Produced for Mutual Mobile for the 2011 Innotech conference, this presentation looks at gimmicks in mobile marketing and how companies can avoid corny mobile fumbles and instead deliver fun, value and results.

1. NO MORE
MOBILE
GIMMICKS
#mGimmick

2. AUGMENTED REALITY
BUNION REMOVAL
DOCTOR-FINDING
BUNION MAPPER
APP
FIND A’ DOC
Dr. Moron
3mi.
n over !
obble o ear you
Dr. Jokin
H
7mi. octor n
to a d

3. CAT LADY FLOSSER!
G IFY TORE
AMBOX S
YOUR BIG PING!
SHO P CARB LOVER CLEAN FREAK

4. These things are ridiculous...
but they are actually happening
1. The 3 types of mobile projects
2. How to do them right (or wrong)
3. A few steps to create mobile value

5. Technology cycles
Mainframe Mini Personal Internet Mobile
Computing Computing Computing Computing Computing
1960s 1970s 1980s 1990s 2000s
courtesy of Mary Meeker

6. The 3 Mobile Program Types
The Mobile Maturity Model

7. Type 1
Tick The Box

8. DQ Restaurant Finder
“
everyone has seen the Apple
commercials with the tagline, “There’s an
app for that!”
Well, we felt it was finally time to
launch our very own Dairy Queen
iPhone Application.
The user experience on the application
was intentionally simplified as
compared to the full DQ
website.

9. Type 1 Characteristics
• The boss asked you to, so you did it
• “Me too” initiative
• No long-term strategy
• Content scrapped from website
• Cheap!

10. What you need to know
Keep it up to date Avoid going custom Set expectations
3
22
150
75
2007
2008 0
2009
2010

11. Where is “Tick The Box” in the Maturity Model?

12. Type 2
The Gimmick

13. Klondike Unfoiled Gummie Mug

14. Type 2 Characteristics
• Innovative or cool, but not
necessarily useful or thought out
• Short-lived with large initial interest
• Capitalizes on trends *

15. *
But gimmicks aren’t always bad...
As long as you know why you’re doing them

16. Over a 1 year period, here are these apps’ rankings

17. Gummie Mug has 5x the search results of Klondike

18. The objective of these apps wasn’t to
accomplish a purchase, it was to raise
awareness

19. If gimmick = True, at least do it well
Don’t make users do Make something I Invest in design
ridiculous things. want to share

20. Mobile PSA
The days of putting your app in the app store
and having it be an instant hit are over.
CTAs on web Email In-store
Training Videos PR Push
Mobile ads
Your Marketing Plan:
Highly Coordinated
Drafted WAY in advance of launch

21. Where is “The Gimmick” in the Maturity Model?

22. Type 3
The Product

23. Chase Bank Sephora to Go

24. Type 3 Characteristics
• Long-term investment
• Requires long-term support
• Concrete metrics for success
• Extension or creation of new product
or service
*

25. *
Just because it’s a product doesn’t
mean it has to be boring
gimmick + product = success

26. Pizza Hut took their core service and made it fun via gimmicks

27. Mobile is huge for Intuit, the company
behind TurboTax.
With SnapTax they extended their
service and had a slew of coverage that
cemented their place in mobile.

28. Where is “The Product” in the Maturity Model?

29. Now What?
5 Steps to Create Value

30. 1. Broaden your horizons...
Workforce Enablement Inventory Management Point of Sale Business Intelligence
Sales Training Marketing Security

31. 2. Gather Requirements
Give all departments an index card to
answer “list a way mobile could better
your role”
An app
Not all ideas will be good, or to help
feasible network
Focus on opportunity, not technology
to
tore duct
n-s pro
s i he
ad e t
iP at
on str
em

32. 3. Set objectives
Everything+ kitchen sink

33. 4. Calculate cost of ownership
Development Maintenance Hosting Marketing
Hardware Content/API Updates Licensing

34. 5. Don’t let technology
get in the way of
objectives

35. Mobile PSA
Stop the QRaziness
It doesn’t get good results
Most marketers don’t use it right

36. Sam Gaddis, CMO
mutualmobile.com
Twitter: @mutualmobile
Sam Gaddis
bit.ly/mGimmicks