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Vibes: The ABCs of Google Wallet and Apple's Passbook

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Before you launch your next (or first) mobile wallet campaign, let our Mobile Wallet experts here at Vibes teach you everything you need to know about Google Wallet and Apple's Passbook. You will learn: activation ideas, how to leverage Beacon technology, creative calls-to-action, design tips and the checklist every marketer needs before they launch.

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ABCs of Passbook and Google Wallet Activation Tips, Beacons & Creative Design Tips FEBRUARY 6, 2014! Julie Novack, SVP, Mobile Solutions, Vibes Mark Tack, VP of Marketing, Vibes #MobileWallet! @JulieRothNovack! @MarkTack!
Discussion topics! About mobile wallet marketing ABCs of Passbook and Google Wallet Mobile wallet checklist ©2014 Vibes All rights reserved. Confidential 2
Discussion topics! About mobile wallet marketing ABCs of Passbook and Google Wallet Mobile wallet checklist ©2014 Vibes All rights reserved. Confidential 3
Mobile wallet marketing: a new frontier! 4 Mobile marketing ! mobile database Mobile service! mobile payments service alerts targeting & segmentation loyalty program activation SMS QR codes sponsoredtext mobile web experiences m-commerce apps Mobile ! experiences! ©2014 Vibes All rights reserved. Confidential MMS push notification mobile wallet! marketing! service apps mobile alerts rich media ads mobile display ads Mobile advertising! Mobile media buys
No words needed to explain the value to the consumer!! ©2014 Vibes All rights reserved. Confidential 5
Passbook launched mobile wallet marketing movement! §  Apple started the non-payment movement in Sept 2012 with Passbook §  Google Wallet launched their non-payment solution a year later in Sept 2013 §  Both solutions allow users to save and organize: -  Offers and coupons -  Loyalty cards -  Rewards certificates ©2014 Vibes All rights reserved. Confidential 6
How do you get it?! Apple Passbook: Native ©2014 Vibes All rights reserved. Confidential 7 Google Wallet: Download
Benefits of mobile wallet ! For the Consumer! 8 For the Marketer! §  Convenience §  Great way to drive foot traffic §  Timely reminders (expiring offers) §  Higher conversion vs mobile web coupon §  Location triggers §  Ability to update content and offers §  Low cost location-based marketing ©2014 Vibes All rights reserved. Confidential
Mobile Wallet Impact! Are people using it?! On average, 70% of consumers will save a Passbook offer to their phone when presented with a pass. ©2014 Vibes All rights reserved. Confidential 9 Does it work?! 64% higher conversion rate over static mobile web coupons 26% increase in AOV over static mobile web offers Does wallet lift email conversion?! When email is activated with Mobile Wallet – 8% increase in conversion !
Love Connections Campaign
Gap delivered “love notes” to surprise and delight customers over the holidays with spas across the country and Southwest Airlines! ©2014 Vibes All rights reserved. Confidential 11
After texting “Love” -- a very special plaid shirt responds ! Google Wallet ©2014 Vibes All rights reserved. Confidential 12
Gap offered an wallet experience for all smartphones! Apple Passbook ©2014 Vibes All rights reserved. Confidential 13
Seeing is believing…try it out!! 14 Text STYLE to 84237! Google Wallet ©2014 Vibes All rights reserved. Confidential Apple Passbook Mobile Web Fallback
Discussion topics! About mobile wallet marketing ABCs of Passbook and Google Wallet Mobile wallet checklist ©2014 Vibes All rights reserved. Confidential 15
Building blocks of success! A! Activation Strategy B! iBeacons & Location C! Creative Tips D! Distribution E! Engagement ©2014 Vibes All rights reserved. Confidential 16
Building blocks of success! A! Activation Strategy B! iBeacons & Location C! Creative Tips D! Distribution E! Engagement ©2014 Vibes All rights reserved. Confidential 17
Developing your mobile wallet strategy: Getting started! §  What are you trying to accomplish? §  What is the use case for your wallet content? §  What do you want to measure? Offers & Incentives ©2014 Vibes All rights reserved. Confidential The Loyalty Card Event/VIP Passes 18
Think about how to layer in mobile wallet to your existing plan! 2014 Wallet Strategy Define mobile wallet objectives Establish KPIs/metrics Review existing campaigns Design integration plan Set up, execute and optimize ©2014 Vibes All rights reserved. Confidential 19
Building blocks of success! A! Activation Strategy B! iBeacons & Location C! Creative Tips D! Distribution E! Engagement ©2014 Vibes All rights reserved. Confidential 20
Passbook and Google Wallet are location-aware solutions! 21 §  When users enter a 100 meter radius, a reminder notification can be triggered §  Passbook offers up to 10 locations, Google Wallet is unlimited  Vibes ©2014 Vibes All rights reserved. Confidential
What are iBeacons?! 22 An iBeacon can be…! A small, wireless device that broadcasts tiny radio signals to smartphones ©2014 Vibes All rights reserved. Confidential OR! You can turn your iPhone or iPad into an iBeacon
iBeacons + Passbook – the next wave of shopper engagement! iBeacon ©2014 Vibes All rights reserved. Confidential 23
Building blocks of success! A! Activation Strategy B! iBeacons & Location C! Creative Tips D! Distribution E! Engagement ©2014 Vibes All rights reserved. Confidential 24
Similar content, different look! Google Wallet ©2014 Vibes All rights reserved. Confidential 25 Apple’s Passbook
Google Wallet
Google Wallet offer template! §  27 Defined sections allow for scrolling and unlimited content Include retailer name and offer! Make sure logo is sized appropriately! Personalize the offer! Keep details concise – 
 2-3 sentences! Keep terms consistent across 
 all wallet types! ©2014 Vibes All rights reserved. Confidential
Google Wallet loyalty card template! §  28 Loyalty template is similar to offers Include retailer name and offer! Make sure logo is sized appropriately! Assign a unique barcode ID to track redemption! Include store information and hours! Put important information like exclusive offers in the “Messages” field! Place information about the loyalty program at the end! ©2014 Vibes All rights reserved. Confidential
Apple’s Passbook
Passbook offer! §  30 Flexible front and back template design Logo should be in header image! Designed strip image is ideal! Deliver lock screen notifications to consumers! Assign labels for name and expiration date ! Assign a unique barcode ID to track redemption! Include information like: ! •  Location of 
 favorite store! •  Phone number! •  Store hours! Terms and conditions located beneath all company information! ©2014 Vibes All rights reserved. Confidential
Passbook loyalty card! §  31 Personalize with name, points, and even colors for loyalty tiers Keep loyalty balance above the fold for easy viewing! Deliver lock screen notifications to consumers! Dedicate label value to showcase loyalty program join date! Feature unique loyalty ID beneath barcode! Include information like: ! •  Location of 
 favorite store! •  Phone number! •  Store hours! Terms and conditions located beneath all company information! ©2014 Vibes All rights reserved. Confidential
Mobile Web Fallback
Mobile Web landing page design! §  To save time, leverage design from Passbook template Reuse Passbook strip image for consistent branding experience ! Include a barcode! ©2014 Vibes All rights reserved. Confidential 33
Wallet Manager makes it easy to manage content across both! Google Wallet! ©2014 Vibes All rights reserved. Confidential Apple’s Passbook! 34
Building blocks of success! A! Activation Strategy B! iBeacons & Location C! Creative Tips D! Distribution E! Engagement ©2014 Vibes All rights reserved. Confidential 35
Mobile wallet content can be distributed across many channels! Use multiple channels to distribute wallet content! Social Email Text Direct mail Apps / Push Mobile Ads ©2014 Vibes All rights reserved. Confidential Web 36
Email and text are preferred methods ! 37 Preferred method for receiving mobile wallet content 11% 20% Text message from the retailer 46% Email Base: Total n=1,000 Source: Vibes 2013 mobile consumer survey – July 2013 ©2014 Vibes All rights reserved. Confidential 19% App from the retailer Direct mail 4% Mobile banner advertisement
Email is one of the easiest channels to activate with wallet! 38 Mobile email Desktop email ©2014 Vibes All rights reserved. Confidential
For text, leverage device-aware, trackable, shortened URL ! 39 Apple Passbook Google Wallet Other ©2014 Vibes All rights reserved. Confidential
Building blocks of success! A! Activation Strategy B! iBeacons & Location C! Creative Tips D! Distribution E! Engagement ©2014 Vibes All rights reserved. Confidential 40
Mobile wallets offer “push like” notifications to engage users! App Push Notification ©2014 Vibes All rights reserved. Confidential 41 Mobile Wallet Notification
Google Wallet notifications! Google Wallet §  Notifications sent when: -  Enter geo-fence or -  Expiration date near ©2014 Vibes All rights reserved. Confidential 42
Passbook notifications! Apple’s Passbook §  Passbook gives the marketer an option to trigger notifications when content changes §  The message is controlled by the pass creator §  Notifications sent to lock screen ©2014 Vibes All rights reserved. Confidential 43
We shared a lot of information today!! A! Activation Strategy B! iBeacons & Location C! Creative Tips D! Distribution E! Engagement ©2014 Vibes All rights reserved. Confidential 44
Here is our recap of the most important points…! About mobile wallet marketing ABCs of Passbook and Google Wallet Mobile wallet checklist ©2014 Vibes All rights reserved. Confidential 45
Mobile wallet activation checklist! Determine wallet use cases for your business Follow design best practices for each wallet type Promote your mobile wallet content through multiple channels – email and SMS for starters Leverage location-based triggers to drive engagement Deliver an experience for all smartphones AND Think holistically about mobile wallet… ©2014 Vibes All rights reserved. Confidential 46
Think holistically: creating the content is just the beginning! 1. Create! 5. Optimize! 4. Measure! ©2014 Vibes All rights reserved. Confidential 2. Distribute! 3. Manage! 47
Get the Mobile Wallet Handbook! www.vibes.com/handbook ©2014 Vibes All rights reserved. Confidential 48
ABCs of Passbook and Google Wallet Activation Tips, Beacons & Creative Design Tips FEBRUARY 6, 2014! Julie Novack, SVP, Mobile Solutions, Vibes Mark Tack, VP of Marketing, Vibes #MobileWallet! @JulieRothNovack! @MarkTack!

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Vibes: The ABCs of Google Wallet and Apple's Passbook

  • 1. ABCs of Passbook and Google Wallet Activation Tips, Beacons & Creative Design Tips FEBRUARY 6, 2014! Julie Novack, SVP, Mobile Solutions, Vibes Mark Tack, VP of Marketing, Vibes #MobileWallet! @JulieRothNovack! @MarkTack!
  • 2. Discussion topics! About mobile wallet marketing ABCs of Passbook and Google Wallet Mobile wallet checklist ©2014 Vibes All rights reserved. Confidential 2
  • 3. Discussion topics! About mobile wallet marketing ABCs of Passbook and Google Wallet Mobile wallet checklist ©2014 Vibes All rights reserved. Confidential 3
  • 4. Mobile wallet marketing: a new frontier! 4 Mobile marketing ! mobile database Mobile service! mobile payments service alerts targeting & segmentation loyalty program activation SMS QR codes sponsoredtext mobile web experiences m-commerce apps Mobile ! experiences! ©2014 Vibes All rights reserved. Confidential MMS push notification mobile wallet! marketing! service apps mobile alerts rich media ads mobile display ads Mobile advertising! Mobile media buys
  • 5. No words needed to explain the value to the consumer!! ©2014 Vibes All rights reserved. Confidential 5
  • 6. Passbook launched mobile wallet marketing movement! §  Apple started the non-payment movement in Sept 2012 with Passbook §  Google Wallet launched their non-payment solution a year later in Sept 2013 §  Both solutions allow users to save and organize: -  Offers and coupons -  Loyalty cards -  Rewards certificates ©2014 Vibes All rights reserved. Confidential 6
  • 7. How do you get it?! Apple Passbook: Native ©2014 Vibes All rights reserved. Confidential 7 Google Wallet: Download
  • 8. Benefits of mobile wallet ! For the Consumer! 8 For the Marketer! §  Convenience §  Great way to drive foot traffic §  Timely reminders (expiring offers) §  Higher conversion vs mobile web coupon §  Location triggers §  Ability to update content and offers §  Low cost location-based marketing ©2014 Vibes All rights reserved. Confidential
  • 9. Mobile Wallet Impact! Are people using it?! On average, 70% of consumers will save a Passbook offer to their phone when presented with a pass. ©2014 Vibes All rights reserved. Confidential 9 Does it work?! 64% higher conversion rate over static mobile web coupons 26% increase in AOV over static mobile web offers Does wallet lift email conversion?! When email is activated with Mobile Wallet – 8% increase in conversion !
  • 11. Gap delivered “love notes” to surprise and delight customers over the holidays with spas across the country and Southwest Airlines! ©2014 Vibes All rights reserved. Confidential 11
  • 12. After texting “Love” -- a very special plaid shirt responds ! Google Wallet ©2014 Vibes All rights reserved. Confidential 12
  • 13. Gap offered an wallet experience for all smartphones! Apple Passbook ©2014 Vibes All rights reserved. Confidential 13
  • 14. Seeing is believing…try it out!! 14 Text STYLE to 84237! Google Wallet ©2014 Vibes All rights reserved. Confidential Apple Passbook Mobile Web Fallback
  • 15. Discussion topics! About mobile wallet marketing ABCs of Passbook and Google Wallet Mobile wallet checklist ©2014 Vibes All rights reserved. Confidential 15
  • 16. Building blocks of success! A! Activation Strategy B! iBeacons & Location C! Creative Tips D! Distribution E! Engagement ©2014 Vibes All rights reserved. Confidential 16
  • 17. Building blocks of success! A! Activation Strategy B! iBeacons & Location C! Creative Tips D! Distribution E! Engagement ©2014 Vibes All rights reserved. Confidential 17
  • 18. Developing your mobile wallet strategy: Getting started! §  What are you trying to accomplish? §  What is the use case for your wallet content? §  What do you want to measure? Offers & Incentives ©2014 Vibes All rights reserved. Confidential The Loyalty Card Event/VIP Passes 18
  • 19. Think about how to layer in mobile wallet to your existing plan! 2014 Wallet Strategy Define mobile wallet objectives Establish KPIs/metrics Review existing campaigns Design integration plan Set up, execute and optimize ©2014 Vibes All rights reserved. Confidential 19
  • 20. Building blocks of success! A! Activation Strategy B! iBeacons & Location C! Creative Tips D! Distribution E! Engagement ©2014 Vibes All rights reserved. Confidential 20
  • 21. Passbook and Google Wallet are location-aware solutions! 21 §  When users enter a 100 meter radius, a reminder notification can be triggered §  Passbook offers up to 10 locations, Google Wallet is unlimited  Vibes ©2014 Vibes All rights reserved. Confidential
  • 22. What are iBeacons?! 22 An iBeacon can be…! A small, wireless device that broadcasts tiny radio signals to smartphones ©2014 Vibes All rights reserved. Confidential OR! You can turn your iPhone or iPad into an iBeacon
  • 23. iBeacons + Passbook – the next wave of shopper engagement! iBeacon ©2014 Vibes All rights reserved. Confidential 23
  • 24. Building blocks of success! A! Activation Strategy B! iBeacons & Location C! Creative Tips D! Distribution E! Engagement ©2014 Vibes All rights reserved. Confidential 24
  • 25. Similar content, different look! Google Wallet ©2014 Vibes All rights reserved. Confidential 25 Apple’s Passbook
  • 27. Google Wallet offer template! §  27 Defined sections allow for scrolling and unlimited content Include retailer name and offer! Make sure logo is sized appropriately! Personalize the offer! Keep details concise – 
 2-3 sentences! Keep terms consistent across 
 all wallet types! ©2014 Vibes All rights reserved. Confidential
  • 28. Google Wallet loyalty card template! §  28 Loyalty template is similar to offers Include retailer name and offer! Make sure logo is sized appropriately! Assign a unique barcode ID to track redemption! Include store information and hours! Put important information like exclusive offers in the “Messages” field! Place information about the loyalty program at the end! ©2014 Vibes All rights reserved. Confidential
  • 30. Passbook offer! §  30 Flexible front and back template design Logo should be in header image! Designed strip image is ideal! Deliver lock screen notifications to consumers! Assign labels for name and expiration date ! Assign a unique barcode ID to track redemption! Include information like: ! •  Location of 
 favorite store! •  Phone number! •  Store hours! Terms and conditions located beneath all company information! ©2014 Vibes All rights reserved. Confidential
  • 31. Passbook loyalty card! §  31 Personalize with name, points, and even colors for loyalty tiers Keep loyalty balance above the fold for easy viewing! Deliver lock screen notifications to consumers! Dedicate label value to showcase loyalty program join date! Feature unique loyalty ID beneath barcode! Include information like: ! •  Location of 
 favorite store! •  Phone number! •  Store hours! Terms and conditions located beneath all company information! ©2014 Vibes All rights reserved. Confidential
  • 33. Mobile Web landing page design! §  To save time, leverage design from Passbook template Reuse Passbook strip image for consistent branding experience ! Include a barcode! ©2014 Vibes All rights reserved. Confidential 33
  • 34. Wallet Manager makes it easy to manage content across both! Google Wallet! ©2014 Vibes All rights reserved. Confidential Apple’s Passbook! 34
  • 35. Building blocks of success! A! Activation Strategy B! iBeacons & Location C! Creative Tips D! Distribution E! Engagement ©2014 Vibes All rights reserved. Confidential 35
  • 36. Mobile wallet content can be distributed across many channels! Use multiple channels to distribute wallet content! Social Email Text Direct mail Apps / Push Mobile Ads ©2014 Vibes All rights reserved. Confidential Web 36
  • 37. Email and text are preferred methods ! 37 Preferred method for receiving mobile wallet content 11% 20% Text message from the retailer 46% Email Base: Total n=1,000 Source: Vibes 2013 mobile consumer survey – July 2013 ©2014 Vibes All rights reserved. Confidential 19% App from the retailer Direct mail 4% Mobile banner advertisement
  • 38. Email is one of the easiest channels to activate with wallet! 38 Mobile email Desktop email ©2014 Vibes All rights reserved. Confidential
  • 39. For text, leverage device-aware, trackable, shortened URL ! 39 Apple Passbook Google Wallet Other ©2014 Vibes All rights reserved. Confidential
  • 40. Building blocks of success! A! Activation Strategy B! iBeacons & Location C! Creative Tips D! Distribution E! Engagement ©2014 Vibes All rights reserved. Confidential 40
  • 41. Mobile wallets offer “push like” notifications to engage users! App Push Notification ©2014 Vibes All rights reserved. Confidential 41 Mobile Wallet Notification
  • 42. Google Wallet notifications! Google Wallet §  Notifications sent when: -  Enter geo-fence or -  Expiration date near ©2014 Vibes All rights reserved. Confidential 42
  • 43. Passbook notifications! Apple’s Passbook §  Passbook gives the marketer an option to trigger notifications when content changes §  The message is controlled by the pass creator §  Notifications sent to lock screen ©2014 Vibes All rights reserved. Confidential 43
  • 44. We shared a lot of information today!! A! Activation Strategy B! iBeacons & Location C! Creative Tips D! Distribution E! Engagement ©2014 Vibes All rights reserved. Confidential 44
  • 45. Here is our recap of the most important points…! About mobile wallet marketing ABCs of Passbook and Google Wallet Mobile wallet checklist ©2014 Vibes All rights reserved. Confidential 45
  • 46. Mobile wallet activation checklist! Determine wallet use cases for your business Follow design best practices for each wallet type Promote your mobile wallet content through multiple channels – email and SMS for starters Leverage location-based triggers to drive engagement Deliver an experience for all smartphones AND Think holistically about mobile wallet… ©2014 Vibes All rights reserved. Confidential 46
  • 47. Think holistically: creating the content is just the beginning! 1. Create! 5. Optimize! 4. Measure! ©2014 Vibes All rights reserved. Confidential 2. Distribute! 3. Manage! 47
  • 48. Get the Mobile Wallet Handbook! www.vibes.com/handbook ©2014 Vibes All rights reserved. Confidential 48
  • 49. ABCs of Passbook and Google Wallet Activation Tips, Beacons & Creative Design Tips FEBRUARY 6, 2014! Julie Novack, SVP, Mobile Solutions, Vibes Mark Tack, VP of Marketing, Vibes #MobileWallet! @JulieRothNovack! @MarkTack!