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About Today
•
What we will talk about
•
Give-Aways
FREE download of Part I, Chapter 1 “What is marketing
again?”
from the handbook
“Everything you Ever Wanted To Know
About Mobile Marketing But Didn’t Know Who To Ask”
- 50% Discount on 60 Minute Mobile Marketing Strategy Session
•
Who I am and how this Webinar will benefit you
[email protected]
© Copyright 2010 Dawn Anna Investments (Pty) Ltd.
The Basics
•
Definition of marketing
•
5 Key Pillars of
Profit Driven Marketing
•
The ‘blank’ piece of paper
•
How to increase profits
by integrating mobile marketing
© Copyright 2010 Dawn Anna Investments (Pty) Ltd.
Definition of Marketing
Marketing is the activity, set of institutions, and processes
for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners,
and society at large.
- American Marketing Association
© Copyright 2010 Dawn Anna Investments (Pty) Ltd.
Standard Marketing Objectives
•
Create brand awareness
•
Acquire new customers / clients
•
Launch new products / services
•
Facilitate sales increase
© Copyright 2010 Dawn Anna Investments (Pty) Ltd.
What are the real meanings?
• Brand Awareness
• Acquire new customers /
clients
• Launch new products /
services
• Facilitate sales increase
© Copyright 2010 Dawn Anna Investments (Pty) Ltd.
•
Either nobody or not enough
people know of your offering
•
You have sucked your current
clients dry and need to find new
blood
•
No one knows about your
offering
•
Your balance sheet is probably
not healthy at this point
Conventional Marketing Tools
• Advertising
(print, radio, television,
internet & word of mouth)
• Events
(product/service launch,
gala dinners, press conferences)
• Promotions
(in-store, direct marketing,
shopping centres)
• Email marketing
• Focus Groups
© Copyright 2010 Dawn Anna Investments (Pty) Ltd.
Conventional Results
• Brand Awareness
• Acquire new customers /
clients
• Launch new products /
services
• Facilitate sales increase
© Copyright 2010 Dawn Anna Investments (Pty) Ltd.
•
“Our focus group results, tell us
we have achieved our goal!”
•
“We have a list of ‘new’ email
addresses / cell phone numbers!”
•
“Our campaign was a success
because everyone talks about
us!”
•
“Our sales figures have increased
drastically!”
It Worked!!!
Extra!
Extra!
Read ALL
about it!
© Copyright 2010 Dawn Anna Investments (Pty) Ltd.
The Conventional ROI Equation
•
What did you really get?
Okay, so you made some money, but…
© Copyright 2010 Dawn Anna Investments (Pty) Ltd.
The Ideal ROI Equation
•
What more can you get?
Tim
Mindi
Thabo
Sam
Lisa
…wouldn’t you rather KNOW who your customers are?
© Copyright 2010 Dawn Anna Investments (Pty) Ltd.
Integrating Mobile
• Brand Awareness
•
Develop a mobile presence, e.g.
a mobisite or piggy-back on an
existing platform (MXit)
•
Include a “Refer a Friend”
function (viral marketing)
•
Use conventional marketing tools
to introduce your mobile offering
to your target market, e.g. by
prominently adding “SMS
keyword to short code”
campaigns (opt-in) to enter a
competition and to drive people
to your mobile presence
•
On your mobile presence, allow
people to double opt-in for
specific campaigns and services
Start here
© Copyright 2010 Dawn Anna Investments (Pty) Ltd.
Integrating Mobile
• Acquire new
customers / clients
You have achieved
brand awareness
© Copyright 2010 Dawn Anna Investments (Pty) Ltd.
•
Create compelling reasons for
your potential customers / clients
to engage you on your mobile
presence (campaigns)
•
Advertise these campaigns to
your double opt-in database
(e.g. via bulk SMS)
•
Advertise these campaigns with
conventional marketing tools
•
Use the campaigns to collect
customer data on your mobile
presence (subscriber info)
•
Use customer data to create
Quality Leads™
Integrating Mobile
• Launch new
products / services
© Copyright 2010 Dawn Anna Investments (Pty) Ltd.
•
Create Brand Awareness for your
new products / services
•
Create compelling reasons for
your potential customers / clients
to engage you on your mobile
presence (campaigns)
•
Advertise these campaigns to
your double opt-in database
(e.g. via bulk SMS)
•
Advertise these campaigns with
conventional marketing tools
Integrating Mobile
• Facilitate sales
increase
•
Sweeten the deal by activating your
mobile presence with:
- special offers
- vouchers
- coupons
- discounts
- store locator
- product information
- customer feedback
- shopping list
- products related how-to tips
- free content (wallpapers)
- competitions
© Copyright 2010 Dawn Anna Investments (Pty) Ltd.
•
Advertise these campaigns to your
double opt-in database (e.g. via bulk
SMS)
•
Advertise these campaigns with
conventional marketing tools
Tip of the Day
Study legislation as pertaining to your geographical region
around SPAM. Note that in some countries it is not just about
a fine but also jail time. In South Africa get familiar with the
up-coming POPI Act.
© Copyright 2010 Dawn Anna Investments (Pty) Ltd.
Never speak to…
© Copyright 2010 Dawn Anna Investments (Pty) Ltd.
Claim Your Special Gifts
For EVERYONE, live Webinar attendees and recording listeners!
•
•
FREE download of Part I, Chapter 1 “What is Marketing again?” from
the handbook “Everything you Ever Wanted To Know About Mobile
Marketing But Didn’t Know Who To Ask”
50% Discount for a 60 minute mobile marketing strategy session with
Mobile Marketing Winner$ team leader Alexander Gregori or Lauretta
Ngakane
Contact Lauretta for the link to download your gifts,
to book your strategy session and to receive a copy of this deck
[email protected]
http://mymobworld.com
© Copyright 2010 Dawn Anna Investments (Pty) Ltd.