Reference - Mobile Marketing Case Study 4

What is the hottest topic this summer? Must be the Twilight film franchise, Eclipse !

To create an atmosphere that surrounded by Twilight, Summit Entertainment integrated the traditional promotion with mobile devices channel. Several of mobile marketing campaign is launched, The Eclipse Movie Game and The Twilight Saga: Memory Quest that were developed by gaming compan, Game House.

As David Zemke, director of global marketing and publishing at GameHouse, said,
“The strategy behind the Twilight mobile games was simple; to bring one of the most popular book and movie franchises of all time to mobile devices”

They believe mobile marketing would effectively targeted the teens market,
“Ask any 17-20 year old what they consider as the most useful or desired thing they want, and a majority of them will say a "mobile device".”

Mobile marketing becomes a powerful tool, the clutter of mobile marketing will become more and more serious. Marketers need to spend more effort in the promoting format, and create the creative and innovative ways. This Twilight game is a good example, to read the whole story: http://www.mobilemarketer.com/cms/news/content/6711.html

(The Twilight Saga: Memory Quest )

Source: http://spd4290mobilemarketing2010.blogspot.com/2010/07/reference-mobile-marketing-case-study-4.html

Reference - Mobile Marketing Case Study 3

The Starbucks Mobile Coupon successfully retains the loyal customers and raises the potential customers’ awareness, the redemption rate of this mobile marketing campaign was 60 percent.

Starbucks Mobile CouponTo attract the new customers, Starbucks distributed a postcard in universities and malls. The postcard printed with a call-for-action “warm reminder” that urged customers to text STARBUCKS and SMS to a specific number, and got a WAP link to download a barcode coupon, which could enjoy a buy-one-get-one-free discount.

To reward the loyalty of existing customers, a promotion signage was placed in Starbucks, same function as postcard, there was a call-for-action “warm reminder” that customers only need to text TWENTY to a specific number, and would receive the different discounts and prizes.

The staffs would scan the mobile barcode coupon directly from customers’ mobile phones therefore to facilitate the customers, at the same time, increase the redemption rate, the trial and sales.

(Starbucks Mobile Coupon with QR Code)


(In-store promotion signage) (Staff scanning the mobile coupon)

Source: http://spd4290mobilemarketing2010.blogspot.com/2010/07/reference-mobile-marketing-case-study-3.html

Bibliography

App Store. (2010, July 1). myStarbicks. Retrieved July 6, 2010, from App Store: http://app-store.appspot.com/

Berkley, H. (2007). Marketing in the New Media. Self-Counsel Press.

Butcher, D. (2009, April 22). Database/CRM. Retrieved July 6, 2010, from Mobile Marketer: http://www.mobilemarketer.com/

Chaffey, E.-C. M. (2009). Internet Marketing (4th ed.). Pearson Education Limited.

Duncan, T. (2008). Principles of Advertising & IMC (2nd ed.). McGraw Hill.

Starbucks. (2010). Starbucks Card Mobile App. Retrieved July 6, 2010, from Starbucks: http://www.starbucks.com

Wehrs, M. (2009, November 17). Press Release. Retrieved June 30, 2010, from Mobile Marketing Association: http://mmaglobal.com/news/mma-updates-definition-mobile-marketing

Source: http://spd4290mobilemarketing2010.blogspot.com/2010/07/bibliography.html

Limitations of the Mobile Marketing Campaigns

Although the mobile marketing campaigns successfully retain the brand loyal customers, it has some limitations.

• It is not likely to target the new customers. The campaigns are not able to draw the mass attention, Starbucks are not providing an intention to the new customers to exposure the brand information or encourage a trial.
• Campaigns are not driving to the sale effectively, and they have a limited call-for-action function. “Frappuccino Happy Hour” will only direct to sale after customers attended a period of the campaign (only when customers keep participate the campaign). “myStarbucks app” even has no direct call-for-action to any sale.
• Both of them are inbound mobile marketing, the campaigns will only function after customers installed the specific application.
• The accessibility is relatively low because the mobile app could only function on Apple’s products, includes iPhone and iPad. When compare with the traditional mobile marketing such as SMS, which could function on nearly all kind of mobile phone.

Source: http://spd4290mobilemarketing2010.blogspot.com/2010/07/limitations-of-mobile-marketing.html

Benefits of the Mobile Marketing Campaign

Both of the above cases provide a very good example that how Starbucks uses mobile marketing to achieve several benefits.

• The mobile marketing campaigns linked the real time in store experience to the online virtual community, this is more difficult to access by other online marketing channels.
• It urges customers to develop an engagement with Starbucks, through visiting the stores regularly and interacting with the brand frequently and customers are encouraged by rewarding.
• Provides incentive for conversion, converts the virtual experience to actual sales via offering discount and e-coupon.
• Increases the acquisition, collects the customers data when they download the mobile app and every time they have redemption.

Source: http://spd4290mobilemarketing2010.blogspot.com/2010/07/benefits-of-mobile-marketing-campaign.html

Mobile Marketing Case Study 2 – Mobile Application

Starbucks is actively applying innovative mobile marketing, they developed the mobile application – myStarbucks, which allows iPhone, iPod Touch and iPad users download from Apple App Store with free-of-charge. The app has four main features, store locater, food menu, coffee menu and drink builder.

1. Store Locater – search the nearby Starbucks’ direction, opening hours and amenities. Customers could share their location in social network e.g. Facebook, Twitter instantly.
2. Food Menu – check the food nutritional information and ingredients.
3. Coffee Menu – learn the Starbucks whole bean coffee, its origin, story and features.
4. Drink Builder – create your own customized coffee and share with friends via email, social network or connection with other iPhone.

The app has a retention function to loyalty customers who are eager to Starbucks and want to know more its information. At the same time, allow customers easily dispatch those information to their network.

A Demonstration Clip of myStarbucks App:



Source: http://spd4290mobilemarketing2010.blogspot.com/2010/07/mobile-marketing-case-study-2-mobile.html

Mobile Marketing Case Study 1 – Location-based Services

The marketing campaign Frappuccino Happy Hour is an integration of online (social networks and mobile marketing) and offline (Starbucks stores) channels.

Customers check into any Starbucks during Frappuccino Happy Hour, from 3-5pm, will receive a virtual Starbucks Badge in their mobile phone. When customers collected a certain numbers of badges, they will gain the Frappuccino related discounts, for example, half-priced Frappuccino mobile coupon. Customers can add the badges in their profile of social network accounts, likes Facebook and Twitter, therefore to express their brand loyalty, and it will be rewarded too.

This mobile marketing campaign is runs through the iPhone application, and the virtual badge is delivered within Starbucks when customers check in the stores with their iPhone.

The campaign successfully drives customer call-for-action that come to the stores, as they said this is “a way to reach customers…in particular places or times… that other media cannot reach.”

(The location-based services allow customers receive the Starbucks Badge every time they check into Starbucks)


(Starbucks Badges) (Frappuccino Happy Hour Promotion)

Source: http://spd4290mobilemarketing2010.blogspot.com/2010/07/mobile-marketing-case-study-1-location.html

Mobile is not only a phone - Mobile Marketing

Besides dialing, talking photo, playing game… mobile become a powerful marketing tool - mobile marketing which has lower marginal cost and allow more personalization marketing.

In the past decade, mobile marketing is commonly linked with transportation advertisement. Nowadays, mobile marketing is a set of practices enables organizations to communicate with their audience through mobile device (Mobile Marketing Association, 2009). It’s a wider definition that not only covers the “traditional” tool likes SMS, but also some innovative mobile marketing as below:

1. Quick Response Code – a scannable barcode published in printed material which customers could intentionally opt-in, receive or redirect to the messages from marketers.

2. Location-based Services – detects the users’ location and practices with interaction that marketers sending message to customers or customers intentionally collect information from marketers.

3. Mobile App – mobile application software that use as a mobile marketing tool to delivery marketers’ message and drive customers’ engagement.


(a traditional mobile marketing with creativity - everyone want to remind the man that he left his coffee cup on the roof of his car, in fact, only an ads properties)


(QR Code on print material)

Sources: http://spd4290mobilemarketing2010.blogspot.com/2010/07/mobile-is-not-only-phone-mobile.html