Mobile coupons can get tricky from a from a strategic perspective. With mCoupon technology ranging from static to dynamic and dynamic verified, it’s imperative brands develop a clear understanding of what’s out there in order to execute campaigns successfully. In this webinar we analyze the mobile coupon ecosystem and develop action items for earning mCoupon ROI. From the Getting It Right In Mobile series.

1. Ge#ng
It
Right*
In
Mobile
*
How
To
Extract
Maximum
ROI
From
Mobile
Coupons
Kane
Russell,
VP
of
Marke,ng
Waterfall
Mobile
Wednesday, October 26, 2011 1

2. Waterfall
Mobile
and
the
Msgme
Pla;orm
Waterfall
Mobile Msgme
๏ Founded
August
2005 ๏ Free
trial:
www.msgme.com
๏ Offices
in
SFO
(HQ),
NYC
&
Aus,n ๏ API
suite:
developer.msgme.com
๏ Backed
by
Vista
Equity
Partners
๏ Custom
applica,on
development
๏ Cross-­‐channel
mobile
&
social
CRM
via
SMS,
๏ Short
code
provisioning,
cer,fica,on
MMS,
QR
Codes,
IVR,
Facebook
&
TwiTer &
audit
management
Wednesday, October 26, 2011 2

3. Objec?ves
For
Today’s
Webinar
Mobile
Coupons:
1. Stats
2. Ingredients
3. Case
Studies
4. How
To
Extract
ROI
Wednesday, October 26, 2011 3

4. Growth
of
Digital
Marke?ng
in
the
US
U.S.
Mobile,
Social
&
Email
Market
Value
($s
in
millions)
CAGR
Mobile
marke,ng $13,232 32%
Social
media
marke,ng
Email
marke,ng $11,274
$9,150
$8,237 38%
$6,998 $7,057
$5,697
$4,896
$4,238
$3,242
$2,777 $4,995 26%
$4,217
$1,652 $3,453
$2,760
$2,119
$1,590
$2,262 $2,468 10%
$1,510 $1,694 $1,875 $2,066
2011 2012 2013 2014 2015 2016
Source:
Forrester,
2011
Wednesday, October 26, 2011 4

5. Why
Mobile
Coupons?
Redemp?on
For
adver3sers,
mobile
coupons
offer
a
great
ROI.
Redemp3on
rates
are
10
3mes
that
of
mail
-­‐
or
newspaper
-­‐
distributed
coupons.
User
Experience
Text-­‐based
coupons
are
the
fastest-­‐
growing
and
most
obvious
applica3on
that
is
also
easy
to
implement.
Source:
Borrell
Associates,
2011
Wednesday, October 26, 2011 5

6. Mobile
Coupon
Uptake
Mobile
marke?ng
is
the
next
fron?er
in
digital
marke?ng
US
2010 45% 44% 11%
Canada
2010 46% 49% 5%
Mobile
coupons
will
be
a
key
part
of
many
digital
marke?ng
campaigns
US
2010 33% 44% 23%
Canada
2010 49% 39% 13%
Agree Neutral Disagree
Source:
DMA,
2011
Wednesday, October 26, 2011 6

7. Mobile
Coupon
Adop?on
Rate
Projected
Users,
USA
(millions)
CAGR
96.8 5%
92.5
88.2
83.6
35.6 39%
28.7
19.8
13.3
2010 2011 2012 2013
Online
Coupons Mobile
Coupons
Source:
eMarketer,
2011
Wednesday, October 26, 2011 7

8. The
4
Ingredients
of
Mobile
Coupons
4
steps
to
success
for
any
mobile
coupon
campaign
๏ Mobile:
interac,on
via
mobile
requires
an
interac,ve
approach
๏ Marke*ng:
calls
to
ac,on
s,ll
rely
on
tradi,onal
marke,ng
principles
๏ Means:
choose
the
best
means
–
messaging,
web
or
app
๏ Method:
choose
the
best
method
–
sta,c,
dynamic
or
dynamic-­‐verified
Wednesday, October 26, 2011 8

9. Mobile
Coupons
Means
and
Method
Means
Mobile
Marke,ng
Format
That
Led
to
a
Purchase
๏ Messaging According
to
US
Smartphone
Owners
๏ Web
Text
Message 41%
๏ Applica?on
Facebook 35%
Shopping
App 32%
Method
Twitter 20%
๏ Sta?c
LBS
App 15%
๏ Dynamic
Nonshopping
App 11%
๏ Dynamic
Verified
Source:
eMarketer,
2011
Wednesday, October 26, 2011 9

10. Means:
Mobile
Messaging
๏ Defini?on:
coupon
delivered
via
direct
mobile
message
(e.g.
SMS,
MMS)
๏ Pros:
most
widely
deployable
from
technology
and
user
standpoint
๏ Cons:
less
rich
graphics
๏ Best
for:
alpha-­‐numeric
based
codes
Wednesday, October 26, 2011 10

11. Means:
Mobile
Web
๏ Defini?on:
coupon
delivered
via
link
to
a
mobile
website
๏ Pros:
HTML
capabili,es
๏ Cons:
one-­‐to-­‐many
distribu,on
๏ Best
for:
graphical
1D
and
2D
bar
codes
Wednesday, October 26, 2011 11

12. Means:
Mobile
App
๏ Defini?on:
coupon
delivered
within
a
downloaded
mobile
applica,on
๏ Pros:
rich
graphics
experience
๏ Cons:
requires
web
connec,on
and
app
download
๏ Best
for:
loyalty
programs
for
advanced
users
Wednesday, October 26, 2011 12

13. Method:
Sta?c
Coupons
๏ Defini?on:
every
recipient
receives
the
same
coupon
๏ Pros:
easiest
to
set
up/deploy
๏ Cons:
least
insight
into
tracking
๏ Best
for:
build
a
list,
get
the
word
out,
drive
traffic
Wednesday, October 26, 2011 13

14. Method:
Dynamic
Coupons
๏ Defini?on:
each
recipient
receives
unique
coupon
code
๏ Pros:
excellent
for
tracking
by
user
and
customizing
expira,on
dates
๏ Cons:
more
expensive
to
set
up/deploy;
no
integra,on
with
POS
๏ Best
for:
targeted
offers,
viral
campaigns,
redemp,on-­‐focused
(as
opposed
to
traffic-­‐focused)
ini,a,ves
Wednesday, October 26, 2011 14

15. Method:
Dynamic-­‐verified
๏ Defini?on:
each
recipient
receives
unique
coupon
pre-­‐integrated
with
point
of
sale
(POS)
machine
๏ Pros:
op,mal
for
tracking/customizing
by
user/purchase/expira,on
date
๏ Cons:
most
complicated
to
set
up/deploy
๏ Best
for:
campaigns
needing
detailed
repor,ng
Wednesday, October 26, 2011 15

16. Mapping
The
Op?ons
Consumer
Reach
High Low
Mobile App
Technical
Resources
Required
High
Low Dynamic Verified
Mobile Messaging
Static
Low High
Tracking/Repor?ng
Capabili?es
Wednesday, October 26, 2011 16

17. Case
Studies
Splinter
Cell
McDonald’s
Wai?ng
For
“Superman”
Wednesday, October 26, 2011 17

18. Call
to
Ac?on:
Splinter
Cell
Wednesday, October 26, 2011 18

19. Call
To
Ac?on:
McDonald’s
Wednesday, October 26, 2011 19

20. Call
To
Ac?on:
Wai?ng
For
Superman
Wednesday, October 26, 2011 20

21. Call
To
Ac?on:
Incen?ves
Splinter
Cell:
receive
a
free
in-­‐game
weapon
McDonald’s:
free
McChicken
sandwich
coupon
Wai?ng
For
“Superman”:
$15
to
benefit
classroom
projects
Wednesday, October 26, 2011 21

22. Case
Study:
Ubisol
๏ Campaign:
2
weeks
before
release,
gamers
could
text
WEAPON
to
44144
and
receive
unique
code
to
unlock
secret
weapon
๏ Objec?ve:
increase
mobile
subscribers
and
engagement
๏ Promo?on:
Email
list,
TwiTer,
Facebook
๏ Results:
80%
opt-­‐in
rate;
doubled
mobile
subscriber
list
on
the
first
day;
+
400%
by
end
of
2
weeks
๏ Key
concern:
what’s
the
engagement
strategy
with
subscribers
going
forward?
Wednesday, October 26, 2011 22

23. Case
Study:
McDonald’s
๏ Campaign:
By
submiong
mobile
number
online
would
opt-­‐in
and
receive
coupon
๏ Objec?ve:
drive
store
traffic
to
try
new
menu
item
๏ Promo?on:
TwiTer,
Facebook,
Web
in
Spanish
and
English
๏ Results:
30%
opt-­‐in
rate
aper
receiving
coupons
๏ Key
concern:
how
can
you
mo,vate
people
to
return
aper
geong
free
sandwich?
Wednesday, October 26, 2011 23

24. Case
Study:
TakePart/Par?cipant
Media
๏ Campaign:
by
tex,ng
POSSIBLE
to
77177,
users
received
a
$15
code
that
they
could
redeem
at
DonorsChoose.org
๏ Objec?ve:
ignite
personal
involvement
in
and
social
change
for
US
educa,on
system
๏ Promo?on:
online,
DVD,
in
theater,
in-­‐store
๏ Results:
$142,929
addi,onal
raised
from
par,cipants
for
a
total
of
$832,254
donated
toward
classroom
projects,
impac,ng
699,738
students
๏ Key
concern:
what’s
the
strategy
to
get
par,cipants
to
share
campaign
with
others?
Wednesday, October 26, 2011 24

25. The
4M’s
In
Ac?on
Mobile MarkeFng Means Method
Database
built
Clear,
well
Mobile
UbisoI out,
but
follow-­‐
defined
CTA messaging
Dynamic
up
unclear
No
metadata
Sta,c
with
Spanish
and
Mobile
McDonald’s English
op,ons
capture,
but
Messaging
Dynamic
seamless
sign
up Expira,on
Cross-­‐channel
Cross-­‐channel
PM/TP integra,on CTAs
Mul,channel Dynamic
Wednesday, October 26, 2011 25

26. Key
Takeaways
For
Extrac?ng
mROI
Know
your
4
m’s.
Then
deploy
according
to
your
best
strategy
๏ Know
your
mobile:
interac,ve,
ongoing
campaigns
focused
on
maximizing
customer
life,me
value
๏ Know
your
marke*ng:
call
to
ac,ons
need
to
be
clear
and
remember
to
focus
on
user
experience
๏ Know
your
means:
“mobile”
means
three
things
–
messaging,
web
&
app
–
all
have
pros
and
cons,
choose
what’s
best
for
your
campaign
๏ Know
your
method:
“mobile
coupons”
means
three
things
–
sta,c,
dynamic
&
dynamic
verified
–all
have
pros
and
cons,
choose
what’s
best
for
your
campaign
Wednesday, October 26, 2011 26

27. Any
Ques?ons?
For
more
informa,on
visit
www.msgme.com
More
industry
informa,on
available
on
our
blog
@
blog.msgme.com
Case
studies
are
available
@
clicky.me/msgmecs
Or
contact
us
directly:
marke,ng@waterfallmobile.com
Wednesday, October 26, 2011 27