This document discusses the innovation of multi-media messaging and engagement focused content. It describes how businesses can now send pictures, videos and longer text messages to customers through their phones. This allows for more creative advertising like games and interactive content. The document also shows how multi-media messaging has grown significantly as smart phone ownership has increased. Examples are given of how businesses in different industries have successfully used these new messaging options to gain more customers and increase sales.

1. The Innovation of Multi Media
Messaging and Engagement-
Focused Content
By: Ian Ross and Nate Ethen

2. Introduction
• Multi Media Messaging
– Sending options
• Pictures
• Videos
• Over 160 Character Text
• Pictures
– Featured dish
– Specials
– Coupons
– New Menu Items

3. Introduction
• Videos
– TV Advertisements
– Chef Preparing The Food
– Walking threw new menu items
• Lengthy Messages
– No longer limited
– Describe a dish
– List all the features for the day/week

4. Introduction
• Engagement-Focused Content
– Games
• Winning Discounts
– Applications
• Drop Down Advertisements
• Games
– Game is directly related to industry
– Play it, beat it, get a discount
• Applications
– Pop down adds

5. History
• SMS Messaging (Short Message Service)
– Provided short descriptions
– Told customers about discounts
– 71.1% use text messaging
• Social Media
– Facebook, Twitter

6. History/Growing Demand
• Phone Owners
Smart Phones
– June of 2012
• 107 million
– December of 2012
• 115.8 million
– December of 2013
• 137.5 million
– January 2016
• 192 million
Normal Cell Phones
– June 2012
• 234 million

7. History
• Application Downloads
– 1.4% Increase
• Music Listening
– 2.3% increase
• Game Playing
– .8% increase
• Social Media
– .8% increase

8. Reach
• Don’t need a smartphone
• Forwarding
– Not limited to regular clientele
– Potential to rapidly spread
• Large age groups

9. Scope/Potential Impacts
• Reach out to new customers
– Increase regular clientele
– Create new clientele
• Increase Sales

10. Case Example #1
• Rush Creek Golf Course
– Sent out pictures
• Of course
• Discounts
• Messages with deals
– Hopes to gain new members
• Outcome
– Large increase in members

11. Case Example #2
• Sandbarcafe
– Sent out emails to regular customers
• Asking for numbers for free admission
– First month
• Gained 1,500 numbers
– First 3 months
• Gained 4,500 numbers
– What they did right
• Had a data base of 10,000 numbers but re asked so
they didn’t annoy people who didn’t want to get texts

12. Applications
Restaurant
• Picture of a Coupon
– Send it to numbers in data base
– On the coupon state “must forward message to
receive the discount.” and “bring in picture of the
coupon.”
• This way new clientele has a potential of receiving it

13. Applications
Retail
• Send out a picture message of a bar code
– The bar code will also say a discount on it. “50%
0ff this item”
– The receiver of the message does not know what
the item is and they must redeem the bar code at
the counter to find out what the discount is for.
– This will bring the customer threw the doors.
• Making them shop for other things while they are in
the store

14. Business Worthy?
Smart phones and Ipads are now
outselling computers and laptops
More time being used browsing mobile
devices versus browsing on computers
Interview with Terri Heimerman, GM
David’s Chophouse.

15. Appvertising
• Tim Wandell says “Welcome to the World of
Appvertising.”
• Advertisements are becoming more engaging and
sometimes even entertaining
• Draws you in with vibrant colors and loud noises
(if your volume is on high)
• Puts user in control
• Has changed the world Marketplace to go Mobile
• Prime Example: http://mashable.com/2011/03/11/mobile-app-
advertising/

16. Keep Competitive Edge
• Watch Download Times (How long it takes to
download)
• Use Technology to the Fullest
• Always be able to identify biggest target
market

17. Potential
• Consumers purchase a variety of goods and
services on their mobile device.
• 29% have booked a hotel
• 24% have booked a rental car
• 24% have booked an airline ticket
• With this knowledge advertisers focusing on
mobile advertisement will be able to maximize
their revenue