Brand Extension into the Mobile Advertising Environment: A How To Guide

1. Mobile Advertising Expanding and Evolving Brand Engagement By Jeff Hutkoff, PhC.

2. Moving from Passive to Participant Environment in a Mobile Lifestyle Ancient History Clients hire advertising agencies to present brands to customers through mass media channels. Recent History Clients hire agencies to optimize brand messages to reach customers through focused niche media channels. Now Customers interactively engage products and companies in a location-based socially-informed mobile environment. Agencies help companies jump start and promote the conversation.

3. Expanded Opportunities for Brands in Mobile Advertising Environment Mobile devices drive multiple brand touch types: Mobile Applications Inter-application advertising Application sponsorships Application features engagement with brand core attributes Text Messages Embedded video/text content integrated advertising Text message to…click, map, API, opt-in, inform, contest, review, contribute, coupon, join group GPS Location-based advertising with interactivity…maps, coupons, social networks, time-based promotions, contests, reviews Environment feeds device and can respond to device’s presence Social Constant, instant give and receive; 1 to 1 and 1 to many Engagement feeds the experience

4. Lessons Learned from Running Mobile Advertising Campaigns Mobile device is everyone’s personal assistant Need to engage the device and the person owning the device Attention span is dead; we have engagement spans Mobile engagement = social entertainment Social engagement of your brand promotes ownership of your brand Time & place relevancy increases mobile engagement Grow the conversation or blink out No brand exists until it is commented on and shared All voices are equal, and necessary Mobile advertising results in better conversations Feed the brand narrowly to grow it broadly Reach the influencers; let them socially connect the mass Mobile is different: Influencers can be social-connected people, popular mobile applications, and/or popular mobile devices Context is everything; light the spark at right time/place to engage influencers

5. Winning in Mobile Advertising Engage constantly Brands exist only to the degree they invite participation and commentary (ownership) Pinpoint relevancy Hit the time, location and engagement sweet spot to drive participation with brand Control the currency Participation is the new coin of the realm; when participation is achieved, recognize and reward it

6. Tactical to Practical Companies can jump start the conversation about their brand by offering creative that is entertaining, location-relevant and worthy of being passed around for social commentary. Once the brand message is exported, nurture the conversation by engaging, rewarding and empowering responders. These become your influencers. Give influencer customers reasons and tools to share with other potential customers so they can experience the time and location relevant brand engagement. Evolve the brand message for new mobile campaigns in participation with engaged social influencers.