Marketing

Market Potential Measures Money Mart Wickets 5% of the population

Example- Market Potential

Potential based on Population income earners Population 62,482 Potential 2500 customers

Based on Potential 1 Money Mart Average Store $555,000 in Revenue 45% Payday loans

Market Potential- Method #2 30 million population Money Mart has 1 million customers 45% use Payday 5% of population use service

Paid Market Penetration This example income earners Population customer potential (avg loan/ cust 6/ yr) Loan Potential / year

Conclusion Estimated maturity in this territory approx 2500 customers. Average customer takes 6 loans per year or Loans at $65 = $975,000 With 5 competitors sharing the volume evenly $195,000 each

Payday Loan Customer – Interested in SPEED & CONVENIENCE No hassle Young < 45 Low to middle income 85% < $40,000 Electronic media - TV, radio NOT brand loyal

Cheque Cashing Potential

What is Marketing Everything Define your market- Cash-X provides demographics Track your marketing Being market driven is being customer driven

Common Mistakes Not enough local marketing Word of mouth is still the strongest advertising we have Can’t compensate for other errors Location, staff, etc.

What Works - Payday Loan Customers Yellow pages- Display ads are most effective TV – National in large markets Cash-X produces spots Radio- Early customers age Urban contemporary, rock, dance and rap TV Listing Channel–in small markets Signs- Box lit signs, sandwich boards, exterior lit signs

Advertising Bus Cards Very effective long exposure Target need for cash Door Hangers Use in lower to middle income apartments and neighborhoods Cold Air Balloon High visibility on top of storefronts

Direct Mail, We can assist you with the Postal Walks for Payday Loans based on our demographics Val-Pak Successful and low cost Advertising to Early Filers

Box Lit Sign

Sandwich Boards

Newspaper Ads

Exterior Sign

ValPak Coupon

Trailer Sign

Bus Advertising

Advertising Coffee Card coupons

Referrals Referrals are effective but difficult to obtain. Most customers do not like to admit they are borrowing Call customers monthly Inquire how the service was Ask for referrals

Overall Marketing / PR Local marketing is key VISIBILITY PAID advertising- local Referrals Coffee Card Customer service phone calls

Low Cost Promotions Donations to local events Unions Call and offer donation of Free Returns Change Sign regularly to attract attention- Sandwich Board Significant Customer- Customer appreciation day, 500 th customer 1000 th etc. Bag stuffers- t-shirts, give away bags, pens etc.

Holidays- Valentines, St Patricks Offer discounts to medium size employers (factories etc) Costume hand outs- 10 th loan free Sponsor Bar Events Low Cost Promotions

Costume

Guerilla Marketing Stand outside Money Mart and hand out Coupon Hand coupons to customers standing in line Use door hangers on car windshields at factories to attract blue collar workers

Guerilla Marketing Tele-market local factories for delivery of coupons with pay stubs Blue collar Businesses over 10 employees - first contacts Call 100 businesses per day Send coupons to 20 businesses per day Meet with apartment supervisors regarding coupon delivery to tenants

Guerilla marketing  Advertise FAST MONEY  Box lit signs  Sandwich board  Deliver Door hangers  Val-Pak  Canada Post  Coffee Card coupons to all customers

 Local Cable or Radio ads  Weekend cash, Concert Tickets, Tatoo’s Electronic Media

General Rules Track all activities Back your advertising with great service Treat each customer as the start of a relationship Look at the lifetime value