tagga holiday marketing with social & mobile
TRANSCRIPT
Agenda
! What’s a Tagga ? ! Reason Why this Holiday Season is EXCITING ! What is Mobile Shopper Marketing ! Step-by-Step to Building a STELLAR CAMPAIGN ! National Clothier Case Study ! Retailers Case Study ! Closing Tips and Tricks/Dos & Don’t’s ! Resources
Who is Tagga?
Tagga’s campaign management solution leverages mobile and social technologies to enable marketers to measure and optimize their campaigns by:
! Generating Qualified Leads ! Increasing Sales ! Developing Customer Loyalty
What We Sell?
• Campaign Platform (software licenses – you can do it yourself)
• Managed Services (we manage for you)
• Custom Development Services (we build your vision)
• Campaign Strategy Services (we help define a vision)
Product Visual
ENGAGEMENT
AWARENESS
MEDIA AGNOSTIC MEDIA SPECIFIC
Email marketing
Daily Deals Facebook Twitter
Branded Apps
E-Coupons
Online Advertising
Mobile Advertising
Enterprise Mobile Marketing Platforms
Newspaper TV
Why/Where we add value to brand managers
Reasons Why This Holiday Season Is Exciting
Mobile is going to be BIG
Holiday Dynamics
• Increased foot traffic • Competitors are advertising • Consumers are deal hunting and spending • Loyalties come into play • They all have cell phones
Don’t Let this Be You
So, what do this mean for your brand?
They operate through multiple purchasing paths, are channel agnostic, can share anything with anyone, and demand relevancy, convenience, pricing efficiencies and transparency from brands.
a.k.a. “the third point-of-sale”
Consumers are changing how they find, evaluate, decide and buy products and services.
Marketers are faced with the challenge of developing campaigns that engage today’s CONSUMERS and impact
how they find, evaluate, decide and buy.
Purchase Funnel
This is what YOUR consumer is doing…. (Google Insights 2011)
50% of consumers are more inclined to buy from a vendor with a mobile site
What do you think the competition is doing?
Build a Stellar Campaign. Be Awesome.
Channel Vs Technology
Mobile Ad Traffic
(Channel)
Facebook (Channel)
SMS alerts by Yahoo for
Ads (Channel)
Twitter (Channel)
Industry Problem (Booz Allen study/GMA 2010)
• 30% of trade promotions are not profitable for manufacturers (brands)
• Manufacturers have not aligned their shopper marketing initiatives with their other advertising and promotions capabilities:
– Measurement crucial missing link – Disconnected messaging – Wasted spending – Missed opportunity to drive purchase of individual brands
and grow category
What is your Campaign Strategy?
Tagga’s Approach to Campaign Development
Pre-Tail
Retail
Post-Tail
Get customer to store
• Buy • Expand Cart • Loyalty
Loyalty back to store
Sample Campaign Objective
! Expand CRM database
! Develop loyalty
! Drive Sales
• Take advantage of increased traffic thru stores – online and in-store - during holiday season to build database and drive customer loyalty
Add 15,000 new records to database
Strategy
1. Develop a contest that requires consumers to trade personal information to be entered for a prize (classic)
2. Add a daily deal or a special loyalty offering (if your brand doesn’t do coupons or discounts) to drive spontaneous purchase decisions and incent loyalty
3. Connect “calls to action” through a rich content experience
4. Drive awareness, engagement and conversion by leveraging mobile and social technologies across all channels
Examples #1 Facebook Contest
Develop awareness for contest across all channels
QR to Facebook
Develop awareness for contest across all channels
Radio to SMS
Develop awareness for contest across all channels
Mobile display ad to Facebook
Develop awareness for contest across all channels
Email Newsletter posts results on Facebook
Track Results Tagga’s technology can help you build a database with increased audience data capture .
Map Your Holiday Tactics Against This Strategy
Pre-Tail
Retail
Post-Tail
Case Studies
Database entries increased 25% when campaign advertised on web
Pfizer- Robitussin http://m.robitussin.com
Sun-Maid- Kung-Fu Panda 2 http://www.scanforsunshine.com
Sunkist/ Miller Genuine Draft http://summer.inc.ly
Dole/ Six Flags http://summerflag1.inc.ly
Prevacid http://prevacid.inc.ly
Sample Campaigns
Save Time & Waste Time
Imperative Takeaways 1. You need a mobile optimized site – before
ANYTHING ELSE
2. Develop your campaign strategy - objectives first than look at technology solutions
3. Integrating social and mobile is EASY and are necessary to amplify the value of your media spend
4. Getting a facebook page and twitter account isn’t going to help you drive leads, sales and loyalty.
5. You need to be strategic and PROACTIVE
6. Your customers are mobile, where are you?
All Paths Lead To Their Pocket
Thank you! @tagga
Resources
• Google Insights Video
• Booz Allen Hamilton, 2010 – Shopper Marketing Insights
• Cross Channel Commerce: The Consumer View
• Activities of Smartphone Shoppers