Addressable Media Consultants
Founded in June 2007

To create marketing solutions that leverage
the addressable connectivi...
Contact
Gary Towning
Client Lead
Garytowning@addressable-media.net


Phone                            919-647-4759
Fax    ...
Mobile Marketing / Our focus today
• Why ?

• Status of US mobile

• Dove Campaign for Real Beauty Mobile

• Mobile market...
+       = 2.9MM
                                                        Texts




AMC Presentation. All Rights Reserved. 2...
Why ?
•     Always On
•     Always near you
•     Most personal one to one device
•     Not just voice technology it’s an ...
Mobile Vernacular




                 SMS                            MMS         Mobile Web
               Short         ...
Status Check / US v World
•     + 1/4 of US show Mobile
      Marketing interest
•     Greater abroad especially
      dev...
Status Check / Marketing Content




                                              Last 30 days Source: MMA / Synovate 200...
Status Check / SMS - Mobile Web




                                     MM’s World Wide Source: E Marketer March 08


•  ...
SMS / Mainstream and Effective
•     Total US handsets 263MM

•     Over 200MM have text plans

•     357 txt received per...
SMS Mobile Marketing Integration:
Dove
The Campaign
         Create a movement to debunk the beauty myths

          Engage women in defining what is “real beaut...
Video removed




                                                    Click above to play movie




AMC Presentation. All ...
Surround, Spark Debate and Discussion
OOH

                                                     ?
                        ...
Engage at all Levels of Debate Online




AMC Presentation. All Rights Reserved. 2009   16   New Orleans AMA
Drive into deeper level of conversation




AMC Presentation. All Rights Reserved. 2009   17   New Orleans AMA
Globalize the movement
Adding Mobile Marketing to the Mix
Why ? / The Mobile Integration Pitch

• Leverage heavy investment now to Out-of-Home

• Democratize how the consumer can v...
Timeframe



“You’ve got 7 weeks”                          !


Complex Mkt Ecosystem
Ogilvy (lead) - Mindshare - Edelman P...
Mobile / integrated engagement nexus




   Strategic placement
   Mobile BB’s NY & LA
                                   ...
Text your vote to:
                                                   43683 [4DOVE]

                                     ...
How did it work?

                                                                                                        ...
Tracking results



             Execution            W/W                 F/F           O/O      H/H
City



             ...
Result
• Millions voted across all platforms and embraced the
  debate

• Dove became recognized as the trusted sponsor of...
Lessons and guidelines
•     Mobile is not an afterthought
•     Best if integrates and connects with other media
•     Bu...
Mobile marketing opportunities
Mobile Opportunities / Participation
Hip Cricket / Coca Cola

•     Event Platform for attendees
•     Text shout outs and...
Mobile opportunities / Loyalty
Mycoke rewards 08

•     Txt codes from Coke Red
      Caps to Coke (2653) and
      your l...
Mobile Opportunities / Transactional
QSR Delivery

•     Register ordering details
      online and then order pizzas
    ...
Mobile opportunities / Coupon Scan?
 •     200MM mobile coupon users
       globally by 2013
 •     Pilots show increased
...
Mobile opportunities / Coupons SMS
Mobile Storm / Ashley NC

•     8 regional stores in SC/NC
      promotion “Secret Sale...
Mobile trends and tactics / Search
Google 07
• Txt based info search
• Movies, Stocks, Sports, Tel #
• Txt “weather New Or...
Mobile opportunities / Print to Phone
Snap Tell / Omnimedia
• 09 Winter issue of Martha
  Stewart Weddings
• first women’s...
Practical Mobile marketing today
Example / Mobile Coupon

Coupon Offer for AMA
members courtesy of Diageo

Text TBS to 38714 for 20%
off your next meal at
...
Example / Mobile Trivia
Win a free Pimm’s from the
AMA NO and Diageo

Who resided at the
Napoleon House?

A. Napoleon

B. ...
Practical and Speedy ways to test
•     Mobile SAAS providers i.e. Iamota or Mobile Storm
•     Use Shared short codes or ...
Thank You
AMA Mobile Marketing Speech
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AMA Mobile Marketing Speech

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Guide to practical mobile marketing

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AMA Mobile Marketing Speech

  1. 1. Addressable Media Consultants Founded in June 2007 To create marketing solutions that leverage the addressable connectivity of today from a network of best in class thinkers and Implementers Our philosophy, you do not need big agencies for big ideas but a network of people who have been there and executed those ideas with proven results AMC Presentation. All Rights Reserved. 2009 2 New Orleans AMA
  2. 2. Contact Gary Towning Client Lead Garytowning@addressable-media.net Phone 919-647-4759 Fax 919 968-1570 321 Nottingham Chapel Hill, NC 27517 UK Phone 44-207-491-8886 AMC Presentation. All Rights Reserved. 2009 3 New Orleans AMA
  3. 3. Mobile Marketing / Our focus today • Why ? • Status of US mobile • Dove Campaign for Real Beauty Mobile • Mobile marketing opportunities • SMS demo AMC Presentation. All Rights Reserved. 2009 4 New Orleans AMA
  4. 4. + = 2.9MM Texts AMC Presentation. All Rights Reserved. 2009 5 New Orleans AMA
  5. 5. Why ? • Always On • Always near you • Most personal one to one device • Not just voice technology it’s an experience • Measurable AMC Presentation. All Rights Reserved. 2009 6 New Orleans AMA
  6. 6. Mobile Vernacular SMS MMS Mobile Web Short Multi-Media Sites built message message (WAP) for service service phone browsers “texting” Ring tones photos 57% 20% AMC Presentation. All Rights Reserved. 2009 7 New Orleans AMA
  7. 7. Status Check / US v World • + 1/4 of US show Mobile Marketing interest • Greater abroad especially developing countries Source: MMA / Synovate 2008 AMC Presentation. All Rights Reserved. 2009 8 New Orleans AMA
  8. 8. Status Check / Marketing Content Last 30 days Source: MMA / Synovate 2008 • 6% of 200MM US mobile users have participated in Mobile Mkt – 48% used it for text to win – 24% promotional alerts – 22% mobile coupon codes – 6% location based AMC Presentation. All Rights Reserved. 2009 9 New Orleans AMA
  9. 9. Status Check / SMS - Mobile Web MM’s World Wide Source: E Marketer March 08 • Dominated by a growing SMS text messaging • US SMS marketing $1.47Bil • Search will show increasing potential • SMS is the lowest common denominator of all handsets AMC Presentation. All Rights Reserved. 2009 10 New Orleans AMA
  10. 10. SMS / Mainstream and Effective • Total US handsets 263MM • Over 200MM have text plans • 357 txt received per month v 204 phone calls • 18 -24yrs 790 txt per month • 16% recall of any Txt Ad Source: Nielsen Q2 08 / CTIA AMC Presentation. All Rights Reserved. 2009 11 New Orleans AMA
  11. 11. SMS Mobile Marketing Integration: Dove
  12. 12. The Campaign Create a movement to debunk the beauty myths Engage women in defining what is “real beauty” Set stage for Dove’s global expansion in the hair and beauty category Engage women in debate at all touch points Seed Dove as the owner this debate AMC Presentation. All Rights Reserved. 2009 13 New Orleans AMA
  13. 13. Video removed Click above to play movie AMC Presentation. All Rights Reserved. 2009 14 New Orleans AMA
  14. 14. Surround, Spark Debate and Discussion OOH ? Mobile Press ? Web TV www.campaignforrealbeauty.com Print In-Store AMC Presentation. All Rights Reserved. 2009 15 New Orleans AMA
  15. 15. Engage at all Levels of Debate Online AMC Presentation. All Rights Reserved. 2009 16 New Orleans AMA
  16. 16. Drive into deeper level of conversation AMC Presentation. All Rights Reserved. 2009 17 New Orleans AMA
  17. 17. Globalize the movement
  18. 18. Adding Mobile Marketing to the Mix
  19. 19. Why ? / The Mobile Integration Pitch • Leverage heavy investment now to Out-of-Home • Democratize how the consumer can voice an opinion • Use SMS Short Code “4Dove” to further the brand • Generate more PR with innovation in the debate • Create brand buzz and engagement at street level AMC Presentation. All Rights Reserved. 2009 20 New Orleans AMA
  20. 20. Timeframe “You’ve got 7 weeks” ! Complex Mkt Ecosystem Ogilvy (lead) - Mindshare - Edelman PR - Mobile365 - Spectrum - DaktronicLED AMC Presentation. All Rights Reserved. 2009 21 New Orleans AMA
  21. 21. Mobile / integrated engagement nexus Strategic placement Mobile BB’s NY & LA Interactive Billboard Times Square, New York Wild postings NY, LA, MIA, CHI Web AMC Presentation. All Rights Reserved. 2009 22 New Orleans AMA
  22. 22. Text your vote to: 43683 [4DOVE] A for wrinkled B for wonderful <5 secs avg. for results in phone and on LED LED shows: • Global votes incl. web • Local votes • Drive to web AMC Presentation. All Rights Reserved. 2009 23 New Orleans AMA
  23. 23. How did it work? Wonderful A Consumer reacts to billboard 1 Wrinkled B …A C4RB Consumer nd te x ts v C4RB Billboard o te 4 “A” 6 to sho Ca rt c 4 mp od “Th a ig e4 an nM DO Sends votes Consumer logs to Website kU an Go 4V ag VE To see more results to cam oting er to LED in re t 2 pa . 58 u rn Time Square ign % sr for agr rea ee esp 5 lbe w au ith u ty f on se or 42% mo re disag vot r es ee 3 …polls and tabulates web and mobile votes C4RB C4RB Website Campaign Manager AMC Presentation. All Rights Reserved. 2009 24 New Orleans AMA
  24. 24. Tracking results Execution W/W F/F O/O H/H City 2Dove 2Dove 2Dove 2Dove 4Dove NY C or D E or F G or H I or J A or B LA MIA CHI 2Dove 2Dove 2Dove 2Dove C or D E or F G or H I or J OOH Mobile/Wild OOH Fixed 2Dove (23683) 4Dove (43683) AMC Presentation. All Rights Reserved. 2009 25 New Orleans AMA
  25. 25. Result • Millions voted across all platforms and embraced the debate • Dove became recognized as the trusted sponsor of this “safe heaven” for Real Beauty discussion • Dove has become an established brand in skin, beauty, and hair care AMC Presentation. All Rights Reserved. 2009 26 New Orleans AMA
  26. 26. Lessons and guidelines • Mobile is not an afterthought • Best if integrates and connects with other media • But keep it simple • Look to the common phone denominator for reach • Permission can lead to a longer term relationship • Test, measure and adjust At the end of the day it is about delivering a valued mobile brand experience to the consumer AMC Presentation. All Rights Reserved. 2009 27 New Orleans AMA
  27. 27. Mobile marketing opportunities
  28. 28. Mobile Opportunities / Participation Hip Cricket / Coca Cola • Event Platform for attendees • Text shout outs and cell pics to big screens • Vote on mycokerewards.com commercials • Thank you message - go to mycokerewards.com for more ways to win • Thousands of text & pics interactions AMC Presentation. All Rights Reserved. 2009 29 New Orleans AMA
  29. 29. Mobile opportunities / Loyalty Mycoke rewards 08 • Txt codes from Coke Red Caps to Coke (2653) and your loyalty rewards bank • Members send/receive 32 txt avg. per month • 47% are 35 and older • Program engaged 1.1 million AT&T and Verizon Wireless customers through the third quarter of 2008 Source: Neilsen & Adweek 08 AMC Presentation. All Rights Reserved. 2009 30 New Orleans AMA
  30. 30. Mobile Opportunities / Transactional QSR Delivery • Register ordering details online and then order pizzas Via text message or WAP • In 08 Q3 text comms = 1MM – 552,000 Domino Pizza – 279,000 Pizza Hut – 182,000 Papa John’s Source Nielsen AT&T/Verizon AMC Presentation. All Rights Reserved. 2009 31 New Orleans AMA
  31. 31. Mobile opportunities / Coupon Scan? • 200MM mobile coupon users globally by 2013 • Pilots show increased redemption rates • Hurdles at POS, no BC scanning Cellfire / Kroger 08 • Mobile Kroger Plus card • First for a grocery to tie mobile marketing to a store- based membership • Clorox, ConAgra, Del Monte, General Mills, Kimberly- Source: Jupiter Research Clark and Unilever on board AMC Presentation. All Rights Reserved. 2009 32 New Orleans AMA
  32. 32. Mobile opportunities / Coupons SMS Mobile Storm / Ashley NC • 8 regional stores in SC/NC promotion “Secret Sale” • Integrated email to build opt- in and SMS to drive to store • 29,000 contacts made • Revenue generated $135,000 - $85,000 tied to mobile offer AMC Presentation. All Rights Reserved. 2009 33 New Orleans AMA
  33. 33. Mobile trends and tactics / Search Google 07 • Txt based info search • Movies, Stocks, Sports, Tel # • Txt “weather New Orleans” to 466453 (Google) Google 08 Android Phones • Automatic barcode recognition using onboard phone camera • Shows CD, DVD, or book cover along with detailed reviews from Amazon.com • Store search and call • Play sample tracks right on phone • Local library copy search AMC Presentation. All Rights Reserved. 2009 34 New Orleans AMA
  34. 34. Mobile opportunities / Print to Phone Snap Tell / Omnimedia • 09 Winter issue of Martha Stewart Weddings • first women’s magazine to utilize fully activated live advertisements • Snap ad with phone and MMS to martha@Snaptell • Content readers receive from advertisers can include coupons, video or photos, website links or product information, Zip look-up AMC Presentation. All Rights Reserved. 2009 35 New Orleans AMA
  35. 35. Practical Mobile marketing today
  36. 36. Example / Mobile Coupon Coupon Offer for AMA members courtesy of Diageo Text TBS to 38714 for 20% off your next meal at Coupon Offer for AMA members courtesy Napoleon House of Diageo Text TBS to 38714 for 20% off your next meal at Napoleon House And start the Diageo Trivia game for And start the AMA / Diageo there Trivia game for there AMC Presentation. All Rights Reserved. 2009 37 New Orleans AMA
  37. 37. Example / Mobile Trivia Win a free Pimm’s from the AMA NO and Diageo Who resided at the Napoleon House? A. Napoleon B. James Pimm who created the Pimm’s drink C. A mayor of New Orleans Text your answer TBS A or B or C to 38714 AMC Presentation. All Rights Reserved. 2009 38 New Orleans AMA
  38. 38. Practical and Speedy ways to test • Mobile SAAS providers i.e. Iamota or Mobile Storm • Use Shared short codes or vanity codes • Allows for testing of one off inbound offers • Templated couponing/trivia/polls • Shared short code so each offers are keyword related • Not short code branding opportunity • Can be Inexpensive • 35 % of mobile campaigns cost less than $10,000 and just 7 percent of mobile campaigns have budgets exceeding $1 million Source: Forrester Research AMC Presentation. All Rights Reserved. 2009 39 New Orleans AMA
  39. 39. Thank You

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