The document discusses mobile marketing as a vital component of brand experience, emphasizing the importance of listening to client needs for successful outcomes. It provides case studies on mobile marketing goals for companies like Steve Madden, the University of Michigan, and ASA Midwest, illustrating strategies for customer acquisition, retention, and engagement. Key initiatives include targeted campaigns and mobile promotions that enhance customer interaction and loyalty while reducing advertisement costs.

2. Mobile is one small part of the brand experience.
Our success together will be based on my ability to
listen to your needs, discuss realistic ideas based on
my experience and assist you in executing. My clients
have succeeded because I listened first and discussed
mobile second.

3. 3 Common Mobile Marketing Goals &
Associated Case Studies
• Customer Acquisition (Steve Madden)
• Customer Retention (Uni. of Michigan)
• Enhance experience/Lower cost of
advertising (ASA Midwest)
“Lifetime value
of a customer
can increase if
positive
emotional
associations
with our brand
are created with
every interaction
that person has
with us.”
(Tony Hsieh, CEO
Zappos)

4. Retailer Summary:
Steve Madden is easily America's most
successful shoe designer. Considered
the fashion footwear mogul of the 21st
century, Madden has been responsible
for the design and marketing of the
companies trendsetting shoes for the
past two decades.
Madden's footwear vision is
continuously evolving.
Case Study: Steve Madden
Increase Sales Through Retailer Promotions
Stage 1 – Develop Subscriber Base:
Madd Money textNwin, Memorial Day coupons,
Independence week specials & multiple general
offers.
Stage 2- Working the Demographics:
Campaign planning and management, extensive
data mining around area codes, zip codes,
percent of coupons awarded and redeemed,
unique referral codes coordinated with
ecommerce team.
Average redemption rates of 16% and an on-
going brand engagement with brand loyal
consumers.
Article: ww.messagebuzz.com/newsletter/may2010.asp

5. Goal: Increase acceptance of offers
Objective: Enhance the prospective student
experience while visiting the campus and
reinforce those messages after returning home
with family & friends
Services: textNwin, scavenger hunt, local
restaurant coupon, acceptance video that could
easily be shared
Result: Full enrollment, positive, cutting edge
feedback from students and their experience.
Next Initiatives: Highlighting lifestyle in addition to
career with a voice broadcasting integration
Case Study: Uni. Of Michigan Medical School
(Sweepstakes/ Campus Info/ Mobile Video Acceptance)
Press Release: www.messagebuzz.com/press/press100415.asp

6. Case Study: ASA Midwest Tour
(Improve Engagement)
Company Summary:
ASA Midwest Tour, short race track
promoter with 14 major races in 7
different states. This cutting edge
company is in its 4th successful year
and touches 1.3 million loyal fans
each year.
Check it:
www.asamidwesttour.com
(Building brand through Facebook
and YouTube video segments,
populated by brand loyal fans.)
Result from Custom Campaign:
Ability to maintain an emotional appeal to
their loyal fan base long after the race and
reduce promotional costs by 30%.
Need: Improve engagement with fans pre
and during race and lower promotional
costs. Build a subscriber base through
use of text messaging txt-to-win
campaigns at 14 short race tracks
throughout the Midwest through mobile
phones.
Solution: stage 1 – frequent targeted radio
spots with text call-to-action, easy to
understand text-to-win initiatives
promoted at track by announcer.