Mobile Marketing proposal for The Coffee Bean & Tea Leaf
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Mobile Marketing proposal for The Coffee Bean & Tea Leaf

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Mobile Marketing lecture Final assignment for the Digital Media Marketing at NYU-SPCS.

Mobile Marketing lecture Final assignment for the Digital Media Marketing at NYU-SPCS.
Request for proposal in the mobile marketing space for The Coffee Bean & Tea Leaf company

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Mobile Marketing proposal for The Coffee Bean & Tea Leaf Mobile Marketing proposal for The Coffee Bean & Tea Leaf Presentation Transcript

  • The Coffee Bean & Tea Leaf Big Time Digital AgencyIVON BASTERRECHEANYU SPCS-Mobile Marketing Final Request For ProposalSUMMER 2012
  • Table of contents What is and why to use mobile marketing/advertising? Why include mobile in Coffee Bean & Tea Leaf’s marketing mix? Recommendations for a mobile and marketing and advertising strategy  SMS  Mobile display media  Mobile web & Commerce IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
  • 1-What is and why to use mobilemarketing and advertising? Mobile Marketing is a set of practices that enables organizations to communicate an engage with their audience in an interactive and relevant manner through any mobile device. Examples: Mobile sites, Apps, SMS, MMS, QR codes, Near Field Communication, Display Advertising, Augmented Reality, Geofencing, Rich Media, M-Commerce… IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
  • Current Landscape IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
  • The importance of Mobile:in a few years mobile users taking overdesktop users IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
  • US Market Mobile short term trends:-All figures will double by 2014: devices, users,spending…-The faster you get in, the better you will perform. IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
  • 2- Why include mobile in CoffeeBean & Tea Leaf’s marketing mix?Mobile is the current trend into the newmarketing. Some of the Mobile Strengths anadvantages for a business that already runsall other marketing tools are:- Personal- Always turned on- Always with youYou can reach your current or potentialcustomer anytime, directly (with nointermediaries) and wherever you are. IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
  • 2- Why include mobile in CoffeeBean & Tea Leaf’s marketing mix?Mobile is best usedIntegrated withother media.Coffee Bean & Tea Leaf is already runningTV commercials, print materials, e-commerce website and social mediamarketing. IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
  • 2- Why include mobile in CoffeeBean & Tea Leaf’s marketing mix?Mobile Marketing enhance the marketing mix andhelp achieving Brand Objectives. Some examplesthat can be used to achieve brands objectiveswithin mobile: Drive sales/in-store traffic: sms, m-commerce, NFC coupons, geo-fencing, location based offers… Brand Awareness: QR codes, mobile Adds, display advertising, rich media… Help drive sign-ups to a Loyalty Program: IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
  • 2- Why include mobile in CoffeeBean & Tea Leaf’s marketing mix?Mobile marketing should meet nextprinciples for the customer:- Relevancy- Incentive- Time saving vs time wasting IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
  • 2- Why include mobile in CoffeeBean & Tea Leaf’s marketing mix?Other mobile advantages:- Increasing Mobile Commerce (leverage already existing e-commerce) due to smartphones & tablets growth.- Improved Targeting/Location- Performance based pricing- Scale and reach- Measurement & analytics IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
  • 2- Why include mobile in CoffeeBean & Tea Leaf’s marketing mix?According to eMarketer, Smartphone shoppers areincreasing faster than Mobile Shoppers. An early positioning inmobile space and adapting our business to mobile spacecan guarantee success and better know how regarding thecompetence. Mobile commerce sales are rocketing. IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
  • 3- Recommendations for a mobile &marketing and advertising strategySince the most used MobileMarketing tactics are SMS, QRcodes, Apps, Display ads,Mobile videos and Mobilecoupons so far, we are goingto discuss about andrecommend some of them forour strategy IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
  • 3- Recommendations for a mobile &marketing and advertising strategySMS:- Personal and Exclusive- High open rate.- Low cost, wide reach.- Immediate impact on customer- Reliable tracking- Up to 45% campaign response rates: higher than email, direct mail or telemarketing IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
  • 3- Recommendations for a mobile &marketing and advertising strategySMS promotion:TEXT CBEAN TO CBEAN1 (22326) Welcome to Coffee In store prints Bean! U will receive the latest offers right on ur Window decals phone. 4msgs/month. Msg&data rates may Cups apply. Text STOP to cancel Sugar envelopes Sales receiptsTEXT CBEAN TO CBEAN2 (22326) Tv spotsTEXT CBEAN3 TO CBEAN3 (22326) Website Display adds IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
  • 3- Recommendations for a mobile &marketing and advertising strategySMS fulfills most of the Brand’s objectives: Sign ups for Loyalty Program Brand awareness Drive salesGetting Conversions through Purchases Visits CTR IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
  • 3- Recommendations for a mobile &marketing and advertising strategyMobile Display Media types:Mobile advertising is one totwo times more effective thanonline advertising onaverage, according to InsightExpress. IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
  • 3- Recommendations for a mobile &marketing and advertising strategyMobile DisplayAdvertisingWhere to advertise? Accordingto people’s mobile usage, werecommend to advertise mostlyin games, weather or map apps. IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
  • 3- Recommendations for a mobile &marketing and advertising strategyMobile DisplayAdvertisingWhen it comes tomobile devices, someof them get betterCTR. We will focus ontablets. IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
  • 3- Recommendations for a mobile &marketing and advertising strategyMobile Display AdvertisingWhen clicking on advertisement and redirecting to a nonmobile optimized web, is no sense.A mobile non friendly website might be horrible to browse: allour effort on advertising can be wasted if the website is notready to be visited from a mobile device. IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
  • 3- Recommendations for a mobile &marketing and advertising strategyMOBILE DISPLAY ADVERTISING Non mobile optimized website: The Coffee Bean & Tea Leaf IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
  • 3- Recommendations for a mobile &marketing and advertising strategy Competitor’s Mobile optimized website: STARBUCKS IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
  • 3- Recommendations for a mobile &marketing and advertising strategyMobile Display AdvertisingCall to action: “Click to mobile site”Achieved objectives for the brand: Brand awareness Drive online sales IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
  • SUMMARYMobile Web & Commerce If you are not in the mobile space these days you are leaving money on the table, IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
  • SUMMARY Mobilize your business IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
  • THE END IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final