April 10, 2023

Mobile Marketing 101Sarah Hodkinson Head Of Merchant Marketing

About WHERE

• Founded in 2004

• An eBay/PayPal company

• Mobile location based services; 3 divisions:

1. Consumer: Mobile App relied upon by 4MM+ consumer for local discovery & personalized place recommendations. Synchronized with where.com

2. WHERE Ads: The largest location-based mobile ad network with 350+ publishers and over 50MM consumer reach

3. Merchant Services: making location-targeted mobile advertising and offer promotions easy and accessible for small businesses

What We Do

WHERE creates the conversation between local consumer audiences and the merchants that want to reach them

Local Consumer Audience

Brands & SMB Merchants

WHERE App &

Where.com

WHERE App &

Where.com

WHERE Ads™

WHERE Ads™

SMB PortalSMB Portal

Competitive Landscape

Mobile LBS Mobile Ads Deals/Offers Places

• Check-in• Rewards loyalty• Doesn’t enable new place discovery

• iAds =iPhone, iPad• AdMob = Google

• Daily deals• Revenue share, % commission• Limited merchant control

• Online Place presence• Starting to offer deals in large metro markets

Today’s Agenda

1. The Growth of Mobile

2. Why Mobile is Important for Businesses

3. The Mobile Ecosystem

4. Establishing a Mobile Presence for your Business

5. “Location-based” mobile advertising

6. How Businesses Can leverage Mobile Marketing

7. Mobile Commerce and Mobile Payments

Smartphone Use

50% of Americans will have

smartphones by year end

Mobile use of the web is growing

faster than desktop use in

the 90’s

Source: Nielsen

How Consumers Use Phones

Source: Pew

Mobile, Location & Spending

• Google: Over 1/3 of search is related to location

• Microsoft: 53% of mobile searches on Bing have a local intent

• Most PC based search-to-purchases take one week vs. one hour for mobile

•Ability to lead people from search to store & accelerate purchasing

Why Mobile is Important

84% use their phones to find info on local businesses (Pew)

88% of those who look for local info on their smart phones take action within one day (Google)

The Mobile Ecosystem

Carriers Device Manufacturers

Operating Systems

An App or a Mobile Website?

Apps

Pros –

Load quickly

Don’t require connectivity

Cons –

Discoverability

OS Fragmentation

Maintenance

Mobile website

Pros –

Works across all platforms

Less development

Cons –

Load time

Optimization for all devices

THINK ABOUT THE MEDIUM!

Your Free Mobile Page

• An optimized mobile presence

• Business listing page includes

• Click-to-call phone number

• Click-to-map directions

• Ability for consumer to save

• Constant Contact Join My Email List

• Customize by adding pictures; links (website, Facebook, menus, etc); business description; hours; etc

Business Owner Dashboard

Manage Your Mobile Promotions in Minutes

1. Customize and enhance your page

2. Manage mobile ad campaigns

3. Create offers – coupons & deals

4. Analyze stats

Mobile Marketing Channels

Inbound / Pull:

- Mobile website

- Mobile app

- Mobile page

Outbound / Push:

- SMS text messaging

- Email

- Mobile ads

- QR codes

QR Codes

QR codes = 2D barcodes

Scanning can direct a consumer

• to a branded app or mobile website

• to a discount coupon

• to a contest

• from a sign in your window to reviews of your establishment

• to a video testimonial from a happy customer

• to a map to your nearby locations

Local Advertising is Changing

Advertising Objectives

Media to Reach Consumers

Source: BIA/Kelsey

= OPPORTUNITY!

Consumer use of Mobile LBS

Consumers use mobile ads to find nearby stores, to map them and get directions – indicators of intent to purchase

Mobile Advertising

Mobile Local Ad Spending will be the fastest growing medium over the next 5 years (Borrell)

82% of smartphone users notice mobile ads (Google)

WHERE Ads

Largest location-based mobile ad network in North America

50MM consumer reach All platforms – Android, iPhone,

Blackberry, Windows 350+ publishers Pay only for performance View stats & measure

performance

Relevancy Engine

Targeting

Case Study: Halls

Case Study: McDonalds

26

Case Study: TD Bank

Case Study: Piperlime

Self-Serve Mobile Ads

Easy-to-use for SMBs

Location aware advertising

Promote your business to nearby consumers targeting by Radius from your

business Zip code

WHERE self serve ads offer performance based pricing

Consumers Want Offers

Daily Deals

• Social commerce = group buying = online2offline commerce• New customer acquisition• No upfront costs; % commission of sales• Fast revenue injection• Drives foot traffic• Social sharing = viral effect

Considerations

• Your business model & margins• Average transaction/sale amount• Lifetime value of a new customer• Commission % payable to deal provider• Distribution – email only?• Length of promotion period – daily?• Audience – targeted?• Flexibility in setting your terms & caps• Prominence – main or “side deal”?

Use cases

• Filling empty seats/tables/appointments– Bolster traditionally slow periods– In real-time; boost a quiet lunchtime

• Perishable inventory

• Overstocked inventory

• Re-engage past customers that have become inactive

• Reward existing loyal customers

• Acquire new customers

Self-Serve Deal Creation

Create your own deal on your own terms

Drive revenue when you need it:

• Complete control & flexibility

• Promote via online, email, social & mobile

• Send to your Constant Contact list too

• Lowest commission rates available

Creating A Deal

Create Deal Promote Deal Buy Deal Redeem Deal

Case Study: NorthEast Nursery

$40 of merchandise for $20 generated 469 sales in three days totaling $9400:

Northeast Nursery selected the radius that they wanted to target andWHERE emailed that deal to opted-in consumers in those locations.  WHERE also ran a mobile ad campaign promoting the offer.

 

Within 24 hours, we had sold 203 vouchers for Northeast.  

NorthEast Nursery emailed the offer to their Constant Contact list.  Within hours, we saw the total sold raise to over 300.  

The offer was shared via Social media (FB, Twitter): the deal increased to 469 total sales in 3 days

Mobile Coupons

Don’t require advance purchase like a “buy it now” deal

Performance-based pricing

SEE how well it’s working

Use coupons to Drive business on certain

days/times, eg. 2 for 1 lunches Sell overstocked, perishable

inventory, eg. buy one, get one

Coupon Redemption

Creating a Coupon

Creating a Coupon

Consumer Coupon Experience

Mobile Payments

- Carriers (Isis)- Credit Card companies- PayPal- Google checkout- Square- Zong, Boku

Next Steps

1. Claim your page at where.com/merchants- FREE Instant, Customizable Mobile page for your

business

2. Location Targeted Ads to Drive Traffic- Advertise on consumers phones when they are close by your business

3. Create and distribute offers- Create merchant-funded coupons or buy-it-now deals to drive sales when you need

Use promo code NC30 before Sept 30th for $30 of free mobile advertising

www.where.com/merchants

Follow us on Twitter @WHEREforBiz

Email merchants@where.com

Call us at 1-866-649-4373

THANK YOU!

Keep In Touch!