#1 Be present on mobile
#2 Be genuine
#3 Be Triggering
#4 Be Social
#5 Be Local
#6 Be Visual
#7 Be Prepared
#8 Be Informed
THINK MOBILE MARKETING
#1 Almost all of your possible clients have
a mobile phone, use that as a channel
The great thing is that it is easier to convince people to interact with your brand if you know how to trigger such behavior. One of the items they
always have with them is a mobile phone and this brings great possibility.
Mobile tip #1 // Suprise gifts.
Instead of bringing people to your website with a QR code on a poster
or POS. Have the QR code download a discount coupon instead. Imagine
your target audience in the mediamarket, still in doubt about which
product to buy. They see your product and it says scan my code and
you will recieve a great gift from us.
First they interact with your brand which
enhances awareness. Secondly they act
on it which brings your brand closer to
the preference point. Thirdly you offer
them a reward for their action, which
evokes a good feeling about the brand.
You will see that they are more likely
to chose your brand. The surprise of
the gift is on your side, so don’t tell
THINK MOBILE MARKETING
#1 Think Solomo
Mobile communication is the future. Almost all of us have a phone, and interaction on local device level is the
most direct way of communication. People use their phone as a local shopping companion and guide. And
therefore it is the platform which inﬂuences their decision the most. Think second screen experience.
Expert Mobile tip #1 // Think solomo
For your marketing to be succesfull you have to think solomo (social, local, mobile). Use the power of social
media to drive local trafﬁc through mobile communication. The next examples
give you an idea of the possibilities http://youtu.be/9GalBu_cEkM
how adidas drove more trafﬁc to the store using mobile
The power of mobile
importance of a mobile website
Fiat mobile campaign
Frankwatching newsletters for mobile
WORD OF MOUTH
#2 You network starts with you.
A lot of brands are always struggeling to get word of mouth going. But most of them do not
consider their own network as a good starting point. But it is most ideal. These are people
that are actually willing to help you out. Be gratefull for that and reward them with
whatever you can do from your position to help them.
WOM #2 // Kickstart your network
1 Ask ﬁve of your friends/family to start following your brand on
social media, you decide who. Publicly thank them and make
them feel appreciated!
2 I want you to offer something
to your network that you can
give away on behalf of your
brand.(discounts, special deals
good tips for doing your laundry)
And it is just for your own friends.
For insance post on your wall:
“heyhey guys i have a 20% discount
to give away to 5 people, is anyone
interested or do you know anyone
3 Put the link to the brandfacebook on your personal
Social Media proﬁles, it generates lots of visits.
It shows you work there and like your work.
That gives a personal appeal to your brand.
WORD OF MOUTH
#2 Use storytelling & interaction to get W.O.M.
To get into the personal or social lives of your audience you need to have a brand that appeals
to people. You need to try to ﬁnd the ingredients that trigger their emotional needs. This is
where storytelling and asking questions come in. How will your products make the lives of
your audience better. How do you turn low interest products into brandappeal and WOM
WOM #2 // Tell a story that people can relate to
Step 1: Your facebook timeline should tell your brandstory, also personal notes, quotes
and anecdotes. This will personalise the brand. Add stories that appeal to people.
Step 2: Find what triggers people: So you sell washing machines. You can tell them
about speciﬁcations or you can tell them about all the fun things to do in the time it takes
to wait for the laundry.This way you turn a low interest moment into something nice or fun.
Step 3: Ask people what ideas they can come up with in that free time.
Step 4: Use that data and turn it into something positive.
Step 5: Share the stories, start a movement.
Good examples of storytelling
Good examples of activating storytelling
Good example of brand interaction
#3 Allways call to action 2
Most brands that communicate to promote their brand show beneﬁts, discounts,
speciﬁcations and such things. What they don’t realise is that those things rarely really
trigger people. You need to grab their attention ﬁrst
Communication #1 // Trigger them by using the right call to action.
You communication always has to be something
your audience need to think about. One of the best
ways is by simply interacting with your audience.
It triggers their natural response to stop and think.
So don’t say: Here is our new collection
Say instead: How would the perfect dinner made by
our new collection look like?
You can use this online to evoke a response and
therefore have the chance to engage with your
audience. But really important, this kind of
communication also gets people activated instore.
Imagine being instore and seing on POS: Who can
make the best cake with our new blackline oven?
and then add the twitter url or facebook url to
engage with your audience. Not only do you get
cool recipes. But you also get them exited about
using your product.
The fact you ask them makes your
brand more valuable to them.
#3 Allways use a call to action.
Brands always use their design guidelines when it comes to online design. Instead they
should use their instincts a bit more. What makes for good conversion? Am i
communicating clear enough? A button that ﬁt’s your brand guidelines may not convert
Communication #2 // Make it obvious
When you sell things online, there is only one thing
that matters and that is conversion. How many
people press that buttons you want them to push?
And how many sales do you generate with that
button? There is much to be won when it comes to
communicating the right way and triggering people
to buy things online. We have round up some good
articles for you emphasising the power of call to
action on a webpage. Enjoy and implement!
#4 Where are my fans at?
Who are you talking to and what do they want?. You need to ask this question for every platform you will use, because people have different
motives and behaviors on each different platform. Ofcourse some information you get from one platform, you can use profiling people on other
platforms. You must know who is out there.
Social #1 // Who are those people on my wall and in my store?
• Who are you talking to, and who is talking to you? Be as specific as you can. Age, gender, preferences, income. As much as you can find out.
• What is their issue? What are they experiencing when in contact with your brand? And what is the problem they experience with your brand.
• What does your product or service do to solve or lessen
their pain? What can you do or contribute, to solve their
• How can your product or service inspire and help
them personally and professionally?
• How do you do compared to competitor brands?
• What other channels do your target group use
online and offline?
The first clip let’s you see how most brands approach
their customers, see and learn how not to do it ;)
Very good example of targeting your specific customer
and then reaching a big group by doing so.
Tips and tricks
#4 Use the force!
Find out what everybody on social media is talking about. You need to be able to track those conversations.
Social #2 // The power of the # (hashtag)
Using hastags for your service or producs is a really good way to get your target audience to communicate in a way that can be monitored.
For instance you could track: #whirlpool, #bauknecht, #whirlpool & #fail, #wasmachine & #durftevragen
But you can also start hashtags yourself. #claimdecabrio #metropolitanchallenge
This way you can use this in your communication in a
way that people will copy this from you and you can
easily track what is said about the things you do.
This works best when usinging twitter, but facebook will include
and enable hastags as well soon, so now you can follow
all what is said.
One of the best tools to use for multiple hastags
is tweetdeck. Find it http://tweetdeck.com/
and here is a video on how to use tweetdeck.
Some usefull articles
#5 Think national, act local Location #1 // Use local presence.
Social media is usually delt with on a national level. But you need to redeﬁne it, take it one step further, and engage on a local level.
So you plan for: one tone of voice, for one approach, one set of tools. But then you see how you can use those guidelines a local level.
A person can always be located through either their mobile phone or their login in social media. Facebook knows where they live, so use this data.
Work together with local dealers to get the best deals out to your fans in that region. Make sure the things you offer will beneﬁt your fans locally.
Like local service for their product, local testproducts, local coupons only for your region, local pampering, local appointments, local exclusive vip
testevenings, local cooking clubs. You can get people to register to a your local cooking clubs when they buy a product or kitchen with your product.
But also approach cook fanatics to come a try out your product by using textmessages and mobile regional ads to do so.
Nike plus is a good example how to use local data (your running data) and turn it into an advice, a motivation, and a brand utility which makes the
user want to stay connected to Nike http://www.youtube.com/watch?v=1Uq2xPrakdU
#5 Think national, act local Location #1 // Use local presence.
So how do you use mobile and local presence to get to people? Get them to use their mobile and social media on a local level. You can do this by
enhancing your local presence to send them coupons or deals speciﬁc for their region. For a nice way Jumbo uses email marketing combined with
local coupons to drive trafﬁc check http://goo.gl/sOvzX
But you need to take it one step further. Because people will shop with their mobile at hand as their shopping assistant. So make it worth their while
to interact with your brand on a local level.
The next example is how Ikea took a simple idea and turned it into a good way to recruit people for local Ikea’s http://goo.gl/Dw1Sj
Nice articles about the topic: http://goo.gl/iPNWi http://goo.gl/pVNQf http://goo.gl/Q6qd9 http://goo.gl/icI8f http://goo.gl/4b5Oj http://goo.gl/yMTeP
#6 Think visuals
Visual #1 // Always post visuals.
A picture says more then a thousand words. It is the main reason why Pinterest is so popular. A personal post with a question is liked much more on
facebook than a product release or notiﬁcation. But you can even get more interaction by accompanying every post with a picture or video.
The most important rule about posting online. Never post something about your brand without a photo/video. Unless it is a response to a question..
You will see people interact much more
when you visualise what you are saying.
And when they interact you have
a chance to turn them into fans.
So whenever you want to communicate
something, make sure to have nice visuals
to support it. If you did an POS activation..
make pictures, if somebody wins something
in store...make pictures. If you want to
explain how an appliance works, make a
video or infographic.
And dont forget to attach your url to every
posted picture or video. This is good for
trafﬁc and Google ranking.
#6 Think visuals Visual #2 // Create the right visual content and tag people.
Everyting you post needs to look like fun. It always needs to be in context with your brand, but it has to do with the emotional aspect of your brand.
Do not show your new products, but instead show how it makes people feel, what the consequences are of having such a nice new product.
When you show these kinds of things, always have people respond to your posts by asking them to show you their “moment” or pictures.
One of the most direct way to get peoples attention if you tag them in a picture (also works with mentioning them in tweets). Not only do people
want to know where and why they are tagged, but their whole friendlist will see they are tagged as well. But keep in mind that you do not want to tag
people for the wrong reasons. There needs
to be a reason for it. Maybe you want their
opinion, or maybe you are responding to
peoples questions with a picture that
explains your answer.
When people give a positive contribution
to your page. Make a generic thank you
picture (the golden spoon for the best
cooking comments) (or the golden
clothespin for the most positive comment
about wahsingmachines) and then post
that picutres tagging them and mentioning
them in the post thanking them for their
Some examples of the power of visualisation
#7 Make a plan
Scedule #1 // Make a planning
The last friday of every month you should spend a couple of hours planning what you will be posting this month.
Ask for feedback from all departments on what they will be doing activitywise this month and write down what to share.
• Know when a new product is launched (day, time) Plan what you will say about it and write it ahead of time.
Determine what pictures go with it. What channels to use, who to activate, and what pr to do.
• Make a list of questions you want to ask people this month
• Make a list of topics that you want people to discuss with you
• A list of issues you want to adress.
• Questions you want to ask
• A list of videos and pictures you want to post
And then plan when you are going to post what (date time)
So you dont have to do it manually. By making a planning
you will always have something to say and you can
spend your time online to interact or to post something
urgent or something newsworthy. It makes better use
of your time
Also make a yearplanning what you are going to
do as far as campaigns go. (month, day, time)
The more you plan, the more effective your
strategy will be
#7 Make a plan
Scedule #2 // Make a planning
When making a monthly, quarterly or even a year planning for what you are going to communicate. Always plan with the 5 W strategy.
Who, What, Where, When and Why. But the most important thing is, strategize. Make a plan, not only to scedule posts, but also plan what your
goals are, what you want to accomplish and what you need in resources to make it happen.
About the 5 W’s
Good guidelines ta make a plan
Guidelines for planning
Tools for planning
How to plan content and succesrate of your website
ANALYSE & MEASURE
#8 Know what happened!
The only way to know if it was a succes is measure everything there is to measure.
For everything you do whether it is on- or ofﬂine you need to measure all you can to turn your communication into a succes formula.
This doesn’t involve endless reviews with loads of people, no this means informing everyone involved lean and mean through sceduled moments
with data and numbers.
• When starting a campaign, always keep in mind that whatever you do, it needs to be measurable. This means that you have to think of ways to
make the unmeasurable measurable. For instance if you want
to know how many people scanned the QR on the Pos you
have the scanned QR code go through a invisible page that
measures, who, when, what time, and how many. This way
you know exactly what worked en when it worked.
• Always plan ﬁxed moments to evaluate the data and send
them to your collegues for good use in adapting the
campaign for better succes.
• Always use markers. For instance if you want to know
how many people get activated, have the salesperson
hand out special numbered coupons for people that
have a interest in your product. This way you can
measure people that are interested versus the
number that actually purchased. Then you can
analyse why they bought or why they did not
bought even though they where interested.
Next time you can trigger them even better
so more people convert.
ANALYSE & MEASURE
#8 Know what happened!
What tool scan you use to analyse the data? And why is this important?
To be able to measure the succes of your communication you need to measure the results. This way you can see what you got for every
euro you spend. This could be that for every euro you got one visitor, 1 like, 1 scan, 0,4 purchases, and so on. But furthermore it allows you
to calculate what is effective. Perhaps instore material has a low rate in producing sales but a high rate in awareness. And coupons have a
high conversion rate in sales. Now you know where to spend your money if you want either awareness or conversion.
Here are some examples in measuring tools.
• Measurable mail newsletters with extended analytic
tools. It registers clicks, participants en measures what
content sells and what content does not do well.
• http://goo.gl/OvEWCg EXPERT