Mobile Marketing with Apple Passbook

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If you are looking for that one piece of technology that will give you an edge in your or your client's business, this class will unveil the endless marketing opportunities with Apple's native mobile app "Passbook". As with any new technology, proof of user adoption is a key factor in deciding whether to move forward but the early adopters of new technology are most often the ones that benefit the most and the people who wait are left behind to catch up.

The shift is already happening where both small and large brands around the world are already responding to consumer demand for paperless tickets and coupons and making payments using their mobile device. In this class, you will learn how you can get your brand into your client's mobile device via Apple's Passbook.

TAKEAWAYS

1) Understand how specific industries (travel, food and beverage and retail) are successfully using Apple Passbook to quickly market with increased effectiveness to their customers
2) Develop a deployment process map to deliver a beautiful user experience and fully integrated marketing campaign with Apple Passbook
3) Create your own simple marketing campaign to promote an electronic loyalty program pass, promote a coupon and quickly deliver marketing messages targeting your customer preferences
4) Confidently design and issue your first Passbook Pass (you will issue one during the workshop) and following the workshop you will be able to send something to your customers before the beginning of May (depending on the complexity of your campaign).

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Mobile Marketing with Apple Passbook

  1. 1. Paul Tomes - Founder, CEO PassKit Art Lee - CEO Internet Marketing Coach MOBILE MARKETING W/APPLE PASSBOOK 1
  2. 2. OBJECTIVES INCREASE YOUR KNOWLEDGE 2 ‣ Travel, Food & Beverage, Retail Successful use of Apple Passbook to quickly market with increased effectiveness to their customers ‣ Simple Marketing Campaigns Promote an electronic loyalty program pass & a coupon. Quickly deliver marketing messages targeting your customer preferences ‣ Develop & Deploy Process mapping to deliver a beautiful user experience and fully integrated marketing campaign ‣ Design & Issue Customized Passbook Pass! 2
  3. 3. DEBUNKING APPLE PASSBOOK WHAT IS PASSBOOK 3 3
  4. 4. WHAT IS PASSBOOK LEATHER WALLET ‣ Invented in late 1600’s after paper currency was introduced ‣ Content: Currency, credit card, identification cards, store valued cards, membership cards, business cards, notes, receipts ‣Shift already moving to electronic 4 4
  5. 5. WHAT IS PASSBOOK DEFINITION OF THE ELECTRONIC WALLET 5 Digital/Electronic Wallet Electronic device that allows individuals to make electronic transactions (not always currency, i.e. coupons, tickets, reward points Online/Virtual Wallet Program or web service that allows users to store and control online shopping information details in one place (login info, password, address, credit card) - i.e. Google Wallet, PayPayl 5
  6. 6. WHAT IS PASSBOOK ELECTRONIC WALLET ECOSYSTEM 6 ‣ content creator ‣ merchant ‣ the wallet ‣ wallet content 6
  7. 7. WHAT IS PASSBOOK WORLD OF THE ELECTRONIC WALLET 7 OPEN CLOSED Install Startups Trust No install Inherent Trust Cloud SIM based Client side authenticate Specific to channel i.e. Google Wallet Native 3rd Party 7
  8. 8. WHAT IS PASSBOOK WHERE DOES PASSBOOK LIVE? 8 8
  9. 9. INDUSTRY SPECIFIC CASE STUDIES HOW IS PASSBOOK USED 9 9
  10. 10. INDUSTRY SPECIFIC CASE STUDIES TRAVEL EXPERIENCE 10 CREATE ‣ Developer or via Application (i.e. PassKit) DISTRIBUTE ‣ From App, email. text message, etc. MANAGE ‣ Update boarding information (gate change, boarding time, etc.) ‣ Confirmation of check in before and after boarding ‣ Track miles for Airline Miles program 10
  11. 11. INDUSTRY SPECIFIC CASE STUDIES FOOD & BEVERAGE EXPERIENCE 11 CREATE ‣ Developer or via Application (i.e. PassKit) DISTRIBUTE ‣ QR Scan, email, text message, etc. MANAGE ‣ Lock Screen message reminder of unredeemed coupons, store valued cards, events ‣ Track points & stored value, communicate rewards, promote sales (Buy 5 get 1 free) ‣ Track user preferences (what they like, when they visit) 11
  12. 12. INDUSTRY SPECIFIC CASE STUDIES RETAIL EXPERIENCE 12 CREATE ‣ Developer or via Application (i.e. PassKit) DISTRIBUTE ‣ Store App, email, text message, QR code MANAGE ‣ Track & analyze stored user data, redemption behavior ‣ Manage customer information (reward points, preferences) ‣ Lock screen messages to encourage visit 12
  13. 13. INDUSTRY SPECIFIC CASE STUDIES SUMMARY OF FEATURES BEING USED Location Based Services to serve Lock Screen Messages Enhanced marketing with location + customer data Integration with Mobile Apps to serve paperless content Track & Analyze customer data Additional data from redemption behavior of pass 13 13
  14. 14. INDUSTRY SPECIFIC CASE STUDIES IS THIS FOR EVERYONE? 14 14
  15. 15. VISUALIZING THE PROCESS PROCESS MAPPING 15 15
  16. 16. VISUALIZING THE PROCESS WHAT ARE YOUR OBJECTIVES? 1. Drive more customers online to offline (in-person) 2. Increase the time to market to incite customer activity 3. Gain an increased understanding of customer behaviors 4. Provide an enhanced customer experience 5. Increase convenience to your business 6. Lower marketing costs and increase effectiveness 7. Increase overall sales 16 16
  17. 17. VISUALIZING THE PROCESS Process Name Time flows from left to right Show activities and system interaction “Swimlanes” top to bottom 17
  18. 18. VISUALIZING THE PROCESS Process Name ‣ Process name aligns to objective ‣ Map each of your processes ‣ Create ‣ Distribute ‣ Use / Manage ‣ Good way to start ‣ SIPOC 18
  19. 19. VISUALIZING THE PROCESS ‣ Use rational groups for each swimlane; eg ‣ Customers ‣ Client oriented staff ‣ Back office staff ‣ Databases ‣ Assets ‣ Crossing a swimlane means some form of interaction ‣ How will the interaction happen “Swimlanes” top to bottom 19
  20. 20. VISUALIZING THE PROCESS Show activities and system interaction 20
  21. 21. VISUALIZING THE PROCESS Time flows from left to right 21
  22. 22. CREATE LOYALTY PASS & COUPON CREATING YOUR OWN PASS 22 22
  23. 23. Q&A MOBILE MARKETING WITH APPLE PASSBOOK 23 23
  24. 24. Q&A LEARN MORE 24 24

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