ifa 2016: get your mobile on

Emma HolahanDirector, Digital Marketing

@certapro

Jason KnillCEO

@bythoughthouse

Heather McLeodDirector, Marketing

@heathermcleod

Get Your Mobile On: Best Practices and Key Trends for

Today’s Marketplace

“We cannot become what we want to be by remaining who we are” -Max Depree

Trend 1: (Un)Expected Competition

Trend 2: Mobile compliments legacy initiatives

Trend 3: “Mirroring” our customers, prospective owners AND franchisees

Trend 1: (Un)Expected Competition

Today’s outlook:2014: Marketplace “Uberization”Today…And Here they come (or came)

Today’s Outlook:Even Google has jumped in!

…..And Tech Brands, not Franchise Brands, are winningpartner channel deals

Why it Matters:Franchise Brands must OWN Customer Experience

?shouldn’t they

Build Experiences to Deliver Brand Promise within Mobile Displays: And Focus On UI/UX

Build Experiences to Deliver Brand Promise within Mobile Displays: And Focus On UI/UX

Deliver on Mobile Trends: Own Tech Within the Brand Promise

Deliver on Trends: Estimates through Mobile

And Focus On Making UI/UX EASY!

Estimating in Mobile:

Trend 2: Mobile Compliments Legacy Initiatives

Mobile is more than mobile

+Affinity Interests

IP addresses

+Mobile Device

Mobile + Direct Mail

Mobile Retargeting = A Gentle Nudge

Local Banner Ad Campaigns= REACH+Incorporate Clickable Phone

Own Branded Mobile Search

How strong is your Google account?

Trend 3: “Mirroring” our customers, prospective owners AND franchisees

Invite Franchisees To Take Part In Your Mobile Journey

EngageAd Council / committee

on specs, scope, features

SurveySolicit zee feedback on plan and process

TestWith a pilot group of highly engaged zees

ChampionLeverage test zees to build

network excitement

In-Field Devices to Improve Efficiencies

Takeaway 1:Systems Matter

Don’t be overanxious about those “tech folks” entering the marketplace

Takeaway 2: Inclusive Decision-Making

Incorporate franchisees throughout decision-making processes. Perspective and dialogue are most important.

Communicate with customers, prospective owners and franchisees on their terms

Takeaway 3: Mobile or Not, Dialogue Wins

Emma HolahanDirector of Digital Marketing

@certapro

Jason KnillCEO

Thought House@bythoughthouse

Heather McLeodDirector, Marketing

@heathermcleod