Shot Left Infinity Card

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Shot Left Infinity Card
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South African Tourism invite the Trade to hit a
Shot Left !

• The core message of Shot Left is that local
  travel is affordable, accessible and doable to
  any one.
• Infinity, a multi-partner Loyalty Programme can
  strengthen this message by incentivising the
  potential traveler by way of special offers or
  electronic vouchers and the ability to pay for
  his holiday through interest bearing savings
  account or on credit (Fly now pay later by
  Fedentia )
• The traveler can save up for his holiday by
  purchasing his monthly cosmetics at a Durbell
  pharmacy, his hardware equipment at Mica, his
  entertainment applications at Hi-Fi Corporations
  etc.
• The savings are earned in CashBack on an Infinity
  card, these savings are stored in a purse on the
  card.
• By changing suppliers of goods the traveler would
  have purchased during the month as necessities,
  the Traveler can save up enough CashBack to go on
  a family holiday or pay partially for the
  holiday.

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Introducing the Shot Left loyalty programme
from Infinity

• South Africas Premier loyalty and CRM program
• The only dedicated tourism loyalty programme that
  offers cash back to consumers as they spend
  money in the tourism sector.
• 40 unique data bases currently exist - made up of
  1,4 million card holders
• Monitor, track and target consumer spend with
  special offers and e-vouchers to card holders
• Marketing via SMS, e-mail, news letter and postal
  campaigns
• Multi-partner programme where rewards can be
  earned and redeemed in cash back currency with
  participating partners.

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The Offering

• SA Tourism has created and endorsed a loyalty CRM
  platform to enable a massive previously untapped
  target market to enjoy a full range of special
  offers created by the travel industry
  specifically for them.
• Backed by a TV, Radio, Print and Outdoor campaign
  an information pack consisting of a Shot Left
  Brochure, partner guide, card and card protector
  will be produced and distributed at a cost of
  approximately R 35.00 to the end consumer. This
  includes pre-loaded redeemable added value.
• This information pack will either be mailed to
  the customer or be available at selected retail
  outlets. (Suggested partner SA Post office)
• Focused purely on conversion, by introducing the
  Shot Left Infinity card to the target market
  this will create a vehicle or enabler to take up
  offerings...backed up by an aggressive call to
  action on national TV and radio.
• Hundreds of outlets are partners of Infinity
  where Cash Back can be earned to reward Shot
  Left customers.

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The Value of the Offering

• The trade will be able to put together new
  packages and incentives that will be marketed on
  the Shot Left campaign targeting your market to
  spend money within the leisure sector.
• The trade and their offering will get exposure on
  a dedicated TV platform, a radio campaign as well
  as outdoor and print media campaigns funded by SA
  Tourism.
• A brochure will be published with special offers
  from the trade
• Offerings will also be listed on the Shot Left
  Website
• Fantastic exposure to potential new customer
  base.
• Cards on sale and available at the following
  outlets ASATA travel agents, selected retail
  outlets and via call centre and post.
• Trade partners using own initiative also have the
  opportunity to do direct marketing and cross
  promotions to unique individual databases at
  their own cost.
• Dedicated infinity account managers will assist
  in working with you in putting together the
  offer, implementation and measurement.

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Effectively using communication Channels

• TV Promotions
• TV Promotions can be used to not only make aware
  but to communicate a specific offer
• Focus should move from displaying scenic beauty
  to specific activities and places.
• TV should take the viewer on a specific visual
  tour and offer the package at the end of the show
  / promotion.
• Participating tourism establishments can make a
  contribution towards the campaign, even if just a
  small contribution to help cover the costs of the
  campaign.
• The Shot Left card and its benefits can be
  communicated as part of the insert to explain how
  the traveler can benefit from the card

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Communication cont.

• Taxis
• Taxis can be branded with the package designed
  for the specific area, also it can visually
  explain how the commuter can afford the package,
  thus where you can get your Shot Left card, and
  where and how to use it to earn CashBack, and how
  to use that CashBack to pay for your holiday.
• Communication on the taxis can be done in the
  language mostly used in the area
• Taxi drivers can be given a Shot Left card and
  taken on the holiday package displayed on his
  taxi to experience the holiday and the power of
  the Shot Left card in exchange for permission to
  brand his vehicle.
• During their trip they can be educated about the
  places they have visited and the functioning of
  the card
• The experience factor will strengthen the message
  the taxi driver will convey to his commuters and
  will ensure that the information conveyed is
  correct.

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Communication cont.

• Billboards/Pole Adds
• Billboards can only cover a very small area
• It is suggested that Pole adds are used in
  conjunction with Billboards, which is a very
  effective communication method and will be able
  to cover a larger geographical area.
• Pole adds and Billboards must offer a specific
  packages to the area it serves. Stating a price
  and what is included in the packages. For example
  a Northern Province package to Gauteng residents.
• Awareness of the Shot Left card can be
  communicated on pole adds to communicate the
  benefits of the card and how it can assist in
  making local travel affordable.

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Communication cont.

• Print Adds
• Shot left adds should communicate specific
  packages with in the provinces rather than just
  general awareness that travel is possible to the
  emerging markets
• Communicating a specific package stating what it
  includes and the price will strengthen the
  message that travel to these specific
  destinations are possible.
• Communicating where the Shot Left Card can be
  acquired and how it can make travel possible must
  strongly be communicated in Print adds.

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Communication cont.

• Radio
• Radio should be used as a competition medium
• Information must be given to the listener, the
  knowledge of the listener can be tested with a
  competition and rewarded with a travel prize.
• Again the medium should be used to communicate a
  specific package or packages and people can phone
  a call center to book.
• Must have a main function to gather information

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Communication cont.

• E-mails, SMS Online
• All previous mediums can be used to urge users
  to enter an online competition.
• Online competition can gather user information
  for future direct marketing
• E-mails and SMS campaigns can be used as a
  follow-up or to remind the travelers that showed
  interest.
• E-mail and SMS should add value to the travelers
  life, for example the main body of the e-mail
  should be tips on planning your holiday, packing
  effectively for holiday.
• Specific offers can be added to the e-mail as a
  added value

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How ?

• There are two options
• Option 1
• A Shot Left Infinity card can be issued to the
  travelers that responded to Shot Left
  competitions or enquire about the packages at
  Travel agents and through the call center.
• Option 2
• TV adverts will prompt customers to sms their
  Name Surname to a premium rated number,
  cardholders will be registered telephonically and
  will then receive their own Shot Left Infinity
  card and guide at (approximately R30 for the
  process)

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Who ?

• A Shot left Infinity card can be issued to the
  travelers that responded to Shot Left
  competitions or enquire about the packages at
  Travel agents.
• Advantages
• Shot Left will have their own database to
  communicate to and track behavior.
• Cross Marketing with other Infinity Partners
• Included in Infinity Generic Marketing

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How will the Travel Agent benefit ?

• Shot Left Travel Agents must become Infinity
  Merchants
• This this will enable the Travel Agent to use or
  redeem the CashBack the traveler wants to use for
  his local holidays.
• The Travel agent will also be able to give back
  CashBacks to the travelers Infinity card to
  create a beneficial relationship that will ensure
  that the customer becomes a return customer.

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Value to Trade Partners

• The trade will be able to put together new
  packages and incentives that will be marketed on
  the Shot Left campaign targeting the market to
  spend money within the leisure sector.
• A Shot Left brochure will be published with
  special offers from the trade
• Offerings will also be listed on the Shot Left
  Website

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Value to Trade Partners

• Infinity is designed to incorporate loyalty,
  banking and Internet capability on one piece of
  plastic.
• Infinity embraces the EuropoPay, Mastercard and
  Visa standards for smart cards in order to ensure
  total security and confidentiality for
  cardholders.
• Over time, the Infinity card has the ability to
  become the only piece of plastic that is
  necessary to carry in ones wallet.
• Infinity is also the only loyalty program in
  South Africa that operates on a bank approved
  Point of Sale terminal.

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Value to Trade Partners

• Fantastic exposure to potential new customer
  base.
• Cards on sale and available at ASATA accredited
  travel agents, selected retail outlets and via
  call centre and post.
• Trade partners using own initiative also have the
  opportunity to do direct marketing and cross
  promotions to unique individual databases at
  their own cost.
• Dedicated infinity account managers will assist
  in working with you in putting together the
  offer, implementation and measurement.

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Electronic Campaign Procedure

• Infinity needs ten working days to execute an
  electronic (sms/email) campaign.
• Approach your account manager with an idea or
  concept for an electronic campaign.
• You may specify which card base you would like to
  target. Infinity will also advise you if you
  wish.
• Infinity will approach the card issuer for
  permission to target their card base.
• Infinity will quote you on how much the
  electronic campaign will cost, should permission
  be granted.
• In the case of an email, either Infinity can
  design the layout of the email (minimal cost
  implication), or you can design it yourself
  whatever you prefer. Please bear in mind that
  the Infinity logo as well as a picture of the
  relevant card of the base you are targeting must
  be included should you choose to design the email
  yourself.
• All wording and/or artwork is signed off by the
  merchant (if applicable).
• A test email/sms is sent to the merchant.
• This is signed off by means of an email to your
  account manager unless otherwise stated.
• Campaign launches.
• Electronic Campaign Costs
• SMS Messaging
• R273.60 Set-up FeePlus R0.25 per SMSE-Mail
  Messaging
• R273.60 Set-up FeePlus R0.10 per e-mail

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Refer a Friend for a Shot Left

• The database that has been built up should be put
  to use
• Travelers currently on the database should be
  asked or urged to refer a friend or family member
  that could enjoy a Shot Left package.
• By referring friends and relatives Shot Left can
  grow the database and good experiences will
  ensure marketing through word of mouth.
• Prices sponsored by partners

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Point of Sale Material
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EXAMPLES

• Gourmet RestaurantEarn 7 Cash Back at the
  Gourmet Restaurant. Join them for a meal between
  February and March 2006 every Saturday evening
  after 1900. Use your Infinity card and enjoy a
  complimentary bottle of Ruitesvlei wine.
  Call(061) 232-360 to make your
  reservation.Terms conditions apply
• Windhoek FloraEarn an extra 1 Cash Back at
  Windhoek Flora this Valentines thats a total
  of 4 Cash Back! The first five Infinity
  cardholders will receive a complimentary rose,
  and if you use your card more than five times at
  Windhoek Flora you will automatically go into a
  draw for a N200 voucher. Call [phone] to
  place your order.Terms conditions apply
• Lüderitz Nest Hotel Use you card ten times
  before the end of March 2006 and you could win a
  two (2) nights bed breakfast stay for two at
  the wonderful Lüderitz Nest Hotel to the value of
  N 3570!Terms conditions apply
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Promotion Examples
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Examples
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Costs to Merchants

• South African Tourism is funding the
  infrastructure to develop the CRM Shot left
  Infinity card.
• Infinity has offered to provide free training,
  POS and ongoing PRO and marketing support to the
  value of R 2744.00. per outlet per annum.
• This card will create higher utilization of
  travel uptake within the target segments
  identified.
• Optional transactional terminal rental for
  accepting infinity cards (Shot Left Card)
  R250.80 per outlet per month ( incl. VAT)
• Cash back reward to customer in terms of value
  i.e. 2-10 discount based on your existing
  supplier arrangements in place.
• 2 excluding VAT. Transaction fee to Infinity

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Conclusion

• Infinity can strengthen the core message by
  providing a means of making holidays within South
  Africa possible.
• Infinity can provide assistance in managing the
  database and utilizing the database most
  effectively.
• Infinity in partnership with Shot Left can get
  South Africa traveling.
• JOIN NOW !!!!!!
• If you are interested in attending a detailed
  presentation please contact
• denys_at_southafrica.net