How to launch a event ticketing sales business on mobile [Part 1 - Mobile Strategy]
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How to launch a event ticketing sales business on mobile [Part 1 - Mobile Strategy]
- 1. HOW TO LAUNCH A EVENT TICKETING SALES BUSINESS ON MOBILE ROCKET FUEL FOR ASPIRING MOBILE MARKETERS @FLEPHDOTCOM
- 3. SO… WHAT IS A MOBILE STRATEGY?
- 4. STRATEGY OVERVIEW THE APPROACH WE WILL USE IN ORDER TO ACHIEVE OUR OBJECTIVE CONTEXT WE HAVE IDENTIFIED A GAP IN THE MARKET FOR A MOBILE BASED EVENT TICKETING SERVICE
- 5. GOAL TO BE THE LEADING MOBILE TICKETING BUSINESS IN OUR MARKET OBJECTIVE DEPLOY A COMMERCE ENABLED MOBILE PLATFORM THAT CONVEYS RELEVANT VALUE PROPOSITIONS TO EACH CUSTOMER (AND SEAMLESSLY) ACROSS EVERY MOBILE DEVICE BY 1 FEBRUARY 2014
- 6. CONSIDERATION #1 WHAT IS OUR COMPETITIVE ADVANTAGE?
- 7. COMPETITIVE ADVANTAGE THE BRAND THE COMPETITION A A = THE VALUE THAT WE CREATE THAT IS DIFFERENT FROM THE COMPETITION THE CUSTOMER
- 8. CONSIDERATION #2 HOW WILL WE DIFFERENTIATE OUR BRAND AND OUR VALUE PROPOSITION?
- 9. HOW WILL WE DIFFERENTIATE OUR VALUE PROPOSITION ON MOBILE? OPTIMISED UX AGGREGATED CONTENT CONVERSION TACTICS RELEVANT PROPOSITIONS REWARDS, DISCOUNTS, etc QUICK, SNAPPY PURCHASES CONTENT SUBSCRIPTIONS
- 10. BRAND DIFFERENTIATION STRATEGIES CONTENT DIFFERENTIATION Market Penetration 80% CUSTOMER SERVICE DIFFERENTIATION 60% MEDIA DIFFERENTIATION 40% PRICE/QUALITY DIFFERENTIATION 20% 0% INNOVATION DIIFFERENTIATION Market Maturity
- 11. CONSIDERATION #3 WHAT MEDIA WILL WE USE TO MARKET OUR PROPOSITION?
- 12. STRATEGY CONSIDERATION WHAT MEDIA WILL WE USE TO MARKET? INSIGHT AUDIENCES OFTEN HAVE A HIGHER PROPENSITY TO CONVERT WHEN BRANDS ENGAGE WITH CONSUMERS THROUGH CONVERGING MEDIA CHANNELS
- 13. MAKING SENSE OF MEDIA THE MEDIA SPECTRUM BOUGHT OWNED EARNED MOBILE ADVERTISING TV RADIO PRINT MOBISITE MOBILE APP SOCIAL MEDIA
- 14. CHOOSING THE RIGHT MEDIA 1. THE OBJECTIVE
- 15. CHOOSING THE RIGHT MEDIA 2. TARGET AUDIENCE
- 16. DEMOGRAPHICS AGE GENDER EDUCATION INCOME OCCUPATION LOCATION MARITAL STATUS TARGET AUDIENCE PSYCHOGRAPHICS GOALS AND AMBITIONS WANTS. NEEDS, MOTIVATIONS HOPES, DREAMS, ASPIRATIONS FEARS, DOUBTS, WORRIES :: PROBLEMS TO BE SOLVED ::
- 17. CHOOSING THE RIGHT MEDIA 3. THE MESSAGE
- 18. MESSAGING STRATEGY OVERVIEW BRAND BELIEF BRAND BEHAVIOUR BRAND MESSAGE BUYING TICKETS VIA MOBILE SAVES CUSTOMERS TIME AND MONEY CUSTOMER OBSESSIVE MOBILE TICKETING SOLUTIONS QUICK AND AFFORDABLE EVENT TICKETS AT YOUR FINGER TIPS
- 19. CHOOSING THE RIGHT MEDIA 4. THE FREQUENCY
- 20. CHOOSING THE RIGHT MEDIA 5. THE BUDGET
- 21. SO… WHAT EXACTLY IS MEDIA CONVERGENCE THEN?
- 22. MEDIA CONVERGENCE IN A NUTSHELL MEDIA CONVERGENCE IS THE PROPENSITY FOR DIFFERENT MEDIA TO EVOLVE TOWARDS PERFORMING SIMILAR TASKS
- 23. SO WHAT?
- 24. THE PURPOSE OF ADVERTISING TO PERSUADE THE MARKET TO DO BUSINESS WITH YOU INSIGHT GIVE CONSUMERS A REASON TO BUY FROM YOU AND NOT YOUR COMPETITOR
- 25. INTEGRATING MOBILE WITH TRADITIONAL MEDIA DIGITAL WATERMARKING
- 26. INTEGRATING MOBILE WITH TRADITIONAL MEDIA INTERACTIVE PRINT
- 27. SECTION ONE – WHAT HAVE WE LEARNT MOBILE STRATEGY • THE RELATIONSHIP BETWEEN GOALS AND OBJECTIVES • HOW TO DEFINE AND CREATE A COMPETITIVE ADVANTAGE • HOW TO DIFFERENTIATE A BRAND • THE THREE TYPES OF DIGITAL MEDIA • HOW TO CHOOSE THE RIGHT MEDIA FOR ADVERTISING • HOW TO DEFINE A KILLER BRAN D ADVERTISING MESSAGE • HOW TO USE MEDIA CONVERGENCE