Paul Tomes - Founder, CEO PassKitArt Lee - CEO Internet Marketing Coach

MOBILE MARKETING W/APPLE PASSBOOK

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OBJECTIVES

INCREASE YOUR KNOWLEDGE 2

‣ Travel, Food & Beverage, Retail Successful use of Apple Passbook to quickly market with increased effectiveness to their customers

‣ Simple Marketing Campaigns Promote an electronic loyalty program pass & a coupon. Quickly deliver marketing messages targeting your customer preferences

‣ Develop & Deploy

Process mapping to deliver a beautiful user experience and fully integrated marketing campaign

‣Design & Issue

Customized Passbook Pass!

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DEBUNKING APPLE PASSBOOK

WHAT IS PASSBOOK3

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WHAT IS PASSBOOK

LEATHER WALLET

‣ Invented in late 1600’s after paper currency was introduced‣ Content: Currency, credit card, identification cards, store valued cards,

membership cards, business cards, notes, receipts

‣Shift already moving to electronic

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WHAT IS PASSBOOK

DEFINITION OF THE ELECTRONIC WALLET5

Digital/Electronic WalletElectronic device that allows individuals to make electronic transactions (not always currency, i.e. coupons, tickets, reward points

Online/Virtual Wallet

Program or web service that allows users to store and control online shopping information details in one place (login info, password, address, credit card) - i.e. Google Wallet, PayPayl

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WHAT IS PASSBOOK

ELECTRONIC WALLET ECOSYSTEM6

‣ content creator

‣ merchant

‣ the wallet

‣ wallet content

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WHAT IS PASSBOOK

WORLD OF THE ELECTRONIC WALLET7

OPEN CLOSED

InstallStartupsTrust

No installInherentTrustCloud

SIM basedClient sideauthenticate

Specific to channeli.e. GoogleWallet

Native

3rd Party

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WHAT IS PASSBOOK

WHERE DOES PASSBOOK LIVE?8

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INDUSTRY SPECIFIC CASE STUDIES

HOW IS PASSBOOK USED9

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INDUSTRY SPECIFIC CASE STUDIES

TRAVEL EXPERIENCE10

CREATE‣ Developer or

via Application (i.e. PassKit)

DISTRIBUTE‣ From App,

email. text message, etc.

MANAGE‣ Update boarding information (gate change, boarding time, etc.)

‣ Confirmation of check in before and after boarding

‣ Track miles for Airline Miles program

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INDUSTRY SPECIFIC CASE STUDIES

FOOD & BEVERAGE EXPERIENCE11

CREATE‣ Developer or

via Application (i.e. PassKit)

DISTRIBUTE‣ QR Scan,

email, text message, etc.

MANAGE‣ Lock Screen message reminder of unredeemed coupons, store valued cards, events

‣ Track points & stored value, communicate rewards, promote sales (Buy 5 get 1 free)

‣ Track user preferences (what they like, when they visit)

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INDUSTRY SPECIFIC CASE STUDIES

RETAIL EXPERIENCE12

CREATE‣ Developer or

via Application (i.e. PassKit)

DISTRIBUTE‣ Store App,

email, text message, QR code

MANAGE‣ Track & analyze stored user data, redemption behavior

‣ Manage customer information (reward points, preferences)

‣ Lock screen messages to encourage visit

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INDUSTRY SPECIFIC CASE STUDIES

SUMMARY OF FEATURES BEING USED

Location Based Services to serve Lock Screen Messages

Enhanced marketing with location + customer data

Integration with Mobile Apps to serve paperless content

Track & Analyze customer data

Additional data from redemption behavior of pass

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INDUSTRY SPECIFIC CASE STUDIES

IS THIS FOR EVERYONE?14

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VISUALIZING THE PROCESS

PROCESS MAPPING15

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VISUALIZING THE PROCESS

WHAT ARE YOUR OBJECTIVES?

1. Drive more customers online to offline (in-person) 2. Increase the time to market to incite customer activity3. Gain an increased understanding of customer behaviors4. Provide an enhanced customer experience5. Increase convenience to your business6. Lower marketing costs and increase effectiveness7. Increase overall sales

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VISUALIZING THE PROCESS

Process Name

Time flows from left to

right

Show activities and system interaction

“Swimlanes” top to bottom

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VISUALIZING THE PROCESS

Process Name

‣ Process name aligns to objective‣ Map each of your processes

‣ Create‣ Distribute‣ Use / Manage

‣ Good way to start‣ SIPOC

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VISUALIZING THE PROCESS

‣ Use rational groups for each swimlane; eg‣ Customers‣ Client oriented staff‣ Back office staff‣ Databases‣ Assets

‣ Crossing a swimlane means some form of interaction‣ How will the interaction happen

“Swimlanes” top to bottom

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VISUALIZING THE PROCESS

Show activities and system interaction

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VISUALIZING THE PROCESS

Time flows from left to

right

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CREATE LOYALTY PASS & COUPON

CREATING YOUR OWN PASS

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Q&AMOBILE MARKETING WITH APPLE PASSBOOK 23

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Q&A

LEARN MORE24

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