Wtf retail media

SIMbiologythe mobile lifestyle

WTF Media Conference, Cape Town, South Africa, October 20, 2010.

My first mobile

99 pence and six vouchers from the SUN Newspaper UK

We are the new

1,966,514,816

SIMbiologyand consumerism

Retail ConsumerCommunication

Consumer behaviour has changed and so has the way we consume information.

“A revolution doesn’t happen when society adopts new tools …it happens when society adopts new

behaviours.”

Less time, less money, less attention!

Economy

Business Objective

…to turn distraction into transaction

•Empower and excite people

•Create platforms for collaboration

•Facilitate sales, reward and participation

Retail Business and the Customer

“Clearly, the retail industry was one of the hardest hit by this year’s (2009) economic recession.

But smart retailers that continually seek to better understand how they can serve their customers across channels and how they can engage with consumers that are already resourcefully using mobile phones in their shopping decisions will be better prepared to stay relevant and find additional revenue opportunities this new year.”

2009 Survey

40% of 18 to 29 year olds said they planned to use their mobile phones to make purchase decisions.

45% to compare prices.

32% want mobile vouchers.

31% for product reviews.

2009 Survey

98.6% of potential customers have Bluetooth enabled mobile phones.

78% of potential customers regularly use Bluetooth to share content.

Source: World Wide Worx 2009 Survey

68% of potential customers use their mobile phones to browse online content.

In the 18 to 34 year old category, the top 2 sites were:

GoogleFacebook

Source: Opera Mobile Browser 2009 Survey

The conversation is going on whether you care to be involved or not.

If you choose not to be involved, you lose control of the conversation about your product, your service, your brand, your organisation – you become irrelevant.

Source: cluetrain.com 2009

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Effective transmedia communication frequency creates interest

…and interest creates frequency.

The Solution

Mobile Functions SolutionMobile phone functionality allows consumers not only to engage with brand media, it also facilitates interaction.

• SMS

• MMS

• Mobile Browser

• Bluetooth

• GPS

• Camera applications

SMS Shortcodes

MMS Interaction

Bluetooth Media

Mobile Web Browsers

GPS Location Services

QR Code Application

Case Studies

Starbucks

• Bluetooth

• Mobile Web Browser

• GPS Location Based Services

• 2D QR codes

Starbucks – the solution

• Cross channel media awareness

• Put the physical card on the mobile

Starbucks – the solution• The new mobile loyalty card allows Starbucks customers to scan their

mobile phones at the checkout counter to receive discounts, loyalty points and payments.

Starbucks – the solution• Starbucks “Quickorder” allows customers to order and pay for their coffee

using their mobile phone.

• On confirmation of payment a 2D barcode is sent to the customer’s phone.

• The customer simply scans their 2D mobile barcode in the store to redeem their coffee.

Starbucks – the solution

• Starbucks added a new FREE WiFi service to encourage their customers to interact with their friends and ‘talk-up’ the Starbucks brand.

Guinness – Sports Sponsorship

• Bluetooth

• Mobile Web Browser

• GPS Location Based Services

• SMS Text-in

Guinness – Sports Sponsorship

• Objectives

• Awareness

• Interaction around ticket sales

• Create a lasting customer experience

• Use mobile to deliver fun and functionality

Guinness – Sports Sponsorship• Solution• Create the Guinness Passport to Greatness, the world's first talking

mobile event guide that speaks Cantonese for you through your mobile's loudspeaker.

Guinness – Sports Sponsorship

• Solution• Get fans to download the Guinness Passport application

using SMS and Bluetooth at the matches.

Guinness – Sports Sponsorship

• Solution• The Application included: Main Menu, Bar Finder, useful ‘speaking’

Cantonese phrases and a range of phrases to have fun with.

Guinness – Sports Sponsorship

• Results• Guinness mobile phone content delivered by Bluetooth for the campaign

created a viral effect even amongst non Rugby Fans.

• Blogs mentioned it as far away as the UK and Brazil.

The traditional marketing model we all grew up with is obsolete

Jim Stengel, Global Marketing Officer,Procter & Gamble

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Mass marketing todayis a mass mistake.

Larry Light, Chief Marketing Officer,McDonalds

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What we’re going for more and more will be developing compelling content.

Some will be consumer-generated, some of it we’ll buy, some of it we’ll

create ourselves.Joseph V. Tripodi, Chief Marketing & Commercial Officer,

The Coca-Cola Company

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Gordon ParkinBrandscape Marketing Pty LtdCape Town, South Africa

gordon@brandscape.co.za