How to make your brand relevant on Mobile. Presentation of In the Pocket at the Mobile Marketing Seminar organized by Stichting Marketing (13/10).

1. Loyalcation, Utility & Conversion Orhow to makeyour brand relevant on mobile Pieterjan Bouten - @pieterjan

2. Introduction Located in

3. Introduction We only focus on mobile Strategy & Concept Development & Design Mobile Marketing Mobile Advertising

4. Introduction

5. 1. Location & Loyalty

6. Location & Loyalty @tijs Loyalcation

7. Location & Loyalty LOCATION SOCIAL MOBILE LOYALTY @tijs

9. Social networking

10. ‘Always connected’

11. Reward loyalty

12. Location Based Social Networks

13. Applications

14. Aggregators (E.g. Shopkick)

15. Custom developed apps (API)Landscape

17. Profile

18. Social

19. Location

20. Timing (real time & participatory)

21. Reward loyalty

22. Instant gratification

23. Small and big businesses

25. Download the app

26. Buildyournetwork

27. Check – in atlocations (earnpoints/badges)

28. Add &sharetips (createto do’s)

29. For Brands & Business owners

30. Claim yourvenue

31. Create offers to generatetraffic

32. Addincentives

33. Tieit to yourloyalty program

34. Usepossibilities of the platform and becreative

35. Applications

36. Aggregators (E.g. Shopkick)

38. Location & Loyalty Examples

39. Location & Loyalty

40. Location & Loyalty

42. Determine your objectives

43. ‘Claim’ your location

44. Think of compelling promotions/offers/actions

45. Interact and engage

46. Track and measure as much as you can

47. Be flexible

49. Claiming your venue

50. Creating attractive promotions

52. Utility Marketing on Mobile

53. Utility Marketing on Mobile

55. Needs

57. Does it pay off the brand promise

58. Does it build brand credibility and is it authentic

59. Does it fulfill an unmet need, is it unique

60. Is it actually useful

61. When and how often can it be used

62. Is it engaging, entertaining and easy-to-use

63. Is it satisfying and rewarding

64. Is it easy to share and distribute

65. Resources needed to keep it aliveGuthrieDolin, Odopod 2009

66. Utility Marketing on Mobile Examples:

67. Utility Marketing on Mobile

68. 3. Conversion

69. Conversion Conversion

72. Transparant Pricing

73. Deep Discounts

74. ImmediateGratification

75. PaymentmethodsMorgan Stanley 2010

76. A fictive example

77. Conversion

78. Fictive concept for Coca - Cola Reward users of the application for certain behaviour Check in at Coke locations (festivals, events, bars, …) Sharing brand related actions Buying Coke products Location & Interaction Check ins QR codes Barcodes ‘Hide’ products for users to pick them up and get rewards Conversion

79. Fictive concept for Coca - Cola Couponing (reward/actions linked with location/sharing/buying) Discounts in stores Gifts in stores Participation in campaigns Integrate with social media & location based services Conversion

80. Challenges Advertising campaign & communication Trigger downloads Explain the concept Stimulate usage Organisational Conversion

81. A real example

82. Conversion

83. Conversion EARN MILES

84. Conversion http://www.youtube.com/watch?v=_gVReno7XCM

85. 4. Don’t forget Search

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