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Generating Sales At B2C Events
EMS 2013
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SVP, Managing Director Jack Morton Worldwide [email protected] @pensinger
Matt Pensinger
The Opportunity The Killer App Platforms Partnerships Examples
Agenda
Attract / Engage Brand Experience Trial / Sample Opt-in / Lead Generation Re-contact [Retail Link] Sale
Events Sales Cycle
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Compress the Sales Cycle
Platforms
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• Direct link to mobile commerce
• Activated with QR code reader/app or by sending photo to custom short code
QR Codes & Snap Tags
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• Allows almost anyone to accept credit card payments
• Processing over $10 billion in payment volume per year
• Growing account penetration will further simplify for consumers
Square
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• Mobile payments product for dominant player
• Over 128 million active consumer accounts
• Processing over $14 billion in mobile payment volume per year
• Big expansion into offline retail
PayPal Here
Partnerships
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Retail / Fulfillment Technology • MoZeus • eShots • FISH • SpyderLynk Staffing • Encore
Partners
Examples
P&G Olympics
Olympic campaign activated via @PGMobile truck in NYC. Turned mobile tour into mobile commerce platform via “instant” sales opportunity in partnerships with Walmart.com.
P&G
Mobile shopping campaign was also extended to OOH activation in Chicago. QR codes linked to product info on walmart.com and mobile check-out (free shipping on $45 order).
P&G
Tesco Homeplus
Trends In Using Social Media
EMS 2013
The Social Web 4 Trends Social Trigger
Agenda
Real+digital have merged. People move seamlessly from life to technology and back. They don’t draw distinctions. Nor should we.
What is the social web? People are spending less time consuming content from websites (or creating!) and more time connecting with their networks.
“If I tell my Facebook friends about your brand, it’s not because I like your brand...
...but rather because I like my friends.”
Mike Arauz, Sr. Strategist, Undercurrent
4 Trends
1. Social = Mobile We used to retrofit for mobile… Now many social tools are starting out on mobile (and often staying there).
2. Transmedia Experiences Real life, digital life converge and emerge.
3. Gamification Make it fun, simple to use, easy to participate and give people a sense of achievement.
4. Social Sharing Give people the opportunity to spread the word about your product or service. And then get out of the way.
Do…be authentic to your brand and to your audience.
Do…add value, fun or make people’s lives easier.
Do…keep it simple.
DO…think about how people access information today (mobile).
Guiding tenets for brands in the social web
Develop a content plan - 6 - 3 - 1 + 1 + 3 + 6 Event Months
Platforms
Don’t just consider what to say... ...But how to say it based on the platform. *Think tone, voice, personality, suitable content, etc.
P&G MBIB
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1. Position your image over this area.
2. Resize and/or crop your image as necessary so that it is slightly larger than the grey area and covers it entirely. (approximate dimension of image: 2.7” x 3.2”)
3. With the grey area now hidden behind your image, right click your image and choose Send to Back. (See illustration above.) This places it behind a frame to ensure consistent placement and sizing across all slides.
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1. Position your image over this area.
2. Resize and/or crop your image as necessary so that it is slightly larger than the grey area and covers it entirely. (approximate dimension of image: 5.4” x 3.2”)
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White versions of these image layouts (slides 13-28 & 32-35) are available in an Appendix at the back of this deck.
In 2012, My Black is Beautiful celebrated their fifth year as the title sponsor at the ESSENCE Music Festival. The challenge was to create a fun and engaging experience that fueled a sustainable conversation inspiring each woman to join the movement and celebrate the Imagine a Beautiful Future campaign where every Black girl believes her black is beautiful.
P&G - My Black is Beautiful
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1. Position your image over any of these grey areas.
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2. Resize and/or crop your image as necessary so that it is slightly larger than the grey area and covers it entirely. (approximate dimension of image: 1.7” x 2.0”)
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3. With the grey area now hidden behind your image, right click your image and choose Send to Back. (See illustration below.)
White versions of these image layouts (slides 13-28 & 32-35) are available in an Appendix at the back of this deck.
• Over 1.2 MM Facebook impressions
• 12,000+ new Facebook fans (organic increase)
• 58,000 product samples distributed
• 40,000 brand interactions against a goal of 10,000
• 20% of survey respondents are now likely to consider a P&G brand for their next purchase
• 3,000+ Beauty engagements
Gold Award Winner! Event Marketer/Event Tech Awards
‘Best Use of Social Media’
P&G - My Black is Beautiful
1. Position your image over this area.
2. Resize and/or crop your image as necessary so that it is slightly larger than the grey area and covers it entirely. (approximate dimension of image: 10.0” x 3.8”)
3. With the grey area now hidden behind your image, right click your image and choose Send to Back. This places it behind a frame to ensure consistent placement and sizing across all slides.
10.0”
3.8”
SVP, Managing Director Jack Morton Worldwide [email protected] @pensinger
Matt Pensinger
