Primped Web Seminar Kelly Ajai Mobile Marketing

Overview

• Intro to who we are and what we do....• The value of mobile marketing• Case studies • Key tips for planning mobile marketing

strategy

A Mobile Marketing Agency

We make BIG ideas work on little screens

We embrace tomorrows technology today

Technology meets strategy meets creative

WHO IS COMMUNICATOR INTERACTIVE?

THREE STEPS

“Create engagement & build relationships”

THE VALUE OF MOBILEMARKETING?

• Brand recall extremely high - with survey results as high as 51%, with 96% remembering the call-to-action

• Acquisition costs are much cheaper than other mediums 30c - $1.00

• Results are instantly traceable• Makes other mediums more accountable

WEIRD AND WONDERFUL

• 10% of women have used their phone to check their make up

(via their camera)

• Women over 30 are the 2nd highest users of mobile games

(brainteasers)

• Highest accessed mobile content by both male and females is

the weather

• 56% of mobile web users are male and 44% are female

MOBILE MARKETING IN ACTION

MOBILE ENGAGEMENT PROGRAMTHE SMIRNOFF SECRET PARTY

Smirnoff secret party • A secret party targeting 18 – 30 yr olds• SMS to win competition to drive a database • Mobile treasure hunt around the city to find tickets• GPS tracking system....• Mobile website • Banner advertising (3.6% CTR from Bigpond)

HIGH STREET FASHION RETAILER - CAMPAIGN In-store competition aimed at 40 + females.Online and sms entry over 200,000 entries. 25 % opt-in rate for mobile communications Coupon offer had a 19% uptake with a 10% increase in sales.

Cover girl mobile marketing strategy1) Strong mobile site2) A mobile CRM program 3) Text-to-sample program4) Integration with other marketing activities

Mobile site

1) 1-2% CTR from banner advertising

2) Video tips section3) Color match

section4) Join the CG VIP

mobile club

Cover Girl VIP Club

1) Text 3 times per month

2) Offers 3) Tips and tricks 4) New product

launches 5) Samples

Text for Sample

- In print CTA - Samples were gone within hrs - Seeded throughout twitter and “free stuff”

websites

Integration with marketing plan

• Strong CTA on all print• Input your mobile number on the website • Leverage relationship with Americas next top

model using an sms to win comp– TVC – Print – Online – Mobile website (simple text to enter)

Key tips for planning a mobile strategy • Get consumers to opt-in for mobile via your

site and at events etc • Ensure you have a “continue the conversation

plan”• Understand your consumers mobile habits • Consider how to get people to a mobile site

before you develop the site

“Mobile is no longer innovation”Lara Green, Digital Marketing Manager,

CoverGirl and Max Factor (P&G)

OUR BRANDS

THX