Deck webinar: Last minute mobile campaigns for the holidays: Summer is speeding by and before you know it, "back to school", Thanksgiving and Christmas will be on all marketers' minds. Don't find yourself at the end of December asking why you've let another year go by watching your competitors brag about their mobile enabled campaigns. Don't read about how mobile marketing was executed for this year's Holiday Season, be part of it. This webinar will give you the info and ideas on how to mobile enable your traditional Holiday marketing channels without headaches or busting the budget. This year's Holiday shopper (like last year's), will be mobile. Make sure you are too. It's not too late plan mobile enabled campaigns for Q4 2011 if you get started now. This webinar will help you explore mobile opportunities that easily integrate with your Holiday marketing strategies and objectives.

1. Last Minute Mobile Campaigns for the Holidays
MDA Men’s Stores
Gift idea for dad: Hugo Ideas for last minute mobile enabled
Boss dress shirts with marketing campaigns for the holiday season
Euro open collars are in
2011. Survey of target consumer needs and
this year. 20%off today
behaviors, marketing objectives and
only at all stores.
campaign types and ideas.
Prepared by:
Michael Ahearn, VP Strategic Marketing
michael.ahearn@iloopmobile.com
Angel Evan, Director Mobile Strategies
strategy@iloopmobile.com

2. About iLoop Mobile
• Industry leading technology and services make it fast
and easy to create, manage and analyze mobile
marketing campaigns and content delivery initiatives
worldwide
McDonalds: Enjoy one
• Award winning iLoop Mobile Platform for creating FREE Small McCafe. Code
34d83w Exp.1/6/10 Text
state-of-the-art SMS campaigns, mobile sites, mobile HELP for help. Text STOP
to cancel.
coupons, and other mobile marketing initiatives
• Industry leader in mobile marketing strategy,
managed service campaign delivery and professional
services
• Campaign design that achieves mission critical
marketing objectives, answering the individual needs
of customers
• Customers include Fortune 500 brands, agencies,
media companies, and other tier-one companies

3. By the Numbers: Mobile Phone Penetration & Use
Total mobile subscribers US: 234M
All Subscribers Youth Demo 13-24
Smartphone 33% 38%
Feature Phone 67% 62%
Use apps 39% 50%
Use browser 40% 54%
Use email 34% 41%
Use SMS for marketing 27% 44%
Access Social or Blog 29% 48%
Watch TV or Video 7% 11%
Comscore 2 month period ending May 2011

4. Shoppers: Requested In-Store Mobile Capabilities
Please rate how useful the different pieces of information would
be to you when you are shopping in a store (% very helpful)
Feb 2010 Communispace In Store Mobile Experience Survey

5. Smart Phone Penetration
US smart phone penetration Dec. 2010: 27%
34% US SMART PHONE PENETRATION TODAY*
Highest % age demos of smart phone users:
25-34 year olds @ 27%
35-44 year olds @ 21%
Gender splits 53% male / 47% female
*Comscore 3 month average ending June 2011

6. Smart Phone Penetration
Market penetration by end of 2011... 50%
Looking Ahead to Q3 2011 Estimates:
Mobile Subscribers: 300M+
Smartphone User Base: 150M
Mobile Internet Users: 120M
Mobile Video Viewers: 90M
Neilsen Nov. 2009

7. By the Numbers: Mobile Shopping & Smart Phones
Mobile Shopping: The mobile phone is THE shopping companion today
79% Have used a smart phone to help with shopping
To find a retailer 54%
To compare prices 49%
To get promos or coupons 48%
To read reviews or product info 44%
74% Have made a purchase on smart phone
Google/Ipsos OTX Dec. 2010

8. By the Numbers: Smart Phone Usage
In a typical week….
81% 77% 48%
Browse the Use a Watch video
Internet search
Google/Ipsos OTX Dec. 2010 engine

9. By the Numbers: Mobile Smart Phone Search
71%
Users search as a result of seeing an ad
—online, phone, TV, print, in-store etc.
400%
Growth in mobile searches the past year
Google/Ipsos OTX Dec. 2010

10. By the Numbers: Mobile Search is Local
30% Mobile smart phone searches are local
95% Smart phone users have looked up local info
Call a business 61%
Visit a business 59%
Make a purchase 44%
88% Local info seekers take action within a day
Google/Ipsos OTX Dec. 2010

11. Who are Prime Holiday Mobile Targets?
• Black Friday Maniacs: It’s the Price Stupid!
§ Deal hunters for mobile coupons and promotions
§ Don’t make last minute decisions on where they are going to shop
• Busy Moms: The Designated Family Shopper
§ User reviews for products using mobile site as resource
§ List management: generate gift lists of products with the nearest store
§ Ongoing messaging through Nov/Dec to keep your store/products top of mind
• Last Minute Males: Desperation Shoppers
§ Help with ideas on what to buy
• SMS/MMS keyword opt-in or mobile site for gift suggestions with promo/coupon offer
• Gift Matcher via keyword (husband, child, daughter etc.)
§ Mobile promo or coupon incentive offers
• Incentives may be decider on where to buy (Macy’s vs. Nordstrom)
• BTW the gender response is near even split 48% male, 52% female
§ Research on the go or in-store via mobile internet: store finder, price
comparison, select products for holiday promotion etc.
• Couch Shoppers
§ They’ll be using every mobile/social channel in shopping behavior

12. Top Uses for Mobile in Retail

13. Marketing Objectives for Mobile Holiday
• Using Standard ROI Measurements
§ Increase Sales: spike store traffic
§ Spike KPIs: amplify KPI with mobile enablement
§ Decrease Cost: not a real ROI goal, holiday campaigns
are more short term
• Increase Holiday Promo Awareness
§ Facilitate participation in holiday product promos
§ The Holiday Competition: Make your holiday promos
the one’s they go for (ex. Toy industry Walmart vs.
ToysRUs vs. Target etc. competing for same customer
with same products)

14. Marketing Objectives for Mobile Holiday
• Customer Service & Support: Make Shopping Easier
§ Store location
§ Price comparison
§ Store hours
§ Product availability & inventory (not database integration but simple click call,
published inventory information on popular or hard to get items)
• Provide Product Info to Close Sales
§ Provide all info customer requires to make the purchase (Ikea, Bev Mo)
§ Improve POS communications: use mobile as hyper shelf talker
• Cross Sell & Up Sell
• Less Important Marketing Objectives
§ New product awareness
§ Loyalty & retention

15. Shopper Helper Case Story
• Simplify food and wine pairings with in-store mobile “wine guide”
• Text the desired food type, cuisine, specific dish or main
ingredient to 411511 (ex. CASSOULET to 411511)
• Data sent to food pairing database for reply SMS
• 3 wine pairing choices are sent back via SMS
• Helps shoppers with immediate advice, overcoming “wine choice
overload” when dealing with store shelves
• Promoted in retail stores with shelf talkers and neck hangers on
product itself
• Simple yet effective example of using SMS to reduce pain of
choosing matching customer with the right product

16. Last Minute Campaign Ideas
Opt-in for Ongoing Messaging: 12 Days of Christmas
§ SMS or MMS alerts
§ Message every day with gift ideas, can be segmented each day for different
types of people you’d need to buy for
§ Option: discreet keywords for possible gift recipients (dad, mom, uncle,
girlfriend, grandmother etc.)
§ With suggestion give promo info or coupon offer—loss leaders to drive traffic
and increase basket size
§ Option: mobile site with deal of the day, gift idea of the day, gift recipient
categories (gifts for dad etc.), gift search engine
§ Coupons
§ Promotional ads
§ Event info
§ Give-aways
§ Downloads

17. Last Minute Viral Campaign Ideas
• Stocking Stuffers
§ Simple coupons and promo messages sent from
retailer
§ Option to advertise them as viral “forward to your
friend” promos similar to email “friends and family”
holiday promos
• Santa’s Little Elves Jordan’s Jewelers
§ “Send to a Friend” peer-to-peer SMS/MMS messaging Dear Jim,
§ PC Web or mobile site page allows customer to send We got Stacy’s list to Santa.
Jewelry is at the top of her list for
to another user a “Santa’s Elves” hint on what they Xmas. Santa and our store worked
a deal for 20% off all diamond
want for the holidays which is a promotional offer or tennis bracelets this weekend
coupon only. Regards, The Elves
§ Example: wife sending hint to husband she wants
jewelry—retailer enables variety of promo offers she
can auto-forward to husband
§ Can be simple SMS, SMS with link to graphic coupon
with QR code, or graphic coupon with unique keycode
for single redemption only
§ Option for message personalization/addressing

18. Holiday Mobile Microsites
• Simple mobile sites for holiday
exclusive offers and interactivity
§ Concise, limited holiday product promotions—position
them front and center
§ Products marketed as “gift selection”
§ Tie in to circular promotional strategies
§ Key is to keep it simple, focused to fit the exact
holiday needs of customer
§ Great end of year item for marketing budget
§ No upkeep required or additional resources post
holiday period—site has finite shelf life

19. Holiday Mobile Microsites
• Key mobile site components
§ Product descriptions as gift assortment, gift ideas or
special holiday products
§ Inventory
§ Store locator with hours
§ Reviews/user reviews
§ Alert sign up for holiday messages and ongoing
messages past the holidays—excellent time to start/
build mobile alerts database for upcoming year
§ Santa’s Elves hints UI to forward to a friend
§ Facebook/social integration to post gift hints on user’s
own wall or someone else’s wall

20. Lowest Hanging Fruit: Easiest Holiday Campaign
• Mobile Coupons or Promotions
§ SMS or MMS
§ Keyword + short code opt-in
§ Expiration date on coupons/promos
§ Can be publicized in traditional media to drive
store traffic, or drive specific product sales with
in-store promotion of mobile coupon keyword
• Redemption Scenarios
§ No POS redemption tracking, just show the
message with general promo deal (e.g.
percentage off all items)
• No limit to number of redemptions
§ Simple POS redemption/tracking with ASCII
redemption code in SMS that corresponds to
barcode paper sheet scanned by cashier at POS
§ Option of full POS integration for redemption/
tracking with SMS coupons redeemed with
phone number on standard debit card pads, full
QR code delivery scanned at POS, bonus card
integration and more…but need to start today

21. Mobile Search Ads
• We Highly Recommend
Paid Mobile Search Ads
§ All mobile users are searching for
holiday product purchases on search
engines (Google, Yahoo!, Bing etc.)
§ All the advantages of online paid
search available on mobile device
§ Click thrus really count because good
chance the customer is outside
shopping and looking for info
§ Increasing uptake and success for
mobile search advertising—
experiencing year on year growth of
27%
§ Click to call mobile search ads show
6-8% better click thru rate than ads
without a number or URL associated
with it*
Mike Steib, Google quoted in Mashable July 20, 2010

22. Just Silly Fun Stuff for the Holidays
• Text to Santa
§ Keyword SANTA sends SMS from Santa to user
§ Sponsored by brands and retail stores, can be
promoted in-store
§ Promotional messages can be inserted about
events, products, services, promotions etc.
§ Some brand affinity (remember ElfYourself.com,
the dancing elves CGC cards…this was
integrated into OfficeMax’s online site last year)
• Mobile Christmas Cards
§ Mobile or online site with branded Christmas
cards that are personalized and sent peer-to-
peer…images, animations, even videos via
MMS or mobile site pages
• Holiday Themed, Branded Rich
Media Delivery
§ Video, animations, special video ads etc.

23. Thank You
Visit www.iloopmobile.com to learn how we can help you mobile
enhance your holiday 2011 marketing.
Contact sales@iloopmobile.com (408) 907-3360 and we ll help you
get started.
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