Our webinar on Mobile marketing for Automotive industry was a big hit. Several hundred of participants with many great questions. Mobile Marketing for Automotive industry is coming and it is time to get on board. iLoop Mobile will help you to get started.

1. Mobile Enabling the Automotive Industry
An overview of mobile marketing concepts,
strategies, tactics and technologies with
industry & iLoop Mobile case studies.
Prepared and presented by:
Michael Ahearn, VP Strategic Marketing
michael.ahearn@iloopmobile.com

2. About iLoop Mobile
• Leading technology and services making it fast
and easy to create, manage and analyze mobile
McDonalds: Enjoy one
marketing campaigns and content delivery FREE Small McCafe.
initiatives worldwide Code 34d83w
Exp.1/6/10
Help:mmcoupons.com
Opt-out: Reply
• Award winning iLoop Mobile Platform is a self- MCDONALD STOP
service SaaS solution with open APIs for creating
state-of-the-art SMS campaigns, mobile sites,
mobile coupons, mobile-enabled Web sites and
other mobile marketing initiatives
• Industry leader in mobile marketing strategy,
managed service campaign delivery and
professional services
• Customers include Fortune 500 brands, agencies,
media companies, and other tier-one companies

3. Why Mobile Marketing for Automotive?
Marketing objectives mobile can achieve:
• Customer acquisition with database build • Improved customer service and
satisfaction
• Generate Web and dealer traffic
• Deliver highly contextual and
personalized messaging
• Consumer brand awareness
• Cross selling and up-selling
• Customer loyalty and trust with brand
affinity
• Lead generation and prospecting
• Customer retention
• Increased interactivity with
customers or audience
• Viral marketing/word of mouth
• Increased use of traditional
• Increase top line revenue
& Web marketing channels

4. What Mobile Marketing Brings to Automotive
Brand/Manufacturer Marketing
• Product awareness & new model launches
• Brand awareness and affinity
• Customer engagement & dialogue
• Lead generation/customer acquisition
• Dealer support
• Educate, especially after sales services
Dealer Marketing
• Drive dealership traffic
• Customer acquisition
• Drive sales of new and pre-owned vehicles
• Promote after sales services and sales
• Dealer loyalty and customer retention
• Improve and streamline customer service
Retail: Automotive Parts and Accessories
• Product information
• Retailer loyalty
• Promotions to increase top line revenue
• Segmented messaging with CRM integration
• Location based messaging

5. Mobile Phone Capabilities Use
156M (67%) 87M (37%) 72M (31%) 234M (100%) 22M (9%) 63M (27%) 93M (40%) 77M (33%)
Voice Video
Comscore Nov. 2010
234M
Comscore Q3 2010. 234m is number of people in US 13 or older who used mobile devices.

6. Mobile By the Numbers
• 1 in 5 mobile of ALL mobile subscribers today use mobile automotive sites—nearly
50 million and growing exponentially
• 38% of car searches for a vehicle are done from mobile phones
• 23% of all auto shoppers use mobile during car buying process*
• 40% of mobile searches occur when customer is on the dealer lot*
• Manufacturer sites are the most frequently accessed sites, followed by dealers
• Consumers equally interested in upper funnel (vehicle reviews, images,
comparisons) and lower funnel (pricing, dealer locations) information on mobile
devices
• 20% of vehicle shoppers who use mobile devices in shopping process indicate they
have downloaded a mobile app…a majority of these mobile app users prefer to
obtain shopping info from mobile sites rather than apps
J.D. Power & Associates October 2010 Automotive Internet Roundtable
*ChannelNet January 2011

7. The Impact of the Smart Phone
US smart phone penetration Dec. 2010: 27%
EU smart phone penetration Dec. 2010: 31%
Looking Ahead to Q3 2011 Estimates:
Mobile Subscribers: 300M+
30% Smartphone User Base: 150M
Mobile Internet Users: 120M
Mobile Video Viewers: 90M
US SMART PHONE PENETRATION Neilsen Nov. 2009
FEB. 2011
50%
Comscore Feb. 2011
BY END OF 2011…

8. The Impact of the Smart Phone
• 25% of smart phone users (iPhone, Android) users plan to buy a car in the next
year
• 78% of these people will use their mobile device as part of the buying process
• The proportion of smart phone users planning to buy a car is 3 times that of the
general US adult population
• 48% use their phones for doing initial research on a purchase
• 44% use their phones for price comparison on the lot
• 32% to find a dealership
• 23% for contacting dealerships or sellers
• Mobile ad networks saw 2-6 times increase in spend for mobile advertising
(Greystripe & Millennial Media)
“Touch-based, rich media and campaigns and customer mobile apps will be the
biggest trend in automobile marketing in 2011 and 2012”
—Dane Holewinski, Director of Marketing Hyundai
Greystripe Mobile User Study 3 month period ending 2/15/11

9. The Mobile Channels
• SMS
• MMS: advantage of unlimited text + rich media (video, images, audio)
• Mobile Internet
• Apps: interactive brand/product environments
• Mobile Coupons & Promotions with POS redemption integration
• Location Aware Service (LBS)
• UPC/2D barcodes and picture recognition

10. SMS/MMS
9

11. SMS Promotion Campaigns
• SMS/MMS Sweepstakes, Poll, Quiz, Vote etc.
• Keyword + Short Code call to action integrated into
all traditional and digital media
Mazda 40th Year in NA Promotion
• Objectives: Engage/dialogue with customers, build
database, drive traffic (web or dealer), drive new
revenue (new and existing customers), promote
after sales service
• Mobile sweeps entry to drive traffic to Web site: Text MAZDA to 62932
for chance to win eco-adventure trip to Ecuador
• Promoted on print (service reminders, aisle back posters, direct mail)
• SMS provided unique PIN codes to be entered at web site to drive
traffic to target Web content on dealership services and increase
service loyalty
• Registering PIN also offered coupon on services work
• Results: Traffic to dealer service sites and work orders are up
• 65,000 entries into the Mazda contest

12. Customer Acquisition & Mobile Messaging
• Web/Mobile Web Opt-in:
Get more data than
keyword based opt-in
• Web offers user selectable
content
• Web: All preference and
profile data is captured for
CRM database build,
analysis, targeted
messaging, and use in
other marketing channels
(email, print, direct
marketing etc.)
Web Opt-in with Data Capture
Mobile Site Opt-in

13. SMS: Customer Service Alerts & Coupons
• 9 different service
reminders
• 4 different coupons
• Alert opt-in for
continued
promotional
messaging

14. Full Cycle Mobile Coupon Redemption
1
6 2
SF BMW: 15% off all
major service checks
this week, ends 4/31/11.
Txt STOP to stop.Txt
HELP 4 help. Msg &
Data Rates May Apply.
5 3
SONIN BMW
FREE BMW
TIRE CAPS
Free set of 4 custom
BMW tire caps with 4
brake repair over $100.
UPC/EAN or 2D
(QR, Matrix,
Microsoft etc.)

15. SMS for Dealership Customer Service
• Calterdon BMW dealership, Inverness, Scotland
• SMS for cost savings in customer service
• Reduced phone bills for bookings, updates and service reminders
• Increase in-store attention
• SMS customer service notifications less costly than voice
• Reduced cancellations
Reminders for:
• Pick up cars
• Courtesy messages after their car has been serviced
• Notification that parts are in stock
• Customers can send SMS messages for additional work while care is in shop

16. SMS Dynamic Messaging & CRM Integration
• Use CRM databases for dynamic
messaging—insert names, use profile
data and preferences to personalize
messaging and create rule sets that
increase relevance and conversion
• Integrate mobile campaigns with Hello John, San
Message
existing or external CRM databases, Francisco BMW invites components
data feeds and content management you to preview the 2011 sourced from
BMW 1 Series this existing CRM
systems Sunday. Txt STOP to database and
stop.Txt HELP 4 help. dynamically
Msg & Data Rates May integrated into
• Integrate with your existing reporting Apply. the message
systems—send data from the mobile
platform to external reports and view
reports in your reporting systems

17. Smart Messaging: Database Integration
“Everyone receives the same offer” mobile promos or
coupons can have unknown relevance when delivered.
• Smart Messaging integrates with data sources such
as news, weather, finance, CRM consumer profile,
inventory etc. instantly adding relevance
• Smart alerts can know:
! Who the customer is
! Where they are
! What’s happening around them
Daimler Autowerks
! When they want something
The heat wave
! Why they need or want it continues here in LA!
Keep your AC running
Advantages to Smart Messaging: smooth,10% off all AC
! Personalization and point-of-need relevance repair services or
increases participation coolant changes.
! Time and place relevance increases Exp.9/31/11
participation
! Contextually relevant messaging increases
acquisition, conversion and loyalty

18. Smart Messaging: Example User Flow
SMS Only Coupon:
Contextually relevant
coupon is delivered
based on keyword +
It’s a scorcher in Miami database to go skiing?
Ready referencing
Database today! Keep your AC with Lexus ski racks 25% off
unique redemption
running smooth,10% off code. week only. Code
this
Weather all AC repair services. 34r39r Exp. 10/31/11
Stock Market Code 46eyw Exp.
3.31/11
Location Look Up
Product Inventory
Past Consumer Purchases
Any Other Event or Data Sets
Consumer Profile Data
Contextually relevant coupon STORE + 10507
delivered based on keyword/ Sends coupon for cold
zip referenced against weather gear based on cold
Database receives weather database weather reading for zip code
62407 keyword opt-in and
Lexus 33128 Here’s something By Weather
delivers a message
special for you to
or coupon based on celebrate your birthday.
external events or Great deals on leases
information in the on our most luxurious
Miami
models. Code f5mt Exp.
database
5/31/11
By Consumer Profile Data
Messages sent based on stored
customer profile data with
Text opt-in for either single promo message unique redemption code.
or to opt-in to alert group e.g. “Text LEXUS
and your zip code to 12345”

19. Multimedia Messaging (MMS)
• Multimedia Messaging Service (MMS) is a rich
media messaging service that allows mobile
users to send and receive messages that can
include graphics, animations, slide shows,
photos, audio, video, and unlimited text (no
160 character SMS limit)
• It can it provide marketers with increased ad
effectiveness over SMS
• Unlike the Mobile Web, this media resides on
the user’s mobile phone
• Today, available on most mobile phones/
carriers but some handset/carrier support
variations which may require WAP offload
Barcode Coupons
Video & Rich Media Delivery

20. Location Based Services
• Location aware messaging for
single SMS offers or alert group/
subscription campaigns
• Geo-fencing for just in time SF Honda
messaging Come into the SF
Honda dealership on
• Choice of Cell ID/Sector ID or Market and S. Van
Ness for test drive of
Assisted GPS for best case new 2011 Prius.
position fixing using carrier cell
towers

21. 2D Codes for Information Delivery
• Lead customer to mobile site for information of any kind: vehicle specs, gas mileage,
safety, comparison of different models/brands
• Deliver rich media content, especially video, games and branded content
• Deliver promotional marketing e.g. coupons & promotions in other media

22. 2D Codes for Information Delivery
Ford ad in New York
Times Sept. 2010
• 2D codes can be promoted in any graphic based marketing
channel
• Option of SMS keyword & short code delivering link for
same information
• Note: NYT lifestyle content for brand affinity, not dry auto
specs or standard auto marketing content

23. Mobile Internet & Apps
22

24. Mobile Internet: The “Early Days” Circa 2008
• Banner ads on mobile portals such as
cars.mobi, MSN.mobi, Yahoo Mobile and the
Admob ad network to generate traffic
• 30 million ad impressions across the mobile
Internet, 140,000 new unique visitors to the
Jaguar XF mobile site. (Nov 07-May08)
• Target audience: male, 35 to 54 years old,
and with a high level of household income
• 12,000 videos downloaded
• 18,000 wallpapers downloaded
• For users who visited beyond the home page,
the average dwell time was 2 minutes
• 1.2% requested an email brochure by
entering email into the WAP site
• 2.6% located their nearest dealer to arrange
a test drive

25. Mobile Internet: 2010
• Jaguar Australia
• Banners ran in mobile sites for The
Australian, News.com, Cnet,
ZDNet, business & finance sections
of carrier portals, other mobile ad
netoworks
• 19,000 display banner click thrus
• 4 percent turned into qualified leads
(700)
• Site includes SMS test drive
appointment and alert opt-in

26. Integrated Marketing: TV/SMS Alerts/Mobile Web
Experience the 2011
Jaguar XJ. Exclusive
360 tour, videos & more
at http://
www.jaguar.mobi/r/
Text JAGUAR ! T66080477DFC Data
rates may apply. To
to 524827! optout send STOP
National TV ad campaign
for 2011 Jaguar XJ
Drive a stunning new
Join the Jaguar Platinum Jaguar. Reply with your
Celebration. Test drive a ZIP code & your local
2011 Jaguar http:// Jaguar dealer will
www.jaguar.mobi/r/ contact you to arrange
T66042872400 or reply an exclusive test drive.
DRIVE + ZIP. Data rates To opt out send STOP
apply. Optout send STOP

27. iPad & iPhone Apps
Dealer Info & Pricing
Rich Media Delivery
iPhone App “iConfigurator”
Design Your Own Jaguar
Dealer Service Dept.

28. Click Through Experience with Display Ads

29. Scalable + Location Relevant Dealer Marketing
Mobile sites for local Lexus
dealerships. Auto-generation of
site pages for individual
dealerships via integration with
national Lexus content database.
• Site localized for the user by zip
code query–system then delivers
local dealer’s site built from
standardized template
• Individual dealer sites feature
content and information specific to
that dealership from data feeds
(used car inventory etc.)
• Content includes new model info,
pre-owned inventory, directions
with map, specials, and service &
parts info
• Videos of Lexus models
• Click-to-call triggers call to
dealership
• Viral “tell-a-friend” site forwarding

30. A Scalable Solution for National Dealer Networks

31. Auto Parts: Utility and Relevance is Key
Advance Auto Parts Mobile Site
• Store location
• DIY videos
• Step-by-step instructions for
customer support in-store for
specific activities
• Barcode coupons (POS code entry
with roadmap to scanner
redemption)

32. Smart Phone Apps
Aston Martin “Explore”
iPhone App 2010
• Start app with in-car ignition
sequence
• Rev engine with accelerator
• Judge the speed of your own car
with speedometer
• Engine sounds of V12 & V8
• Tour of headquarters
• Rev James Bonds’ car of choice the
DBS using the accelerator
• Brand emphasizes the viral
“shareability” of the environment
with social network tie-in
• Great demographic match for target
audience

33. Phone App Evolution
Aston Martin “Experience”
iPhone App 2011
• Uses phone’s GPS to discover the
nearest roads and destinations
• Exclusive content “product leaks”
• Explore exotic road courses
• City guide of 40 cities with exotic
places (bars, restaurants) that
associate with Aston Martin lifestyle
• Uses telemetry using the iPhone’s
accelerometer and gyroscope to
display the G force placed on the
vehicle
• $5.99 to download…”premium
brand reinforcement”

34. More Than a Game: Immersive Brand Environments
VW GTI Race to Win
iPhone App 2010
• New GTI launched with state-of-
the-art racing game totally
branded VW GTI…all cars in
game are GTIs
• Product info
• Post scores and replays could be
posted on YouTube
• Dealer lookup and info
RESULTS
• #1 app in 36 countries
• 6M downloads
• 81% increase in sales leads at
dealers
• 80% increase in test drives
• 86% increase in quote requests
• Executed at 3% of normal launch
budget
• No paid media for promotion:
social, viral, live events and PR
powered promotion

35. Industry Resources
Industry Portals
! Mobile Marketing Resource Center (open community) www.mobilemarketingresources.net
! Mobile Marketer: www.mobilemarketer.com
! Mobile Commerce Daily: www.mobilecommercedaily
! Mobile Thinking: www.mobithinking.com
Trade Associations & Industry Enablers
! Mobile Marketing Association: www.mmaglobal.com
! Direct Marketing Association: Mobile Marketing Council http://www.the-dma.org/segment/mobile
! US Short Codes Administration www.usshortcodes.com

36. Thank You
GO MOBILE!
Visit www.iloopmobile.com to learn how we can help you mobile
enhance your marketing.
Contact sales@iloopmobile.com (408) 907-3360 and we’ll help you
get started.
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