Alexander Ragozin (Brandtone Russia) «Mobile Marketing: the era of smart phones is coming soon»Presentation Transcript
MobileMarketing:theeraofsmartphonesiscomingsoon.Whattodonowandhowtomeasureitseffectiveness?1Alexander Ragozin, General DirectorBRANDTONE Russia
The World’s leading mobile marketing company – working withleading brands in key developing and emerging markets(Brazil, South Africa, China, India, Russia, US )An award-winning team
10.06.13 3Key chellengies for smartphone era NOW1. How to reach 75 % of your potential consumers75%25%Share in usersFeature fonesSmartphones2. The speed of technology innovationsWEB SM APPS …. …… …. …..2000 2008 2011 2014 20203. The ROI from new technologies and it’s efficiencyas a marketing communication channel
10.06.13 4LET’S GO BACK TO OUR ROOTSTO SIMPLE AND INTEGRATEDSOLUTIONS
5Mobile Marketing from Brandtone?EngagingManageableInteractiveHi redemption levelA new media channel which use themost widespread technology in historywith highest ROI
TV Radio Print Web 3G Mobile AppReach/Coverage Engagement+100% penetration 1 on 1 interactionAsser%ve and Eﬃcient Communica%on Strategy Reduced Media “Waste” Tradi%onal Media Dependency While opening a superior media channel
7How it works?
4In 2011 Brandtone partnered withSouth African Breweries to planand execute the ground breaking“Be the Coach” promotion aroundthe showpiece Carling Cup soccerevent between the Kaizer Chiefsand the Orlando Pirates.
25.01.13 7The BriefThe Carling Team challenged Brandtone to execute a mobile campaign that would: Drive consump%on and build brand aﬃnity increasing commitment amongst Carling Black Label consumers and conver6ng switchers Use mobile to create brand engagement plaBorm enabling consumers to be part of the ac6on vo6ng for team selec6on and subs6tu6on Build Enhanced database of Carling black label consumers enabling future tailored communica6ons
The Campaign25.01.13 9
10.06.13 13Consumer buys a Carling Black Label to become the coach 1 Dial for FREE *120*764* underlinercode# 2 For each entry, consumes get to make one selec6on – of players on Kaizer Chiefs and Orlando Pirates 3 The fans votes are tallied to determine the team to play in a derby between Kaizer Chiefs & Orlando Pirates on 28 July 2012 4 5 Brandtone provided a customised USSD text-‐menu system designed speciﬁcally for Carling Black Label, allowing consumers to select their team with every purchase of Carling Black Label. Lucky daily winners win R5 air6me and 6ckets to the game
10.06.13 14Video Case Studyhttp://www.youtube.com/watch?v=etmzOOtNCIkhttp://vimeo.com/44024325
25.01.13 13• Over 20 million votes for team selection• Over 1 million unique consumer profiles created• 80% consumer opt-in for further communicationfrom the brand.• Volume and share increase• Earned media of almost 3 times total campaigninvestment.The Results
25.01.13 14Awards• GSMA 2012(Best Mobile Ad & Marketing Campaign)• Cannes Gold Lion 2012(Branded Content & Entertainment)
10.06.13 18Always ask yourself when you use mobile marketing1. Can this technology be accessible to a largepercentage of my clients??2. How I can measure efficiency and ROI?3. Can I integrate this technology in mymarketing mix and how it can increase mysales?4. Does this engage consumers ?5. How I can communicate with the consumerafter ending of the campaign ?
25.01.13 17Talk to us today.+79154336927 Alexander.firstname.lastname@example.org