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1. FIRST SCREEN
In 1929, we were introduced to the “First Screen”
Still today, Television advertising is a tremendously effective way to market

2. Second Screen
• In 1992 the world was introduced to the “browser”
featuring 26 live web pages.
• Second Screen was born.
• This has been the fastest growing and in most cases,
most cost effective form of marketing for businesses ...
until now ...

3. Third Screen
2008 saw the evolution of the “Third Screen”
Immediately, 87% of American homes had at least one mobile web
capable device in them including:
o Mobile phones, iPads, iPods, Nintendo DS, Mini Notebooks, etc

4. With a new screen
brings new ways to
market

5. Always on, always available
Mobile provides a means for brands to engage their
consumers!
Which not only builds brand equity but also refreshes their
relationship with their customers.

6. Mobile Marketing
Techniques • Mobile Search
• Location Based Services
• SMS Text Message • QR/2D Barcodes
• 3D/Augmented Reality
Marketing
• Mobile Applications • Mobile Video
• Mobile Gaming
• Mobile Web Sites
• Bluetooth Proximity and Wifi

7. Mobile Marketing is for your 20 percenters
(the 20% of your customers that spend 80% of the money)
Mobile is an OPT IN ONLY channel
Subscriber based opt in database marketing
Best practices provided by mobile marketing association

8. SMS is the
workhorse of mobile
marketing

9. Text Message
Marketing Methods
• URL/Link Delivery
• Application Download
• Text to Vote
• Mobile Coupons
• Text to Win
• Mobile Donation
• Text to Screen
• Mobile Business Cards
• Mobile Alerts
• Reminders

10. QR Codes
Every business has the ability to use a QR Code in some fashion
QR Codes can send customer to:
• Mobile landing page
• Video
• Your social media sites
• Map to your business
• Exclusive coupons, discounts, or
giveaways
• Customer feedback form or email

11. Is your business
mobile friendly?
• Can your consumers connect with you anytime anywhere?
• By 2013, more people will access the internet via a mobile
device than through a PC (Forrester Research)
• Today 1 in 7 Google searches originate from a mobile device
o Google estimates 1 in 4 searches will originate
from a mobile device in 2012
• 43% of Americans own a smart phone
o (82.5 million users)

12. Currently Less than 10% of
web sites are mobile friendly
If you have a Web site, you’re already in the mobile world — and the chances
are you’re making a terrible impression on your audience.
Traditional web sites have WAY TOO MUCH content!
Smart Phones have different browsers and screen sizes
Mobile users need quick answers and bite-sized content in easy-to-digest formats (e.g. video/audio vs.
text)

13. First Develop a Mobile Strategy
• What do your customers or potential customers need
from you when mobile?
• B2B Mobile differs from B2C Mobile because it is driven
by efficiency rather than entertainment
• You must strive to make their work related activities
BETTER, FASTER & EASIER.

14. Decision time
Once you have created a plan to take your web site mobile, you must decide:
To create a simple mobile version of your site in HTML
OR
Get more advanced and create a mobile web app using advanced
languages like HTML5 or JQuery

15. Either way, you MUST include browser detection and
redirect as part of your mobile web strategy.
That means that when a user visits your MAIN WEB SITE with a mobile
device, they will automatically be redirected to a mobile friendly web
experience.

16. Sports
• Text for seat upgrades
• Text food orders (premium seats)
• Text game updates/lineups
• Text customer relations (emergencies)
• Team promotion reminders
• URL/Link Delivery to game preview/coverage articles
• Mobile alerts

17. • Mobile marketing is a very powerful tool for sports teams
and organizations. It allows them to engage and interact,
on a personal level, with their customers (fans), both at
the stadium and throughout the season
• Mobile marketing is a communications medium ideal for
the sports fan demographic - young, educated and tech
savvy

18. Case Study
Chicago Bulls
o A mobile marketing campaign enabled Bulls fans to receive
self-driven updates, scores and player stats on their mobile
phones
o Live scores originate from the NBA’s dynamic game feed and
are sent via SMS messages to fans who text ‘SCORE’ to
BULLS
o Fans who are interested in real-time statistics for a particular
player can receive a live stat update by texting the player’s
last name to BULLS

19. Case Study
Results
o In a short amount of time, the campaign
attracted 4,000 unique users, as fans have
taken up the opportunity to stay connected to
the team

20. Case Study
Pittsburgh Penguins
o The Penguins are active in the mobile space and have a free mobile
app service for the iPhone, Blackberry and Android devices
o The Penguins have been steadily growing a mobile “Pens Mobile
Club” database for the last five years
o The database now has over 94,000 opted-in fans, who have opted-in
by texting ‘PENS’ to a short code

21. Case Study
Results
o When signed up, fans receive communications directly from the Penguins, including
commercial offers and team news
o The Penguins utilize their own content and create engaging messages, which they
deliver using Web-based, self-serve platform. These messages keep their fans engaged
and the team top of mind
o The Penguins ran a text-to-win contest in which a mobile communication was sent to the
entire consumer database, that asked fans to reply “FAN” for a chance to win two tickets
to the team’s final regular-season game, as well as an autographed helmet.
 The contest generated 55,196 unique entries - 59% of it’s mobile database

22. Your pitch and pricing
here
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