ama mobile marketing speech

2 New Orleans AMAAMC Presentation. All Rights Reserved. 2009

Addressable Media Consultants

Founded in June 2007

To create marketing solutions that leverage the addressable connectivity of today from a network of best in class thinkers and Implementers

Our philosophy, you do not need big agenciesfor big ideas but a network of people who have been there and executed those ideas with proven results


Contact

Gary TowningClient [email protected]

Phone 919-647-4759Fax 919 968-1570

321 NottinghamChapel Hill, NC 27517

UK Phone 44-207-491-8886


Mobile Marketing / Our focus today

• Why ?

• Status of US mobile

• Dove Campaign for Real Beauty Mobile

• Mobile marketing opportunities

• SMS demo


+ = 2.9MMTexts


Why ?

• Always On• Always near you• Most personal one to one device• Not just voice technology it’s an experience• Measurable


Mobile Vernacular

SMSShort

messageservice

“texting”

MMSMulti-Media

messageservice

Ring tonesphotos

Mobile WebSites built(WAP) for

phone browsers

20%57%


Status Check / US v World

• + 1/4 of US show MobileMarketing interest

• Greater abroad especiallydeveloping countries

Source: MMA / Synovate 2008


Status Check / Marketing Content

Last 30 days Source: MMA / Synovate 2008

• 6% of 200MM US mobile users have participated in Mobile Mkt– 48% used it for text to win– 24% promotional alerts– 22% mobile coupon codes– 6% location based


Status Check / SMS - Mobile Web

• Dominated by a growing SMS text messaging

• US SMS marketing $1.47Bil

• Search will show increasing potential

• SMS is the lowest common denominator of all handsets

MM’s World Wide Source: E Marketer March 08


SMS / Mainstream and Effective

• Total US handsets 263MM

• Over 200MM have text plans

• 357 txt received per month v204 phone calls

• 18 -24yrs 790 txt per month

• 16% recall of any Txt Ad

Source: Nielsen Q2 08 / CTIA

SMS Mobile Marketing Integration:Dove


The Campaign

Create a movement to debunk the beauty myths

Engage women in defining what is “real beauty”

Set stage for Dove’s global expansionin the hair and beauty category

Engage women in debate at all touch points

Seed Dove as the owner this debate


Click above to play movie

Video removed


Surround, Spark Debate and DiscussionOOH

TV

Web

www.campaignforrealbeauty.com Print

Press

In-Store

?Mobile?


Engage at all Levels of Debate Online


Drive into deeper level of conversation

Globalize the movement

Adding Mobile Marketing to the Mix


Why ? / The Mobile Integration Pitch

• Leverage heavy investment now to Out-of-Home

• Democratize how the consumer can voice an opinion

• Use SMS Short Code “4Dove” to further the brand

• Generate more PR with innovation in the debate

• Create brand buzz and engagement at street level


Timeframe

!“You’ve got 7 weeks”

Complex Mkt EcosystemOgilvy (lead) - Mindshare - Edelman PR - Mobile365 - Spectrum - DaktronicLED


Mobile / integrated engagement nexus

Interactive Billboard

Times Square, NewYork

Strategic placementMobile BB’s NY & LA

Wild postings NY, LA, MIA, CHI Web


LED shows:• Global votes incl. web• Local votes• Drive to web

Text your vote to:43683 [4DOVE]

A for wrinkledB for wonderful

<5 secs avg. for resultsin phone and on LED


How did it work?

Campaign Manager returns response

“Thank U 4 Voting. 58% agree with u 42% disagree

Go to campaignforrealbeauty for more votes

4

C4RB Campaign Manager

C4RB Consumer

C4RB Website

Consumer reacts to billboard 1

C4RB Billboard

Wonderful AWrinkled B

…And texts vote “A” to short code 4DOVE2

6

5

Consumer logs to WebsiteTo see more results

3 …polls and tabulates web and mobile votes

4Sends votesto LED in

Time Square


2DoveI or J

2DoveG or H

2DoveE or F

2DoveC or D

LA MIA CHI

4DoveA or B

2DoveI or J

2DoveG or H

2DoveE or F

2DoveC or DNY

H/HO/OF/FW/WExecutionCity

OOH Fixed4Dove (43683)

OOH Mobile/Wild2Dove (23683)

Tracking results


Result

• Millions voted across all platforms and embraced thedebate

• Dove became recognized as the trusted sponsor ofthis “safe heaven” for Real Beauty discussion

• Dove has become an established brand in skin,beauty, and hair care


Lessons and guidelines

• Mobile is not an afterthought• Best if integrates and connects with other media• But keep it simple• Look to the common phone denominator for reach• Permission can lead to a longer term relationship• Test, measure and adjust

At the end of the day it is about delivering a valuedmobile brand experience to the consumer

Mobile marketing opportunities


Mobile Opportunities / Participation

Hip Cricket / Coca Cola

• Event Platform for attendees• Text shout outs and cell pics

to big screens• Vote on mycokerewards.com

commercials• Thank you message - go to

mycokerewards.com formore ways to win

• Thousands of text & picsinteractions


Mobile opportunities / LoyaltyMycoke rewards 08

• Txt codes from Coke RedCaps to Coke (2653) andyour loyalty rewards bank

• Members send/receive 32 txtavg. per month

• 47% are 35 and older

• Program engaged 1.1 millionAT&T and Verizon Wirelesscustomers through the thirdquarter of 2008

Source: Neilsen & Adweek 08


Mobile Opportunities / Transactional

QSR Delivery

• Register ordering detailsonline and then order pizzasVia text message or WAP

• In 08 Q3 text comms = 1MM– 552,000 Domino Pizza– 279,000 Pizza Hut– 182,000 Papa John’s

Source Nielsen AT&T/Verizon


Mobile opportunities / Coupon Scan?

• 200MM mobile coupon usersglobally by 2013

• Pilots show increasedredemption rates

• Hurdles at POS, no BCscanning

Cellfire / Kroger 08• Mobile Kroger Plus card• First for a grocery to tie

mobile marketing to a store-based membership

• Clorox, ConAgra, Del Monte,General Mills, Kimberly-Clark and Unilever on board Source: Jupiter Research


Mobile opportunities / Coupons SMS

Mobile Storm / Ashley NC

• 8 regional stores in SC/NCpromotion “Secret Sale”

• Integrated email to build opt-in and SMS to drive to store

• 29,000 contacts made

• Revenue generated$135,000 - $85,000 tied tomobile offer


Mobile trends and tactics / SearchGoogle 07• Txt based info search• Movies, Stocks, Sports, Tel #• Txt “weather New Orleans” to

466453 (Google)

Google 08 Android Phones• Automatic barcode recognition

using onboard phone camera• Shows CD, DVD, or book cover

along with detailed reviews fromAmazon.com

• Store search and call• Play sample tracks right on

phone• Local library copy search


Mobile opportunities / Print to Phone

Snap Tell / Omnimedia• 09 Winter issue of Martha

Stewart Weddings• first women’s magazine to

utilize fully activated liveadvertisements

• Snap ad with phone andMMS to martha@Snaptell

• Content readers receivefrom advertisers can includecoupons, video or photos,website links or productinformation, Zip look-up

Practical Mobile marketing today


Example / Mobile Coupon

Coupon Offer for AMAmembers courtesy of Diageo

Text TBS to 38714 for 20%off your next meal atNapoleon House

And start the AMA / DiageoTrivia game for there

Coupon Offer for AMA members courtesyof Diageo

Text TBS to 38714 for 20% off your nextmeal at Napoleon House

And start the Diageo Trivia game forthere


Example / Mobile TriviaWin a free Pimm’s from theAMA NO and Diageo

Who resided at theNapoleon House?

A. Napoleon

B. James Pimm who createdthe Pimm’s drink

C. A mayor of New Orleans

Text your answerTBS A or B or C to 38714


Practical and Speedy ways to test

• Mobile SAAS providers i.e. Iamota or Mobile Storm• Use Shared short codes or vanity codes

• Allows for testing of one off inbound offers• Templated couponing/trivia/polls• Shared short code so each offers are keyword related• Not short code branding opportunity

• Can be Inexpensive• 35 % of mobile campaigns cost less than $10,000 and just 7

percent of mobile campaigns have budgets exceeding $1 million

Source: Forrester Research

Thank You

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