Presented on October 20, 2011 for InnoTech Austin eMarketing Summit. All rights reserved.

1. NO MORE
MOBILE
GIMMICKS
#mGimmick
Thursday, November 3, 11

2. AUGMENTED REALITY
BUNION REMOVAL
DOCTOR-FINDING
BUNION MAPPER
APP
FIND A’ DOC
Dr. Moron
3mi.
Dr. Jokin n over !
H obble o ear you
7mi. octor n
to a d
Thursday, November 3, 11

3. CAT LADY FLOSSER!
IFY TORE
AM OX S
G B
R BIG PING!
YOU HOP CLEAN FREAK
CARB LOVER
S
Thursday, November 3, 11

4. These things are ridiculous...
but they are actually happening
1. The 3 types of mobile projects
2. How to do them right (or wrong)
3. A few steps to create ACTUAL value
Thursday, November 3, 11

5. Technology cycles
Mainframe Mini Personal Internet Mobile
Computing Computing Computing Computing Computing
1960s 1970s 1980s 1990s 2000s
courtesy of Mary Meeker
Thursday, November 3, 11

6. The 3 Mobile Program Types
The Mobile Maturity Model
Thursday, November 3, 11

7. Type 1
Tick The Box
Thursday, November 3, 11

8. DQ Restaurant Finder
“
everyone has seen the Apple
commercials with the tagline, “There’s
an app for that!”
Well, we felt it was finally time to
launch our very own Dairy Queen
iPhone Application.
The user experience on the application
was intentionally simplified as
compared to the full DQ
website.
Thursday, November 3, 11

9. Type 1 Characteristics
The boss asked you to, so you did it
“Me too” initiative
No long-term strategy
Content scrapped from website
Cheap!
Thursday, November 3, 11

10. What you need to know
Keep it up to date Avoid going custom Set expectations
3
22
150
75
2007
2008 0
2009
2010
Thursday, November 3, 11

11. Where is “Tick The Box” in the Maturity Model?
Thursday, November 3, 11

12. Type 2
The Gimmick
Thursday, November 3, 11

13. Klondike Unfoiled Gummie Mug
Thursday, November 3, 11

14. Type 2 Characteristics
Innovative or cool, but not
necessarily useful or thought out
Short-lived with large initial interest
Capitalizes on trends
*
Thursday, November 3, 11

15. *
But gimmicks aren’t always bad...
As long as you know why you’re doing them
Thursday, November 3, 11

16. Over a 1 year period, here are these apps’ rankings
Thursday, November 3, 11

17. Gummie Mug has 5x the search results of Klondike
Thursday, November 3, 11

18. The objective of these apps wasn’t to
accomplish a purchase, it was to raise
awareness
Thursday, November 3, 11

19. If gimmick = True, at least do it well
Don’t make users do Make something I Invest in design
ridiculous things. want to share
Thursday, November 3, 11

20. Mobile PSA
Chances of hitting top 100
The days of putting your app in the app store
and having it be an instant hit are over.
CTAs on web Email In-store
Training Videos PR Push
Mobile ads
Your Marketing Plan:
Highly Coordinated
Drafted WAY in advance of launch
Thursday, November 3, 11

21. Where is “The Gimmick” in the Maturity Model?
Thursday, November 3, 11

22. Type 3
The Product
Thursday, November 3, 11

23. Chase Bank Sephora to Go
Thursday, November 3, 11

24. Type 3 Characteristics
Long-term investment
Requires long-term support
Concrete metrics for success
Extension or creation of new product
or service
*
Thursday, November 3, 11

25. *
Just because it’s a product doesn’t
mean it has to be boring
gimmick + product = success
Thursday, November 3, 11

26. Pizza Hut took their core service and made it fun via gimmicks
Thursday, November 3, 11

27. Mobile is huge for Intuit, the
company behind TurboTax.
With SnapTax they extended their
service and had a slew of coverage that
cemented their place in mobile.
Thursday, November 3, 11

28. Where is “The Product” in the Maturity Model?
Thursday, November 3, 11

29. Now What?
5 Steps to Create Value
Thursday, November 3, 11

30. 1. Broaden your horizons...
Workforce Inventory Management Point of Sale Business
Sales Training Marketing Security
Thursday, November 3, 11

31. 2. Gather Requirements
Give all departments an index card to
answer “list a way mobile could better
your role”
An app
Not all ideas will be good, or to help
feasible network
Focus on opportunity, not technology
to
tore duct
n-s pro
s i he
ad e t
iP at
on str
Thursday, November 3, 11
dem

32. 3. Set objectives
Everything+ kitchen sink
Thursday, November 3, 11

33. 4. Calculate cost of ownership
Development Maintenance Hosting Marketing
Hardware Content/API Updates Licensing
Thursday, November 3, 11

34. 5. Don’t let technology
get in the way of
objectives
Thursday, November 3, 11

35. Mobile PSA
Stop the QRaziness
It doesn’t get good results
Most marketers don’t use it right
Thursday, November 3, 11

36. Sam Gaddis, CMO
mutualmobile.com
Twitter: @mutualmobile
Sam Gaddis
bit.ly/mGimmicks
Thursday, November 3, 11