Our marketing efforts are designed to promote our product and service offerings,
create customer loyalty, introduce new customers to our brands and create cross-selling
opportunities. In most of our markets, we utilize mass-media advertising including
flyers, direct mail, outdoor advertising, internet advertising, including search
engine optimization, and leads acquired from third party lead generation sources,
yellow pages and radio and television advertising. We also utilize point-of-purchase
materials in our retail locations and in-store marketing programs and promotions.
Local marketing initiatives include sponsorship and participation in local events
and charity functions to enhance brand awareness.
We develop our marketing strategies based in part on results from consumer research
and data analysis and from insights gained from phantom-shopper programs. We
are continuously testing new ways of communicating and promoting our products
and services, which include direct mail, online advertising, text messaging,
print advertising, and telemarketing and enhanced bilingual communications.
We serve a large and growing demographic group of customers by providing services
to help them manage their day-to-day financial needs. Our customers are primarily
working-class, middle-income individuals. Based on third-party market surveys,
we believe the following about our customers:
they have an average annual household income between $20,000 and $50,000, with
approximately 17% in excess of $50,000;
over 70% are under the age of 45;
over 50% are between 25 and 44 years of age;
approximately 50% are male;
approximately 50% have attended at least some college;
over 95% have access to the internet;
over 70% own a home computer;
over 55% have access to a computer in the workplace; and
approximately 75% have access to a checking account and choose to use our services
as a means of managing their financial needs.
Our customers generally are underserved or unserved by the traditional banking
system and choose alternative solutions to gain convenient and immediate access
to cash, consumer loans, prepaid debit cards, money transfers, bill payments,
insurance, and money orders. We believe that our customers use our financial
services because they are quick, convenient and, in many instances, more affordable
than available alternatives. Additionally, we provide them with a safe, welcoming
environment to use our services.
