On Wednesday, Feburary 29, 2012, I presented to the Berkshire Visitors Bureau about mobile marketing, including six things you can easily do to reach customers through their mobile device.

1. The Mobile Mania
Six ways to start your mobile marketing
Charles McEnerney
Principal, Layers Marketing
Presented to members of the Berkshire Visitors Bureau
February 29, 2012
Pittsfield, Massachusetts, USA

2. Charles McEnerney
My background includes 25 years in
marketing and editorial positions at:
ArtsBoston
Fast Company magazine
HBO
MovieMaker magazine
Seattle International Film Festival
WGBH
in TV, film, and audio production

3. Principal at
Layers Marketing
Current + recent clients include:
Appsembler
The Arts Fuse
The Eliot School of Fine & Applied Arts
Future of Music Coalition
The Haven restaurant
JP Centre/South Main Street
Jamaica Plain Music Festival
Yoko Miwa Trio
Zebigo.com

4. Presentation is online at
• http://www.slideshare.net/
cmcenerney/mobile-presentation-for-
berkshire-visitors-bureau

5. Mobile marketing is...
• An all-encompassing term using for
reaching consumers through their
mobile devices, including smart
phones such as the iPhone,
Blackberry, Android, Windows, etc.

6. Mobile marketing includes
• mobile ready web sites
• smart phone apps
• mobile advertising
• 2D codes, such as QR (quick response)
codes
• SMS (short message service)
• MMS (multimedia message service)

7. Six ways to reach visitors
1. have a mobile-ready web site
2. use QR codes to help visitors reach your site fast
3. make sure your profiles on Yelp, TripAdvisor,
Open Table, etc. are ready for visitors
4. create your own mobile app
5. mobile advertising
6. offer deals and information to those who check-
in on foursquare, Facebook, Yelp, etc.

8. 1) Have a mobile ready
web site
• A mobile ready web site is one that will
load and format your existing web site in a
mobile browser so that it is easier to
navigate.
• Many sites are made mobile ready by
limiting what the viewer sees, making it
easier to navigate when they are on-the-go.

9. Tips on how to make your
site mobile ready
• have a fast-loading site; use images sparingly
• create clickable icons
• don’t use Flash
• have an easy to navigate site; use bullet points
• use HTML phone numbers so they are easy to call
• use maps to make it easy for people to find you
• avoid horizontal scrolling

10. Sources:
• http://www.sitepronews.com/
2012/01/03/the-explosion-of-the-
mobile-web-is-your-website-ready-a-
spn-exclusive-article/
• http://bloggertone.com/marketing/
2011/11/10/checklist-is-your-website-
mobile-ready/

11. Some sites that are not
yet mobile ready

12. Some mobile ready sites

13. What does your web site
look like?
Run your current site through one of
these free analysis tools:
• http://www.howtogomo.com
• http://www.mobilemoxie.com
• http://www.deviceanywhere.com
• http://www.mobiready.com

14. Services that can help
make your site
mobile-ready
• http://inspirationfeed.com/articles/
blogging/how-to-make-your-website-
mobile/
• http://churchm.ag/5-free-tools-to-
make-your-website-mobile-ready/

15. Mobile-Ready White Paper
• http://www.dudamobile.com/images/
downloads/
google_dudamobile_white_paper.pdf

16. 2) Use QR codes to help
visitors get to your site
• 2D codes, such as QR codes allow smart
phone users to use an app to scan the code,
taking them directly to a web site instead
of having to type in or search for it.

17. A QR code in action

18. QR code exclusives
• Use QR codes to give mobile users
something exclusive that other web
visitors would not (or could not) find by
just visiting your web site.
• Another way to track if your mobile
marketing is working.

19. 3) Make sure profiles
are ready for visitors
• Mobile users will use apps such as Yelp,
TripAdvisor or TripAdvisor’s City Guides, Open
Table, etc. to research their options.
• Be sure your company or organization’s
information is correct on these sites. Set up a
Google Alert to make sure you know when there
are new additions and/or a new site adds your
business.

20. Claim your business on
Google Places
• It’s free to claim your business on
Google Places and propagate it with
correct information (which isn’t always
the case!), photos, video, etc.
• This will help your business show up on
Google Maps and information about
your business when visitors conduct a
Google search.

21. The consumer has a bigger
voice than ever before
• Whether you like services like this or not,
consumers now have the ability to write things
(usually strongly positive or strongly negative)
about your company or brand.
• If the platform allows, be sure to respond to
any reviews or comments so that consumers
know you’re paying attention and engaging
with them directly.

22. Ask your customers for
reviews
• While you can’t always please everyone,
be sure to ask your customers to write
reviews about your business if they
would like.
• The more reviews, the more likely your
prospective customers will see they are
honest, trustworthy comments, which is
what you want.

23. Good listen from WBUR
• The Peril And The Promise Of Online
Reviews
• http://onpoint.wbur.org/2012/02/09/
online-reviews

24. 4) Create your own mobile
app
• If your brand has a higher volume of
“content” online or in the physical
world, you might want a mobile app,
which gives consumers another way to
delve in.

25. Questions to answer before
developing
• How many of your customers are
already visiting your site via a mobile
device?
• What platform should you develop for
first? Android, Blackberry, iPhone, or
Windows?

26. Developing a mobile app
• Finding a developer to create a mobile
app can be tough, as they are in-demand
these days.
• Try other mobile apps and locate
developers for those that you like.

27. 5) Mobile advertising
• Mobile advertising includes text ads or
display ads.
• Advertising can be purchased through
Google’s AdMob, Jumptap, Millennial
Media, and Mojiva, among others.
• Currently the cost-per-click is less than
Adwords or Bing on the web because it
is not yet a crowded market.

28. Mobile ad content
• keep it simple, straightforward
• moving graphics can help catch the eye

29. Mobile ad targeting
• Your ads can be set up to serve:
• by type of mobile device (phone, tablet,
etc.)
• platform (Verizon, AT&T, etc.)
• geographic area (by state)
• via a daily budget that it won’t exceed

30. iPhone display ads

31. iPad ads

32. Mobile advertising
prediction

33. Sizes, how-to, etc. from the
Internet Advertising Bureau
• http://www.iab.net/
iab_products_and_industry_services/
1421/1443/1452

34. Articles on Best Mobile
Travel Apps
• http://www.techdrivein.com/2011/06/15-best-
android-apps-for-travelers.html
• http://blog.eaglecreek.com/read/adventure-travel/
5-best-mobile-apps-for-travelers/
• http://globetrooper.com/notes/essential-
smartphone-apps-for-travelers-in-2011-and-2012/
• http://www.techmaish.com/7-useful-mobile-apps-
for-travelers/

35. 6) Location-based
Marketing
• Where mobile users can “check in” in
mobile apps such as:
• foursquare
• Facebook
• Yelp

36. Offer deals to those who
check-in nearby
• On foursquare, Yelp, etc., you can claim
your business and, if you offer a “deal”
to anyone who checks-in nearby, they
will see your deal (e.g., 10% off, free
appetizer, buy one second person gets in
free, etc.)

37. Inform and Educate
• On foursquare, you can also add tips
about places that then show up when
someone checks-in nearby.
• Your tips then can inform people about
local history or facts, providing a value
to them and creating a stronger
relationship with them.

38. Additional ideas...

39. SMS Messaging
• While not always inexpensive, there are
a number of services for acquiring and
delivering SMS messages include
g8wave, Mobilestorm, Clickatell,
Message Media, EZ Texting, etc.

40. Google Adwords
• Even if you don’t want to do a long-term
advertising campaign on Google
Adwords, it is worth it to run for a
month or two so that your address will
appear in Google Maps when someone
is using the app on their smart phone.

41. Twitter
• If you use Twitter, set up searches where
you can find tweets about local
businesses, towns, etc.
• Check the list once a day and follow
these users; they’ll get an email that you
are following them. Is another way to get
onto consumers’ radar while they are
visiting the area.

42. Photography
• http://instagr.am + http://
artandmobile.com/toycamera/ for
taking photos while people are out
• if your business is comfortable with it,
suggest to people to take a photo at your
business and share them with those
following them.

43. Tracking
• Before you start any mobile campaign,
be sure to have Google Analytics code
installed on every page of your web site
so you can track where visitors are
coming from and which are most
valuable to your company.
• Google Analytics is free to use and very
easy to add to your site.

44. Top Travel Apps
• http://www.forbes.com/sites/
traceygreenstein/2011/09/29/the-10-
best-travel-apps/
• http://www.travelandleisure.com/
articles/tls-top-travel-apps-2010
• http://www.msnbc.msn.com/id/
42723288/ns/travel-travel_tips/t/best-
travel-apps-ease-your-journey/
#.T0lnUFFmtsE

45. Good reads
• The Third Screen: Marketing to Your
Customers in a World Gone Mobile, by
Chuck Martin
• The Power of foursquare: 7 Innovative
Ways to Get Your Customers to Check in
Wherever They Are, by Carmine Gallo

46. Good email newsletters
• mobilecommercedaily.com
• mobilemarketer.com
• mobilemarketingwatch.com

47. Thank you!
• If you’re interested in a free consultation
about traditional, web, or mobile
marketing or marketing education,
please contact me!
• charlie@layersmarketing.com
• 617-233-6613.
• Twitter: @layersmarketing +
@wellroundedradi