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How to
Mobilize your Brand


                    May 2009
            tomas.zeman@wirenode.com
Mobile as 7th Mass Medium
1.   Print - late 1400s
2.   Recording - late 1800s
3.   Cinema - from about 1900
4.   Radio - from about 1910
5.   Television - from about 1950
6.   Internet - from about 1995
7.   Mobile - from about 2000
“Mobile is as different from the
 Internet, as television is from
             radio”.

                    Tomi Ahonen, author of
                        Digital Korea
How to make it work?
•   Relevancy
•   Respect citizen privacy
•   Asking permission
•   Knowing preference
•   Transparent offering
•   Easy of communication
Demographic data x   Digital footprint
•   man                  •   travels a lot
•   31                   •   drives Škoda
•   Prague               •   watch Lost
•   university degree    •   plays poker
•   entrepreneur         •   uses Palm Treo
                         •   reads Wired
1. Start collecting customer’s telephone
   numbers.
2. Gather more information about your
   customers.
3. Use the numbers to communicate
   with them.
Mobile Website

          Logo & Header
          Image
          Text
          Menu (links)
          Click to call
          Instant feedback
          more features …
… more Features
    “Gen–C” is used to – Discover, Create, Participate and Share



• Mobile Coupons
• Forwarding ability => “Sufficiently
  contagious“
• Quiz games for prices
• Mobile surveys
• Video download
Mobile Web

•   use m.yourbrand.com
•   use yourbrand.mobi
•   needs a purpose
•   simple navigation
•   … other technical restrictions

Some examples: table booking, opening hours, click to
  call, location with map and driving directions, special
  discounts.
Distribution
• Mobile search & catalogs
• Mobile advertisement on portals
  – 3% - 6% click CTR
• QR codes
• SMS to mobile website
“Send COKE to 9070903 to get more info about this product and have
  a chance to win in our quiz contest”

• MMS to mobile website
• Bluetooth
  – Untargeted spam
  – Not recommended
• Branded Games
  – iPhone phenomenon
  – App need a purpose: flight booking, cash
    machine compass
Take home message
• Mobile is the 7th mass medium

• Privacy - Permission – Preference

• Collect telephone numbers
Thank you!
For more information, please, contact:

Tomas Zeman
Tomas.Zeman@wirenode.com
Tel: +420 723 552 787


                                         Company Address:
                                             Wirenode s.r.o.
                                             Seifertova 9
                                             130 00 Prague 3
                                             Czech Republic

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Brand Mobilization

  • 1. How to Mobilize your Brand May 2009 tomas.zeman@wirenode.com
  • 2. Mobile as 7th Mass Medium 1. Print - late 1400s 2. Recording - late 1800s 3. Cinema - from about 1900 4. Radio - from about 1910 5. Television - from about 1950 6. Internet - from about 1995 7. Mobile - from about 2000
  • 3. “Mobile is as different from the Internet, as television is from radio”. Tomi Ahonen, author of Digital Korea
  • 4.
  • 5. How to make it work? • Relevancy • Respect citizen privacy • Asking permission • Knowing preference • Transparent offering • Easy of communication
  • 6. Demographic data x Digital footprint • man • travels a lot • 31 • drives Škoda • Prague • watch Lost • university degree • plays poker • entrepreneur • uses Palm Treo • reads Wired
  • 7. 1. Start collecting customer’s telephone numbers. 2. Gather more information about your customers. 3. Use the numbers to communicate with them.
  • 8. Mobile Website Logo & Header Image Text Menu (links) Click to call Instant feedback more features …
  • 9. … more Features “Gen–C” is used to – Discover, Create, Participate and Share • Mobile Coupons • Forwarding ability => “Sufficiently contagious“ • Quiz games for prices • Mobile surveys • Video download
  • 10. Mobile Web • use m.yourbrand.com • use yourbrand.mobi • needs a purpose • simple navigation • … other technical restrictions Some examples: table booking, opening hours, click to call, location with map and driving directions, special discounts.
  • 11. Distribution • Mobile search & catalogs • Mobile advertisement on portals – 3% - 6% click CTR • QR codes • SMS to mobile website “Send COKE to 9070903 to get more info about this product and have a chance to win in our quiz contest” • MMS to mobile website
  • 12. • Bluetooth – Untargeted spam – Not recommended • Branded Games – iPhone phenomenon – App need a purpose: flight booking, cash machine compass
  • 13. Take home message • Mobile is the 7th mass medium • Privacy - Permission – Preference • Collect telephone numbers
  • 14. Thank you! For more information, please, contact: Tomas Zeman Tomas.Zeman@wirenode.com Tel: +420 723 552 787 Company Address: Wirenode s.r.o. Seifertova 9 130 00 Prague 3 Czech Republic