IVON BASTERRECHEANYU SPCS-Mobile Marketing FinalSUMMER 2012

The Coffee Bean & Tea Leaf

Big Time Digital Agency

Request For Proposal

IVON BASTERRECHEANYU SPCS-Mobile Marketing Final

Table of contents What is and why to use mobile

marketing/advertising? Why include mobile in Coffee Bean & Tea Leaf’s

marketing mix? Recommendations for a mobile and marketing

and advertising strategy SMS Mobile display media Mobile web & Commerce

IVON BASTERRECHEANYU SPCS-Mobile Marketing Final

1-What is and why to use mobile marketing and advertising? Mobile Marketing is a set of practices

that enables organizations to communicate an engage with their audience in an interactive and relevant manner through any mobile device.

Examples: Mobile sites, Apps, SMS, MMS, QR codes, Near Field Communication, Display Advertising, Augmented Reality, Geofencing, Rich Media, M-Commerce…

IVON BASTERRECHEANYU SPCS-Mobile Marketing Final

Current Landscape

IVON BASTERRECHEANYU SPCS-Mobile Marketing Final

The importance of Mobile:in a few years mobile users taking over desktop users

IVON BASTERRECHEANYU SPCS-Mobile Marketing Final

US Market Mobile short term trends:

-All figures will double by 2014: devices, users, spending…-The faster you get in, the better you will perform.

IVON BASTERRECHEANYU SPCS-Mobile Marketing Final

2- Why include mobile in Coffee Bean & Tea Leaf’s marketing mix?

Mobile is the current trend into the new marketing. Some of the Mobile Strengths an advantages for a business that already runs all other marketing tools are:- Personal- Always turned on- Always with youYou can reach your current or potential customer anytime, directly (with no intermediaries) and wherever you are.

IVON BASTERRECHEANYU SPCS-Mobile Marketing Final

2- Why include mobile in Coffee Bean & Tea Leaf’s marketing mix?

Mobile is best usedIntegrated with other media.

Coffee Bean & Tea Leaf is already running TV commercials, print materials, e-commerce website and social media marketing.

IVON BASTERRECHEANYU SPCS-Mobile Marketing Final

2- Why include mobile in Coffee Bean & Tea Leaf’s marketing mix?

Mobile Marketing enhance the marketing mix and help achieving Brand Objectives. Some examples that can be used to achieve brands objectives within mobile:

Drive sales/in-store traffic: sms, m-commerce, NFC coupons, geo-fencing, location based offers…

Brand Awareness: QR codes, mobile Adds, display advertising, rich media…

Help drive sign-ups to a Loyalty Program:

IVON BASTERRECHEANYU SPCS-Mobile Marketing Final

2- Why include mobile in Coffee Bean & Tea Leaf’s marketing mix?

Mobile marketing should meet next principles for the customer:

- Relevancy- Incentive- Time saving vs time wasting

IVON BASTERRECHEANYU SPCS-Mobile Marketing Final

2- Why include mobile in Coffee Bean & Tea Leaf’s marketing mix?

Other mobile advantages:- Increasing Mobile Commerce (leverage

already existing e-commerce) due to smartphones & tablets growth.

- Improved Targeting/Location- Performance based pricing- Scale and reach- Measurement & analytics

IVON BASTERRECHEANYU SPCS-Mobile Marketing Final

2- Why include mobile in Coffee Bean & Tea Leaf’s marketing mix?According to eMarketer, Smartphone shoppers are increasing faster than Mobile Shoppers. An early positioning in mobile space and adapting our business to mobile space can guarantee success and better know how regarding the competence. Mobile commerce sales are rocketing.

IVON BASTERRECHEANYU SPCS-Mobile Marketing Final

3- Recommendations for a mobile & marketing and advertising strategy

Since the most used Mobile Marketing tactics are SMS, QR codes, Apps, Display ads, Mobile videos and Mobile coupons so far, we are going to discuss about and recommend some of them for our strategy

IVON BASTERRECHEANYU SPCS-Mobile Marketing Final

3- Recommendations for a mobile & marketing and advertising strategy

SMS:- Personal and Exclusive- High open rate.- Low cost, wide reach.- Immediate impact on

customer- Reliable tracking- Up to 45% campaign

response rates: higher than email, direct mail or telemarketing

IVON BASTERRECHEANYU SPCS-Mobile Marketing Final

3- Recommendations for a mobile & marketing and advertising strategy

SMS promotion:

TEXT CBEAN TO CBEAN1 (22326) In store prints Window decals Cups Sugar envelopes Sales receiptsTEXT CBEAN TO CBEAN2 (22326) Tv spotsTEXT CBEAN3 TO CBEAN3 (22326) Website Display adds

Welcome to Coffee Bean! U will receive the latest offers right on ur phone. 4msgs/month. Msg&data rates may apply. Text STOP to cancel

IVON BASTERRECHEANYU SPCS-Mobile Marketing Final

3- Recommendations for a mobile & marketing and advertising strategy

SMS fulfills most of the Brand’s objectives:

Sign ups for Loyalty Program Brand awareness Drive sales

Getting Conversions through Purchases Visits CTR

IVON BASTERRECHEANYU SPCS-Mobile Marketing Final

3- Recommendations for a mobile & marketing and advertising strategy

Mobile Display Media types:

Mobile advertising is one to two times more effective than online advertising on average, according to Insight

Express.

IVON BASTERRECHEANYU SPCS-Mobile Marketing Final

3- Recommendations for a mobile & marketing and advertising strategy

Mobile Display Advertising

Where to advertise? According to people’s mobile usage, we recommend to advertise mostly in games, weather or map apps.

IVON BASTERRECHEANYU SPCS-Mobile Marketing Final

3- Recommendations for a mobile & marketing and advertising strategy

Mobile Display Advertising

When it comes to mobile devices, some of them get better CTR. We will focus on tablets.

IVON BASTERRECHEANYU SPCS-Mobile Marketing Final

3- Recommendations for a mobile & marketing and advertising strategy

Mobile Display Advertising

When clicking on advertisement and redirecting to a non mobile optimized web, is no sense.

A mobile non friendly website might be horrible to browse: all our effort on advertising can be wasted if the website is not ready to be visited from a mobile device.

IVON BASTERRECHEANYU SPCS-Mobile Marketing Final

3- Recommendations for a mobile & marketing and advertising strategy

Non mobile optimized website:

The Coffee Bean & Tea

Leaf

MOBILE DISPLAY ADVERTISING

IVON BASTERRECHEANYU SPCS-Mobile Marketing Final

3- Recommendations for a mobile & marketing and advertising strategy

Competitor’s Mobile optimized website: STARBUCKS

IVON BASTERRECHEANYU SPCS-Mobile Marketing Final

3- Recommendations for a mobile & marketing and advertising strategy

Mobile Display Advertising

Call to action:“Click to mobile site”

Achieved objectives for the brand: Brand awareness Drive online sales

IVON BASTERRECHEANYU SPCS-Mobile Marketing Final

Mobile Web & Commerce

If you are not in the mobile space these days you are leaving money on the table,

SUMMARY

IVON BASTERRECHEANYU SPCS-Mobile Marketing Final

SUMMARY

Mobilize your business

IVON BASTERRECHEANYU SPCS-Mobile Marketing Final

THE END