Merchant Marketing Guidelines. Last updated May 24, 2017

Transcription

1 Merchant Marketing Guidelines Last updated May 24, 2017

2 Table of contents Introduction On-Site Placement Off-Site Marketing 4 Getting Started 9 Home Page 16 General 10 Product Gallery 17 General Tile Branding Product Page Cart Page % 0% Tile 6 Affirm Logo 13 Payment Page 20 Abandoned Cart 7 Logo Colors & Sizing 14 Learn More Modal 21 Abandoned Cart Tile 22 Social Media Taglines 2

3 Introduction 3

4 Getting Started Affirm s Merchant Marketing Guidelines provide you with approved messaging and assets to use when promoting Affirm on your website, in s, and on social media. Based on our experience, the recommendations included here strike an optimal balance of effectiveness, clarity, and compliance. We encourage you to promote Affirm, as educating shoppers about Affirm throughout the funnel maximizes the conversion and AOV benefits of our partnership. Compliance note: Affirm is required to meet certain regulatory obligations, including compliance with applicable credit advertising laws, regulations, and guidance (e.g., the Truth in Lending Act, Dodd-Frank Act, and FTC guides). Given your partnership with Affirm, it is critical that you follow the Merchant Marketing Guidelines to help ensure these regulatory obligations are met. GUIDELINES Accuracy: Always make sure that the Affirm terms, features, and offers you advertise accurately reflect what you re currently offering to your customers. Approved Messaging: When you strictly adhere to these guidelines, no special approvals are required. Custom Messaging: If you prefer to use custom messaging not included in these guidelines, or if you d like to use the included messaging in excerpted form or in any form not explicitly conveyed in these guidelines, you ll need to obtain prior written approval from Affirm and allow up to 10 business days for Affirm to review your messaging. Please submit your proposed marketing or promotional materials to merchanthelp@affirm.com for approval. This is important for a number of reasons, including satisfying your contractual obligations with Affirm and helping ensure compliance with credit advertising laws, regulations, and guidance. Rates & Terms: These guidelines reflect the standard rates and terms Affirm offers customers. If your customers are offered different rates or terms as agreed upon by you and Affirm, please insert the appropriate rates or terms. Affirm Logotype: We strongly encourage use of the Affirm logotype wherever you mention Affirm. Disclosure Text: Whenever disclosure text is required, it must be displayed in a font and color that is easy to read, and at a minimum of size 10 font. Questions: If you have any questions about these guidelines, please contact merchanthelp@affirm.com. 4

5 Branding 5

6 Affirm Logo When you reference Affirm on your site, please follow these guidelines. AFFIRM LOGOTYPE There are four Affirm logotype colors for you to choose from: Indigo, Black 100, Black 80, and White. AFFIRM SYMBOL There are four Affirm symbol colors for you to choose from: Indigo, Black 100, Black 80, and White. 6

7 Logo Colors & Sizing When you reference Affirm on your site, please follow these guidelines. AFFIRM LOGO COLORS Affirm's Indigo and Black 100 are our primary colors, and we ask that you use them in almost all cases. AFFIRM LOGO SIZING We ask that you avoid making the Affirm logotype and symbol smaller than the following sizes: Indigo #0FA0EA R: 15 G: 160 B: 234 Black 100 #23292F R: 35 G: 41 B: 47 54px 16px 18px 18px Black 80* # R: 73 G: 86 B: 98 Black 50* #9DA6B0 R: 157 G: 166 B: 176 White** #FFFFFF R: 255 G: 255 B: 255 * In some cases, Black 80 or Black 50 may be approved for use by Affirm s Merchant Success team (i.e., for product page messaging). ** In some cases, White may be used (i.e., for dark website backgrounds). For more information, please contact merchanthelp@affirm.com. 7

8 On-Site Placement 8

9 Home Page Showcasing Affirm on your home page is a great way to engage window shoppers and boost AOV for committed shoppers. Note: "" must be underlined and hyperlinked to Affirm s Learn More modal window, which contains important information and required disclosures. See page 14 for more information about the modal window. Shop now, pay later with APPROVED MESSAGING OPTIONS 1. Split your purchase into easy monthly payments with [Affirm logotype] 2. Make easy monthly payments with [Affirm logotype] 3. Split your purchase into 3, 6, or 12 easy monthly payments with [Affirm logotype]. Rates from 10 30% APR. MERCHANT IMAGE MERCHANT IMAGE Shop now, pay later with Make 3, 6, or 12 monthly payments. Rates from 10 30% APR. 4. Make easy monthly payments over 3, 6, or 12 months with Affirm. Rates from 10 30% APR. 5. Select [Affirm logotype] at checkout to split your purchase into easy monthly payments. MERCHANT TILE MERCHANT TILE MERCHANT TILE MERCHANT TILE MERCHANT TILE MERCHANT TILE 6. Select [Affirm logotype] at checkout to make easy monthly payments. 7. [Buy/Shop/etc.] now, pay later with [Affirm logotype] Optional supporting copy: Split your purchase into easy monthly payments. MERCHANT IMAGE Make easy monthly payments for your purchase. Split your purchase into 3, 6, or 12 monthly payments. Rates from 10 30% APR. Make 3, 6, or 12 monthly payments. Rates from 10 30% APR. MERCHANT TILE MERCHANT TILE Shop now, pay later with Make easy monthly payments for your purchase. 9

10 Product Gallery Affirm messaging on your product gallery pages helps drive higher cart values. Note: "$[X.XX]/month" or "Monthly Payments" must be underlined and hyperlinked to Affirm s Learn More modal window, which contains important information and required disclosures. See page 14 for more information about the modal window. APPROVED MESSAGING OPTIONS 1. As low as $[X.XX]/month 2. Starting at $[X.XX]/month 3. Monthly Payments Available with Affirm PRODUCT IMAGE PRODUCT IMAGE PRODUCT IMAGE 4. Affirm Monthly Payments Available $ $ $ As low as $[X.XX]/month As low as $[X.XX]/month As low as $[X.XX]/month PRODUCT IMAGE PRODUCT IMAGE PRODUCT IMAGE $ $ $ As low as $[X.XX]/month As low as $[X.XX]/month As low as $[X.XX]/month 10

11 Product Page Affirm messaging on your product pages helps drive higher cart values. Note: "" must be underlined and hyperlinked to Affirm s Learn More modal window, which contains important information and required disclosures. See page 14 for more information about the modal window. APPROVED MESSAGING OPTIONS 1. As low as $[X.XX]/month with [Affirm logotype] 2. Starting at $[X.XX]/month with [Affirm logotype] 3. Monthly Payments with [Affirm logotype] 4. [Affirm logotype] Monthly Payments PRODUCT IMAGE [Merchant product] $ ADD TO CART As low as $[X.XX]/month with 11

12 Cart Page Affirm messaging on your cart page helps boost conversion. Note: "" must be underlined and hyperlinked to Affirm s Learn More modal window, which contains important information and required disclosures. See page 14 for more information about the modal window. APPROVED MESSAGING OPTIONS 1. As low as $[X.XX]/month with [Affirm logotype] 2. Starting at $[X.XX]/month with [Affirm logotype] YOUR CART PRODUCT [Merchant product] Quantity: 1 $ Remove YOUR CART PRODUCT Monthly Payments Available [Merchant product] Quantity: 1 $ Remove 3. Monthly Payments Available with [Affirm logotype] 4. [Affirm logotype] Monthly Payments Available [Merchant product] PRODUCT Quantity: 1 Subtotal: $ Estimated Total: $ As low as $[X.XX]/month with $ Remove CONTINUE TO CHECKOUT [Merchant product] PRODUCT Quantity: 1 Subtotal: $ Estimated Total: $ $ Remove CONTINUE TO CHECKOUT 12

13 Payment Page Using the recommended Affirm button messaging on your payment page helps ensure that shoppers clearly understand Affirm s offering and can choose the payment method that best suits them. AFFIRM PAYMENT BUTTON OPTIONS Note: "" must be underlined and hyperlinked to Affirm s Learn More modal window, which contains important information and required disclosures. See page 14 for more information about the modal window. APPROVED BUTTON OPTIONS 1. Monthly Payments with [Affirm logotype] 2. [Affirm logotype] Monthly Payments BILLING DETAILS ORDER SUMMARY Subtotal: Shipping: Tax: Total: PAYMENT $ $10.00 $0.00 $ Dimensions: 60px x 296px Monthly Payments Monthly Payments 3. [Affirm logotype] Buy with Monthly Payments APPROVED SUPPORTING COPY OPTIONS SHIPPING DETAILS Credit card You will be redirected to Affirm to securely complete your purchase. It s quick and easy get a real-time decision! Dimensions: 30px x 148px 1. You will be redirected to Affirm to securely complete your purchase. It's quick and easy get a real-time decision! 2. You will be redirected to Affirm to securely complete your purchase. Just fill out a few pieces of basic information and get a real-time decision. Checking your eligibility won't affect your credit score. PLACE ORDER Monthly Payments Monthly Payments 13

14 Learn More Modal Affirm provides a JavaScript modal window to be displayed when customers click the "" hyperlink on your site. The Learn More modal window contains important information and required disclosures. While the messaging on this modal window cannot be modified by you, you can choose the font, text color, imagery, and logo that are displayed on the modal. For more information, please contact merchanthelp@affirm.com. + LOGO Make easy payments over 3, 6, or 12 months $[X.XX]/mo based on a purchase price of $[X.XX] at X% APR for X months. Rates from 10-30% APR. MERCHANT IMAGE Quick and easy Enter a few pieces of information for a real-time decision. Checking your eligibility won t affect your credit score. No hidden fees Know up front exactly what you ll owe, with no hidden costs and no surprises. Just select at checkout. Subject to credit check and approval. Down payment may be required. For purchases under $100, limited options are available. Estimated payment amount excludes taxes and shipping fees. Affirm loans are made by Cross River Bank, a New Jersey State Chartered Commercial Bank, Member FDIC. See for details. 14

15 Off-Site Marketing 15

16 General If you would like to send a general about Affirm to your customers, please use the approved messaging below or send your custom messaging to merchanthelp@affirm.com for review. APPROVED SUBJECT LINE OPTIONS 1. Buy now, pay later with Affirm 2. Make monthly payments for your purchase with Affirm 3. Buy now and pay over time with Affirm APPROVED HEADLINE Make easy monthly payments for your purchase Buy now, pay later with Affirm Merchant <name@merchant.com> to me Make easy monthly payments for your purchase APPROVED SUPPORTING BULLETS Quick and easy: Enter a few pieces of information for a real-time decision. Checking your eligibility won't affect your credit score. No hidden fees: Know exactly what you ll owe before you commit. There are no hidden costs and no surprises. MERCHANT IMAGE / CONTENT APPROVED FOOTER TEXT Just select [Affirm logotype] at checkout. REQUIRED DISCLOSURE TEXT Subject to credit check and approval. Limited payment options are available for purchases under $100.1 Affirm loans are made by Cross River Bank, a New Jersey State Chartered Commercial Bank, Member FDIC.2 Note: The superscripted number 1 and 2 in the Required Disclosure Text and corresponding copy below is for instructional purposes only. Do not include in s. ICON QUICK AND EASY Enter a few pieces of information for a real-time decision. Checking your eligibility won t affect your credit score. ICON NO HIDDEN FEES Know exactly what you ll owe before you commit. There are no hidden costs and no surprises. 1 If necessary, replace $100 with the smallest cart total that qualifies for all Affirm payment term options. 2 If any additional limitations apply to your customers' use of Affirm (e.g., a minimum order amount), these should be disclosed. Please contact Affirm at merchanthelp@ affirm.com for further guidance. Just select at checkout. Subject to credit check and approval. Limited payment options are available for purchases under $100. Affirm loans are made by Cross River Bank, a New Jersey State Chartered Commercial Bank, Member FDIC. 16

17 General Tile If you would like to include a tile about Affirm in an to your customers, please use the approved messaging below or send your custom messaging to merchanthelp@affirm.com for review. APPROVED SUBJECT LINE OPTIONS (OPTIONAL) 1. [Your message] and pay later with Affirm 2. [Your message] and make monthly payments for your purchase with Affirm 3. [Your message] and pay over time with Affirm APPROVED HEADLINE OPTIONS 1. [Buy/Shop/etc.] now, pay later 2. Monthly payments with Affirm [Your message] and pay later with Affirm Merchant <name@merchant.com> to me Buy now, pay later APPROVED TEXT OPTIONS 1. Make easy monthly payments with no hidden costs. 2. Split your purchase into easy monthly payments with no hidden costs. APPROVED SUPPORTING COPY Just select [Affirm logotype] at checkout and get a real-time decision. MERCHANT IMAGE / CONTENT Make easy monthly payments with no hidden costs. Just select at checkout and get a real-time decision. 17

18 0% If you re currently offering 0% Affirm financing and you d like to promote it via , please use the approved messaging below or send your custom messaging to merchanthelp@affirm.com for review. APPROVED SUBJECT LINE Buy now, pay later from 0% APR APPROVED HEADLINE [For a limited time:]1 Monthly payments with rates from 0% APR [now] available APPROVED SUPPORTING BULLETS Quick and easy: Enter a few pieces of information for a real-time decision. Checking your eligibility won't affect your credit score. No hidden fees: Know exactly what you ll owe before you commit. There are no hidden costs and no surprises. APPROVED FOOTER TEXT Just select [Affirm logotype] at checkout. Buy now, pay later from 0% APR Merchant <name@merchant.com> to me Monthly payments with rates from 0% APR now available MERCHANT IMAGE / CONTENT REQUIRED DISCLOSURE TEXT Subject to credit check and approval. Rates from 0 30% APR based on creditworthiness. [0% offer is valid from [date/time/time zone] through [date/ time/time zone] and is subject to change at any time. Previous purchases are ineligible for offer.]1 Limited payment options are available for purchases under $100.2 Affirm loans are made by Cross River Bank, a New Jersey State Chartered Commercial Bank, Member FDIC.3 Note: The superscripted numbers 1, 2, and 3 in the Required Disclosure Text and corresponding copy below is for instructional purposes only. Do not include in s. ICON QUICK AND EASY Enter a few pieces of information for a real-time decision. Checking your eligibility won t affect your credit score. Just select ICON NO HIDDEN FEES Know exactly what you ll owe before you commit. There are no hidden costs and no surprises. at checkout. 1 Add to messaging for limited-time offers. 2 If necessary, replace $100 with the smallest cart total that qualifies for all Affirm payment term options. 3 If any additional limitations apply to your customers' use of Affirm (e.g., a minimum order amount), these should be disclosed. Please contact Affirm at merchanthelp@affirm.com for further guidance. Subject to credit check and approval. Rates from 0 30% APR based on creditworthiness. Limited payment options are available for purchases under $100. Affirm loans are made by Cross River Bank, a New Jersey State Chartered Commercial Bank, Member FDIC. 18

19 0% Tile If you would like to include a tile about 0% APR financing with Affirm in an to your customers, please use the approved messaging below or send your custom messaging to merchanthelp@affirm.com for review. APPROVED SUBJECT LINE (OPTIONAL) [Your message] and pay later from 0% APR APPROVED TEXT [For a limited time:]1 Easy monthly payments with rates from 0% APR are [now] available for qualified customers [Your message] and pay later from 0% APR Merchant <name@merchant.com> to me APPROVED FOOTER TEXT Just select [Affirm logotype] at checkout. Note: The superscripted number 1 in the required disclosure text and corresponding copy below is for instructional purposes only. Do not include in s. 1 For limited-time offers, add the following to the bottom of the tile: "0% offer is valid through [date/time/time zone] and is subject to change at any time. Previous purchases are not eligible." MERCHANT IMAGE / CONTENT Easy monthly payments with rates from 0% APR are now available for qualified customers Just select at checkout. 19

20 Abandoned Cart If you would like to include messaging about Affirm in an abandoned-cart to your customers, please use the approved messaging below or send your custom messaging to for review. APPROVED SUBJECT LINE OPTIONS 1. Buy now, pay later for [item] 2. Pay later when you buy [item] APPROVED HEADLINE OPTIONS 1. You can still buy [item] now and make monthly payments with Affirm 2. You can still buy now and pay over time with Affirm Buy now, pay later for [item] Merchant to me You can still buy [item] now and make monthly payments with Affirm APPROVED SUPPORTING BULLETS Quick and easy: Enter a few pieces of information for a real-time decision. Checking your eligibility won't affect your credit score. No hidden fees: Know exactly what you ll owe before you commit. There are no hidden costs and no surprises. ITEM IMAGE BUY NOW APPROVED FOOTER TEXT Just select [Affirm logotype] at checkout. REQUIRED DISCLOSURE TEXT Subject to credit check and approval. Limited payment options are available for purchases under $ Affirm loans are made by Cross River Bank, a New Jersey State Chartered Commercial Bank, Member FDIC. 2 Note: The superscripted numbers 1 and 2 in the Required Disclosure Text and corresponding copy below is for instructional purposes only. Do not include in s. 1 If necessary, replace $100 with the smallest cart total that qualifies for all Affirm payment term options. 2 If any additional limitations apply to your customers' use of Affirm (e.g., a minimum order amount), these should be disclosed. Please contact Affirm at merchanthelp@affirm.com for further guidance. ICON QUICK AND EASY Enter a few pieces of information for a real-time decision. Checking your eligibility won t affect your credit score. Just select ICON NO HIDDEN FEES Know exactly what you ll owe before you commit. There are no hidden costs and no surprises. at checkout. Subject to credit check and approval. Limited payment options are available for purchases under $100. Affirm loans are made by Cross River Bank, a New Jersey State Chartered Commercial Bank, Member FDIC. 20

21 Abandoned Cart Tile If you would like to include a tile about Affirm in an abandoned-cart to your customers, please use the approved messaging below or send your custom messaging to merchanthelp@affirm.com for review. APPROVED TAGLINE OPTIONS 1. Buy now, pay later with [Affirm logotype] 2. Buy now and pay over time with [Affirm logotype] [Your message] Merchant <name@merchant.com> to me APPROVED TEXT Quick decision, easy monthly payments, and no hidden fees. MERCHANT IMAGE / CONTENT Buy now, pay later with Quick decision, easy monthly payments, and no hidden fees. 21

22 Social Media Taglines Select from the approved messaging below when promoting Affirm in a social media campaign. We recommend tagging Affirm on Facebook and on Twitter AFFIRM LAUNCH TAGLINE We have partnered with Affirm to offer easy monthly payments with no hidden fees. It's quick and easy get a real-time decision! GENERAL AFFIRM MARKETING Buy now and pay over time with Affirm. Quick decision, easy monthly payments, and no hidden fees. Merchant name Date at time Buy now and pay over time with Affirm, Inc. Quick decision, easy monthly payments, and no hidden fees. Merchant name Date at time As low as 0% APR financing now available from Affirm, Inc. for qualified customers. Make easy monthly payments with no hidden fees! 0% PROMOTION [For a limited time,] as low as 0% APR financing now available from Affirm for qualified customers. Make easy monthly payments with no hidden fees! [Offer ends [date/time/time zone]. Subject to change at any time.]1 MERCHANT IMAGE MERCHANT IMAGE Note: The superscripted number 1 in the Required Disclosure Text and corresponding copy below is for instructional purposes only. Do not include in s. 1 Add to messaging for limited-time offers. X Likes X Comments X Shares Like Comment Share X Likes X Comments X Shares Like Comment Share 22