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.

1. The Coffee Bean
& Tea Leaf
Big Time
Digital Agency
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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
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NYU SPCS-Mobile Marketing Final

3. 1-What is and why 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…
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NYU SPCS-Mobile Marketing Final

4. Current Landscape
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NYU SPCS-Mobile Marketing Final

5. The importance of Mobile:
in a few years mobile users taking over
desktop users
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NYU SPCS-Mobile Marketing Final

6. US Market Mobile short term trends:
-All figures will double by 2014: devices, users,
spending…
-The faster you get in, the better you will perform.
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NYU SPCS-Mobile Marketing Final

7. 2- Why include mobile 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.
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NYU SPCS-Mobile Marketing Final

8. 2- Why include mobile 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.
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NYU SPCS-Mobile Marketing Final

9. 2- Why include mobile 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:
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10. 2- Why include mobile in Coffee
Bean & Tea Leaf’s marketing mix?
Mobile marketing should meet next
principles for the customer:
- Relevancy
- Incentive
- Time saving vs time wasting
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NYU SPCS-Mobile Marketing Final

11. 2- Why include mobile 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
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NYU SPCS-Mobile Marketing Final

12. 2- Why include mobile 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.
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NYU SPCS-Mobile Marketing Final

13. 3- Recommendations for a 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
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14. 3- Recommendations for a 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
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15. 3- Recommendations for a 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
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NYU SPCS-Mobile Marketing Final

16. 3- Recommendations for a 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
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NYU SPCS-Mobile Marketing Final

17. 3- Recommendations for a 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.
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NYU SPCS-Mobile Marketing Final

18. 3- Recommendations for a 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.
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NYU SPCS-Mobile Marketing Final

19. 3- Recommendations for a 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.
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NYU SPCS-Mobile Marketing Final

20. 3- Recommendations for a 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.
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NYU SPCS-Mobile Marketing Final

21. 3- Recommendations for a mobile &
marketing and advertising strategy
MOBILE DISPLAY ADVERTISING
Non mobile
optimized
website:
The Coffee
Bean & Tea
Leaf
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NYU SPCS-Mobile Marketing Final

22. 3- Recommendations for a mobile &
marketing and advertising strategy
Competitor’s Mobile optimized website: STARBUCKS
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23. 3- Recommendations for a 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
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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,
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25. SUMMARY
Mobilize your
business
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26. THE END
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