MOBILE MEDIA: THE BRANDED UTILITY by: ben randolph + group director of marketing + wave omnimedia group Ft. Worth Advertising Club – Interactive Marketing Workshop – 10.17.08

“ Branding has been about cultural relevance – what we’re saying is that it’s not so much about relevance as usefulness. Brand messages need to be in a useful format.” Benjamin Palmer President/CEO The Barbarian Group Source: PSFK www.psfk.com/2006/11/branded_utility_1.html

WHAT IS A BRANDED UTILITY? For brands to remain relevant in our lives today they have to provide functional utilities that deliver the brand message and create a useful dialogue. BRANDED UTILITIES ARE TOOLS THE CONSUMER USES TO CONNECT TO YOUR BRAND

EXAMPLE BRANDED UTILITIES: PHYSICAL WORLD – MINI COOPER RICKSHAWS ONLINE WORLD – NIKE+ MOBILE WORLD – DELTA AIRLINE SECURITY CHECK-IN EACH ARE USEFUL TOOLS FOR THE CONSUMER

“ [Branded Utility] is where the brand creates a commitment to a relationship . It’s where the brand creates something useful to you, something that’s a utility in your life . The consumer will feel more confident with the relationship if the brand will continue to be part of your life.” Benjamin Palmer President/CEO The Barbarian Group Source: PSFK www.psfk.com/2006/11/branded_utility_1.html

“ When you create a utility, you’re creating something that gives people time back. It becomes less about information as pollution and more about information to help people get through life.” Nick Law Chief Creative Officer, North America R/GA Source: ADWEEK http://www.adweek.com/aw/content_display/news/digital/e3i1de189927bfff758384728f89282cfdd

O.K. MAKES SENSE. SO HOW CAN WE DO THIS?

BUILD THE MARKETING INTO THE UTILITY. MAKE THE UTILITY SO GREAT, PEOPLE CAN’T HELP BUT TALK ABOUT IT.

WHAT IS MOBILE MARKETING? The use of wireless media as an integrated content delivery and direct response vehicle within a cross-media marketing program. Source: Mobile Marketing Assocation

INTERACTIVE SMS MOBILE WEB ON-DECK

WHAT IS A MOBILE UTILITY? AN INTERACTIVE MOBILE APPLICATION PROVIDING TIMELY CONTENT. ie. CLICK-2-CALL, mCOUPON, Location Lookup, SMS Vote, etc.

HOW CAN MOBILE UTILITIES MAKE PEOPLES’ LIVES BETTER? THEY ARE LOCATION-AWARE THEY ARE PREFERENCE-AWARE THEY ARE REAL-TIME CAPABLE

GREAT, BUT MY BRAND ISN’T MOBILE. WHAT CAN I DO?

WELL, HONESTLY YOU’RE RISKING CULTURAL IRRELEVANCE

ASK THESE STRATEGIC QUESTIONS: WHAT TYPE OF DIALOGUE DO PEOPLE WANT TO HAVE WITH THE BRAND VIA MOBILE? IN A REAL-TIME, ON-DEMAND SOCIETY; HOW CAN THE BRAND PROVIDE CONTENT THAT IS RELEVANT TO THE CONSUMER? WHAT SOCIAL TRENDS WILL DRIVE ADAPTAPTION OF THE MOBILE UTILITY? THE MOMENT A CONSUMER DECIDES TO ENGAGE WITH YOUR MOBILE CAMPAIGN, ASK WHAT CONTENT CAN THE BRAND DELIVER TO CREATE VALUE AT THAT VERY IMPORTANT MOMENT. THINK: HOW CAN WE MAKE THEIR LIVES BETTER? HOW DO WE GET OUR CLIENT IN A “MOBILE STATE OF MIND?”

ASK THESE STRATEGIC QUESTIONS:

WHAT TYPE OF DIALOGUE DO PEOPLE WANT TO HAVE WITH THE BRAND VIA MOBILE?

IN A REAL-TIME, ON-DEMAND SOCIETY; HOW CAN THE BRAND PROVIDE CONTENT THAT IS RELEVANT TO THE CONSUMER?

WHAT SOCIAL TRENDS WILL DRIVE ADAPTAPTION OF THE MOBILE UTILITY?

THE MOMENT A CONSUMER DECIDES TO ENGAGE WITH YOUR MOBILE CAMPAIGN, ASK WHAT CONTENT CAN THE BRAND DELIVER TO CREATE VALUE AT THAT VERY IMPORTANT MOMENT.

THINK: HOW CAN WE MAKE THEIR LIVES BETTER?

RECOMMENDATIONS: UNDERSTAND KEYS TO SUCCESS IN MOBILE KNOW THE MEDIUM UNCOVER RICH CONSUMER INSIGHTS ON THE BRAND. OBSERVE + LISTEN DEVELOP A COMMUNICATION FLOW EARLY. TEST AND ROLE-PLAY. FAIL FAST. ITERATE. EXPLORE. BECOME A STUDENT LOOK FOR OPPORTUNITIES TO DIFFERENTIATE WITH PARTNERS. COMPLIMENTARY TECHNOLOGIES

RECOMMENDATIONS:

UNDERSTAND KEYS TO SUCCESS IN MOBILE

KNOW THE MEDIUM

UNCOVER RICH CONSUMER INSIGHTS ON THE BRAND.

OBSERVE + LISTEN

DEVELOP A COMMUNICATION FLOW EARLY.

TEST AND ROLE-PLAY.

FAIL FAST. ITERATE. EXPLORE.

BECOME A STUDENT

LOOK FOR OPPORTUNITIES TO DIFFERENTIATE WITH PARTNERS.

COMPLIMENTARY TECHNOLOGIES

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BEN RANDOLPH GROUP DIRECTOR OF MARKETING WAVE OMNIMEDIA GROUP BLR {at} WAVEOMNIMEDIA.COM