Mobile carrier digital marketing guide
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Proposed comprehensive seasonal campaign approach to digital banner ads, for carriers distributing Location Labs mobile family safety products
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Mobile carrier digital marketing guide
- 1. DIGITAL MARKETING GUIDE Rescuing the digital banner ad with story-based marketing by Location Labs
- 2. How can we cure banner blindness? The average mobile customer sees 50 to 100 banner ads every day. The result? Banner blindness.
- 3. How can Sprint stand out? Tell stories. Today’s SFL ads blend in. Why? They lack human connection. Instead we should: Sit on customers’ side of the table. Convey that we’re like them and understand them, not that we’re trying to “get” something from them. Reflect customers’ current reality. Customers decide to buy for different reasons during different seasons. Varying the message increases visibility. Sell problems we solve, not products. Forefront customers’ everyday struggles, not the features of our solution. Stop talking about ourselves.
- 4. How did we arrive at this recommendation? Research. First, we listened to parents, to discover not just what they want from their phones or wireless carriers, but what they need in their lives. Then we compared the stresses parents revealed most—feeling stretched thin and worrying that they fall short—to SFL features, to discern benefits. Last, we designed a campaign that will resonate with parents by linking to concrete, specific experiences and speaking their language.
- 5. Back to School Digital Banner Campaign
- 6. Start things right. A new school year is a new beginning #gettingbettereveryday MY SERVICES / 728x90 px MY DEVICE / 300x250 px MY PREFERENCES 160x60 px STORE LOCATOR / 300x250 px MOBILE HOME PAGE / 300x50 pxVVM / 300x50 px
- 7. My Preferences 160x600 px One of parents’ top stressors is keeping track of multiple schedules and playing chauffeur. With Sprint Family Locator, they can see where everyone is, any time, at a glance.
- 8. My Device 300x250 px Children learn a lot in school, but not everything. It’s up to parents to set boundaries and gradually broaden them. Sprint Family Locator can help.
- 9. My Services (Bottom) 728x90 px Most parents wish they could follow kids around everywhere, just to make sure they’re being safe and smart. This very powerful message links Sprint Family Locator to the fulfillment of that wish.
- 10. 300x250 px Store Locator For many parents, “back to school” means “time to shop.” What could be more important than a service that easily lets parents know kids get where they need to go, safely?
- 11. VVM 300x50 px Parents tell us they get worn down by worry. They have to keep track of their own responsibilities, and make sure kids have what they need, from food and shelter to chances to stretch and learn. They can’t do it alone.
- 12. Mobile Home Page 300x50 px Many parents say the “trigger” for getting kids phones is a transition: to new activities, to middle school, to high school. With new phones come new responsibilities and new things to learn, for kids and parents.
- 13. Start things right. A new school year is a new beginning #gettingbettereveryday MY SERVICES / 728x90 px MY DEVICE / 300x250 px MY PREFERENCES 160x60 px STORE LOCATOR / 300x250 px MOBILE HOME PAGE / 300x50 pxVVM / 300x50 px