RelocateCanada.com, the comprehensive Canadian relocation resource for people on the move, will soon (October/November 2009) be introducing Interactive Mobile Advertising. The service can be easily incorporated into your current banner ad or can be offered as part of your broader marketing campaign incorporating print, radio and TV advertising.

1. Canadian Relocation
Systems – Mobile Marketing
July 2009

2. Introduction
Canadian Relocation Systems is a privately
owned company, established in 1997
Head office in Victoria, Canada
Providing an online up-to-date relocation
resource for people moving in and to Canada
XXXX hits/per month
To expand services, Canadian Relocation Systems
is going mobile!
We specialize in relocation services for 54 cities in Canada

3. The Value of Canadian Relocation Systems
The Canadian Relocation Systems brand
• A well known brand
• 250,000 unique visitors per month
• When visitors find us they find you, we’ve proven it!
• Customized Advertising in one of many categories
• Our visitors come back due to our fast and personal customer service
Canadian Relocation Systems mobile services
• Adds new marketing channels to new and existing clients
• Consultative approach, not just a technology provider - We help our
clients successfully maneuver through the minefield of mobile marketing
regulations and define mobile marketing strategies
• Rapid deployment of sophisticated mobile marketing services.
• Established mobile delivery channels worldwide, allowing our clients to
deliver mobile marketing in Canada and abroad, increasing marketing
reach

4. Global use of Mobile Phones
6.6 bn People
Total Population
4.1 bn
Cell Phones
1.4 bn
1.1 bn Internet
Landlines
Half the world’s population own a mobile phone
– That’s 4 times the number who own a landline phone
– And 3 times the number of people who access the internet

5. Global use of Mobile Phones
Not just for teenage kicks
– In a Recent survey (2007) by Insight
express in the USA:“80% of Younger Baby
Boomers (45-54 year olds) and 79% of
older Baby Boomers (55-64 year olds) own
a cell phone in the USA today”

6. Cell Phone Use
• Using our website statistics we know that
– 60% of our visitors are from Canada
– 20% from USA
– 20% from rest of world (with majority from UK and
Germany)
• Translating to cell phone ownership
– Canada 88% ownership
– USA 86% ownership
– UK and Germany close to 100%
• Nielsen Mobile report December 2008
– Texting is now more popular than voice calling on
an average US caller plan
– 58% of mobile users have been exposed to mobile
marketing in past 30 days, 45% responded.

7. Texting now more popular than calling in US
Average Number of Monthly Calls vs. Text Messages Among U.S. Wireless Subscribers
Calls Texts
Qtr 1, 2006 198 65
Qtr 2, 2006 216 79
Qtr 3, 2006 221 85
Qtr 4, 2006 213 108
Qtr 1, 2007 208 129
Qtr 2, 2007 228 172
Qtr 3, 2007 226 193
Qtr 4, 2007 213 218
Qtr 1, 2008 207 288
Qtr 2, 2008 204 357
Source: Nielsen Mobile

8. Global Coverage
Latvia
Argentina
Lithuania
Austria Malaysia
Australia
Mexico
Belgium
Netherlands
Brazil
Norway
Canada
Peru
Chile
Colombia Canadian Relocation Systems Philippines
Poland
Croatia
Czech Republic can reach: Portugal
Romania
Denmark
Russia
Egypt
Saudi Arabia
Estonia
Finland • Over 230 Countries Singapore
Slovenia
France
Germany • 650+ Cellular Networks Slovakia
Spain
Greece
Sweden
Hong Kong
Switzerland
Hungary
Taiwan
India
Thailand
Indonesia
Turkey
Ireland
Ukraine
Italy
United Kingdom
Japan
USA
Korea

9. Mobile Marketing
What are the options?

10. Mobile Marketing - Introduction
• Mobile marketing channel options
– SMS or text messaging
– MMS or ‘picture’ messaging (more accurately multi-media
messaging: video, audio, graphics)
– Mobile Internet
• Click through rates are consistently 5-10 times higher than on a PC
– Downloadable applications (eg. iPhone applications)
– Proximity based options such as Bluetooth, GPS, point-of-sale
promotions etc.
• Immediate value
• Desire and motivation meet opportunity
– Participation ads, eg. Interaction with TV/radio, eg SMS call-
to-action to enter sweepstake, enter polls etc

11. Mobile Marketing - Introduction
• Rapidly emerging channel
– Intimate and interactive touch point – phone is with consumer
most an average of 16 hours a day
– Strategy must take this intimacy into account and offer a
relevant and compelling call-to-action
– Offers a channel for long-term, value-driven relationship with
loyal customer that increases brand engagement
– Early adoption methods have included “Secret sales’, “VIP Offers”
, “Mobile Loyalty” etc
• Effective mobile marketing introduction
– Crawl-walk-run to gauge effectiveness
– Avoid channel “contamination” and keep it simple
• Opt-in based advertising
– In return consumer receives something of value to them now
and/or in future
– Opt-in leads to ongoing permission based marketing

12. Mobile Marketing - Introduction
• Examples of Mobile Marketing
approaches in the consumer experience
– Coupons: SMS/MMS/Mobile Internet
– Proximity promotions using Bluetooth, GPS
or simply Post code/ZIP Code
– Free samples
– Survey’s/polls
– Rewards program
– Loyalty applications

13. Mobile Marketing guidelines
• General Mobile Marketing guidelines
include guidance on:
– Opt-in regulations
– Customer Care
– Premium services
– Privacy and confidentiality
– Industry dependant mobile marketing
– Marketing to minors
• Network carrier guidelines

14. How to ‘mobilize’ printed, radio or television
media campaigns
• Requires Short Code/Keyword combination
• A mobile campaign can easily be added to
traditional media
• Allows clients to gauge effectiveness of
traditional media advertising by using unique
call to actions, eg. Text ‘TV’, ‘RADIO’ or
‘MAGAZINE’ depending on where the
promotion is seen

15. Options for media based promotions
• All promotions will have a call to action asking
consumer to text a keyword eg. A ‘light’
consumer product “To receive a mobile coupon,
text LIGHT to 80880”
From : 80880
• Demographic based campaigns can be added to L IG$1T with
Get H off
call-to-action to personalize promotions. Eg. For your next
purchase of
age based demographics: “To enter the LIGHT
sweepstakes, text LIGHT <age> to 80880. Eg if
you are 25 text LIGHT 25 to 80880”.
• Location Based Services, allowing consumer to
text their zip to get promotions specific to store
location and local/state preferences, brand
preference etc. Eg. “To receive a mobile coupon,
text LIGHT<zip> to 80880, eg. LIGHT 90210”
• Additional demographic information can be stored
and used to target future campaigns

16. Canadian Relocation Systems.com based mobile
campaigns
• The consumer enters their phone number and
is sent a promotion
• For existing clients, simply replace your
existing banner with a mobile call to action eg.
“Enter your mobile number here to receive a
20% discount”
• Call to action banners can also be used on
other websites, such as clients own website

17. • Consumer enters number on website
and is sent a promotion via text

18. Next steps – for discussion
• Establish your marketing challenges and
objectives and align to appropriate mobile
strategy, strategy can include
• Decide on Mobile Marketing approach; can
include
– Call-to-action text messaging campaigns
– Message enabling existing CRM software/Websites
– Mobile internet websites
– iPhone applications
– Branded Short code – the channel for delivering
recognized brand mobile content!