Addressable Media Consultants is a marketing firm founded in 2007 that creates marketing solutions leveraging mobile connectivity. Their philosophy is that big ideas don't require big agencies, but rather a network of experienced thinkers and doers. The document then provides details on the firm's founder and contact information, before focusing on mobile marketing and opportunities in that space, using the Dove Campaign for Real Beauty as a case study. It outlines mobile integration tactics, opportunities, and trends, and provides a practical SMS coupon and trivia example for a marketing campaign.

2. Addressable Media Consultants
Founded in June 2007
To create marketing solutions that leverage
the addressable connectivity of today from
a network of best in class thinkers and
Implementers
Our philosophy, you do not need big agencies
for big ideas but a network of people who
have been there and executed those ideas
with proven results
AMC Presentation. All Rights Reserved. 2009 2 New Orleans AMA

3. Contact
Gary Towning
Client Lead
Garytowning@addressable-media.net
Phone 919-647-4759
Fax 919 968-1570
321 Nottingham
Chapel Hill, NC 27517
UK Phone 44-207-491-8886
AMC Presentation. All Rights Reserved. 2009 3 New Orleans AMA

4. Mobile Marketing / Our focus today
• Why ?
• Status of US mobile
• Dove Campaign for Real Beauty Mobile
• Mobile marketing opportunities
• SMS demo
AMC Presentation. All Rights Reserved. 2009 4 New Orleans AMA

5. + = 2.9MM
Texts
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6. Why ?
• Always On
• Always near you
• Most personal one to one device
• Not just voice technology it’s an experience
• Measurable
AMC Presentation. All Rights Reserved. 2009 6 New Orleans AMA

7. Mobile Vernacular
SMS MMS Mobile Web
Short Multi-Media Sites built
message message (WAP) for
service service phone browsers
“texting” Ring tones
photos
57% 20%
AMC Presentation. All Rights Reserved. 2009 7 New Orleans AMA

8. Status Check / US v World
• + 1/4 of US show Mobile
Marketing interest
• Greater abroad especially
developing countries
Source: MMA / Synovate 2008
AMC Presentation. All Rights Reserved. 2009 8 New Orleans AMA

9. Status Check / Marketing Content
Last 30 days Source: MMA / Synovate 2008
• 6% of 200MM US mobile users have participated in Mobile Mkt
– 48% used it for text to win
– 24% promotional alerts
– 22% mobile coupon codes
– 6% location based
AMC Presentation. All Rights Reserved. 2009 9 New Orleans AMA

10. Status Check / SMS - Mobile Web
MM’s World Wide Source: E Marketer March 08
• Dominated by a growing SMS text messaging
• US SMS marketing $1.47Bil
• Search will show increasing potential
• SMS is the lowest common denominator of all handsets
AMC Presentation. All Rights Reserved. 2009 10 New Orleans AMA

11. SMS / Mainstream and Effective
• Total US handsets 263MM
• Over 200MM have text plans
• 357 txt received per month v
204 phone calls
• 18 -24yrs 790 txt per month
• 16% recall of any Txt Ad
Source: Nielsen Q2 08 / CTIA
AMC Presentation. All Rights Reserved. 2009 11 New Orleans AMA

12. SMS Mobile Marketing Integration:
Dove

13. The Campaign
Create a movement to debunk the beauty myths
Engage women in defining what is “real beauty”
Set stage for Dove’s global expansion
in the hair and beauty category
Engage women in debate at all touch points
Seed Dove as the owner this debate
AMC Presentation. All Rights Reserved. 2009 13 New Orleans AMA

14. Video removed
Click above to play movie
AMC Presentation. All Rights Reserved. 2009 14 New Orleans AMA

15. Surround, Spark Debate and Discussion
OOH
?
Mobile Press
?
Web
TV
www.campaignforrealbeauty.com Print
In-Store
AMC Presentation. All Rights Reserved. 2009 15 New Orleans AMA

16. Engage at all Levels of Debate Online
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17. Drive into deeper level of conversation
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18. Globalize the movement

19. Adding Mobile Marketing to the Mix

20. Why ? / The Mobile Integration Pitch
• Leverage heavy investment now to Out-of-Home
• Democratize how the consumer can voice an opinion
• Use SMS Short Code “4Dove” to further the brand
• Generate more PR with innovation in the debate
• Create brand buzz and engagement at street level
AMC Presentation. All Rights Reserved. 2009 20 New Orleans AMA

21. Timeframe
“You’ve got 7 weeks” !
Complex Mkt Ecosystem
Ogilvy (lead) - Mindshare - Edelman PR - Mobile365 - Spectrum - DaktronicLED
AMC Presentation. All Rights Reserved. 2009 21 New Orleans AMA

22. Mobile / integrated engagement nexus
Strategic placement
Mobile BB’s NY & LA
Interactive Billboard
Times Square, New
York
Wild postings
NY, LA, MIA, CHI Web
AMC Presentation. All Rights Reserved. 2009 22 New Orleans AMA

23. Text your vote to:
43683 [4DOVE]
A for wrinkled
B for wonderful
<5 secs avg. for results
in phone and on LED
LED shows:
• Global votes incl. web
• Local votes
• Drive to web
AMC Presentation. All Rights Reserved. 2009 23 New Orleans AMA

24. How did it work?
Wonderful A
Consumer reacts to billboard 1 Wrinkled B
…A
C4RB Consumer nd
te x
ts v C4RB Billboard
o te
4 “A”
6 to
sho
Ca rt c 4
mp od
“Th a ig e4
an nM DO Sends votes
Consumer logs to Website kU an
Go 4V ag VE
To see more results to
cam oting er to LED in
re t 2
pa . 58 u rn Time Square
ign % sr
for agr
rea ee esp
5 lbe w
au ith u
ty f
on
se
or 42%
mo
re disag
vot r
es ee
3 …polls and tabulates web and mobile votes C4RB
C4RB Website
Campaign Manager
AMC Presentation. All Rights Reserved. 2009 24 New Orleans AMA

25. Tracking results
Execution W/W F/F O/O H/H
City
2Dove 2Dove 2Dove 2Dove 4Dove
NY C or D E or F G or H I or J A or B
LA MIA CHI 2Dove 2Dove 2Dove 2Dove
C or D E or F G or H I or J
OOH Mobile/Wild OOH Fixed
2Dove (23683) 4Dove (43683)
AMC Presentation. All Rights Reserved. 2009 25 New Orleans AMA

26. Result
• Millions voted across all platforms and embraced the
debate
• Dove became recognized as the trusted sponsor of
this “safe heaven” for Real Beauty discussion
• Dove has become an established brand in skin,
beauty, and hair care
AMC Presentation. All Rights Reserved. 2009 26 New Orleans AMA

27. Lessons and guidelines
• Mobile is not an afterthought
• Best if integrates and connects with other media
• But keep it simple
• Look to the common phone denominator for reach
• Permission can lead to a longer term relationship
• Test, measure and adjust
At the end of the day it is about delivering a valued
mobile brand experience to the consumer
AMC Presentation. All Rights Reserved. 2009 27 New Orleans AMA

28. Mobile marketing opportunities

29. Mobile Opportunities / Participation
Hip Cricket / Coca Cola
• Event Platform for attendees
• Text shout outs and cell pics
to big screens
• Vote on mycokerewards.com
commercials
• Thank you message - go to
mycokerewards.com for
more ways to win
• Thousands of text & pics
interactions
AMC Presentation. All Rights Reserved. 2009 29 New Orleans AMA

30. Mobile opportunities / Loyalty
Mycoke rewards 08
• Txt codes from Coke Red
Caps to Coke (2653) and
your loyalty rewards bank
• Members send/receive 32 txt
avg. per month
• 47% are 35 and older
• Program engaged 1.1 million
AT&T and Verizon Wireless
customers through the third
quarter of 2008
Source: Neilsen & Adweek 08
AMC Presentation. All Rights Reserved. 2009 30 New Orleans AMA

31. Mobile Opportunities / Transactional
QSR Delivery
• Register ordering details
online and then order pizzas
Via text message or WAP
• In 08 Q3 text comms = 1MM
– 552,000 Domino Pizza
– 279,000 Pizza Hut
– 182,000 Papa John’s
Source Nielsen AT&T/Verizon
AMC Presentation. All Rights Reserved. 2009 31 New Orleans AMA

32. Mobile opportunities / Coupon Scan?
• 200MM mobile coupon users
globally by 2013
• Pilots show increased
redemption rates
• Hurdles at POS, no BC
scanning
Cellfire / Kroger 08
• Mobile Kroger Plus card
• First for a grocery to tie
mobile marketing to a store-
based membership
• Clorox, ConAgra, Del Monte,
General Mills, Kimberly-
Source: Jupiter Research
Clark and Unilever on board
AMC Presentation. All Rights Reserved. 2009 32 New Orleans AMA

33. Mobile opportunities / Coupons SMS
Mobile Storm / Ashley NC
• 8 regional stores in SC/NC
promotion “Secret Sale”
• Integrated email to build opt-
in and SMS to drive to store
• 29,000 contacts made
• Revenue generated
$135,000 - $85,000 tied to
mobile offer
AMC Presentation. All Rights Reserved. 2009 33 New Orleans AMA

34. Mobile trends and tactics / Search
Google 07
• Txt based info search
• Movies, Stocks, Sports, Tel #
• Txt “weather New Orleans” to
466453 (Google)
Google 08 Android Phones
• Automatic barcode recognition
using onboard phone camera
• Shows CD, DVD, or book cover
along with detailed reviews from
Amazon.com
• Store search and call
• Play sample tracks right on
phone
• Local library copy search
AMC Presentation. All Rights Reserved. 2009 34 New Orleans AMA

35. Mobile opportunities / Print to Phone
Snap Tell / Omnimedia
• 09 Winter issue of Martha
Stewart Weddings
• first women’s magazine to
utilize fully activated live
advertisements
• Snap ad with phone and
MMS to martha@Snaptell
• Content readers receive
from advertisers can include
coupons, video or photos,
website links or product
information, Zip look-up
AMC Presentation. All Rights Reserved. 2009 35 New Orleans AMA

36. Practical Mobile marketing today

37. Example / Mobile Coupon
Coupon Offer for AMA
members courtesy of Diageo
Text TBS to 38714 for 20%
off your next meal at
Coupon Offer for AMA members courtesy
Napoleon House of Diageo
Text TBS to 38714 for 20% off your next
meal at Napoleon House
And start the Diageo Trivia game for
And start the AMA / Diageo there
Trivia game for there
AMC Presentation. All Rights Reserved. 2009 37 New Orleans AMA

38. Example / Mobile Trivia
Win a free Pimm’s from the
AMA NO and Diageo
Who resided at the
Napoleon House?
A. Napoleon
B. James Pimm who created
the Pimm’s drink
C. A mayor of New Orleans
Text your answer
TBS A or B or C to 38714
AMC Presentation. All Rights Reserved. 2009 38 New Orleans AMA

39. Practical and Speedy ways to test
• Mobile SAAS providers i.e. Iamota or Mobile Storm
• Use Shared short codes or vanity codes
• Allows for testing of one off inbound offers
• Templated couponing/trivia/polls
• Shared short code so each offers are keyword related
• Not short code branding opportunity
• Can be Inexpensive
• 35 % of mobile campaigns cost less than $10,000 and just 7
percent of mobile campaigns have budgets exceeding $1 million
Source: Forrester Research
AMC Presentation. All Rights Reserved. 2009 39 New Orleans AMA

40. Thank You