Mobile Proximity
Brand Marketing
One Size Doesn’t Fit All!

IMPORTANT NOTICE
Brandscape Marketing (Pty) Limited
Intellectual Property Rights and Copyright Notice 2007
Copyright and all other intellectual property rights and related material
contained in this document is the sole property of Brandscape Marketing
Pty Limited, Cape Town, South Africa and may not be used without the prior
consent of Brandscape.
Unless otherwise agreed, you must not copy, or store electronically for
future use or otherwise reproduce the whole or any part of this document or
use the information contained within except with the written consent of
Brandscape Marketing Pty Limited, Cape Town, South Africa.
© Brandscape, 2007. All rights Reserved

What is Mobile Marketing?
Brand communication with the public that is
delivered directly to their mobile phone handset.
Communication that is directed to a mass
audience, a targeted group or an individual that is
designed to add value and create an action or
response using a mobile phone devise.
© Brandscape, 2007. All rights Reserved

What is Mobile Marketing?
The most popular forms of mobile marketing
communication use SMS, MMS, WAP, Bluetooth
or infrared although new platforms will include
RFID and WiMax.
The content of the communication can be, simple
text, images and text, animation, video, music,
Java applications or a mixture of rich digital media.
© Brandscape, 2007. All rights Reserved

What is Mobile Marketing?
The Good, the Bad and the Ugly!
• The Ugly
• Unsolicited persistent interruption.
• Irrelevant content.
• Little or no creative spark.
• In short …‘Spam!’
© Brandscape, 2007. All rights Reserved

What is Mobile Marketing?
The Good, the Bad and the Ugly!
• The Bad
• Content that isn’t compatible with phone
model or large file downloads.
• Uninteresting content with no value.
• Unsolicited contact.
• Bad timing.
© Brandscape, 2007. All rights Reserved

What is Mobile Marketing?
The Good, the Bad and the Ugly!
• The Good!
• Content compatible with the phone make
and model that is correctly formatted.
• WOW! factor content with added value.
• Permission based contact and proximity.
• Good timing, at point of sale, right venue.
• Establishes consumer contact and positive
response to the brand communication.
© Brandscape, 2007. All rights Reserved

The Value of Good
Mobile Marketing
• Value can be described in several ways:
• Builds brand awareness.
• Drives trial or sales.
• Starts a conversation with the recipient.
• Provides valued information.
• Generates conversation, word of mouth and
stimulates brand activity driven by recipient
actions.
© Brandscape, 2007. All rights Reserved

The Value of Good
Mobile Marketing
• A good mobile marketing strategy will
deliver great results.
But…
• A well planned, creative, multi platformed
mobile strategy turns the ordinary into the
extraordinary!
© Brandscape, 2007. All rights Reserved

The Value of Mobile Marketing
Brand Interaction
• Mobile phones are a brand’s “Weapons of
Mass Persuasion”.
• Creating two way conversation.
• Instantly rewarding participation.
• A conduit to building relationships.
• Providing measurable sales opportunities.
• Accurate campaign reporting and analysis.
• Consumer tracking and data capture.
© Brandscape, 2007. All rights Reserved

The Value of Mobile Marketing
Brand Interaction
• Mobile marketing without permission isn’t
marketing …it’s suicide!
• One size does not fit all. This applies to
mobile phone makes and models as well
as consumer audiences.
• Media convergence is an essential
ingredient to a marketing campaign’s
success.
© Brandscape, 2007. All rights Reserved

What is Convergence Culture?
• Convergence is the flow of content across
multiple media platforms.
• Resulting in the cooperation between multiple
media industries to satisfy the migratory
behaviour of media audiences who will go in
search of the kind of information and
entertainment experiences they want to
participate in.
© Brandscape, 2007. All rights Reserved

What is Convergence Culture?
• Each media platform has the potential to
reach and touch audience segments,
However…
• Mobile has the potential to make contact with
the largest percentage of a total audience in
the shortest time frame.
• Mobile is the most efficient conduit to connect
multiple media platforms.
© Brandscape, 2007. All rights Reserved

Mobile Convergence Culture
• The advantages of mobile communication
when compared to traditional media
communication are:
• The ability to reach mass or targeted audiences.
• The ability to send simultaneous multiple content formats.
• The ability to engage in real-time audience conversations
that respond and reward the audience instantly.
• The ability to record and measure audience participation.
© Brandscape, 2007. All rights Reserved

Mobile Marketing Strategy
• Mobile marketing should never be viewed
in isolation to the rest of the marketing mix.
• It is the evolution of the ‘flyer’, scratchcard,
web banner, TV and radio Ad, but it still
needs communication support and visibility.
© Brandscape, 2007. All rights Reserved

Mobile Marketing Strategy
Brandscape Bluetooth Proximity Solutions
• Hypertag is recognized globally, as a leader in
Bluetooth innovation and phone compatibility.
• The range of Hypertag products include:
- wearable promoter tags.
- fixed poster stand-alone tags
- fixed poster networked tags
- fixed poster up-load tags for consumer
generated content and personal recognition.
• Product development is ongoing with new
Hypertag products coming on-line regularly.
© Brandscape, 2007. All rights Reserved

Mobile Marketing Strategy
Hypertag Bluetooth Face to Face
• Unlike other Bluetooth delivery systems,
wearable and poster-site Hypertags are
highly visible, this encourages the public to
engage and interact with brands.
• The benefit to client brands is the safe,
permission based, memorable and
rewarding brand experience that remains
with consumers on their mobile phones.
© Brandscape, 2007. All rights Reserved

Mobile Marketing Strategy
Hypertag Bluetooth Face to Face
• Brand Ambassador teams using unique,
wearable Hypertags engage with the
public, enabling them to download rich
media content directly to their mobile
phones via Bluetooth and infrared.
© Brandscape, 2007. All rights Reserved

Mobile Marketing Strategy
Hypertag Bluetooth Poster Sites
• Hypertag enabled posters act as interactive
sales and information points.
• Impactful posters placed in proximity to the
brand or service retail outlet are vital
persuasion prompts that encourage brand
switching or trial.
• Hypertag enabled posters can be placed in
malls, stores, pedestrian walkways or
entertainment venues.
© Brandscape, 2007. All rights Reserved

Mobile Marketing Strategy
Hypertag Bluetooth Content
• Content delivered from Hypertags include:
- Video and animation
- Static images and wallpaper
- Rich graphic Win / Lose images
- 2D barcode tickets and vouchers
- WAP and SMS links
- Java games and applications
© Brandscape, 2007. All rights Reserved

Mobile Marketing Strategy
Secure Online Tickets and Vouchers
• Brandpoint scanner units close the loop for
brand marketing clients.
• The secure online redemption of tickets and
vouchers allows brands to track consumer
behaviour in real-time.
• Comprehensive data capture helps brands to
build valuable consumer centric insight.
• Barcodes can be delivered via SMS, MMS,
WAP or Hypertag.
© Brandscape, 2007. All rights Reserved

Mobile Marketing Strategy
Secure Online Tickets and Vouchers
• The Brandpoint platform allows brands to use
digital, online and traditional medias to solicit
consumer requests for offers that are then
delivered as 2D barcodes directly to the
consumers’ mobile phone.
• Embedded barcodes can be issued to
registered consumers that would provide
multiple functionality allowing for trackable
loyalty with instant reward.
© Brandscape, 2007. All rights Reserved

Mobile Marketing Strategy
Secure Online Tickets and Vouchers
• The combination of Brandpoint, Hypertag and
traditional media creates a complete and
compelling consumer experience.
• “I see, I request, I receive, I act!” has never
been so powerful.
• The Brandscape mobile experience brings
together visual, audio-video, online, music
and reward that provides brands with a
unique opportunity to reach and interact with
consumers like never before.
© Brandscape, 2007. All rights Reserved

Mobile Marketing Strategy
Brandscape, Your Mobile Solutions Partner
• Brandscape provide clients with total digital
and mobile solutions that bring a new
dimension to consumer communication.
• Once briefed on the campaign objectives,
Brandscape work with the client to meet the
business needs.
• Providing Website, SMS, MMS, WAP and
mobile content development and
implementation.
© Brandscape, 2007. All rights Reserved

Mobile Marketing Strategy
Brandscape, Your Mobile Solutions Partner
• Brandscape believe in the future of mobile
communication and the need to address the
diverse needs of individual consumers.
• Traditional research and segmentation is
losing ground as consumers demand more
relevance from brand communication.
• Brandscape is a future focused company with
the passion and expertise to deliver.
© Brandscape, 2007. All rights Reserved

Contact Details
Damian Hardy, Managing Director
email: damian@brandscape.co.za
Gordon Parkin, Creative Director
email: gordon@brandscape.co.za
Thank Brandscape Marketing Pty Ltd
Loft 6 Village Gate House
you.
Beach Road, Hout Bay
Cape Town 7806
South Africa
Tel: +27 21 790 7476
Email: info@brandscape.co.za
www.brandscape.co.za (US Army Chief of Staff (ret.) General Eric Shinseki)
© Brandscape, 2007. All rights Reserved