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10 Tips for Mobile Success Webinar
A Question for All PRO Dealers…
Are you ready for the next-generation mobile consumer?
Global Media – June 2013
Consumers are way out in front of marketers in terms of adoption.
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1967 1972 1977 1982 1987 1992 1997 2002 2007 2012 2013
Popula2on
Mobile
FM Radio
Internet
PC
TV
Landline
Mobile is having a profound impact in a very short period of time
St. Peter’s Basillica Pope Benedict 2005
St. Peter’s Basillica Pope Francis 2013
Mobile Has 9 Unique Benefits
! Mobile is first personal mass medium
! Always Connected
! Always Carried
! Built-in Payment Channel
! Available at Creative Impulse
! Has Most Accurate Audience Info
! Captures Social Context of Consumption
! Unlocks hyper-local marketing
! Offers Digital Interface (to real world)
Mobile Coupon Ad Unit Standards
• FunMobility (Chair) • Sprint-Nextel • Inmar • Valpak • ISIS • Acta Wireless • Sparkfly • Catalina • Linkable
• Medialets • RadiumOne • Jumptap • Spotzot • Mocapay • Univision • Tribune • Mastercard • Dunkin’ Brands
www.mobilecouponadunit.com
! The MMA has announced a new Mobile Coupon Ad Unit Specification to drive mobile advertising spend and connect it with redemption events.
! This specification has been developed by leading MMA member companies including:
Mobile Coupons will help you reach a younger demographic
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Why is this important? You’re Facing An Aging Consumer Base
Male 44.1%
Female 55.9%
Age 25-49 56.3%
50 and older 43.6% 43.6% are 49 or older
The following is a demographic breakdown of hardware/home center share of shopping market
Facing Big Competition with deep pockets
Revenue: $75B Net Income: $4.5B
Revenue: $50B Net Income: $2B
Engage consumers in 25 to 49 age range Attract new homeowners, big box shoppers Increase average basket size Build a mobile customer database to remarket to every month
Key Mobile Objectives
9 Building a Mobile Opt-In Database is
essential to your future success
You Connect Your “Brand” with Your Customer
! Re-market to your customers every month
! 70% of Consumers want to receive special offers direct to their phone
! The window for building your mobile opt-in database is open now – you need to sign your customers up before your competition
! You can be in their “pocket” just like the big box competitors
99% of SMS messages sent are read, vs 20% of emails
SMS texts have average marketing engagement rate of 26% vs 5% email
90% in 90 seconds
vs 48 hours for email
Mobile vs. Email
Mobile is a proven impulse driver
! Always think through a customer lens. ! Have a mobile first mentality ! Mobile right-size content ! Be engaging and relevant ! Build an opt-in Mobile Database ! Continually test and learn
Strategy: How your competition looks at the market
8 Younger customers in the 25 to 49 age group
prefer mobile coupons
Who is Most Likely to Use a Mobile Coupon?
In 2013 study, 1 in 3 look for mobile coupons on their device. 1 in 4 have made an in-store purchase using a mobile coupon.
Acquire New Customers More Effectively Through Mobile
! Young customers prefer mobile coupons
Source: emarketer
The Facts
There are 165 million smartphones in the U.S. Consumers gaze at their smartphone screens an average of 2 hours and 21 minutes per day.
That’s 380 million hours a day.
Consumers redeem over
$4 billion worth of coupons every year.
The Facts
Source: NCH Marketing Services
7 Promote Mobile Only Deals in-store, on your
web site and all social media platforms
SMS Passbook Loyalty Lists
SMS
Enhance Subscriber Profile Remarketing to existing lists:
Email Text Passbook/Geo-notifications
List Growth Opportunities Digital Discovery:
Social Mobile Ads Digital Ads
Print & In-store Receipts Signage Direct Mailers Inserts Magazine & Newspaper
Mobile Coupon Discovery
Identify channel preference for existing opt-ins and enhance
marketing effectiveness “turn email opt-ins into mobile opt-ins”
Enhance Subscriber Profile Remarketing to existing lists:
Email Text Passbook/Geo-notifications
List Growth Opportunities Digital Discovery:
Social Mobile Ads Digital Ads
Print & In-store Receipts Signage Direct Mailers Inserts Magazine & Newspaper
Mobile Coupon Discovery
Mobile Ads
YouTube
Digital and Social
“89% of people use their mobile
devices to access the web” ~Google
Enhance your ability to turn an online presence into remarketing opportunities.
Enhance Subscriber Profile Remarketing to existing lists:
Email Text Passbook/Geo-notifications
List Growth Opportunities Digital Discovery:
Social Mobile Ads Digital Ads
Print & In-store Receipts Signage Direct Mailers Inserts Magazine & Newspaper
Mobile Coupon Discovery
Receipt
Signage
Direct Mailer
Print and In Store
Add Mobile Coupons to traditional print promotions
“Text in to Join” or
SMS Passbook Loyalty Lists
Enhance Subscriber Profile Remarketing to existing lists:
Email Text Passbook/Geo-notifications
List Growth Opportunities Digital Discovery:
Social Mobile Ads Digital Ads
Print & In-store Receipts Signage Direct Mailers Inserts Magazine & Newspaper
Mobile Coupon Discovery
Mobile Ads
YouTube
Receipt
Signage
Direct Mailer
Print and In Store
Digital and Social
6 You must embrace mobile coupons and your
employees need proper training
Your employees must know your commitment to mobile!
! Employees must actively recruit new mobile customers: • “Would you like to receive
mobile-only deals right to your phone?”
• “If you spend more than $50 today you can receive $10 OFF immediately”
! These techniques will increase mobile opt-ins by 80%
! Just Text “PRO” To: 55155
Quick & Easy Counter Guide for Consumers & Employees
3 Easy steps to receive mobile offers:
Mobile Guide for Consumers!The customer loyalty program allows you to receive exclusive mobile o!ers on your mobile device in 3 easy steps.
Create new text message & enter 55155 in the “To” field and then enter the Keyword “PRO” in the “Message” field.
Tap the link in the text message to see the o!er slider. Swipe through slider & redeem the o!er you like. The barcode and text code will appear under the o!er.
To save an o!er, select “save for later” and choose the method, text, email or passbook*, you would like the coupon to be saved. Show o!er to cashier when in store or Save for later use.*(iPhone only).
3 Easy steps to receive mobile offers:
Mobile Guide for Employees!
How do you join the loyalty program? Text PRO TO 55155 How often will I receive messages? About 2-3 times a month Which devices can access offers? Over 300 kinds of smartphones/devices are supported. Android, Windows or iOS. Texting Plan required.
Which methods can be used to clip (save) offers? Offers can be clipped to email, text message or passbook* *Passbook for iPhones only Can multiple offers be clipped? Yes, a customer can clip one offer or all offers. How do I quit the program? Text “STOP” to 55155 to unsubscribe. You will not receive messages after you have unsubscribed.
How do I redeem coupon at the register? Scan barcode on device or enter code. If barcode does not work, enter text code below barcode. Barcode will be revealed by selecting “Redeem Coupon!” in the slider or through saved option.
Coupon Where to Clip Coupon Text Email Passbook
COUPONS THAT HAVE BEEN CLIPPED
Redeem
Quick & Easy Social Media Sharing Guide for Stores
3 Easy steps to receive mobile offers:
Mobile Coupons Social Media Marketing !The FunMobility Portal makes sharing your coupons and coupon sliders on a social media networks a breeze.
• 52% of marketers have gained a customer via Facebook and 35% via Twitter
• Social media sites and blogs reach 8 out of 10 US internet users and account for 23% of time spent online
• Maximize the visibility of your coupons by sharing on social
• media sites.
Link: Sharing to Pinterest!How to Pin your offer
1. Shorten your Coupon Deal Slider URL or a Single Coupon URL using google shortener (goo.gl)
2. Sign into your Pinterest account or sign up for an account only takes a few minutes
3. Press the + button next to your profile picture and account name
4. Select “Upload a pin” and choose an image to pin
5. Once your pin uploads, pick which board you would like to pin the image to
6. Write a description of the coupon details and add the shortened link to the description.
7. Click Pin It to add your pin to your board
Tip: Full style better on pinboards then product style coupons
Pick up everything on their wishlists this holiday season at PRO $10 off $50 coupon: http://bit.ly/1fq0l5Y
Link: Sharing to Facebook!How to share an update 1. Shorten your Coupon Deal Slider URL or a
Single Coupon URL using google shortener (goo.gl)
2. Sign into your facebook account
3. Paste your link into the status box. The status box should update with your coupon deal and description.
4. You can choose which image you would like show the coupon image or the generic coupon sign
5. Create a message that describes your coupon and why’s a great offer
Tip: You can also include hashtag #keyword in your facebook post to attract interest Tip: You can also include your location in your post or update your status with a smiley that matches your what you are doing.
Pick up everything on their #wishlists this holiday season at PRO $10 off $50 coupon: http://bit.ly/1fq0l5Y #christmaswishlist
Tip: Add hashtags #keywords so that people with similar interests can discover your coupon
Link: Sharing to Twitter!How to Tweet your offer 1. Shorten your Coupon Deal Slider URL or a
Single Coupon URL using google shortener (goo.gl)
2. Login to your Twitter Account or sign up for an account only takes a few minutes
3. Compose a tweet (under 118 characters with the coupon link) describing where the link points to. When you’re done with your tweet, fill in your login credentials and select sign in and tweet.
Is you home ready for the winter months? Pick up everything you need at PRO $10 off $50 coupon: http://goo.gl/bTPPJt #wintertime
Tip: Add hashtags #keywords so that people with similar interests can discover your coupon
Link: Sharing to Google+!How to share an update 1. Shorten your Coupon Deal Slider URL or a
Single Coupon URL using google shortener (goo.gl)
2. Sign into your Google+ account or sign up for an account only takes a few minutes
3. Write a comment description about the coupon or include the details of the coupon
4. Choose to Add your contacts or email address to send to specific people, not it appears on you page
5. Click Share Link
Tip: You can also include hashtag keyword in your Google+ message to attract interest
Pick up everything on their #wishlists this holiday season at PRO $10 off $50 coupon: http://bit.ly/1fq0l5Y #christmaswishlist Link: Sharing to LinkedIn!
How to Share an Update
1. Shorten your Coupon Deal Slider URL or a Single Coupon URL using google shortener (goo.gl)
2. Sign into your LinkedIn account or sign up for an account only takes a few minutes
3. At the top of your updates feed, next to your Profile picture, compose an update message and add your shortened link. You can also select the paper clip to attach an image to make your update more interesting
4. Underneath the update window, you can select which audience you are sending your update to: public and twitter , public or connections
5. Click Share to post your update Tip: You can post to your store’s PROfile or as well as send to groups or individuals Tip: Save time tie your LinkedIn and Twitter together so you can just post once
Pick up everything on their wishlists this holiday season at PRO $10 off $50 coupon: http://bit.ly/1fq0l5Y
Follow the step by step quick guide and share your offers on top socials networks with just a few clicks
5 In-store signage is critical to awareness of
mobile only offers
Promotion
In-Store Banners Register Signs
Mobile Ads Media Buy
Print Media Circular with Digital Call to Action
Sales Associate Buttons
! In-Store signage ! Print media ! Receipts ! Social Media ! Email ! Sales Associate
Buttons / Stickers ! Text campaigns
In-Store Discovery – PRO Hardware
In-Store Discovery – PRO Hardware
Business Cards, Stickers and Vertical signage
4 Our coupons are easy to redeem or share,
and work with POS scanners or simple text codes
CLIP TO EMAIL
CLIP TO TEXT
OPT IN FOR FUTURE OFFERS (OPTION TO BE SET UP. DEFAULT IS OPT OUT)
PRO Mobile Coupon Clipping Options
PASSBOOK
Text “PRO” to 55155 to experience for yourself!
PRO
PRO
Coupon Clip Options
SMS EMAIL PASSBOOK
Store Locator and Geo-notifications: Get Customers to your Store!
Optical Scanners
MOTOROLA DS9208
! Works with most 2D and optical scanners
! Motorola partnering with FunMobility in field trials.
! Solution easily integrates with most POS systems.
MOTOROLA DS9808 MOTOROLA
DS4208
MOTOROLA DS457
MOTOROLA DS6878-DL WITH CORDLESS BLUETOOTH
3 Offer high-value coupons to entice customer
to Opt-In
Approach
! Launch mobile coupons as in-store incentive.
! Focus around instant savings and brand discounts.
! Customer must sign up for PRO Mobile Only Offers to receive mobile coupons.
Objectives: ! Build local mobile loyalty
database
! Drive Basket Size
! Promote your store brand
MOBILE COUPON CLIP OPTIONS
High-Value Offers Drive Impulse Sales
Embracing Mobile to be Relevant:
Window Sign
December Offers
Text “PRO” to 55155 to experience for yourself!
2 Use SMS to engage with your customers 2 to 3 times a month with coupons and surveys
Connect with your customers and put your Brand in their pocket
! Money saving mobile
coupons ! Surveys that ask them
what they like best about shopping at your store
! Touch your customers via SMS with relevant content and offers
! Stop using 3rd party promotions like Groupon
1 You can Compete and Beat Big Box retailers
Connect with your customers every month ! Promote products and services that
only you offer ! Mobile gives you flexibility on specific
offers and timetable ! Use your knowledge of local events
to promote your brand and products
Big Box Retailers can’t compete with mobile at the “Local” level
Your image and relevance to your customers will improve because of mobile. Connecting one on one through the power of smartphones will enhance your brand and drive real results
Mobile Coupons Drive Your KPIs
! Redemption Rates ! Purchase Frequency ! Average Order Value ! Mobile Customer Database ! Customer Data Collection ! Marketing Spend ROI
! Real ROI that you can believe in
Key Coupon/Campaign KPIs (August 2013) Case Study
! Coupon Views: 400 views ($10 off coupon) ! Coupon clip-rate: 59%
! Coupon Redemptions: 252 redemptions ! Redemption Rate: 63%
! Average Cart Size: $82.86 (with $10off Coupon) Previously was about $18/transaction
! Estimated Net Revenue: $20,882 ! Subscriber List Size (SMS campaign): 270 SMS subscribers added in August,
552 total SMS subscribers now
Pat Murphy Vice Presidents of Sales FunMobility
Ken Nowak Vice Presidents of Operations FunMobility
Shari Kalbach Managing Director PRO Hardware Group
Q&A
A final closing thought
“Put your best people on mobile.”
~ Eric Schmidt