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9 Emerging Trends for Foodservice Marketers 06.22.11 David Berkowitz Senior Dir Emerging Media & Innovation, 360i @dberkowitz / @360i / [email protected]
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9 Emerging Trends for Foodservice Marketers 06.22.11
David BerkowitzSenior Dir Emerging Media & Innovation, 360i@dberkowitz / @360i / [email protected]
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We love opportunities to learn from each other
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Blog.360i.com
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What we’ll cover today
Introduction 2
9 Trends 9
Recap 36
Q&A/Applause 38
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US mobile app usage – time spent all social fun & games
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Non-Mobilem.facebook.comAndroidiPhoneBlackberryOther
1/3 of Facebook Posting is Mobile
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Dan Zarrella, May 2011
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eMarketer: US Mobile Social Network Users (in millions)
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Story time
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Blog.360i.com
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Story 1
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9 Trends for Today… and Beyond
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1. Check-ins
2. Local Q&A
3. Crowdsourcing
4. Synced sharing
5. Daily deals
6. Geomessaging
7. Barcodes & scanning
8. Augmented reality
9. Near Field Communication
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•Get people to share that they’re at your location with their friends, and reward them for desired action (loyalty, trial, bringing friends, etc)
•People need a reason to check in, either because there’s something special about it or because the reward is worth talking about
1: Check-ins
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Buffalo Wild Wings throws down the SCVNGR challenges
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McDonald’s rewards check-ins with donations
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•With social media, brands must provide value, and in this case the value is your expertise
•Brands are not always welcome, and on some sites like Formspring, a lot of content is not generally brand-friendly
2: Local Q&A
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Localmind (often) taps the best experts near you
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Local Q&A doesn’t always have to be mobile
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•With social media, brands must provide value, and in this case the value is your expertise
•Participants have a way of taking such projects in unexpected directions, so be prepared, and set fair boundaries
3: Crowdsourcing
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• Getting consumers to do your dirty work for you
• Letting consumers run your ad campaigns
• A fancy word for a focus group
• Giving up total control over your brand
What crowdsourcing ISN’T
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X
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El Monterey crowdsources flavors
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Wendy’s wants to hear from fans
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•Connecting mobile with TV can finally deliver on iTV in a way that gets promotions right into consumers’ hands – and gets those hands and feet into your stores
•Most of these apps are <1 year old, so while mobile devices are used heavily during TV viewing, promos still need to fit in with consumer behavior
4: Synced sharing
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Call to action appears on TV Offer delivered to phone via app
How Synced Sharing works
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Redeem in store
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•When deals are truly social, opportunities abound to expand reach, grow sales
•Sometimes merchants must break the bank to woo customers
5: Daily Deals
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PeopleDeals get better the more they’re shared
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•Target consumers near you or at your stores with special offers relevant to what they’re doing right then and there
•Relevance is critical, as the wrong kind of message can trigger a backlash
6: Geomessaging
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When relevant, geomessaging can promote loyalty
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Xtify brews local alerts
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•Use a trigger to create an instant link between consumers’ physical and mobile environments
•Not everyone knows what do with them yet, marketers need to figure out the strategy for where they lead
7: Barcodes
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Jon Stewart’s baffled by QR on TV – you should be too
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Buy pineapple Spot code
User experience must be paramount
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Say what?
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Starbucks offers a truly mobile experience
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•Deliver digital information superimposed over the physical world for utility or entertainment
•Many applications have been gimmicky to date, but the technology still holds promise
8: Augmented reality
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Google Goggles
• Google Goggles: recognize images of brands, as well as ads
• Aurasma: make any physical object instantly interactive
• GoldRun: create augmented reality scavenger hunts and invisible pop-up stores
Aurasma
3 visions of the future of AR
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GoldRun
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•Beyond speeding up the checkout process, encourage loyalty and brand advocacy
•Google’s Nexus S is the only widely available phone; stopgap measures will ease into the transition but expect limited use before 2013, if not later
9: Near Field Communication (NFC)
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Stickers provide an interim opportunity to use NFC
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First Data
Mixi
First Data’s GO-Tag
• Stickers on phone used by 7-Eleven in pilot
• Other providers include Tetherball and Bling Nation
Mixi’s NFC check-in
• Prove that a consumer is really inside a location with physical check-in
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2 ways NFC can work with stickers today
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Story time
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Blog.360i.com
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Story 2
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David Berkowitz, [email protected], @dberkowitz
You’re the best!
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