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Mobile Marketing proposal for The Coffee Bean & Tea Leaf
This document proposes a mobile marketing strategy for The Coffee Bean & Tea Leaf. It recommends SMS marketing to drive awareness, sales, and loyalty program signups. It also recommends mobile display advertising focusing on tablets and apps like games and maps. Further, it stresses the importance of optimizing the website for mobile to ensure a good user experience when users click on mobile ads. The strategy aims to mobilize the business to take advantage of the growing mobile channel.
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Mobile Marketing proposal for The Coffee Bean & Tea Leaf
- 1. The Coffee Bean & Tea Leaf Big Time Digital Agency IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final Request For Proposal SUMMER 2012
- 2. Table of contents What is and why to use mobile marketing/advertising? Why include mobile in Coffee Bean & Tea Leaf’s marketing mix? Recommendations for a mobile and marketing and advertising strategy SMS Mobile display media Mobile web & Commerce IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
- 3. 1-What is andwhy to use mobile marketing and advertising? Mobile Marketing is a set of practices that enables organizations to communicate an engage with their audience in an interactive and relevant manner through any mobile device. Examples: Mobile sites, Apps, SMS, MMS, QR codes, Near Field Communication, Display Advertising, Augmented Reality, Geofencing, Rich Media, M-Commerce… IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
- 4. Current Landscape IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
- 5. The importance ofMobile: in a few years mobile users taking over desktop users IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
- 6. US Market Mobileshort term trends: -All figures will double by 2014: devices, users, spending… -The faster you get in, the better you will perform. IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
- 7. 2- Why includemobile in Coffee Bean & Tea Leaf’s marketing mix? Mobile is the current trend into the new marketing. Some of the Mobile Strengths an advantages for a business that already runs all other marketing tools are: - Personal - Always turned on - Always with you You can reach your current or potential customer anytime, directly (with no intermediaries) and wherever you are. IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
- 8. 2- Why includemobile in Coffee Bean & Tea Leaf’s marketing mix? Mobile is best used Integrated with other media. Coffee Bean & Tea Leaf is already running TV commercials, print materials, e- commerce website and social media marketing. IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
- 9. 2- Why includemobile in Coffee Bean & Tea Leaf’s marketing mix? Mobile Marketing enhance the marketing mix and help achieving Brand Objectives. Some examples that can be used to achieve brands objectives within mobile: Drive sales/in-store traffic: sms, m-commerce, NFC coupons, geo-fencing, location based offers… Brand Awareness: QR codes, mobile Adds, display advertising, rich media… Help drive sign-ups to a Loyalty Program: IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
- 10. 2- Why includemobile in Coffee Bean & Tea Leaf’s marketing mix? Mobile marketing should meet next principles for the customer: - Relevancy - Incentive - Time saving vs time wasting IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
- 11. 2- Why includemobile in Coffee Bean & Tea Leaf’s marketing mix? Other mobile advantages: - Increasing Mobile Commerce (leverage already existing e-commerce) due to smartphones & tablets growth. - Improved Targeting/Location - Performance based pricing - Scale and reach - Measurement & analytics IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
- 12. 2- Why includemobile in Coffee Bean & Tea Leaf’s marketing mix? According to eMarketer, Smartphone shoppers are increasing faster than Mobile Shoppers. An early positioning in mobile space and adapting our business to mobile space can guarantee success and better know how regarding the competence. Mobile commerce sales are rocketing. IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
- 13. 3- Recommendations fora mobile & marketing and advertising strategy Since the most used Mobile Marketing tactics are SMS, QR codes, Apps, Display ads, Mobile videos and Mobile coupons so far, we are going to discuss about and recommend some of them for our strategy IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
- 14. 3- Recommendations fora mobile & marketing and advertising strategy SMS: - Personal and Exclusive - High open rate. - Low cost, wide reach. - Immediate impact on customer - Reliable tracking - Up to 45% campaign response rates: higher than email, direct mail or telemarketing IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
- 15. 3- Recommendations fora mobile & marketing and advertising strategy SMS promotion: TEXT CBEAN TO CBEAN1 (22326) Welcome to Coffee In store prints Bean! U will receive the latest offers right on ur Window decals phone. 4msgs/month. Msg&data rates may Cups apply. Text STOP to cancel Sugar envelopes Sales receipts TEXT CBEAN TO CBEAN2 (22326) Tv spots TEXT CBEAN3 TO CBEAN3 (22326) Website Display adds IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
- 16. 3- Recommendations fora mobile & marketing and advertising strategy SMS fulfills most of the Brand’s objectives: Sign ups for Loyalty Program Brand awareness Drive sales Getting Conversions through Purchases Visits CTR IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
- 17. 3- Recommendations fora mobile & marketing and advertising strategy Mobile Display Media types: Mobile advertising is one to two times more effective than online advertising on average, according to Insight Express. IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
- 18. 3- Recommendations fora mobile & marketing and advertising strategy Mobile Display Advertising Where to advertise? According to people’s mobile usage, we recommend to advertise mostly in games, weather or map apps. IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
- 19. 3- Recommendations fora mobile & marketing and advertising strategy Mobile Display Advertising When it comes to mobile devices, some of them get better CTR. We will focus on tablets. IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
- 20. 3- Recommendations fora mobile & marketing and advertising strategy Mobile Display Advertising When clicking on advertisement and redirecting to a non mobile optimized web, is no sense. A mobile non friendly website might be horrible to browse: all our effort on advertising can be wasted if the website is not ready to be visited from a mobile device. IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
- 21. 3- Recommendations fora mobile & marketing and advertising strategy MOBILE DISPLAY ADVERTISING Non mobile optimized website: The Coffee Bean & Tea Leaf IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
- 22. 3- Recommendations fora mobile & marketing and advertising strategy Competitor’s Mobile optimized website: STARBUCKS IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
- 23. 3- Recommendations fora mobile & marketing and advertising strategy Mobile Display Advertising Call to action: “Click to mobile site” Achieved objectives for the brand: Brand awareness Drive online sales IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
- 24. SUMMARY Mobile Web &Commerce If you are not in the mobile space these days you are leaving money on the table, IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
- 25. SUMMARY Mobilize your business IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final
- 26. THE END IVON BASTERRECHEA NYU SPCS-Mobile Marketing Final