Reaching Your Customers & Building Your Brand on the Mobile Phone

CMM&A Meetup September 14, 2009 Reaching Your Customers & Building Your Brand on the Mobile Phone

KeyLimeTie KeyLimeTie is a Chicagoland‐based interac7ve design and development ﬁrm specializing in web, mobile, kiosk, digital signage, and enterprise so?ware solu7ons. The company was founded in March 2007 by brothers and 15‐year industry innovators Chris Pautsch and Brian Pautsch.

Mobile Anthem Mobile Anthem is a youth marke7ng agency that connects brands to their consumers z through their mobile phone • Strategies that leverage the ubiquity of mobile within your marke7ng plan • Objec7ves 7ed to reported mobile metrics • Driven by insights in consumer mobile behaviors • CRM • Mobile Websites (WAP sites) • Mobile coupons • Mobile ad placement • SMS (Text) alerts/interactions • Ringtones, Wallpapers • Mobile phone accessories • Location Based Services (skins, mirrors, phone dangles) • iPhone apps

Who are you? • 270 Million mobile phones in the US • The number of phones worldwide outnumbers computers! (4 Billion) • 30% have a second mobile phone • 80% of Gen Y has a mobile phone • 17% of mobile subscribers have smart phones http://www.ﬁercewireless.com/ctialive/story/u-s-wireless-subscribers-top-270-million/2009-04-01 http://www.reuters.com/article/technologyNews/idUSTRE51A2I820090211 http://news.softpedia.com/news/17-Mobile-Phones-This-Year-Will-Be-Smartphones-120766.shtml

What are you doing on your phones? 18-29 30-49 50-64 Pictures, Games, Music, Video, Web, Email Mobile Access to Data and Information 2008 – Pew Internet and American Life Project

What are you doing on WAP?

Where are you doing it? • US 80% of the time people have their phones with them • UK 60% of people sleep with their phones

What will you do in the future? • Make Payments (15% of Japanese consumers already doing so) • Clip Coupons • Board Trains/Buses/Planes (JAL already allows this) • Enter Stadiums & Events • Identiﬁcation? http://teck.in/future-of-mobile-payment-and-mobile-phone-near-ﬁeld-communication.html

Type of Ads Wanted Teens 13-17 Adults 18+ Harris Interactive, May 2008

iPhone Consumer Proﬁle • The typical iPhone user... • iPhone app 411 Age of iPhone User Rubicon Consulting, March 2008

Mobile 101

What is Mobile Marketing Any outreach to your customers using the mobile phone as the platform A short history 1973 - Martin Cooper makes first mobile phone call - US 1979 - First cellular phone network - Japan 1981 - 2G introduced - Finland 1993 - First SMS data services - Finland* 1998 - First ringtone & mobile payment - Finland 1999 - First mobile internet - Japan 2002 - American Idol - US 2007 - First iPhone - US

Mobile in the Marketing Mix Can support any of the marketing mix: • TV • Print • Radio • PR • POS • Web • OOH • Experiential • Direct Mktg

Mobile Ecosystem Carriers Handsets Walled Garden Commodities Operating Systems The silent war

Rules & Regulation Opt-in Do Not Call Carrier Approvals Grey areas

How do you reach your customers?

Mobile Marketing Process 1. Business Objectives Build your mobile campaign to objectives that can be measured 2. Brand Equity Consider you equities to ensure the mobile program is consistent 3. Consumer Target Determine which phones your consumer uses 4. Marketing Plans Weave mobile into other marketing spends 5. Mobile Campaign Now build your mobile campaign

What are Companies Doing? US Online Advertisers Who Plan to Invest in Mobile, 2008 Dabble No Product Dependent Invested Heavily Big Part of Budget *iMedia Connection Poll, eMarketer, March 2008

Ways to Reach Consumers on their Phones • SMS • Bluetooth • MMS • Native Apps • WAP (Mobile Web) • Games • Location-Based • Push Notiﬁcations • Video • Coupons/ • 2D Code M-Commerce • RF

Case Studies

Lead Generation: Audi A4 Driving Challenge

Customer Relationship Management: EZLube Mobile Marketer, June 29, 2009: http://www.mobilemarketer.com/cms/news/database-crm/3566.html

Brand Loyalty: Gilette Venus

Venus Case Study Gillette Venus Spring Break Campaign ‘06 • Problem: Brand awareness for Venus dropped for college-aged females • Solution: Integrated Campaign including Mobile, Internet, Print, Experiential, TV, and Sampling • Results: Drove trial with 0.8M women and millions of impressions Won the Silver Promo Marketing Award for Experience Photo Anthem™ Textual Flirting™ VenusBeach Mobile game

Engagement: Captain Morgan Diageo’s “Calling all Captains” campaign has used mobile to create brand engagement • Pose Off pictures • Prank phone calls

Awareness: Feature Films

Simplicity: Ralph Lauren & QR 2D Barcodes What is a 2D Barcode? Mistakes to Avoid: • Don’t make the user complete too many steps • Control the QR reader app (or at least the opt-in/opt-out permissions) iMedia Connection: http://blogs.imediaconnection.com/2009/9/1/At-Ralph-Lauren--Buzz-worthiness-Trumps-Consumer-Engagement_864.aspx

Driving Sales: Chipotle

Next Steps • Educate Yourself • Heartland Mobile Council • www.heartlandmobilecouncil.com • @heartlandmobile • LinkedIn/Facebook • Mobile Marketing Association • www.mmaglobal.com • Measure • Execute • Grow

Thank You! Contact Information: Tim Courtney 630.890.2347 tim.courtney@keylimetie.com @TimCourtney Hugh Park Jedwill 312.912.2837 hugh@mobileanthem.com @mobilebranding Text “anthem” to 41411

Reaching Your Customers & Building Your Brand on the Mobile Phone

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