vibes: the abcs of google wallet and apple's passbook

ABCs of Passbook and Google Wallet Activation Tips, Beacons & Creative Design Tips FEBRUARY 6, 2014!

Julie Novack, SVP, Mobile Solutions, Vibes @JulieRothNovack!Mark Tack, VP of Marketing, Vibes @MarkTack!

#MobileWallet!

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Discussion topics!

About mobile wallet marketing

ABCs of Passbook and Google Wallet

Mobile wallet checklist

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©2014 Vibes All rights reserved. Confidential

Discussion topics!

About mobile wallet marketing

ABCs of Passbook and Google Wallet

Mobile wallet checklist

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©2014 Vibes All rights reserved. Confidential

Mobile wallet marketing: a new frontier!

Mobile marketing !

Mobile advertising!

Mobile !experiences!

Mobile service!

mobile display

ads

sponsored-text

rich media ads

apps

mobile web experiences

m-commerce Mobile media buys

mobile wallet!marketing!

QR codes

SMS

MMS

mobile alerts

mobile database

loyalty program activation service

alerts

targeting & segmentation

push notification mobile

payments

service apps

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No words needed to explain the value to the consumer!!

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Passbook launched mobile wallet marketing movement!

§  Apple started the non-payment movement in Sept 2012 with Passbook

§  Google Wallet launched their non-payment solution a year later in Sept 2013

§  Both solutions allow users to save and organize: -  Offers and coupons

-  Loyalty cards

-  Rewards certificates

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How do you get it?!

Google Wallet: Download Apple Passbook: Native

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Benefits of mobile wallet !

For the Consumer! For the Marketer!

§  Convenience §  Timely reminders (expiring offers)

§  Location triggers

§  Great way to drive foot traffic §  Higher conversion vs mobile web coupon

§  Ability to update content and offers §  Low cost location-based marketing

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Mobile Wallet Impact!

On average, 70% of consumers will save a Passbook offer to their phone when presented with a pass.

64% higher conversion rate over static mobile web coupons When email is activated

with Mobile Wallet – 8% increase in conversion !

Are people using it?! Does it work?! Does wallet lift email conversion?!

26% increase in AOV over static mobile web offers

Love Connections Campaign

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Gap delivered “love notes” to surprise and delight customers over the holidays with spas across the country and Southwest Airlines!

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After texting “Love” -- a very special plaid shirt responds !

Google Wallet

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Gap offered an wallet experience for all smartphones!

Apple Passbook

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Seeing is believing…try it out!!

Text STYLE to 84237!

Google Wallet Apple Passbook Mobile Web

Fallback

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Discussion topics!

About mobile wallet marketing

ABCs of Passbook and Google Wallet

Mobile wallet checklist

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Building blocks of success!

Activation Strategy A!B!

C!D!E!

Distribution

Creative Tips

Engagement

iBeacons & Location

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Building blocks of success!

Activation Strategy A!B!

C!D!E!

Distribution

Creative Tips

Engagement

iBeacons & Location

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Developing your mobile wallet strategy: Getting started!

§  What are you trying to accomplish? §  What is the use case for your wallet content?

§  What do you want to measure?

Event/VIP Passes The Loyalty Card

Offers & Incentives

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Think about how to layer in mobile wallet to your existing plan!

Wallet Strategy Define mobile wallet objectives

Establish KPIs/metrics

Review existing campaigns Design integration plan Set up, execute and optimize

2014

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Building blocks of success!

Activation Strategy A!B!

C!D!E!

Distribution

Creative Tips

Engagement

iBeacons & Location

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Passbook and Google Wallet are location-aware solutions!

§  When users enter a 100 meter radius, a reminder notification can be triggered §  Passbook offers up to 10 locations, Google Wallet is unlimited 

Vibes

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What are iBeacons?!

An iBeacon can be…!A small, wireless device that

broadcasts tiny radio signals to smartphones

You can turn your iPhone or iPad into an iBeacon

OR!

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iBeacons + Passbook – the next wave of shopper engagement!

iBeacon

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Building blocks of success!

Activation Strategy A!B!

C!D!E!

Distribution

Creative Tips

Engagement

iBeacons & Location

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Similar content, different look!

Google Wallet Apple’s Passbook

Google Wallet

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Google Wallet offer template!

Include retailer name and offer!

Make sure logo is sized appropriately!

Personalize the offer! Keep details

concise – 2-3 sentences!

Keep terms consistent across all wallet types!

§  Defined sections allow for scrolling and unlimited content

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Assign a unique barcode ID to track

redemption!

Google Wallet loyalty card template!

Include retailer name and offer!

Make sure logo is sized appropriately! Include store

information and hours!

Put important information like exclusive offers in the “Messages” field!

Place information about the loyalty program at the end!

§  Loyalty template is similar to offers

Apple’s Passbook

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Passbook offer!

Logo should be in header image!

Designed strip image is ideal!

Assign labels for name and expiration date !

Deliver lock screen notifications to consumers!

Include information like: !•  Location of

favorite store!•  Phone number!•  Store hours!

Assign a unique barcode ID to track

redemption!

Terms and conditions located beneath all company information!

§  Flexible front and back template design

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Passbook loyalty card!

Keep loyalty balance above the fold for

easy viewing!

Dedicate label value to showcase loyalty program join date!

Deliver lock screen notifications to consumers!

Include information like: !•  Location of

favorite store!•  Phone number!•  Store hours!

Feature unique loyalty ID beneath

barcode!

Terms and conditions located beneath all company information!

§  Personalize with name, points, and even colors for loyalty tiers

Mobile Web Fallback

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Mobile Web landing page design!

§  To save time, leverage design from Passbook template

Include a barcode!

Reuse Passbook strip image for consistent branding experience !

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Wallet Manager makes it easy to manage content across both!

Google Wallet! Apple’s Passbook!

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Building blocks of success!

Activation Strategy A!B!

C!D!E!

Distribution

Creative Tips

Engagement

iBeacons & Location

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Mobile wallet content can be distributed across many channels!

Use multiple channels to distribute wallet content!

Text

Mobile Ads

Apps / Push

Email

Web

Direct mail

Social

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Preferred method for receiving mobile wallet content

Email 46%

20% 19% 11% 4%

Text message from the retailer

App from the retailer

Direct mail Mobile banner advertisement

Base: Total n=1,000

Email and text are preferred methods !

Source: Vibes 2013 mobile consumer survey – July 2013

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Email is one of the easiest channels to activate with wallet!

Desktop email

Mobile email

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For text, leverage device-aware, trackable, shortened URL !

Other

Google Wallet

Apple Passbook

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Building blocks of success!

Activation Strategy A!B!

C!D!E!

Distribution

Creative Tips

Engagement

iBeacons & Location

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Mobile wallets offer “push like” notifications to engage users!

App Push Notification Mobile Wallet Notification

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Google Wallet notifications!

Google Wallet

§  Notifications sent when:

-  Enter geo-fence or

-  Expiration date near

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Passbook notifications!

§  Passbook gives the marketer an option to trigger notifications when content changes

§  The message is controlled by the pass creator

§  Notifications sent to lock screen

Apple’s Passbook

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We shared a lot of information today!!

Activation Strategy A!B!

C!D!E!

Distribution

Creative Tips

Engagement

iBeacons & Location

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Here is our recap of the most important points…!

About mobile wallet marketing

ABCs of Passbook and Google Wallet

Mobile wallet checklist

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©2014 Vibes All rights reserved. Confidential

Mobile wallet activation checklist!

Determine wallet use cases for your business

Follow design best practices for each wallet type

Promote your mobile wallet content through multiple channels – email and SMS for starters

Leverage location-based triggers to drive engagement

Deliver an experience for all smartphones

AND

Think holistically about mobile wallet…

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Think holistically: creating the content is just the beginning!

1. Create!

2. Distribute!

3. Manage!4. Measure!

5. Optimize!

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Get the Mobile Wallet Handbook!

www.vibes.com/handbook

ABCs of Passbook and Google Wallet Activation Tips, Beacons & Creative Design Tips FEBRUARY 6, 2014!

Julie Novack, SVP, Mobile Solutions, Vibes @JulieRothNovack!Mark Tack, VP of Marketing, Vibes @MarkTack!

#MobileWallet!