Tagga holiday marketing with social & mobile

Jason.choi@tagga.com amielle.lake@tagga.com

Agenda

!   What’s a Tagga ? !   Reason Why this Holiday Season is EXCITING !   What is Mobile Shopper Marketing !   Step-by-Step to Building a STELLAR CAMPAIGN !   National Clothier Case Study !   Retailers Case Study !   Closing Tips and Tricks/Dos & Don’t’s !   Resources

Who is Tagga?

Tagga’s campaign management solution leverages mobile and social technologies to enable marketers to measure and optimize their campaigns by:

!  Generating Qualified Leads !   Increasing Sales !  Developing Customer Loyalty

What We Sell?

•  Campaign Platform (software licenses – you can do it yourself)

•  Managed Services (we manage for you)

•  Custom Development Services (we build your vision)

•  Campaign Strategy Services (we help define a vision)

Product Visual

ENGAGEMENT

AWARENESS

MEDIA AGNOSTIC MEDIA SPECIFIC

Email marketing

Daily Deals Facebook Twitter

Branded Apps

E-Coupons

Online Advertising

Mobile Advertising

Enterprise Mobile Marketing Platforms

Newspaper TV

Why/Where we add value to brand managers

Reasons Why This Holiday Season Is Exciting

Mobile is going to be BIG

Holiday Dynamics

•  Increased foot traffic •  Competitors are advertising •  Consumers are deal hunting and spending •  Loyalties come into play •  They all have cell phones

Don’t Let this Be You

So, what do this mean for your brand?

They operate through multiple purchasing paths, are channel agnostic, can share anything with anyone, and demand relevancy, convenience, pricing efficiencies and transparency from brands.

a.k.a. “the third point-of-sale”

Consumers are changing how they find, evaluate, decide and buy products and services.

Marketers are faced with the challenge of developing campaigns that engage today’s CONSUMERS and impact

how they find, evaluate, decide and buy.

Purchase Funnel

This is what YOUR consumer is doing…. (Google Insights 2011)

50% of consumers are more inclined to buy from a vendor with a mobile site

What do you think the competition is doing?

Build a Stellar Campaign. Be Awesome.

Channel Vs Technology

Mobile Ad Traffic

(Channel)

Facebook (Channel)

SMS alerts by Yahoo for

Ads (Channel)

Twitter (Channel)

Industry Problem (Booz Allen study/GMA 2010)

•  30% of trade promotions are not profitable for manufacturers (brands)

•  Manufacturers have not aligned their shopper marketing initiatives with their other advertising and promotions capabilities:

– Measurement crucial missing link – Disconnected messaging – Wasted spending – Missed opportunity to drive purchase of individual brands

and grow category

What is your Campaign Strategy?

Tagga’s Approach to Campaign Development

Pre-Tail

Retail

Post-Tail

Get customer to store

• Buy • Expand Cart • Loyalty

Loyalty back to store

Sample Campaign Objective

!   Expand CRM database

!   Develop loyalty

!   Drive Sales

•  Take advantage of increased traffic thru stores – online and in-store - during holiday season to build database and drive customer loyalty

  Add 15,000 new records to database

Strategy

1.  Develop a contest that requires consumers to trade personal information to be entered for a prize (classic)

2.  Add a daily deal or a special loyalty offering (if your brand doesn’t do coupons or discounts) to drive spontaneous purchase decisions and incent loyalty

3.  Connect “calls to action” through a rich content experience

4.  Drive awareness, engagement and conversion by leveraging mobile and social technologies across all channels

Examples #1 Facebook Contest

Develop awareness for contest across all channels

QR to Facebook

Develop awareness for contest across all channels

Radio to SMS

Develop awareness for contest across all channels

Mobile display ad to Facebook

Develop awareness for contest across all channels

Email Newsletter posts results on Facebook

Track Results Tagga’s technology can help you build a database with increased audience data capture .

Map Your Holiday Tactics Against This Strategy

Pre-Tail

Retail

Post-Tail

Case Studies

Database entries increased 25% when campaign advertised on web

Pfizer- Robitussin http://m.robitussin.com

Sun-Maid- Kung-Fu Panda 2 http://www.scanforsunshine.com

Sunkist/ Miller Genuine Draft http://summer.inc.ly

Dole/ Six Flags http://summerflag1.inc.ly

Prevacid http://prevacid.inc.ly

Sample Campaigns

Save Time & Waste Time

Imperative Takeaways 1.  You need a mobile optimized site – before

ANYTHING ELSE

2.  Develop your campaign strategy - objectives first than look at technology solutions

3.  Integrating social and mobile is EASY and are necessary to amplify the value of your media spend

4.  Getting a facebook page and twitter account isn’t going to help you drive leads, sales and loyalty.

5.  You need to be strategic and PROACTIVE

6.  Your customers are mobile, where are you?

All Paths Lead To Their Pocket

Thank you! @tagga

Resources

•  Google Insights Video

•  Booz Allen Hamilton, 2010 – Shopper Marketing Insights

•  Cross Channel Commerce: The Consumer View

•  Activities of Smartphone Shoppers