"Revolutionize Your Direct Marketing With Mobile/Social! 10 Strategies & 26 Case Studies "
Upcoming SlideShare
Loading in...5
×
 

"Revolutionize Your Direct Marketing With Mobile/Social! 10 Strategies & 26 Case Studies "

on

  • 1,242 views

 

Statistics

Views

Total Views
1,242
Views on SlideShare
1,158
Embed Views
84

Actions

Likes
2
Downloads
19
Comments
0

2 Embeds 84

http://www.vivastream.com 60
http://www.scoop.it 24

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

"Revolutionize Your Direct Marketing With Mobile/Social! 10 Strategies & 26 Case Studies " "Revolutionize Your Direct Marketing With Mobile/Social! 10 Strategies & 26 Case Studies " Presentation Transcript

  • Revolutionize Your Direct Marketing With Mobile/Social! 10 Strategies & 26 Case Studies DMA 2013 – Chicago October 14, 2013 Yosi N. Heber President Oxford Hill Partners, LLC 1
  • What We’ll Cover Today  The Opportunity to Broaden Your Existing Direct Marketing Efforts  A “Framework” for Strategic Digital Revenue Growth – Mobile/Social’s “Ten Strategic Revenue Drivers”  Twenty-six Mini Case Studies – Illustrating the Ten Drivers  Leveraging the “Social Circle” for Word of Mouth  The “EQ Pulse™” – Web 2.0 Strategic Framework  Big Picture Example & Case Study  The World of Mobile Marketing  A New Mobile Marketing “Framework”  How to Apply these Principles to Your Business *Time for Q & A at the End* 2
  • What We Do & Selected Clients Oxford Hill Partners, LLC is a strategic marketing firm which helps companies better integrate the wide variety of new digital and mobile media into their overall business and core marketing efforts. We have over thirty major multinational clients and provide website, mobile marketing, social networking, and general marketing/sales strategy and implementation services to many of the world’s most famous companies and brands: 3  Air Cell/Gogo Inflight  American Standard  Cherry Aerospace  Clorox Company  Coinstar  Con Agra Foods  Dannon Company  Direct Marketing Assoc.  Empire Kosher Poultry  Krispy Kreme Doughnuts  Nelsons Dr. Bach  Nestle  Novartis Pharmaceutical  Pitney Bowes  Procter & Gamble  Reader’s Digest  Reckitt Benckiser  Rubbermaid/Graco  Textron Corporation  United Health Group ©Copyright 2012 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 3
  • Our Thinking and Our Leadership Our “cutting edge” thinking has been featured around the world:  At Industry Conferences such as DMA, Conference Board, IIR, Ad:Tech, E-Metrics Summit, and Search Engine Strategies.  At Business Schools such as Harvard, Wharton and Columbia.  At in-house senior executive Corporate Seminars.  In well known publications such as Advertising Age, DM News and Wharton Publishing.  On a variety of podcasts and blogs such as Webmaster Radio, I-Media Connection and Podfeed. Yosi Heber (who founded OHP) has extensive senior level experience guiding some of the largest brands in the world:  Twenty three year track record including VP, CMO and General Management positions across multiple industries.  Fifteen years of classical consumer marketing including twelve at Kraft General Foods and Dannon (US and Europe). – Invented the $550 million kid yogurt category. – Grew Dannon Light to become America’s #1 yogurt. Was a pioneer in sales “category/customer management”. – Introduced most successful new kid cereal of the decade…Post Marshmallow Alpha Bits.  Ten years of extensive, profit generating, digital achievements including four years as CMO of IAC/InterActiveCorp’s Entertainment Division, part of Barry Diller’s internet marketing conglomerate where he worked with sister companies Expedia, Hotels.com, Lending Tree, Ticketmaster, and Match.com.  Wharton MBA  Board member – Wharton Global Consulting Practicum. 4
  • The Opportunity How do you take your existing Direct Marketing programs and widen their scope to leverage the power of social networking, word of mouth, and mobile to:  Better leverage your existing website?  Tap into the power of Web 2.0, social networking, word of mouth, and mobile to increase consumer engagement?  Help you generate significant new and incremental revenue for your business?  Drive incremental profit for your company? 5
  • Social Networking & Mobile Ten “Strategic Revenue Drivers” Brand’s Overall Web 2.0 Capabilities and Its Ability to Drive Revenue Initial Customer “Engagement” Customer Education & Entertainment 2 3 EQ Pulse™ – Web 2.0 Patent Pending Methodology Word of Mouth & Viral Active Customer “Participation” Cross Consumer “Interaction” 7 Personalization & Customization Mobility & Mobile Accessibility 8 = 10 Relationship Building & Customer Retention Brand Building & Branded “Advocacy” Inbound To Customer (Brand Push)= = Outbound From Customer (Consumer Push) 1 4 5 6 “Call to Action” & Revenue Maximization 9 6 ©Copyright 2012 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending.
  • 7 Customer Education & Entertainment 2 1 Initial Customer “Engagement” 3 “Call to Action” & Revenue Maximization Word of Mouth & Viral Cross Consumer “Interaction ” 7 Personalization & Customization Mobility & Mobile Accessibilit y 8 10 Relationship Building & Customer Retention Brand Building & Branded “Advocac y” 4 5 6 9 Active Customer “Participation ” ©Copyright 2012 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending.
  • Case Study #1 – Initial Customer “Engagement”– Cutting Edge Pharmaceutical Products Approach: Generate trial of a new product leveraging search engine marketing to provide a free incentive. Case Study: Lunesta Sleep Aid (Rx) 8
  • Case Study #1 (Cont.) – Lunesta Sleep Aid – Paid Search Engine Marketing With Free Trial Incentive 9
  • Case Study #1 (Cont.) – Lunesta – Paid Search Engine Marketing With Custom Landing Page 10
  • Case Study #2 Creative Engagement Via Mobile Devices Approach: Get peoples’ attention and loyalty by providing choice, control and convenience via mobile options and apps. Case Study: Walgreens Mobile Apps including refill prescriptions via scan, pill reminder, quick photo prints and editing, coupons and store maps. -Over a million prescriptions subscribers so far. -“Like having a drugstore in the palm of your hands.” -Captures customer behavior to improvefollow up experience. 11
  • Case Study #2 Walgreens- CreativeMobile Engagement 12
  • Case Study #3 Customer Education “On the Go” With Smartphones Approach: Leverage a creative iPhone “App” to solve a pressing issue which can’t wait until the customer gets home. Case Study: Clorox Stain Removal “Advisory” Tool – Mobile iPhone App 13
  • Case Study #3 Clorox My Stain – iPhone App 14
  • 15 Case Study #4 – Customer Education & Engagement Via Mobile “Tablets” & iPads Approach: Expand available online services via tablets such as the iPad. Case Study: Citibank iPad App for Tablets ‒ Visually striking graphics with interactive charts of past and future cash flows. ‒ Auto generated charts of personal spending habits and consumer database for comparing those habits with others by age, income and location. ‒ Thousands of new users; 5X as many as iPhone app downloads. 15
  • Case Study #4 Citibank iPad App for Tablets 16
  • 3 Word of Mouth & Viral Active Customer “Participation” Cross Consumer “Interaction” Brand Building & Branded “Advocacy” 4 5 6 “Call to Action” & Revenue Maximization 7 Personalization & Customization Mobility & Mobile Accessibility 8 10 Relationship Building & Customer Retention 9 Customer Education & Entertainment 2 1 Initial Customer “Engagement” 17 ©Copyright 2012 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending.
  • 3 Active Customer “Participation” Word of Mouth & Viral 4 Cross Consumer “Interaction” 5 Brand Building & Branded “Advocacy” 6 “Call to Action” & Revenue Maximization 7 Personalization & Customization Mobility & Mobile Accessibility 8 10 Relationship Building & Customer Retention 9 Customer Education & Entertainment 2 1 Initial Customer “Engagement” 18 ©Copyright 2012 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending.
  • Case Study #5-Active Customer Participation Via Instagram Photos Approach: Ask people to snap photos of themselves enjoying your product and then feature best photos and comments on Instagram and branded social media. Case Study: Tim Hortons “Join the Chill Nation” -Instagram photos and comments -Chill to Win Sweepstakes 19
  • Case Study #5-Active Participation Tim Hortons Instagram Photos & Social Networking 20
  • Case Study #6-Customer Participation Through “Augmented Reality” Approach: Allow customers to try products on themselves, see how it looks, and share with friends through social networking. Case Study: Tobi.com Fasion Apparel Website -Upload their picture and try on clothing from their website. -Share fashion choices on Facebook through the “Fashionista Augmented Reality App”. 21
  • Case Study #6 Tobi.com “Augmented Reality” 22
  • Case Study #7 – Active Customer “Participation” – Consumer Generated Content Approach: Ask your loyal consumers to submit their own videos about your product. Case Study: Dove “Dare to Create A Short Film” 23
  • Case Study #7 (Cont.) – Dove – Consumer Generated Content “Dare To Create A Short Film” 24
  • 3 Active Customer “Participation” Word of Mouth & Viral 4 Cross Consumer “Interaction” 5 Brand Building & Branded “Advocacy” 6 “Call to Action” & Revenue Maximization 7 Personalization & Customization Mobility & Mobile Accessibility 8 10 Relationship Building & Customer Retention 9 Customer Education & Entertainment 2 1 Initial Customer “Engagement” 25
  • Case Study #8 – Word of Mouth & Viral to Acquire New Customers Approach: Leverage a viral “tell-a-friend” functionality, and if your customers tell their friends, they get a reward. Case Study: Time Life – Europe 26
  • Case Study #8 – Time Life – Europe “Tell A Friend” with Reward 27
  • Case Study #9 Viral & Social Networking “Sales” Approach: Leverage Twitter to “tweet” about promotions and special deals. Case Study: Dell Computers – Dell Outlet ‒ Dell has sold over $5 million of excess inventory via this medium (at a cost of virtually zero). 28
  • Case Study #9 – Dell on Twitter Drove $5 Million in Revenue 29
  • Case Study #10 Viral & Social Networking “Sampling” Approach: Leverage Facebook to get loyal customers to tell others abut your product line extensions. Case Study: Starbucks – “Share a Pint of New Starbucks Ice Cream.” 30
  • Case Study #10 – Viral & Social Networking Sampling – Starbucks Ice Cream on Facebook 31
  • 32 3 Active Customer “Participation” Word of Mouth & Viral 4 Cross Consumer “Interaction” 5 Brand Building & Branded “Advocacy” 6 “Call to Action” & Revenue Maximization 7 Personalization & Customization Mobility & Mobile Accessibility 8 10 Relationship Building & Customer Retention 9 Customer Education & Entertainment 2 1 Initial Customer “Engagement” ©Copyright 2012 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending.
  • Case Study #11 -Cross Consumer Interaction Ford Fiesta “Movement” Approach: Generate social buzz about a new upcoming auto line to engage thousands of new potential customers. Case Study: – Consumers were invited to submit videos to be one of 100 winners to drive a new Ford Fiesta for 6 months if they blog, tweet, and Facebook about their Fiesta experiences. – Program generated 11,000 videos, 15,000 tweets, millions of impressions, and 38% Ford Fiesta brand awareness among ‘Gen Y’ Americans (aged 18-32). – Ford spent no money on traditional advertising. The car was introduced in the US exclusively with social networking/digital. 33
  • Case Study #11 Ford Fiesta USA Launch 34
  • Case Study #12 Cross Consumer Interaction – Blogs/Forums Approach: Create a non threatening community environment for consumers to discuss sensitive issues (and subtly sell your brand). Case Study: Procter & Gamble’s “Being Girl” website (Tampax & Always) Now in 29 countries. According to P&G, this community was four times as effective as TV advertising. 35
  • Case Study #12 – Cross Consumer “Interaction” – P&G Being Girl 36
  • Case Study #12 – Cross Consumer “Interaction” – P&G Being Girl 37
  • 3 Active Customer “Participation” Word of Mouth & Viral 4 Cross Consumer “Interaction” 5 Brand Building & Branded “Advocacy” 6 “Call to Action” & Revenue Maximization 7 Personalization & Customization Mobility & Mobile Accessibility 8 10 Relationship Building & Customer Retention 9 Customer Education & Entertainment 2 1 Initial Customer “Engagement” 38 ©Copyright 2012 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending.
  • Case Study #13 – Brand Building and Branded Advocacy via Virtual and Social Pin Boards (Pinterest) Approach: Leverage cutting edge social virtual pin boards such as Pinterest to organize, browse, and share beautiful visuals on popular social oriented topics related to your brand. Case Study: Whole Foods Supermarkets – Users who click on Whole Food’s website pins find recipes and discussion boards relating to food and products found at company stores. – Stunning visual recipes, 3rd party content that aligns with company values and neat timely topics such as “Who Wants Dinner,” “Sweet Tooth,” “Mom Rocks,” “Strength,” and “Whole Planet Foundation.” – 41,000 followers already, and 900 pins across 41 boards! 39
  • Case Study #13 Whole Foods Pinterest Social Page 40
  • Case Study #14 “Viral” Branded B2B Humor Via You Tube Approach: Subtly leverage your brand name by disseminating a humorous viral video with content that is directly relevant to your target audience’s day to day challenges. Case Study: Blendtec Their series of videos were seen by 60 million people and increased sales by 20% (at a cost of virtually zero). 41
  • Case Study #14 (Cont.) – You Tube – Humorous Video Blendtec Episode – 4,811,914 Views 42
  • 43 Case Study #15 Branded Advocacy through Online Gaming Approach: Create a online game that relates to the brand’s mantra. -Consumers test their skills and engage in the brand by playing the game and involving their friends. Case Study: Maxwell House Coffee Machine Game -Cleverly focuses on their wide variety of flavors. -Subtly gets friends involved in the game to build the brand. 43
  • Case Study #15 – Maxwell House Coffee Machine – Flavor Variety & Viral Element 44
  • Case Study #15 (Cont.) Maxwell House Game – Success & Rewards 45
  • Initial Customer “Engagement” Customer Education & Entertainment 2 3 Word of Mouth & Viral Active Customer “Participation” Cross Consumer “Interaction” Brand Building & Branded “Advocacy” 1 4 5 6 Mobility & Mobile Accessibility 8 7 Personalization & Customization 10 Relationship Building & Customer Retention “Call to Action” & Revenue Maximization 9 46 ©Copyright 2012 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending.
  • Case # 16 Super Real Time Personalization via Mobile GPS Approach: Capture historical preference and purchase information and leverage it to create real time personalization. Case Study: Neiman Marcus Mobile App -Leverage GPS from a mobile phone, Neiman knows when a previous customer walks into a store. -They are pushed personalized messages and customized sales. -In real time, their prior preferences and purchases are sent to the appropriate salesperson who can suggest relevant and personalized items for purchase. 47
  • Case Study # 16 Neiman Marcus ‘Real Time’ GPS mobile Personalization 48
  • Case Study #17 B2B Services on the Go Via Mobile Web Access Approach: Offer Key Website Content via mobile web so people can access product, technical, and pricing information as well as timely alerts on their mobile phone while they are away from their computer. Case Study: Cisco Systems 49
  • Case Study #17 – Cisco Systems Mobile Web – Mobile Access 50
  • Case Study #18 Relationship Building Via Text Messaging Approach: Leverage Mobile Phone “Text Messaging” to provide unique services that build ongoing relationships between the brand and its consumer target. Case Study: Ralston Purina 51
  • Case Study #18 – Ralston Go2Pets.com Mobile Text Pet Service Finder 52
  • Case Study #19 Creative Customer Engagement Via Mobile Devices Approach: Get people’s attention by requesting they take a picture of a “QR Code” with their mobile phone. – Phone returns with a video, more detailed product information, or a chance to win prizes. Case Study: Jet Blue’s “Win A Free Trip” QR Code Posters 53
  • Case Study #19 Jet Blue Mobile QR Code Sweepstakes Snap Picture 54
  • Case Study #20 “Location Based” Mobile Services Approach: Leverage Location Based Services and provide incentives/rewards for people to “check in” with their mobile phone and tell their friends where they are. Case Study: Bergdorf Goodman/Neiman Marcus Foursquare Application with Rewards 55
  • #20 – Foursquare – Bergdorf/Neiman Marcus – Location Based Mobile Phone – Viral “Check In” 56
  • 10 Relationship Building & Customer Retention “Call to Action” & Revenue Maximization 9 Customer Education & Entertainment 2 3 Word of Mouth & Viral Active Customer “Participation” Cross Consumer “Interaction” 7 Personalization & Customization Mobility & Mobile Accessibility 8 Brand Building & Branded “Advocacy” 1 4 5 6 Initial Customer “Engagement” 57 ©Copyright 2012 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending.
  • Case Study #21 Revenue Maximization Via Cross Sell Approach: Cross Sell/Upsell Beyond the Initial Intended Purchase Case Study: Amazon.com 58
  • Case Study #21 Amazon – Revenue Maximization Via Cross Sell 59
  • Case Study #22 Enhance Existing Customer Relationships Approach:  Leverage e-mails with existing customers that inform, incentivize, and entertain.  Moms sign up and get customized e-mail tips, tools, and offers/subtle promotions for J&J Baby Products.  “Moms to be” can get ovulation alerts sent via mobile phone text messages. Case Study: Johnson & Johnson Baby Center 60
  • Case Study #22 J&J Baby Centre – E-Mail Newsletters 61
  • Case Study #22 – J&J Baby Centre “Ovulation” Alerts Via Cell Phone 62
  • How to Evaluate Your Existing Social/Mobile Efforts So how do you know if your company is doing a good job at leveraging these ten social/mobile revenue drivers and optimizing customer engagement? 63
  • Introducing Our New Patent Pending Solution, EQ Pulse™ - Web 2.0 : Social/Mobile “Strategic” Evaluation  The first, simple digital analytic methodology that provides a “30,000 foot” view of a brand’s OVERALL use of Web 2.0 marketing mediums including Social Networking, Word of Mouth and Mobile Marketing.  Total EQ Pulse™ - Web 2.0 score measures the overall effectiveness of Web 2.0 digital efforts across all drivers that can potentially increase revenue. Similar to a “FICO” score that measures a person’s credit worthiness.  In evaluating over 160 best practices of the brand’s Web 2.0 digital efforts, we issue separate scores for each of ten, broad Web 2.0 strategic revenue driver categories. These help identify strengths, weaknesses and gaps vs. key competitors and vs. industry best practices.  We explore best practices such as social networking, word of mouth, mobile marketing, blogs, podcasting, online video and gaming, widgets, Facebook and YouTube presence, consumer generated content, community, personalization, wikis, and search 2.0, etc.  We then provide Actionable, Revenue Building Recommendations as well as visual, case study examples. 64
  • Westgate Company (EQ Pulse™ - Web 2.0 Example) average strong weak Initial Customer “Engagement” 5.5 - Average 1 Customer Entertainment & Education 7.9 - Strong Personalization & Customization 8.0 - Strong 7 Mobility & Mobile Accessibility 5.4 - Average 8 STRATEGIC SCORING OVERVIEW 4 6 3 2 5 “Call to Action” & Revenue Maximization 6.8 - Strong Relationship Building & Customer Retention 3.9 - Weak 10 9 Active Customer “Participation” 4.2 Weak Word of Mouth & Viral 5.7 Average Brand Building & Branded “Advocacy” 3.9 Weak Cross Consumer “Interaction” 3.5 Weak Total Scores (1-100 Scale) Westgate = 52 Eastport = 77 Midway = 65 Best Practices = 78 52= Inbound To Customer (Brand Push) = = Outbound From Customer (Consumer Push) 65 ©Copyright 2012 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending.
  • WESTGATE COMPANY (EQ Pulse™ - Web 2.0 Example) Strategic Revenue Driver #3 – Active Customer “Participation” Westgate (4.2) Midway (6.2) Best Practices (7.9) Eastport (8.8) 0 105 WeakComments and Analysis:  Eastport leveraged extensive online input gathering mechanisms including “Tell Us What You Think of Eastport.com” links, and “Add Your Own Testimonial” links sprinkled throughout the site. A number of these testimonials were prominently featured on the Eastport homepage. – Westgate and Midway did not ask consumers for feedback about their products, although Midway did feature an online “poll” about the benefits of the category.  Within the “blogosphere”, Eastport had the most mentions by far with over 2400. Midway had 450, while Westgate had only 33. – Eastport and Midway’s comments were overwhelming positive, while Westgate’s were somewhat mixed. – Core negative comments for Westgate revolved around the recent voluntary product recall and long waits for customer service representatives in general. – Eastport was also the only brand that had their own blog.  In consumer generated “visual” media, Eastport had over 500 “YouTube” placements mainly related to their well known flagship product, some of which were very creative and humorous (Midway and Westgate had 27 and 11 YouTube mentions respectively). – A recent campaign soliciting consumers to create their own videos generated a substantial amount of free press and goodwill for the Eastport brand.  In consumer generated “text” content, Midway’s website solicited consumers to provide a wide array of created “alternative use” ideas for its premium product. – Westgate did not solicit any consumer generated content from its customers at all.  Across the competitive landscape, only Eastport had a listing in Wikipedia (the listing was fairly extensive). 66
  • The World of Mobile Marketing Mobile Phones Have Surpassed Computers! • Mobile has ramped up much faster than desktop computers did (Morgan Stanley). – In fact, today there are way more mobile phones in the world than computers (CNBC). • Cell phones are now used considerably more for “data” purposes (such as web browsing, text messaging, e-mail, games, social messaging, music, etc.) than for phone calls (New York Times – 5/13/10). • Smartphone penetration (iPhone, Android, etc.) reached a staggering 50%+ by early 2012 (Nielsen – 2/12). • Today most iPhone users browse the web more on their phones than on their computers (Advertising Age). • There are already over a million iPhone/mobile “Apps” in circulation. • Mobile offers something other marketing mediums cannot… A much higher probability of a message being delivered to the right person at the right time. • Mobile coupons, transparent pricing, and branded mobile “apps” have disrupted retail and drive new traffic and sales (Morgan Stanley). 67
  • EQ Pulse™ - Mobile – Patent Pending Methodology Mobile Marketing “Strategic” Framework Mobile’s Ten Strategic Engagement & Revenue Drivers 6 Call to Action & Revenue Maximization Social Networking & Word of Mouth 8 Brand’s Overall Mobile Potency & its Ability to Drive Revenue = Mobile Engagement & Customer Acquisition 1 7 Customer Retention & Relationship Building First Impression & Handheld Navigation 2 Location Specific Marketing 9 Entertainment Value & Stickiness 4 Internal Cost Reduction 10 Brand Building & Product Merchandising 5 Timely Information & Making Lives Easier 3 68 ©Copyright 2012 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending.
  • Case Study # 23- “Geo Fence” Retail Mobile Targeting Approach: For retailers, target appropriate customers via Geo Targeting when they’re in close proximity of your store. Case Study: Joseph A Bank -When relevant customer is within a few blocks of the store, they get a 40% discount coupon pushed to their mobile phone. 69
  • Case Study #23 Jos A Bank- “Geo Fence” Mobile Retail Targeting 70
  • Case Study #24 – “Making Lives Easier” via Mobile & Driving Major Incremental Revenue Approach: Create a “virtual” grocery store in a high traffic location. Let the store come to the people! Case Study: Tesco’s Home Plus Virtual Grocery Store in Seoul, South Korea on subway station platforms. – Consumer scans grocery items with their smartphone using QR code technology. – All items delivered to their door after they get home. – 10,000+ customers in first few months with major revenue increase. – Now the #1 shopping app in South Korea with 1 million downloads! 71
  • Case Study #24 – Tesco “Virtual” Grocery Store Seoul, South Korea – Subway Station Platforms 72
  • Case Study #25 Healthcare Professional Tools Leveraging Mobile Approach: Develop relevant B2B mobile apps that make healthcare professional’s life easier and more effectively treat patients. Case Study: Johnson & Johnson Pneumonia Management Tool Variety of tools to assist in clinical decision making: -Severity of illness evaluator -Trends in local antibiotic resistance patterns -Bacterial Calculator -Videos & Whitepapers 73
  • Case Study # 25 J & J Doctor B2B Mobile Tools 74
  • Case Study #26 – Mobile Customer Retention & CTA Leveraging Mobile Phones to Drive Retail Sales Approach: Allow consumers to use their mobile phones to pay for goods and services via “Mobile Commerce.” – Phone acts as the actual “money” and payment mechanism. – Phone can also reload or “top up” value of available funds. – Acts as a loyalty program with rewards. Case Study: Starbucks Mobile Pay – Already has millions of users worldwide and has driven significant incremental revenue. – Provides free drinks via rewards loyalty mechanisms. 75
  • Case Study #26 Starbucks Mobile Commerce 76
  • Ask Yourself: Applying These Methods to Your Business  Are you broadening your Direct Marketing efforts with some of the simple social networking and mobile techniques we’ve talked about today?  How do your social networking/mobile efforts stack up vs. your key competitors and the industry?  How well do you take advantage of the ten “Strategic Revenue Drivers.”  Do you feel you are making money? Take Action:  Apply the ten social/mobile strategic revenue driver concepts to your existing Direct Marketing efforts.  If needed, call us to help with a full scale EQ PulseTM – Web 2.0 or EQ Pulse - Mobile Assessment… 77
  • 78 Comments or Questions? Feel free to contact me: Yosi Heber President yheber@oxfordhillpartners.com (248) 569-9366 www.oxfordhillpartners.com