InComm Digital Gateway Best Practices

Best Practices for Virtual Gifting InComm’s most successful digital partners use the below marketing strategies which have proven to maximize e-card sales Developing User Awareness Campaigns The single most important marketing strategy is to develop user awareness announcing that your consumers can now purchase e-cards online Exclusive Promotions & Virtual Item offers Drive sales through exclusive promotions and virtual item offers, tied to the purchase of an e-card Covering All Angles On-line Marketing Launching an “all points marketing” marketing campaign of your e-card Innovative Cards & Unique Designs Innovative and unique e-card designs, promoting various gift giving seasons and occasions.

Developing User Awareness Campaigns Providing prominent site real estate and dedicated pages for card images and promotions has provided immediate sales lifts between 40-60% for partners who have implemented these strategies. Touting Group gifting has proven to bring 3X the load value of an independent e-card! Facebook Splash Page Promoting e-cards on your website

Developing User Awareness Campaigns Partners who have made announcements to loyal consumers about new e-card gifting offering a new standard for last minute gifts, extended reach gifts and instant gratification have experienced sales lifts between 70-120%. Facebook Wall Post examples

Developing User Awareness Campaigns News letters, blogs, e-mail blasts, banner advertisements and Social Media Advertisements are highly effective as well as prominent placement (above the fold) on your Facebook fan page. E-mail blast example Facebook App position above fold example

Exclusive Promotions and Virtual Item Offers & Virtual Item offers E-card partners that provide exclusive virtual content tied to a prepaid card purchase have seen incremental sales growth during these promotional periods between 80%-110%. Tips: Exclusive virtual promotions offered for limited time only Items should change frequently and be communicated through website and Facebook fan page or e-mail blast Package a virtual bundle together so consumers have to purchase a card X number of times to complete the virtual set of items, this generates repeat business for e- tailers and encourages purchase of multiple cards Link online offer to in-store redemption to drive foot traffic to your stores Higher card denoms or group- gifting purchases receive a higher valued item -Newzoo 2011

Developing User Awareness Campaigns Covering All Angles Online Marketing Utilize social media, search engines , marketing events, and loyalty programs to further educate and inform consumers to the latest news of your e-card offerings, promotions, and group gifting ability External Marketing Efforts AdSpace on Facebook, Twitter and MySpace Registering key words with top search engines In-store marketing Loyalty/Rewards programs

Innovative Cards and Unique Designs & Unique Designs Unique card offers can be extremely successful centered around an online promotion or providing creative seasonal e-card solutions Refresh card Art | Exclusive Designs | Create Your own E-Card

Effectiveness of Developing a User Awareness Campaign Campaigns E-Card Partner Case Study: BEFORE Partner X was not very pleased with the sales results from their branded prepaid card program. The key missing elements identified: Web Advertising Site space secured to constantly promote e-cards Explanation of e-cards and group gifting Facebook Fan Page gifting app location prominently displayed The Arrow highlights the period in Oct/Nov prior to creating a user awareness campaign. Strategy: In October, Partner X designed a user awareness campaign based around InComm's best practices to increase marketing efforts and promotions of their branded prepaid cards.

Effectiveness of Developing a User Awareness Campaign Campaigns E-Card Partner Case Study: AFTER Partner X implemented the below InComm Best Practices and created a User Awareness Campaign to promote their branded prepaid cards: Web Advertising Provided site space to promote cards and card offerings Positioned gifting app on Facebook fan page before the fold Announced offering through wall posts & e-mail blasts Explained how e-cards and group gifting works on landing page after clicking on the gift card app The arrow highlights the period March - May after creating a user awareness campaign and implementing some of the best practices. Results: Partner X implemented a User Awareness Campaign and utilized best practices increase sales of their branded prepaid card which resulted in an instant 120% incremental sales lift and moved their product higher in rank for prominent retailers

28% of time spent on internet is spent on social networks. Best Practices Recap InComm values its relationships with our digital partners and strives to share the latest information and marketing strategies to make each partner’s E-card program successful in retail. 28% of time spent on internet is spent on social networks. 734M unique visitors per month on Facebook -comScore 2011 Best Practices and Key Points to Remember: Create a User Awareness Campaign Prominently display E-card offering Promote Facebook gifting app above the fold on fan page External marketing efforts (i.e.. Facebook, Twitter) Communicate card offerings (i.e. email blasts, message boards, gift reminders, etc.) Offer Exclusive Virtual Items with Card Purchases Change frequently and communicate through website, Facebook, e-mail Online / Offline promotions to drive in-store traffic Virtual bundle packages through use of promotional codes

Industry is embracing Industry is embracing digitaldigitl distribution Digital Gifting Gaining Marketshare: Online sales of gift cards forecast to be $6B in 2013; E-card growing by rate of 300- 400% annually One-third of consumers spent between $50 and $200 total on gift cards purchased online in 2011 70% of consumers prefer convenience of eGift card over plastic More than a quarter of consumers surveyed shopped via smartphone Over 200M people have a tablet or smartphone device 59 of the top 100 retailers offer a virtual gift card in 2011 – many via social channels 25% higher load values on e-gift cards Load of gift cards linked to group gifts is 3X+ that of individual purchases Social Media is a Powerful force: Social Media site users spend an Avg of 5.4 hrs/mo. Engaged in Networking sites Source: comScore 2011 Facebook attracts 734.2 million Unique visitors / month Source: comScore 2011 Source: comScore , National Retail Federation, The e-tailing group, Mercator, in-Stat, Cash Star & InComm GroupCard