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Vibes: The ABCs of Google Wallet and Apple's Passbook

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Before you launch your next (or first) mobile wallet campaign, let our Mobile Wallet experts here at Vibes teach you everything you need to know about Google Wallet and Apple's Passbook. You will learn: activation ideas, how to leverage Beacon technology, creative calls-to-action, design tips and the checklist every marketer needs before they launch.

Text of Vibes: The ABCs of Google Wallet and Apple's Passbook

  • 1. ABCs of Passbook and Google WalletActivation Tips, Beacons & Creative Design Tips FEBRUARY 6, 2014! Julie Novack, SVP, Mobile Solutions, Vibes Mark Tack, VP of Marketing, Vibes#[email protected]! @MarkTack!

2. Discussion topics!About mobile wallet marketingABCs of Passbook and Google WalletMobile wallet checklist2014 Vibes All rights reserved. Condential2 3. Discussion topics!About mobile wallet marketingABCs of Passbook and Google WalletMobile wallet checklist2014 Vibes All rights reserved. Condential3 4. Mobile wallet marketing: a new frontier!4Mobile marketing ! mobile databaseMobile service! mobile paymentsservice alertstargeting & segmentationloyalty program activationSMSQR codessponsoredtextmobile web experiencesm-commerce appsMobile ! experiences!2014 Vibes All rights reserved. CondentialMMSpush noticationmobile wallet! marketing!service appsmobile alertsrich media adsmobile display adsMobile advertising!Mobile media buys 5. No words needed to explain the value to the consumer!!2014 Vibes All rights reserved. Condential5 6. Passbook launched mobile wallet marketing movement! Apple started the non-payment movement in Sept 2012 with PassbookGoogle Wallet launched their non-payment solution a year later in Sept 2013Both solutions allow users to save and organize: -Offers and coupons-Loyalty cards-Rewards certicates2014 Vibes All rights reserved. Condential6 7. How do you get it?! Apple Passbook: Native2014 Vibes All rights reserved. Condential7Google Wallet: Download 8. Benets of mobile wallet ! For the Consumer!8For the Marketer!ConvenienceGreat way to drive foot trafcTimely reminders (expiring offers)Higher conversion vs mobile web couponLocation triggersAbility to update content and offersLow cost location-based marketing2014 Vibes All rights reserved. Condential 9. Mobile Wallet Impact!Are people using it?! On average, 70% of consumers will save a Passbook offer to their phone when presented with a pass.2014 Vibes All rights reserved. Condential9Does it work?! 64% higher conversion rate over static mobile web coupons 26% increase in AOV over static mobile web offersDoes wallet lift email conversion?!When email is activated with Mobile Wallet 8% increase in conversion ! 10. Love Connections Campaign 11. Gap delivered love notes to surprise and delight customers over the holidays with spas across the country and Southwest Airlines!2014 Vibes All rights reserved. Condential11 12. After texting Love -- a very special plaid shirt responds !Google Wallet2014 Vibes All rights reserved. Condential12 13. Gap offered an wallet experience for all smartphones!Apple Passbook2014 Vibes All rights reserved. Condential13 14. Seeing is believingtry it out!!14Text STYLE to 84237! Google Wallet2014 Vibes All rights reserved. CondentialApple PassbookMobile Web Fallback 15. Discussion topics!About mobile wallet marketingABCs of Passbook and Google WalletMobile wallet checklist2014 Vibes All rights reserved. Condential15 16. Building blocks of success!A!Activation StrategyB!iBeacons & LocationC!Creative TipsD!DistributionE!Engagement2014 Vibes All rights reserved. Condential16 17. Building blocks of success!A!Activation StrategyB!iBeacons & LocationC!Creative TipsD!DistributionE!Engagement2014 Vibes All rights reserved. Condential17 18. Developing your mobile wallet strategy: Getting started! What are you trying to accomplish?What is the use case for your wallet content?What do you want to measure?Offers & Incentives2014 Vibes All rights reserved. CondentialThe Loyalty CardEvent/VIP Passes18 19. Think about how to layer in mobile wallet to your existing plan!2014Wallet Strategy Dene mobile wallet objectives Establish KPIs/metrics Review existing campaigns Design integration plan Set up, execute and optimize2014 Vibes All rights reserved. Condential19 20. Building blocks of success!A!Activation StrategyB!iBeacons & LocationC!Creative TipsD!DistributionE!Engagement2014 Vibes All rights reserved. Condential20 21. Passbook and Google Wallet are location-aware solutions!21When users enter a 100 meter radius, a reminder notication can be triggeredPassbook offers up to 10 locations, Google Wallet is unlimitedVibes2014 Vibes All rights reserved. Condential 22. What are iBeacons?!22An iBeacon can be! A small, wireless device that broadcasts tiny radio signals to smartphones2014 Vibes All rights reserved. CondentialOR!You can turn your iPhone or iPad into an iBeacon 23. iBeacons + Passbook the next wave of shopper engagement! iBeacon2014 Vibes All rights reserved. Condential23 24. Building blocks of success!A!Activation StrategyB!iBeacons & LocationC!Creative TipsD!DistributionE!Engagement2014 Vibes All rights reserved. Condential24 25. Similar content, different look!Google Wallet2014 Vibes All rights reserved. Condential25Apples Passbook 26. Google Wallet 27. Google Wallet offer template! 27Dened sections allow for scrolling and unlimited contentInclude retailer name and offer! Make sure logo is sized appropriately! Personalize the offer!Keep details concise 2-3 sentences! Keep terms consistent across all wallet types!2014 Vibes All rights reserved. Condential 28. Google Wallet loyalty card template! 28Loyalty template is similar to offersInclude retailer name and offer! Make sure logo is sized appropriately!Assign a unique barcode ID to track redemption!Include store information and hours!Put important information like exclusive offers in the Messages eld! Place information about the loyalty program at the end!2014 Vibes All rights reserved. Condential 29. Apples Passbook 30. Passbook offer! 30Flexible front and back template designLogo should be in header image! Designed strip image is ideal!Deliver lock screen notications to consumers!Assign labels for name and expiration date !Assign a unique barcode ID to track redemption!Include information like: ! Location of favorite store! Phone number! Store hours!Terms and conditions located beneath all company information!2014 Vibes All rights reserved. Condential 31. Passbook loyalty card! 31Personalize with name, points, and even colors for loyalty tiersKeep loyalty balance above the fold for easy viewing!Deliver lock screen notications to consumers!Dedicate label value to showcase loyalty program join date! Feature unique loyalty ID beneath barcode!Include information like: ! Location of favorite store! Phone number! Store hours!Terms and conditions located beneath all company information!2014 Vibes All rights reserved. Condential 32. Mobile Web Fallback 33. Mobile Web landing page design! To save time, leverage design from Passbook templateReuse Passbook strip image for consistent branding experience !Include a barcode!2014 Vibes All rights reserved. Condential33 34. Wallet Manager makes it easy to manage content across both!Google Wallet!2014 Vibes All rights reserved. CondentialApples Passbook!34 35. Building blocks of success!A!Activation StrategyB!iBeacons & LocationC!Creative TipsD!DistributionE!Engagement2014 Vibes All rights reserved. Condential35 36. Mobile wallet content can be distributed across many channels!Use multiple channels to distribute wallet content!SocialEmailTextDirect mailApps / Push Mobile Ads 2014 Vibes All rights reserved. CondentialWeb36 37. Email and text are preferred methods !37Preferred method for receiving mobile wallet content11% 20% Text message from the retailer46% EmailBase: Total n=1,000 Source: Vibes 2013 mobile consumer survey July 2013 2014 Vibes All rights reserved. Condential19% App from the retailerDirect mail4%Mobile banner advertisement 38. Email is one of the easiest channels to activate with wallet!38Mobile emailDesktop email2014 Vibes All rights reserved. Condential 39. For text, leverage device-aware, trackable, shortened URL !39Apple PassbookGoogle WalletOther2014 Vibes All rights reserved. Condential 40. Building blocks of success!A!Activation StrategyB!iBeacons & LocationC!Creative TipsD!DistributionE!Engagement2014 Vibes All rights reserved. Condential40 41. Mobile wallets offer push like notications to engage users! App Push Notication2014 Vibes All rights reserved. Condential41Mobile Wallet Notication 42. Google Wallet notications! Google Wallet Notications sent when: -Enter geo-fence or-Expiration date near2014 Vibes All rights reserved. Condential42 43. Passbook notications! Apples Passbook Passbook gives the marketer an option to trigger notications when content changesThe message is controlled by the pass creatorNotications sent to lock screen2014 Vibes All rights reserved. Condential43 44. We shared a lot of information today!!A!Activation StrategyB!iBeacons & LocationC!Creative TipsD!DistributionE!Engagement2014 Vibes All rights reserved. Condential44 45. Here is our recap of the most important points!About mobile wallet marketingABCs of Passbook and Google WalletMobile wallet checklist2014 Vibes All rights reserved. Condential45 46. Mobile wallet activation checklist!Determine wallet use cases for your business Follow design best practices for each wallet type Promote your mobile wallet content through multiple channels email and SMS for starters Leverage location-based triggers to drive engagement Deliver an experience for all smartphones AND Think holistically about mobile wallet 2014 Vibes All rights reserved. Condential46 47. Think holistically: creating the content is just the beginning!1. Create!5. Optimize!4. Measure!2014 Vibes All rights reserved. Condential2. Distribute!3. Manage!47 48. Get the Mobile Wallet Handbook!www.vibes.com/handbook 2014 Vibes All rights reserved. Condential48 49. ABCs of Passbook and Google WalletActivation Tips, Beacons & Creative Design Tips FEBRUARY 6, 2014! Julie Novack, SVP, Mobile Solutions, Vibes Mark Tack, VP of Marketing, Vibes#[email protected]! @MarkTack!

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