WHY MOBILE? WHY NOW?

JOE SPACCARELLI | PRESIDENT & MANAGING PARTNER |

MARKET DYNAMICS Discussion of market dynamics and the role of Experiential Marketing in the mix

CASE STUDY General overview of a successful B2B implementation

KEY CONSIDERATIONS Discussion of key selling points and considerations

METRICS & MEASUREMENT Thoughts about measurement, ROI and metrics

AGENDA

A history of mobile marketing: what's changed?

"Town criers" – young boys who run through the streets shouting messages to all – are commonly hired to broadcast announcements.

Traveling salesmen hawk wares from household gadgets to tonic cures from brightly painted covered wagons.

Middle Ages 19th century 1925 1930s

Custom-built cars in the shape of hot dogs, peppermint rolls, lighters and more tour the country to build brand awareness before "brand awareness" even became a trade term.

Goodyear's first blimp, The Pilgrim, takes to the air emblazoned with the Goodyear name and logo.

Technology

5/2003 2/2004 3/2006 3/2010 10/2010 6/2012

• New audience – $100B spend – Becoming highly influential – Enjoy being part of a group and seek shared experiences

• Marketing optimized – Experiential key driver of integrated programs – Heavy competition for marketing dollars; Digital/online marketing is

primary competitor for budget – Exponential and longer lasting engagement

• Heightened focus on Customer Experience / interaction • Cost reduction is the “new norm” (procurement more

involved) • Overall Marketing Strategies evolving – where/how do face-

to-face events/ Mobile fit?

A Changing Marketplace

• Source of new prospects and business opportunities 64%

• Lead gathering, cultivating and prospecting opportunity 63%

• Face-to-face customer meetings 60%

Source: Customer Attainment from Event Engagement tm study conducted by CMO Council 2013

Top 3 Roles Events Play

• Attendee mix and quality 79% • Cost and potential return 71% • Presence of customers,

partners or channels 57% • Previous experience with the

same event 42% • Size and stature of event 36%

Source: Customer Attainment from Event Engagement tm study conducted by CMO Council 2013

Top Criteria when determining which events to include in their mix

40% Indicate they are cutting back on big shows opting for more

targeted audiences

44% Are choosing to host their own customer-centric

events and are bringing their partners and channel

What Matters Most….

…marketers are looking for value-added components to their event investments that deliver insights, measurements, analytics and deeper engagements with their most valued prospects and customers.

MOBILE BRIEFING PROGRAM: A B2B CASE STUDY

"Knowing is not enough; we must apply. Willing is not enough; we must do."

-Johann von Goethe

• How do you reduce the number of small events (10x10) the field sales team goes to in order to: – build better relationships – increase revenue opportunities / Leads – reduce cost – maximize time and focus – accelerate sales cycle – engage at a higher level – build greater awareness

Problem Statement

• Increase revenue opportunities by enhancing existing customer relationships through on-site customer briefings.

• Increase relationship building opportunities at the Sr. executive level (Sr. VP, “CxO”)

• Create opportunities to enhance existing customer and partner relationships

• Create new business partner recruiting opportunities.

• Raise the level of awareness of Symbol as the Enterprise Mobility company in the “IT” marketplace

Solution: Extend your Executive Briefing Program

Recruiting Programs

• PARTNERS • DISTRIBUTORS • COLLEGE • EMPLOYEES

Executive Programs

• EXECUTIVE BRIEFINGS • EXECUTIVE (CXO) PROGRAMS • GOLF OUTINGS • BOARD OF DIRECTOR MEETINGS

Training Programs

• TECHNICAL WORKSHOPS • PARTNER / DISTRIBUTOR TECHNOLOGY UPDATES • SOFTWARE DEVELOPERS • EMPLOYEE / CUSTOMER TRAINING

Lead Generation Programs • SELLING SEMINARS • TRADESHOWS • PRIVATE EVENTS • “POP UP” EVENTS

Customer Interaction Programs • CUSTOMER BRIEFINGS • CUSTOMER FOCUS GROUPS • VENDOR / SUPPLIER SHOWCASES

Informational Sessions

• PRESS TOURS • FINANCIAL ANALYST / INDUSTRY ANALYST • PRODUCT LAUNCHES • MILITARY INSTALLATIONS

Designed for flexibility

LEVERAGING CROSS-FUNCTIONAL PROGRAM ELEMENTS WHILE MAXIMIZING…

ASSET UTILIZATION BUDGETS & RESOURCES

PIPELINE ACCELERATION

MULTIPLE USE CASES / PROGRAMS

ON-SITE CUSTOMER BRIEFINGS & EXECUTIVE PROGRAMS

PARTNER / DISTRIBUTOR & EMPLOYEE TRAINING

SALES / USER / PARTNER CONFRENCES

TRADESHOWS / SEMINARS / WORKSHOPS & ROADSHOWS

GOLF EVENTS / SPORTS SPONSORSHIPS

FINANCIAL / INDUSTRY ANALYST EVENTS / RECRUITING

ULTIMATELY DRIVING….

CORPORATE CAPABILITIES Brings a “flavor” of the standard briefing to the customers location

EXECUTIVE SPONSOR Allows peer-to-peer executives to engage in best practices and pain points discussion

ON-SITE CUSTOMER BRIEFINGS & EXECUTIVE PROGRAMS

PRODUCT & SOLUTIONS Train stakeholders on new and pre-released technologies

COMPETITIVE INTELLIGENCE Updates and discussions about competitors

MARKET INTELLIGENCE Updates and discussions about market research and trends

RELATIONSHIPS Build stronger relationships with partner sales / inside sales team

PARTNER / DISTRIBUTOR & EMPLOYEE TRAINING

SOLUTION SHOWCASE Demonstration venue on the show floor or used for private meeting space

BRANDING Used inside or outside venues as “show piece” to generate awareness

SALES, PARTNER & USERS CONFERENCES

TRADESHOW BOOTH Used in lieu of standard booth properties on show floor. Appointment Only.

SEMINARS Host industry seminars at customer / partner facilities

TRADESHOWS, SEMINARS, WORKSHOPS & ROADSHOWS

GOLF OUTINGS Used as a hospitality and “show & tell” venue at private golf events.

BRAND AWARENESS Used to host meetings or as “billboards” during major sporting events

COMMAND CENTER Staff command center for sports activations during major sports events.

PRESS CENTER Donated services for Press center at major event for wifi connectivity or charging / cooling station

GOLF EVENTS & SPORTS MARKETING / SPONSORSHIPS

FINANCIAL ANALYST Used as “show & tell” venue and private meeting space for analyst briefings.

INDUSTRY ANALYST Used as “show & tell” venue and private meeting space for analyst briefings.

BRAND AWARNESS Parked at venue location for major industry events.

RECRUITMENT Used during college recruiting fairs to attract new and recent graduates.

FINANCIAL, INDUSTRY ANALYST & RECRUITING EVENTS

– Launched January 25,

2000 – 54 Months of Operation – 260 Stops – 189,719 Miles – ~27M impressions – 1,023 Meetings – 12,561 People – 2099 Companies

A Five year history….

• Controlled Environment • Better Qualified Audience (Executive Level) • Lower Cost Per Person • Flexibility To Work With Timing Issues • Flexibility To Deliver Customized Programs at a

Reduced Cost

Benefits of the program

• Costs – Variable

• Financial model • Length

– Full time person • Mobile Program Statistics

– Launched Jan 25, 2000 – 54 months of

Operation – 260 Stops – 190,000 miles – 1,023 Meetings – 12,000+ people – 2099 Companies

• Effective / Efficiency

– Resources (people) – Marketing cost per Attendee – 2/4 C-level Executive titles

in 65% Visits

• ROI, ROO – 100% (6 months) – New Opportunities – Share of Customer

Cost and measurement

A New way of looking at things….

Unaware

Knowledge

Comprehension

Conviction

Action

Educate and Inform

Brand/Image Building

Affecting Attitudes

Call To Action

Loyalty- Reminder

Communication Purpose

Consumer Response

Build brand

Educate stakeholders

Drive demand

Impact sales

Purchase Influence

Attitude & Awareness

Assignable Leads

Lead Volume

Objective of initiative Key Metric

Comprehensive program goals and metrics

Business Performance Summary 1H

Lead Volume and Assignable Leads

Attitude

Unaided Aware

More

Favorable to

Likeli - hood to Role in Buying

- ness

for

Change in

Familiarity 2 Purchase

from 3

Purchase from

4 Final Say

Specify Vendor

Recom - mend

Vendor

Deter - mine Need

No Role

Total enterprise mobility solutions (hardware, software, services) 87 % + 23% 63% 42% 15 % 23% 35% 26% 30%

Barcode scanners/ Automatic data capture devices 98% +21% 71% 57% 14 % 25% 37% 25% 27%

Hand - held computers/ PDAs 56 % +20 62% 46% 15% 23% 36% 22% 30% Wireless communication

networks for data/VoIP 58 % + 14 % 51% 33% 14 % 18% 29% 21% 40%

Awareness

Purchase Influence

Lead Volume (attendees only): 2388 Assignable Leads: 28

Change in Perception

Provides end-to-end mobility systems and solutions such as wireless networks or client devices +30%

Is a trusted partner in developing optimum solutions for your organization +18%

Understands the unique needs of companies in your industry +19%

Has excellent sales support +24% Is a company I consider to be a technology leader +20% Is a company that delivers on its promises +18% Is easy to do business with +23%

THE

HABITS of building highly effective programs

7 Habits of building a highly effective program

• Start with Sales organization • Reach deep and wide cross functionally • Think beyond the norm

BE PROACTIVE

• Prioritize design considerations based on utilization • Anticipate customer demand and utilization • Focus on measurement and metrics

BEGIN WITH THE END IN MIND

• Influence the influencers • Be prepared to “tin cup” • Social media integration is a MUST!

PUT FIRST THINGS FIRST

• Think partners, distributors and strategic alliances • Explore opportunities and collaborate with functions outside Marketing • Solve the problem, fix the issue, reduce the cost, increase the value

THINK WIN-WIN

7 Habits of building a highly effective program

• Talk to customers and partners; select external stakeholders • Engage quality & services organizations • Build it with sales for sales – market dynamics • Understand internal business dynamics

SEEK FIRST TO UNDERSTAND, THEN TO BE UNDERSTOOD

• Early stage planning with other agencies • Budget with other internal organizations • Coordinate with partners / alliances • Leverage co-marketing opportunities

SYNERGIZE

• First budget dollar should be spent on measurement • Build regular cadence of report outs and debriefs • Adjust focus and targets based on multiple data points

SHARPEN THE SAW

THANK YOU

Contact information

Joe Spaccarelli President & Managing Partner S&E Partners www.snepartners.com 516-381-6677

sandepartners@gmail.com

@sandepartners