Slides from my presentation on mobile marketing given at the 2011 Oklahoma Indian Gaming Association.

1. Overview of Mobile Marketing
Overview of Mobile Marketing
Judd Wheeler
August 17, 2011

3. How Big Is Mobile?
1.7 billion television sets

4. How Big Is Mobile?
2 billion Internet users

5. How Big Is Mobile?
1.2 billion computers
(including tablets)

6. How Big Is Mobile?
4.9 billion combined

7. How Big Is Mobile?
4.9 billion combined > 5.3 billion paid subscribers

8. Growing Trend
Growing Trend
• Americans are
Americans are
getting rid of landlines

9. Growing Trend
Growing Trend
• 10 States that have at least 30% of adults rely strictly on cell
phones
– Arkansas
– Mississippi ‐ highest poverty rate at 21.9% in 2009 (Census Bureau)
– Colorado
– Idaho
– Kentucky
– Nebraska
– North Dakota
– Oklahoma
– Oregon
– Texas

10. Within Arms Reach 24/7
No
9%
Yes
91%
Morgan Stanley

11. Reach
• Cell phone penetration is 96% of the US
Cell phone penetration is 96% of the US
population
• High in low income population
High in low‐income population
• That means…
Over 87% of the U.S. population is within an
O 87% f h U S l i i i hi
arm’s reach

13. Smartphone Demographics
Smartphone Demographics
• Income over $75,000
Income over $75 000
• College graduate
• Men/women: 55/45 split
/ / li
• Higher percentage African‐Americans and
Hispanics than white – URBAN
• Roughly 75% of the users being between age
g y g g
18 and 54

14. Mobile Technologies
Mobile Technologies
• Text Messaging (SMS/MMS)
Text Messaging (SMS/MMS)
• 2D Barcodes
• Mobile Web & Search
Mobile Web & Search
• Advertising
• Location‐Based Services (LBS)
Location Based Services (LBS)
• Near Field Communications (NFC)
• Augmented Reality (AR)
Augmented Reality (AR)
• Apps

16. Text May Not Be Sexy, BUT…..
Text May Not Be Sexy, BUT…..
• 90% of all text messages read within 3 minutes of delivery
• 95% within the 1st 15 minutes
• Over 99% read by the recipient
• SinglePoint Conversational Advertising
g g
• Text:
– CTR 14.06% Conversion 8.22%
• Email:
– CTR 6.64% Conversion 1.73% (average 33% change yearly)
• Internet Display
– CTR 0 76% C
CTR 0.76% Conversion 4.43%
i 4 43%
• Direct Mail
– Response 1.4‐3.4% (Conversion < 1%)
• DMA 2010 Response Rate Trend Report

17. Text (SMS/MMS)
Text (SMS/MMS)
• Alerts • Text4Offer
• Text2Win • Polls
• Text4Info • Pics & Text2Screen
& Text2Screen
Courtesy of iMobilize Media

21. • Let gamblers text Poker Blackjack etc for
Let gamblers text Poker, Blackjack, etc. for
seating requests versus having to wait for a
table to open
table to open
• Reservation requests
• R i d l
Remind players they
h
are within 200 points
of moving to the
f i h
next level

22. Stop, Shop & Play?
Stop, Shop & Play?

23. Stop, Shop & Play?
Stop, Shop & Play?
• Text‐to‐win contest
Text to win contest
• Billboards spaced out
• Unique code & guarantee at least $5 prize
i d & l $ i
Could take home $1 million

24. Stop, Shop & Play?
Stop, Shop & Play?
• After 8 weeks
After 8 weeks
– 25% added to player loyalty club
• After a year
After a year
– HUGE database of customer contact numbers

25. SMS Appeal
SMS Appeal
• Short convenient format
Short convenient format
• Most effective marketing messages =
Least amount of thought from the consumer.
Least amount of thought from the consumer
• Permission‐based
• Redeemed value of mobile coupons
– 24% higher than Internet and e‐mail coupons
– Nearly 50% higher than paper coupons

26. Goals
• Get them in the door
Get them in the door
– Coupons
– Special entry sweepstakes
Special entry sweepstakes
• Keep them there
– Provide interactive experience
• Get them to come back
– Maintain communication

27. Alert Ideas
Alert Ideas
• Concert/entertainment schedules
Concert/entertainment schedules
• New restaurant or specials
• Tournament schedules (special messages go
h d l ( i l
out with incentives to fill slots)
• Pre‐register for tournaments
• Encourage guests to text reviews or
g g
suggestions

29. Mobile Barcodes
Mobile Barcodes
30 characters 3,296 alphanumeric 1,000 characters
• 1992 – Denso‐Wave (Toyota)
( y )
• Additional storage capacity accommodates a variety of data beyond
numbers:
– Text
– Hyperlink
– Telephone number (Phone call)
– SMS/MMS message
– Email (Send message)
– Contact entry (vCard or meCard)
– Calendar entry (vCalendar)

30. Deals, ads and a video
D l d d id
7,581 web site visits (90 days)

32. Top 5 Reasons ‐1st Time QR Scan
Top 5 Reasons 1 Time QR Scan
• 87% to find a discount
87% to find a discount
• 64% to enter a sweepstakes
• 63% to access additional info
63% ddi i li f
• 60% to make a purchase
• 53% to sign up to receive more information

34. Don t
Don’t
• Don’t distribute a mobile barcode without
Don t distribute a mobile barcode without
thoroughly testing it
• Don’t link to a
Don t link to a
generic webpage
• D ’ li k
Don’t link to a
webpage that
isn’t mobile‐friendly
i ’ bil f i dl

35. SnapTag
• Send MMS – feature phones
Send MMS feature phones
• Scan with app

39. Retail Mobile Web
Retail Mobile Web
Mobile enabled retail web site
Mobile‐enabled retail web site
• 54% consumers would shop
directly from barcodes in
magazines
i
Have
• 12% of retailers offered it Not
40%
• Must break away from
traditional channels Have
60%
• E b
Embrace evolution, prepare
l ti
for future demands OR be
left behind

41. More browser phones than PCs

42. Search

44. Mobile Advertising
Mobile Advertising
• Opportunity to reach
Oppo tu ty to eac
consumers improving
• Mobile ads perform
5 times better than
Internet ads
I t t d
• Match the creative to
Match the creative to
the device's smaller
screen size

45. Mobile Advertising
Mobile Advertising
• Fragmented
– Over 10 ad networks in U.S. alone
– Players like inMobi, AdMob (Google), iAd (Apple),
y , ( g ), ( pp ),
Microsoft Mobile Advertising, Millennial Media,
Greystripe… (none dominate)
• Types of networks
– Blind (largest) ‐ awareness
– Premium Blind ‐ action
– Premium ‐ conversion

47. Location Based Service
Location‐Based Service
10,000,000
• Check in
• Find friends
Find friends
• Share on social networks (FREE word of mouth)
• Unlock rewards

48. Location Based Service
Location‐Based Service
10,000,000
Brand engagement through social mobile
interaction

49. Location Based Service
Location‐Based Service
10,000,000
• Domino’s: 29% profit increase to social media and
Foursquare
• McDonald’s check‐in increased 33% during their
Foursquare Day campaign
Foursquare Day campaign

50. Location Based Service
Location‐Based Service
10,000,000
• Translation:
“Stop by anytime this weekend and check‐in on
p y y
FourSquare to receive a free buffet and $100 free
slot play”
p y

51. Shopkick (Proximity Marketing)
(Proximity Marketing)

52. ShopAlerts
• Works with any phone
Works with any phone
(no GPS)
• Opt‐in
p
• SMS, Facebook, Twitter,
web, in‐store signage
g g
• Geo‐fences based off
cell towers

53. SCVNGR Buffalo Wild Wings
SCVNGR – Buffalo Wild Wings
• Go places
p
• Do challenges
• Earn points
• 720 locations
12‐week campaign
12 week campaign
(March Madness)
• Media & customer
engagement
• Improve customer return
rate – drive revenue
rate – drive revenue

54. Turn Watching Games into a GAME
Turn Watching Games into a GAME
• Rewards for completed
p
challenges included:
– $5 off (3 points),
– a free Coca Cola (20
a free Coca‐Cola (20
points) and
– free wings (30 points)
• T k i of friends,
Take pics f f i d
sauciest wing in the
basket, fans of rival
teams, crowd going wild…
• Could share to Facebook
& Twitter
& Twitter

55. Results
• Players generated 20,000+ challenges
• There were 184,000 unique players
• 1 in 3 players returned to play again
• On average, users completed 7
challenges
• 100 million social impressions via
Facebook and Twitter.
• On average, a player spent 90
O l 90
seconds per challenge, meaning that
BWW saw the equivalent of 3.6 years
of brand engagement in its locations
g g
during the campaign.
Now had an established database of
184,000 people for its next campaign
l f

57. Near Field Communication
Near Field Communication
• Subset of RFID
• 150,000 NFC
• 6 illi t diti
6 million traditional
l
Crone Consulting

58. NFC Predictions
NFC Predictions
• Chip makers predict 40‐50 million NFC phones
Chip makers predict 40 50 million NFC phones
by 2011
• ~300 million phones worldwide (20%) phones
~300 million phones worldwide (20%) phones
with NFC by 2014 (Juniper Research)
• 30% of all mobile phones worldwide will be
f ll bil h ld id ill b
NFC enabled in 2015 (HIS research)

60. Digital Signage + NFC mTAG
Digital Signage + NFC = mTAG
• Cafes
• Health clubs
• Airports
• Airplanes
• Pharmacies
• Casinos

61. People Aren t Waiting
People Aren’t Waiting

63. Augmented Reality
Augmented Reality
• Yelp • Zagat RETINA
–SSee restaurants
t t –C i t
Can interact & virtually
t & i t ll
– Click to get ratings and walk down the street
reviews – Click to get full review
g
and details

64. • Create your own AR world
• Open platform
Open platform
• 1.4M active users
• Bring digital into reality
Bring digital into reality

67. Apps
Ave Price: $3.64
Over 7 TB
Free,
36%
Pay,
64%
$891,982.24

68. Apps Dirty Little Secret
Apps Dirty Little Secret
Average: 60 apps downloaded to iPhone or iPad
Average: 60 apps downloaded to iPhone or iPad
Paid Free
• 30% first downloaded • 20% first downloaded
• 5% by day 21 • 5% by day 25
• 1% by day 90
b d • 1% by day 90
b d
Socialize Inc.

69. And/
+
OR
=

70. Three Pillars of Good App
Three Pillars of Good App
• Design
– UX
– A polished look
• Development
– Innovate
– Analytics & events tracking
– Updates
• Presentation
– Get more ratings
Get more ratings
– Social integration
– App store pictures

71. North Face (China)
North Face (China)
• Stake virtual claim • > 2 million unique visitors to
• Li
Live score kept on web &
k b& web
outdoor electronic board • > 651,000 red flags planted
• 18 days
18 days • Champion > 4,000
Champion 4,000

72. Vegas Apps
Vegas Apps

73. Beyond the Standard
Beyond the Standard
• Layout of floor = easily to find favorite games
Layout of floor = easily to find favorite games
• Utilize “loyalty” section
• G
Geo‐triggered push notifications
i d h ifi i

74. Palms Fantasy Blackjack
Palms Fantasy Blackjack
• Join league or start one
Join league or start one
• Play against other people over time period
• Keeps Palms brand top of mind
l b d f i d

75. “Put your best
people on mobile.
people on mobile ”

76. Overview of Mobile Marketing
Overview of Mobile Marketing
Judd Wheeler
Judd Wheeler
August 17, 2011
jwheeler@comm‐arts.com
(918) 493‐5700