Our deck summarises how to use Smartphone Applications as part of the marketing mix of your brand. Smartphones and apps are increasingly dominating not just the digital but the whole communication landscape. But this marketing channel is so different from the regular ones that it requires a totally unique approach Know-how and best practices are still under development for this channel We, at ARworks, with the experience of more than 80 different apps for international brands collected our learnings on the following slides. www.arworks.com

1. How brands should use
smartphones and apps
in their communication?
A step by step guide from ARworks
Sab Budahazy
szbudahazy@arworks.com
www.arworks.com

2. Introduction
• Smartphones and apps are increasingly
dominating not just the digital but the whole
communication landscape.
• This marketing channel is so different from
the regular ones that it requires a totally
unique approach
• Know-how and best practices are still under
development for this channel
• We, at ARworks, with the experience of
more than 80 different apps for international
brands collected our learnings on the
following slides.
ENJOY 

3. Mobile rules
• TV, Print, Web, Radio – all of them are migrating
their content to Mobile
• Facebook – more then 50% of the visits are from
Mobile

4. Mobile grows
Mobile is maturing, with key factors reaching
considerable – however yet not final – level.
– Smartphone penetration,
– Device hardware strength,
– Mobile bandwidth and
– App use daily hours by users
is all time high

5. Reasons to go mobile
This is the most
• Interactive
• Intimate
• Engaging
• Efficient
marketing channel
So you cannot afford not to go

6. Differences and advantages

7. Differences
• Use of smartphones and apps as a marketing channel –
because of their special characteristics – is totally different from
what you know and experienced before with other channels -
TV, Print, Web, Outdoor, Event
• So it needs to be tackled in a totally different way

8. Mobile Advantages
• It’s a dialogue
– TV, Print, Outdoor are one way channels – your message is a
monolog. There is no chance for the customer to actively connect
to it, react to it. They just watch and hear.
• Anytime-anywhere
– My smartphone is always, 24/7 with me, so I could be reached
theoretically anytime with it.
• Rich interactivity
– With its screen, loudspeakers, camera, wifi and 3G and the actual
computer in it – there is no limit for interaction
• Intimacy
– My phone and my apps are my personal assets – I own the apps,
and what’s inside. So, anybody on it, is very important for me.
• Sharing
– Using Social Channels are the easiest – really just one click – and
all of them are on Mobile (Facebook, Twitter, Instagram, Vine, etc)

9. Mobile Challenges
• Customers’ Effort
– A lot more effort has to be made to get and use an app compared to
other channels – download it, remember for it, use it. But once you have
this – nothing compares
• Value is a must
– Some kind of takeaway has to be in the app – otherwise customers will
not use it
• Limited Screen size
– Content has to be selected, minimized, focused
• User’s control of the content
– Your target group decides what they want to see and ready to accept.
Contact is planned – any forced, not wanted info is disturbing

10. The use situation
• This is one of the biggest advantages of Mobile
• Ordinary communication channels reach customers at limited, given, allocated times
during the day – when they watch TV, read a print or surf the web at their desk. This
is (probably) not the time when they use or think about the product – or when they
need it.
• Since Mobile could be used anytime, anywhere, its content can be much more
strongly connected to this actual situation:
– Searching for the product (or in the product category)
– Making the purchase decision for the product category
– Purchasing the product
– Using the product
• Like kitchen and cooking, sports, hobbies, friends, family events, etc.
+1 Apps are also perfect for documenting, sharing the actual situation

11. The Touchscreen
• Compared to PC and Laptops, Smartphones and Tablets, with
their touch screen interface, have a much more natural feeling
of interaction.
• This gives us the possibility to give the customers a much
closer feel of the product – if its on the screen of my
Smartphone, I’m nearly already holding it.
• This is also a great advantage
with certain target groups
not that familiar with the
PC/Monitor/Mouse system.
– Children
– The Elderly

12. Targeting
Filtering, selecting, changing the app’s content for
selected user groups is simple
• Country targeting
• Language targeting
• Religion targeting
• Culture targeting
• Age targeting
is never been easier.

13. Reaching hidden customers
• There are more and more people, who do not watch
TV, read magazines or use PC for personal, not work
related purposes.
• They can be still reached through their Smartphones

14. Summary of differences
TV PRINT OUTDOOR EVENT DIGITAL Mobile
Reach High Medium High Low High High
Interactivity Low Low Low High High High
24/7 Low Low Medium Limited Low Best
Engagement Medium Low Low High Medium High
Cost/reach Low Low Low High Low Low
Communication One way One way One way Two way Two way Two way
Content
richness
High Low Low High High High

15. Branded Mobile Content options
There are various ways to be on Mobile

16. Formats
• Mobile Apps
– Installed software performing a task on the device. Apps can be accessed
anytime and can make use all of the functions, features, sensors of the phone.
• Mobile Optimized Web Pages – Web Apps
– Web pages stored on a server and opened through the browser app of the
Mobile (Chrome, Safari, etc). They are specially designed web pages looking like
apps.
– They cannot use the sensors, special features of the device – camera, GPS, rich
media, etc. And they are usually working only on-line
• Mobile Advertising
– Content appearing
within other apps/web pages
• Full screen ads
• Banner ads

17. Formats on Mobile
Apps Web Apps
Flexibility High Low
File size High Low
Use of Sensors, Camera, etc Full Very limited
Ideal use of area Rich content, rich
interaction
Text, photo, catalogue – slideshow,
forms
Off/on line Off-line operation Only On-line
Up-grading, refreshing Complex Easy

18. Apps Role in General
Apple Store and Google Play both have
approx. 1.2 M available Apps.

19. Apps’ role for customers
• Apps are not one way info sharing instruments (like TV, Print,
Outdoor) – they are valuable tools helping product/brand
understanding or product/brand related activities.
• They should help your customers in their daily lives – not just
push them to buy your product.
• Apps are
– Assistants: they are the customers’ help for the product or
activity
– They are the Suisse knife of your brand – customers should
turn to them when they need help in connection with your
product/use situation
• Apps are forever – make them right, and people will keep it on
their phones, use it continuously.

20. Apps’ role for customers
• Customers are not looking for your TV/Print/Outdoor ad – they
run accidently into them
• Customers go to your Website when they need info
• Customers go to your (or stop by) at your Event when they’re
interested
• Customers go to your Apps when they want to interact –
when the product or the connected activity is on their mind

21. Apps on the Phone
Apps are the most important
digital roads to the customers.
Customers have 1-2 apps on their phones
for each of their interest, activity (except games).
If yours will be the one, connected to your product’s activity
you win a spot on your customers home screen.
Forever.

22. Apps’ role for products
Apps could help customers to
your product
Learn more about
Remember better to
Buy more often
Use more regularly

23. App’s role in communication

24. Direct-indirect Apps
• Direct Apps
– Apps connected directly to your product
like mobile brochures, tutorials
• Indirect Apps
– Situation/activity connected Apps –
serving any aspect of the situation your
product is used
– Target group connected Apps – serving
your target group in any way
– Sponsored theme, sport, event, topic
connected Apps

25. Indirect Apps - Sponsoring
• Sponsored sports
– World cup
– Olympic
• Sponsored music
– Concerts
– Musicians
• Sponsored event
– Fashion Show
– Festival
• …

26. App Taxonomy

27. Values of Apps
So again, Apps can give brand experiences to customers
not possible with other channels, because they are:
• Interactive
• Accessible anytime, anywhere
• Multimedia rich
– Animated 3D, 360 video
• Aware where your customer is
– GPS, iBeacon
• Connected all the time
• Acting as a camera
• Equipped with sensors

28. Brand/Product App types
• Loyalty apps
– Being an interactive, front end interface of loyalty programs – instead of a simple card, showing
the customer’s name, account details, points and product-offers can be easily presented
• Retail apps
– Helping purchase with price info, announcing promotions
• Campaign apps
– Connected to campaigns – using the same lay-out and messages and at the same time profiting
from the key advantages of Mobile. It can be an interactive, useful, 24/7 version of the campaign
• Catalogues
– Product info with versions, options, ingredients
• Product Tools
– Useful Apps connected to the product, the use activity, the situation or the target group
• Tutorials
– Tell and Show how to use the product – text, images, videos, 3D animations, voiceovers
• POS, In-Store apps
– Connected to the shopping situation
• Games
• Activation Apps
– In-Store, Event, Sponsoring, Promotional solutions acting as a program on an activation

29. App Content
Apps can add any type of multimedia information, by being a:
• Product enhancement
– Info on usage
– About Ingredients
– Tutorial
• Ad enhancement
– Shop or participate immediately in a prize draw when seeing the ad with
your Mobile (TV, Print, Outdoor)
• Location enhancement
– In the shop
– At the product shelf
– At the point of use

30. What kind of app my brand needs?

31. What App – the simple way
How to find out, what kind of App my brand needs?
• Put a mobile phone on the product!
What would be the content, you want to show on it – or what
does the customer want to see on it?
• Is there anything special your customers think about, when or
before they are using your product? Connect the app to that!
• Check what kind of apps are there already in the App Store,
connected to your sponsored sport, your product category, your
typical customer, to the need your product satisfies
– Learn from them
– Make your own one – communicate it better

32. What App – the analytical way
What kind of Mobile content I should make?
This depends on the
– Product type, category
– Need the product satisfies
– Function the product performs
– Situation the product is used in
• How an app can solve the same problem or answer the same need.
– Target group, the customer – their interests, habits.
– Brand – linked to any sport, emotion, value, etc.

33. Apps’ Key content

34. The 2 most important thing
Your App has to have at least two key content elements,
which answers the following two questions:
• Why do the customers download it?
– Add Exclusive content
• Information/multimedia content only available through the App
• Promotional offers
• Why would they use it regularly?
– Strong Functional content solving a need, a problem
– Entertaining content
– Social content

35. App general content
Above these two – there are other elements, which
are generally part of an app
• Exclusive
– Something only available for the app users – a song
from your sponsored singer or a special promotion
• Functional
– A useful menu point, which solves a daily problem
• Entertaining
– Something fun – like a game
• Product related
– Info about the product – just in case
• Social Integration
– Branded content prepared by the app (a photo
collage) to share
– Refreshed
• By the brand
• By the user
• Registration
– To send targeted offers
Tool function
Special offer
Game
Catalogue
Share
Register

36. Developing an App

37. The process
The development of an app includes the following steps:
• Concept
• Wireframe
• Specification
• Design
• Programming
• Beta version
• Testing
• Final version
• Upload
It can be done within 4-8 weeks

38. App Marketing
The missing element

39. The 3rd important issue
Above the already mentioned 2 key questions
(1) Why do they download it?
(2) Why would they use it regularly?,
the last important question which has to be answered for
the success of the app:
(3) How they know about it?
Apps has to be communicated

40. How they know about it?
Apps have to be communicated at the right places, through
efficient channels with appropriate content. Interest should be
raised with giving some insight with app screenshots, screen
capture videos, etc
• On TV
– Tag with the App icon
• On print ads
– Showing the App icon, name, screenshots
• On the Website
– Link to the App Store, screen captures
• Banner campaign
– Direct Link to App Store/Google Play, videos, etc
• In-Store
– On the product, on the shelves

41. How to use the App for
communication?

42. How to use the App?
So your App is on the smartphone of your potential
customers and they are using it regularly. What’s next?
• Send out Push notifications on your promotions, new
products, etc
• Change content with
– New products
– Special offers
– Invitations for an events
• Add New Menu points
• Add New Features

43. Managing the app
• It’s a continuous, digital dialog with your customers
• Apps need regular content management, because user-customers have
access to them all time – and they want to have the newest, latest of your
brand!
• Its like your App is standing in the living room of your customer and can talk
to her anytime

44. Next Gen Mobile Technologies

45. Next Gen Mobile Tech
• Today
– Augmented Reality
– iBeacon – indoor navigation
– 360 videos
– 3D models and animation
• Tomorrow
– Same-place multi-user apps – “apping” together
– Health, fitness apps, wearable's are coming

46. Mobile Analytics

47. How to measure apps?
• With Apps you can measure everything
• Any kind of statistical data can be gained
– Downloads
– Use of individual app functions
– Frequency, length, time
– Actual location of use
– etc
• Filtered by demographical, geographical data, etc

48. Smart Activations
Events using mobile devices and apps

49. Mobile on Events
Mobile devices, tablets are used frequently on
activations, events because they are:
• Innovative
• Engaging
• Content rich
• Easy to transport
and install

50. We hope, we managed to give a practical
summary on how to use Mobile and Apps in
your communication and you’ll build in this
channel more and more into your
campaigns.
Do it now!

51. If you have any more questions,
thoughts – let us know!
Sab Budahazy
szbudahazy@arworks.com
www.arworks.com