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Mobile Coupons And Promotions

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Presentation of the Mobile Coupon application built on the i-COOK Platform

Presentation of the Mobile Coupon application built on the i-COOK Platform

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  • 1. Mobile Coupons & Promotions Another Innovative i-COOK Platform Application
  • 2. Benefit Engine
    • Front-end website promotions
    • Member community promotions
    • Profile page promotions
    • Mobile Coupons and Promotions
    • Contextual Promotions
    • Rich Media Sponsorships
    • Data Aggregation, Analysis and Reports
    Delivering value to foodservice stakeholders in a non-intrusive manner from the i-COOK platform Promotions Dashboard
  • 3. Market Summary 57% of consumers said they would want to receive a coupon on their phone (Deloitte) 63% of consumers, across all age groups, said that a coupon would be the most effective incentive to get them to respond to a mobile marketing message (ABI Research) Mobile handsets are now the technological tool Americans would be most reluctant to give up, surpassing the Internet and T.V. (Pew Internet & American Life Project) The pullback of ad spending and mobile phones becoming personal computers, are the most "disruptive" force in media today, according to a new survey of media and advertising professionals by consulting giant KPMG (Mediapost, Feb. 6, 2009) The U.S. mobile ad market will grow from $33.2 million in 2008 to $1.4 billion in 2012 (The Kelsey Group) The typical mobile phone user carries his or her phone around for an average of 14 hours per day (Gartner: Market Trends) 23 percent – that’s 58 million – of all U.S. mobile subscribers say they have been exposed to advertising on their phones in the past 30 days. Half of all data users, or 28 million, who recall seeing mobile advertising in the previous 30 days say they responded to a mobile ad. (Nielsen Mobile) 243 million citizens, or 80 percent of the U.S. population of 303.6 million, have mo-bile phones. Of mobile phone users, 200 million, or 82 percent, operate phones with text messaging capabilities, and 174 million, or 72 percent, have phones capable of browsing the Web (CTIA-The Wireless Association)
  • 4. Market Summary cont. Global spending on mobile advertising totaled $2.7 billion in 2007 and is expected to reach $4.6 billion in 2008, and rise to $19.1 billion by 2012. (eMarketer) 3.3 billion people worldwide now have mobile phones (eMarketer) 87% of US market has a cell phone (Gartner) 33% of email addresses change on an annual basis while cell phone numbers stay with the same customer for years (ABI Research) 63% of consumers feel a coupon is the top incentive to receive mobile marketing text message (ABI Research)
  • 5. Opportunities
    • Create an advertising or “Benefit” engine on the i-COOK platform that includes
    • the ability for members to manage and deliver coupons and promotions not only when their audience is making purchasing decisions but also when they are not at their place of business or around a computer. The delivery of these coupons and promotions to mobile devices addresses our value propositions and benefits the following stakeholders:
    • Manufacturers to Consumers
    • Distributor to DSR
    • Operator to DSR
    • Operator to Consumer
  • 6. Operator to Consumer … (example)
  • 7. Types of Coupons Alphanumeric (Text Message) Know your audience and deliver the least common denominator. Similar to browser and resolution considerations developers face. One Dimensional Bar Code Two Dimensional Bar Code Text mealdeal to 498536
    • Versatile
    • Simple
    • Helps prevent fraud
    • Widely used
    • Easy to create
    • Served up via WAP
    • Prevents fraud
    • Holds more info
    • Doesn’t require scanner
    • Read and interpreted by camera phones
  • 8. Delivery Methods SMS – Short code campaign or text message promotion as part of location-based ad network. Part of a manufacturer’s or Operator’s integrated marketing plan, managed from the i-COOK benefit engine Promotions Dashboard. MMS – Can deliver one or two dimensional bar code coupons. WAP Push – Provides link to WAP site with coupon or promotion code. Print – Short code campaigns or one and two dimensional bar codes.
  • 9. Location Based Advertising Businesses pay to participate in industry’s first foodservice, location-based ad network Consumer’s opt in to receive promotions and coupons from the network When consumers are within a certain distance of a participating establishment, they automatically receive promotions
  • 10. Examples QR Codes (2 dimensional) will soon be appearing on cans of Pepsi Max. The code resolves to a WAP site with games and videos
  • 11. Case Studies Dining franchise Village Inn used mobile coupons to lure consumers and build out the restaurant brand’s Mobile VIP Club. The campaign offered users the chance to redeem one free entrée with their purchase of another entrée. Users were asked to text the word CREPES to short code 74642 to get the mobile coupon offer. Results : 30% double opt-in to VIP Club 113% of coupons redeemed (created viral effect, users passed coupons to friends)
    • The Wine Enthusiast advertisements in Wall Street Journal, prompted readers to take a picture of an advertisement with their camera phone to receive a special offer from Wine Enthusiast on their mobile phone. The offer was a coupon good for 15% percent off purchases of $100 or more at Wine Enthusiast.
    • Benefits
    • Responses received from various cities across US
    • Measurable print advertisement effectiveness by city, regional edition and time of day
    • Image recognition rate of 99%+