Wireless Marketing Final Presentation

Final Project: PublishingMobile marking strategy for a Magazine Publisher

Audience

Source: Condé Nast Media Kit

Audience

Source: Condé Nast Media Kit

Audience

Source: Condé Nast Media Kit

Vanity Fair Demographic Research

part 2. MOBILE DEMOGRAPHIC RESEARCHdemographics of different mobile usersiphone apps, how much do they costhow does this pair up with demographics of conde from above?

comScore Profile Point Index

 Daily (Messaging Services Used / Last 30 Days / Work E-Mail)                               145   

10+ Years accessing Internet 142

Three autos owned by HH                                                                                                172

Mobile | Cell Phone Carrier     AT&T 274

Large Luxury (auto type) 251

Personal Digital assistant (PDA / Handheld) used for internet access at home 241

Advertising Industry 469

Yes (Work E-Mail Method / Last 30 Days / Used Internet Browser)  281

VANITYFAIR.COM  

Site Metrics Total Unique Visitors = 243,000 visitors  Average Pages/ per day = 3.1 pages

Vanity Fair - 3 issues (# read/per 4 issues)  Index 156 Average age = 31 yrs old Graduated college w/degree (edu level)  180 Index

Actual Mobile Applications

Vanity Fair Is...

Proposal: iPhone Application

* iPhone/iPod * Professional women (around 30 yrs old) * Eager to find new stories, fresh daily      tweets/thoughts, localized shopping

Proposal: iPhone Application

* Cocktail  & Article Database  * 360-character daily news alerts... on the featured monthly topics * Audio excerpts from book readings available on podcasts right now from VF * Marketing ad sales of events and listings nearby using geo-targeting methods * Allowing users to archive VF data... video, audio, articles and images. Store the things they liked hearing,seeing, reading and would like to refer back to at a later time... * Voting modules on political topics. Do you agree/disagree with this article?

Proposal: iPhone Application

Business Plan

Objective:• Enhance reader's mobile

experience, reaching them wherever they go, and providing additional value for those audiences looking to further connect with the lifestyles featured in VF

Branding / Marketing Promotion:• Magazine and display

advertising in  Conde Nast publications with similar audiences. 

• Contest on Facebook page including incentives to influence friends to try out the app

 ROI:

• Generate month over month revenue increase from a combined subscription, advertising and event  sponsorship promotional sales

iPhone Success Metrics

Total Number of Downloads = Circulation readers

Total ImpressionsTotal Clicks to Read Article from ImpressionsAverage number minutes/user/dayAverage screen pages viewed/per day

Clicks to Advertiser WAP PageAdvertiser Click-through RateTotal # of Return Visits Frequency of App use - # of uses per week, month

Total Audio and Video Plays

Business Plan-

Engagement Success “Buzz” Metrics

Total article comments and responses to blog posts

Facebook Fan Pages

Total Tweets from iPhone app

Total users RSVPing to sponsored Events

Total # users participating in instant Message

Total # Votes and average rating

Monitor Positive vs negative feedback

Future - Business Plan

Future - Business Plan