is easy and there is no
•Privacy (perceived or real?)
commitment
•Formality (personal or marketing)
•Initiation
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24. How does Scotts know we are providing value?
Simple: We ask them!
Randomly choose subscribers from the database who are new to the newsletter. A survey is
sent in two Waves (beginning of year and a follow up at the end of the year).
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25. Summary of Research from ‘10
• Respondents notice an improvement in their lawn and are
more satisfied with the overall condition
• Lawn applications increase*
• Usage of grass seed increases
• Brand affinity increases as a result of regular emails
• An overwhelming majority agree that Scotts offers “the
best help/tips to maintain my lawn”
*Note: no data shown for confidentiality
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26. Summary of Research from ‘11
• New subscribers from ’10 stayed the same for lawn
applications
• Our NEW subscribers in ’11 showed a decrease in Lawn
applications
• No change with the overall condition of their lawn
WEATHER!
• Usage of grass seed increased
• Brand affinity increases as a result of regular emails
• Purchase intent increased (but not as high)
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27. Scotts Lawn Care Update
Did we go too far?
There is a LOT going
on in here!
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29. In Store Sign Ups – new in 2012
• Testing in our South Region
• App pushed to their iPhones/iPads
which opens a mobile web page
• Store Rep ID used to track quotas
• Customized Welcome email
• Recognize the opt-in came
from in store and thank them for
loyalty
Quick in-store sign
ups using a mobile
phone.
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30. Measure The Effectiveness
Master List
Sub List (from Promotion)
LTV
Open Rate Unsub Rate Active
Responses
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32. Facebook – A Communication Channel
• It is entertaining.
• While Facebook users welcome
marketers, they fear it will turn
into SPAM (so be interesting)
• FB users worry about their privacy
• The act of Liking is often an
expression: “Hey, I like this brand.”
• Others are seeking DEALS or
Special OFFERS.
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33. Our Digital Strategy
INSIGHT: Every consumer believes their circumstance is unique and urgent
CONSUMER MOTIVATION DIGITAL STRATEGY SCOTTS’ RESPONSE
Problem: Be the consumer’s Problem:
I have a problem. Enable immediate and
trusted L&G advisor accurate problem solving
I have a problem & want a
product to solve it. backed by the best products
in the category.
I have product & need help. by replicating a 1:1
experience with a
Plan:
Plan: Scotts expert
I want help creating. Channel Scotts expertise
into content and tools that
I want help executing. lead with great products.
I want help maintaining. to build
relationships Pleasure/Inspiration
Pleasure/Inspiration Create & curate the best
I enjoy L&G content. content and enable and
I enjoy L&G connection. that deliver sales. support social connection.
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34. Facebook “Likes” and The Value Equation
• The content is interesting
• The brand is active and responds
• They offer me something
• It helps me express myself
• This costs me nothing $
•Content • The brand respects my privacy
•Immediacy • Just click “Like”
•Accessibility
•Privacy (perceived or real?) • What appears in my newsfeed?
•Formality (personal or marketing)
•Initiation
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35. Scotts and Facebook
More “Planning”
Some “Problem Solving”
Some “Inspiration”
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38. Mobile and The Value Equation
• It is immediate (SMS)
• It works as a text (SMS)
• I can personalize the content (App)
• I can access it later for reference (App)
• Is there a charge?
•Content • It is easy to use
•Immediacy
•Accessibility • Marketing on my personal device
•Privacy (perceived or real?) • Do I give up any privacy?
•Formality (personal or marketing)
•Initiation
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