Deal Card launch for businesses

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Information about Deal Card launch for businesses
Business & Mgmt

Published on March 6, 2014

Author: mark3deal



Mark Goldfinch represented the Deal Card team to deliver this presentation to local independent businesses in Deal and Walmer. There was a real buzz over the coffee and Danish at this breakfast meeting of the Deal Business Forum. Businesses recognise the potential of this loyalty card scheme for themselves and the wider community.

The Deal Card Presentation 6th March 2014! Mark Goldfinch The Deal Card

In tro ! du ct io n This Presentation ✦ Welcome & Introductions! ✦ Who’s running it and how.! ✦ What is The Deal Card?! ✦ What are the problems we aim to solve?! ✦ How does it work for the public?! ✦ How does it work for businesses?! ✦ Phases and Timescale! ✦ Q&A The Deal Card Introduction

In tro du ct io n Administration ✦ Not-for-profit community enterprise! ✦ Administered by part-time volunteers;! ✦ Monetised purely in order to cover costs;! ✦ Any future surplus spent improving the scheme;! ✦ Set-up printing and website costs;! ✦ Ongoing printing; hosting and development;! ✦ Domain .co reflects co-working and co-operation! ✦ Features are optimised for mobile phones too! ✦ The project is geared for the long-term. The Deal Card Introduction

In tro du ct io n The Team Chris West ! ! ! ! ! ! ! ! Town Innovations! James Tillitt !! ! ! ! ! ! ! Deal Business Forum! Freddie Middleton! ! ! ! ! ! PR Consultant! Mark Goldfinch MA! ! ! ! ! 3Deal Digital Services! Tony Hogben ! ! ! ! ! ! ! MT Studios! Charlie Lawrence! ! ! ! ! ! Designer! … and the communities of! Deal & Walmer Supported by Kent County Council members’ grants The Deal Card Introduction

The Deal Card What is it? The Deal Card

t? is i ha t W What is ‘The Deal Card’? ✦ It’s a loyalty card scheme;! ✦ Similar model to the successful scheme running in Whitstable and Herne Bay since 2009;! ✦ Aims to use best practice;! ✦ Smart with technology and social media;! ✦ Beneficial:! ✦ for businesses; ! ✦ for card-holders;! ✦ for the town. The Deal Card What is it?

Sceptical? ✦ Hasn’t this been tried before?! ✦ Aren’t there lots of these schemes?! ✦ Aren’t these things expensive to set up?! ✦ ... and expensive to run?! ✦ Do they actually work?! ✦ Don’t they just reduce revenue? The Deal Card What is it?

Deal isn’t a small town! Both threats! and ! opportunities The Deal Card What is it?

Threats & Opportunities ✘! The internet and online shopping! ✘ !Out-of-town retail! ! eg, Dover St James’s, Discovery Park; supermarkets! BUT!! ✔ From December 2014 High Speed Coastal Loop! ✔ Hadlow Technology College, more housing ✔ Harness great internet/mobile features to ! ! encourage people to spend in Deal and Walmer! ✔ Leverage browsing & cross-selling opportunities! ✔ Add another unique dimension to our town. The Deal Card What is it?

Growing Deal’s Total Market ✦ Capitalises on Deal High Street of the Year Award! ✦ Ties outlying businesses to award-winning core:! ✦ eg, Upper Deal, Mill Hill, Strand, Upper Walmer;! ✦ Offers economies of scale in marketing;! ✦ Protects and grows the overall market for all independent businesses (not just retail);! ✦ Reaches beyond Deal to influence visitors’ choice of destination before they travel (coach and train companies; tourists);! ✦ Influences choice; rewards choice The Deal Card What is it?

What’s the problem we’re trying to solve? ✦ People want to know what to expect:! ✦ At Tesco, Westwood Cross, Waitrose, people know;! ✦ Offering in Deal and Walmer unclear and fragmented;! ✦ Shoppers and visitors are increasingly sophisticated.! ✦ ‘Loyalty card’ is a generic term;! ✦ This is less about ‘loyalty’ (although that’s crucial);! ✦ More about identity, unity and clarity for the town. Identity The Deal Card Unity What is it? Clarity

The Deal Card How does it work? The Deal Card

Working for the Public 1 ✦ Ubiquitous: we want people to use the cards;! ✦ Adults and children;! ✦ Not just locals, this is to encourage inbound visitors too;! ✦ Sent to coach companies; ferries; railway stations;! ✦ Available from shops, B&Bs, hotels, restaurants, pubs; golf clubs; tourist information; East Kent Mercury! ✦ The more you use it the more you save;! ✦ Fosters caché/pride The Deal Card How does it work?

Working for the Public 2 ✦ Level 1: Unregistered cards (FREE paper cards)! ✦ Available throughout Deal, plus places outside! ✦ Just detach the card from the form and start using it immediately where you see the signs in Deal & Walmer ! ✦ You qualify for all the standard offers immediately Deal Card Registration Form Unregistered! Deal Card The Deal Card Unregistered! Deal Card How does it work?

Working for the Public 3 ✦ Level 2: Registered cards (FREE plastic cards)! ✦ You choose to register (giving email and address)! ✦ Register via the paper form or via the website! ✦ Businesses automatically qualify for a registered card! ✦ Plastic cards are posted to registrants, or collected. Deal Card Registration Form Deal Card Website Registered Deal Card The Deal Card How does it work?

Working for the Public 4 ✦ People can keep their starter card;! Starter Deal Card ✦ Registered card-holders get:! ✦ Regular newsletters*;! ✦ Entry into competitions*! Registered Deal Card ✦ Other benefits*;! ✦ (Phase 4) Points to use on purchases in Deal & Walmer! *These provide numerous regular marketing opportunities for businesses The Deal Card How does it work?

Working for Businesses 1 ✦ Businesses can use the discounts to educate and inform people about new or side offerings;! ✦ Help with ‘on-sales’; ! ✦ The scheme creates economies of scale that benefit all businesses with their:! ✦ marketing! ✦ branding ! ✦ information! ✦ data collection The Deal Card How does it work?

Working for Businesses 2 ✦ All types of independent business, not just retail;! ✦ Deal Card suitable for existing offers (or new): ! ✦ Individual businesses have total discretion;! ✦ Can focus on using it to push ‘shoulder’ or seasonal lines, not necessarily your premium lines;! ✦ Can run your offers to push ‘quieter’ days;! ✦ Use it to assist your business! ✦ Adds to your marketing mix (absolutely free)! ✦ Saves on your website and social media effort The Deal Card How does it work?

Working for Businesses 3 ✦ Business Membership - all Free! ✦ Identify which single offer you want to include! ✦ Advertise your offer via window and webpage ! ✦ Log-in to the website! ✦ Add text and images to your page on the website.! ✦ Photo of you in front of your business for Deal Card webpage! ✦ Vary whenever you like or need.! ✦ Support available for uploads and updates to webpages! ✦ Supply prizes for Deal Card competitions (publicity) The Deal Card How does it work?

Working for Businesses 4 ✦ Premium Membership! Annual Fee ✦ As Standard Membership plus:! ✦ Deal Business Forum regular events! ✦ Opportunity to feature multiple offers! ✦ Your offers are featured on the monthly flyers! ✦ Increased visibility on website (links, RSS, etc) £60 ✦ Database of opted-in registered card-holders ! ✦ Premium member businesses qualify to use this service! ✦ Usage fee applies! ✦ Targetted permissive advertising, via email newsletters. The Deal Card How does it work?

Working for Businesses 4 ✦ Premium Membership 2014-5! ✦ Phase 2: You automatically qualify to become Associate Members of the Astor Corporate Business Scheme.! ✦ Phase 3: Your offers appear on Deal Card social media! ✦ Phase 4: Your offers can also appear on your own social media. Annual Fee £60 The Deal Card How does it work?

The Deal Card Project Development The Deal Card

Project in 2014 ✦ Phase 1 (Development January-May)! ✦ 31st January: Preview presentation for supporters! ✦ February: Funding, public tendering and consultation! ✦ 6th March: Introduction to businesses! ✦ March: Prepare material, systems and website! ✦ April: Public alerted via promotional campaigns! ✦ 5th May: Public launch date! ✦ Phase 2 (May to July), monitoring! ✦ Phase 3 (August - December), extra features! ✦ Phase 4 (2015), continuous improvement The Deal Card The Future

The Future ✦ Aim to be the best loyalty scheme in the UK! ✦ Refine the experience for businesses and public.! ✦ Better analytics and targeting for relevance.! ✦ Upskill businesses in Deal & Walmer: social media/web! ✦ Regular promotional and refresher events.! ✦ Help to grow the town’s overall economy.! ✦ Phase 4 (2015) ambitions:! ✦ Develop a points system for card-holders:! ✦ Smartphone app for businesses and card-holders;! ✦ Barcode or QR can be scanned during transactions The Deal Card The Future

The Deal Card in Summary ✦ Public ! ✦ Unregistered paper cards - Free! ✦ Registered plastic cards - Free ✦ Business! ✦ Business Membership - Free! ✦ Premium Membership - £60/year The Deal Card The Future

The Deal Card Thankyou r for giste Re our y ard eal C D oday t The Deal Card

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