When Better Sales Better World Marketing with

When Better Sales = Better World Marketing with a Cause to Create Buzz, Traffic, Conversion and Lifetime Customers June 4, 2008 Online David Yaskulka President Blueberry Consulting Jennifer Ibarra Marketing Manager e. Bay Giving Works david@blueberryconsulting. com jibarra@ebay. com

What Is “Cause Marketing”? “(A) strategic positioning and marketing tool that links a company or brand to a relevant social cause or issue, for mutual benefit. ” Brand Spirit, How Cause Related Marketing Builds Brands Hamish Pringle and Marjorie Thompson 2 Blueberry Consulting, proprietary and confidential

Some Popular Campaigns 3 Blueberry Consulting, proprietary and confidential

Retailer Examples 4 Blueberry Consulting, proprietary and confidential

Retailer Examples 5 Blueberry Consulting, proprietary and confidential

Retailer Examples 6 Blueberry Consulting, proprietary and confidential

Retailer Examples 7 Blueberry Consulting, proprietary and confidential

Retailer Examples 8 Blueberry Consulting, proprietary and confidential

Cause Marketing Consumer Impact Americans’ expectations of retailers are at an all time high: • 83% say companies have a responsibility to help support causes • 92% have a more positive image of a company that supports a cause they care about. • 87% are likely to switch from one brand to another (price and quality being about equal) if the other brand is associated with a good cause (in 1993, just 66% said they would be likely to switch) Source: Cone Opinion Research Poll, “Americans Scrutinize Business Practices in Deciding What to Buy” July 2007 9 Blueberry Consulting, proprietary and confidential

Cause Marketing SMB Challenge Global retailers partner with global nonprofit brands • High cost ($100, 000+), wide audience Local retailers partner with local nonprofit brands • Modest cost, narrow audience Where does that leave an e-commerce SMB? • Answer: behind! e. Bay solution • Top nonprofit partners for SMBs • Brand shine and customer loyalty • Magic of auction format for charity • Secret tonic for worried suppliers 10 Blueberry Consulting, proprietary and confidential

e. Bay Giving Works www. ebaygivingworks. com “e. Bay Giving Works makes it seamless to incorporate cause-marketing into your business strategy. ” Will Huynh Chief Operating Officer Shoe Metro, shoemetro, Titanium Power. Seller 11 Blueberry Consulting, proprietary and confidential

e. Bay Giving Works e. Bay promotions • • • PR Homepage Emails Category What Gives & much more e. Bay search • Charity icon, filter, portal, etc. High profile auctions • Leno, Buffet, etc. Nonprofit promotion 12 Blueberry Consulting, proprietary and confidential

Participating Nonprofits Plus 13, 000 More 13 Blueberry Consulting, proprietary and confidential

Fee Credit Policy e. Bay credits Insertion and Final Value Fees back to you, by a percentage equal to the percentage of the final sale price that you had elected to donate E. g. , a 10% for charity item that sells, e. Bay will credit 10% of these fees back to you Credits will be reflected on your invoice within approx. 6 -8 weeks after your listing ends Visit www. ebaygivingworks. com/feecredit to learn more “Baby boomers especially find it important to shop with businesses that give back… There is a … piece of jewelry… and four are listed on e. Bay. Which one will you pick? The one with the charity element. e. Bay Giving Works affords you the opportunity to support what you believe in and tell the world about it. ” —Tracy Janik, Owner, AJ Raefields Jewelry Designs (multiple Power. Seller IDs on e. Bay, and thousands of e. Bay Giving Works listings) 14 Blueberry Consulting, proprietary and confidential

Traffic Drivers: High Profile Events Highlights 15 Blueberry Consulting, proprietary and confidential Link to ALL listings benefiting this nonprofit (including yours)

e. Bay Homepage Promotions 16 Blueberry Consulting, proprietary and confidential

Spotlight on a Cause Promotional opportunities 17 Blueberry Consulting, proprietary and confidential

e. Bay Cause Marketing Impact Early tests show that e. Bay Giving Works cause marketing auctions have more bids and higher ASPs Sellers are reporting: • • Greater consumer satisfaction and loyalty Greater employee satisfaction and motivation New customers Higher ASPs and CR. “My company is Sanderscc. com, an authorized Disney Fine Art Gallery, just started using e. Bay Giving Works … We have increased the awareness of our product and also assisted in giving thanks to our local community. It is great to support your favorite causes! It's as easy as creating a listing, and picking a charity to donate a percentage or the whole value to. ” —KC Sanders, sandersartstudioontheweb 18 Blueberry Consulting, proprietary and confidential

PESA Members Shine 19 Blueberry Consulting, proprietary and confidential

PESA Members Shine 20 Blueberry Consulting, proprietary and confidential

PESA Members Shine 21 Blueberry Consulting, proprietary and confidential

Web 2. 0: Social Media (this refers to your customers) 22 Blueberry Consulting, proprietary and confidential (this is where your customers refer to you)

Web 2. 0: Social Media “Oooh, blahcompany. com sells stuff! Spread the word!” (this refers to your customers) 23 Blueberry Consulting, proprietary and confidential (this is where your customers refer to you) (this is where your customers) refer to you

e. Bay Partner Network If you have your own website, why send any customers to e. Bay? • To demonstrate your world-class corporate citizenship • Showcase your cause • Make affiliate money (and e. Bay sales) How it works • • • You send people to e. Bay Those people buy things (ideally from you, but you earn either way) Earn $25 to $35 for every new active user you send to e. Bay Get 50% to 75% of e. Bay revenue on successful transactions Learn more at www. ebaypartnernetwork. com 24 Blueberry Consulting, proprietary and confidential

Blogs How do you get bloggers to write about your business? How do you get people to read your blog? Answers: • • Do/say something interesting Do/say something they care about 25 Blueberry Consulting, proprietary and confidential

Face. Book Use the Causes application Post your charitable listings to the Cause page, and to your profile Send it out to your network 26 Blueberry Consulting, proprietary and confidential

Best Practices Choose the right nonprofit partner • resonate with your brand inspire your customers Choose the right time • follow the traffic! • e. Bay promotion • High profile agency promotion • Corporate promotion • Nonprofit promotion Choose the right donation • • 10% for commodities (most items) 100% for PR items 27 Blueberry Consulting, proprietary and confidential Choose the right product ASP range • Don’t forget $5 min. donation Choose the right channel strategy • • e. Bay cause marketing CAN link from web site Don’t forget the affiliate program Tell your customers • • 77% of shoppers want companies to do more to tell them about the causes they are supporting Go 2. 0 !!!

Summary of Benefits Increased Visibility • • • Ribbon icon in search results Spotlight on a Cause and other e. Bay marketing High profile auction and nonprofit traffic Stakeholder and Customer Loyalty • • Consumers want to shop for a cause Employees, suppliers, and owners want to be associated with a cause Brand Shine • Differentiate from the competition in the most positive light • Demonstrate brand leadership Improved Profitability • • • More bids, higher ASPs, better conversion, higher velocity Reduced listing fees Tax receipts for donations Word of Mouth, Buzz 28 Blueberry Consulting, proprietary and confidential Plus it’s an amazing way to make a difference! Not only do you do well by doing good; you do more and more good by doing well.

Questions, Comments, Contact Thank you for attending! e. Bay Giving Works (www. ebaygivingworks. com) givingworks@ebay. com David Yaskulka blueberry consulting (www. blueberryconsulting. com) david@blueberryconsulting. com 29 Blueberry Consulting, proprietary and confidential