Content is King. Regardless of industry, content is the key to creating relevance with consumers. Whether Retail, CPG, Automotive, Healthcare or Insurance, brands all create and distribute content. How can mobile be used to open more communications? Sam Jemielity has managed content in a myriad of forms, from print to internet to mobile. His experiences will help you understand how to leverage mobile to extend the reach of your message and bring your brand’s content to your consumer anywhere, anytime.

1. Location, Context and Behavior:
How Location-Based Mobile Marketing Increases Relevance for
Consumers, Effectiveness for Marketers
Alistair Goodman, CEO, Placecast, @Placecast
Event hashtag #MobiU2011
Presented by the Heartland Mobile Council

2. #MobiU2011, @twitterhandle @company
Topics for today
• Location: The New Context
o How we used to use location
o How location can be used in mobile
o What are geofences? How are they used in mobile marketing?
• What we’re learning
o Key insights by brand specific programs
o Key insights by carrier
o Messaging and behavior
o Emerging best practices
• What’s next…
o Closing the loop in the mobile payments future

3. #MobiU2011, @twitterhandle @company
Location: Always a Key Driver of Marketing Effectiveness
• DMA, MSO, ZIP Code,
Census Block Group,
PRIZM Cluster…
• Location targeting has
always been a way of
increasing marketing
effectiveness
• Reach of key demography
• Reach by key lifestyle attributes
• Relatively blunt tools for
predicting most likely
response

4. #MobiU2011, @twitterhandle @company
Location is the New Context
“Mobile represents one of the most rapid cases of
consumer adoption/behavior change of a medium ever
seen...[Consumers now] live in an always-on world of
information that is with them in the moment of truth for
marketers: the point of purchase. As Matt O’Grady, EVP
Media Audience Measurement at Nielsen notes: “the
mobile phone may be the last in line that influences
before the purchase and it’s possible to know if the
consumer is actually in a store.”
What Marketers Need to Know about Mobile Metrics
August, 2011

5. #MobiU2011, @twitterhandle @company
Where consumers are is predictive of
what they will do
• Reach consumers in the moment:
o To Remind them prior to shopping
trips of time sensitive offers
o On their way to a mall to tell them
about new products and promotions
o In a store as they are deciding between
brands

6. #MobiU2011, @twitterhandle @company
$1 trillion dollars of offline retail sales per year influenced
by digital marketing: Now all digital goes mobile
http://www.businessinsider.com/using-mobile-to-bridge-the-gap-between-online-and-offline-marketing-2011-9

7. #MobiU2011, @twitterhandle @company
Harris Poll:
Consumers value text messaging more than other phone activities
• Men more likely to do early adopter activities like purchasing via mobile devices
• Relatively low interest in social/location services
How important, if at all, is it for you to be able to do each of the following
activities on your cell phone/Smartphone?
Base: Extremely/Very important
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
40%
Text message 39%
42%
25%
Access the Internet 20%
30%
14%
Search for a retail location 9%
18%
12%
Access local information/activities via an… 10%
15%
Total
11%
Access social networks (e.g., Twitter,… 9%
14%
7% Male
Make a purchase 5%
9%
Location-based social networking (e.g., …
5%
7% Female
3% n=1719
Source: Placecast The Alert Shopper II, Harris Poll, July 2010

8. #MobiU2011, @twitterhandle @company
Harris Poll:
Consumer Of All Ages Are Interested In Mobile Offers
At least Somewhat Interested
Base: Cell Phone/Smartphone Owners
Total
50% Men
44%
45% 42% Women
40%
40%
35%
30% 29% 30%
30% 26%
25% 21% 20%
20% 16% 17%
14%
15%
10%
5%
0%
18-34 35-44 45-54 55+
n=1719
Placecast The Alert Shopper II, July, 2010
Assuming you gave permission, how interested, if at all, would you be
in receiving text alerts about new products, sales and/or promotions from your

9. Harris Poll: #MobiU2011, @twitterhandle @company
Consumers Want Relevant Mobile Marketing From Retailers
Categories of Interest – Location-based Alerts
Almost equal interest in restaurants, fast food, travel, health
0% 20% 40% 60% 80% 100%
Grocery coupons and promotions
National restaurant chain promotions and offers…
Entertainment products and availability (e.g., movie…
Fast food menu items and promotions
Beauty and fashion (e.g., shoes and accessories)
Coffee and beverage promotions
Electronics product offers and promotions (e.g.,…
Travel services, special rates and amenities (e.g., …
Health-related offers including gym services and/or…
Convenience store products
Home furnishings
Male Female
Infant and child-related products/services/events
Bar or nightclub offers and promotions
Sporting goods and equipment
Other
None Placecast The Alert Shopper II, July, 2010

10. #MobiU2011, @twitterhandle @company
What are geofences?
Geō-fence noun : a field around any location set to trigger a personalized
marketing message to a consumer entering or exiting the defined area.
How it’s created:
• Upload location addresses
• Create “Place Profile”
Flexibility:
• Any location, size or shape
• Change based on time of day and
day of week
Geo-fencing Strategy:
• Time-based, event based or contextual
• Integrates with other user data

11. #MobiU2011, @twitterhandle @company
What We’re Learning
From pilot, specific brand
programs and carrier programs, US
and overseas

12. #MobiU2011, @twitterhandle @company
What We Know from All Programs
Location based text marketing can:
• Impact brand awareness
• Impact store visitation
• Act as a reminder to visit retailer
• Drive purchase among both
prior and new purchasers
• Increase convenience and relevance in the mind of
consumers
• Be preferred over other forms of promotional marketing
• Increase loyalty towards the brand running the program
• Generate word of mouth/social media connection

13. #MobiU2011, @twitterhandle @company
Key Insights for Retail Brands
1. Texts have most immediate impact on lower
consideration products with many retail outlets
More chances to purchase, triggers impulse buying
Actions most likely taken in 1 – 3 day time frame
2. But texts help to build loyalty, increase awareness of
new product intros for higher consideration products
Actions take place over longer time frame
3. Texts drive multi-channel behavior – be prepared
4. Messaging and frequency strategies:
Promotions/offers drive highest response
Informational messages welcomed as long as location
enhances relevance

14. #MobiU2011, @twitterhandle @company
Results for Individual
US Retail Brand Programs
Average
Likelihood to 59% - 87%
visit retailer
75%
0% 50% 100%
Retail 59% - 90%
visitation 73%
0% 50% 100%
Purchase 41% - 80% 65%
post receipt 50%
0% 100%
Appeal of SMS
28% - 61% 48%
due to convenience
of mobile receipt 0% 50% 100%
1

15. #MobiU2011, @twitterhandle @company
Key Insights for Carrier Programs
Success of the program depends on:
1. Acquisition-oriented messaging
2. How well promoted it is to the consumer
base
3. How well the program delivers value to
the recipients
4. How much control/input consumers
are given: Preference centers
5. Geo-fencing strategy:
Find your location relevance
6. Frequency management

16. #MobiU2011, @twitterhandle @company
Results for International Carrier
Average
Recall 22% - 93%
57%
0% 50% 100%
Likelihood to 34% - 58%
46%
visit retailer 0% 50% 100%
Retail 43% - 67%
visitation 53%
0% 50% 100%
Purchase 14% - 46% 22%
post receipt
0% 50% 100%
Intent to
Purchase
16% - 29% 17%
post receipt 0% 50% 100%
Appeal of SMS
due to convenience 16% – 42% 34%
of mobile receipt 0% 50% 100%
International carrier aggregate results, 8/11

17. #MobiU2011, @twitterhandle @company
International carrier has an 83%
somewhat to very positive rating
Perception of International Carrier Program
35% 32%
30%
26% 25%
25%
20%
15% 13%
10%
5% 4%
0%
Extremely positive: Very positive: Somewhat positive: Neutral: Negative: Would
I really liked this This is an effective I like to know about No opinion not use in
program way for merchants new product or get future/had little
to connect with me discounts value to me
Total: 4,288; n= 821 - 1,248

18. #MobiU2011, @twitterhandle @company
Messaging
Different approaches for different
strategies

19. #MobiU2011, @twitterhandle @company
Objective/Messaging Examples
• Weapon for “Burger Wars” • Reach them at their passion points
• Promote different menu items while hiking, biking and skiing, in
throughout the day addition to around stores.
• Redemption via discount code • Weather triggers as well
Direct Response Experiential
• Introduction of Via Ready Brew in • Drive traffic to store and website
the UK market • Increase frequency and basket size
• Induce trial on premises and • Offer special deals to best
purchase at grocery stores customers
Storyboarding Loyalty

20. #MobiU2011, @twitterhandle @company
What We’re Learning: Messaging
• Consumers want location-based text messages to feel distinct and
exclusive to the program
• Offers – especially time sensitive offers– tend to trigger highest
response
• Variation can increase impact
• But a solo, strong, message that felt unique also worked well
• Location was very important in messaging
o Consumers expect relevance and found location to increase it
o The more retailers that were tagged, the higher the likelihood to respond but
even retailers with solo locations saw substantial response rates

21. #MobiU2011, @twitterhandle @company
Strong Messaging Examples From Carrier And
Individual Brand Messaging
• Urgency:
• 4 hrs only: 50% off mini portable speakers & many more deals! Be sure 2 stop in Sat 4 a chance 2 win a $500
gift card @ur nearest XX store.
• XXXXX alerts: Update- $10 coupons start 2day! We’re giving u an xtra day 2 get a $10 coupon for every $50
spent. Offer valid in stores only thru 12/24
• Exclusivity & Tone:
• Exclusive 2 day offer 4 mobile users! Take 15% off everything excluding furn & rugs thru 11/30. In-store only.
Show this msg @ur XX store 2day!
• Collect one of 3 limited edition Impulse and Barry M special packs featuring your favourite XXXX fragrances &
an exclusive Barry M lipgloss. Worth over £6 and they’re available in stores now for just £3. Get yours from
<variable>.
• Click through to coupon:
• Get $5 OFF any purchase of $50 in the entire store! Shop today and save @375 E Allessandro Blvd. For
Coupon: http://bit.ly/mezAJE
• Offer codes:
• Surprise your Valentine with flowers. Get 10% off all XXXX flowers until 14 Feb. Use code 0747165 online or
at the till in store. Terms and Conditions at http://mands.mobi/flr.
• Events & Time Sensitivity:
• XXXXX alerts: Come by 4 cocktails, Chef Michel Bras, & his new line of kitchen tools 6-8PM on 3/1 @WS
Columbus Circle. RSVP at 855-382-0822 by 2/27

22. #MobiU2011, @twitterhandle @company
Finding Your Location Relevance:
Location-based Messaging Strategies To Consider
• Geo-Fencing doesn’t just have to be about retail locations, consider:
• Events: related to celebrity product lines or endorsements - venues as part of a
musician's tour
• Points of interest: foodie hotspots as they relate to recipes, classes, and/or
cookware at a store; for outdoor apparel, parks and recreation sites, ski slopes
• Relevant places: that appeal to target demos/lifestyle (post-work beverage push
geo-fenced gyms)
• Areas of activity: (skateparks, malls, music venues, etc.) related to youth-centered
retailers
• Sponsored venues: or sports teams as related to brands
• Mom-places: Schools and other areas where moms might be likely to be thinking
about errands, dinner recipes, quick take-out meals, etc.
• Travel destinations: and popular tourist spots related to outlet-store brands

23. #MobiU2011, @twitterhandle @company
Results from carrier program by
product category

24. #MobiU2011, @twitterhandle @company
Carrier Messages Increased Likelihood
To Visit By Nearly 50%
Likelihood to Visit
By Category
60% 56% 57%
50%
50% 46% 48% 48%
40% 36%
33%
30%
20%
12%
10% 6% 8%
1%
0%
All Retail Health & Beauty Fast Food
Increased Neutral Decreased
Total: 3,025; n= 1,247 – 1,778

25. #MobiU2011, @twitterhandle @company
Over 50% Did Visit Post Receipt
After receiving text message, did you visit?
By Category
60%
54%
50% 47%
53%
42%
40% 38%
32%
30%
24%
20% 16% 17%
15%
10% 8%
5%
3%
0%
All Retail Fast Food
Yes: 1 time Yes: 2-3 times Yes: 4 or more times No: did not visit due to an O2 More text message
Totalg: 4,019; n= 1,784 – 2,235

26. #MobiU2011, @twitterhandle @company
Nearly ¼ On Average Purchased Post Receipt:
Purchase Highest For Health & Beauty Products Which Had Strong
Call To Action
Did you purchase due to receiving text message?
By Category
80%
70% 67%
64%
61%
60%
50%
41%
38%
40%
29%
30% 26%
22% 23%
20%
20% 17%
14%
10%
0%
All Health & Beauty Retail Fast Food
Total: 4,114; n= 964 – 2,044
Yes No, but I intend to No

27. #MobiU2011, @twitterhandle @company
Money-off Discounts Had Greatest Impact On
Redemption; Location/Convenience Cited By Nearly 30%
Reason for Redemption
By Category
The money-off discount 23%
It’s a product I wanted/wanted to try 14%
I was near a store 15%
I wanted to win one of the prizes 10%
I was intrigued by the information in the text message 7%
There is a holiday coming up that I need to shop for 7%
The text mentioned my local store by name / location 6%
I saw an ad and it reminded me I needed to shop/buy 6%
Because it was convenient to redeem on my mobile 6%
Other 5%
0 0.1 0.2 0.3 0.4 0.5 0.6 0.7
Total: 1,287; n= 343 - 529 All Retail Fast Food Health & Beauty

28. #MobiU2011, @twitterhandle @company
Messages Had Greatest Purchase Impact On Prior Purchasers, But
35% Of Non-regular-purchasers Bought Or Intend To
Have you purchased Women’s Personal Care Product yet?
Base: Respondents who recall receiving message
70% 65%
60%
60%
49%
50%
40%
29% 28%
30%
22%
16% 19%
20%
12%
10%
0%
Yes No, but I intend to No
All Respondents Regularly Purchase Do Not Regularly Purchase
All Respondents, n=722
Those who regularly purchase, n=216
Those who do not regularly purchase, n=506

29. #MobiU2011, @twitterhandle @company
For nearly 50%, the retail visit prompted by the text was
unplanned; for 19% text served as reminder
Was your visit to XXXX store/the XXXX website planned before you
received the text message?
Base: Respondents who recall receiving text message
60%
49%
50%
40%
30%
19% 19%
20%
14%
10%
0%
Yes, my visit was already Yes, my visit was already No, my visit was n/a – I did not visit a
planned. planned but the text unplanned. store/website after the
reminded me. text message was
n= 960 received.

30. #MobiU2011, @twitterhandle @company
For A Department Store, Messages Had Multi-Channel
Impact: 45% Visited Website Post Receipt
After receiving an XXXX message about XXXXXXX, did you visit their
website?
Base: Respondents who recall receiving text message
60% 54%
45%
50%
40%
30% 24%
20% 16%
10% 5%
0%
Yes: 1 time Yes: 2-3 times Yes: 4 or more times No: did not visit due to
an O2 More text
n= 960 message

31. #MobiU2011, @twitterhandle @company
You Know Marketing & Your Customers,
Use Best Practices
• Keep in mind best practices learned through years of DR, email and
CRM:
o Develop tone that fits the brand and the product and makes it
sound distinctive
o Be careful of message burn-out, frequency
o Make it simple to follow up on/redeem
o Create a sense of urgency: Have a direct call to action/specific
time/date if this is a promotional message
o Give them something to click through to

32. #MobiU2011, @twitterhandle @company
The future
As mobile commerce and payments become widespread…

33. #MobiU2011, @twitterhandle @company
The future of mobile marketing – our world view
• Mobile content will be primarily an advertiser supported medium
• Mobile advertising currently based on search and display web paradigm… but this
is not necessarily the end game
• Apps are problematic: need to be dowloaded, GPS only available when app is on,
and inventory is fragmented
• Not about “ads” in the traditional sense, but “offers” that are actionable in
the real world
o Opt-in
o Location-based
o Personalized
o Transactible at POS or via credit cards
o Today priced per-campaign or delivery, eventually will be performance-based

34. #MobiU2011, @twitterhandle @company
Mobile wallet will close the loop on
promotions driving real-world purchases
Mine
CRM/Purchase
Data
Credit Cards
Purchase data
& Mobile Wallets fed back to Promo Email
CRM
Daily Deal Sites Consumer Opt-in to
buys at White-label
Merchant ShopAlerts
Phone # +
Consumer Gets
Preferences
Carriers w/ Billing Custom Offer
tied to account
For marketers, this allows for optimization of mobile promotions with
back-end conversion metrics based on CPA

35. Within reach…
“I’m hungry…”
Alerts for Nearby Offers from
Favorite Brands
Check-in & Fun
Instant Deals Friends Nearby… Dinner?
Search for Nearby
Locations & Review
Pay with your phone
(All available through
the lens of my camera
phone)
© 1020 Inc., Proprietary and Confidential, 2010

36. Thank you!
Alistair Goodman, CEO, Placecast
t: 510.502.3596 e: alistair@placecast.net
Presented by the Heartland Mobile Council