Adding mobile to X… And Y!

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Understand More Mobile elations process of adding mobile from a consumer perspective and why it is important. We share some of our 10+ years experience working in the mobile channel. Slides are from a workshop at Cannes Lions 2012.

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Adding mobile to X… And Y!

  1. 1. More Mobile Relations presents Adding mobile to X… And Y! Cannes Lions 2012-06-18 Maja Bergstrand Johan Jonsson Conceptualizer Art Director maja.bergstrand@moremr.com johan.jonsson@moremr.com +46706340085 +46732439720 @majabergstrand @glvstntisdag 19 juni 12
  2. 2. MORE Mobile Relations MORE Mobile relations is a full service mobile marketing agency. We help brands by creating engaging and strategic mobile experiences. Were based in Scandinavia but work globally.tisdag 19 juni 12
  3. 3. The goal for today What Adding mobile to X… And Y! Two scenarios – how to add mobile. Find How problems and find mobile solutions Understand our process of adding mobile Why from a consumer perspective Knowledge, our process, a checklist, all Output slidestisdag 19 juni 12
  4. 4. Guidelines We will answer any questions after the workshop Be engaged, contribute and listen to each other 60 minutes so we need to focustisdag 19 juni 12
  5. 5. The first exercisetisdag 19 juni 12
  6. 6. Know your target group and be relevanttisdag 19 juni 12
  7. 7. Your morning routinetisdag 19 juni 12
  8. 8. Possible problems during your morning routine 3 minutes You are the target group General problems – not mobile Don’t think of solutions yettisdag 19 juni 12
  9. 9. Possible problems during your morning routine You have 3 minutes lefttisdag 19 juni 12
  10. 10. Possible problems during your morning routine You have 2 minutes lefttisdag 19 juni 12
  11. 11. Possible problems during your morning routine You have 1 minute lefttisdag 19 juni 12
  12. 12. http://www.flickr.com/photos/perfectoinsecto/1449294213/ Possible problems For you as a target grouptisdag 19 juni 12
  13. 13. Solutions to the chosen problem 3 minutes What is the solution? How does it solve the problem for the target group (you)? Why mobile?tisdag 19 juni 12
  14. 14. Solutions to the chosen problem You have 3 minutes lefttisdag 19 juni 12
  15. 15. Solutions to the chosen problem You have 2 minutes lefttisdag 19 juni 12
  16. 16. Solutions to the chosen problem You have 1 minute lefttisdag 19 juni 12
  17. 17. http://www.flickr.com/photos/perfectoinsecto/1449294213/ Solutions What is the solution? How does it solve the problem for you? Why is it a mobile solution?tisdag 19 juni 12
  18. 18. And Y is it a mobile solution! Relevant to the target group? Solve the problem? Personal and customizable? Is it social? Take advantage of technical features unique for the mobile? Immediate in time and action? Meant for consuming or producing?tisdag 19 juni 12
  19. 19. Fly off to Cannes Lions! Before During Aftertisdag 19 juni 12
  20. 20. Fly off to Cannes Lions! 3 minutes You are the target group General problems in this customer journey Not mobile Don’t think of solutions yet On the way to At the airport Arriving and the airport and flying leaving the airporttisdag 19 juni 12
  21. 21. Possible problems flying to Cannes You have 3 minutes left On the way to At the airport Arriving and the airport and flying leaving the airporttisdag 19 juni 12
  22. 22. Possible problems flying to Cannes You have 2 minutes left On the way to At the airport Arriving and the airport and flying leaving the airporttisdag 19 juni 12
  23. 23. Possible problems flying to Cannes You have 1 minute left On the way to At the airport Arriving and the airport and flying leaving the airporttisdag 19 juni 12
  24. 24. http://www.flickr.com/photos/eirikso/487963584/ Possible problems For you as a target grouptisdag 19 juni 12
  25. 25. Solutions to the chosen problem 3 minutes What is the solution? How does it solve the problem for the target group (you)? Why mobile?tisdag 19 juni 12
  26. 26. Solutions to the chosen problem You have 3 minutes lefttisdag 19 juni 12
  27. 27. Solutions to the chosen problem You have 2 minutes lefttisdag 19 juni 12
  28. 28. Solutions to the chosen problem You have 1 minute lefttisdag 19 juni 12
  29. 29. http://www.flickr.com/photos/eirikso/487963584/ Solutions What is the solution? How does it solve the problem for you? Why is it a mobile solution?tisdag 19 juni 12
  30. 30. And Y is it a mobile solution! Relevant to the target group? Solve the problem? Personal and customizable? Is it social? Take advantage of technical features unique for the mobile? Immediate in time and action? Meant for consuming or producing?tisdag 19 juni 12
  31. 31. Adding mobile from a consumer perspectivetisdag 19 juni 12
  32. 32. ”We want an app”tisdag 19 juni 12
  33. 33. Adding mobile from a consumer perspective The contexttisdag 19 juni 12
  34. 34. Adding mobile from a consumer perspective The context Who is the target group? Mobile perspective – and it changes from time to time Before – During – After helps widen the context and identify the problemtisdag 19 juni 12
  35. 35. Adding mobile from a consumer perspective The context The problemtisdag 19 juni 12
  36. 36. Adding mobile from a consumer perspective The problem for the target group Consumer perspective lost Where in the context? Before – During – After Too solution oriented too earlytisdag 19 juni 12
  37. 37. Adding mobile from a consumer perspective Solutions The context The problemtisdag 19 juni 12
  38. 38. Adding mobile from a consumer perspective Possible solutions No end user perspective in ”We want an app” Solution doesn’t solve the problem It’s not about technology – it’s just an enabler ”Feature bonanza” – common in agency briefstisdag 19 juni 12
  39. 39. Adding mobile from a consumer perspective Solutions Focus! The context The problemtisdag 19 juni 12
  40. 40. Adding mobile from a consumer perspective Focus! What was the problem again? Is it relevant to the target group? Success is not in the number of features Kill your darlings is hardtisdag 19 juni 12
  41. 41. Adding mobile from a consumer perspective Solutions Focus! The context The problem And Y mobiletisdag 19 juni 12
  42. 42. Adding mobile from a consumer perspective And Y mobile General lack of knowledge and experience Fallback on technology Fast moving – technical possibilites Fast moving – consumer behaviour, consumer needs and expectationstisdag 19 juni 12
  43. 43. Adding mobile from a consumer perspective Solutions Focus! The context The problem How to market And Y mobiletisdag 19 juni 12
  44. 44. Adding mobile from a consumer perspective How to market? No budget and/or part of scope An app in AppStore will not solve the users problem if no one finds it, understands it and starts using ittisdag 19 juni 12
  45. 45. Adding mobile from a consumer perspective Solutions Focus! The context The problem How to market And Y mobile The business goalstisdag 19 juni 12
  46. 46. Adding mobile from a consumer perspective The business goals Add on and not part of business goals Not only a tool for the marketing department Decide your goals for the mobile channel Knowledge and experiencetisdag 19 juni 12
  47. 47. ‹‹ Mobile is not about technology. It’s about knowing and understanding your target group. And you know them already. ››tisdag 19 juni 12
  48. 48. Thank you all! Maja Bergstrand Johan Jonsson Conceptualizer Art Director on twitter @moremr maja.bergstrand@moremr.com johan.jonsson@moremr.com +46706340085 +46732439720 @majabergstrand @glvstn More Mobile Relations This is MORE Kungsgatan 4A MORE Mobile relations is a full service mobile marketing agency. We 111 43 STOCKHOLM help brands by creating engaging and strategic mobile experiences. Phone: 46 (0)8 796 16 00 Were based in Scandinavia but work globally. Fax: 46 (0)8 796 16 10 stockholm@moremr.com www.moremobilerelations.comtisdag 19 juni 12

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