Last Minute Mobile Campaigns for the Holidays

Ideas for last minute mobile enabled marketing campaigns for the holiday season 2011. Survey of target consumer needs and behaviors, marketing objectives and campaign types and ideas. Prepared by:

Michael Ahearn, VP Strategic Marketing

michael.ahearn@iloopmobile.com

Angel Evan, Director Mobile Strategies

strategy@iloopmobile.com

MDA Men’s Stores

Gift idea for dad: Hugo Boss dress shirts with Euro open collars are in this year. 20%off today only at all stores.

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• Campaign design that achieves mission critical marketing objectives, answering the individual needs of customers

• Customers include Fortune 500 brands, agencies, media companies, and other tier-one companies

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By the Numbers: Mobile Phone Penetration & Use

All Subscribers Youth Demo 13-24

Smartphone 33% 38%

Feature Phone 67% 62%

Use apps 39% 50%

Use browser 40% 54%

Use email 34% 41%

Use SMS for marketing 27% 44%

Access Social or Blog 29% 48%

Watch TV or Video 7% 11%

Total mobile subscribers US: 234M

Comscore 2 month period ending May 2011

Shoppers: Requested In-Store Mobile Capabilities

Feb 2010 Communispace In Store Mobile Experience Survey

Please rate how useful the different pieces of information would be to you when you are shopping in a store (% very helpful)

Smart Phone Penetration

34% US SMART PHONE PENETRATION TODAY* Highest % age demos of smart phone users:

25-34 year olds @ 27% 35-44 year olds @ 21%

Gender splits 53% male / 47% female

*Comscore 3 month average ending June 2011

US smart phone penetration Dec. 2010: 27%

Smart Phone Penetration

Looking Ahead to Q3 2011 Estimates: Mobile Subscribers: 300M+

Smartphone User Base: 150M

Mobile Internet Users: 120M

Mobile Video Viewers: 90M

Neilsen Nov. 2009

Market penetration by end of 2011... 50%

By the Numbers: Mobile Shopping & Smart Phones

Mobile Shopping: The mobile phone is THE shopping companion today

79%

74%

Have used a smart phone to help with shopping

Have made a purchase on smart phone

To find a retailer

To compare prices

To get promos or coupons

To read reviews or product info

54%

49% 48%

44%

Google/Ipsos OTX Dec. 2010

By the Numbers: Smart Phone Usage

In a typical week….

81% Browse the

Internet

77% Use a search engine

48% Watch video

Google/Ipsos OTX Dec. 2010

By the Numbers: Mobile Smart Phone Search

71% Users search as a result of seeing an ad—online, phone, TV, print, in-store etc.

400% Growth in mobile searches the past year

Google/Ipsos OTX Dec. 2010

By the Numbers: Mobile Search is Local

30%

95%

Mobile smart phone searches are local

Smart phone users have looked up local info

Call a business

Visit a business

Make a purchase

61%

59% 44%

88% Local info seekers take action within a day

Google/Ipsos OTX Dec. 2010

Who are Prime Holiday Mobile Targets?

•  Black Friday Maniacs: It’s the Price Stupid! §  Deal hunters for mobile coupons and promotions §  Don’t make last minute decisions on where they are going to shop

•  Busy Moms: The Designated Family Shopper §  User reviews for products using mobile site as resource §  List management: generate gift lists of products with the nearest store §  Ongoing messaging through Nov/Dec to keep your store/products top of mind

•  Last Minute Males: Desperation Shoppers §  Help with ideas on what to buy

•  SMS/MMS keyword opt-in or mobile site for gift suggestions with promo/coupon offer •  Gift Matcher via keyword (husband, child, daughter etc.)

§  Mobile promo or coupon incentive offers •  Incentives may be decider on where to buy (Macy’s vs. Nordstrom) •  BTW the gender response is near even split 48% male, 52% female

§  Research on the go or in-store via mobile internet: store finder, price comparison, select products for holiday promotion etc.

•  Couch Shoppers §  They’ll be using every mobile/social channel in shopping behavior

Top Uses for Mobile in Retail

Marketing Objectives for Mobile Holiday

•  Using Standard ROI Measurements §  Increase Sales: spike store traffic §  Spike KPIs: amplify KPI with mobile enablement §  Decrease Cost: not a real ROI goal, holiday campaigns

are more short term

•  Increase Holiday Promo Awareness §  Facilitate participation in holiday product promos §  The Holiday Competition: Make your holiday promos

the one’s they go for (ex. Toy industry Walmart vs. ToysRUs vs. Target etc. competing for same customer with same products)

Marketing Objectives for Mobile Holiday

•  Customer Service & Support: Make Shopping Easier §  Store location §  Price comparison §  Store hours §  Product availability & inventory (not database integration but simple click call,

published inventory information on popular or hard to get items)

•  Provide Product Info to Close Sales §  Provide all info customer requires to make the purchase (Ikea, Bev Mo) §  Improve POS communications: use mobile as hyper shelf talker

•  Cross Sell & Up Sell

•  Less Important Marketing Objectives §  New product awareness §  Loyalty & retention

Shopper Helper Case Story

• Simplify food and wine pairings with in-store mobile “wine guide”

• Text the desired food type, cuisine, specific dish or main ingredient to 411511 (ex. CASSOULET to 411511)

• Data sent to food pairing database for reply SMS

• 3 wine pairing choices are sent back via SMS

• Helps shoppers with immediate advice, overcoming “wine choice overload” when dealing with store shelves

• Promoted in retail stores with shelf talkers and neck hangers on product itself

• Simple yet effective example of using SMS to reduce pain of choosing matching customer with the right product

Last Minute Campaign Ideas

Opt-in for Ongoing Messaging: “12 Days of Christmas” §  SMS or MMS alerts §  Message every day with gift ideas, can be segmented each day for different

types of people you’d need to buy for §  Option: discreet keywords for possible gift recipients (dad, mom, uncle,

girlfriend, grandmother etc.) §  With suggestion give promo info or coupon offer—loss leaders to drive traffic

and increase basket size §  Option: mobile site with deal of the day, gift idea of the day, gift recipient

categories (gifts for dad etc.), gift search engine

§  Coupons §  Promotional ads §  Event info §  Give-aways §  Downloads

Last Minute Viral Campaign Ideas

•  Stocking Stuffers §  Simple coupons and promo messages sent from

retailer §  Option to advertise them as viral “forward to your

friend” promos similar to email “friends and family” holiday promos

•  Santa’s Little Elves §  “Send to a Friend” peer-to-peer SMS/MMS messaging §  PC Web or mobile site page allows customer to send

to another user a “Santa’s Elves” hint on what they want for the holidays which is a promotional offer or coupon

§  Example: wife sending hint to husband she wants jewelry—retailer enables variety of promo offers she can auto-forward to husband

§  Can be simple SMS, SMS with link to graphic coupon with QR code, or graphic coupon with unique keycode for single redemption only

§  Option for message personalization/addressing

Jordan’s Jewelers

Dear Jim,

We got Stacy’s list to Santa. Jewelry is at the top of her list for Xmas. Santa and our store worked a deal for 20% off all diamond tennis bracelets this weekend only. Regards, The Elves

Holiday Mobile Microsites

•  Simple mobile sites for holiday exclusive offers and interactivity §  Concise, limited holiday product promotions—position

them front and center §  Products marketed as “gift selection” §  Tie in to circular promotional strategies §  Key is to keep it simple, focused to fit the exact

holiday needs of customer §  Great end of year item for marketing budget §  No upkeep required or additional resources post

holiday period—site has finite shelf life

Holiday Mobile Microsites

•  Key mobile site components §  Product descriptions as gift assortment, gift ideas or

special holiday products §  Inventory §  Store locator with hours §  Reviews/user reviews §  Alert sign up for holiday messages and ongoing

messages past the holidays—excellent time to start/build mobile alerts database for upcoming year

§  Santa’s Elves hints UI to forward to a friend §  Facebook/social integration to post gift hints on user’s

own wall or someone else’s wall

Lowest Hanging Fruit: Easiest Holiday Campaign

•  Mobile Coupons or Promotions §  SMS or MMS §  Keyword + short code opt-in §  Expiration date on coupons/promos §  Can be publicized in traditional media to drive

store traffic, or drive specific product sales with in-store promotion of mobile coupon keyword

•  Redemption Scenarios §  No POS redemption tracking, just show the

message with general promo deal (e.g. percentage off all items)

•  No limit to number of redemptions

§  Simple POS redemption/tracking with ASCII redemption code in SMS that corresponds to barcode paper sheet scanned by cashier at POS

§  Option of full POS integration for redemption/tracking with SMS coupons redeemed with phone number on standard debit card pads, full QR code delivery scanned at POS, bonus card integration and more…but need to start today

Mobile Search Ads

•  We Highly Recommend Paid Mobile Search Ads §  All mobile users are searching for

holiday product purchases on search engines (Google, Yahoo!, Bing etc.)

§  All the advantages of online paid search available on mobile device

§  Click thrus really count because good chance the customer is outside shopping and looking for info

§  Increasing uptake and success for mobile search advertising—experiencing year on year growth of 27%

§  Click to call mobile search ads show 6-8% better click thru rate than ads without a number or URL associated with it*

Mike Steib, Google quoted in Mashable July 20, 2010

Just Silly Fun Stuff for the Holidays

•  Text to Santa §  Keyword SANTA sends SMS from Santa to user §  Sponsored by brands and retail stores, can be

promoted in-store §  Promotional messages can be inserted about

events, products, services, promotions etc. §  Some brand affinity (remember ElfYourself.com,

the dancing elves CGC cards…this was integrated into OfficeMax’s online site last year)

•  Mobile Christmas Cards §  Mobile or online site with branded Christmas

cards that are personalized and sent peer-to-peer…images, animations, even videos via MMS or mobile site pages

•  Holiday Themed, Branded Rich Media Delivery §  Video, animations, special video ads etc.

Visit www.iloopmobile.com to learn how we can help you mobile enhance your holiday 2011 marketing.

Contact sales@iloopmobile.com (408) 907-3360 and we’ll help you get started.

Thank You

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