Deal Card launch for businesses

The Deal Card dealcard.co

The Deal Card

Presentation 6th March 2014!Mark Goldfinch


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

!

Introducti

on

Introduction


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.

Introducti

on

Introduction


The TeamChris 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!

Introducti

on

Introduction

… and the communities of!Deal & Walmer

Supported by Kent County Council members’ grants


The Deal CardWhat is it?


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.

What

is it?

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?

What is it?


Deal isn’t a small town!

The Deal Card dealcard.coWhat is it?

Both threats!

and !opportunities


Threats & Opportunities✘!The internet and online shopping!✘ !Out-of-town retail!! eg, Dover St James’s, Discovery Park; supermarkets!

What is it?

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.


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

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 Unity Clarity

What is it?


The Deal CardHow does it work?


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

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

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.

Registered Deal Card

Deal Card Registration

Form

Deal Card Website

How does it work?


Working for the Public 4✦ People can keep their starter card;!✦ Registered card-holders get:!

✦ Regular newsletters*;!✦ Entry into competitions*!✦ Other benefits*;!✦ (Phase 4) Points to use on purchases in Deal & Walmer!

Starter Deal Card

Registered Deal Card

How does it work?

*These provide numerous regular marketing opportunities for businesses


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

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

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)

How does it work?


Working for Businesses 4✦ Premium Membership!

✦ 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)

£60Annual Fee

How does it work?

✦ Database of opted-in registered card-holders !✦ Premium member businesses qualify to use this service!✦ Usage fee applies!✦ Targetted permissive advertising, via email newsletters.


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.

£60Annual Fee

How does it work?


The Deal Card

Project Development


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 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 Future


The Deal Card in Summary✦ Public !✦ Unregistered paper cards - Free!✦ Registered plastic cards - Free

The Future

✦ Business!✦ Business Membership - Free!✦ Premium Membership - £60/year


The Deal Card

Register for

your

Deal Card

today

Thankyou