MobiU2012 Summit: Young Males & Mobile by Best Buy

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Will LaJoie, Director Digital Marketing, Best Buy
Don Wortley, Sr. Marketing Manager, Best Buy
Best Buy customers have been at the leading edge of mobile adoption and actively use both tablets and smartphones as part of the purchases process. In this session we will discuss the emerging trends we are seeing with our customers as they use mobile during their path to purchase. In addition, we will share a Back to School mobile advertising case study, where Best Buy targeted and engaged students with a unique partnership. Join us to hear how the brand that makes technology works for you is integrating mobile marketing into its marketing mix.

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  • Two strategies: Must be price competitive and then add value Create confidence getting a good deal Presupposes they are in the store before purchasing
  • Not price.
  • Radically, radically simplify the purchase process.
  • Price checking story
  • Download app story
  • Mission focused. Every single person walked directly to the item that they were researching. Create a compelling digital layer on top of physical assets to drive awareness.
  • Strategy Amplify our mobile marketing with an integrated content-based experience that provides efficient media at scale, massive earned media, PR, and drives earned behavior beyond the paid media . Concept A high-profile sponsorship on Tap Tap Tour that includes widespread branding, integration and multiple innovative opportunities for customers to unlock 3 featured tracks of the week
  • Strategy Amplify our mobile marketing with an integrated content-based experience that provides efficient media at scale, massive earned media, PR, and drives earned behavior beyond the paid media . Concept A high-profile sponsorship on Tap Tap Tour that includes widespread branding, integration and multiple innovative opportunities for customers to unlock 3 featured tracks of the week
  • Strategy Amplify our mobile marketing with an integrated content-based experience that provides efficient media at scale, massive earned media, PR, and drives earned behavior beyond the paid media . Concept A high-profile sponsorship on Tap Tap Tour that includes widespread branding, integration and multiple innovative opportunities for customers to unlock 3 featured tracks of the week
  • MobiU2012 Summit: Young Males & Mobile by Best Buy

    1. 1. Mobile Changes Everything Will Lajoie, Director Digital Marketing, Best Buy Don Wortley, Sr. Marketing Manager, Best Buy Event hashtag #MobiU2012 Presented by the Heartland Mobile Council
    2. 2. #MobiU2012, @BestBuyTo begin with, a little context…There were two questions we wanted to answer….1.How have smartphones and tablets changed customershopping expectations and behaviors?2.What differentiating opportunities does that create for BestBuy?
    3. 3. #MobiU2012, @BestBuyToday we are going to share tactical insights from the customer research……we’re not going to share our tactical plans coming out of said research
    4. 4. #MobiU2012, @BestBuyThink about showrooming not from a competitive, butfrom a customer lens, in terms of the jobs that thecustomer is trying to accomplishThe showrooming definition… …yields three strategies • Radically simplify the Showrooming happens when purchase process consumers visit a store solelyfor research purposes and then • Be price competitive purchase products wherever they can find the best deal. • Create digital layers on physical assets
    5. 5. #MobiU2012, @BestBuyCreate a process that is inclusive and drivescollaboration to ensure alignment on the finalizedstrategies and tactics • This process drives cross-functional collaboration Synthesized Ethnography with Working Sessions Quant to Synthesize topexisting primary CE shoppers to with mobile determine core ideas into phased and secondary understand mobile phone/marketing tactics and rollouts research + their journey power users to strategies create testable ideas
    6. 6. Radical Simplification #MobiU2012, @BestBuyCustomers feel like technology helps them savetime while shopping• Save time - no need to waste a trip to a store, between stores, or waste gas• Make the right decision because I have more information 6
    7. 7. Radical Simplification #MobiU2012, @BestBuyThere is no easy way to start, stop, and resume research • “We are going on a vacation where we will be outdoors hiking and I want a rugged camera that I don’t have to worry about dropping.” 7
    8. 8. Radical Simplification #MobiU2012, @BestBuySmartphones are used most frequently in preparationfor the store visit while computers are used for research • For high involvement purchases, customers, research on a computer at home and then visit the store further down the purchase funnel • On their way to the store customers are looking for in-stock, store locations, store hours • In store customers are looking for customer reviews, product information, and to compare prices 8
    9. 9. Price Competitive #MobiU2012, @BestBuyCustomers use smart phones in store to feel confident thatthey are choosing the right product and that they aregetting a good deal• 50% of smart phone users have used a mobile device in store to help them buy something  42% to compare prices  29% to read a review or product specs 9 Source: Wells Fargo Equity Research: Mobile Brings the Mojo Back to Physical Stores 12/14/2011
    10. 10. Price Competitive #MobiU2012, @BestBuyComparing prices is mainstream although no single way todo so is dominant • “I have a fear for how technology works. My husband is much more savvy than me.”
    11. 11. Digital Layer #MobiU2012, @BestBuyCustomers are increasingly “mission focused” and notaware of in-store value propositions, such as other salesand deals in store When a customer goes into an area they are made aware of what is on deal that week
    12. 12. Digital Layer #MobiU2012, @BestBuyCustomers want help finding products in stores Customers can search for an item by voice or typing and find it on the map 12
    13. 13. #MobiU2012, @BestBuyIn Summary… Customers use smart phones to feel confident in theirchoice of product and that they are getting a good deal
    14. 14. #MobiU2012, @BestBuyBest Buy Mobile AdvertisingBACK TO CAMPUS: CASE STUDY
    15. 15. #MobiU2012, @BestBuyWe’ve done and tested a lot in mobile Direct Indirect
    16. 16. #MobiU2012, @BestBuyBack to Campus
    17. 17. #MobiU2012, @BestBuyThe Challenge:Campaign Objectives1. Increase traffic to all channels2. Drive awareness and consideration for Best Buy as a destination for Back toCollege Essentials (laptops, smartphones, tablets, etc.)3. Increase intent to purchase with our key targets Dad and College StudentsMedia Objectives1.Scale reach and frequency with our target audiences2.With limited spend, find vehicles that allow our brand and message to breakthrough
    18. 18. #MobiU2012, @BestBuy“Big Stage” for back to campus value props
    19. 19. #MobiU2012, @BestBuyGames have always provided “Big Stages”This is true even in mobile…• Tap Tap is the Most Popular Music Game franchise in history according to the Guinness book of world records• 80 million downloads• 1B game plays (has been installed on up to 1 in 3 iPhones across the US)
    20. 20. #MobiU2012, @BestBuyThe campaign Back To CampusWeek/Objective GoalWeek 1: Drive engagement 2 Million PlaysWeek 2: Drive social traffic to 1 Million PlaysBest Buy (Unlock song withsocial code)Week 3: Drive traffic to Best 500kBuy stores (unlock song withfoursquare checkin at Best Buy)
    21. 21. #MobiU2012, @BestBuy The campaign• We targeted students through the passion around particular artists, we opted not to go with Yanni. http://www.youtube.com/watch?v=66pREyYe4iA
    22. 22. #MobiU2012, @BestBuyGetting the target just right
    23. 23. #MobiU2012, @BestBuyPlayers tweet their score for a chance to win
    24. 24. #MobiU2012, @BestBuyStudents love Music Back To CampusWeek Goal ResultWeek 1: Drive 2 Million 2.25 Millionengagement PlaysWeek 2: Unlock song 1 Million 1.05 Millionwith social code PlaysWeek 3: Unlock song 500k 550kwith foursquare Playscheck in at Best Buy
    25. 25. #MobiU2012, @BestBuy…and finally, some things that we are excited about• Location based marketing• In-store analytics• Ubiquitous use of mobile
    26. 26. #MobiU2012, @BestBuyThank you!

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