1. 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

2. 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

3. 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

4. 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

5. 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

6. 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. 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.

8. 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

9. Case Study #1 (Cont.) – Lunesta Sleep Aid – Paid Search Engine
Marketing With Free Trial Incentive
9

10. Case Study #1 (Cont.) – Lunesta – Paid Search Engine
Marketing With Custom Landing Page
10

11. 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

12. Case Study #2
Walgreens- CreativeMobile Engagement
12

13. 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

14. Case Study #3
Clorox My Stain – iPhone App
14

15. 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

16. Case Study #4
Citibank iPad App for Tablets
16

17. 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.

18. 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.

19. 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

20. Case Study #5-Active Participation
Tim Hortons Instagram Photos & Social Networking
20

21. 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

22. Case Study #6
Tobi.com “Augmented Reality”
22

23. 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

24. Case Study #7 (Cont.) – Dove – Consumer Generated
Content “Dare To Create A Short Film”
24

25. 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

26. 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

27. Case Study #8 – Time Life – Europe
“Tell A Friend” with Reward
27

28. 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

29. Case Study #9 – Dell on Twitter
Drove $5 Million in Revenue
29

30. 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

31. Case Study #10 – Viral & Social Networking
Sampling – Starbucks Ice Cream on Facebook
31

32. 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.

33. 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

34. Case Study #11
Ford Fiesta USA Launch
34

35. 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

36. Case Study #12 – Cross Consumer
“Interaction” – P&G Being Girl
36

37. Case Study #12 – Cross Consumer
“Interaction” – P&G Being Girl
37

38. 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.

39. 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

40. Case Study #13
Whole Foods Pinterest Social Page
40

41. 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

42. Case Study #14 (Cont.) – You Tube – Humorous Video
Blendtec Episode – 4,811,914 Views
42

43. 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

44. Case Study #15 – Maxwell House Coffee Machine –
Flavor Variety & Viral Element
44

45. Case Study #15 (Cont.)
Maxwell House Game – Success & Rewards
45

46. 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.

47. 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

48. Case Study # 16
Neiman Marcus ‘Real Time’ GPS mobile Personalization
48

49. 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

50. Case Study #17 – Cisco Systems
Mobile Web – Mobile Access
50

51. 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

52. Case Study #18 – Ralston Go2Pets.com
Mobile Text Pet Service Finder
52

53. 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

54. Case Study #19
Jet Blue Mobile QR Code Sweepstakes
Snap Picture
54

55. 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

56. #20 – Foursquare – Bergdorf/Neiman Marcus – Location
Based Mobile Phone – Viral “Check In”
56

57. 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.

58. Case Study #21
Revenue Maximization Via Cross Sell
Approach:
Cross Sell/Upsell Beyond the Initial Intended
Purchase
Case Study:
Amazon.com
58

59. Case Study #21
Amazon – Revenue Maximization Via Cross Sell
59

60. 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

61. Case Study #22
J&J Baby Centre – E-Mail Newsletters
61

62. Case Study #22 – J&J Baby Centre
“Ovulation” Alerts Via Cell Phone
62

63. 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

64. 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

65. 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.

66. 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

67. 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

68. 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.

69. 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

70. Case Study #23
Jos A Bank- “Geo Fence” Mobile Retail Targeting
70

71. 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

72. Case Study #24 – Tesco “Virtual” Grocery Store
Seoul, South Korea – Subway Station Platforms
72

73. 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

74. Case Study # 25
J & J Doctor B2B Mobile Tools
74

75. 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.
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76. Case Study #26
Starbucks Mobile Commerce
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77. 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…
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Comments or Questions?
Feel free to contact me:
Yosi Heber
President
yheber@oxfordhillpartners.com
(248) 569-9366
www.oxfordhillpartners.com