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Guide to practical mobile marketing
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2 New Orleans AMAAMC Presentation. All Rights Reserved. 2009
Addressable Media Consultants
Founded in June 2007
To create marketing solutions that leverage the addressable connectivity of today from a network of best in class thinkers and Implementers
Our philosophy, you do not need big agenciesfor big ideas but a network of people who have been there and executed those ideas with proven results
3 New Orleans AMAAMC Presentation. All Rights Reserved. 2009
Contact
Gary TowningClient [email protected]
Phone 919-647-4759Fax 919 968-1570
321 NottinghamChapel Hill, NC 27517
UK Phone 44-207-491-8886
4 New Orleans AMAAMC Presentation. All Rights Reserved. 2009
Mobile Marketing / Our focus today
• Why ?
• Status of US mobile
• Dove Campaign for Real Beauty Mobile
• Mobile marketing opportunities
• SMS demo
5 New Orleans AMAAMC Presentation. All Rights Reserved. 2009
+ = 2.9MMTexts
6 New Orleans AMAAMC Presentation. All Rights Reserved. 2009
Why ?
• Always On• Always near you• Most personal one to one device• Not just voice technology it’s an experience• Measurable
7 New Orleans AMAAMC Presentation. All Rights Reserved. 2009
Mobile Vernacular
SMSShort
messageservice
“texting”
MMSMulti-Media
messageservice
Ring tonesphotos
Mobile WebSites built(WAP) for
phone browsers
20%57%
8 New Orleans AMAAMC Presentation. All Rights Reserved. 2009
Status Check / US v World
• + 1/4 of US show MobileMarketing interest
• Greater abroad especiallydeveloping countries
Source: MMA / Synovate 2008
9 New Orleans AMAAMC Presentation. All Rights Reserved. 2009
Status Check / Marketing Content
Last 30 days Source: MMA / Synovate 2008
• 6% of 200MM US mobile users have participated in Mobile Mkt– 48% used it for text to win– 24% promotional alerts– 22% mobile coupon codes– 6% location based
10 New Orleans AMAAMC Presentation. All Rights Reserved. 2009
Status Check / SMS - Mobile Web
• Dominated by a growing SMS text messaging
• US SMS marketing $1.47Bil
• Search will show increasing potential
• SMS is the lowest common denominator of all handsets
MM’s World Wide Source: E Marketer March 08
11 New Orleans AMAAMC Presentation. All Rights Reserved. 2009
SMS / Mainstream and Effective
• Total US handsets 263MM
• Over 200MM have text plans
• 357 txt received per month v204 phone calls
• 18 -24yrs 790 txt per month
• 16% recall of any Txt Ad
Source: Nielsen Q2 08 / CTIA
SMS Mobile Marketing Integration:Dove
13 New Orleans AMAAMC Presentation. All Rights Reserved. 2009
The Campaign
Create a movement to debunk the beauty myths
Engage women in defining what is “real beauty”
Set stage for Dove’s global expansionin the hair and beauty category
Engage women in debate at all touch points
Seed Dove as the owner this debate
14 New Orleans AMAAMC Presentation. All Rights Reserved. 2009
Click above to play movie
Video removed
15 New Orleans AMAAMC Presentation. All Rights Reserved. 2009
Surround, Spark Debate and DiscussionOOH
TV
Web
www.campaignforrealbeauty.com Print
Press
In-Store
?Mobile?
16 New Orleans AMAAMC Presentation. All Rights Reserved. 2009
Engage at all Levels of Debate Online
17 New Orleans AMAAMC Presentation. All Rights Reserved. 2009
Drive into deeper level of conversation
Globalize the movement
Adding Mobile Marketing to the Mix
20 New Orleans AMAAMC Presentation. All Rights Reserved. 2009
Why ? / The Mobile Integration Pitch
• Leverage heavy investment now to Out-of-Home
• Democratize how the consumer can voice an opinion
• Use SMS Short Code “4Dove” to further the brand
• Generate more PR with innovation in the debate
• Create brand buzz and engagement at street level
21 New Orleans AMAAMC Presentation. All Rights Reserved. 2009
Timeframe
!“You’ve got 7 weeks”
Complex Mkt EcosystemOgilvy (lead) - Mindshare - Edelman PR - Mobile365 - Spectrum - DaktronicLED
22 New Orleans AMAAMC Presentation. All Rights Reserved. 2009
Mobile / integrated engagement nexus
Interactive Billboard
Times Square, NewYork
Strategic placementMobile BB’s NY & LA
Wild postings NY, LA, MIA, CHI Web
23 New Orleans AMAAMC Presentation. All Rights Reserved. 2009
LED shows:• Global votes incl. web• Local votes• Drive to web
Text your vote to:43683 [4DOVE]
A for wrinkledB for wonderful
<5 secs avg. for resultsin phone and on LED
24 New Orleans AMAAMC Presentation. All Rights Reserved. 2009
How did it work?
Campaign Manager returns response
“Thank U 4 Voting. 58% agree with u 42% disagree
Go to campaignforrealbeauty for more votes
4
C4RB Campaign Manager
C4RB Consumer
C4RB Website
Consumer reacts to billboard 1
C4RB Billboard
Wonderful AWrinkled B
…And texts vote “A” to short code 4DOVE2
6
5
Consumer logs to WebsiteTo see more results
3 …polls and tabulates web and mobile votes
4Sends votesto LED in
Time Square
25 New Orleans AMAAMC Presentation. All Rights Reserved. 2009
2DoveI or J
2DoveG or H
2DoveE or F
2DoveC or D
LA MIA CHI
4DoveA or B
2DoveI or J
2DoveG or H
2DoveE or F
2DoveC or DNY
H/HO/OF/FW/WExecutionCity
OOH Fixed4Dove (43683)
OOH Mobile/Wild2Dove (23683)
Tracking results
26 New Orleans AMAAMC Presentation. All Rights Reserved. 2009
Result
• Millions voted across all platforms and embraced thedebate
• Dove became recognized as the trusted sponsor ofthis “safe heaven” for Real Beauty discussion
• Dove has become an established brand in skin,beauty, and hair care
27 New Orleans AMAAMC Presentation. All Rights Reserved. 2009
Lessons and guidelines
• Mobile is not an afterthought• Best if integrates and connects with other media• But keep it simple• Look to the common phone denominator for reach• Permission can lead to a longer term relationship• Test, measure and adjust
At the end of the day it is about delivering a valuedmobile brand experience to the consumer
Mobile marketing opportunities
29 New Orleans AMAAMC Presentation. All Rights Reserved. 2009
Mobile Opportunities / Participation
Hip Cricket / Coca Cola
• Event Platform for attendees• Text shout outs and cell pics
to big screens• Vote on mycokerewards.com
commercials• Thank you message - go to
mycokerewards.com formore ways to win
• Thousands of text & picsinteractions
30 New Orleans AMAAMC Presentation. All Rights Reserved. 2009
Mobile opportunities / LoyaltyMycoke rewards 08
• Txt codes from Coke RedCaps to Coke (2653) andyour loyalty rewards bank
• Members send/receive 32 txtavg. per month
• 47% are 35 and older
• Program engaged 1.1 millionAT&T and Verizon Wirelesscustomers through the thirdquarter of 2008
Source: Neilsen & Adweek 08
31 New Orleans AMAAMC Presentation. All Rights Reserved. 2009
Mobile Opportunities / Transactional
QSR Delivery
• Register ordering detailsonline and then order pizzasVia text message or WAP
• In 08 Q3 text comms = 1MM– 552,000 Domino Pizza– 279,000 Pizza Hut– 182,000 Papa John’s
Source Nielsen AT&T/Verizon
32 New Orleans AMAAMC Presentation. All Rights Reserved. 2009
Mobile opportunities / Coupon Scan?
• 200MM mobile coupon usersglobally by 2013
• Pilots show increasedredemption rates
• Hurdles at POS, no BCscanning
Cellfire / Kroger 08• Mobile Kroger Plus card• First for a grocery to tie
mobile marketing to a store-based membership
• Clorox, ConAgra, Del Monte,General Mills, Kimberly-Clark and Unilever on board Source: Jupiter Research
33 New Orleans AMAAMC Presentation. All Rights Reserved. 2009
Mobile opportunities / Coupons SMS
Mobile Storm / Ashley NC
• 8 regional stores in SC/NCpromotion “Secret Sale”
• Integrated email to build opt-in and SMS to drive to store
• 29,000 contacts made
• Revenue generated$135,000 - $85,000 tied tomobile offer
34 New Orleans AMAAMC Presentation. All Rights Reserved. 2009
Mobile trends and tactics / SearchGoogle 07• Txt based info search• Movies, Stocks, Sports, Tel #• Txt “weather New Orleans” to
466453 (Google)
Google 08 Android Phones• Automatic barcode recognition
using onboard phone camera• Shows CD, DVD, or book cover
along with detailed reviews fromAmazon.com
• Store search and call• Play sample tracks right on
phone• Local library copy search
35 New Orleans AMAAMC Presentation. All Rights Reserved. 2009
Mobile opportunities / Print to Phone
Snap Tell / Omnimedia• 09 Winter issue of Martha
Stewart Weddings• first women’s magazine to
utilize fully activated liveadvertisements
• Snap ad with phone andMMS to martha@Snaptell
• Content readers receivefrom advertisers can includecoupons, video or photos,website links or productinformation, Zip look-up
Practical Mobile marketing today
37 New Orleans AMAAMC Presentation. All Rights Reserved. 2009
Example / Mobile Coupon
Coupon Offer for AMAmembers courtesy of Diageo
Text TBS to 38714 for 20%off your next meal atNapoleon House
And start the AMA / DiageoTrivia game for there
Coupon Offer for AMA members courtesyof Diageo
Text TBS to 38714 for 20% off your nextmeal at Napoleon House
And start the Diageo Trivia game forthere
38 New Orleans AMAAMC Presentation. All Rights Reserved. 2009
Example / Mobile TriviaWin a free Pimm’s from theAMA NO and Diageo
Who resided at theNapoleon House?
A. Napoleon
B. James Pimm who createdthe Pimm’s drink
C. A mayor of New Orleans
Text your answerTBS A or B or C to 38714
39 New Orleans AMAAMC Presentation. All Rights Reserved. 2009
Practical and Speedy ways to test
• Mobile SAAS providers i.e. Iamota or Mobile Storm• Use Shared short codes or vanity codes
• Allows for testing of one off inbound offers• Templated couponing/trivia/polls• Shared short code so each offers are keyword related• Not short code branding opportunity
• Can be Inexpensive• 35 % of mobile campaigns cost less than $10,000 and just 7
percent of mobile campaigns have budgets exceeding $1 million
Source: Forrester Research
Thank You