Building Partnerships with Major Brands to Influence and Support

Positive, Healthy Actions

Morley Ivers, COO, DailyFeats Inc.@morleyivers

morley@dailyfeats.com

Reward Partnerships Are Not New Doing It To Drive Better Health Is….

The average American is a member of 18 different loyalty programs

(Colloquy, April 2011)

“The total stock of unredeemed frequent-flyer miles is now worth more than all the dollar bills in circulation around the globe.”

(Economist, 1/6/05)

Over$9 billion of points were sold in 2010 to encourage purchases

(Colloquy, April 2011)

1982: Get people to fly more 2007: Get people to do environmentally friendly actions

2011: Get people to live healthier and happier lives

Why Should You Consider Developing Partnerships To Impact Health Care?

MegaphonesOver 2 billion loyalty cards inAmerica (Colloquy, 2011)

Big ProblemsWe face problems that threatenthe foundations of our society

OpportunityThrough purposeful action, enmasse, we can change ourbehaviors and solve theseproblems

The Formula For Success In Partnering To Encourage Consumer Behavior Change=Motivation + Ability + Trigger

Motivation: Explore your prospective partner’s own needs and create an environment where everyone

wins

Ability: Make your business part of your prospective partner’s business

Trigger: Create a sense of urgency by inviting partners to join you at the foundation level

We are at war.

Our Enemy Lives in Every Home

And on over 80 million computers

This is DailyFeats

DailyFeats’ MissionTo spur positive actions among people

Lessons Learned From 6 Months Effort in Partnership Development

Lesson 1:

• Brands’ motivation stems from their purpose. Did you know that each and every billion dollar brand at P&G has a purpose?

• Find what matters to them and let them lead

Surprise: commercial brands can push you in unexpected, positive directions

We presented some straightforward, obvious feats to Monster’s executives...

!careerplan!updateresume

Surprise: commercial brands can push you in unexpected, positive directions

...and they responded with a push for innovation

Brands are motivated by purpose

Mobile health is a huge opportunity for brands toexpress purpose in new ways

Create opportunities for them to share theirmotivation, explore it, and embrace it

Successful partnerships do this together, recognizingthe innate motivation that drives the brand’s actions

Nonprofits are motivated by purpose too

Lesson 2:

• Brands’ ability is defined by measurable returns

• Create real value that is both qualitative and quantitative

Challenge: Pharmacy partner demands ROI – Increase Average Basket Size of ~$12.50

1. Customer has been incentivized to take a positive action2. Brand has built affinity with that action Qualitative3. Member redeems points earned from positive action for $5

off $25 or more Doubling Partner’s average basket size

Unlock Value When everyone benefits

Brand Partners• Gain heartfelt affinity towards positive actions• ROI through rewards• Competitive advantage in marketing

Members • Build a better, healthier life• Enjoy rewards

DailyFeats• Succeeds at its mission

Lesson 3:

• Brands’ best triggers are opportunities for greatness

• Make the stakes high to create urgency

Inspiration: imagine the possibilities

Reduce obesity

Create employmentopportunities

Build civic engagement

Inspiration: causing real-life behavior change

Inspiration: causing real-life behavior change

Hint: brands are motivated by purpose

Purpose should be greater than, but must include,benefit to the brand

They’re driven to achieve greatness

So the trigger is more effective when the stakes arehigh: our lives and livelihoods hang in the balance

Summary

Behavior = Motivation + Ability + Trigger

Motivation: your partner’s purpose• Explore it with them, let them lead

Ability: your partnership’s financial sustainability• Create ROI, benefit everyone involved

Trigger: your shared mission• Show a big opportunity, make it urgent

Thank You

Morley Ivers

morley@dailyfeats.comTwitter: @morleyiversMobile: (917) 992-9232