How to launch a event ticketing sales business on mobile [Part 1 - Mobile Strategy]

HOW TO LAUNCH A EVENT TICKETING SALES

BUSINESS ON MOBILE ROCKET FUEL FOR

ASPIRING MOBILE MARKETERS

@FLEPHDOTCOM

MOBILE STRATEGY SECTION TWO

WHAT IS A MOBILE STRATEGY?

SO…

STRATEGY OVERVIEW

WE HAVE IDENTIFIED A GAP IN THE MARKET FOR A MOBILE BASED EVENT TICKETING SERVICE

THE APPROACH WE WILL USE IN ORDER TO ACHIEVE OUR OBJECTIVE

CONTEXT

GOAL

DEPLOY A COMMERCE ENABLED MOBILE PLATFORM THAT CONVEYS RELEVANT VALUE PROPOSITIONS TO EACH CUSTOMER

(AND SEAMLESSLY) ACROSS EVERY MOBILE DEVICE BY 1 FEBRUARY 2014

TO BE THE LEADING MOBILE TICKETING BUSINESS IN OUR MARKET

OBJECTIVE

WHAT IS OUR COMPETITIVE ADVANTAGE?

CONSIDERATION #1

THE BRAND

THE CUSTOMER

COMPETITIVE ADVANTAGE

   THE

COMPETITION

A  

A = THE VALUE THAT WE CREATE THAT IS DIFFERENT FROM THE COMPETITION

HOW WILL WE DIFFERENTIATE OUR BRAND AND OUR VALUE PROPOSITION?

CONSIDERATION #2

HOW WILL WE DIFFERENTIATE OUR VALUE PROPOSITION ON MOBILE?

OPTIMISED UX

AGGREGATED CONTENT

RELEVANT PROPOSITIONS

REWARDS, DISCOUNTS, etc

QUICK, SNAPPY PURCHASES

CONTENT SUBSCRIPTIONS

CONVERSION TACTICS

BRAND DIFFERENTIATION STRATEGIES

0%

20%

40%

60%

80%

Mark

et Pe

netr

ation

CONTENT DIFFERENTIATION

INNOVATION DIIFFERENTIATION

PRICE/QUALITY DIFFERENTIATION

MEDIA DIFFERENTIATION

CUSTOMER SERVICE DIFFERENTIATION

Market Maturity

WHAT MEDIA WILL WE USE TO MARKET OUR PROPOSITION?

CONSIDERATION #3

STRATEGY CONSIDERATION

AUDIENCES OFTEN HAVE A HIGHER PROPENSITY TO CONVERT WHEN BRANDS ENGAGE WITH CONSUMERS

THROUGH CONVERGING MEDIA CHANNELS

WHAT MEDIA WILL WE USE TO MARKET?

INSIGHT

MAKING SENSE OF MEDIA

BOUGHT OWNED EARNED

THE MEDIA SPECTRUM

MOBILE ADVERTISING

TV

RADIO

PRINT

MOBISITE MOBILE APP SOCIAL MEDIA

1. THE OBJECTIVE

CHOOSING THE RIGHT MEDIA

2. TARGET AUDIENCE

CHOOSING THE RIGHT MEDIA

TARGET AUDIENCE

DEMOGRAPHICS

PSYCHOGRAPHICS

AGE GENDER

EDUCATION INCOME

OCCUPATION LOCATION

MARITAL STATUS

GOALS AND AMBITIONS WANTS. NEEDS, MOTIVATIONS HOPES, DREAMS, ASPIRATIONS

FEARS, DOUBTS, WORRIES :: PROBLEMS TO BE SOLVED ::

3. THE MESSAGE

CHOOSING THE RIGHT MEDIA

BUYING TICKETS VIA MOBILE SAVES CUSTOMERS

TIME AND MONEY

MESSAGING STRATEGY OVERVIEW

BRAND BELIEF

BRAND MESSAGE

BRAND BEHAVIOUR

CUSTOMER OBSESSIVE MOBILE TICKETING SOLUTIONS

QUICK AND AFFORDABLE EVENT TICKETS

AT YOUR FINGER TIPS

4. THE FREQUENCY

CHOOSING THE RIGHT MEDIA

5. THE BUDGET

CHOOSING THE RIGHT MEDIA

WHAT EXACTLY IS MEDIA CONVERGENCE THEN?

SO…

MEDIA CONVERGENCE IS THE PROPENSITY FOR DIFFERENT MEDIA TO EVOLVE

TOWARDS PERFORMING SIMILAR TASKS

MEDIA CONVERGENCE IN A NUTSHELL

SO WHAT?

THE PURPOSE OF ADVERTISING

GIVE CONSUMERS A REASON TO BUY FROM YOU

AND NOT YOUR COMPETITOR

TO PERSUADE THE MARKET TO DO BUSINESS WITH YOU

INSIGHT

DIGITAL WATERMARKING INTEGRATING MOBILE WITH TRADITIONAL MEDIA

INTERACTIVE PRINT INTEGRATING MOBILE WITH TRADITIONAL MEDIA

MOBILE STRATEGY •  THE RELATIONSHIP BETWEEN GOALS AND OBJECTIVES •  HOW TO DEFINE AND CREATE A COMPETITIVE ADVANTAGE •  HOW TO DIFFERENTIATE A BRAND •  THE THREE TYPES OF DIGITAL MEDIA •  HOW TO CHOOSE THE RIGHT MEDIA FOR ADVERTISING •  HOW TO DEFINE A KILLER BRAN D ADVERTISING MESSAGE •  HOW TO USE MEDIA CONVERGENCE

SECTION ONE – WHAT HAVE WE LEARNT