Dympol hopes it can catch you at your next checkout for online purchases. The company has created a way to let charities and businesses deliver a final pitch to upsell you to a donation just before you pay for something online.
It’s another example of physical marketing — like all the goods that you can purchase at the checkout stand in a supermarket — being applied to the online market. Dympol calls it “Charitable Checkout,” a service that makes it easy to raise money for charitable causes during online checkout.
Upselling is a pretty old technique in e-commerce checkouts. But Dympol hopes to spice it up by getting celebrities who you know and like to make a personal pitch for you to donate to a cause. The company uses its Dympol E-Commerce Sponsorship Platform to deliver coupon offers and other pitches during online checkout.
The company was founded by Jay Ziskrout, chief executive, and co-founder of the band Bad Religion.
“What we are doing is connecting brands with target consumers as they are buying personally meaningful things and when they are in a mood to spend money,” Ziskrout said in an interview.
The band Switchfoot will use the Charitable Checkout during checkouts for its annual Bro-Am Festival. The Hurley division of Nike has committed to provide more than $100,000 in gift card incentives, and another major sponsor may join shortly.
Combining the charitable pitch with celebrities or known brands that are relevant to the consumer is a good approach, since brands spend about a third of all marketing dollars on getting people to like them. Brands tend to plaster brand imagery around everything people care about so the brand image benefits by association.
But Dympol says its e-commerce platform is a superior approach that combines the relevance of something like Google AdWords with the engagement of branded entertainment and the accountability of performance marketing. It catches users as they are ready to spend money by delivering a “personally meaningful” connection with someone, like a celebrity making a direct pitch for a charity. Conversion rates (the percentage of people who accept the offer to donate) can be as high as 20 percent, far above the usual upsell benchmarks.
With Charitable Checkout, a celebrity can appear in a video, offering to match donations made by their fans. When fans give, they can get brand-sponsored gift cards of equal or greater value to the donation. Social components and a Facebook app complete the process, allowing customers to share their donations. Dympol thinks it will work better because its e-commerce offers are closely tied to metrics.
Besides offering Charitable Checkout, Dympol also offers something it calls Cheaper Checkout. There, brands can offer a coupon at checkout. Advertisers pay for the ad when users accept the discount offer. The Dympol platform can also be inserted in non-e-commerce systems, such as a Facebook page or a blog.
The company has four employees and was founded in 2008. Dympol competes with other branded advertising as well as with performance marketing firms such as TrialPay. Dympol has raised $400,000 in seed funding from Jeffrey Ubben, chief executive of Value Act Capital and former chairman of Martha Stewart Omnimedia. Other investors include company principals and advisors.
More deals are in the pipeline with talent agencies, management companies, and broadcast networks. That will give Dympol access to rosters of music artists, athletes, and personalities. The company is currently raising a new round of funding.
T-Mobile introduced a new Android application on Wednesday called “More for Me.” The app offers T-Mobile customers with phones running Android 1.6 or later, daily deals based upon their preferences, location, and interests. Discounts are provided by sites such as LivingSocial, which is available in more than 260 markets, but there are also exclusive discounts from T-Mobile or its partners. T-Mobile customers simply need to install the T-Mobile More for Me app from the Android Market to get started. Read on for the full press release.
T-Mobile Launches More for Me — Combines Daily Deal Offers Into One Easy Place for Consumers
The beta version of the T-Mobile More for Me application for Android provides personalized offers, discounts and deals to consumers on any mobile operatorBELLEVUE, Wash. — June 15, 2011 — T-Mobile USA, Inc. today announced More for Me™, a nationwide aggregation service that offers consumers the best in daily deals. The service is completely free. Beginning today, consumers using nearly any Android™-powered smartphone can download the beta version of the T-Mobile More for Me application from Android Market™ to get the best and timely offers, discounts and deals from some of the biggest names in daily deals tailored to their preferences, location and interests.
More for Me is the first nationwide daily deal aggregation service of its kind from a national wireless carrier. Discounts and deals are generated from popular social buying sites, such as LivingSocial – the online source for handpicked experiences at a great value – as well as exclusive offers from T-Mobile and its partners. Customers can get discounts on a wide variety of products and services, making it easier than ever for people to save money while on the go.
“Consumers are constantly looking for ways to save money and are turning to social buying apps in droves,” said Brad Duea, senior vice president, value added services marketing,
T-Mobile USA. “With T-Mobile’s More for Me application for Android smartphones, we’re bringing together the leading daily deal sites into one easy-to-navigate place so consumers spend less time searching and more time saving.”The T-Mobile More for Me application is customizable, enabling consumers to find the most relevant deals, closest to their exact location. Users have the opportunity to see deals from a variety of retailers, in nearly any city, with many deals tailored to meet their specific interests and preferences.
“LivingSocial works directly with merchants in all of our 260+ global markets to craft great deals that drive our valuable members through their door,” said Jake Maas, senior vice president, corporate and business development, LivingSocial. “We are excited to bring our handpicked experiences to the millions of consumers who will enjoy T-Mobile’s new More for Me app.”
T-Mobile Android customers, and anyone with an Android-powered mobile phone using Android 1.6 or higher, can download the More for Me application from Android Market for free today.
In partnership with Out There Media, a global leader in mobile advertising, T-Mobile will expand More for Me to reach virtually all of its customers, regardless of phone type, by offering them the option of receiving free text messages of exclusive offers, discounts and deals. The T-Mobile More for Me application is also expected to be built for other popular mobile operating systems later this summer.
In both the application and opt-in text message experience, T-Mobile More for Me enables consumers to specify their interests and demographic information in order to receive the most relevant offers, deals and discounts.
More information on the T-Mobile More for Me application is available at https://market.android.com/details?id=com.tmobile.moreforme.
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