Rocket fuel for aspiring mobile marketers

1. HOW TO LAUNCH A
EVENT TICKETING SALES
BUSINESS ON MOBILE
ROCKET FUEL FOR
ASPIRING MOBILE MARKETERS
@FLEPHDOTCOM

2. SECTION TWO
MOBILE STRATEGY

3. SO…
WHAT IS A MOBILE STRATEGY?

4. STRATEGY OVERVIEW
THE APPROACH WE WILL USE IN ORDER TO ACHIEVE OUR OBJECTIVE
CONTEXT
WE HAVE IDENTIFIED A GAP IN THE MARKET
FOR A MOBILE BASED EVENT TICKETING SERVICE

5. GOAL
TO BE THE LEADING MOBILE TICKETING BUSINESS IN OUR MARKET
OBJECTIVE
DEPLOY A COMMERCE ENABLED MOBILE PLATFORM THAT
CONVEYS RELEVANT VALUE PROPOSITIONS TO EACH CUSTOMER
(AND SEAMLESSLY) ACROSS EVERY MOBILE DEVICE
BY 1 FEBRUARY 2014

6. CONSIDERATION #1
WHAT IS OUR
COMPETITIVE ADVANTAGE?

7. COMPETITIVE
ADVANTAGE
THE
BRAND
THE
COMPETITION
A
A = THE VALUE THAT WE CREATE
THAT IS DIFFERENT FROM THE COMPETITION
THE
CUSTOMER

8. CONSIDERATION #2
HOW WILL WE DIFFERENTIATE OUR
BRAND AND OUR VALUE PROPOSITION?

9. HOW WILL WE DIFFERENTIATE OUR VALUE
PROPOSITION ON MOBILE?
OPTIMISED UX
AGGREGATED CONTENT
CONVERSION
TACTICS
RELEVANT PROPOSITIONS
REWARDS, DISCOUNTS, etc
QUICK, SNAPPY PURCHASES
CONTENT SUBSCRIPTIONS

10. BRAND DIFFERENTIATION STRATEGIES
CONTENT
DIFFERENTIATION
Market Penetration
80%
CUSTOMER SERVICE
DIFFERENTIATION
60%
MEDIA
DIFFERENTIATION
40%
PRICE/QUALITY
DIFFERENTIATION
20%
0%
INNOVATION
DIIFFERENTIATION
Market Maturity

11. CONSIDERATION #3
WHAT MEDIA WILL WE USE TO
MARKET OUR PROPOSITION?

12. STRATEGY CONSIDERATION
WHAT MEDIA WILL WE USE TO MARKET?
INSIGHT
AUDIENCES OFTEN HAVE A HIGHER PROPENSITY
TO CONVERT WHEN BRANDS ENGAGE WITH CONSUMERS
THROUGH CONVERGING MEDIA CHANNELS

13. MAKING SENSE OF MEDIA
THE MEDIA SPECTRUM
BOUGHT
OWNED
EARNED
MOBILE ADVERTISING
TV
RADIO
PRINT
MOBISITE
MOBILE APP
SOCIAL MEDIA

14. CHOOSING THE
RIGHT MEDIA
1. THE OBJECTIVE

15. CHOOSING THE
RIGHT MEDIA
2. TARGET AUDIENCE

16. DEMOGRAPHICS
AGE
GENDER
EDUCATION
INCOME
OCCUPATION
LOCATION
MARITAL STATUS
TARGET
AUDIENCE
PSYCHOGRAPHICS
GOALS AND AMBITIONS
WANTS. NEEDS, MOTIVATIONS
HOPES, DREAMS, ASPIRATIONS
FEARS, DOUBTS, WORRIES
:: PROBLEMS TO BE SOLVED ::

17. CHOOSING THE
RIGHT MEDIA
3. THE MESSAGE

18. MESSAGING STRATEGY OVERVIEW
BRAND
BELIEF
BRAND
BEHAVIOUR
BRAND
MESSAGE
BUYING TICKETS VIA
MOBILE SAVES CUSTOMERS
TIME AND MONEY
CUSTOMER OBSESSIVE
MOBILE TICKETING SOLUTIONS
QUICK AND AFFORDABLE
EVENT TICKETS
AT YOUR FINGER TIPS

19. CHOOSING THE
RIGHT MEDIA
4. THE FREQUENCY

20. CHOOSING THE
RIGHT MEDIA
5. THE BUDGET

21. SO…
WHAT EXACTLY IS
MEDIA CONVERGENCE THEN?

22. MEDIA CONVERGENCE IN A NUTSHELL
MEDIA CONVERGENCE IS THE PROPENSITY
FOR DIFFERENT MEDIA TO EVOLVE
TOWARDS PERFORMING SIMILAR TASKS

23. SO WHAT?

24. THE PURPOSE OF ADVERTISING
TO PERSUADE THE MARKET
TO DO BUSINESS WITH YOU
INSIGHT
GIVE CONSUMERS A REASON
TO BUY FROM YOU
AND NOT YOUR COMPETITOR

25. INTEGRATING MOBILE WITH TRADITIONAL MEDIA
DIGITAL WATERMARKING

26. INTEGRATING MOBILE WITH TRADITIONAL MEDIA
INTERACTIVE PRINT

27. SECTION ONE – WHAT HAVE WE LEARNT
MOBILE STRATEGY
• THE RELATIONSHIP BETWEEN GOALS AND OBJECTIVES
• HOW TO DEFINE AND CREATE A COMPETITIVE ADVANTAGE
• HOW TO DIFFERENTIATE A BRAND
• THE THREE TYPES OF DIGITAL MEDIA
• HOW TO CHOOSE THE RIGHT MEDIA FOR ADVERTISING
• HOW TO DEFINE A KILLER BRAN D ADVERTISING MESSAGE
• HOW TO USE MEDIA CONVERGENCE