Will DOUUGH Rise. Or is it toast?, page-309

Below is from the prospectus regarding their marketing strategy. The prospectus is really worth delving into IMO, plenty of useful information abounds.

Marketing
Douugh’s initial target market are tech-savvy Millennials, with a specific focus on the HENRY’s
segment (High Earners Not Rich Yet), and ‘tech-savvy early adopters’ who are more aware of
emerging technology, are heavy App users and are aware of the neobank and robo-advisory
space. This segment is ready to plan for their future and start accumulating wealth. After
launching, Douugh will expand its target demographic to include the 35-44 year age bracket.
Douugh’s key customer acquisition strategy is to build momentum in it’s member referral
campaign to drive viral adoption of the mobile App. Existing Douugh members will be
encouraged to share their experience of Douugh with others via a referral link, prompting their
friends and family to sign up to Douugh in return for a incentives credited to their Douugh
account.
Other marketing strategies Douugh will use include:
• Premium Branding will ensure that Douugh is perceived as a high quality consumer
technology company.
• Digital Marketing via ad network content, paid media, search engine marketing and social
media ads which will showcase how Douugh helps customers live financially healthier lives.
• PR and Communications by partnering with industry experts and organisations and
becoming an active commentator and thought leader in the Fintech/Neobank space.
• Customer Campaigns to drive increased deposit volumes by encouraging payroll deposits
and any other payments into customers’ Douugh transaction account and cross-sell
campaigns for new product and vertical launches.
• Influencer Programs whereby Douugh will partner with consumers and industry influencers
to promote Douugh.