Overview
• Intro to who we are and what we do....
• The value of mobile marketing
• Case studies
• Key tips for planning mobile marketing
strategy

A Mobile Marketing Agency
We make BIG ideas work on little screens
We embrace tomorrows technology today
Technology meets strategy meets creative

“Create engagement & build relationships”

• Brand recall extremely high - with survey
results as high as 51%, with 96%
remembering the call-to-action
• Acquisition costs are much cheaper than
other mediums
30c - $1.00
• Results are instantly traceable
• Makes other mediums more accountable

• 10% of women have used their phone to check their make up
(via their camera)
• Women over 30 are the 2nd highest users of mobile games
(brainteasers)
• Highest accessed mobile content by both male and females is
the weather
• 56% of mobile web users are male and 44% are female

MOBILE MARKETING IN ACTION

Smirnoff secret party
• A secret party targeting 18 – 30 yr olds
• SMS to win competition to drive a database
• Mobile treasure hunt around the city to find tickets
• GPS tracking system....
• Mobile website
• Banner advertising (3.6% CTR from Bigpond)

In-store competition aimed at 40 + females.
Online and sms entry over 200,000 entries.
25 % opt-in rate for mobile communications
Coupon offer had a 19% uptake with a 10%
increase in sales.

Cover girl mobile marketing
strategy
1) Strong mobile site
2) A mobile CRM program
3) Text-to-sample program
4) Integration with other marketing activities

Mobile site
1) 1-2% CTR from
banner advertising
2) Video tips section
3) Color match
section
4) Join the CG VIP
mobile club

Cover Girl VIP Club
1) Text 3 times per
month
2) Offers
3) Tips and tricks
4) New product
launches
5) Samples

Text for Sample
- In print CTA
- Samples were gone within hrs
- Seeded throughout twitter and “free stuff”
websites

Integration with marketing plan
• Strong CTA on all print
• Input your mobile number on the website
• Leverage relationship with Americas next top
model using an sms to win comp
– TVC
– Print
– Online
– Mobile website (simple text to enter)

Key tips for planning a mobile
strategy
• Get consumers to opt-in for mobile via your
site and at events etc
• Ensure you have a “continue the conversation
plan”
• Understand your consumers mobile habits
• Consider how to get people to a mobile site
before you develop the site

“Mobile is no longer innovation”
Lara Green, Digital Marketing
Manager, CoverGirl and Max Factor (P&G)