Webinar subject: How to Apply Mobile Applications and an e-wallet within your Media, Promotion and Communication Mix
Target audience:
- Enterprise: merchants, retailers, brands, verticals
- MNOs: Value added services, mobile payment, mobile marketing, mobile advertising
Speakers: Jo Heirman, Proximity BBDO (part of Omnicom group) + Toon Coppens, Alcatel-Lucent Mobile Wallet Service
Webinar recording available at: http://w.on24.com/r.htm?e=243024&s=1&k=9597DB465C3611C46862AE9CCE845E52
Mobile marketing webinar Alcatel-Lucent and Proximity BBDO
1. Mobile Wallet ServiceHow to apply mobile & contactless applications and an e-wallet within your media, promotion and communication mix Toon Coppens Alcatel-Lucent Jo Heirman Proximity BBDO
7. Target Groups & The Customer Decision Process On Targeting Behavioural Socio-demografic Lifestyle adoption
8. The media mix? Mobile marketing channels? Personal impact Reach Cost/contact Self service channels : cards, stickers, online, mobile web, mobile apps, NFC phone, 2D barcodes Retail channels : Cashier, payment terminal, desk terminal, In store screens, specific in store devices…
9. On tools Type of tools: billboards, pos materials, folders, coupons, vouchers, cards… Call-to-actions: register, buy, ask for more information, pay, save points Program opportunities : loyalty schemes (club & savings programs), coupon programs, gift vouchers, prepaid techniques…
18. Every card becomes a mobile application Real time Balance Transaction history Business expense On the fly subscription Personal coupons P2P transactions Personal coupons
22. Starting guide Applications Channels Models Services Objectives Saving Contactless card/sticker Closed vs Open loop User Self registration Sales increase Coupon Services Online / Mobile Web (e)-PoS Integrated vs non integrated Reporting & Analytics Sales frequency Gift voucher Mobile application Sales activation Balance interface for web / mobile Uniform vs segment based program Prepaid NFC phone Shopping analytics Club card (access..) 2D barcode Know your customer Open ended vs time limited campaigns M-Commerce Opex reduction
27. City marketingCity loyalty card + 100 points at swimming pool + 150 points at library -60 points for free access voucher museum Loyalty Wallet 21 | Touchatag |April 2010
28. City marketing: the Flow Purchase your card Get free offers Tag your presence & get points for additional rewards Shout your participation Get personalized & location based information
34. Alcatel-Lucent Mobile Wallet Service (MWS) consumer Balance check Communication Communication Mobile Wallet Service Reporting & Analytics SMS PoS Profile server administration transactions Campaign management WEB Program Database Admin (merchant /brand) consumer Mobile Application Consumer registration APIs Social networks External Payment networks 28 | Touchatag |April 2010
53. Conclusion Customers are ready Technology and applications are ready The industry is getting ready Are you ready? Contact: EMEA: toon.coppens@alcatel-lucent.com N-America: brian.stout@alcatel-lucent.com Source: Retail Info Systems – March 2010
Brand building > awareness, notoriety, image, customer experienceBrand/Sales Activation : trial, 1st purchase, repeat, cross, upgradeInformation : identification & contact, transactions, interaction, qualifiersCost reduction (cost of cash money & card transaction fees)Customer AcquisitionCommercial ObjectivesFrom Lead to dealAwareness, Interest, desire, activationTechniquesLead GenerationLead Qualification & Follow UpTrialCouponingCustomer RetentionCommercial ObjectivesSatisfaction, Commitment, engagementLoyaltyFrequency, Upgrade, cross salesTechniquesSales activationLoyalty Programs
Brand building > awareness, notoriety, image, customer experienceBrand/Sales Activation : trial, 1st purchase, repeat, cross, upgradeInformation : identification & contact, transactions, interaction, qualifiersCost reduction (cost of cash money & card transaction fees)Customer AcquisitionCommercial ObjectivesFrom Lead to dealAwareness, Interest, desire, activationTechniquesLead GenerationLead Qualification & Follow UpTrialCouponingCustomer RetentionCommercial ObjectivesSatisfaction, Commitment, engagementLoyaltyFrequency, Upgrade, cross salesTechniquesSales activationLoyalty Programs
The media mixEvaluation CriteriaReachImpactCost/ContactPossible mediaMass media1-to-11-to-manyAt home, on the move, in storePrint, online, mobile, …The role of creativity