Digital branding is here, and it's not going away. With nearly every major company getting into the mobile wallet space, learning how to use mobile wallets for marketing and branding opportunities should be one of the first things you have on your priority list. How do you go about creating an effective digital branding presence? What are the elements of mobile wallet marketing campaigns that can increase your funnel conversion rates by as much as 15X over traditional email campaigns?

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DIGITAL + branding • Digital Business Cards Webinar

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What We’ll Cover Today
• Increase Engagement
• Improve Results Dramatically
• Manage Groups
• Close More, Close More Often
• Step by Step Plan
List building is only the first step. What you do next determines your success.
Kim Stuart

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A LITTLE SOMETHING ABOUT ME
Some background info…
WHO AM I? I’ve been online full time since ‘96
E-commerce. Affiliate Marketing. Research
and analytics.
WHAT DO I DO?

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OUR TEAM
Affiliate marketing, live streaming software
1999 - technology challenges
HAZEL FRUITMAN
Communications technology, large scale
efficiencies at scale
MICHAEL MALONEY

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Big ideas take a little getting used to…

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$610,000,000* - Sales Reported
1998
*not as impressive today as it was back then

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OOPS! Timing Really Is EVERYTHING!
A view from the WaybackMachine —
Online furniture store, e-commerce FAIL!
December 1998
Loyalty program, even back then!

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THE TECHNOLOGY
What Does 1994 Have in Common with Today?
$

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Little Ideas Can Take a Little Getting Used To…
IMAGE
Nearly 2/3 of US Adults Have Smartphones
19% of smartphone owners have fewer options for access than their smartphone or have
no broadband at home. 7% have NEITHER option.
Who Uses the Smartphone the Most?
Smartphone owners of all kinds use their phone to help navigate numerous important life
events; lower income and “smartphone-dependent” users are especially likely to use
their phone for job and employment resources.

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WHAT WE SAY ABOUT OUR PHONES
A recent Pew Research survey (OCT-DEC 2014) of US smartphone owners provides some
interesting data — especially when we look at the third circle.
Couldn’t live without
Not always needed
54%
46%
Leash
Freedom
30%
70%
Annoying
Helpful
7%
93%

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HOW DO WE USE OUR DEVICES?
93%
%
Younger Users Avoid Getting
Bored by Using Phones
56%
&
Learn About Community
Events or Other Activities of
Note
Take a Class or Get Educational
Content
30%
'
43%
(
Look Up Information About a
Job - 18% Actually Submit a
Job Application

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√ Communication Device
√ Calendar
√ Map
√ Camera
√ Much MORE
=

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SO, NOW WHAT?
?

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THE NEXT BIG THING

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MOBILE WALLETS WILL DOMINATE
Everyone will make one. Everyone is already making one. They can’t afford not to make one.
There are likely to be 2 or 3 truly dominant players but it’s still way too early to pick the winners
and losers. Right now they need each other. A Lot. Your dog might be able to get in on this
action, there will be so many varieties in the next 12 months.*
*probably needs to be a somewhat clever dog

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Increase Engagement
1. Get In Wallet
2. Communicate Effectively
3. Engage the User (this is important, we’re not done with it)

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1. Create Your
Template
√ 2 Images
√ 1 Line of Text

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2. Pick a Color
(OK, 2 Colors Actually)

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3. Add Some More Text
√ 2 lines - Description
√ 2 lines - Additional Info
Would You Like a Barcode?

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GREAT, I MADE THE CARD. NOW WHAT?
)

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CARD IS INSTALLED INTO PHONE
CARD INFO
*
+ , -
EMAIL
Device owner opens up regular
email via mobile; installs card.
SMS
Device owner clicks through
URL via SMS; installs card.
SCAN QR
Passbook app is opened; built in
scanner takes care of the rest.

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RANDOM NUMBERS
FACTS
.
/
19X
20X
Hillshire Farms launched a new product line last year, using Passbook and
iBeacons (yes, you can use iBeacons too if you like) in targeted retail locations
across major metro areas. It was a smashing success.
Coupled with a 36% increase in BRAND AWARENESS, the company determined
that they were so impressed with the results that they extended the campaign
to other product brands in their stable.
Increased Purchase Intent
Increased Interaction
0

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Simple Ways to
Increase Engagement
1. Update messages
2. Location notification
3. Deep linking
4. Strong CTA
5. Launch Apps

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MANAGE GROUPS
1
ONLINE
COURSE
FUNNEL
CONSULTING
GROUP
Much as you would with Facebook or Google, simply create Groups of users who receive the same card. Update the
corresponding card when you have fresh content or information that you would like to quickly disperse.

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Grouping Users Within Your Campaigns
Makes It Easy to Manage Updates
1. No limit to groups.
2. No limit to users within groups.
3. Message groups independently.

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INCREASE CONVERSIONS
2 3 4
DRIVE WEB TRAFFIC
New blog post? Send the link. Social media
update? Send the link. Event schedule change?
Update the time on their card.
LAUNCH RELATED APPS
Prefer a phone call? Launch phone dialer with a
finger tip. Want to make sure they know the event
address? Launch Maps directly from the card.
SEND TO SALES PAGE
Add updated links to funnel promos to the card
and link directly to your pay page, or your one-
click upsell links in your cart software.

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THE STEP BY STEP PLAN
1. Card Layout
Remember - 2 images, simple is better. Phones are decent sized but
even the iPhone 6 is NOT THAT BIG.
2. Short & Simple Message
Use the card to engage and maintain interaction. Too many
messages or messages that are too long to be understood quickly
should be avoided in almost EVERY situation.
Don’t use the upper lines of text if they
don’t look good with your graphics.5

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PLAN YOUR WORK; WORK YOUR PLAN
3. Additional Info Fields on Back
This is where the REAL action happens. Be creative, think about the
path you want the user to take. Launch Phone Dialer, Maps, try deep
linking to fresh content or drip feeding content directly to the
phone.
4. Update Regularly
Just like traditional email or other funnel massages, if you don’t get in
the habit of regular engagement and communications, your user
base will forget about you. Boo.
Keep an eye on your stats — too many
deletions means that your spamming your
users or maybe just sending them poorly
thought out messages.
6

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LAST BUT NOT LEAST
REALLY IMPORTANT
STEP
Don’t forget to tell your clients, prospects, or other groups to INSTALL
THE CARD. You should include a link to a card in EVERY piece of
correspondence you are sending out — even if it’s just a link to an About
Me (well, really it should be about YOU) card in your email signature.
THAT’S RIGHT. EVERYTIME.

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Sources
Katie Couric/Bryant Gumbel - http://time.com/3687933/katie-couric-bryant-gumbel-internet-bmw/
amazon.com - 1998 Sales & Revenue Figures - http://www.ecommercetimes.com/story/420.html
Smartphone Adoption Figures - http://www.pewinternet.org/2015/04/01/us-smartphone-use-in-2015/
Hillshire Farms - https://mobilesavings.net/consumer-engagement

32. THANK YOU

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MOBILESAVINGS.NET