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Making Money with Mobile (2012 MFSA Annual Conference)


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John Foley, Jr., the CEO of interlinkONE and Grow Socially, delivered this presentation at the 2012 MFSA Annual Conference in Asheville.

During his one-hour session, John will explained how mobile technology is changing the way that people communicate and consume information.

He shared the latest statistics on how devices such as smartphones and tablets are having a dramatic effect on everything from marketing, to sales, to customer support, to fulfillment, and more.

Best of all, John demonstrated how there are plenty of opportunities for mail and fulfillment services providers to grow their business by incorporating mobile technology. During his presentation, John will share actionable solutions, case studies, and provide plenty of inspiration.

Some of the technologies that John discussed include:

- QR Codes
- Augmented Reality
- Near Field Communication (NFC)
- Mobile Payments
- And more!

Attendees also had the chance to provide real-time feedback during the session via their smartphones and tablets!

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Making Money with Mobile (2012 MFSA Annual Conference)

  1. 1. Making Money from Mobile June 25th, 2012 John Foley, Jr.interlinkONE and Grow Socially
  2. 2. What’s on the Agenda• Brief Introduction… I Promise!• Why We Need to Talk About Mobile• How You Can Benefit: – QR Codes & the Mobile Web – SMS/Text-Messaging – Augmented Reality – Near Field Communication – Mobile Payments• Selling Mobile Solutions
  3. 3. John Foley, Jr.interlinkONE – Software I love(SaaS) Mar(H)keting!  Enterprise Marketing Management Software  Plan, build, manage, execute and measure all marketing activitiesGrow Socially – SupportServices  Online Marketing/Social Media  Plan, Manage, Execute and Measure
  4. 4. The Books  Printers – Business Transformation  Mailers, Fulfillment providers– Business Transformation  All Businesses – Untethered Communications
  5. 5. Keep Your Phone On!• Feel free to Tweet, Post, Update, Email, take notes, photos, and more! @JohnFoleyJr #MFSAChange
  6. 6. Get Involved!Keep your handout card nearby! We hope you’ll participate!!
  8. 8. Mobile is Shaking up Marketing!• Mobile Devices (Smartphones, Tablets)• QR Codes• Near Field Communication (NFC)• SMS/Texting• Augmented Reality
  9. 9. Smartphone Sales• In 2012, 657 million smartphones predicted to be sold, up from 459 million in 2011 (JP Morgan)
  10. 10. Smartphone Adoption 50% Smartphone Adoption in the U.S.
  11. 11. Smartphone Domination Source: Morgan Stanley
  12. 12. Big Brands Are Moving Forward “We have to embrace these changes. What we have to do is provide anytime, anywhere access. The customer is demanding that.” June 6th, 2012,
  13. 13. Mail & Mobile: Better TogetherInteractivity Media Extension Trackability Increased Value to Print and Mail
  14. 14. Remember: It’s About How People BENEFIT from the Technology Top factors that prompt interaction with specific marketing technologies Mobile Response Codes Opt-in Mobile Messaging Augmented Reality (N = 751) (N = 506) (N = 130) 1. Coupon, deal, or • Coupon, deal, or • Fun or discount discount entertainment 2. Credit for loyalty • Enter sweepstakes • Coupon, deal, program or competition or discount 3. Access additional • Access additional • Access information information additional 4. Enter sweepstakes • Make a purchase information or competition • Vote in a • Just to try it out 5. Make a purchase competition • Enter sweepstakes or competitionN = Consumers who have interacted with the specific marketing technologiesSource: Mobile Technology: Making Print Interactive, InfoTrends, 2011
  15. 15. Now…• Let’s chat about how you can effectively integrate mobile for your organization and other customers!
  17. 17. Ready to Get Involved?• POLL Question #1: Are you using QR Codes in your business today?
  18. 18. Big Growth in Mobile Response Code Use How would you describe your familiarity with and use of mobile response codes? Familiar, use today Familiar, might use in the future Familiar, but no plans to use Not familiar 100% 11.1% 35.3% 88.9% 80% 22.2% Familiarity among marketers in 60% 64.7% 2011 20.7% Familiarity among 42.9% 40% marketers in 2010 194% 35.9% 20% Growth Marketers 23.8% using mobile response 8.1% codes 0% 2010 2011 N= 518 315• N = Marketers 2010 Source: The Cross-Media Direct Marketing Opportunity, InfoTrends 2011 Source: Mobile Technology: Making Print Interactive, InfoTrends
  19. 19. Opportunity for You!• USPS 2012 Mobile Commerce and Personalization Promotion• 2% discount for including a QR Code on mail• The QR Code must point to a mobile PURL or a mobile storefront.
  20. 20. Proprietary vs. Non-Proprietary
  21. 21. How Can They Be Used?• Let’s look at some QR Code solutions in action!
  22. 22. PURL, QR Code: Registration Page
  23. 23. GURL, QR Code: Registration Page
  24. 24. For Self-Promotional Efforts
  25. 25. To Promote Product Launches
  26. 26. To Drive Sales• Mailer for buying tools online• Included two response mechanisms
  27. 27. Appointment/Scheduling
  28. 28. Fundraising/Donations
  29. 29. Event Promotion Watch it at:
  30. 30. Tip: Shorten the URL!
  31. 31. Tip: Provide Clear Directions
  32. 32. Tip: Important! Include Padding
  33. 33. Tip: Mobilize the Website
  34. 34. Tip: Test, Track, Measure
  35. 35. What To Look for In a Creator• Can you change the URL?• Does the solution shorten the URL?• Bulk-Upload Capability• Measurement and Tracking?
  36. 36. Creating QR Codes for PURLs • Upload Your Mailing List • Generate the PURLs • Export the list, including the PURL
  37. 37. Tip: Measure QR vs. PURL• If your mailer will contain a printed PURL plus a personalized QR Code, you should track them differently.One way to do this --- unique URLs:••
  38. 38. Mobile Site Requirement: Good! = Source:
  39. 39. Options for Building a Mobile Website• Web programming – HTML, CSS, jQuery• Use a Mobile Website Builder – Look for: Photo Credit: • Ease of Use • Reporting • White Label Options?
  40. 40. Mobile Website Goals• Quick Loading Time• Easy to Read• Simple Interaction• But Still Relevant And Useful!
  41. 41. Key Thoughts Before Building• Treat the needs of the “on- the-go” user differently than those of a desktop/laptop browser. – On-the-go or in a rush – Extremely interested in the offer – help them take immediate action.
  42. 42. Personalization Options• Prior Behavior• Life Stage• Segmentation• Demographics
  43. 43. Tip: Trim your content!• Prioritize and simplify – only include the most important points, links, etc. Photo Credit:
  44. 44. Tip: Include Forms to Capture Data• Simplify Forms: Limit Use of Open-Ended Questions, # of fields in general.
  45. 45. Final Thoughts• QR Codes can work successfully – but you must follow best practices• Mobile websites must be simple, but they can also be a great way to capture leads, generate sales, and more.
  47. 47. Why Talk About SMS?• “It takes 90 minutes for the average person to respond to an email. It takes 90 seconds for the average person to respond to a text message.” Source: Mobile Marketing Association
  48. 48. SMS/Texting: Plenty of Uses!• Text-to-e-Mail campaigns Over 90% of texts from SMS• Subscription text alerts messaging campaigns are• Voting/Polling read by recipients,• Mobile fan clubs generating average• Premium SMS sweepstakes response rates• of 15%-30% or Corporate marketing more! Source: Mobile Marketing Association
  49. 49. SMS/Text: Example 1 • Users were encouraged to opt-in to receive weather-related mobile notifications based on their ZIP code. • Helped ACE to build their database too!
  50. 50. SMS/Text: Example 2
  51. 51. Adding SMS to Your List of Services• Need ability to send outbound messages• Need ability to use Shortcodes to accept SMS Responses• Understand SMS/Opt-In Rules: It’s key to start building the mobile/SMS database now!
  53. 53. Augmented Reality Becoming AccessibleSource: Juniper Research
  54. 54. Interactive Print & Mail: Layar Watch the video:
  55. 55. Using Layar to Augment Reality
  56. 56. Aurasma
  57. 57. Getting Started with AR• Start experiencing it yourself – download the Apps, test, play, & get inspired!• Check out Kevin Keane’s list of AR apps• Augment your own material.• Start talking about it to clients!
  59. 59. Ready to Get Involved?• POLL Question #2:What type of smartphone do you have?
  60. 60. NFC: Lots of Potential Uses!• “Near field communication, or NFC, allows for simplified transactions, data exchange, and connections with a touch”.
  61. 61. Tap To Connect!
  62. 62. NFC vs.QR Codes
  63. 63. NFC & Location-Based Marketing• NFC can be used to make mobile actions easier to complete… check- ins, transactions, registrations, and more!
  64. 64. Getting Started with NFC• Check if you have a phone that is NFC- enabled• Sign up for news sites and Google Alerts that mention and highlight NFC campaigns• Start mentioning it to your clients!
  66. 66. Square• Easily accept credit cards from mobile devices• 2.75% per swipe – no other fees
  67. 67. Custom Apps
  68. 68. Mobile Payments & You• Ideas for putting Square to use: – Sales at conferences, trade shows, Chamber of Commerce events, etc. – Point of sale jobs at the shop – Big benefit: demonstrates to customers that you are paying attention to and moving forward with new technologies!
  70. 70. How Do You Make $ on QR Codes?• Help Customers in Their Mobile Strategy• Custom QR Code Design• Mobile Website Creation• Build a Database!• Reporting, Analyzing, Strategy• Put it in a Campaign!
  71. 71. Before You Start Selling…• Is your website mobile- optimized?• Smartphones for demos• Understand limitations & advantages.• Add “mobile marketing” to your business strategy and marketing plans!
  72. 72. How you can promote it• On your website• On your social networks• QR Codes on print• Email efforts• Webinar Credit:
  73. 73. Sales Opportunity #1• QR Codes need mobile sites! There are plenty without.
  74. 74. Sales Opportunity #2• Any printed piece/mailing with a URL that may reach the growing mobile audience.
  75. 75. Sales Opportunity #3• Any customer that has a website that is not mobile-optimized.
  76. 76. Final Thoughts on Mobile• Smartphones and Tablets are Disruptors… and they are here to stay!• QR Codes are best way today to integrate print, mail, and and mobile.• Think outside the box with NFC, Augmented Reality, and SMS.• Start talking about mobile to your customers today!
  77. 77. Q & A / Contact Me!: Scan It!
  78. 78. Thank You!