adding mobile to x… and y!
DESCRIPTION
Understand More Mobile elations process of adding mobile from a consumer perspective and why it is important. We share some of our 10+ years experience working in the mobile channel. Slides are from a workshop at Cannes Lions 2012.TRANSCRIPT
Adding mobile to X… And Y!More Mobile Relations presents
Cannes Lions 2012-06-18
Maja BergstrandConceptualizer
[email protected]+46706340085
@majabergstrand
Johan JonssonArt Director
[email protected]+46732439720
@glvstn
tisdag 19 juni 12
MORE Mobile Relations
MORE Mobile relations is a full service mobile marketing agency. We help brands by creating engaging and strategic mobile experiences.
We're based in Scandinavia but work globally.
tisdag 19 juni 12
The goal for today
Adding mobile to X… And Y!
Two scenarios – how to add mobile. Find problems and find mobile solutions
Understand our process of adding mobile from a consumer perspective
Knowledge, our process, a checklist, all slides
What
How
Why
Output
tisdag 19 juni 12
Guidelines
We will answer any questions after the workshop
Be engaged, contribute and listen to each other
60 minutes so we need to focus
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The first exercise
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Know your target group and be relevant
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Your morning routine
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Possible problems during your morning routine
3 minutes
You are the target group
General problems – not mobile
Don’t think of solutions yet
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Possible problems during your morning routine
You have 3 minutes left
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Possible problems during your morning routine
You have 2 minutes left
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Possible problems during your morning routine
You have 1 minute left
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http://www.flickr.com/photos/perfectoinsecto/1449294213/
Possible problems For you as a target group
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Solutions to the chosen problem
3 minutes
What is the solution?
How does it solve the problem for the target group (you)?
Why mobile?
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Solutions to the chosen problem
You have 3 minutes left
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Solutions to the chosen problem
You have 2 minutes left
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Solutions to the chosen problem
You have 1 minute left
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http://www.flickr.com/photos/perfectoinsecto/1449294213/
Solutions What is the solution?How does it solve the problem for you?Why is it a mobile solution?
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Relevant to the target group? Solve the problem?
Personal and customizable?
Is it social?
Take advantage of technical features unique for the mobile?
Immediate in time and action?
Meant for consuming or producing?
And Y is it a mobile solution!
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Fly off to Cannes Lions!
Before During After
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Fly off to Cannes Lions!
3 minutes
You are the target group
General problems in this customer journey
Not mobile
Don’t think of solutions yet
On the way tothe airport
At the airportand flying
Arriving andleaving the airport
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Possible problems flying to Cannes
You have 3 minutes left
On the way tothe airport
At the airportand flying
Arriving andleaving the airport
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Possible problems flying to Cannes
You have 2 minutes left
On the way tothe airport
At the airportand flying
Arriving andleaving the airport
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Possible problems flying to Cannes
You have 1 minute left
On the way tothe airport
At the airportand flying
Arriving andleaving the airport
tisdag 19 juni 12
http://www.flickr.com/photos/eirikso/487963584/
Possible problems For you as a target group
tisdag 19 juni 12
Solutions to the chosen problem
3 minutes
What is the solution?
How does it solve the problem for the target group (you)?
Why mobile?
tisdag 19 juni 12
Solutions to the chosen problem
You have 3 minutes left
tisdag 19 juni 12
Solutions to the chosen problem
You have 2 minutes left
tisdag 19 juni 12
Solutions to the chosen problem
You have 1 minute left
tisdag 19 juni 12
http://www.flickr.com/photos/eirikso/487963584/
Solutions What is the solution?How does it solve the problem for you?Why is it a mobile solution?
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And Y is it a mobile solution!
Relevant to the target group? Solve the problem?
Personal and customizable?
Is it social?
Take advantage of technical features unique for the mobile?
Immediate in time and action?
Meant for consuming or producing?
tisdag 19 juni 12
Adding mobile from a consumer perspective
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”We want an app”
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Adding mobile from a consumer perspective
The context
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Adding mobile from a consumer perspective
The context
Who is the target group?
Mobile perspective – and it changes from time to time
Before – During – After helps widen the context and identify the problem
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Adding mobile from a consumer perspective
The problemThe context
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Adding mobile from a consumer perspective
The problem for the target group
Consumer perspective lost
Where in the context? Before – During – After
Too solution oriented too early
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Adding mobile from a consumer perspective
The problemThe context
Solutions
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Adding mobile from a consumer perspective
Possible solutions
No end user perspective in ”We want an app”
Solution doesn’t solve the problem
It’s not about technology – it’s just an enabler
”Feature bonanza” – common in agency briefs
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Adding mobile from a consumer perspective
The problemThe context
Solutions
Focus!
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Adding mobile from a consumer perspective
Focus!
What was the problem again?
Is it relevant to the target group?
Success is not in the number of features
Kill your darlings is hard
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Adding mobile from a consumer perspective
The problemThe context
Solutions
Focus!
And Y mobile
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Adding mobile from a consumer perspective
And Y mobile
General lack of knowledge and experience
Fallback on technology
Fast moving – technical possibilites
Fast moving – consumer behaviour, consumer needs and expectations
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Adding mobile from a consumer perspective
The problemThe context
How to market
Solutions
Focus!
And Y mobile
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Adding mobile from a consumer perspective
How to market?
No budget and/or part of scope
An app in AppStore will not solve the users problem if no one finds it, understands it and starts using it
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Adding mobile from a consumer perspective
The problemThe context
The business goals
How to market
Solutions
Focus!
And Y mobile
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Adding mobile from a consumer perspective
The business goals
Add on and not part of business goals
Not only a tool for the marketing department
Decide your goals for the mobile channel
Knowledge and experience
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Mobile is not about technology.It’s about knowing and understanding your target group.
And you know them already.››‹‹
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This is MORE
Kungsgatan 4A111 43 STOCKHOLMPhone: 46 (0)8 796 16 00Fax: 46 (0)8 796 16 [email protected]
More Mobile Relations
MORE Mobile relations is a full service mobile marketing agency. We help brands by creating engaging and strategic mobile experiences. We're based in Scandinavia but work globally.
Thank you all!Johan JonssonArt Director
[email protected]+46732439720
@glvstn
Maja BergstrandConceptualizer
[email protected]+46706340085
@majabergstrand
on twitter @moremr
tisdag 19 juni 12