Mobile Coupons Webinar
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Ge#ng It Right* In Mobile
Kane Russell, VP of Marke,ngWaterfall Mobile
* How To Extract Maximum ROI From Mobile Coupons
1Wednesday, October 26, 2011
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Waterfall Mobile and the Msgme Pla;orm
Waterfall Mobile๏ Founded August 2005๏ Offices in SFO (HQ), NYC & Aus,n๏ Backed by Vista Equity Partners ๏ Cross-‐channel mobile & social CRM via SMS,
MMS, QR Codes, IVR, Facebook & TwiTer
๏ Free trial: www.msgme.com๏ API suite: developer.msgme.com๏ Custom applica,on development๏ Short code provisioning, cer,fica,on
& audit management
Msgme
2Wednesday, October 26, 2011
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Mobile Coupons:
1. Stats
2. Ingredients
3. Case Studies
4. How To Extract ROI
Objec?ves For Today’s Webinar
3Wednesday, October 26, 2011
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Growth of Digital Marke?ng in the US
2011 2012 2013 2014 2015 2016
$8,237
$7,057
$5,697
$4,238
$2,777
$1,652$4,995
$4,217$3,453
$2,760$2,119
$1,590$2,468$2,262$2,066$1,875$1,694$1,510
Email marke,ngSocial media marke,ngMobile marke,ng
$3,242
$4,896
$6,998
$9,150
$11,274
$13,232 32%
10%
26%
38%
CAGR
Source: Forrester, 2011
U.S. Mobile, Social & Email Market Value ($s in millions)
4Wednesday, October 26, 2011
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Why Mobile Coupons?
Redemp?on
For adver3sers, mobile coupons offer a great ROI. Redemp3on rates are 10 3mes that of mail -‐ or newspaper -‐ distributed coupons.
User Experience
Text-‐based coupons are the fastest-‐growing and most obvious applica3on that is also easy to implement.
Source: Borrell Associates, 2011
5Wednesday, October 26, 2011
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Mobile Coupon Uptake
US 2010
Canada 2010 5%
11%
49%
44%
46%
45%
Agree Neutral Disagree
US 2010
Canada 2010 13%
23%
39%
44%
49%
33%
Mobile coupons will be a key part of many digital marke?ng campaigns
Mobile marke?ng is the next fron?er in digital marke?ng
Source: DMA, 2011
6Wednesday, October 26, 2011
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Mobile Coupon Adop?on Rate
Source: eMarketer, 2011
Projected Users, USA (millions)
2010 2011 2012 2013
35.628.7
19.813.3
96.892.588.283.6
CAGR
5%
39%
Online Coupons Mobile Coupons
7Wednesday, October 26, 2011
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The 4 Ingredients of Mobile Coupons
๏ Mobile: interac,on via mobile requires an interac,ve approach
๏ Marke*ng: calls to ac,on s,ll rely on tradi,onal marke,ng principles
๏ Means: choose the best means – messaging, web or app
๏ Method: choose the best method – sta,c, dynamic or dynamic-‐verified
4 steps to success for any mobile coupon campaign
8Wednesday, October 26, 2011
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Mobile Coupons Means and Method
Method
๏ Sta?c
๏ Dynamic
๏ Dynamic Verified
Means
๏ Messaging
๏ Web
๏ Applica?onText Message
Shopping App
LBS App
Nonshopping App 11%
15%
20%
32%
35%
41%
Mobile Marke,ng Format That Led to a Purchase According to US Smartphone Owners
Source: eMarketer, 2011
9Wednesday, October 26, 2011
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Means: Mobile Messaging
๏ Defini?on: coupon delivered via direct mobile message (e.g. SMS, MMS)
๏ Pros: most widely deployable from technology and user standpoint
๏ Cons: less rich graphics
๏ Best for: alpha-‐numeric based codes
10Wednesday, October 26, 2011
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Means: Mobile Web
๏ Defini?on: coupon delivered via link to a mobile website
๏ Pros: HTML capabili,es
๏ Cons: one-‐to-‐many distribu,on
๏ Best for: graphical 1D and 2D bar codes
11Wednesday, October 26, 2011
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Means: Mobile App
๏ Defini?on: coupon delivered within a downloaded mobile applica,on
๏ Pros: rich graphics experience
๏ Cons: requires web connec,on and app download
๏ Best for: loyalty programs for advanced users
12Wednesday, October 26, 2011
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Method: Sta?c Coupons
๏ Defini?on: every recipient receives the same coupon
๏ Pros: easiest to set up/deploy
๏ Cons: least insight into tracking
๏ Best for: build a list, get the word out, drive traffic
13Wednesday, October 26, 2011
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Method: Dynamic Coupons
๏ Defini?on: each recipient receives unique coupon code
๏ Pros: excellent for tracking by user and customizing expira,on dates
๏ Cons: more expensive to set up/deploy; no integra,on with POS
๏ Best for: targeted offers, viral campaigns, redemp,on-‐focused (as opposed to traffic-‐focused) ini,a,ves
14Wednesday, October 26, 2011
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Method: Dynamic-‐verified
๏ Defini?on: each recipient receives unique coupon pre-‐integrated with point of sale (POS) machine
๏ Pros: op,mal for tracking/customizing by user/purchase/expira,on date
๏ Cons: most complicated to set up/deploy
๏ Best for: campaigns needing detailed repor,ng
15Wednesday, October 26, 2011
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Mapping The Op?ons
Low
Low
High
High
Consumer Reach
Technical R
esou
rces Req
uired Mobile App
Dynamic Verified
Mobile Messaging Static
Tracking/Repor?ng Capabili?es
HighLow
16Wednesday, October 26, 2011
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Case Studies
Splinter Cell
Wai?ng For “Superman”
McDonald’s
17Wednesday, October 26, 2011
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Call to Ac?on: Splinter Cell
18Wednesday, October 26, 2011
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Call To Ac?on: McDonald’s
19Wednesday, October 26, 2011
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Call To Ac?on: Wai?ng For Superman
20Wednesday, October 26, 2011
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Call To Ac?on: Incen?ves
Splinter Cell: receive a free in-‐game weapon
Wai?ng For “Superman”: $15 to benefit classroom projects
McDonald’s: free McChicken sandwich coupon
21Wednesday, October 26, 2011
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Case Study: Ubisol
๏ Campaign: 2 weeks before release, gamers could text WEAPON to 44144 and receive unique code to unlock secret weapon
๏ Objec?ve: increase mobile subscribers and engagement
๏ Promo?on: Email list, TwiTer, Facebook
๏ Results: 80% opt-‐in rate; doubled mobile subscriber list on the first day; + 400% by end of 2 weeks
๏ Key concern: what’s the engagement strategy with subscribers going forward?
22Wednesday, October 26, 2011
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Case Study: McDonald’s
๏ Campaign: By submiong mobile number online would opt-‐in and receive coupon
๏ Objec?ve: drive store traffic to try new menu item
๏ Promo?on: TwiTer, Facebook, Web in Spanish and English
๏ Results: 30% opt-‐in rate aper receiving coupons
๏ Key concern: how can you mo,vate people to return aper geong free sandwich?
23Wednesday, October 26, 2011
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Case Study: TakePart/Par?cipant Media
๏ Campaign: by tex,ng POSSIBLE to 77177, users received a $15 code that they could redeem at DonorsChoose.org
๏ Objec?ve: ignite personal involvement in and social change for US educa,on system
๏ Promo?on: online, DVD, in theater, in-‐store
๏ Results: $142,929 addi,onal raised from par,cipants for a total of $832,254 donated toward classroom projects, impac,ng 699,738 students
๏ Key concern: what’s the strategy to get par,cipants to share campaign with others?
24Wednesday, October 26, 2011
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The 4M’s In Ac?on
Mobile MarkeFng Means Method
UbisoI
McDonald’s
PM/TP
Database built out, but follow-‐up unclear
Clear, well defined CTA
Mobile messaging Dynamic
Spanish and English op,ons
No metadata capture, but
seamless sign up
Mobile Messaging
Sta,c with Dynamic Expira,on
Cross-‐channel integra,on
Cross-‐channel CTAs Mul,channel Dynamic
25Wednesday, October 26, 2011
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Key Takeaways For Extrac?ng mROI
๏ Know your mobile: interac,ve, ongoing campaigns focused on maximizing customer life,me value
๏ Know your marke*ng: call to ac,ons need to be clear and remember to focus on user experience
๏ Know your means: “mobile” means three things – messaging, web & app – all have pros and cons, choose what’s best for your campaign
๏ Know your method: “mobile coupons” means three things – sta,c, dynamic & dynamic verified –all have pros and cons, choose what’s best for your campaign
Know your 4 m’s. Then deploy according to your best strategy
26Wednesday, October 26, 2011
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Any Ques?ons?
For more informa,on visit www.msgme.com
Or contact us directly: marke,[email protected]
More industry informa,on available on our blog @ blog.msgme.com
Case studies are available @ clicky.me/msgmecs
27Wednesday, October 26, 2011