VeriFone Global
Marketing Update
Leah Roscoe – VP, Global Marketing Programs
VIP Business Partners Meeting, Dubai 2008
Global Marketing Overview
1. Who we are.
2. What we do.
3. Recent deliverables YOU can use.
4. Focus for 2H 2008.
5. Product launch calendar and upcoming programs.
6. How can YOU benefit.
2
Global Marketing Organization
Leah Roscoe
VP, Global Marketing
Gary Fravel
Dawn Robb
Manager, Branding &
Communications
Director, Launch &
Marketing Solutions
Ryan Kramer
Erin Davis
Online Marketing Mgr
Marketing Mgr
Team works closely with
regional marketing and
product managers.
3
Peter Cullinan
Marketing Mgr
Global Marketing Responsibilities
• Product & Solution Launches
• Demand Generation Programs
• Key Initiative Programs (Wireless, Contactless, etc.)
• Branding & Communications
• Public & Media Relations
• Corporate Materials & Communications (Web,
Videos, etc.)
• Global Training Programs & Corporate Events
4
Vx 810 DUET Debuted April 15
Vx 810 DUET (global)
Mini web site
Ultra-sleek, feature-rich, handover device that’s newest
member of countertop portfolio
an addition to Vx Solutions
• Vx 810 DUET dynamic mini site.
Unique, graphical portal for all product
info
• Short, visual multimedia sales tool for
trade shows and sales presentations
• Sales guide offered as lead
generation tool includes both
Vx Solutions and Vx 810 DUET
product info
• Acquirer sheet and customer PPT
• Promotional e-mail template
5
Selling Guide
Photography
PAYware PC Launched to North America
All launch materials were integrated with IS
and NAFG Marketing’s regional launch
plans, show presence and ETA beta
promotion. Lead Generation Tool
Competitive Matrix
Comparison Chart
White Paper
Animated Customer Presentation
Credit Sale Demo
6
PAYware PC (North America)
PC-based Payment Powerhouse
• New Merchant and Integrator
sales sheets, white papers and
cert matrix
• VeriFone.com Web page with
lead-generation
• “Flash-like” animated merchant
PPT
• Competitive matrix
• PAYware PC vs. PCCharge
comparison chart
• FAQ
• VFI.com Web page with lead
generation
• Web promotion on VFI.com
Introduced VeriShield Protect
• Launched April 10
• HUGE press response with lots
of press coverage, including
WSJ
• Hosted external customer
webinar with over 100
customers from major oils to
large retailers to
key financial customers
• Micro-site with leadgeneration tool
• White paper
• Internal and external FAQs
• Competitive matrix
• Customer PPT with demo
7
Contactless Campaign Continued
Flash Piece
QX120 (global)
Contactless Connection
eNewsletter
Product looks slightly different
than when launched at Cartes
• QX120 promotions and
contactless internal education
• Updated acquirer and merchant
sheets
Contactless Initiative Page on
VeriWeb: New info about events,
articles, sales tools, whitepapers
and research!
• Updated customer PPT
• New multimedia piece to be
created
• Contactless webinar had 64
attendees.
• i_contactless_forum
8
New Product Photos
VeriFone.com’s QX120 Spotlight
Updated product
pages
and
Home page promotion
9
The Launch Pad eNewsletter
Bi-weekly distribution to worldwide sales and
marketing
• Product launches and initiatives
• Branding updates
• PR/communications
• Web activities and stats
• Sales/Marketing links
10
Updated Integrated Retail Brochures
Integrated Retail
Solutions brochure
(EMEA)
• New PAYware branding
and new products
• Updated look and feel
11
MX Solutions Brochure
(international)
• Includes map detailing all
device combinations
possible throughout a retail
location
• Updates PAYware branding
New VeriFone.Com
• New site launched Feb 19, 2008
• Broad scale re-build: infrastructure,
architecture, look & feel, and
maintenance
• New staff: Ryan Kramer, Online
Marketing Manager
• Initial integrated campaigns are
generating thousands of impressions
for current, key topics
• Supporting campaigns with lead gen
recommendations and content design
• IBM.com our best practice
comparison
12
Early stats for home page campaigns:
Apr 1- Apr 22 (note campaign go-live dates below)
Vx 810 DUET
Live April 15 – Clicks: 585
VeriShield Protect
Live April 9 – Clicks: 270
ETA 2008
Live April 2 – Clicks: 345
Vx Solutions
April Campaign Average:
30% of the landing page’s
traffic is driven from the
homepage. Other 70%
comes from vanity URLs or
intra-site traffic.
Since Apr 1 – Clicks: 1,202
PAYware PC
Live April 15 – Clicks: 360
Exception:
DUET = 65%
QX120
Live April 15 – Clicks: 47
13
Marketing Calendar - Q208: VFI.Com
March
VERIFONE.COM
14
April
ETA
Apr 15-17, NAFG
Web site launch
Feb 19
Markets Mtg
Mar 26-27, ATL
Vx 810 DUET
PAYware PC
QX120
VeriShield Protect
LAUNCHES
MILESTONES
EVENTS
February
Home page:
1) Vx Solutions
2) Corp
3) Retail
4) Security
Home page:
1) Vx Solutions
2) Corp
3) Retail
4) Security
Home page:
1) Vx Solutions
2) ETA, Apr 1
3) VeriShield Protect, Apr 9
4) Vx 810 DUET (mini site), Apr 15
Spotlight: PumpPAY
Spotlight: Restaurant
Spotlight: PumpPAY
Spotlight: Restaurant
Spotlight: QX120
Spotlight: PAYware PC
Traffic up 10% from same period last yr:
83,910 Unique Visitors Feb - Apr 08
Does not Include VFI Traffic
Shows an
improvement in
content relevance and
longer time on site
15
Initiated campaign support two weeks
after launch: ETA Pages, live Apr 2
This row of content
added at start of
ETA (4/15)
16
VeriShield Protect pages live April 9
Call to Action
17
Vx 810 DUET Campaign live April 15
Flash Site
18
Regional support includes:
Localized Content
China
Spain
Italy
19
Regional support includes: trade show
promotion planning and email marketing
• Retail Solutions 2008,
London
• NAFG email support
• NRA home page
promotion
20
Regional support includes: trade show
promotions and event registration
• Italy promotion:
Cards 2008, Rome
• Dubai Registration
Site
21
Recent Press Releases
• 05/19/2008 OSI Selects VeriFone’s Secure ON THE SPOT Vx 670 Payment
System for Carrabba’s Italian Grill
• 05/13/2008 VeriFone Further Expands into West Africa
• 05/05/2008 VeriFone Brings Breach Protection to Petroleum Retailers
• 04/17/2008 VeriFone Announces Preferred US Reseller Program
• 04/15/2008 VeriFone Announces PAYware PC for Next-Generation
Payment Acceptance
• 04/15/2008 VeriFone Introduces Vx 810 DUET with Innovative Dual-User
Design for Merchant and Customer Use
• 04/10/2008 Family Dollar Opts for VeriFone’s MX830 and VeriShield
Protect
• 04/09/2008 VeriFone Introduces VeriShield Protect: Secures Consumer
Card Data Even When Retailer Systems Are Breached
• 04/08/2008Credibanco Orders 18,000 VeriFone Payment Solutions
• 03/05/2008Hang Seng Bank Selects VeriFone Contactless Solutions
• 02/28/2008VeriFone Announces Retail Banking Distribution Agreement
with BLM Technologies
• 02/21/2008VeriFone Supplies Bank of China with Payment Solutions
22
Press Releases: What do we consider newsworthy?
1. Customer Win
1.
2.
3.
4.
BRAND
$ Amt or Value
Project (FIMPE)
Competitive Win
2. Product, Solution or Initiative Launch
VeriFone Launches ON THE SPOT
VeriFone Launches MX Solutions
VeriFone Launches
3. “Firsts”
“Our analysis shows
that press releases
citing a customer
win produce 3
TIMES the
coverage of a press
release without a
customer tie.”
First PCI Cert
First Wireless
First to Market
4. Investor Relations & SEC Requirements
Acquisitions, Filing
23
Current Media Relations Campaigns
Consumer/Investor Campaigns:
• North America Pay at the Table
• VeriFone Transportation Systems – NYC & Philly
Taxi
• Secure PumpPAY
Initiative Campaigns:
• Contactless Installations (Hang Seng in Hong Kong)
• New Product Installs (DUET, OP4100, Vx810, MX)
• Security & Wireless (PATT)
24
Success Stories
• New Product
• Unique Installation
• New Market
• Initiative
– Contactless, Unattended, etc.
• Solution Story
• ROI/Problem Solving
25
Example:
Case Study on Contactless in Mexico
At the Speed of Light
Contactless Improves Checkout Times and
Drawer Accuracy for McDonald’s Mexico
View the Case Study >>
26
Example:
Case Study Mini Site
Contactless Delivers
Bottom-line Results
Lead
Gen
Checkout Times and Drawer Accuracy Improve
Overview
Mini
Site
Menu
Why Contactless?
Integration
Behold the Power of Contactless
VeriFone is working to protect your contactless investment
with standard application protocols on all of our
contactless solutions moving forward. Our "futureproofing" development makes our solutions ready for the
latest payment innovations.
Adding contactless payment to the point of sale offers
significant advantages for quick service restaurants, drug
stores, supermarkets, gas stations, movie theatres, sports
venues and other establishments where speed and
convenience are crucial to maintaining customer loyalty
and maximizing revenue during peak hours.
27
Partner
Find Out More
Example:
Localized eNewsletter & Promotion
28
Additional Tools
29
Image Library
Case Studies
verifone.com/imagelibrary
verifone.com/casestudies
Focus 2H FY08
• Lead VeriFone’s online marketing efforts
– New website and platform for lead generation and program tracking
– Work closely with regions to support local campaigns
• Develop global demand generation campaigns
– Implementation of Marketing CRM – database and email tool
• Launch products and solutions with integrated campaigns
– Product launch calendar
– More INTEGRATED campaigns
• Develop global training programs
– Online “Worldwide Sales Meeting”
• Launch new global campaigns
– Contactless, VeriFone Edge, Wireless, etc.
30
Upcoming Programs – Q3 & Beyond
• CRM – Database & email marketing tools
• VeriFone Edge Campaign
• Product & Solution Launches
• Online Marketing Campaigns
• Virtual WWSM
31
CRM
• Working with IT to add
Oracle CRM solution to
VeriFone platform
• Will include an email
marketing solution,
contact databases, lead
management tools,
campaign management,
and eventually sales
activity & analytics.
32
VeriFone EDGE: Campaign to focus Q3-Q4 sales
messaging
33
The EDGE Campaign Deliverables
1. Develop broad based campaign theme.
2. Create graphics to support the campaign.
3.
FrameEDGE:
the corporate
overview with the theme.
VeriFone
Work Plan
4. Test messaging in Dubai.
5. Create a contest to have worldwide sales validate
the campaign proof points.
6. Update the current corporate video to reflect the
theme.
7. Determine if additional collateral is need to support
the campaign.
34
3Q08 Launch Calendar
Kiosk Europe
Retail Solutions
Contactless internal
education
Leadership Academy
webinar: NFC
ongoing
5.13
Vx 700 preview
Europe
Kiosk
MX710 preview
Europe
Kiosk
Unattended initiative
35
ongoing
MX Solutions and
Retail
Solutions MX860 international
launch
Leadership Academy
Webinar: PAYware
6.11
Contactless internal
education
ongoing
Software messaging
6.11
Unattended initiative
ongoing
Security leadership
ongoing
VeriShield Retain
TBD
Leadership Academy
Webinar: Terminal Mgmt
TBD
Contactless internal education
ongoing
Unattended initiative - ongoing
Security leadership - ongoing
VeriCentre 3.0
TBD
Marketing Calendar – Q308: VFI.Com
MILESTONES
Kiosk Europe
May 6-8, EMEA
IS Customer Forum
May 18-21
Vx 700
MX710
VERIFONE.COM
36
NRA
May 17-20, NAFG
LAUNCHES
EVENTS
May
June
July
Retail Solutions
Jun 24-26, EMEA
U.S. Shutdown
Jun 30-Jly 4
PAYware PC Campaign
Mid June-Mid Aug
MX 860 (Int’l)
Home page:
1) Retail Solutions (EMEA, May 26)
2) NRA (May 6)
3) VeriShield Protect
4) Vx 810 DUET (mini site)
Home page:
1) Retail Solutions (EMEA)
2) Case history (TBD)
3) Vx 810 DUET (mini site)
4) PAYware PC (IntSys)
Home page:
1) Software (LAC event-TBD)
2) China (Asia-Pac)
3) Case history
4) PAYware PC
Spotlight: QX120
Spotlight: PAYware PC
Spotlight: MX 860
Spotlight: VeriShield Protect
Spotlight: MX 860
Spotlight: Vx 810 DUET
Virtual “World-wide Sales Kickoff 2009”
• Goal: Provide worldwide training and corporate
communication
• Proposed 2009 Sales Kickoff
– Product Training
• Region-specific in-depth product training to take place at sales/staff meetings
– Corporate Messages
• ½ day Executive Video Conference
–
–
Doug (VFI Vision), (Financials), Paul (Global Product Strategy) Bill N (Corporate Marketing Message), Other as
needed
Host at large site facility first week of November
– Awards presentation
• Include brief awards presentation in Video Conference
– Product Training
• Recorded Webinars on product and solution topics
37
Call to Action!
• VeriFone Edge Campaign
– Carry out the message to your customers – Deliver the EDGE
– Provide feedback and deliverables
• Product & Solution Launches
– Use the tools! What do you like? What else do you need?
– Provide us with success stories!
– Follow up on leads.
• Public Relations & Success Stories
– PR’s & Success Stories – WE NEED YOU!
• Online Marketing
– Promote our website; drive customers to the site.
– Ask for YOUR content; Promote YOUR events.
38