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Mobile presentation for berkshire visitors bureau

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On Wednesday, Feburary 29, 2012, I presented to the Berkshire Visitors Bureau about mobile marketing, including six things you can easily do to reach customers through their mobile device.

On Wednesday, Feburary 29, 2012, I presented to the Berkshire Visitors Bureau about mobile marketing, including six things you can easily do to reach customers through their mobile device.

Published in: Travel, Technology, Business

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  • Transcript

    • 1. The Mobile Mania Six ways to start your mobile marketing Charles McEnerney Principal, Layers MarketingPresented to members of the Berkshire Visitors BureauFebruary 29, 2012Pittsfield, Massachusetts, USA
    • 2. Charles McEnerneyMy background includes 25 years inmarketing and editorial positions at: ArtsBoston Fast Company magazine HBO MovieMaker magazine Seattle International Film Festival WGBH in TV, film, and audio production
    • 3. Principal at Layers MarketingCurrent + recent clients include: Appsembler The Arts Fuse The Eliot School of Fine & Applied Arts Future of Music Coalition The Haven restaurant JP Centre/South Main Street Jamaica Plain Music Festival Yoko Miwa Trio Zebigo.com
    • 4. Presentation is online at• http://www.slideshare.net/ cmcenerney/mobile-presentation-for- berkshire-visitors-bureau
    • 5. Mobile marketing is...• An all-encompassing term using for reaching consumers through their mobile devices, including smart phones such as the iPhone, Blackberry, Android, Windows, etc.
    • 6. Mobile marketing includes • mobile ready web sites • smart phone apps • mobile advertising • 2D codes, such as QR (quick response) codes • SMS (short message service) • MMS (multimedia message service)
    • 7. Six ways to reach visitors 1. have a mobile-ready web site 2. use QR codes to help visitors reach your site fast 3. make sure your profiles on Yelp, TripAdvisor, Open Table, etc. are ready for visitors 4. create your own mobile app 5. mobile advertising 6. offer deals and information to those who check- in on foursquare, Facebook, Yelp, etc.
    • 8. 1) Have a mobile ready web site• A mobile ready web site is one that will load and format your existing web site in a mobile browser so that it is easier to navigate.• Many sites are made mobile ready by limiting what the viewer sees, making it easier to navigate when they are on-the-go.
    • 9. Tips on how to make your site mobile ready • have a fast-loading site; use images sparingly • create clickable icons • don’t use Flash • have an easy to navigate site; use bullet points • use HTML phone numbers so they are easy to call • use maps to make it easy for people to find you • avoid horizontal scrolling
    • 10. Sources:• http://www.sitepronews.com/ 2012/01/03/the-explosion-of-the- mobile-web-is-your-website-ready-a- spn-exclusive-article/• http://bloggertone.com/marketing/ 2011/11/10/checklist-is-your-website- mobile-ready/
    • 11. Some sites that are not yet mobile ready
    • 12. Some mobile ready sites
    • 13. What does your web site look like? Run your current site through one of these free analysis tools: • http://www.howtogomo.com • http://www.mobilemoxie.com • http://www.deviceanywhere.com • http://www.mobiready.com
    • 14. Services that can help make your site mobile-ready• http://inspirationfeed.com/articles/ blogging/how-to-make-your-website- mobile/• http://churchm.ag/5-free-tools-to- make-your-website-mobile-ready/
    • 15. Mobile-Ready White Paper • http://www.dudamobile.com/images/ downloads/ google_dudamobile_white_paper.pdf
    • 16. 2) Use QR codes to help visitors get to your site• 2D codes, such as QR codes allow smart phone users to use an app to scan the code, taking them directly to a web site instead of having to type in or search for it.
    • 17. A QR code in action
    • 18. QR code exclusives• Use QR codes to give mobile users something exclusive that other web visitors would not (or could not) find by just visiting your web site.• Another way to track if your mobile marketing is working.
    • 19. 3) Make sure profiles are ready for visitors• Mobile users will use apps such as Yelp, TripAdvisor or TripAdvisor’s City Guides, Open Table, etc. to research their options.• Be sure your company or organization’s information is correct on these sites. Set up a Google Alert to make sure you know when there are new additions and/or a new site adds your business.
    • 20. Claim your business on Google Places• It’s free to claim your business on Google Places and propagate it with correct information (which isn’t always the case!), photos, video, etc.• This will help your business show up on Google Maps and information about your business when visitors conduct a Google search.
    • 21. The consumer has a bigger voice than ever before • Whether you like services like this or not, consumers now have the ability to write things (usually strongly positive or strongly negative) about your company or brand. • If the platform allows, be sure to respond to any reviews or comments so that consumers know you’re paying attention and engaging with them directly.
    • 22. Ask your customers for reviews• While you can’t always please everyone, be sure to ask your customers to write reviews about your business if they would like.• The more reviews, the more likely your prospective customers will see they are honest, trustworthy comments, which is what you want.
    • 23. Good listen from WBUR• The Peril And The Promise Of Online Reviews• http://onpoint.wbur.org/2012/02/09/ online-reviews
    • 24. 4) Create your own mobile app • If your brand has a higher volume of “content” online or in the physical world, you might want a mobile app, which gives consumers another way to delve in.
    • 25. Questions to answer before developing • How many of your customers are already visiting your site via a mobile device? • What platform should you develop for first? Android, Blackberry, iPhone, or Windows?
    • 26. Developing a mobile app • Finding a developer to create a mobile app can be tough, as they are in-demand these days. • Try other mobile apps and locate developers for those that you like.
    • 27. 5) Mobile advertising• Mobile advertising includes text ads or display ads.• Advertising can be purchased through Google’s AdMob, Jumptap, Millennial Media, and Mojiva, among others.• Currently the cost-per-click is less than Adwords or Bing on the web because it is not yet a crowded market.
    • 28. Mobile ad content• keep it simple, straightforward• moving graphics can help catch the eye
    • 29. Mobile ad targeting• Your ads can be set up to serve:• by type of mobile device (phone, tablet, etc.)• platform (Verizon, AT&T, etc.)• geographic area (by state)• via a daily budget that it won’t exceed
    • 30. iPhone display ads
    • 31. iPad ads
    • 32. Mobile advertising prediction
    • 33. Sizes, how-to, etc. from theInternet Advertising Bureau • http://www.iab.net/ iab_products_and_industry_services/ 1421/1443/1452
    • 34. Articles on Best Mobile Travel Apps• http://www.techdrivein.com/2011/06/15-best- android-apps-for-travelers.html• http://blog.eaglecreek.com/read/adventure-travel/ 5-best-mobile-apps-for-travelers/• http://globetrooper.com/notes/essential- smartphone-apps-for-travelers-in-2011-and-2012/• http://www.techmaish.com/7-useful-mobile-apps- for-travelers/
    • 35. 6) Location-based Marketing• Where mobile users can “check in” in mobile apps such as:• foursquare• Facebook• Yelp
    • 36. Offer deals to those who check-in nearby • On foursquare, Yelp, etc., you can claim your business and, if you offer a “deal” to anyone who checks-in nearby, they will see your deal (e.g., 10% off, free appetizer, buy one second person gets in free, etc.)
    • 37. Inform and Educate• On foursquare, you can also add tips about places that then show up when someone checks-in nearby.• Your tips then can inform people about local history or facts, providing a value to them and creating a stronger relationship with them.
    • 38. Additional ideas...
    • 39. SMS Messaging• While not always inexpensive, there are a number of services for acquiring and delivering SMS messages include g8wave, Mobilestorm, Clickatell, Message Media, EZ Texting, etc.
    • 40. Google Adwords• Even if you don’t want to do a long-term advertising campaign on Google Adwords, it is worth it to run for a month or two so that your address will appear in Google Maps when someone is using the app on their smart phone.
    • 41. Twitter• If you use Twitter, set up searches where you can find tweets about local businesses, towns, etc.• Check the list once a day and follow these users; they’ll get an email that you are following them. Is another way to get onto consumers’ radar while they are visiting the area.
    • 42. Photography• http://instagr.am + http:// artandmobile.com/toycamera/ for taking photos while people are out• if your business is comfortable with it, suggest to people to take a photo at your business and share them with those following them.
    • 43. Tracking• Before you start any mobile campaign, be sure to have Google Analytics code installed on every page of your web site so you can track where visitors are coming from and which are most valuable to your company.• Google Analytics is free to use and very easy to add to your site.
    • 44. Top Travel Apps• http://www.forbes.com/sites/ traceygreenstein/2011/09/29/the-10- best-travel-apps/• http://www.travelandleisure.com/ articles/tls-top-travel-apps-2010• http://www.msnbc.msn.com/id/ 42723288/ns/travel-travel_tips/t/best- travel-apps-ease-your-journey/ #.T0lnUFFmtsE
    • 45. Good reads• The Third Screen: Marketing to Your Customers in a World Gone Mobile, by Chuck Martin• The Power of foursquare: 7 Innovative Ways to Get Your Customers to Check in Wherever They Are, by Carmine Gallo
    • 46. Good email newsletters• mobilecommercedaily.com• mobilemarketer.com• mobilemarketingwatch.com
    • 47. Thank you!• If you’re interested in a free consultation about traditional, web, or mobile marketing or marketing education, please contact me!• charlie@layersmarketing.com• 617-233-6613.• Twitter: @layersmarketing + @wellroundedradi