1. Ge#ng
It
Right*
In
Mobile
Kane
Russell,
VP
of
Marke,ng
Waterfall
*
How
To
Extract
Maximum
ROI
From
Mobile
Coupons

2. Waterfall
and
the
Waterfall
Pla1orm
Waterfall
Mobile
๏ Founded
August
2005
๏ Offices
in
SFO
(HQ),
NYC
&
AusKn
๏ Backed
by
Vista
Equity
Partners
๏ Cross-­‐channel
mobile
&
social
CRM
via
SMS,
MMS,
QR
Codes,
IVR,
Facebook
&
TwiUer
๏ Free
trial:
www.waterfall.com
๏ API
suite:
apidocs.waterfall.com
๏ Custom
applicaKon
development
๏ Short
code
provisioning,
cerKficaKon
&
audit
management

3. Mobile
Coupons:
1. Stats
2. Ingredients
3. Case
Studies
4. How
To
Extract
ROI
Objec:ves
For
Today’s
Webinar

4. Growth
of
Digital
Marke:ng
in
the
US
2011 2012 2013 2014 2015 2016
$8,237
$7,057
$5,697
$4,238
$2,777
$1,652
$4,995
$4,217
$3,453
$2,760
$2,119
$1,590
$2,468$2,262$2,066$1,875$1,694$1,510
Email
markeKng
Social
media
markeKng
Mobile
markeKng
$3,242
$4,896
$6,998
$9,150
$11,274
$13,232 32%
10%
26%
38%
CAGR
Source:
Forrester,
2011
U.S.
Mobile,
Social
&
Email
Market
Value
($s
in
millions)

5. Why
Mobile
Coupons?
Redemp:on
For
adver3sers,
mobile
coupons
offer
a
great
ROI.
Redemp3on
rates
are
10
3mes
that
of
mail
-­‐
or
newspaper
-­‐
distributed
coupons.
User
Experience
Text-­‐based
coupons
are
the
fastest-­‐
growing
and
most
obvious
applica3on
that
is
also
easy
to
implement.
Source:
Borrell
Associates,
2011

6. Mobile
Coupon
Uptake
US
2010
Canada
2010 5%
11%
49%
44%
46%
45%
Agree Neutral Disagree
US
2010
Canada
2010 13%
23%
39%
44%
49%
33%
Mobile
coupons
will
be
a
key
part
of
many
digital
marke:ng
campaigns
Mobile
marke:ng
is
the
next
fron:er
in
digital
marke:ng
Source:
DMA,
2011

7. Mobile
Coupon
Adop:on
Rate
Source:
eMarketer,
2011
Projected
Users,
USA
(millions)
2010 2011 2012 2013
35.6
28.7
19.8
13.3
96.8
92.5
88.2
83.6
CAGR
5%
39%
Online
Coupons Mobile
Coupons

8. The
4
Ingredients
of
Mobile
Coupons
๏ Mobile:
interacKon
via
mobile
requires
an
interacKve
approach
๏ Marke*ng:
calls
to
acKon
sKll
rely
on
tradiKonal
markeKng
principles
๏ Means:
choose
the
best
means
–
messaging,
web
or
app
๏ Method:
choose
the
best
method
–
staKc,
dynamic
or
dynamic-­‐verified
4
steps
to
success
for
any
mobile
coupon
campaign

9. Mobile
Coupons
Means
and
Method
Method
๏ Sta:c
๏ Dynamic
๏ Dynamic
Verified
Means
๏ Messaging
๏ Web
๏ Applica:on
Text
Message
Facebook
Shopping
App
Twitter
LBS
App
Nonshopping
App 11%
15%
20%
32%
35%
41%
Mobile
MarkeKng
Format
That
Led
to
a
Purchase
According
to
US
Smartphone
Owners
Source:
eMarketer,
2011

10. Means:
Mobile
Messaging
๏ Defini:on:
coupon
delivered
via
direct
mobile
message
(e.g.
SMS,
MMS)
๏ Pros:
most
widely
deployable
from
technology
and
user
standpoint
๏ Cons:
less
rich
graphics
๏ Best
for:
alpha-­‐numeric
based
codes

11. Means:
Mobile
Web
๏ Defini:on:
coupon
delivered
via
link
to
a
mobile
website
๏ Pros:
HTML
capabiliKes
๏ Cons:
one-­‐to-­‐many
distribuKon
๏ Best
for:
graphical
1D
and
2D
bar
codes

12. Means:
Mobile
App
๏ Defini:on:
coupon
delivered
within
a
downloaded
mobile
applicaKon
๏ Pros:
rich
graphics
experience
๏ Cons:
requires
web
connecKon
and
app
download
๏ Best
for:
loyalty
programs
for
advanced
users

13. Method:
Sta:c
Coupons
๏ Defini:on:
every
recipient
receives
the
same
coupon
๏ Pros:
easiest
to
set
up/deploy
๏ Cons:
least
insight
into
tracking
๏ Best
for:
build
a
list,
get
the
word
out,
drive
traffic

14. Method:
Dynamic
Coupons
๏ Defini:on:
each
recipient
receives
unique
coupon
code
๏ Pros:
excellent
for
tracking
by
user
and
customizing
expiraKon
dates
๏ Cons:
more
expensive
to
set
up/deploy;
no
integraKon
with
POS
๏ Best
for:
targeted
offers,
viral
campaigns,
redempKon-­‐focused
(as
opposed
to
traffic-­‐focused)
iniKaKves

15. Method:
Dynamic-­‐verified
๏ Defini:on:
each
recipient
receives
unique
coupon
pre-­‐integrated
with
point
of
sale
(POS)
machine
๏ Pros:
opKmal
for
tracking/customizing
by
user/purchase/expiraKon
date
๏ Cons:
most
complicated
to
set
up/deploy
๏ Best
for:
campaigns
needing
detailed
reporKng

16. Mapping
The
Op:ons
Low
LowHigh
High
Consumer
Reach
Technical
Resources
Required
Mobile App
Dynamic Verified
Mobile Messaging
Static
Tracking/Repor:ng
Capabili:es
HighLow

17. Case
Studies
Splinter
Cell
Wai:ng
For
“Superman”
McDonald’s

18. Call
to
Ac:on:
Splinter
Cell

19. Call
To
Ac:on:
McDonald’s

20. Call
To
Ac:on:
Wai:ng
For
Superman

21. Call
To
Ac:on:
Incen:ves
Splinter
Cell:
receive
a
free
in-­‐game
weapon
Wai:ng
For
“Superman”:
$15
to
benefit
classroom
projects
McDonald’s:
free
McChicken
sandwich
coupon

22. Case
Study:
Ubisoj
๏ Campaign:
2
weeks
before
release,
gamers
could
text
WEAPON
to
44144
and
receive
unique
code
to
unlock
secret
weapon
๏ Objec:ve:
increase
mobile
subscribers
and
engagement
๏ Promo:on:
Email
list,
TwiUer,
Facebook
๏ Results:
80%
opt-­‐in
rate;
doubled
mobile
subscriber
list
on
the
first
day;
+
400%
by
end
of
2
weeks
๏ Key
concern:
what’s
the
engagement
strategy
with
subscribers
going
forward?

23. Case
Study:
McDonald’s
๏ Campaign:
By
submipng
mobile
number
online
would
opt-­‐in
and
receive
coupon
๏ Objec:ve:
drive
store
traffic
to
try
new
menu
item
๏ Promo:on:
TwiUer,
Facebook,
Web
in
Spanish
and
English
๏ Results:
30%
opt-­‐in
rate
aqer
receiving
coupons
๏ Key
concern:
how
can
you
moKvate
people
to
return
aqer
gepng
free
sandwich?

24. Case
Study:
TakePart/Par:cipant
Media
๏ Campaign:
by
texKng
POSSIBLE
to
77177,
users
received
a
$15
code
that
they
could
redeem
at
DonorsChoose.org
๏ Objec:ve:
ignite
personal
involvement
in
and
social
change
for
US
educaKon
system
๏ Promo:on:
online,
DVD,
in
theater,
in-­‐store
๏ Results:
$142,929
addiKonal
raised
from
parKcipants
for
a
total
of
$832,254
donated
toward
classroom
projects,
impacKng
699,738
students
๏ Key
concern:
what’s
the
strategy
to
get
parKcipants
to
share
campaign
with
others?

25. The
4M’s
In
Ac:on
Mobile MarkeKng Means Method
Ubisoq
McDonald’s
PM/TP
Database
built
out,
but
follow-­‐
up
unclear
Clear,
well
defined
CTA
Mobile
messaging
Dynamic
Spanish
and
English
opKons
No
metadata
capture,
but
seamless
sign
up
Mobile
Messaging
StaKc
with
Dynamic
ExpiraKon
Cross-­‐channel
integraKon
Cross-­‐channel
CTAs
MulKchannel Dynamic

26. Key
Takeaways
For
Extrac:ng
mROI
๏ Know
your
mobile:
interacKve,
ongoing
campaigns
focused
on
maximizing
customer
lifeKme
value
๏ Know
your
marke*ng:
call
to
acKons
need
to
be
clear
and
remember
to
focus
on
user
experience
๏ Know
your
means:
“mobile”
means
three
things
–
messaging,
web
&
app
–
all
have
pros
and
cons,
choose
what’s
best
for
your
campaign
๏ Know
your
method:
“mobile
coupons”
means
three
things
–
staKc,
dynamic
&
dynamic
verified
–all
have
pros
and
cons,
choose
what’s
best
for
your
campaign
Know
your
4
m’s.
Then
deploy
according
to
your
best
strategy

27. Any
Ques:ons?
For
more
informaKon
visit
www.waterfall.com
Or
contact
us
directly:
markeKng@waterfall.com
More
industry
informaKon
available
on
our
blog
@
waterfall.com/blog/