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RIMC 2013 – Lisa Enckell – @enckelli
Mobile marketing for offline businesses
Wrapp connects friends with retailers and brands they love.
For consumers, Wrapp is the easiest way to give, receive and redeem free and paid gift cards using mobile devices or the Web.
For retailers and brands, Wrapp is a friend-to-friend marketing platform for targeted, performance-based customer acquisition and retention campaigns.
Let me introduce my twin...
Identify the problem and work hard to solve it
The problem: Many brands are struggling with mobile marketing
➡Consumers spend more and more time on their mobile devices ➡Mobile ad budgets in the U.S. are expected to increase from $2.3
billion in 2012 to almost $11 billion in 2016➡Still, mobile advertising does not seem to work
“Most mobile advertising really sucks” - Steve Jobs, 2010
Sources:Harvard Business Review http://hbr.org/2013/03/for-mobile-devices-think-apps-not-ads/ar/1All things D http://allthingsd.com/20121106/does-mobile-display-2012-online-display-1999/
Business Insider http://articles.businessinsider.com/2010-04-08/tech/29971354_1_mobile-advertising-app-makers-interactive-ads
New media requires new ways of advertising
➡In the 1950’s people were reading radio ads on a TV screen➡In the 1990’s people launched static newspaper ads online➡Today we put website banners on mobile phones➡History shows that new media require new methods of advertising
Brick and mortar retailers need new ways to a!ract customers
➡Retailers are looking for easy and effective social and mobile solutions
➡Over 90% of retail sales is still in offline stores➡But retailers are seeing declined traffic to their stores➡Many retailers are still relying on offline advertising that is hard to
measure
How are we trying to solve this?
We call it friend-to-friend marketing
92% of people trust ‘earned media’, such as word-of-mouth or recommendations from friends, above all other forms of advertising (Nielsen Global, 2011)
71% of people claim reviews from family or friends exert a "great deal" or "fair amount" of influence over their decision to use or not use a particular company, brand or product (Harris Interactive, June 2010)
Your brand
Friends of friends
There are many solutions out there...
...and many more are still to be invented.
What about our own marketing?
How did we reach 1 million users faster than Pinterest, Twi!er and others?
Co-branding is one of our strategies for user acquisition
We practice what we preach: Viral spread is the other strategy
Case studies
Clarins stimulate product trial by younger tech-savvy consumers
➡ Objective: Extend corporate overhaul of brand image; be perceived as cool and cu!ing edge and stimulate product trial
➡ Target group: Tech-savvy women under 30➡ Solution with Wrapp:
➡ Added footer in three branded daily emails to users announcing partnership with Wrapp, and encouraging loyal customers to use the app to send free $10 Clarins gi" cards to friends.
➡ Provided free $10 Clarins gi" cards for Glamour magazine to give to its Facebook followers in celebration of reaching 1 million fans
➡ Launched give-to-get free gi" card campaign on Clarins Facebook page and in Wrapp
➡ Results:➡ Facebook campaign seen by 36,000 people, resulting in more than 250
likes and 40 shares. 35% of gi" cards sent by Clarins’ Facebook fans were redeemed by recipients; 28% of Clarins gi" cards sent from Glamour magazine were redeemed
➡ Majority of redeemed gi"s were by women between the age of 20 and 30 years old
