mobile marketing with apple passbook
TRANSCRIPT
Paul Tomes - Founder, CEO PassKitArt Lee - CEO Internet Marketing Coach
MOBILE MARKETING W/APPLE PASSBOOK
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OBJECTIVES
INCREASE YOUR KNOWLEDGE 2
‣ Travel, Food & Beverage, Retail Successful use of Apple Passbook to quickly market with increased effectiveness to their customers
‣ Simple Marketing Campaigns Promote an electronic loyalty program pass & a coupon. Quickly deliver marketing messages targeting your customer preferences
‣ Develop & Deploy
Process mapping to deliver a beautiful user experience and fully integrated marketing campaign
‣Design & Issue
Customized Passbook Pass!
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WHAT IS PASSBOOK
LEATHER WALLET
‣ Invented in late 1600’s after paper currency was introduced‣ Content: Currency, credit card, identification cards, store valued cards,
membership cards, business cards, notes, receipts
‣Shift already moving to electronic
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WHAT IS PASSBOOK
DEFINITION OF THE ELECTRONIC WALLET5
Digital/Electronic WalletElectronic device that allows individuals to make electronic transactions (not always currency, i.e. coupons, tickets, reward points
Online/Virtual Wallet
Program or web service that allows users to store and control online shopping information details in one place (login info, password, address, credit card) - i.e. Google Wallet, PayPayl
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WHAT IS PASSBOOK
ELECTRONIC WALLET ECOSYSTEM6
‣ content creator
‣ merchant
‣ the wallet
‣ wallet content
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WHAT IS PASSBOOK
WORLD OF THE ELECTRONIC WALLET7
OPEN CLOSED
InstallStartupsTrust
No installInherentTrustCloud
SIM basedClient sideauthenticate
Specific to channeli.e. GoogleWallet
Native
3rd Party
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INDUSTRY SPECIFIC CASE STUDIES
TRAVEL EXPERIENCE10
CREATE‣ Developer or
via Application (i.e. PassKit)
DISTRIBUTE‣ From App,
email. text message, etc.
MANAGE‣ Update boarding information (gate change, boarding time, etc.)
‣ Confirmation of check in before and after boarding
‣ Track miles for Airline Miles program
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INDUSTRY SPECIFIC CASE STUDIES
FOOD & BEVERAGE EXPERIENCE11
CREATE‣ Developer or
via Application (i.e. PassKit)
DISTRIBUTE‣ QR Scan,
email, text message, etc.
MANAGE‣ Lock Screen message reminder of unredeemed coupons, store valued cards, events
‣ Track points & stored value, communicate rewards, promote sales (Buy 5 get 1 free)
‣ Track user preferences (what they like, when they visit)
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INDUSTRY SPECIFIC CASE STUDIES
RETAIL EXPERIENCE12
CREATE‣ Developer or
via Application (i.e. PassKit)
DISTRIBUTE‣ Store App,
email, text message, QR code
MANAGE‣ Track & analyze stored user data, redemption behavior
‣ Manage customer information (reward points, preferences)
‣ Lock screen messages to encourage visit
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INDUSTRY SPECIFIC CASE STUDIES
SUMMARY OF FEATURES BEING USED
Location Based Services to serve Lock Screen Messages
Enhanced marketing with location + customer data
Integration with Mobile Apps to serve paperless content
Track & Analyze customer data
Additional data from redemption behavior of pass
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VISUALIZING THE PROCESS
WHAT ARE YOUR OBJECTIVES?
1. Drive more customers online to offline (in-person) 2. Increase the time to market to incite customer activity3. Gain an increased understanding of customer behaviors4. Provide an enhanced customer experience5. Increase convenience to your business6. Lower marketing costs and increase effectiveness7. Increase overall sales
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VISUALIZING THE PROCESS
Process Name
Time flows from left to
right
Show activities and system interaction
“Swimlanes” top to bottom
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VISUALIZING THE PROCESS
Process Name
‣ Process name aligns to objective‣ Map each of your processes
‣ Create‣ Distribute‣ Use / Manage
‣ Good way to start‣ SIPOC
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VISUALIZING THE PROCESS
‣ Use rational groups for each swimlane; eg‣ Customers‣ Client oriented staff‣ Back office staff‣ Databases‣ Assets
‣ Crossing a swimlane means some form of interaction‣ How will the interaction happen
“Swimlanes” top to bottom
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