katarzyna dyznarowska konrad kalbarczyk. not so far from finland, is a beautiful country... poland!...

Katarzyna Dyznarowska

Konrad Kalbarczyk

Not so far from Finland, is a beautiful country... Poland!

WARSAW UNIVERSITY MAIN TOPICSOMPOLAND LIBRARY

Some information about Poland

Country’s full name: The Republic of Poland

Language: Polish

Population: 38,132 mln in the year 2006

Capital city: Warsaw – 2,5 mln citizens

Main religion: Roman Catholic

Territory:

• Total area of the country - 312,685 km2 • Territorial sea - 8,7 thousands km2

• 9th country in Europe and 63rd in the World

Monetary unit / Currency: 1 złoty (gold)= 100 groszy

The member of: • The European Union (EU)• North Atlantic Treaty Organization (NATO)• United Nations (UN)


Some information about Warsaw

Inhabitants with suburbs: 2,5 million

Structure: 18 districts

Greenery: 24% of the city’s area

Number of business: 254.362 (98,5 % private)

State universities and academies: 13 (150.000 students)

Private high schools: 55 (200.000 students)

Warsaw from many perspectives:

Tourist attractions Modern Warsaw Green Warsaw


Some tourist attractions

The Royal Palace The Old Town

The Barbican The Presidental Palace


Modern Warsaw

Warsaw’s Subway Commerce Center

City Center Business Center


Green Warsaw

Lazienki Park Saski Garden

Wilanow Park Orangery


Basic information about Warsaw University

Established: November 19, 1816

Type: Public

Rector: Professor Katarzyna Chałasińska-Macukow

Staff: 5531

Students: ca. 57000 (ca. 2300 Doctoral students)

Faculties: 18 and 30 other units

Website: www.uw.edu.pl


Warsaw University Library (BUW)

Founded: 1817

Library holdings: 2 815 460 vol – one of the three largest collections of scholary books in Poland

New modern building: 1999

Additional: Worth to visit it not only because of great books but also because of a garden on the roof with a beautiful view on the Vistula river

Website: www.buw.uw.edu.pl


Information about School of Management

Established: 1972 in Warsaw

Type: Faculty of Warsaw University

Dean: Professor Alojzy Z. Nowak

Staff: 12 full professors, 3 associate professors, 17 people with a higher doctorate

Students: ca. 5700

Additional: The oldest management faculty in Central Europe

Website: www.wz.uw.edu.pl


MOBILE MARKETING

Introduction video

Introduction: What is Mobile Marketing?

Mobile Marketing is the use of the mobile medium

as a communications and entertainment channel

between a brand and end-users.

It is the only one personal channel enabling

spontaneous, direct, interactive and targeted

communications at any time and at any place.

INTRODUCTION MAIN TOOLS MEASURING SUMMARYEXAMPLESLAUNCHING

Introduction: Ways of using Mobile Marketing

• Loyalty building

• Sales promotion tool

• Product launch

• Brand awareness building

• Direct marketing

• Time and location specific offers

• Redemption and couponing mechanism

• Additional stream for information services

• Channel for delivering ringtones, graphics etc.


Introduction: M-Marketing communication ways

• SMS - Short Message Services (text)

• MMS - Multimedia Messaging Services (combining text

with graphics and sound)

• WAP - Wireless Application Protocol (mobile internet)

• 3G - Third Generation (full multimedia services)


Launching: Be well prepared

“Half the money I spend on advertising is wasted;

the trouble is I don't know which half.”

John Wanamaker (1838 - 1922)

US department store merchant


Launching: How to start?

1. Set measurable strategic goals.

2. Decide what approach will speak to the customer?

3. Integrate your M-Marketing campaign with the rest of

your marketing activities.

4. Pass to a technological level of the campaign.


Launching: Technological level – 5 critical issues

1. Who will prepare it?

Our company vs. Partner - company

2. The phone number

Purchase vs. Hire

3. Agreement with operators

Services connected to the number

4. Plan

What information do you want to be collected?

5. The price • SMS for free• Normal SMS price• Premium – rate SMS


Launching: The target group data collecting

• The External Data Base

• The Internal Data Base

• Internet Platforms: enable consumers a

communication with their favorites brands. After a

registration process a new user is added into the

database of suitable brand. From this time he or she

receives SMS/MMS with news, coupons, games and ring

tones connected with a chosen brand. E.g.

www.smailme.pl.


Main tools: Push and pull actions definitions

Push action: the consumer does not request

the product or information to be delivered; it

is "pushed at" the end-user by promotion.

The customer is passive.

Pull action: the consumer requests the product

or information and "pulls" it through the

delivery channel. The customer is active.

Reaction via mobile is expected.


Main tools: Push actions (B2C)

• SMS & MMS advertisement: messages are sent to

the target group taken from a proper data base.

• The advertisement in new mobiles: video clips or

graphics with adds in new mobile phones.

• Mobile Media Sponsoring: customers receive on

their mobiles different kind of information services with

a logo of a sponsor.


Main tools: Pull actions (C2B)

• On-pack promotion: customer can send a unique

code from a label and get a response message about

prizes.

• Loyalty Programs: customer sends SMS with a code

of bought product and collect points. Then points can

be changed into rewards.

• Vote & Quiz: it enables to increase awareness of a

brand and collect valuable information.

• Games, graphics & sounds: customer can download

gadgets connected with a brand.


Main tools: Mixed push & pull actions

• Mobile coupons : consumers can receive coupons

and vouchers on their mobiles that display barcodes or

numeric codes and change them for prizes and

discounts offers in outlets.

• Text-to-Win: customer receives a message with an

information about a competition and prizes. He or she

can reply and join. Useful for a direct marketing.


Main tools: M-marketing & entertainment

• moBlog: customers send pictures/audio/video from their mobile phones to publish it on a web-page. Facts: during first 5 weeks of existing moBlog in Poland, it has been visited by over 100 000 people. Users created 9000 individual moBlogs and send over 6000 MMS!

• WAP

• Mobile Radio

• Mobile TV


Measuring: Key methods

• Impression rate: Opened and read messages. The average rate is 95%.

• Reaction rate: Answered messages. The average rate is 15% compared to 5% from emails, 2% from direct mail and 0,5% from printed advertising.

• Word-of-mouth rate: Messages forwarded to others. The average rate is 7%.

• Coupons redemption rate: Coupons used in stores. The average rate is 80%.

• Brand recall rate: Brand identity within the target group. The average rate is 65%.

Source: Enpocket Media Monitor


Example: Silver Screen

Place: Warsaw, Poland

Purpose: to encourage potential customers to use

cinema’s services

M-Marketing tool: mobile coupons

Way: SMS messages with a discount coupon sent to

potential customers

Results:

• on 539 sent coupons, 196 were used

• The response rate was 36%

• 80% of people declared that they came to the cinema because of recieved coupons


Example: Kit-Kat’s

Place: Great Britain

Purpose: to increase brand awareness

M-Marketing tool: text-to-win

Way: SMS’es with a competition question sent twice before

a Kit Kat’s TV commercial. Person who watched the

commercial and sent SMS with a correct answer had a

chance to win a prize

Results:

• 8% men i 6% women from the target group replied

• the response rate was 7,8%


Example: Cadbury

Place: Poland

Purpose: to increase sales and brand identity, to collect

data about chocolate consumption habits

M-Marketing tool: on-pack promotion

Way: on 65 mln packages was placed information

encouraging to send SMS and join a competition.

Customer received return SMS with information about

prizes.

Results:

• over 5 millions SMS’es were sent by customers

• the turnover of Cadbury’s Group raised by 21%


Summary: The advertisements comparision


spots billboard e-mailing direct mailing m-marketing

Receiver selection

Very small SmallBig

selectionBig selection Big selection

Level of reaching receiver

Low (hopping)

Low (short

contact)

Medium(spam

protection)

Low (throwing away without reading)

Very High (95% of

messages is read)

Where is it available?

At homeOn

streets

At home and

in the officeAt home Everywhere

Possibility of recording

and recollection

Sometimes recording

NonePrinting or

savingSaving

Saving and remember

(message is short)

Summary: Facts

• 40% of brands have already deployed text messaging

(SMS) campaigns

• 18% of brands have deployed multimedia messaging

(MMS) campaigns.

• 89% of major brands planning to market via mobile

phones by 2008

• 52% of brands planning to spend up to 25% of

marketing budget on mobile marketng

Source: Airwide Solutions


Summary video

THANK YOU FOR YOUR ATTENTION

ANY QUESTIONS?

katarzyna dyznarowska konrad kalbarczyk. not so far from finland, is a beautiful country... poland!...

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beautiful country

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