Transcript Mobile Marketing Public Venues Powerpoint

FIRST SCREEN
In 1929, we were introduced to the “First Screen”
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:
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Mobile phones, iPads, iPods, Nintendo DS, Mini Notebooks, etc
With a new screen
brings new ways to
market
Always on, always available
Mobile provides a means for brands to engage their
consumers!
Which not only builds brand equity but also refreshes their
relationship with their customers.
Mobile Marketing
Techniques
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SMS Text Message Marketing•
Mobile Applications
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Mobile Gaming
Mobile Web Sites
Bluetooth Proximity and Wifi
Mobile Search
Location Based Services
QR/2D Barcodes
3D/Augmented Reality
Mobile Video
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
Subscriber based opt in database marketing
Best practices provided by mobile marketing association
SMS is the
workhorse of mobile
marketing
Text Message
Marketing Methods
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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
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(82.5 million users)
Currently Less than 10% of
web sites are mobile friendly
If you have a Web site, you’re already in the mobile world — and the chances
are you’re making a terrible impression on your audience.
Traditional web sites have WAY TOO MUCH content!
Smart Phones have different browsers and screen sizes
Mobile users need quick answers and bite-sized content in easy-to-digest formats (e.g. video/audio vs.
text)
First Develop a Mobile Strategy
• What do your customers or potential customers need
from you when mobile?
• B2B Mobile differs from B2C Mobile because it is driven
by efficiency rather than entertainment
• You must strive to make their work related activities
BETTER, FASTER & EASIER.
Decision time
Once you have created a plan to take your web site mobile, you must decide:
To create a simple mobile version of your site in HTML
OR
Get more advanced and create a mobile web app using advanced
languages like HTML5 or JQuery
Either way, you MUST include browser detection and
redirect as part of your mobile web strategy.
That means that when a user visits your MAIN WEB SITE with a mobile
device, they will automatically be redirected to a mobile friendly web
experience.
Case Study
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Objectives:
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1. Raise awareness for the coming film, with
particular emphasis on reaching a younger
audience than the band’s conventional narrow
40-50+ fan base
2. Use mobile to establish a continuous 1-to-1
channel to the fan base both pre- and postlaunch
3. Collect detailed data and feedback from
potential audience to support future sales of filmrelated products such as the DVD
4. Generate excitement and buzz among fans
and mass media by offering a unique experience
around a mobilized concert event
5. Ubiquitous and immediate access to the film
Case Study
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Action:
o One week prior to the film premier, a free live tribute concert was held in the
Tokyo’s Roping Hills Arena, featuring several of Japan’s top bands and artists
performing covers of Rolling Stones songs featured in the film
o Fans were given mobile triggers to preregister for a chance to win tickets for the
concert via their phones.
o Preregistered users received personalized branded mobile home pages and were
entered in a series of timed drawings to win concert passes that were also loaded
with additional digital premium content via QR codes
o Winners’ phones were scanned at the venue on concert day to claim free tickets,
branded goods, mobile content, discounts on F&B, upcoming tickets, and entry in a
jumbo-screen mobile competition for special Rolling Stones merchandise
Case Study
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Result:
o Over a 2-week period, the campaign registered nearly 6,000 respondents via mobile
phone, an oversubscription of more than 6x capacity
o 90% of all winners claimed their mobile tickets to attend the event, with 1,000 winners
and invitees attending
o Media buzz about the special mobilized event was considerable, and resulted in
promotion and coverage on 3 TV networks
o The platform also recorded detailed metrics and other data including audience
composition, geographic origin, response rates, and other feedback
o Platform succeeded in reaching and drawing an audience significantly younger than
previously possible, with the average attendee age falling to 32
 More than 10% of concert attendees purchased tickets for the upcoming film, which
delivered leading numbers at the box office at launch
Case Study
• Objectives
o The Seattle Supersonics endeavored to increase
fan interaction and participation during games at
the encouragement of the NBA
o The team wanted to find a way to personally
interact with fans on a mass scale and, at the
same time, develop an opt-in list for subsequent
promotions
Case Study
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The Supersonics rented a shared short code allowing them to
immediately launch their program and take full advantage of the
upcoming season
At first, calls to action were to rally fans around event proceedings, i.e.
texting in to request a song. Invitations to text in were announced over
the PA system and on the jumbotron during games
The team began mixing in trivia questions and user polls with the
opportunity to win team autographed memorabilia. The text-to-win
approach garnered a much stronger response, especially when paired
with a question/poll that fans felt strongly about.
Case Study
• Participation was further boosted by establishing a schedule of
regular announcements so that fans could anticipate when those
announcements would be made and take it upon themselves to
ensure they didn’t miss out
• Next, the team realized there were revenue opportunities with text
messaging and began appending an offer code for discounted
ticket purchases on the return text that thanked the participating
fan for entering a text-to-win promotion
Case Study
• Results
o By the end of the season, the Seattle Supersonic’s opt-in
list had grown into the thousands, with hundreds of
participants interacting at every home game. And adding
the discounts paid off, with an additional 610 tickets sold
and upwards of $19,000 of additional revenue generated
through related ticket sales and store merchandise
purchases
o Campaign cost was around $1,290 for the entire season
Lessons Learned
• Incorporate mobile marketing into live events to
increase audience participation and to create
personal interactions with fans
• Transform mobile event participation into
revenue generation by integrating moneysaving incentives that trigger purchases while
fan enthusiasm is running high
Your pitch and pricing
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