The document discusses how mobile marketing can be used in various industries like retail, restaurants, ice cream shops, classified advertising, and politics. It provides examples of mobile marketing campaigns run by companies like IKEA, Church's Chicken, Friendly's Ice Cream, car classified sites, and Barack Obama's 2008 presidential campaign. The key benefits of mobile marketing highlighted are its ability to capture customers immediately, engage customers through contests/surveys, and drive customers to stores or websites.

1. Mobile Marketing Powers Retail Vertical Opportunities

2. Message 1: Mobile Intro

3. Timely & Compelling Never Leave House without Three Critical Items WALLET/PURSE CELL PHONE KEYS

4. Defining Mobile Marketing Mobile marketing is permission-based interactive marketing via mobile phones. Mobile creates a rich multi-modal experience for the user, incorporating any combination of mobile media formats. pictures ringtones games video voice text fax wallpapers user email/www

5. Mobile Marketing - How it works… User sees call to action… Opts In… and immediately receives… Mobile Marketing leverages your marketing investment and helps you track its effectiveness. User responds to call-to-action, thus beginning a one-time or ongoing dialogue. Outdoor In Venue Television Interactive Print Valued content Ringtones Contests Coupons Ongoing Alerts Text-to-vote Text-to-screen Text-to-win Voice Campaigns CRM program

6. Campaign Content Formatted to Each Phone/Carrier Mobile Intelligent Content Server formats and transcodes campaign content to deliver the best experience for the user on each phone Carriers WAP PUSH New Picture Msg From: 67336 -------------------------- SMS New Text Message From: 67336 -------------------------- Drive away in this 2001 Ford Explorer Sport. Low miles! Great sound system! Beautiful interior. Asking $10,000. 2001 Ford Explorer Sport Low miles! Beautiful interior. Asking $10K. Click to Call Seller Intelligently-Formatted Content Intelligent Content Server Content MMS

7. Text is Still the Most Well-Adopted Technology

8. Message 2: Mobile Surveys

9. Mobile Surveys - How they work… Customer sees prompt… … Texts in to participate… Results are instantly captured… … Customer receives offer or is entered to win! Mobile Communicate. Involve. Mobilize. xxxxxxxx xxxxx $$ xxxxxx xxxxx $$ xxxxxx xxxxx $$ xxxx xxxxx $$ Total $$ Change Due $$ Your opinion matters! Text OPINION to 67336 to complete a brief survey about your experience and receive an instant mobile coupon. 10% OFF YOUR NEXT PURCHASE. EXP. 12/31 Limit 1 Per Customer NEW TEXT MESSAGE From: 67336 How satisfied are you with the service you received? Please reply back with A, B, or C. A) Very Satisfied B) Somewhat Satisfied C) Not Satisfied BACK REPLY

10. Mobile Surveys- Benefits over traditional survey options Immediate Capture customer opinions immediately after their experience Hassle-Free Track-able Unique Innovative Web-based surveys require “work” on the customer’s part People are lazy and may forget to log onto the website Thus, the only people that participate either have extreme and polarized views of their experience or are “contest hounds” Better than current solutions Simple to implement Easy to track results Eco-friendly solution that eliminates material cost Uniquely identifiable Eliminates multiple entries from the same person, reducing fraud and data tampering Potentially build an ongoing messaging list Fun & Exciting!! A unique approach to traditional surveys Encourages customer interaction

11. Message 3: Mobile Couponing

12. In-Store Provides Customer Lifecycle Management The Mobile In-Store system allows you to easily: Enter textual descriptions of products Upload up to three photos of the product for a more robust experience Upload a flyer that is available via email or FAX Chart inquiry activity Drill-down for specific product activity Maps show geographic response Full phone number reporting Send offers to all inquirers or only those that viewed certain products Rules-based engine allows for simple messaging to specific consumer segments Update Product Information Track Results Send Follow-Up Offers

13. CRM/Couponing: Mobile has a coupon redemption approach to fit your needs Ease of Implementation Trackability and business process integration Simple “Show your Phone” Widgit ® Cellit Scanit ® POS integration via API No integration Coupons marked as “redeemed” at a coupon level No per-user tracking Integrates with any Windows-based POS Tracks redemptions at user level Simple to integrate Provides engaging/ interactive experience for customer Prints paper coupons for simple tracking at the register Custom configuration to fully integrate with business processes Total redemption tracking and message launching via POS terminal

14. Mobile Makes Mobile Coupons a Reality for IKEA About the Project Mobile to enable scanable mobile coupons at the IKEA Seattle store. Coupons are being sent to participants of IKEA Seattle’s other mobile programs just in time for the holiday season.

15. Church’s Builds Product Awareness through Mobile Results From a limited regional campaign, hundreds of consumers requested the coupon each week, generating “buzz” for the new product and increasing product adoption. Church’s Chicken was looking to increase brand awareness and first-time purchases of their new Honey BBQ and Buffalo Boneless Wings. Cellit worked with Carat (advertising firm) and Church’s to develop a coupon redeemable in the Atlanta, Georgia area. Users simply text “CRUNCHY” to 30364 to instantly receive $1 off a Boneless Wing Combo. About the Project New Honey BBQ and Buffalo Boneless Wings. Show this msg at Churchs Chicken to save $1 off Boneless Wing Combo. Exp7/22. valid one per customer per visit

16. Friendly’s “Screams for Ice Cream” with Mobile Friendly’s iScream promotion has users submitting their own pictures & videos of how much they like Friendly’s ice cream. Users can then visit iScreamFriendlys.com to view the photos & videos, vote on their favorites to get coupons & win prizes! About the Project Results • The campaign received almost 11,000 mobile respondents or +275% over 4,000 goal. • 71% of mobile respondents between 13-25 years old. • Over 5,500 pieces of content uploaded •In a post-promotion mobile survey 82% of claimed they were more likely to visit Friendly’s as a result of the promotion 89% polled stated they would participate in future Friendly’s mobile promotions

17. Message 4: Classifieds/Paid Programming

18. Mobile’s unique platform delivers your information on any mobile device In addition to WAP, Text and MMS, Mobile provides a suite of rebranded phone applications Your Content Native Applications Standard Delivery Mechanism TEXT New Text Message From: 30364 ------------------------ Drive away in this 2001 Ford Explorer Sport. Low miles! Great sound system! Beautiful interior. Asking $10,000. WAP 2001 Ford Explorer Sport Low miles! Beautiful interior. Asking $10K. Click to Call Seller MMS New Picture Msg From: 30364 2000 Ford Explorer, Great Stereo System 2000 Ford 2000 Ford Explorer 2000 Ford Explorer, Great Stereo System 2000 Ford Explorer, Great Stereo System iPhone Blackberry Android Windows Mobile J2ME

19. Mobile powers the leading publishers of classifieds Automotive Recruiting Property Information INDUSTRY SAMPLE CLIENTS

20. Mobile Mobilizes Tribune Classifieds Tribune Mobile All of Mobile technologies, including voice, fax, email, text, video and more can be incorporated to create a robust and engaging extension to the classifieds section.

21. Mobile provides dynamic mobile WAP sites and directions to ForRent Step 1: Go South Mobile platform formats the content to best work with the phone and carrier. Phones that can not receive WAP pages still receive text messages containing much of the same Information.

22. Message 5: Political

23. How it works… Politician requests constituency to opt in for support… Masses of constituents text in… and immediately receives… Users can forward texts to friends Campaign Updates Event Notification Poll Alerts Surveys/polls from Politicians Opportunity to donate via mobile phone

24. Case study: Barack Obama 2008 Barack Obama was the first presidential nominee using mobile in his 2008 campaign Obama’s mobile supporters received: - Periodic updates from the campaign trail - Advanced notice of local Obama events - Announcements about Obama’s public appearances 2.9 million Americans opted in for campaign alerts about Obama Major PR campaign surrounding announcement of VP candidate via mobile devices SMS campaign functioned to drive interaction between electorate and candidate - 37% of recipients paid more attention to news coverage about the candidate - 24% intended to visit candidate’s website in the future - 9% intended to visit candidates mobile web page - 56% of recipients were happy to see an SMS campaign from a political candidate. The Results The Campaign Sources: The Nielsen Company (2008), www.barackobama.com and Limbo

25. The Mobile Campaign Value Chain Raise issue awareness Run surveys/polls Organize rallies/ demonstrations Collect donations directly from mobile device Drive supporters to website for opportunity to donate larger sums online Drive to vote Remind to vote Educate how to vote Lebanese used SMS to organize 1 million people in a protest against Syrian occupation of Lebanon Viral SMS allowed for organization of political demonstrations in China, 2005 Non profit organization sends voter registration information Obama sent reminder to vote on election day Credomobile sent zip-code specific polling locations via SMS United Nations Foundation allows constituents to donate directly from cell phone John Edwards used mobile to give out fundraising information to his supporters Description Examples

26. “ No on 102” campaign used mobile to spread Equal Rights in Arizona About the project Results Arizona Prop 102 further limited rights of same-sex unions “ No on Prop 102” committee created to vote down referendum All traditional media placed by “No on Prop 102” included prominent text-in call to action “ Viral” send-to-a-friend feature helped spread the word and grow list membership by 15% Nearly 400 voters joined every month

27. Segment Opportunities Last chance buy alerts, sales, offers, events Mapping, directions, locator, 3 rd party links Reply with email and launch info Send picture- news worthy, contesting Celebrity voice wake-ups or messages Web links to sponsoring client sites Forward to a friend viral Scavenger hunts Watch and win/come in and win traffic drivers Sinclair Database

28. Advertiser and Sponsored Opportunities Above components used to develop mobile database for station Long term goal is to sell targeted mobile BLASTS to advertisers Visualize ITN styled mobile unwired network