When Better Sales

Slide 1:When Better Sales = Better World

Marketing with a Cause to Create Buzz, Traffic, Conversion and Lifetime Customers June 4, 2008 Online Jennifer Ibarra Marketing Manager eBay Giving Works jibarra@ebay.com

Slide 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

Slide 3:Some Popular Campaigns

Slide 4:Retailer Examples

Slide 5:Retailer Examples

Slide 6:Retailer Examples

Slide 7:Retailer Examples

Slide 8:Retailer Examples

Slide 9: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

Slide 10: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

Slide 11:eBay Giving Works

www.ebaygivingworks.com �eBay Giving Works makes it seamless to incorporate cause-marketing into your business strategy.� Will Huynh Chief Operating OfficerShoe Metro, shoemetro, Titanium PowerSeller

Slide 12: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

Slide 13:Participating Nonprofits

Plus13,000More

Slide 14: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 donate E.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)

Slide 15:Traffic Drivers: High Profile Events

Highlights Link to ALL listings benefiting this nonprofit (including yours)

Slide 16:eBay Homepage Promotions

Slide 17:Spotlight on a Cause

Promotional opportunities

Slide 18: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

Slide 19:PESA Members Shine

Slide 20:PESA Members Shine

Slide 21:PESA Members Shine

Slide 22:Web 2.0: Social Media

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

Slide 23: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)

Slide 24: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

Slide 25: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

Slide 26:FaceBook

Use the Causes application Post your charitable listings to the Cause page, and to your profile Send it out to your network

Slide 27: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 wantcompanies to do more to tell them about the causes they are supporting Go 2.0 !!!

Slide 28: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.

Slide 29:Questions, Comments, Contact

Thank you for attending! eBay Giving Works (www.ebaygivingworks.com) givingworks@ebay.com David Yaskulka blueberry consulting (www.blueberryconsulting.com) david@blueberryconsulting.com