how to launch a event ticketing sales business on mobile [part 1 - mobile strategy]
DESCRIPTION
Rocket fuel for aspiring mobile marketersTRANSCRIPT
HOW TO LAUNCH A EVENT TICKETING SALES
BUSINESS ON MOBILE ROCKET FUEL FOR
ASPIRING MOBILE MARKETERS
@FLEPHDOTCOM
MOBILE STRATEGY SECTION TWO
WHAT IS A MOBILE STRATEGY?
SO…
STRATEGY OVERVIEW
WE HAVE IDENTIFIED A GAP IN THE MARKET FOR A MOBILE BASED EVENT TICKETING SERVICE
THE APPROACH WE WILL USE IN ORDER TO ACHIEVE OUR OBJECTIVE
CONTEXT
GOAL
DEPLOY A COMMERCE ENABLED MOBILE PLATFORM THAT CONVEYS RELEVANT VALUE PROPOSITIONS TO EACH CUSTOMER
(AND SEAMLESSLY) ACROSS EVERY MOBILE DEVICE BY 1 FEBRUARY 2014
TO BE THE LEADING MOBILE TICKETING BUSINESS IN OUR MARKET
OBJECTIVE
WHAT IS OUR COMPETITIVE ADVANTAGE?
CONSIDERATION #1
THE BRAND
THE CUSTOMER
COMPETITIVE ADVANTAGE
THE
COMPETITION
A
A = THE VALUE THAT WE CREATE THAT IS DIFFERENT FROM THE COMPETITION
HOW WILL WE DIFFERENTIATE OUR BRAND AND OUR VALUE PROPOSITION?
CONSIDERATION #2
HOW WILL WE DIFFERENTIATE OUR VALUE PROPOSITION ON MOBILE?
OPTIMISED UX
AGGREGATED CONTENT
RELEVANT PROPOSITIONS
REWARDS, DISCOUNTS, etc
QUICK, SNAPPY PURCHASES
CONTENT SUBSCRIPTIONS
CONVERSION TACTICS
BRAND DIFFERENTIATION STRATEGIES
0%
20%
40%
60%
80%
Mark
et Pe
netr
ation
CONTENT DIFFERENTIATION
INNOVATION DIIFFERENTIATION
PRICE/QUALITY DIFFERENTIATION
MEDIA DIFFERENTIATION
CUSTOMER SERVICE DIFFERENTIATION
Market Maturity
WHAT MEDIA WILL WE USE TO MARKET OUR PROPOSITION?
CONSIDERATION #3
STRATEGY CONSIDERATION
AUDIENCES OFTEN HAVE A HIGHER PROPENSITY TO CONVERT WHEN BRANDS ENGAGE WITH CONSUMERS
THROUGH CONVERGING MEDIA CHANNELS
WHAT MEDIA WILL WE USE TO MARKET?
INSIGHT
MAKING SENSE OF MEDIA
BOUGHT OWNED EARNED
THE MEDIA SPECTRUM
MOBILE ADVERTISING
TV
RADIO
MOBISITE MOBILE APP SOCIAL MEDIA
1. THE OBJECTIVE
CHOOSING THE RIGHT MEDIA
2. TARGET AUDIENCE
CHOOSING THE RIGHT MEDIA
TARGET AUDIENCE
DEMOGRAPHICS
PSYCHOGRAPHICS
AGE GENDER
EDUCATION INCOME
OCCUPATION LOCATION
MARITAL STATUS
GOALS AND AMBITIONS WANTS. NEEDS, MOTIVATIONS HOPES, DREAMS, ASPIRATIONS
FEARS, DOUBTS, WORRIES :: PROBLEMS TO BE SOLVED ::
3. THE MESSAGE
CHOOSING THE RIGHT MEDIA
BUYING TICKETS VIA MOBILE SAVES CUSTOMERS
TIME AND MONEY
MESSAGING STRATEGY OVERVIEW
BRAND BELIEF
BRAND MESSAGE
BRAND BEHAVIOUR
CUSTOMER OBSESSIVE MOBILE TICKETING SOLUTIONS
QUICK AND AFFORDABLE EVENT TICKETS
AT YOUR FINGER TIPS
4. THE FREQUENCY
CHOOSING THE RIGHT MEDIA
5. THE BUDGET
CHOOSING THE RIGHT MEDIA
WHAT EXACTLY IS MEDIA CONVERGENCE THEN?
SO…
MEDIA CONVERGENCE IS THE PROPENSITY FOR DIFFERENT MEDIA TO EVOLVE
TOWARDS PERFORMING SIMILAR TASKS
MEDIA CONVERGENCE IN A NUTSHELL
SO WHAT?
THE PURPOSE OF ADVERTISING
GIVE CONSUMERS A REASON TO BUY FROM YOU
AND NOT YOUR COMPETITOR
TO PERSUADE THE MARKET TO DO BUSINESS WITH YOU
INSIGHT
DIGITAL WATERMARKING INTEGRATING MOBILE WITH TRADITIONAL MEDIA
INTERACTIVE PRINT INTEGRATING MOBILE WITH TRADITIONAL MEDIA
MOBILE STRATEGY • THE RELATIONSHIP BETWEEN GOALS AND OBJECTIVES • HOW TO DEFINE AND CREATE A COMPETITIVE ADVANTAGE • HOW TO DIFFERENTIATE A BRAND • THE THREE TYPES OF DIGITAL MEDIA • HOW TO CHOOSE THE RIGHT MEDIA FOR ADVERTISING • HOW TO DEFINE A KILLER BRAN D ADVERTISING MESSAGE • HOW TO USE MEDIA CONVERGENCE
SECTION ONE – WHAT HAVE WE LEARNT