MOBILE MARKETINGTyson HigginbothamV.P. Marketing / Bus. Dev.

The train has left the station

it is picking up steam!

&

Adoption rate twice that of the WWW.

2011 Paradigm ShiftConsumers prefer mobile

What You Need To Know About Mobile For 2012

Complete Mobile Ecosystem TodaySMS / MMS

QR CODES

APPLICATIONS

SOCIAL

EMAIL

MOBILE CRM

Early Trends Don’t Show Any Signs Of Slowing Down!

50% OF THE POPULATION BY

2015

2015:80% OF POPULATION USING MOBILE PHONE

30% OF POPULATION ON TABLETS

Consumers Are Using Mobile For Everything

87% of smartphone owners

access the internet and email on their handheld*

13% of organizations integrate mobile with email

21% of organizations report integrating email with mobile is effective

Changing the game for how we think of email

Trends Are Staggering44% Growth 

SMART PHONE

44% Growth  TABLETS / E‐READERS

23.5% GROWTH

MOBILE DEVISES RULE THE 

MORNING AND EVENING

AND EVENING

MOBILE DEVICES RULE 

THE MORNING 

AND EVENING

Mobile Is Effecting Every Aspect Of Our Lives!

Brands are taking notice60% INCREASE IN MOBILE SPEND

SMS / MMS

MOBILE OPTIMIZED WEB SITES

APPLICATIONS

SOCIAL

SHARE

MOBILE CRM FOR TABLET

STRATEGY IS ESSENTIAL TO END USER EXPERIENCE AND END USER ENGAGMENT

Marketing To The Pocket/ Purse Is Very Different Than Any Other Direct Marketing

Everyone Uses TextTransactional Push

What You Need To Know About SMS

Over 8 Trillion Text Messages where sent in 2011

Of the world’s

4 billionmobile phones in use,

1.08 billionare smartphonesand a whopping

3.05 billionare SMS enabled(950 million are not SMS enabled)

75%

27%27% 25%

What is the size of the mobile market?

Macy’s is Mobile

ENTER ONLINE TO RECEIVE

OFFERSCALL TO ACTION

SEND TEXT

RECEIVEOFFER &

LINK

Macy’s is Mobile

REDBOX TEXT DEALS

MAKE IT FUN

MAKE IT SOCIAL

REDBOX TEXT DEALS

Generated 1.5 million text messagesIncluded 400,000 unique customersCreated 200,000 new SMS subscribers

What You Need To Know About Mobile Optimize Web SitesPEOPLE ARE ACCESSING THE WEB FROM MOBILE AND TABLETS

UP TO DATE INFORMATION CONNECTED AT ALL TIME RESEARCH / SHARE

Global Mobile vs. Desktop Internet User Projection, 2007‐2015E

THE ANDERSONS IS MOBILE!SHOP

CONNECTENGAGE

ALL ON YOUR MOBILE DEVICEUTILIZE MOBILE TO DRIVE CUNSUMER ENGAGMENT TO YOUR CRM

Engagement Begins with Registration at The Andersons Store web site.

Engage Consumers on Your Website

CONNECT TRADITIONAL

MORTAR

CONNECT IN BRICK AND

MORTAR

CREATE VALUE

DELIVER VALUE

THE ANDERSONS INVITES

CONSUMERS TO OPT – IN

FOR TEXT ALERTS

DELIVER RELEVANT TEXT ALERTS 

WHAT YOU NEED TO KNOW ABOUT APPLICATIONSPEOPLE ARE DOWNLOADING APPS!

QUICK TO GET TO MARKET UPDATES AND ACTIONS

10.6 Billion apps have been downloaded

300,000 Mobile apps have been developed with the last 3 years

1 in 4 apps are never used once downloaded

Mobile Applications are expected to peak in 2013

•Lengthen park visits through enhanced park engagement •Increase in-park revenue within-app ticket purchase capabilities •Promote and up-sell park features using mobile messaging and a custom CMS

Mobile CRMUSING SMART PHONE AND TABLET Medtronic CRM salesforce deployment

Plan of action

Rep Plan of ActionCustomer needs

are identi ed

Sales Stages

Rep reports visiting PDA-

checks Sales Stages

Marketing & SalesCycle

Management

Sales & Marketingde ne strategyfor Sales Cycle

Tailored Multi-channelMarketing campaigns

HQ functions preparemessages

Tailored Marketingmessages

Customer receivesmulti-channelmessage and

takesaction

SystemDatabase

Closed Loop Marketing and Sales

Mobile CRM USING SMART PHONE AND TABLET CRM salesforce deployment

DIRECT PRESENTATION

REAL TIME DATA  PROCESS

SHORTENED SALES CYCLE

Mobile CRM

What to look for in the future

Near Field Communication [NFC]What is it?

Frictionless Transactions Short Range wireless RFID technology

Close Proximity / Physical Touch is Required

NFC is the technologybehind Google Wallet

Mobile Ping

Video demo

Moosejaw / marxent

Augmented Reality

Video Demo

•37% increase in same period sales. •33% increase in catalog response rate.

•75K+ downloads in a 5 week period.

What to look forward to in 2012

• Mobile web sites• Development of apps• Rich media mobile advertising• Driver of CRM based loyalty programs• Experience driven QR codes• Social Strategy will be more tightly woven 

into the fabric of mobile• Location based Advertising• Augmented Reality

MOBILE PAYMENTS IS THE NEW FOCUS

GOOGLE WALLET/PAYPAL

FOCUS ON SMART PHONES / FADING OF FEATURE PHONES

Key Points to Take Away From today’s Briefing

Strategy is keyEnd User Experience is Paramount

Give to GetProvide highly relevant content

Strategy that stitches together traditional and non-traditional that

Is focused on “the experience”

Delivers relevant content

Closing the marketing loop

Remarket to end users that are taking action NOW!

Tyson HigginbothamV.P. Marketing / Business Development

800-285-0808614-203-1851

thigginbotham@westcamp.comText keyword “TYSON” 614-385-0421