Mobile Marketing Powers Retail  Vertical Opportunities
Message 1: Mobile Intro
Timely & Compelling Never Leave House without Three Critical Items WALLET/PURSE CELL PHONE KEYS
Defining Mobile Marketing  Mobile marketing is permission-based interactive marketing via mobile phones. Mobile creates a ...
Mobile Marketing - How it works… <ul><li>User sees call   to action… </li></ul>Opts In… and immediately receives… Mobile M...
Campaign Content Formatted to Each Phone/Carrier Mobile Intelligent Content Server formats and transcodes campaign content...
Text is Still the Most Well-Adopted Technology
Message 2: Mobile Surveys
Mobile Surveys - How they work… <ul><li>Customer sees prompt… </li></ul>… Texts in to participate… Results are instantly c...
Mobile Surveys- Benefits over traditional survey options Immediate Capture customer opinions  immediately  after their exp...
Message 3: Mobile Couponing
In-Store Provides Customer Lifecycle Management The Mobile In-Store system allows you to easily: <ul><li>Enter textual des...
CRM/Couponing:  Mobile has a coupon redemption approach to fit your needs   Ease of Implementation Trackability and busine...
Mobile Makes Mobile Coupons a Reality for IKEA About the Project Mobile to enable scanable  mobile coupons at the IKEA Sea...
Church’s Builds Product Awareness through Mobile Results From a limited regional campaign, hundreds of consumers requested...
Friendly’s “Screams for Ice Cream” with Mobile Friendly’s  iScream  promotion has users submitting their own pictures & vi...
Message 4: Classifieds/Paid Programming
Mobile’s unique platform delivers your information on any mobile device In addition to WAP, Text and MMS, Mobile provides ...
Mobile powers the leading publishers of classifieds Automotive Recruiting Property Information INDUSTRY SAMPLE CLIENTS
Mobile Mobilizes Tribune Classifieds Tribune Mobile All of Mobile technologies, including voice, fax, email, text, video a...
Mobile provides dynamic mobile WAP sites and directions to ForRent Step 1: Go South Mobile platform formats the content to...
Message 5: Political
How it works… <ul><li>Politician requests constituency to opt in for support… </li></ul>Masses of constituents text in… an...
Case study: Barack Obama 2008 <ul><li>Barack Obama was the first presidential nominee using mobile in his 2008 campaign  <...
The Mobile Campaign Value Chain <ul><li>Raise issue awareness </li></ul><ul><li>Run surveys/polls </li></ul><ul><li>Organi...
“ No on 102” campaign used mobile to spread Equal Rights in Arizona About the project Results <ul><li>Arizona Prop 102 fur...
Segment Opportunities Last chance buy alerts, sales, offers, events Mapping, directions, locator, 3 rd  party links Reply ...
Advertiser and Sponsored Opportunities <ul><li>Above components used to develop mobile database for station </li></ul><ul>...
Upcoming SlideShare
Loading in …5
×

Wrlh Mobile Marketing

767 views

Published on

Fox Richmond Mobile Marketing

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
767
On SlideShare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
25
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • We have to invest in 4+ companies per year To attack a large market before your competition VC’s attract world-class management teams Build a valuable company with large growth rate
  • Wrlh Mobile Marketing

    1. 1. Mobile Marketing Powers Retail Vertical Opportunities
    2. 2. Message 1: Mobile Intro
    3. 3. Timely & Compelling Never Leave House without Three Critical Items WALLET/PURSE CELL PHONE KEYS
    4. 4. Defining Mobile Marketing Mobile marketing is permission-based interactive marketing via mobile phones. Mobile creates a rich multi-modal experience for the user, incorporating any combination of mobile media formats. pictures ringtones games video voice text fax wallpapers user email/www
    5. 5. Mobile Marketing - How it works… <ul><li>User sees call to action… </li></ul>Opts In… and immediately receives… Mobile Marketing leverages your marketing investment and helps you track its effectiveness. User responds to call-to-action, thus beginning a one-time or ongoing dialogue. Outdoor In Venue Television Interactive Print <ul><li>Valued content </li></ul><ul><li>Ringtones </li></ul><ul><li>Contests </li></ul><ul><li>Coupons </li></ul><ul><li>Ongoing Alerts </li></ul><ul><li>Text-to-vote </li></ul><ul><li>Text-to-screen </li></ul><ul><li>Text-to-win </li></ul><ul><li>Voice Campaigns </li></ul><ul><li>CRM program </li></ul>
    6. 6. Campaign Content Formatted to Each Phone/Carrier Mobile Intelligent Content Server formats and transcodes campaign content to deliver the best experience for the user on each phone Carriers WAP PUSH New Picture Msg From: 67336 -------------------------- SMS New Text Message From: 67336 -------------------------- Drive away in this 2001 Ford Explorer Sport. Low miles! Great sound system! Beautiful interior. Asking $10,000. 2001 Ford Explorer Sport Low miles! Beautiful interior. Asking $10K. Click to Call Seller Intelligently-Formatted Content Intelligent Content Server Content MMS
    7. 7. Text is Still the Most Well-Adopted Technology
    8. 8. Message 2: Mobile Surveys
    9. 9. Mobile Surveys - How they work… <ul><li>Customer sees prompt… </li></ul>… Texts in to participate… Results are instantly captured… … Customer receives offer or is entered to win! Mobile Communicate. Involve. Mobilize. xxxxxxxx xxxxx $$ xxxxxx xxxxx $$ xxxxxx xxxxx $$ xxxx xxxxx $$ Total $$ Change Due $$ Your opinion matters! Text OPINION to 67336 to complete a brief survey about your experience and receive an instant mobile coupon. 10% OFF YOUR NEXT PURCHASE. EXP. 12/31 Limit 1 Per Customer NEW TEXT MESSAGE From: 67336 How satisfied are you with the service you received? Please reply back with A, B, or C. A) Very Satisfied B) Somewhat Satisfied C) Not Satisfied BACK REPLY
    10. 10. Mobile Surveys- Benefits over traditional survey options Immediate Capture customer opinions immediately after their experience Hassle-Free Track-able Unique Innovative <ul><li>Web-based surveys require “work” on the customer’s part </li></ul><ul><li>People are lazy and may forget to log onto the website </li></ul><ul><li>Thus, the only people that participate either have extreme and polarized views of their experience or are “contest hounds” </li></ul><ul><li>Better than current solutions </li></ul><ul><li>Simple to implement </li></ul><ul><li>Easy to track results </li></ul><ul><li>Eco-friendly solution that eliminates material cost </li></ul><ul><li>Uniquely identifiable </li></ul><ul><li>Eliminates multiple entries from the same person, reducing fraud and data tampering </li></ul><ul><li>Potentially build an ongoing messaging list </li></ul><ul><li>Fun & Exciting!! </li></ul><ul><li>A unique approach to traditional surveys </li></ul><ul><li>Encourages customer interaction </li></ul>
    11. 11. Message 3: Mobile Couponing
    12. 12. In-Store Provides Customer Lifecycle Management The Mobile In-Store system allows you to easily: <ul><li>Enter textual descriptions of products </li></ul><ul><li>Upload up to three photos of the product for a more robust experience </li></ul><ul><li>Upload a flyer that is available via email or FAX </li></ul><ul><li>Chart inquiry activity </li></ul><ul><li>Drill-down for specific product activity </li></ul><ul><li>Maps show geographic response </li></ul><ul><li>Full phone number reporting </li></ul><ul><li>Send offers to all inquirers or only those that viewed certain products </li></ul><ul><li>Rules-based engine allows for simple messaging to specific consumer segments </li></ul>Update Product Information Track Results Send Follow-Up Offers
    13. 13. CRM/Couponing: Mobile has a coupon redemption approach to fit your needs Ease of Implementation Trackability and business process integration Simple “Show your Phone” Widgit ® Cellit Scanit ® POS integration via API <ul><li>No integration </li></ul><ul><li>Coupons marked as “redeemed” at a coupon level </li></ul><ul><li>No per-user tracking </li></ul><ul><li>Integrates with any Windows-based POS </li></ul><ul><li>Tracks redemptions at user level </li></ul><ul><li>Simple to integrate </li></ul><ul><li>Provides engaging/ interactive experience for customer </li></ul><ul><li>Prints paper coupons for simple tracking at the register </li></ul><ul><li>Custom configuration to fully integrate with business processes </li></ul><ul><li>Total redemption tracking and message launching via POS terminal </li></ul>
    14. 14. Mobile Makes Mobile Coupons a Reality for IKEA About the Project Mobile to enable scanable mobile coupons at the IKEA Seattle store. Coupons are being sent to participants of IKEA Seattle’s other mobile programs just in time for the holiday season.
    15. 15. Church’s Builds Product Awareness through Mobile Results From a limited regional campaign, hundreds of consumers requested the coupon each week, generating “buzz” for the new product and increasing product adoption. Church’s Chicken was looking to increase brand awareness and first-time purchases of their new Honey BBQ and Buffalo Boneless Wings. Cellit worked with Carat (advertising firm) and Church’s to develop a coupon redeemable in the Atlanta, Georgia area. Users simply text “CRUNCHY” to 30364 to instantly receive $1 off a Boneless Wing Combo. About the Project New Honey BBQ and Buffalo Boneless Wings. Show this msg at Churchs Chicken to save $1 off Boneless Wing Combo. Exp7/22. valid one per customer per visit
    16. 16. Friendly’s “Screams for Ice Cream” with Mobile Friendly’s iScream promotion has users submitting their own pictures & videos of how much they like Friendly’s ice cream. Users can then visit iScreamFriendlys.com to view the photos & videos, vote on their favorites to get coupons & win prizes! About the Project Results <ul><li>• The campaign received almost 11,000 mobile respondents or +275% over 4,000 goal. </li></ul><ul><li>• 71% of mobile respondents between 13-25 years old. </li></ul><ul><li>• Over 5,500 pieces of content uploaded •In a post-promotion mobile survey 82% of claimed they were more likely to visit Friendly’s as a result of the promotion </li></ul><ul><li>89% polled stated they would participate in future Friendly’s mobile promotions </li></ul>
    17. 17. Message 4: Classifieds/Paid Programming
    18. 18. Mobile’s unique platform delivers your information on any mobile device In addition to WAP, Text and MMS, Mobile provides a suite of rebranded phone applications Your Content Native Applications Standard Delivery Mechanism TEXT New Text Message From: 30364 ------------------------ Drive away in this 2001 Ford Explorer Sport. Low miles! Great sound system! Beautiful interior. Asking $10,000. WAP 2001 Ford Explorer Sport Low miles! Beautiful interior. Asking $10K. Click to Call Seller MMS New Picture Msg From: 30364 2000 Ford Explorer, Great Stereo System 2000 Ford 2000 Ford Explorer 2000 Ford Explorer, Great Stereo System 2000 Ford Explorer, Great Stereo System iPhone Blackberry Android Windows Mobile J2ME
    19. 19. Mobile powers the leading publishers of classifieds Automotive Recruiting Property Information INDUSTRY SAMPLE CLIENTS
    20. 20. Mobile Mobilizes Tribune Classifieds Tribune Mobile All of Mobile technologies, including voice, fax, email, text, video and more can be incorporated to create a robust and engaging extension to the classifieds section.
    21. 21. Mobile provides dynamic mobile WAP sites and directions to ForRent Step 1: Go South Mobile platform formats the content to best work with the phone and carrier. Phones that can not receive WAP pages still receive text messages containing much of the same Information.
    22. 22. Message 5: Political
    23. 23. How it works… <ul><li>Politician requests constituency to opt in for support… </li></ul>Masses of constituents text in… and immediately receives… Users can forward texts to friends <ul><li>Campaign Updates </li></ul><ul><li>Event Notification </li></ul><ul><li>Poll Alerts </li></ul><ul><li>Surveys/polls from Politicians </li></ul><ul><li>Opportunity to donate via mobile phone </li></ul>
    24. 24. Case study: Barack Obama 2008 <ul><li>Barack Obama was the first presidential nominee using mobile in his 2008 campaign </li></ul><ul><li>Obama’s mobile supporters received: </li></ul><ul><ul><li>- Periodic updates from the campaign trail </li></ul></ul><ul><ul><li>- Advanced notice of local Obama events </li></ul></ul><ul><ul><li>- Announcements about Obama’s public appearances </li></ul></ul><ul><li>2.9 million Americans opted in for campaign alerts about Obama </li></ul><ul><li>Major PR campaign surrounding announcement of VP candidate via mobile devices </li></ul><ul><li>SMS campaign functioned to drive interaction between electorate and candidate </li></ul><ul><ul><li>- 37% of recipients paid more attention to news coverage about the candidate </li></ul></ul><ul><ul><li>- 24% intended to visit candidate’s website in the future </li></ul></ul><ul><ul><li>- 9% intended to visit candidates mobile web page </li></ul></ul><ul><ul><li>- 56% of recipients were happy to see an SMS campaign from a political candidate. </li></ul></ul>The Results The Campaign Sources: The Nielsen Company (2008), www.barackobama.com and Limbo
    25. 25. The Mobile Campaign Value Chain <ul><li>Raise issue awareness </li></ul><ul><li>Run surveys/polls </li></ul><ul><li>Organize rallies/ demonstrations </li></ul><ul><li>Collect donations directly from mobile device </li></ul><ul><li>Drive supporters to website for opportunity to donate larger sums online </li></ul><ul><li>Drive to vote </li></ul><ul><li>Remind to vote </li></ul><ul><li>Educate how to vote </li></ul><ul><li>Lebanese used SMS to organize 1 million people in a protest against Syrian occupation of Lebanon </li></ul><ul><li>Viral SMS allowed for organization of political demonstrations in China, 2005 </li></ul><ul><li>Non profit organization sends voter registration information </li></ul><ul><li>Obama sent reminder to vote on election day </li></ul><ul><li>Credomobile sent zip-code specific polling locations via SMS </li></ul><ul><li>United Nations Foundation allows constituents to donate directly from cell phone </li></ul><ul><li>John Edwards used mobile to give out fundraising information to his supporters </li></ul>Description Examples
    26. 26. “ No on 102” campaign used mobile to spread Equal Rights in Arizona About the project Results <ul><li>Arizona Prop 102 further limited rights of same-sex unions </li></ul><ul><li>“ No on Prop 102” committee created to vote down referendum </li></ul><ul><li>All traditional media placed by “No on Prop 102” included prominent text-in call to action </li></ul><ul><li>“ Viral” send-to-a-friend feature helped spread the word and grow list membership by 15% </li></ul><ul><li>Nearly 400 voters joined every month </li></ul>
    27. 27. Segment Opportunities Last chance buy alerts, sales, offers, events Mapping, directions, locator, 3 rd party links Reply with email and launch info Send picture- news worthy, contesting Celebrity voice wake-ups or messages Web links to sponsoring client sites Forward to a friend viral Scavenger hunts Watch and win/come in and win traffic drivers Sinclair Database
    28. 28. Advertiser and Sponsored Opportunities <ul><li>Above components used to develop mobile database for station </li></ul><ul><li>Long term goal is to sell targeted mobile BLASTS to advertisers </li></ul><ul><li>Visualize ITN styled mobile unwired network </li></ul>

    ×