mobile 101 for chicago media marketing & advertising meetup

CMM&A Meetup September 14, 2009

Reaching Your Customers & Building Your Brand

on the Mobile Phone

KeyLimeTie

KeyLimeTieisaChicagoland‐basedinterac7vedesignanddevelopmentfirmspecializinginweb,mobile,kiosk,digitalsignage,andenterpriseso?waresolu7ons.

ThecompanywasfoundedinMarch2007bybrothersand15‐yearindustryinnovatorsChrisPautschandBrianPautsch.

Mobile AnthemMobileAnthemisayouthmarke7ngagencythatconnectsbrandstotheirconsumersthroughtheirmobilephonez

•Strategiesthatleveragetheubiquityofmobilewithinyourmarke7ngplan•Objec7ves7edtoreportedmobilemetrics•Drivenbyinsightsinconsumermobilebehaviors

• CRM• Mobile coupons• SMS (Text) alerts/interactions• Mobile phone accessories(skins, mirrors, phone dangles)

• Mobile Websites (WAP sites)• Mobile ad placement• Ringtones, Wallpapers• Location Based Services• iPhone apps

Who are you?

• 271 Million mobile phones in the US 1

• The number of phones worldwide outnumbers computers! (4 Billion)2

• 30% have a second mobile phone2

• 80% of Gen Y has a mobile phone 3

• 18% of mobile subscribers have smart phones 1

1 Nielsen as reported by Wall Street Journal, “Video on Cellphones: The Uncut Version,” July 28, 20092 Tomi Ahonen Almanac 2009, of global mobile subscribers3 Harris/CTIA Sep.’08

What are you doing on your phones?

0

0.225

0.450

0.675

0.900

82%

47%

38%34%

31%28% 26%

19% 18%Picture Music

WAPsiteIM

Mapping

Mobile Access to Data and Information 2008 – Pew Internet and American Life Project

Pictures, Games, Music, Video, Web, Email

18-29 30-49 50-64

Mobile Access to Data and Information 2008 – Pew Internet and American Life Project

What are you doing on WAP?

0 0.15 0.30 0.45 0.60

Email

Social Net

Weather

Directions

Sports

News

Harris/CTIA - Teen Mobile Study, Sep. 2008

Where are you doing it?

• US 91% of the time people have their phones with them1

• Globally 60% of people sleep with their phones2

1 keeps the cellphone literally within arm's reach 24 hours, seven days a week, 365 days of the year per Morgan Stanley 20072 2005 global study by BBDO

What will you do in the future?

• Make Payments(15% of Japanese consumers already doing so)

• Clip Coupons

• Board Trains/Buses/Planes(JAL already allows this)

• Enter Stadiums & Events

• Identification?

http://teck.in/future-of-mobile-payment-and-mobile-phone-near-field-communication.html

0 0.175 0.350 0.525 0.700Specific Brand/Vendor

Favorite Restaurants

Sport, Entertnmt, Travel, etc

Coupons for Consumables

Time Driven

Teens 13-17 Adults 18+

Harris Interactive, May 2008

Type of Ads Wanted

iPhone Consumer Profile

•The typical iPhone user...

•iPhone app 411

Rubicon Consulting, March 2008

0

0.075

0.150

0.225

0.300

<18 18-21 22-25 26-30 31-40 41-50 51-60 61-70 71+

Age of iPhone User

Mobile 101

What is Mobile MarketingAny outreach to your customers using the mobile

phone as the platformA short history

1973 - Martin Cooper makes first mobile phone call - US1979 - First cellular phone network - Japan1981 - 2G introduced - Finland1993 - First SMS data services - Finland*1998 - First ringtone & mobile payment - Finland1999 - First mobile internet - Japan2002 - American Idol - US2007 - First iPhone - US

Mobile in the Marketing MixCan support any of the marketing mix:

• TV• Print• Radio• PR• POS• Web• OOH• Experiential• Direct Mktg

Mobile EcosystemCarriers

Walled Garden

Operating SystemsThe silent war

HandsetsCommodities

Rules & RegulationOpt-inDo Not CallCarrier ApprovalsGrey areas

How do you reach your customers?

Mobile Marketing Process1. Business Objectives

Build your mobile campaign to objectives that can be measured

2. Brand EquityConsider you equities to ensure the mobile program is consistent

3. Consumer TargetDetermine which phones your consumer uses

4. Marketing PlansWeave mobile into other marketing spends

5. Mobile CampaignNow build your mobile campaign

What are Companies Doing?

35%

33%

24%

4% 4%

DabbleNoProduct DependentInvested HeavilyBig Part of Budget

*iMedia Connection Poll, eMarketer, March 2008

US Online Advertisers Who Plan to Invest in Mobile, 2008

Ways to Reach Consumers on their Phones

• SMS

• MMS

• WAP (Mobile Web)

• Location-Based

• Video

• Coupons/M-Commerce

• Bluetooth

• Native Apps

• Games

• Push Notifications

• 2D Code

• RF

Case Studies

Lead Generation:Audi A4 Driving Challenge

Mobile Marketer, June 29, 2009: http://www.mobilemarketer.com/cms/news/database-crm/3566.html

Customer Relationship Management: EZLube

Brand Loyalty: Gilette Venus

Venus Case StudyGillette Venus Spring Break Campaign ‘06• Problem: Brand awareness for Venus dropped for college-aged females• Solution: Integrated Campaign including

Mobile, Internet, Print, Experiential, TV, and Sampling

• Results: Drove trial with 0.8M women and millions of impressions Won the Silver Promo Marketing Award for Experience

VenusBeach Mobile game

Photo Anthem™

Textual Flirting™

Diageo’s “Calling all Captains” campaign has used mobile to create brand engagement

• Pose Off pictures• Prank phone calls

Engagement: Captain Morgan

Awareness: Feature Films

iMedia Connection: http://blogs.imediaconnection.com/2009/9/1/At-Ralph-Lauren--Buzz-worthiness-Trumps-Consumer-Engagement_864.aspx

What is a 2D Barcode?

Mistakes to Avoid:• Don’t make the user

complete too many steps

• Control the QR reader app (or at least the opt-in/opt-out permissions)

Simplicity: Ralph Lauren& QR 2D Barcodes

Driving Sales: Chipotle

Next Steps

• Educate Yourself

• Heartland Mobile Council• www.heartlandmobilecouncil.com

• @heartlandmobile

• LinkedIn/Facebook

• Mobile Marketing Association• www.mmaglobal.com

• Measure

• Execute

• Grow

Thank You!

Contact Information:

Tim Courtney630.890.2347tim.courtney@keylimetie.com@TimCourtney

Hugh Park Jedwill312.912.2837hugh@mobileanthem.com@mobilebrandingText “anthem” to 41411