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Table of Contents

Lead Story

All aboard the processing train

News

Industry Update

Credit card spending increases

Reading the tea leaves on Apple and NFC

Weighing in on alternative payments

Trade Association News

Features

GS Advisory Board:
Game changers for 2011 - Part 2

ISOMetrics:
Salaries in the payments industry

A checklist for advertising effectiveness

Selling Prepaid

Prepaid in brief

Rewards expand with BillShrink

The value of stored-value for ISOs and merchants

Views

Bold steps needed on fraud front

Patti Murphy
The Takoma Group

Retaining merchants during a portfolio acquisition

Daniel Federgreen
Analyst

Education

Street SmartsSM:
POS systems, yea or nay?

Ken Musante
Eureka Payments LLC

Selling in the digital age

Dale S. Laszig
Castles Technology Co. Ltd.

The decreasing primacy of price

Theodore Svoronos
Merchant University

Referrals: Do you play the numbers game?

Bill Pirtle
MPCT Publishing Co.

Marketing basics

Nicholas Cucci
Network Merchants Inc.

Company Profile

VeriCheck Inc.

New Products

Upward mobility, no strings attached

Pay Anywhere
North American Bancard

An app to cinch the deal

POS Portal Mobile App
POS Portal Inc.

Inspiration

The fine art - and science - of selling

Departments

10 Years ago in
The Green Sheet

Forum

Resource Guide

Datebook

Miscellaneous

2011 Calendar of events

A Bigger Thing

The Green Sheet Online Edition

February 28, 2011  •  Issue 11:02:02

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Forum

Can celebs add pizzazz to prepaid cards?

I'm helping a retailer who's really interested in celebrity-branded prepaid cards. Her business caters to teens and young adults, so it seems like a potential fit. But it seems such cards never last very long.

Melanie Tyler
Tyler Merchant Advisors

Melanie,

You are right. Celebrity prepaid cards haven't enjoyed longevity in the marketplace, not yet anyway. The latest example is the Kardashian sisters' card, which was introduced in November 2010 and cancelled less than a month later. This card apparently had a hefty annual fee in addition to a monthly fee, and this generated negative press at a time when the bankcard industry is under more scrutiny than ever on the part of legislators.

However, the prepaid industry is highly innovative, and a celebrity (affinity) card with staying power could come along. To keep tabs on developments in the prepaid market, visit SellingPrepaid.com, our website devoted to that sphere. In the left-hand column of our home page, we post press releases describing the latest developments in prepaid. We also publish Selling Prepaid E-Magazine twice monthly, which covers emerging industry trends. If a celebrity card does take hold, we'll be writing about it.

Editor

Should I go social?

With the prevalence of social networking, how are payment pros using those avenues to attract new customers and strengthen relationships with merchants that are already in their portfolios? It seems this would be useful, maybe even necessary, for attracting younger business owners. I haven't tried it yet, though.

Carl Folger
Your POS Merchant Services

Carl,

We have noticed an increasing number of readers are adding social networking initiatives to their marketing plans. We have no data on this broken down by merchant age, but it seems logical that younger merchants would mirror their age demographic in terms of comfort with and preference for various social networking and mobile forms of communication.

We have published several articles on social networking written by industry experts as well as in-house staff. If you're interested in marketing in this arena, the following articles from our archives may help you get started:

Best of luck with your expanded marketing endeavors.

Editor

A suggestion

As a long-time fan of The Green Sheet, I know your readers are on the hunt for new marketing vehicles. I'd like to suggest they ask merchants who are satisfied with their services to give them positive reviews on websites like Yelp and CitySearch. And, if payment pros have had positive experiences with their merchants' products and services, they could reciprocate by writing reviews on the same sites themselves.

Sam T. Ramirez
Two Brothers Payments Consulting

Sam,

We haven't run across this idea before. It seems, as long as the parties stick with the truth, it could be mutually beneficial. Thanks for the suggestion.

Editor

Call us, write us

Would you like us to cover a particular topic? Is there someone you consider an industry leader? Did you like or dislike a recent article in The Green Sheet? What do you think of our latest GSQ? Email your comments and feedback to greensheet@greensheet.com or call us at 800-757-4441.

Notice to readers: These are archived articles. Contact names or information may be out of date. We regret any inconvenience.

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