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ABCs of Passbook and Google Wallet

Activation Tips, Beacons & Creative Design Tips
FEBRUARY 6, 2014!
Julie Novack, SVP, M...
Discussion topics!

About mobile wallet marketing

ABCs of Passbook and Google Wallet

Mobile wallet checklist

©2014 Vibe...
Discussion topics!

About mobile wallet marketing

ABCs of Passbook and Google Wallet

Mobile wallet checklist

©2014 Vibe...
Mobile wallet marketing: a new frontier!

4

Mobile
marketing !
mobile
database

Mobile
service!
mobile
payments

service
...
No words needed to explain the value to the consumer!!

©2014 Vibes All rights reserved. Confidential

5
Passbook launched mobile wallet marketing movement!
§ 

Apple started the non-payment
movement in Sept 2012 with
Passbook...
How do you get it?!
Apple Passbook: Native

©2014 Vibes All rights reserved. Confidential

7

Google Wallet: Download
Benefits of mobile wallet !
For the Consumer!

8

For the Marketer!

§ 

Convenience

§ 

Great way to drive foot traffic
...
Mobile Wallet Impact!

Are people using it?!
On average, 70% of
consumers will save a
Passbook offer to their
phone when p...
Love Connections Campaign
Gap delivered “love notes” to surprise and delight customers over the
holidays with spas across the country and Southwest ...
After texting “Love” -- a very special plaid shirt responds !

Google Wallet

©2014 Vibes All rights reserved. Confidential...
Gap offered an wallet experience for all smartphones!

Apple Passbook

©2014 Vibes All rights reserved. Confidential

13
Seeing is believing…try it out!!

14

Text STYLE to 84237!
Google Wallet

©2014 Vibes All rights reserved. Confidential

Ap...
Discussion topics!

About mobile wallet marketing

ABCs of Passbook and Google Wallet

Mobile wallet checklist

©2014 Vibe...
Building blocks of success!

A!

Activation Strategy

B!

iBeacons & Location

C!

Creative Tips

D!

Distribution

E!

En...
Building blocks of success!

A!

Activation Strategy

B!

iBeacons & Location

C!

Creative Tips

D!

Distribution

E!

En...
Developing your mobile wallet strategy: Getting started!
§ 

What are you trying to accomplish?

§ 

What is the use cas...
Think about how to layer in mobile wallet to your existing plan!

2014

Wallet Strategy
Define mobile wallet
objectives
Est...
Building blocks of success!

A!

Activation Strategy

B!

iBeacons & Location

C!

Creative Tips

D!

Distribution

E!

En...
Passbook and Google Wallet are location-aware solutions!

21

§ 

When users enter a 100 meter radius, a reminder notifica...
What are iBeacons?!

22

An iBeacon can be…!
A small, wireless device that
broadcasts tiny radio
signals to smartphones

©...
iBeacons + Passbook – the next wave of shopper engagement!
iBeacon

©2014 Vibes All rights reserved. Confidential

23
Building blocks of success!

A!

Activation Strategy

B!

iBeacons & Location

C!

Creative Tips

D!

Distribution

E!

En...
Similar content, different look!

Google Wallet

©2014 Vibes All rights reserved. Confidential

25

Apple’s Passbook
Google Wallet
Google Wallet offer template!
§ 

27

Defined sections allow for scrolling and unlimited content

Include retailer
name an...
Google Wallet loyalty card template!
§ 

28

Loyalty template is similar to offers

Include retailer
name and offer!
Make...
Apple’s Passbook
Passbook offer!
§ 

30

Flexible front and back template design

Logo should be in
header image!
Designed strip
image is ...
Passbook loyalty card!
§ 

31

Personalize with name, points, and even colors for loyalty tiers

Keep loyalty balance
abo...
Mobile Web Fallback
Mobile Web landing page design!
§ 

To save time, leverage design from Passbook template

Reuse Passbook strip
image for ...
Wallet Manager makes it easy to manage content across both!

Google Wallet!

©2014 Vibes All rights reserved. Confidential
...
Building blocks of success!

A!

Activation Strategy

B!

iBeacons & Location

C!

Creative Tips

D!

Distribution

E!

En...
Mobile wallet content can be distributed across many channels!

Use multiple channels to
distribute wallet content!

Socia...
Email and text are preferred methods !

37

Preferred method for receiving mobile wallet content

11%
20%
Text message
fro...
Email is one of the easiest channels to activate with wallet!

38

Mobile email

Desktop email

©2014 Vibes All rights res...
For text, leverage device-aware, trackable, shortened URL !

39

Apple Passbook

Google Wallet

Other

©2014 Vibes All rig...
Building blocks of success!

A!

Activation Strategy

B!

iBeacons & Location

C!

Creative Tips

D!

Distribution

E!

En...
Mobile wallets offer “push like” notifications to engage users!
App Push Notification

©2014 Vibes All rights reserved. Confi...
Google Wallet notifications!
Google Wallet
§ 

Notifications sent when:
- 

Enter geo-fence or

- 

Expiration date near

©...
Passbook notifications!
Apple’s Passbook
§ 

Passbook gives the
marketer an option to
trigger notifications when
content ch...
We shared a lot of information today!!

A!

Activation Strategy

B!

iBeacons & Location

C!

Creative Tips

D!

Distribut...
Here is our recap of the most important points…!

About mobile wallet marketing

ABCs of Passbook and Google Wallet

Mobil...
Mobile wallet activation checklist!

Determine wallet use cases for your business
Follow design best practices for each wa...
Think holistically: creating the content is just the beginning!

1. Create!

5. Optimize!

4. Measure!

©2014 Vibes All ri...
Get the Mobile Wallet Handbook!

www.vibes.com/handbook
©2014 Vibes All rights reserved. Confidential

48
ABCs of Passbook and Google Wallet

Activation Tips, Beacons & Creative Design Tips
FEBRUARY 6, 2014!
Julie Novack, SVP, M...
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Vibes: The ABCs of Google Wallet and Apple's Passbook

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Before you launch your next (or first) mobile wallet campaign, let our Mobile Wallet experts here at Vibes teach you everything you need to know about Google Wallet and Apple's Passbook. You will learn: activation ideas, how to leverage Beacon technology, creative calls-to-action, design tips and the checklist every marketer needs before they launch.

Published in: Technology, Business

Transcript of "Vibes: The ABCs of Google Wallet and Apple's Passbook"

  1. 1. ABCs of Passbook and Google Wallet Activation Tips, Beacons & Creative Design Tips FEBRUARY 6, 2014! Julie Novack, SVP, Mobile Solutions, Vibes Mark Tack, VP of Marketing, Vibes #MobileWallet! @JulieRothNovack! @MarkTack!
  2. 2. Discussion topics! About mobile wallet marketing ABCs of Passbook and Google Wallet Mobile wallet checklist ©2014 Vibes All rights reserved. Confidential 2
  3. 3. Discussion topics! About mobile wallet marketing ABCs of Passbook and Google Wallet Mobile wallet checklist ©2014 Vibes All rights reserved. Confidential 3
  4. 4. Mobile wallet marketing: a new frontier! 4 Mobile marketing ! mobile database Mobile service! mobile payments service alerts targeting & segmentation loyalty program activation SMS QR codes sponsoredtext mobile web experiences m-commerce apps Mobile ! experiences! ©2014 Vibes All rights reserved. Confidential MMS push notification mobile wallet! marketing! service apps mobile alerts rich media ads mobile display ads Mobile advertising! Mobile media buys
  5. 5. No words needed to explain the value to the consumer!! ©2014 Vibes All rights reserved. Confidential 5
  6. 6. Passbook launched mobile wallet marketing movement! §  Apple started the non-payment movement in Sept 2012 with Passbook §  Google Wallet launched their non-payment solution a year later in Sept 2013 §  Both solutions allow users to save and organize: -  Offers and coupons -  Loyalty cards -  Rewards certificates ©2014 Vibes All rights reserved. Confidential 6
  7. 7. How do you get it?! Apple Passbook: Native ©2014 Vibes All rights reserved. Confidential 7 Google Wallet: Download
  8. 8. Benefits of mobile wallet ! For the Consumer! 8 For the Marketer! §  Convenience §  Great way to drive foot traffic §  Timely reminders (expiring offers) §  Higher conversion vs mobile web coupon §  Location triggers §  Ability to update content and offers §  Low cost location-based marketing ©2014 Vibes All rights reserved. Confidential
  9. 9. Mobile Wallet Impact! Are people using it?! On average, 70% of consumers will save a Passbook offer to their phone when presented with a pass. ©2014 Vibes All rights reserved. Confidential 9 Does it work?! 64% higher conversion rate over static mobile web coupons 26% increase in AOV over static mobile web offers Does wallet lift email conversion?! When email is activated with Mobile Wallet – 8% increase in conversion !
  10. 10. Love Connections Campaign
  11. 11. Gap delivered “love notes” to surprise and delight customers over the holidays with spas across the country and Southwest Airlines! ©2014 Vibes All rights reserved. Confidential 11
  12. 12. After texting “Love” -- a very special plaid shirt responds ! Google Wallet ©2014 Vibes All rights reserved. Confidential 12
  13. 13. Gap offered an wallet experience for all smartphones! Apple Passbook ©2014 Vibes All rights reserved. Confidential 13
  14. 14. Seeing is believing…try it out!! 14 Text STYLE to 84237! Google Wallet ©2014 Vibes All rights reserved. Confidential Apple Passbook Mobile Web Fallback
  15. 15. Discussion topics! About mobile wallet marketing ABCs of Passbook and Google Wallet Mobile wallet checklist ©2014 Vibes All rights reserved. Confidential 15
  16. 16. Building blocks of success! A! Activation Strategy B! iBeacons & Location C! Creative Tips D! Distribution E! Engagement ©2014 Vibes All rights reserved. Confidential 16
  17. 17. Building blocks of success! A! Activation Strategy B! iBeacons & Location C! Creative Tips D! Distribution E! Engagement ©2014 Vibes All rights reserved. Confidential 17
  18. 18. Developing your mobile wallet strategy: Getting started! §  What are you trying to accomplish? §  What is the use case for your wallet content? §  What do you want to measure? Offers & Incentives ©2014 Vibes All rights reserved. Confidential The Loyalty Card Event/VIP Passes 18
  19. 19. Think about how to layer in mobile wallet to your existing plan! 2014 Wallet Strategy Define mobile wallet objectives Establish KPIs/metrics Review existing campaigns Design integration plan Set up, execute and optimize ©2014 Vibes All rights reserved. Confidential 19
  20. 20. Building blocks of success! A! Activation Strategy B! iBeacons & Location C! Creative Tips D! Distribution E! Engagement ©2014 Vibes All rights reserved. Confidential 20
  21. 21. Passbook and Google Wallet are location-aware solutions! 21 §  When users enter a 100 meter radius, a reminder notification can be triggered §  Passbook offers up to 10 locations, Google Wallet is unlimited  Vibes ©2014 Vibes All rights reserved. Confidential
  22. 22. What are iBeacons?! 22 An iBeacon can be…! A small, wireless device that broadcasts tiny radio signals to smartphones ©2014 Vibes All rights reserved. Confidential OR! You can turn your iPhone or iPad into an iBeacon
  23. 23. iBeacons + Passbook – the next wave of shopper engagement! iBeacon ©2014 Vibes All rights reserved. Confidential 23
  24. 24. Building blocks of success! A! Activation Strategy B! iBeacons & Location C! Creative Tips D! Distribution E! Engagement ©2014 Vibes All rights reserved. Confidential 24
  25. 25. Similar content, different look! Google Wallet ©2014 Vibes All rights reserved. Confidential 25 Apple’s Passbook
  26. 26. Google Wallet
  27. 27. Google Wallet offer template! §  27 Defined sections allow for scrolling and unlimited content Include retailer name and offer! Make sure logo is sized appropriately! Personalize the offer! Keep details concise – 
 2-3 sentences! Keep terms consistent across 
 all wallet types! ©2014 Vibes All rights reserved. Confidential
  28. 28. Google Wallet loyalty card template! §  28 Loyalty template is similar to offers Include retailer name and offer! Make sure logo is sized appropriately! Assign a unique barcode ID to track redemption! Include store information and hours! Put important information like exclusive offers in the “Messages” field! Place information about the loyalty program at the end! ©2014 Vibes All rights reserved. Confidential
  29. 29. Apple’s Passbook
  30. 30. Passbook offer! §  30 Flexible front and back template design Logo should be in header image! Designed strip image is ideal! Deliver lock screen notifications to consumers! Assign labels for name and expiration date ! Assign a unique barcode ID to track redemption! Include information like: ! •  Location of 
 favorite store! •  Phone number! •  Store hours! Terms and conditions located beneath all company information! ©2014 Vibes All rights reserved. Confidential
  31. 31. Passbook loyalty card! §  31 Personalize with name, points, and even colors for loyalty tiers Keep loyalty balance above the fold for easy viewing! Deliver lock screen notifications to consumers! Dedicate label value to showcase loyalty program join date! Feature unique loyalty ID beneath barcode! Include information like: ! •  Location of 
 favorite store! •  Phone number! •  Store hours! Terms and conditions located beneath all company information! ©2014 Vibes All rights reserved. Confidential
  32. 32. Mobile Web Fallback
  33. 33. Mobile Web landing page design! §  To save time, leverage design from Passbook template Reuse Passbook strip image for consistent branding experience ! Include a barcode! ©2014 Vibes All rights reserved. Confidential 33
  34. 34. Wallet Manager makes it easy to manage content across both! Google Wallet! ©2014 Vibes All rights reserved. Confidential Apple’s Passbook! 34
  35. 35. Building blocks of success! A! Activation Strategy B! iBeacons & Location C! Creative Tips D! Distribution E! Engagement ©2014 Vibes All rights reserved. Confidential 35
  36. 36. Mobile wallet content can be distributed across many channels! Use multiple channels to distribute wallet content! Social Email Text Direct mail Apps / Push Mobile Ads ©2014 Vibes All rights reserved. Confidential Web 36
  37. 37. Email and text are preferred methods ! 37 Preferred method for receiving mobile wallet content 11% 20% Text message from the retailer 46% Email Base: Total n=1,000 Source: Vibes 2013 mobile consumer survey – July 2013 ©2014 Vibes All rights reserved. Confidential 19% App from the retailer Direct mail 4% Mobile banner advertisement
  38. 38. Email is one of the easiest channels to activate with wallet! 38 Mobile email Desktop email ©2014 Vibes All rights reserved. Confidential
  39. 39. For text, leverage device-aware, trackable, shortened URL ! 39 Apple Passbook Google Wallet Other ©2014 Vibes All rights reserved. Confidential
  40. 40. Building blocks of success! A! Activation Strategy B! iBeacons & Location C! Creative Tips D! Distribution E! Engagement ©2014 Vibes All rights reserved. Confidential 40
  41. 41. Mobile wallets offer “push like” notifications to engage users! App Push Notification ©2014 Vibes All rights reserved. Confidential 41 Mobile Wallet Notification
  42. 42. Google Wallet notifications! Google Wallet §  Notifications sent when: -  Enter geo-fence or -  Expiration date near ©2014 Vibes All rights reserved. Confidential 42
  43. 43. Passbook notifications! Apple’s Passbook §  Passbook gives the marketer an option to trigger notifications when content changes §  The message is controlled by the pass creator §  Notifications sent to lock screen ©2014 Vibes All rights reserved. Confidential 43
  44. 44. We shared a lot of information today!! A! Activation Strategy B! iBeacons & Location C! Creative Tips D! Distribution E! Engagement ©2014 Vibes All rights reserved. Confidential 44
  45. 45. Here is our recap of the most important points…! About mobile wallet marketing ABCs of Passbook and Google Wallet Mobile wallet checklist ©2014 Vibes All rights reserved. Confidential 45
  46. 46. Mobile wallet activation checklist! Determine wallet use cases for your business Follow design best practices for each wallet type Promote your mobile wallet content through multiple channels – email and SMS for starters Leverage location-based triggers to drive engagement Deliver an experience for all smartphones AND Think holistically about mobile wallet… ©2014 Vibes All rights reserved. Confidential 46
  47. 47. Think holistically: creating the content is just the beginning! 1. Create! 5. Optimize! 4. Measure! ©2014 Vibes All rights reserved. Confidential 2. Distribute! 3. Manage! 47
  48. 48. Get the Mobile Wallet Handbook! www.vibes.com/handbook ©2014 Vibes All rights reserved. Confidential 48
  49. 49. ABCs of Passbook and Google Wallet Activation Tips, Beacons & Creative Design Tips FEBRUARY 6, 2014! Julie Novack, SVP, Mobile Solutions, Vibes Mark Tack, VP of Marketing, Vibes #MobileWallet! @JulieRothNovack! @MarkTack!
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