This document discusses strategies for mobile marketing campaigns to drive target audiences to offline stores. It proposes using geo-targeted ads on both internet and mobile platforms to effectively reach consumers in different target markets. Advanced targeting technologies like geo-targeting, mobile device targeting, and content targeting are used to precisely reach audiences. Interactive ad formats like banners and rich media are proposed to engage audiences. Real-time optimization of ads is suggested to maximize ROI. The integrated use of internet and mobile media is said to provide effective 360 degree reach of target audiences.

1. 1
Effectively Drive Target Audiences to Offline Stores
Bauhinia Paints Sales Promotion
• Best Mobile Marketing Technology Provider, EnfoMedia
New Media Marketing Award 2010
• Best Creative Award, 2009-2010 iResearch Annual Brand
Marketing Award

2. 2
Objective Strategy
Strategy Recap
1. Improve awareness of
Bauhinia Paints among target
consumers
2. Improve offline sales in the
10 core target markets
Effective Reach
Content and geo-targeting
Advanced Technologies
Geo-targeted ads for each
different city/province to
effectively engage target
audiences
Interactive Creative
Track and reach target
audiences across Internet
and mobile platforms

3. 3
Internet +Mobile: Integrated Digital Media
Delivers Effective Reach
• Modern consumers are surrounded by different media, among which Internet and
mobile are the most important media touch points
• 360° reach target audiences with integrated Interent and mobile media
Office
Home
Commute
Home
Commute
to Work

4. 4
Henan
Presents at Store
Henan
Presents at Store
Zhejiang
Happy Lottery
Zhejiang
Happy Lottery
Jiangsu
Enjoy Shanghai Expo
Jiangsu
Enjoy Shanghai Expo
Closely Coordinates with Offline Promotion Plan
• Geo-targeted ads on both Internet and mobile to effectively reach consumers in
different target markets
• Coordinates with offline promotion plan to maximize ad effectiveness

5. 5
Internet: High Impact Interactive Ad Formats
• High impact rich media ad formats on Internet to effectively build awareness
• Geo-targeted ads with in-banner registration to maximize conversion rate

6. 6
Mobile: Geo-targeted Ads Most Effectively
Engage with Target Audiences
• Invite consumers to participate and share anywhere and anytime via mobile
• Consumers receive promotion SMS immediately after submitting registration to most
effectively attract target audiences to visit offline stores
1. Click to
enter
promotion
WAP site
2. See geo-targeted
promotion information and
acquire registrations
李先生 好您 ,
凭短信到上海地区
延安路 店门 可享受
xx 元 惠，并 得优 获
紫荆花装修宝典一
份（寄送）
3. Receive targeted
promotion SMS and
visit offline stores
Mail product
brochure
Promotion offers at
local stores
Identify users’ geo-locations
with IP addresses

7. 7
Integrated Campaign Effectively Improves
Conversion Rate
3~5 Times
Better
Internet Internet + Mobile

8. 8
Real-time Optimization Maximize ROI
• Track campaign effectiveness in real-time and continuously optimize media portfolio
and creative to maximize ad effectiveness
Optimize media and
creative as users'
interests falls in week 2
Week 1 Week 2 Week 3 Week 4

9. 9
Traditional Mobile Ads vs. AdChina Mobile Ad Network
Traditional AdChina
Ad
Formats
Media
Resources
Only text link
CPD Model
Advanced targeting:
Mobile device,
content and geo-
targeting
Only WAP sites
Consolidates leading
WAP sites and
APPs to reach over
200 million mobile
netizens
Banner and text link
Above the fold, large size
Highly attractive
Almost no
targeting
capability
Targeting
Technologies

10. 10
Volvo C30 Test Drive Recruit
Effectively Attract Target Audiences to Register

11. 11
Obejctive Strategy
Strategy Recap
• Improve awareness of
Volvo C30
• Attract target audiences to
register for C30 test drive
Effective Reach
Target smart phone users
to most precisely reach
target audiences
Advanced Technologies
Mobile banner ads most
effectively deliver ad
messages
Highly Attractive Ad Formats
Track and reach target
audiences via mobile platforms
• Men-skewed, Age of 25-45
• Businessmen and white
collars as core target group
Target Audience

12. 12
Content Targeting and Mobile Device Targeting
Most Effectively Reach Target Audiences
Content
Targeting
Mobile Device
Targeting
News
Finance
Sports
Fashion
Smart Phones
Broad Reach Precise Reach

13. 13
Mobile Banner Effectively Attract Target Audiences
to Register for Test Drive
3.Read event details
and register
4.Collect registration
data in real-time
1.Open an APP and
watch banner ad
2.Click on ad to visit
brand WAP site

14. 14
Effectively Reach Target Audiences
EX-S200 New Product Launch

15. 15
Background Strategy
Strategy Recap
Effective Reach
Frequency capping, real-
time optimization, and geo-
targeting to maximize ad
effectiveness
Advanced Technologies
5 high impact ad formats to
engage with target
audiences at the point of
contact
Interactive Ad Formats
Track and reach target
audiences across Internet
and mobile platforms
• Casio EX-S200 new product
launch
• Product feature: fashion &
slim, perfect quality, high
performance
• Improve brand awareness
with intensive brand
exposure
Objective
• Age of 23-35
• White collar women
Target Audience

16. 16
Internet +Mobile: Integrated Digital Media Delivers
Effective Reach
• Modern consumers are surrounded by different media, among which Internet and
mobile are the most important media touch points
• 360° reach target audiences with integrated Internet and mobile media
Office
Home
Commute
Home
Commute
to Work

17. 17
Internet: High Impact Interactive Ad Formats

18. 18
Mobile: Effectively Catch Audiences' Attention
• Mobile banner ad most effectively catch eyeballs and improve product awareness
• Click on ads to visit product site and get to know detailed product information
Visit product WAP site for
detailed information
Click on ad
Mobile APP
Banner
WAP Site
Banner
Click on ad

19. 19
Intel Starcraft II Campus Competition Campaign

20. 20
Objective Strategy
Strategy Recap
• Enhance awareness of Intel
Core i5 via mobile platform
• Invite target audiences to
participate and attract
persistent attention
Innovative Approach
Employ attractive ad
formats that effectively
engage target audience
• 18-25 year-old males
• College students
Target Audience
Precisely target end-users
with geo and mobile
device targeting
Advanced Technologies
Highly Attractive Ad Formats
Track and reach target
audience via mobile
platforms

21. 21
Advanced Targeting Technologies Ensure Precise
Audience Reach
• Mobile device and content targeting effectively target the mainstream college
demographic
• Geo-targeting technology precisely reach college students in event cities and attract
target audience participation for persistent involvement
Geo-targeting
Mobile Device Targeting
Content Targeting
Entertainment GameSNS
Beijing Shanghai Guangzhou Tianjin Shenzhen
Shenyang Hangzhou Chengdu Xi’an
College Students

22. 22
Eye-Catching Ad Formats Effectively Engage
Target Audiences
Read event details
and register on WAP
site to participate
Invite friends to
participate and incites
viral marketing effect
Open WAP site and
see banner ad
Click on ad to visit
event WAP site

23. 23
Bridge Mobile and PC Internet to 360° Reach
Target Audiences
Data-sharing
Competition progress
and news
Display Data
User Data
User Registrations
Friend Invitations
Mobile Campaign
WAP Site
Internet Campaign
Website
Content sharing between mobile WAP site and website provides
up-to-date data that ensures persistent user engagement