Mobile Marketing 101 and Location Based Advertising by Sarah Hodkinson of Where, Inc. Presented to BMA Carolinas on August 17th, 2011.

1. Mobile Marketing 101Sarah Hodkinson Head Of Merchant Marketing

3. An eBay/PayPal company

4. Mobile location based services; 3 divisions:Consumer: Mobile App relied upon by 4MM+ consumer for local discovery & personalized place recommendations. Synchronized with where.com WHERE Ads: The largest location-based mobile ad network with 350+ publishers and over 50MM consumer reach Merchant Services: making location-targeted mobile advertising and offer promotions easy and accessible for small businesses

5. What We Do WHERE App & Where.com Brands & SMB Merchants Local Consumer Audience WHERE Ads™ SMB Portal WHERE creates the conversation between local consumer audiences and the merchants that want to reach them

6. Competitive Landscape

7. Today’s Agenda The Growth of Mobile Why Mobile is Important for Businesses The Mobile Ecosystem Establishing a Mobile Presence for your Business “Location-based” mobile advertising How Businesses Can leverage Mobile Marketing Mobile Commerce and Mobile Payments

8. Smartphone Use 50% of Americans will have smartphones by year end Mobile use of the web is growing faster than desktop use in the 90’s Source: Nielsen

9. How Consumers Use Phones Source: Pew

11. Microsoft: 53% of mobile searches on Bing have a local intent

12. Most PC based search-to-purchases take one week vs. one hour for mobile

14. The Mobile Ecosystem Carriers Device Manufacturers Operating Systems

15. An App or a Mobile Website? Apps Pros – Load quickly Don’t require connectivity Cons – Discoverability OS Fragmentation Maintenance Mobile website Pros – Works across all platforms Less development Cons – Load time Optimization for all devices THINK ABOUT THE MEDIUM!

17. Business listing page includes

18. Click-to-call phone number

19. Click-to-map directions

20. Ability for consumer to save

21. Constant Contact Join My Email List

24. Mobile app

26. Email

27. Mobile ads

29. to a discount coupon

30. to a contest

31. from a sign in your window to reviews of your establishment

32. to a video testimonial from a happy customer

34. Advertising Objectives

35. Media to Reach Consumers = OPPORTUNITY! Source: BIA/Kelsey

36. Consumer use of Mobile LBS Consumers use mobile ads to find nearby stores, to map them and get directions – indicators of intent to purchase

39. 50MM consumer reach

40. All platforms – Android, iPhone, Blackberry, Windows

41. 350+ publishers

42. Pay only for performance

44. Targeting

45. Case Study: Halls

46. Case Study: McDonalds

47. Case Study: TD Bank 26

48. Case Study: Piperlime

50. Location aware advertising

51. Promote your business to nearby consumers targeting by

52. Radius from your business

53. Zip code

56. New customer acquisition

57. No upfront costs; % commission of sales

58. Fast revenue injection

59. Drives foot traffic

61. Average transaction/sale amount

62. Lifetime value of a new customer

63. Commission % payable to deal provider

64. Distribution – email only?

65. Length of promotion period – daily?

66. Audience – targeted?

67. Flexibility in setting your terms & caps

70. Promote via online, email, social & mobile

71. Send to your Constant Contact list too

73. Case Study: NorthEast Nursery $40 of merchandise for $20 generated 469 sales in three days totaling $9400: Northeast Nursery selected the radius that they wanted to target and WHERE emailed that deal to opted-in consumers in those locations. WHERE also ran a mobile ad campaign promoting the offer. Within 24 hours, we had sold 203 vouchers for Northeast. NorthEast Nursery emailed the offer to their Constant Contact list. Within hours, we saw the total sold raise to over 300. The offer was shared via Social media (FB, Twitter): the deal increased to 469 total sales in 3 days

75. Performance-based pricing

76. SEE how well it’s working

77. Use coupons to

78. Drive business on certain days/times, eg. 2 for 1 lunches

80. Creating a Coupon

81. Creating a Coupon

82. Consumer Coupon Experience

84. Credit Card companies

85. PayPal

86. Google checkout

87. Square

89. Keep In Touch! www.where.com/merchants Follow us on Twitter @WHEREforBiz Email merchants@where.com Call us at 1-866-649-4373 THANK YOU!