Mobile Advertising for Main StreetHow small businesses can compete using mobile advertising

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Mobile Advertising Benefits RECAM

ReachEase of UseClassical ConditioningAlways ThereMeasurement

Mobile Advertising Benefits Reach

Adoption of smartphones has been expansive Only expected to grow

75% of Americans have a smartphone

85% age 18-34 own one

Only 46% age 65+ have one

Mobile Advertising Benefits Ease of Use

Right there Greater percentage of screen

Usually built into the app Less invasive

Easy interaction Typically have higher click rates than desktop ads

Less competition for attention?

Mobile Advertising Benefits Classical Conditioning

Primary use for our phones is personal messages

Top two types of apps: Information & Entertainment

Use this to customize our

message More friendly and engaging

Mobile Advertising Benefits Always There

Average user checks their phone 1,500 / week 3 hours 16 minutes / day

There when: Out and about At home Morning, Noon, Night

Potential to reach customers at all times

Mobile Advertising Benefits Measurement

No guess-work Know exactly how many people saw the ad Know exactly how people were highly engaged

Mobile Advertising Drawbacks Screen Limitations

Not as big as a desktop Diversification among devices

Not a standard mobile device – screen size is never constant, platforms differ vastly from each other

Technical Savvy Be comfortable setting up Know how your customers will receive ad

Beginning of the mobile Mobile advertising is on the rise, but not “mainstream” yet

Mobile Advertising Vs. Others Because mobile is “new wave” marketing, it is generally

more cost effective. Average costs for Advertising

Newspaper (National) = $6,000 / wk Newspaper (Salem News Front Page) = $382 / wk

TV (National) = $700,000 / wk Direct Mail ~ $6,500 / 10,000 pieces (depending on piece) Outdoor ~ $25,000 / wk (major city)

Boston MBTA Airport Station = $25,000 / week

Mobile Advertising Vs. Others Facebook Ads

Cost per 10,000 impressions ~ $55

Google Ads Average Cost per Click = $1 - $2 Average Small Business using Adwords spends $9,000 - $10,000 / mo

Engaging Ads – Define the Goal of Your Ad Decide what you want to accomplish with your ad.

Popular / Well-known product as a draw Brand Awareness = Social media pages Gather Leads = Blog Educate Customers = Youtube video

Remind customers about what makes you special.

Example Headline: Mama's Bakery - The best blueberry muffins in Franklin. Description: Our muffins are made fresh from scratch every morning . . . . and

we only use locally-sourced ingredients. Visit us in the Lake Park Plaza. 

Engaging Ads – Grab Attention Quickly In the mobile world, you only have seconds to grab attention. Wording should be

Short Direct Clear.

If you are running a discount or special, promote it! Questions get people thinking.  

Example Headline: Want to create a new you? Description: 1st Month Free at Fitness First gym on Corner Ave. Sign up

today. 

Engaging Ads – Target Locally Your customers are your neighbors.

Reference landmarks, events, and trends in your area Speak to your region

Example Headline: New Styles for Springfield Description: ABC Salon on Main St – Let our experienced stylists

show you how to look your best!

Engaging Ads – Use the Benefits of Mobile Remember that smartphones are always there and always on. 

Promote time sensitive information Phones are typically used for personal messages and conversations.

Talk to your  potential customers as you would your best friend – Focus on low-pressure advertising  Maintain a sense of friendliness. 

Example Headline: Visit Steampunk Jewelers at the Madison Farmer’s Market Description: Come say hi if you're in the area! We'll be at booth 32

with our limited-edition earrings we made just for today. 

About Cidewalk Instant. Local. Mobile. Ads.

Cidewalk.com allows you to instantly create hyperlocal ads that target potential customers in your town or city.

Launch promotions in under 3 minutes

Target your neighbors

Ads show on the top apps in your area

Try It Cidewalk.com

“Get Started” Enter email address Enter town

Headline Define your goal Target locally Grab attention Benefits of mobile

Description Company / Branding Keywords that resonate

Action / Link

Website Address / Phone # / Email

Thank You

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Cidewalk Call to Action Blog = Cidewalk.com/blog