adding mobile to x… and y!

Adding mobile to X… And Y!More Mobile Relations presents

Cannes Lions 2012-06-18

Maja BergstrandConceptualizer

maja.bergstrand@moremr.com+46706340085

@majabergstrand

Johan JonssonArt Director

johan.jonsson@moremr.com+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

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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 10stockholm@moremr.comwww.moremobilerelations.com

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

johan.jonsson@moremr.com+46732439720

@glvstn

Maja BergstrandConceptualizer

maja.bergstrand@moremr.com+46706340085

@majabergstrand

on twitter @moremr

tisdag 19 juni 12