Professional Documents
Culture Documents
in association with:
Mobile 2013:
Expert Report
in conjunction with
CASE STUDY
Mobile training helps Papa Johns expansion drive
With 3,000 restaurants located in 49 states and 22 countries, Papa Johns International is now the worlds third-largest pizza company. Papa Johns is expanding rapidly, with plans to open dozens of stores each year around the world, including in Asia, Europe and Latin America. Global expansion on this scale could create a dilemma: trips to distant countries for training and meetings are time-consuming and expensive. Papa Johns wanted to keep travel for critical events such as store openings and in-person training, according to Don Clark, senior director-international finance and administration for Papa Johns. Papa Johns employees now use web conferencing from Citrix GoToMeeting to review store layouts, provide franchisee training, hold international staff meetings and securely conduct business around the worldall from their office desks. Features such as application-sharing and annotation tools increase employee productivity and franchisee interaction. The company has saved $50,000 in franchisee travel alone, Clark says, crediting GoToMeeting technology with helping Papa Johns expansion. I have no doubt that GoToMeeting has given us the ability to open more stores.
CASE STUDY
For a travel brand, only a mobile app will do
Given consumers preferences for booking holidays online, it makes sense for a hotel booking site to have a strong mobile presence. Hotels.com and its UK agency, Fetch Media, initiated a global mobile programme that boosted the brands global traffic through mobile technology and helped acquire new customers by increasing visibility. Fetch advised on the design of an easy-to-use app to help customers book a hotel room quickly, which Hotels.com then built in-house. A global marketing campaign was launched across 42 markets on the Android and iOS platforms. The agency also created relevant App Store content and search optimisation to increase downloads after the launch. To keep the app at the top of the App Store travel rankings, Fetch targeted bursts of advertising across key times of the day and days of the week. Hotels.coms app reached number one in the travel category on the App Store in 29 countries and was in the top 10 in all 42 countries.
Expert Report
in conjunction with
CASE STUDY
Unilever eschews apps in favour of mobile ads
Hair loss is far from an exclusively male problemit is an increasingly common issue for women, but the subject remains largely taboo. Unilever used mobile marketing in its Singapore market to communicate on this sensitive topic and promote its Dove Hairfall Rescue product. Mobile was chosen for the task, which makes sense because mobile penetration is very high in Singapore. The local offices of Mindshare and InMobi devised a campaign designed to be an immersive experience for viewers, fronted by Claire, a girl in her late 20s and suffering hair loss. Rather than an app, however, the campaign was based around a banner ad, leading to Claires story within an HTML 5 ad unit. The ad allowed people to interact and find out more about Claires story at their own pace, without having to download an app which might have disrupted the experience. A bottle of Doves Intensive Hair Tonic is then introduced in the ad unit, whereby users could actually perform the motion of applying the solution to demonstrate ease of use. The campaign achieved a high engagement rate of 30.96% and an average viewing time of 3 minutes and 28 seconds.
Expert Report
in conjunction with
CASE STUDY
Revenues rise exponentially with webinars
Inspired Marketing, a company selling digital tools and online training programmes on social networking, wanted to find a more efficient way of reaching customers. Company founder, Lewis Howes, didnt see the potential for growing his business until he participated in his first webinar. I presented my talk and at the end offered a $150 training product to the audience. I was amazed to check my PayPal account and see $6,500 in it. It opened my eyes to a whole new world. Today, Inspired Marketing not only continues to offer free, educational webinars on social media strategies, but also presents fee-based training webinars for client companies. Webinars are accessed by attendees, all over the world, on mobile and desktop devices. Webinars are an incredibly efficient way to generate business, Howes noted. They are extremely powerful tools. For example, in January 2011, we had sales of $250,000 from just seven GoToWebinar events. In addition to these high conversion rates, GoToWebinar offers ease and flexibility, as presenters and their live audience can dial in remotely using mobile devices and interact without having to travel.
Conclusion
Smartphones and other mobiles devices are now embedded in our work and leisure lives; changing the way todays executives do business and how consumers transact with brands. The problem is a familiar one for many businesses and consumers: too little time and so much to do and learn. If marketers take one statistic away from this paper, it is that the average attention span in 2012 was 8 seconds, and shrinking. Therein lies the challenge, and the opportunity, for both B2B and B2C marketers. The good news is that when 4G becomes more universal over the next year, the creative possibilities in formats such as online video, and enhanced productivity offered by work tools such as mobile conferencing and webinars, become infinitely greater. Smart marketers know to ignore the hype and hysteria around mobiles next big thing and that the only differentiation that counts in smart mobility is a better, simpler, more engaging customer experience.