This document discusses mobile marketing and provides examples of successful mobile marketing campaigns. It outlines key insights into consumer mobile usage patterns and provides tips for developing an effective mobile marketing strategy. Specifically, it presents case studies of mobile marketing campaigns by Smirnoff and Covergirl that achieved high brand recall, acquisition costs under $1 per customer, and sales increases from mobile coupons. It emphasizes getting consumers to opt-in to mobile communications and continuing conversations across channels in an integrated mobile strategy.

2. Overview
• Intro to who we are and what we do....
• The value of mobile marketing
• Case studies
• Key tips for planning mobile marketing
strategy

3. A Mobile Marketing Agency
We make BIG ideas work on little screens
We embrace tomorrows technology today
Technology meets strategy meets creative

4. “Create engagement & build relationships”

5. • Brand recall extremely high - with survey
results as high as 51%, with 96%
remembering the call-to-action
• Acquisition costs are much cheaper than
other mediums
30c - $1.00
• Results are instantly traceable
• Makes other mediums more accountable

6. • 10% of women have used their phone to check their make up
(via their camera)
• Women over 30 are the 2nd highest users of mobile games
(brainteasers)
• Highest accessed mobile content by both male and females is
the weather
• 56% of mobile web users are male and 44% are female

7. MOBILE MARKETING IN ACTION

9. Smirnoff secret party
• A secret party targeting 18 – 30 yr olds
• SMS to win competition to drive a database
• Mobile treasure hunt around the city to find tickets
• GPS tracking system....
• Mobile website
• Banner advertising (3.6% CTR from Bigpond)

10. In-store competition aimed at 40 + females.
Online and sms entry over 200,000 entries.
25 % opt-in rate for mobile communications
Coupon offer had a 19% uptake with a 10%
increase in sales.

11. Cover girl mobile marketing
strategy
1) Strong mobile site
2) A mobile CRM program
3) Text-to-sample program
4) Integration with other marketing activities

12. Mobile site
1) 1-2% CTR from
banner advertising
2) Video tips section
3) Color match
section
4) Join the CG VIP
mobile club

13. Cover Girl VIP Club
1) Text 3 times per
month
2) Offers
3) Tips and tricks
4) New product
launches
5) Samples

14. Text for Sample
- In print CTA
- Samples were gone within hrs
- Seeded throughout twitter and “free stuff”
websites

15. Integration with marketing plan
• Strong CTA on all print
• Input your mobile number on the website
• Leverage relationship with Americas next top
model using an sms to win comp
– TVC
– Print
– Online
– Mobile website (simple text to enter)

16. Key tips for planning a mobile
strategy
• Get consumers to opt-in for mobile via your
site and at events etc
• Ensure you have a “continue the conversation
plan”
• Understand your consumers mobile habits
• Consider how to get people to a mobile site
before you develop the site

17. “Mobile is no longer innovation”
Lara Green, Digital Marketing
Manager, CoverGirl and Max Factor (P&G)