Transcript Mobile Marketing and Promotions

Blue Pie Mobile Marketing
and Promotions
© Amuse Entertainment Group BV 2005
Mobile Marketing and Promotions
What is Mobile Marketing?
 The use of messaging, voting, polling, contests, images,
audio, video, animation and games (text and video)
over the mobile phone as a means of generating
greater consumer interest and interaction with a brand,
entertainment property, sports or charitable organization.
What are the benefits of Mobile Marketing?
 Provides an opportunity for traceable ROI on marketing and advertising
spend through revenues generated in Premium SMS, MMS and content
sales
 Increases customer retention through interaction and entertainment
 Cost effective and easily integrated into the existing marketing mix
 Is fast becoming the most effective targeted marketing method
© Blue Pie Productions 2005
How big is the mobile market?
 Over One and a Half Billion People in the world carry a mobile
phone.
 Mobile phone subscription currently has an average of 89% market
penetration in Europe and 58% in North America. Asian and Latin
American countries all experiencing exponential quarter over quarter
growth in mobile phone subscriptions.
 Today, 97% of all phones in use are SMS capable, 32% are MMS
capable, and 4% of all phones today are video capable.
 Coveted youth market are early adopters of mobile services,
spending up to 15% of their income or pocket money on mobile
content and services.
© Blue Pie Productions 2005
Mobile Marketing Stats
Using mobile marketing strategies as part of the overall marketing mix
helps marketers effectively reach, acquire and retain customers and
ultimately generate sales through direct response consumer contests
and promotions/cross-promotions. The use of mobile marketing is
rapidly increasing as mobile usage grows and the mobile phone is more
and more used as a multi-purpose platform.
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Mobile Marketing Methods
 SMS (text) and MMS (image) Messaging
 SMS and MMS Coupons
 SMS and MMS Contests
 SMS Voting and Polling
 Interactive Games
 Branded Entertainment
 Mobile Content Product Placement
 Mobile Content Sponsorships
 Location Based Marketing
 Mobile Commerce
© Blue Pie Productions 2005
Blue Pie Products & Services
Mobile Marketing Strategy
 Blue Pie works closely with its clients to develop an appropriate mobile
marketing strategy based upon the client’s objectives in the campaign, customer
demographic, on-going marketing initiatives, and budget. From our experience,
a mobile marketing campaign is most successful when integrated with other
marketing initiatives such as online, radio, television and print. Our team will
work with you to integrate these programs and maximize their effectiveness.
Campaign Development and Deployment
 Blue Pie is capable of providing complete development and deployment of all
types of mobile marketing campaigns including messages, voting and polling,
contests, coupons, interactive games, location based marketing and branded
entertainment.
Tracking and Management
 Blue Pie provides centralized campaign deployment to ensure proper tracking
and reporting of all activity through the entire distribution network. Collections
from mobile operators and carriers can optionally be handled by third party
trusted collections agency like Fintage House to ensure proper allocations of
any revenues derived from the mobile campaign.
© Blue Pie Productions 2005
Sample Program: Feature Film
Case: Feature Film
Distributor wanted to use mobile marketing to promote the
up-coming theatrical release of a film and drive box office
sales.
Objectives:
 Use mobile marketing to create interest in the film and build an
audience for the release
 Establish a direct marketing relationship with potential theatre ticket
purchasers
 Increase market awareness of the film, release date, story, content,
and other items available
 Provide a call to action that is compelling enough to generate user
interest in the film so that they will opt-in or participate
 Use this campaign to establish an interactive and direct relationship
with fans for future marketing initiatives on other projects
 Explore new revenues models using mobile content to benefit
stakeholders (ex. Producers, Distributors, Talent, Sponsors, etc.)
© Blue Pie Productions 2005
Sample Program: Feature Film
 SMS CONTEST
 Consumers were invited to join contest by sending an SMS to the
contest short code or by registering online on the film website.
 They were then sent a confirmation of their entry and acceptance
to receive text messages about the film.
 The consumer replies “Accept” or “Decline”. Once accepted, the
consumer agrees to receive text/image/video messages to their
mobile phone pertaining to the film and are entered into a contest
where a winner is drawn at random from all entries.
 A series of SMS multiple choice and quiz-like questions is sent to
the user relating to the story, stars, etc. to build their interest.
 All messages sent and content downloaded charged at a minimal
premium to their regular billing.
© Blue Pie Productions 2005
Sample Program: Feature Film
PROGRAM & RESULTS
FILM integrates SMS campaign into all of their marketing materials including print,
radio, billboards, web and television. The movie website provides direct links for the
user to sign up and contest rules.
Users must join contest to win a prize to
the film’s premier and a chance to meet
the cast and crew. In order to win,
contestants must answer a series of
questions sent to them by SMS. The user
has the option of opting out at any time, but
otherwise is sent the 10 pre-set questions at
a rate of once per week.
FILM generates relationship with fans prior
to its theatrical release and establishes
interest in the story through the SMS
contest. Incentive is provided in the
form of an award, and the costs of the
campaign are minimal and absorbed
entirely by the return generated
from the SMS messages sent.
Sample ROI:
Assuming a $.10PSMS Rate
Average of 10 messages sent and received
Average per user revenue of $1.00 US
Revenue Split Structure:
ARPU
Mobile Operator (40%)
Billing Charges (15%)
Distribution (15%)
Net Revenues
Number of Participants*
Net Revenue
$1.00
$0.40
$0.15
$0.15
$0.30
500,000
$150,000
* Contest only. Does not include any content downloads.
© Blue Pie Productions 2005
Sample Program: Television Show
Case: Interactive Television
Reality television show wanted to establish
greater interaction with fans and include
them in the decisions made on the show,
as well as doing more innovative things
with sponsors.
Objectives for Television Show:
 Create interaction with fans and involve them in decisions made on the show
 Allow fans to opt-in to receive SMS and MMS updates to behind the scenes
activities and show updates
 Provide an opted-in mechanism for show sponsors to reach the viewing
audience through the mobile phone
 Create a market for other mobile content such as wallpapers, screensavers,
ring tones, and video games
 Encourage sponsor participation in mobile activities to assist with marketing
the new service and generating more users
 Diversify revenues using mobile activities
© Blue Pie Productions 2005
Sample Program: Television Show
SMS VOTING, MOBILE CONTENT, and SPONSOR
MARKETING USING SMS/MMS MESSAGING
 Consumers were invited to participate in deciding who would stay on the show
through SMS voting. Votes were tallied and used in conjunction with the requirements of
the show to decide who would stay or who would be removed
 Consumers were then be asked to opt-in to receive a subscription for on-going show
updates in the form of text or video for a monthly subscription fee as well as branded
advertisements. Consumers could opt-in to receive advertisements and exclusive
promotions from the show’s sponsors separately
AA series of mobile content including wall papers and ring tones is created from the
show for premium download.
M Messages sent and content downloaded charged at premium to their regular billing.
© Blue Pie Productions 2005
Sample Program: Television Show
PROGRAM & RESULTS
TV SHOW integrates SMS voting into each show providing unique short codes to users to
vote on activities or decisions made on the show. Questions are directly related to the
broadcast, ensuring viewership for the series. These short codes are published on the
show’s website and during the broadcast, though viewers are provided a limited time to
respond to ensure their involvement is active.
Subscribers are able to get regular SMS and
video updates sent to their mobile phones
and download mobile content created for the
show. Non-subscribers are able to vote using
the Short Codes, and download mobile content
at a premium rate.
TV SHOW generates solid participation from
fans both for voting and subscriptions,
sponsors are happy and seek greater
participation in the mobile initiatives and
explore the creation of sponsored voting,
updates, and content to leverage the show’s
audience and build direct marketing
relationships to viewers using their mobile
phones.
Sample ROI:
Assuming a $.10PSMS Rate
Average of 10 messages sent and received
Average per user revenue of $1.00 US
Subscriptions at $4.99 per month
Revenue Share:
ARPU
Mobile Operator (40%)
Billing Charges (15%)
Distribution (15%)
Net Revenue Share
Number of Participants*
Net Revenue
Total Net Revenues
Voting Subscriptions(x5)
$1.00
$4.99
$0.40
$2.00
$0.15
$0.75
$0.15
$0.75
$0.30
$1.50
500,000
35,000
$150,000
$52,500
$412,500
* Contest only. Does not include any content downloads.
© Blue Pie Productions 2005
Sample Program: Sports Team
Case Study: Creating a Mobile Fan base for the Team
Sports Team wanted to extend its services to fans with
mobile content, mobile contests, mobile interaction with the
games and mobile subscriptions.
Objectives:
 Generate new revenues for the team through mobile services
 Provide greater interaction with fans through live mobile voting on
play of the day, top player of the day, best goal, and other such
items
 Deliver mobile content and services to fans through a monthly
subscription that would provide additional revenue to the team
 Encourage sponsor participation to provide incentives and rewards
such as season’s tickets or other prizes for user participation
 Develop mobile content including wall papers, ring tones, video clips
that could be sold through the team website, sponsor sites and
distributed through web and mobile channels
© Blue Pie Productions 2005
Sample Program: Sports Team
SMS VOTING, MOBILE CONTENT, and SPONSOR
MARKETING USING SMS/MMS MESSAGING
 Fans were provided opportunities to vote on specific items relating to the team or
the game through the television broadcast and the stadium monitors
 Additional opportunities were provided in the form of skill testing multiple choice
questions throughout the game where the fan would have an opportunity to win prizes
provided by the team’s sponsors
 Respondents of either were sent a confirmation after their initial message and
provided with a simple yes or no opt-in to subscribe to additional items including live
score updates by SMS, play of game video clips from each team game, and other mobile
content such as team ring tones, wallpapers, etc, as well as the ability to opt-in to
advertisements provided by team sponsors
 A Series of team branded mobile content including wall papers and ring tones is
created from the show for premium download
All messages sent and content downloaded charged at premium
© Blue Pie Productions 2005
Sample Program: Sports Team
PROGRAM & RESULTS
The Sports Team markets opportunities to vote on game activities and win prizes or tickets
provided by sponsors such as tickets to the next game, case of sodas, etc. Short codes
and mobile activities marketed through the stadium monitors, on printed tickets, game
programs and flyers, print and radio ads.
Fans presented with the opportunity
to participate in contests, test their
team knowledge, win great prizes
and personalize their phones with the
team content. Provides filler during game
breaks and time-outs and keeps the fans
engaged throughout the game. Finally
Mobile content creates long term revenue
possibilities to the team.
Team Profile:
50,000 Average Game Attendance
135,000 Active Fans
Sample ROI:
Assuming a $.10PSMS Rate
Average of 10 messages sent and received
Average per user revenue of $1.00 US
Subscriptions at $4.99 per month
Revenue Share:
ARPU
Mobile Operator (40%)
Billing Charges (15%)
Distribution (15%)
Net Revenue Share
Number of Participants*
Net Revenue
Total Net Revenues
Voting (x20)Subscriptions(x9)
$1.00
$4.99
$0.40
$2.00
$0.15
$0.75
$0.15
$0.75
$0.30
$1.50
5,000
10,000
15,000 (x20) 15,000 (x9)
$435,000
* Contest only. Does not include any content downloads.
© Blue Pie Productions 2005
Sample Program: Major Consumer Brand
Case: Automotive Company
A global automotive company wanted to use new innovative
mobile marketing tactics to learn more about their car
owners and be able to establish direct contact with them for
marketing and re-sale purposes.
Objectives:
 Establish direct access to the owners of their vehicles.
 Collect customer information to market special offers on new cars as
well as maintenance and repair services from local dealers
 Use their mobile phone numbers as a means of promoting specials
directly to the customer
 Provide a basic platform for collecting customer and vehicle data
and future initiatives such as mobile reminders of maintenance and
check-ups
 Open new potential revenues from mobile services like reminders,
location based services, etc.
© Blue Pie Productions 2005
Sample Program: Major Consumer Brand
 SMS CONTEST
 Consumers owning a 2nd, 3rd or 4th hand vehicle from the brand
were invited to join contest by sending an SMS containing
information relating to their current vehicle such as year, make,
model and a picture (optional) to the brand to enter a contest to
win a brand new vehicle
 Consumer also provided option to opt-in to receive SMS and
MMS messages from the brand pertaining to new products and
services or future contests
 Consumer data is collected and a winner randomly selected.
© Blue Pie Productions 2005
Sample Program: Major Consumer Brand
PROGRAM & RESULTS
BRAND is able to generate significant customer information and build a database on the
current owners of their 2nd, 3th and 4th hand cars as well as a direct marketing relationship
to them to be able to market specific products and services. Consumers are billed a
premium fee for submitting information and again for marketing messages received from the
brand.
Return on Investment:
BRAND builds its own database of
customers and their mobile phone numbers
and is able to use this for future marketing
of products and services
Cost of contest, campaign and prize
supported by revenue generated from
the messages going back and forth and the
brand has a direct channel to market to its
customers.
Assuming a $.25 PSMS Rate
Average of 10 messages sent and received
Average per user revenue of $2.50 US
Revenue Share:
ARPU
Mobile Operator (30%)
Billing Charges (20%)
Distribution (10%)
Net Revenue Share
Number of Participants
Net Revenue
Cost of Campaign*
Entries/Opt-In
$2.50
$0.75
$0.50
$0.25
$1.00
250,000
$250,000
$26,000
* Contest only. Does not include cost of vehicle provided as
a prize. Estimated to be $30,000.
© Blue Pie Productions 2005
How does it work for you?
 Blue Pie will work with you to develop a mobile strategy and creative concept for
marketing and promoting your brand and/or content and seek appropriate
marketing partners for your campaign (ex: ISPs, web portals, telcos)
 Any content created for use in the contest or promotion (ex: ring tones, wall
papers, screensavers, video clips) is formatted for delivery to multiple mobile
phone types, platforms and networks
 Global distribution can be provided through a combination of proprietary
channels and partners including your website, sponsor sites, web portals,
content aggregators, mobile portals and mobile operators.
 Delivery and billing is managed real-time by Blue Pie with monthly consolidated
billing and reporting for all PSMS, PMMS and any content delivered or sold
globally.
 Collection and disbursement is handled and distributed to parties according to
agreed upon revenue splits.
© Blue Pie Productions 2005
Basic Cost Items
Costs are broken down into three main components:
1) Mobile Marketing Strategy and Concept Creation: Based on size of
campaign, duration, complexity and geographical coverage.
2) Content Production: Original Content production costs are depending
on type of content (text, image, audio, video, animation), existing
assets, and quantities.
2) Content Conversion: Conversion rates are based on type volume of
content, territories for delivery, and range of phones to be supplied.
3) Mobile Marketing and Contests: Short Code acquisition or usage and
marketing. This will usually be done by the show, in collaboration with
sponsors and advertisers.
4) Content Distribution: Content distribution is provided on a revenue
share basis. Blue Pie typically charges a 20% distribution fee on the
Gross Retail Value.
© Blue Pie Productions 2005
Why use Blue Pie?
 All Production and Delivery managed in-house by the project
team to minimize risk and cost to the client
 Early experience in developing and delivering mobile
marketing and promotions campaigns in several global
territories
 Knowledgeable team with successful track records in
advertising, events, entertainment and brand marketing
 Deep understanding of mobile marketing methods
 Experience with integrating mobile marketing with traditional
campaigns
But most of all, we know our stuff …………and we’re fun to
work with!
© Blue Pie Productions 2005
Next Steps
1) Evaluate the objectives and goals of the campaign
2) Identify points of integration with existing marketing and
advertising activities
3) Determine quantity and types of content to be created
4) Decide which territories to activate and within which time
frames.
5) Select Content to be used or determine content requirements
6) Develop marketing campaign and contest
7) Identify potential sponsors for campaign and contest
8) Coordinate with local distributors, mobile operators and web
portals for marketing and promotion where applicable
© Blue Pie Productions 2005
Leap into the future with Blue Pie…
Thank you…
Damien Reilly
CEO and Founder
Blue Pie Productions
+612 9310 0155
[email protected]
© Blue Pie Productions 2005