Transcript Document

First Screen
• In 1929, we were introduced to the “First
Screen”
o Still today, Television advertising is a
tremendously effective way to market
Second Screen
• In 1992 the world was introduced to the
“browser” featuring 26 live web pages.
• Second Screen was born.
• This has been the fastest growing and in
most cases, most cost effective form of
marketing for businesses ... until now ...
Third Screen
• 2008 saw the evolution of the “Third Screen”
• Immediately, 87% of American homes had at least one
mobile web capable device in them including:
o Mobile phones, iPads, iPods, Nintendo DS, Mini
Notebooks, etc
Always on, always available and available
everywhere, mobile provides a means for
brands to newly engage with their consumers
in a way which not only builds brand equity
but also refreshes their relationship with their
customers.
With a new screen
brings new ways to
market
Mobile Marketing
Techniques
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SMS Text Message Marketing
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Mobile Applications
Mobile Gaming
Mobile Web Sites
Bluetooth Proximity and Wifi
Mobile Video
Mobile Search
Location Based Services
QR/2D Barcodes
3D/Augmented Reality
Mobile Marketing is for your 20 percenters
(the 20% of your customers that spend 80%
of the money)
• Mobile is an OPT IN ONLY channel
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Subscriber based opt in database marketing
Best practices provided by mobile marketing association
(mmaglobal.com)
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(Governed by the FCC)
SMS is the workhorse
of mobile marketing
Text Message
Marketing Meathods
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Text to Vote
Text to Win
Text to Screen
Mobile Alerts
Reminders
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URL/Link Delivery
Application Download
Mobile Coupons
Mobile Donation
Mobile Business Cards
QR Codes
• Every business has the ability to use a QR
Code in some fashion
QR Codes can send customer to:
• Mobile landing page
• Video
• Your social media sites
• Map to your business
• Exclusive coupons, discounts, or
giveaways
• Customer feedback form or email
Is your business mobile
friendly?
• Can your consumers connect with you anytime anywhere?
• By 2013, more people will access the internet via a mobile
device than through a PC (Forrester Research)
• Today,1 in 7 Google searches originate from a mobile device
o Google estimates 1 in 4 searches will originate from a
mobile device in 2012
• 43% of Americans own a smart phone
o (82.5 million users)
Mobile Breakthroughs
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SMS Text Message Marketing
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Mobile Applications
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Mobile Gaming
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Mobile Web Sites
Bluetooth Proximity and Wifi •
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Mobile Video
Mobile Search
Location Based Services
QR/2D Barcodes
3D/Augmented Reality (It’s here!)
Two way communication
Integration
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Text to Vote
Text to Win
Text to Screen
Mobile Alerts
Reminders
URL/Link Delivery
Application Download
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Mobile Coupons
Mobile Donation
Mobile Business Cards
Mobile Premium Billing/PSMS
Secure SMS
SMS is the workhorse
of mobile marketing
Sports
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Text for seat upgrades
Text food orders (premium seats)
Text game updates/lineups
Text customer relations (emergencies)
Team promotion reminders
URL/Link Delivery to game preview/coverage
articles
• Mobile alerts
• Mobile marketing is a very powerful tool for sports
teams and organizations. It allows them to engage
and interact, on a personal level, with their
customers (fans), both at the stadium and
throughout the season
• Mobile marketing is a communications medium
ideal for the sports fan demographic - young,
educated and tech savvy
Case Study
• Chicago Bulls
o A mobile marketing campaign enabled Bulls fans to receive
self-driven updates, scores and player stats on their mobile
phones
o Live scores originate from the NBA’s dynamic game feed and
are sent via SMS messages to fans who text ‘SCORE’ to
BULLS
o Fans who are interested in real-time statistics for a particular
player can receive a live stat update by texting the player’s last
name to BULLS
Case Study
• Results
o In a short amount of time, the campaign
attracted 4,000 unique users, as fans
have taken up the opportunity to stay
connected to the team
Case Study
• Pittsburgh Penguins
o The Penguins are active in the mobile space and have a
free mobile app service for the iPhone, Blackberry and
Android devices
o The Penguins have been steadily growing a mobile “Pens
Mobile Club” database for the last five years
o The database now has over 94,000 opted-in fans, who
have opted-in by texting ‘PENS’ to a short code
Case Study
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Results
o When signed up, fans receive communications directly from the Penguins, including
commercial offers and team news
o The Penguins utilize their own content and create engaging messages, which they
deliver using Web-based, self-serve platform. These messages keep their fans
engaged and the team top of mind
o The Penguins ran a text-to-win contest in which a mobile communication was sent to
the entire consumer database, that asked fans to reply “FAN” for a chance to win two
tickets to the team’s final regular-season game, as well as an autographed helmet.
 The contest generated 55,196 unique entries - 59% of it’s mobile database
Your pitch and pricing
here
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