making money with mobile (2012 mfsa annual conference)

Making Moneyfrom Mobile

June 25th, 2012

John Foley, Jr.

interlinkONE and Grow Socially

What’s on the Agenda

• Brief Introduction… I Promise!

• Why We Need to Talk About Mobile

• How You Can Benefit:– QR Codes & the Mobile Web– SMS/Text-Messaging– Augmented Reality– Near Field Communication– Mobile Payments

• Selling Mobile Solutions

John Foley, Jr.

interlinkONE – Software (SaaS)

Enterprise Marketing Management Software

Plan, build, manage, execute and measure all marketing activities

Grow Socially – Support Services

Online Marketing/Social Media

Plan, Manage, Execute and Measure

I love Mar(H)keting!

The BooksPrinters – Business

Transformation

Mailers, Fulfillment providers– Business Transformation

All Businesses – Untethered Communications

Keep Your Phone On!

• Feel free to Tweet, Post, Update, Email, take notes, photos, and more!

@JohnFoleyJr

#MFSAChange

Get Involved!Keep your handout card nearby!

We hope you’ll participate!!We hope you’ll participate!!

WHY WE NEED TO TALK ABOUT MOBILE

• Mobile Devices (Smartphones, Tablets)

• QR Codes

• Near Field Communication (NFC)

• SMS/Texting

• Augmented Reality

Mobile is Shaking up Marketing!

Smartphone Sales

• In 2012, 657 million smartphones predicted to be sold, up from 459 million in 2011 (JP Morgan)

Smartphone Adoption50% Smartphone Adoption in the U.S.

Smartphone Domination

Source: Morgan Stanley

Big Brands Are Moving Forward

June 6th, 2012, http://www.dmnews.com/walmartcom-ceo-mobile-is-the-future/article/244569/

“We have to embrace these changes. What we have to do is provide anytime, anywhere access.

The customer is demanding that.”

Mail & Mobile: Better Together

Increased Value to Print and Mail

TrackabilityInteractivity Media Extension

Remember: It’s About How People BENEFIT from the Technology

1. Coupon, deal, or discount

2. Credit for loyalty program

3. Access additional information

4. Enter sweepstakes or competition

5. Make a purchase

1. Coupon, deal, or discount

2. Enter sweepstakes or competition

3. Access additional information

4. Make a purchase

5. Vote in a competition

1. Fun or entertainment

2. Coupon, deal, or discount

3. Access additional information

4. Just to try it out

5. Enter sweepstakes or competition

N = Consumers who have interacted with the specific marketing technologies

Source: Mobile Technology: Making Print Interactive, InfoTrends, 2011

Mobile Response Codes Opt-in Mobile Messaging Augmented Reality

(N = 751) (N = 506) (N = 130)

Top factors that prompt interaction with specific marketing technologies

• Let’s chat about how you can effectively integrate mobile for your organization and other customers!

Now…

HOW YOU CAN BENEFIT: QR CODES & THE MOBILE WEB

Ready to Get Involved?

• POLL Question #1:

Are you using QR Codes in your business today?

http://ilnk.me/MFSAPoll

8.1%23.8%

35.9%

42.9%

20.7%

22.2%35.3%

11.1%

0%

20%

40%

60%

80%

100%

2010 2011

Familiar, use today Familiar, might use in the future Familiar, but no plans to use Not familiar

Big Growth in Mobile Response Code Use

• N = Marketers2010 Source: The Cross-Media Direct Marketing Opportunity, InfoTrends2011 Source: Mobile Technology: Making Print Interactive, InfoTrends

N = 518 315

64.7% Familiarity among marketers in 2010

88.9% Familiarity among marketers in 2011

194%GrowthMarketers

using mobile response

codes

How would you describe your familiarity with and use of mobile response codes?

Opportunity for You!

• USPS 2012 Mobile Commerce and Personalization Promotion

• 2% discount for including a QR Code on mail

• The QR Code must point to a mobile PURL or a mobile storefront.

Proprietary vs. Non-Proprietary

How Can They Be Used?

• Let’s look at some QR Code solutions in action!

PURL, QR Code: Registration Page

GURL, QR Code: Registration Page

For Self-Promotional Efforts

To Promote Product Launches

To Drive Sales

• Mailer for buying tools online

• Included two response mechanisms

Appointment/Scheduling

Fundraising/Donations

Event Promotion

Watch it at: http://ilnk.me/JPQRVideo

Tip: Shorten the URL!

Tip: Provide Clear Directions

Tip: Important! Include Padding

Tip: Mobilize the Website

Tip: Test, Track, Measure

What To Look for In a Creator

• Can you change the URL?• Does the solution shorten the URL?• Bulk-Upload Capability• Measurement and Tracking?

Creating QR Codes for PURLs• Upload Your Mailing List• Generate the PURLs• Export the list, including the PURL

http://www.theQRToolKit.com

Mobile Site Requirement: Good!

= Source: http://www.flickr.com/photos/23844524@N03/5002051362/

Options for Building a Mobile Website

• Web programming– HTML, CSS, jQuery

• Use a Mobile Website Builder– Look for:

• Ease of Use• Reporting• White Label Options?

Photo Credit: http://www.flickr.com/photos/21460573@N08/6490155575/

Mobile Website Goals

• Quick Loading Time

• Easy to Read

• Simple Interaction

• But Still RelevantAnd Useful!

Key Thoughts Before Building

• Treat the needs of the “on-the-go” user differently than those of a desktop/laptop browser.

– On-the-go or in a rush– Extremely interested in the

offer – help them take immediate action.

Personalization Options

• Prior Behavior

• Life Stage

• Segmentation

• Demographics

Tip: Trim your content!

• Prioritize and simplify – only include the most important points, links, etc.

Photo Credit: http://www.flickr.com/photos/nicmcphee/

Tip: Include Forms to Capture Data

• Simplify Forms: Limit Use of Open-Ended Questions, # of fields in general.

Final Thoughts

• QR Codes can work successfully – but you must follow best practices

• Mobile websites must be simple, but they can also be a great way to capture leads, generate sales, and more.

HOW YOU CAN BENEFIT: SMS/TEXT-MESSAGING

Why Talk About SMS?

• “It takes 90 minutes for the average person to respond to an email. It takes 90 seconds for the average person to respond to a text message.”

Source: Mobile Marketing Association

SMS/Texting: Plenty of Uses!

• Text-to-e-Mail campaigns

• Subscription text alerts

• Voting/Polling

• Mobile fan clubs

• Premium SMS sweepstakes

• Corporate marketing

Over 90% of texts from SMS

messaging campaigns are

read by recipients, generating

average response rates of 15%-30% or

more!Source: Mobile Marketing Association

SMS/Text: Example 1

• Users were encouraged to opt-in to receive weather-related mobile notifications based on their ZIP code.

• Helped ACE to build their database too!

SMS/Text: Example 2

Adding SMS to Your List of Services

• Need ability to send outbound messages

• Need ability to use Shortcodes to accept SMS Responses

• Understand SMS/Opt-In Rules: It’s key to start building the mobile/SMS database now!

HOW YOU CAN BENEFIT: AUGMENTED REALITY

Augmented Reality Becoming Accessible

Source: Juniper Research

Interactive Print & Mail: Layar

Watch the video: http://ilnk.me/LayarVideo

Using Layar to Augment Reality

Aurasma

Getting Started with AR

• Start experiencing it yourself – download the Apps, test, play, & get inspired!

• Check out Kevin Keane’s list of AR apps

• Augment your own material.

• Start talking about it to clients!

HOW YOU CAN BENEFIT: NEAR FIELD COMMUNICATION

Ready to Get Involved?

• POLL Question #2:

What type of smartphone do you have?http://ilnk.me/MFSAPoll

NFC: Lots of Potential Uses!

• “Near field communication, or NFC, allows for simplified transactions, data exchange, and connections with a touch”.

Tap To Connect!

NFC vs.

QR Codes

NFC & Location-Based Marketing

• NFC can be used to make mobile actions easier to complete… check-ins, transactions, registrations, and more!

Getting Started with NFC

• Check if you have a phone that is NFC-enabled

• Sign up for news sites and Google Alerts that mention and highlight NFC campaigns

• Start mentioning it to your clients!

MOBILE PAYMENTS

Square

• Easily accept credit cards from mobile devices

• 2.75% per swipe – no other fees

Custom Apps

Mobile Payments & You

• Ideas for putting Square to use:– Sales at conferences, trade shows, Chamber

of Commerce events, etc.

– Point of sale jobs at the shop

– Big benefit: demonstrates to customers that you are paying attention to and moving forward with new technologies!

SELLING MOBILE SOLUTIONS

How Do You Make $ on QR Codes?

• Help Customers in Their Mobile Strategy

• Custom QR Code Design

• Mobile Website Creation

• Build a Database!

• Reporting, Analyzing, Strategy

• Put it in a Campaign!

Before You Start Selling…

• Is your website mobile-optimized?

• Smartphones for demos

• Understand limitations & advantages.

• Add “mobile marketing” to your business strategy and marketing plans!

How you can promote it

• On your website

• On your social networks

• QR Codes on print

• Email efforts

• WebinarCredit: http://www.flickr.com/photos/63299638@N00/2847937438/

Sales Opportunity #1

• QR Codes need mobile sites! There are plenty without.

Sales Opportunity #2

• Any printed piece/mailing with a URL that may reach the growing mobile audience.

Sales Opportunity #3

• Any customer that has a website that is not mobile-optimized.

Final Thoughts on Mobile

• Smartphones and Tablets are Disruptors… and they are here to stay!

• QR Codes are best way today to integrate print, mail, and and mobile.

• Think outside the box with NFC, Augmented Reality, and SMS.

• Start talking about mobile to your customers today!

Q & A / Contact Me!: http://ilink.me/JR

iFlyMobi.com

Scan It!

Thank You!