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VISA Infinite - 2014 Fiscal Planning (Janine Stonhill)

Presentation for Ent. Marketing
by

Janine Barker-Stonhill

on 20 March 2014

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Transcript of VISA Infinite - 2014 Fiscal Planning (Janine Stonhill)

" THE MUSIC LANDSCAPE "
FUN WITH
TEGAN & SARA
On-site dinner

VIP viewing area for the festival

Reserve V.I. Parking

Visa Infinite Lounge

Meet and Greet Experience with Tegan and Sara

Weezer Merchandise
AGENDA
COMPETITIVE LANDSCAPE
Music Landscape



DIALING IT UP
Program Enhancements
THE BIG SHOW
Experience
Marketing Strategy
Budgets & Artists

THE 2014 PLAYLIST
Objectives
Concept & Approach
TOUR TO DATE
VIMS Events to Date
Key Learnings & Actions
Visa Infinite Capitalizes on the White Space
+
THE PLAYLIST
OBJECTIVES
AWARENESS
Drive awareness of the brand and its core benefits. Ensure cardholders know they have a Visa Infinite card. Ensure industry stakeholders know about our unique program.
ACCESS
Secure the right experiences for our program.
ACTIVATION
Delight existing cardholders through key experiential value adds.
KEY LEARNINGS
FISCAL 2013
Move away from pre-sale and ticketing focus

Embrace the exclusive experience: offer access to smaller, intimate events

Build equity and create efficiencies via standard template (execution, activation, creative, media, etc.)

Customize artist specific media buys

Optimize social media support, amplify online impact

Promotions across platforms to sustain excitement

Engage and leverage issuer assets

Stay on demo for artists

Opportunity for a music offers page

KEY LEARNINGS
ACTIONS
F14 focus on exclusive experiences

Differentiate by embracing the white space: Creation of a unique ownable branded series

Development of templated and turn-key communication/activation elements that distinguish our program

Create awareness via targeted marketing plans

Leverage VISA and Artist properties and communities to create further awareness and excitement

Drive engagement via social media and radio promotions

Provide issuers with sell sheets to drive communication and participation within their card bases (ie: e-blasts, FSI's)

Artist targeted media and communication

Develop a Music Offers page as a hub for VIMS and VIMS events activity

THE PLAYLIST
CONCEPT + APPROACH
CONCEPT
Cardholders get on the list for exclusive up close and personal experiences with artists
Ownable, Branded Series

APPROACH
Become part of the ecosystem
Catch artists in “Promotion” mode around album releases

QUARTERLY OR BI-ANNUAL FSI
SELECTIVE MARKETING PLAN FOR EACH EVENT
RADIO, PRINT, ONLINE, SOCIAL
ACHIEVE BRAND AND PRODUCT OBJECTIVES
" THE MUSIC LANDSCAPE "
THE BIG SHOW
DELIVERABLES
NON-TRADITIONAL VENUES
Recording Studios
Exclusive Restaurants
Unique Spaces
EXPERIENCES
Meet & Greets
Acoustic Performances
Q & A's
ACTIVATION
Exclusive Hospitality
Artist Merchandise
Dedicated Parking
Incorporate Dining Series
WHAT DO WE CALL IT? - brainstorm

INCREMENTAL PROGRAMS
High Net Worth
Issuer Programs
Full transcript