This document discusses using Apple Passbook for mobile marketing. It begins with an introduction and objectives of increasing knowledge of Passbook and how companies can use it for marketing. It then discusses what Passbook is, comparing it to a physical wallet. Examples are given of how Passbook could be used in different industries like travel, food/beverage and retail. The document outlines the process of creating, distributing and managing passes. It stresses collecting customer data and providing enhanced experiences. Process mapping is presented as a way to plan Passbook campaigns with the goal of driving offline sales and understanding customer behavior.

1. Paul Tomes - Founder, CEO PassKit
Art Lee - CEO Internet Marketing Coach
MOBILE MARKETING
W/APPLE PASSBOOK
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2. OBJECTIVES
INCREASE YOUR KNOWLEDGE
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‣ 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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3. DEBUNKING APPLE PASSBOOK
WHAT IS PASSBOOK
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4. 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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5. WHAT IS PASSBOOK
DEFINITION OF THE ELECTRONIC WALLET
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Digital/Electronic
Wallet
Electronic 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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6. WHAT IS PASSBOOK
ELECTRONIC WALLET ECOSYSTEM
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‣ content creator
‣ merchant
‣ the wallet
‣ wallet content
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7. WHAT IS PASSBOOK
WORLD OF THE ELECTRONIC WALLET
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OPEN CLOSED
Install
Startups
Trust
No install
Inherent
Trust
Cloud
SIM based
Client side
authenticate
Specific to
channel
i.e. Google
Wallet
Native
3rd
Party
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8. WHAT IS PASSBOOK
WHERE DOES PASSBOOK LIVE?
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9. INDUSTRY SPECIFIC CASE STUDIES
HOW IS PASSBOOK USED
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10. INDUSTRY SPECIFIC CASE STUDIES
TRAVEL EXPERIENCE
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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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11. INDUSTRY SPECIFIC CASE STUDIES
FOOD & BEVERAGE EXPERIENCE
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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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12. INDUSTRY SPECIFIC CASE STUDIES
RETAIL EXPERIENCE
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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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13. 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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14. INDUSTRY SPECIFIC CASE STUDIES
IS THIS FOR EVERYONE?
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15. VISUALIZING THE PROCESS
PROCESS MAPPING
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16. 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 activity
3. Gain an increased understanding of customer behaviors
4. Provide an enhanced customer experience
5. Increase convenience to your business
6. Lower marketing costs and increase effectiveness
7. Increase overall sales
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17. VISUALIZING THE PROCESS
Process
Name
Time flows
from left to
right
Show activities
and system
interaction
“Swimlanes”
top to
bottom
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18. 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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19. 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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20. VISUALIZING THE PROCESS
Show activities
and system
interaction
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21. VISUALIZING THE PROCESS
Time flows
from left to
right
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22. CREATE LOYALTY PASS & COUPON
CREATING YOUR OWN
PASS
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23. Q&A
MOBILE MARKETING WITH APPLE PASSBOOK 23
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24. Q&A
LEARN MORE
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