Digital Influencer Marketing Seminar - Vibes

Mobile, is it your missed opportunity?
Digital Influencer Seminar
March 4th 2013

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Can everyone pull out their
mobile devices?

Prepared for DIGITAL INFLUENCER 2013| ©2013 Vibes. All Rights Reserved. Confidential
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The mobile phone addiction
The depth of attachment to mobile phone is not surprising considering how attached consumers are to
their mobile phone throughout their daily lives.

Source: Vibes Mobile Consumer Survey August 2012

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Mobile by numbers

90 Average text response time: 90 seconds
Average email response time: 90 minutes

36% Read product reviews on their mobile
phone in-store to decide between products

10x Mobile coupons get 10 times the redemption
rate of traditional coupons

Source: CTIA.org, Mashable, Borrell Associates, January, 2012

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The mobile opportunity

Mobile
Marketing

targeting & alerts
segmentations mobile
Mobile database
Service MMS
loyalty
M2M SMS
push QR
payments notification codes
service service in-venue
alerts apps interactions
coupons
mobile
web location-
based display
social services
networking sponsor
mCommerce rich text
apps media media buys
Mobile Mobile
Experiences Advertising

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Common mobile marketing experiences

Advertising Activation Sponsorship & Event Activation Mobile Coupons & Incentives
Create engagement and build database Drive engagement and app downloads Boost in-store traffic and spend

In-store Mobile Marketing List Segmentation & Targeting Loyalty Program Extension
Educate and increase basket size Improve relevancy and response Promote retention and repeat sales

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Weaving mobile into the customer journey
DIGITAL TOUCHPOINTS

website
social email
display

AWARENESS ENGAGEMENT TRANSACTION LOYALTY

TV store
loyalty
events program

OFFLINE TOUCHPOINTS
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Target customer journey
DIGITAL TOUCHPOINTS Mobile Account Updates
Coupons
Opt-in Daily
App
Deals
Promotion

AWARENESS ENGAGEMENT TRANSACTION LOYALTY

traditional
traditional consumer
consumer mobile
mobile in-store
in-store mobile
mobile
mobile
mobile advertising
advertising sponsorship
sponsorship promotion
promotion incentives &
incentives & mobile
mobile database
database VIP/rewards
VIP/rewards
advertising
advertising activation
activation activation
activation activation
activation coupons
coupons marketing
marketing marketing
marketing program
program

In-store signage/QR code
In-store promotion Sales Circular

OFFLINE TOUCHPOINTS
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How do you get started?

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Know YOUR goals

INCREASE SALES

BUILD A MOBILE DATABASE

CREATE LOYALTY

GET AWARENESS FOR MY STORE OR PRODUCT

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Know YOUR goals

THESE DON’T WORK BECAUSE THEY ARE
TOO VAGUE
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Make your goals specific

Increase basket size 10% in 6 months by offering
unique offers that create a sense of immediacy and
inclusivity for my most loyal customers.

OR

Add 500 new subscribers to my mobile database in 6
months by creating a unique opt-in offer for new
subscribers.

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Identify how you’ll measure success

• Increase in sales?
• Number of opt-in’s over a certain
period of time?
• Foot traffic to your store or
location?

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Identify how you’ll measure success

• Increase in sales?
• Number of opt-in’s over a certain
period of time?
• Foot traffic to your store or
location?
Establish
criteria for
success and
monitor them
during and
after your
campaign.
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Only use mobile if it creates value

For YOUR customer For YOUR business
The content helps make Mobile helps me
my life easier achieve my SMART
business goals

Mobile creates
The content is timely
unique experiences
and relevant to me
my customers are
asking for

I receive exclusive Mobile helps me
content or offers for the increase customer
brand or product loyalty and revenue

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Know your customer

Meet Jenny • Who is your target audience is?
• Create between 1-3 customer
persona’s
• Get very specific on who this
customer is and what is important
to them
• Define a customer journey on how
• Just turned 27 that person might interact with
both your offline and digital touch
• Recently engaged and planning points
her dream wedding

• Considers herself a fashionista

• College graduate with full time
marketing job

• Can’t wait to start a family

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Define mobile-appropriate content

Engaging Content

Time Location Interaction
Use mobile when Think of WHERE The mobile experience should
you have to say something your audience is when be part of a DIALOGUE and
RIGHT NOW you interact drive deeper engagement

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THINK MOBILE FIRST.

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7 steps to get started

• Create SMART mobile business and campaign goals
• Establish success metrics and track towards them
• Make sure mobile is adding value for your customers and your business
• Know YOUR target customer
• Create unique content that leverages time, location and drives engagement
• Think mobile first
• BUT don’t let it sit in a silo – use it to activate your existing marketing!

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Ready for some real world
examples?

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Luxury tanning salon

CHALLENGE SOLUTION RESULTS
• Build brand loyalty • Create a mobile VIP club • Over 38,400 unique coupons
• Increase sales and customer • Provide new and existing distributed in 6 months
retention over time subscribers with unique coupon • Over 28,350 subscribers in 6
• Drive repeat client visits code to be redeemed at months
participating locations • ~55% redemption rate during
• Promote exclusivity through that time
social media

Exclusive content and
Build opt-in list Promote on social sites
incentives

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Local TV station

• Run “Countdown to Christmas” • Featured a business everyday • 16 mobile coupons; average of
text-2-win campaign during morning broadcast and 200 total visits per mobile page
• Drive in-store traffic to giveaway $100 gift card
• 1,464 total subscribers in
retailers giving away gift cards • Offer a coupon in the bounce
database
• Build alert list for businesses in back message of the user’s SMS
• Average open rate of 21%
hopes to prove value entry(mobile landing page)
• Total of 9,298 entries over the
campaign

Drive In-Store Traffic Build alert list Raise awareness for community
stores

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Chipotle and the Chicago Blackhawks

• Drive traffic to Chicago-land • Create a season-long • Chicago-land Chipotles saw
locations within a targeted sponsorship that rewards significant redemption
time frame participants every time the numbers after each promotion
• Encourage repeat visits Blackhawks score more than 3
goals in a game
• Build a mobile database
• SMS bounceback has link to
mobile page with exclusive offer

Exclusive content and
Build opt-in list Promote on social sites
incentives

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Text DIS2013 to 84237
For a chance to win a $15 Starbucks
gift card

Brought to by
Message & data rates may apply. STOP 2 quit. HELP 4info

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The technology powering
Jaimie Camesano mobile relationships
Sr. Director, Sales & Service
e: Jaimie.Camesano@vibes.com
twitter: @jncamesano
p: 919.749.3570

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An introduction

Jaimie Camesano Vibes Media

• First got started in mobile in • Opened its doors in 1998
2004 – before the iphone was
• Headquartered in Chicago, IL
the deal
• Privately held company that is
• Has worked with mobile game
profitable
& application companies, online
mobile storefronts, ringtones, • Works with over 400+ clients in
wifi chipset manufactures and various industries like media &
mobile marketing providers entertainment, carriers and retail
• HUGE fan of the mobile space • We have 95 employees with years
• Technology junkie of mobile marketing experience
• Robust cloud based technology
• Have been with Vibes for 2+ yrs
platform

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Digital Influencer Marketing Seminar - Vibes

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