Panel on Mobile for Campbell’s Brand Managers

John Dobrowolski: I’m John Dobrowolski. I’m the VP and Brand Alchemist with SCVNGR. SCVNGR is a location base game, but it is also a location based marketing platform. So we have got 4 or 5 different verticals that we play in. We have a universities vertical; we have 350 universities using SCVNGR as a way to engage prospective freshman and incoming students with the campus. We have a local businesses vertical; bars, restaurants, apparel shops using SCVNGR as a sort of social loyalty program. We also have Museums Program, a regional promotion business, that’s like one-day SCVNGR hunts that’s used as lead generator for jewelry businesses, real estate brokers, and automotive dealers. And we have our brands business; I’m the lead business developer for that group. In the last few months we’ve run campaigns for Coca-Cola, Buffalo Wild Wings, with various movie properties, New England Patriots, Boston Celtics. We’ve just been creating engaging experiences over the mobile phone.

Moderator: I suppose to get to the heart of what the day is about, which was you were able to go to the mall and have fun running around. It sounds like it was a great activation, and kudos to whoever ended up putting that together and coming up with a concept. It’s a very effective way to demonstrate many of the different mediums available in the mobile space and see how consumers are interacting with those brands. I suppose what gets to the heart of that really, is the question about the effectiveness of the mobile channel. And when you’re making a decision of how to use or if to use a mobile channel, what matrix are you using? And, what is the best channel to use for that? I would like to throw this to John just to make it tie in to the SCVNGR hunt. Again, don’t hesitate to jump in mid-stream, but when you see the opportunity. How you do determine the most appropriate channel to address your consumer? What metrics do you use? What background information? What are the parameters have you used?

John: So other than SCVNGR of course?

Moderator: Other than, let me just clarify. In case of launching campaign, which might take place in rural midwest, what decisions would you make based up on the demographic that is in the rural midwest verses in New Yorl City?

John: So this is really kind of in a broad level. I mean the keyword is relevance right?! Today as a consumer you are just absolutely inundated with all these different forms of advertising and all these different channels on your mobile phone, on your TV, on the internet, on your email its just everywhere you go. So being able to rise above that noise and using integrated campaigns, integrating mobile and out of home to create a really compelling experience is key. So when you dive in from that and say, “Alright I’m going to figure out something on mobile,” you’ve got to do your homework. So, just saying “What is the hottest thing out there, oh SCVNGR, Foursquare, Pandora…I’m going to run a campaign with them. “It’s the hottest thing in mobile,” is not a really sophisticated approach. You’ve got to think about your demographics, your psychographics, how are people going to engage with your program, with your brand, and engage with these different properties and kind of plan accordingly. In a really high level that is how I would really answer the question. We will skip matrix for later on.

Panelist: I would build on that. I would say that when you are breaking down the audience you are talking to, it is very important to understand the purchase behavior you are trying to drive or the purchase behavior you want to drive and the needs and the attitudes and the motivation that surrounds that. Stop there and then figure out what is the best way to intercept that, or influence that, or interject with that. So, at the end of the day I think it’s a lot of money and time spent creating a fabulous fun, but we are in the business of selling stuff right?! So figuring out how you are actually going to do that and pack that campaign. We spent a lot of time breaking down the minutiae of purchase form. What are all the factors? And how is it different for different calibers and different brands. I think it’s critical as you break it in. You may find, God forbid, that mobile business is completely wrong.

Pete: If you are talking about Iowa or the Midwest, one of the most basic things is getting the statistics of what devices are out there and who has them. Then you get into the question of whether you’re going to build native mobile apps, whether you are going to have mobile websites, or whether you are going to use texting or whether you are going to use push notifications, for example. Things like that are going to decide the architecture of the mobile solution you want to put out there, so you can reach the most people in that demographic.

Moderator: I mean, is there a formal process for methodology that goes in to helping determine the most appropriate channels? So for example, the phase approach which might be identifying your core objectives. Which is either brand campaign or it might be transactional nature, it might be community driven. So what are the typical phases you take your consulting group through? This is sort of the challenge that you technically get to?

Pete: When somebody says something that you have always been thinking but you never really articulated, you know how you tend to remember it? We were on a call with Apple relative to enterprise apps, which are the apps that are used within companies, but our rep said creative design on the front end and the data services on the back end together are 80% of any mobile app project. I thought, “that is right!” You know we are focused on what’s been written and will run on the device, but it is this pre-development phase that is really challenging. Part of that structured process is to ask what is it we are trying to achieve? Is it just more CRM or is it a certain call to action? Or is it certain revenue from downloading the apps? Or is it a certain revenue from advertising from the app? So what is the expectation of putting this out there? And getting those answers can be pretty difficult. And the smaller the group, the better, in terms of the productivity of your product champion and business subject area experts.

…… 7:35

David: I still think one of the things to take in to consideration is that mobile doesn’t exists in a vacuum. Right? So what are the other mediums and which you’re kind of pairing mobile up with. So if it’s online you could probably drive someone to an app store to download and it happens. If it’s offline whether you think about QR code or whatever that is. Whether you use a bar scanner because it is a real world advertising activation. So those are some things that I think from our perspective that we think about is. What is the medium interaction running the campaign and how can you piece the right mobile strategy around that kind of 360 or comprehensive activation.

Jonathan: Avoid the 360 and go right for 3. So it’s never one in isolation and it’s never 50 but ⅗ I think.

Moderator: David brings up a good point in terms of integrated marketing. So mobile, there are certain technologies out there that are the shinning objects, and everybody tends to focus on that and sort of lose fact of the matter, that there are other mediums to your point. Core target of integrated marketing is use the right tool for the right audience, for the right channel. So to David’s point, maybe David you want to go and speak about this: Specifically as it relates to SMS, it’s really the ugly step sister of mobile because its so basic, its beautiful and simplicity. David can you sort of address applications for SMS and how they integrate with other mediums whether it be in the app store or whether it be in a mobile application or some other “outcome experience” such as SCVNGR hunt.

David: Again, we look at SMS same as email. Email is not necessary sexy medium, but it works. Somebody once said to me, “SMS isn’t sexy until you see the results.” That’s really the way we think about it. If you look at the things that you could do across the board, especially offline as, that’s where I think SMS is the most powerful. I walked by two billboards that had QR codes on them in NY City coming here and I got off the train here and saw another QR Code scanner at the train station. I don’t know anybody who has ever taken out their camera downloaded a barcode and scanned it, but if you had a…if you activated it by SMS, those are the things we thing about. You have right?

Pete: Yeah!

David: So those are the things that, as far as, kind of looking at the SMS landscape, we see the breath as you say the kind of simplicity that is very very powerful thing. And then there are other group meetings of extremely powerful apps that are SMS-based. Primarily SMS-based. So everybody texts and they are familiar with that. And I think that if you can use that to create, so what we did with Nets was we created a couple of games. A daily trivia games where the Nets wanted to get people more interested in, engaged with the Nets because they are are going through such a
tumultuous season, they are switching cities, ownership, and players. So they want to get people more familiarized with what the Nets, who the Nets actually are. So they did a daily trivia promotion. Then we did another community-based, it’s kind of Group.me, for people to text in and say why they are excited about the upcoming Nets season. And what we did was tie that in to social media. So I think that there are some interesting things you can do if you get creative. That’s the key to it. People don’t want to text in and say “oh that’s great, you have my phone number, now what??

Moderator: I would like to sort of ask if anybody out there got a question off the top of their mind. I mean I do have a lot of questions here but there might be some questions that have popped up during today or over the past couple of days because I know you think about this all the time. So there….

Audience questions: ….

Moderator: So, I’ll open it up to you guys. …. in terms of, what are typically the metrics out there and how can they access the metrics? I mean, we can give you, kind of the top level figures, I’m sure, of the penetration of smartphone verses feature phone, verses, all the way down to the Blackberry level, which can help define that, but what are some of the performance metrics that are used in the mobile space. That helps to determine the success or failure of a campaign whether it be a messaging campaign, whether it’s a mobile application in the app store or mobile website?

Pete: For planning purposes or after the fact?

Moderator: Well actually why don’t we address them both. So John why don’t you go first.

John: So first we are talking about emerging technology like this. There are a couple of things to look at. Campaign on SCVNGR lets say and a text campaign are two very very different things to look at. You are trying to achieve different things and achieve different size of audience and you are really bang that to your marketing mix for a very different reasons. So you know when I think about mobile first so I’m itching to say this to you guys right so: The first thing you’ve got to think about is: first of who has seen the merrymaker slides the final slide they were suppose to come out with recently? Show of hands nobody?? Oh my God. Okay.. You guys will understand mobile as a channel. Go and download. Look up Marry Meeker slide.

http://www.slideshare.net/CMSummit/ms-internet-trends060710final

She used to be analyst for Morgan Stanley, … Perkins, probably the most respected analyst on the planet in terms of what is its mobile channel, what is this internet space and what does it mean from an advertising perspective and kind of from a platform perspective. When I pulled data app and I was looking at it yesterday, this quarter there are going to be more tablets and smartphones are being shipped more than PCS. Think about that. Starting this quarter Q1 2011. So we as people we think on kind of a linear scale we don’t think no exponential scale and that’s how this thing is growing. So people are moving in to mobile and tablet type experiences. For their communicating and for their information. So you know for right now when you are planning a campaign this week, this month, you’ve got numbers to hit and you’ve got to make sure your marketing mix is going to get you there. But you also have to be thinking about as a marketer someone that has a 20 year career out of them, how are you going to learn and start to take advantage of this channel that is critical importance. So now to pulling that down in to a real world, with SCVNGR, the matrix that we are really looking at that are kind of the all one matrix that our campaigns are being based on are kind of unique visitors or unique players that engage with our games for a specific campaign and organic social media press is generated by that campaign. So we just launched a form of campaign with Buffalo Wild Wings where people are playing games with in while they are dinning and engaging, earning rewards as they participate. The first month we’ve seen 50,000 unique players. That’s generated and estimated to 20 million social media impressions for that brand. So that kind of high level is what we are looking at with our selves.

Marry Meeker

Moderator: See the challenge with Marry Meeker is that she can often present these 120 slide deck. She is good at slide ware. That is what she is known for. Although I’m sure we get involved in creating 120 slide decks. The key thing is you do need to have somebody that could interpret that. Because it just looks like numbers on a page and there is no way of actually applying that to your business. So with your in house agencies make sure that if they don’t have it make sure they’ve got a copy of it. Make sure they sit down with you and they’re going to explain what the implications are for all these trend set that are happening.

….: I think John, you touched on something that which I think is important for this generation…. we are affectively on the same cusp as the mad men when TV hit in 50’s and 60’s. Its all new. We don’t know what the next thing is going to be. I have a 12-year-old daughter who expects different things out of how she interacts and communicates with her brands that she loves and gets more activity than I could ever imagine of or comprehend on. She doesn’t even know what a record is. She is going on this completely different generational play. So figuring out how to apply programs if you can put in to market quickly that you can learn from and you can see if they are effective with out big cost is going to be critical. Because we all got to try and fail 27,000 times to actually get something to work because we are all making this up as we go along and it is all new. So figuring out how to convenience your management, you know what you might just need just a little bit bucket of money to just go try and play at some stuff before you actually attaching …. to it is going to be critical. Because you are going to have to define your own matrix for what success look like in your category. Because I guarantee you it is going to be very different for different categories for different places.

Pete: This is right its a bit like throwing the Spaghetti at the fridge at this point because it is so new. Typically it is not some one sawing up channel with in the organization. Its a senior manager getting the Bug and making it happen and it is usually C level that decides to do the first things. and there are. It is a decision that comes from the top in the beginning.

David: So for us it is simple right. Phone numbers, send a text message and you click through on the link, you respond to that text message. Right? If you have a campaign where you are running something with locally, two people can go in to a store and kind of do their redeem what ever that complies. So for us matrix are there. I think that in more … spaces apps and gaming. I think you are trying still trying to figure out what the actual ROY on that is. but for us we see the phone number list as a very valuable list as valuable, if not more valuable as your fan list, or your email list and those three things will live together for a coming time. So that for us, our matrix is, you look at them and go does this work, does not work and so on.

Jonathan Lee: What is a good opening response metrics? because in the old DM world you know. Wow great percent.

David: So we don’t necessarily track opens. What we track is responses. So we see between 10 and 25 percent responses, a good response rate. Specially from SMS because if they open it and they don’t like it they either opt out, or they respond because you gave them values.

Panelist: I’m sure there guys would love to know, what is the key to getting a 20 to 25% response rate?

…..: Lets just compare it to email? Email is 8 to 10% if you are really really lucky. There is different stats out there. 20% for SMS, 10-11% for email and then you’ve got PrintDrops. SMS as a channel does have a much higher proven response rate than others. Again each channel is different and each value is different.

David: Obviously, I think there is a huge value on having people kind of engage with the brand, scan something, pick something up, send them more rich information like video, images. There is a really rich experience that is happening on mobile phones. When you layer that over location, you layer that over this on going experience and you layer that in to everybody always have their phone and they can play with their friends so it is really powerful. But for us we look at the size of responses….

….: Can I ask a question, anytime a new technology comes in all these wizards stand on the podium and say this is all new, and its all phone and it’s cool. You can possibly understand it. Now how much of that is sort of the Wizard of Oz type thing where what we are talking about isn’t innovative, its simply an evolution of standard marketing best practice. So the point being you already know how to use it, its just using different vocabularies. So what are your thoughts about that? That we are actually reinventing something that happened before. We are just using different channels and different tools to do it?

Pete: It is an evolution and It is a step growth, you can look at it both ways. I think it is a logical extensive of what is there. We talked about conversions 10 to 15 years ago, consumer devices with the IT infrastructure and it is finally happening in a way where nobody really expected. It is not happening to the TV set, it is happening to the mobile phone. We’ve had client server computing which was this big innovation where basically windows PCs became the front end to corporate systems. That was considered revolutionary. And this is the new client, this is the new parted is on the front end of some back end system that is in for doing transactions with you. So it can be looked at either way i think, revolutionary or it can be a step growth, an expansion of the market.

David: I think what is most interesting to me is that, I think its two aspects. The multiply effect. How you kinda say 50,000 people open up an app and then generated millions of impression is beyond that. That is really powerful. Before you bought television people saw it. I think some of that stuff is really interesting. I also think location obviously is, the amount of data that we can kind of piece together about a person and know where they are, I think those two things are the most interesting almost kind of, those are revolutionary to me the way I look at it.

Panelist: The only other thing that I would add when talking about relevance, the options that exist in creating a contextual message for people when you combine mobile as a channel and you combine social. All the data we can gather around people, their likes and dislikes on Facebook, where they are, what sort of app they are engaging with. You can kind of create a custom tailored marketing message. I don’t think any other channel mixing channels have been able to do before. That is revolutionary to me.

Panelist: I would argue that the utilization of another medium or platform or touch point like this to manage your brand is just evolutionary. So the revolution is in the technology. The step as a marketer is more evolutionary. Because it means you are going to change the way you think. That is what you are expecting from your customer.

Pete: Traditional advertising in this whole mix maybe the most impacted place.

Panelist: There is a very strong argument to say the traditional, non-dimensional push message from a brander to a consumer is that ..

Panelist: What is the next step? So how do consumers want to engage? Lets say with mobile device or lets just talk about more broadly in general. The younger demographic lets say 30 and under set, if they are not necessary happy with the conventional push marketing approach then what is it that they do want?

Pete: Are you asking how do you create value? A valuable relationship?

Panelist: I think it all depends on the depth and the texture of the interaction that you are prepared to create for the customer and the category that you are in. You could argue that you could earn that value through a number of channels now, a number of roots. Three of these different, through mobile and through other platforms. Is it functionally delivering some sort of functional value to the person to make it easier and more convenient? Are you delivering some sort of fiscal value to them? In terms of the couponing and stuff you guys are doing today? or are you delivering that is more social and engagement based right? That are just mobiling to engage with you.

Panelist: There is a school of….that the truly great ideas of the next generation will combine all three of those. If the truly great ideas of the TV generation were things like the TV Ads that made you change the way you think we will be doing work that changes the way people behave. and we will be doing that through mobile another cross content, cross device, and cross plat form.

Panelist: Pete, your platform Appmakr is sort of responsible for generation a huge number of apps that are out in the app ecosystem. So you probably have a good sense of what is winning, what are consumers value in terms of the types of applications that the actually want to engage with? Weather or not that is on a free bases or freemium bases or what not. But is there a general sort of rule thumb? Are they going for more pure game based or entertainment based or more functional calculator type applications? What is the general rule thumb for consumers?

Pete: This is with in the whole echo system of the AppMakr?

Pete: AppMakr generated apps which traditionally are more feed-based apps. So it is information consumption as oppose to interaction. So going forward what we are seeing, we actually have something rolling out South by southwest to this, Is the social engagement aspect on the mobile platform. So if you consider social today in the mobile world, it really being the mobile extensions of traditional social sites. So Facebook can expand, mobile twitter can. But that is not really social with in the ground of mobile. If you consider the analogy of the dark house with no lights on. You turn on a reading light by yourself in that house. That is like firing up an app on the phone. Yes you can consume information, you can create user generated content but you are really in a sort of intimate situation with this little function of an app, it is very focused. Think about the idea of being able to go in to a room in that house where the lights are on and everybody in that room has the same app so they have that kind of common interest. They’ve all agreed to have lights on to be seen and to see you. Now some kind of profile, you can chat with them, you can see what you like, they can see what they like or dislike. So you are gathering a lot of matrix there extremely focused with in the round of people that have downloaded that particular app so if that app was about say microwavable lunches that you have at the office or what recipes you might have with certain sauces or something like that, Can you imagine what kind of analytics that can come out of that? So that is something i think is unique to mobile that is going to be available to us pretty soon.

Panelist: I will jump on that. The other big thing is that games. Come on! Games are the number one entertainment, time waster on the planet. People are not watching TV as much, they are playing games and that is cross-generational. So under 30 sure we all like and have grown up with games but Zynga, and Farmville, and social games is all about middle aged women. That is your constituency right? that is your customer. Getting to understand those mediums and what marketing opportunity exists there is going to be huge. And the also this notion of using games dynamics as a marketer to create a more engaging experience that rises about the noise. So what i certainly think is dead is the idea of this kind of push messaging that is going to pull people in to buy your product, you need to go many steps beyond that.

Panelist: The word engagement is over used by me and everybody. But it is for a reason. Creating compelling experiences that is either designed around your brand or hopping on other compelling experiences and pushing your brand there is key.

Panelist: A very smart person once told me that with shifting from the word of consumers to the world of audiences. The consumer world is the world that is a definition that is built on the premise that waiting… to consume what you are about to give them. An audience works on the theory that, they are sitting there going, come on entertain me, engage me. Then they say “Nope” and they’re going to get up and walk out. That was told to me about 10 years ago. We are definitely now in that space and I think if you are not thinking that way then you are going to lose your customers.

Audience: A question that is based more on the previous … and evolution and where we are going with this, and in the pre-introduction we talked about location based programming and Foursquare right now is just not a common place for every one to check in where they go and I see people are doing that. So If we see people are going to be going more that route and we know that statistically you have more success when you have people opt out rather than opting in. More people won’t take that extra step to get out of something, you just see…. the number one and they get more excited on that. So A we see that being the next evolution so you will get your phone and you will sign up for something and you will automatically going to be checked in when you go near a place to see that you are there. With that being the first part of the question, I know also right now traditional retailer, people are going in for big purchases and then they will go check out, they will do the scanner and the will see the price that is less online and they will just go home online. Is the next evolution these companies are then are going to know you are in the store and send you sweet enough deals that you are going to stay in the store? So I guess the two part question is if it makes it easier for people to have to opt out rather than automatically get these incentives than rather ways for our customers to keep them in the store. It’s not so much in the grocery store because you need the food so its more..

Panelist: I can talk about the second part of that question. We do have a client, where we started to have conversations, big retailer about exactly that. How do we manage the interaction when a person comes in their store and they have a device in their hand and we know that there is a better deal available for them if they actually do it online. Can we track them in store, when they are picking something up then scan it and they get the internet price, etc.. So the short answer to that is Yes. That is in the process of some retailers are beginning to think that way. Is it possible? Yes, it is getting there.

Panelist: I think probably one of the challenges is a Mobile is a very personal Medium. Which has got a clear benefit which is which, its the … and the persistence of this person to hand set in their device but it is also a very private medium. David will confirm the strict regulations around opting marketing by SMS. There are rules and regulations and you need to maintain some credibility with your customers and respect their privacy. That said there is a shift of revolution of consumers perception of privacy.

Panelist: Because certainly on SCVNGR because it is out of home, its location, its

Panelist: You are spot on about privacy issue and opting in verses opting out.

Panelist: One thing I can add to that my surprise to hear this but I wouldn’t be too obsessed with this notion of checking in, I work for a location based application, I’m not convinced that this notion of checking in is giving you this absolutely main stream thing with 200 million people doing it on a daily basis. I’m really not. I think what is more important is thinking about how you can utilize the location, I’m giving you location information, weather it is through checking in or weather it is through the simple fact that you are driving them to an application where they are in your location or your retail environment, It’s how you can use that as a tool to your benefit to create another sale, or introduce a product or what have you. It is really much more about that.

Panelist: The privacy that was an interesting question. We are discussing this on the way down. I have a theory that the privacy laws are being created by a generation that grew up in a world where privacy mattered. There is a whole other generation that are come up which sharing is what matters. I think the privacy law at some point no one is going to go “ Hey hold on a second, I don’t give a rat’s ass about that” and it is all going to flip.

Panelist: How many of you really care about Facebook privacy issues?

Panelist: What is interesting is Facebook has that experience where they sort of assume people don’t mind sharing and they got a lot of blow back on that right.

Panelist: Who is using Facebook now?

Panelist: That is what im saying. So you think about Campbell’s. We work with a lot of … with a lot of different characteristics. I know one thing about Campbell’s. That is we are in a shared company and we are pretty new to Facebook and why are we in Facebook? because who is on Facebook now. So when you talk about trust is what I would love to hear a little more about is,there was …. rights 10 years ago, its nothing what we thought it would be. This stuff too, 5 to 10 years from now, who know what’s going to be out there. As a mature company, what is that risk for us to go in to something that is not really going to have the ….. I think one of the arguments made about getting in there is get your feet wet and figure it out and learn. So is it really good for a big company like us and it need mature categories as oppose to Nike or something like that.

Panelist: Should you be the leader or should you be the fast forwarder?

Panelist: Yes I think that is where a kind of push back for media is. Yea, Great! FourSquare might be fantastic to build loyalty and so forth but watch the media wants …. play.

Pete: The thing to understand with new technology coming out on a phone location being big on what is now on more smart phones is that everybody wants to use it because it is a novelty then eventually it backs off and it finds its rightful place in the out landscape. The same thing is going to happen with what they call Near Field Communication. which is we have the new Google phones in the office because we were just at the San Francisco office and when we went down there, they’ll have this pretty soon in all phones is going to have this. This is basically the ability to use your phone like a wallet or if you are walking down the aisle in a grocery store. So it’s kind of like location but it is more like ….So you can get information about something if you are near it or you can do a transaction if you are near it.

Panelist: My share of pin number are rolling it out for transit and also for the palm phone.

Audience: …Is it how Bump Application works?

Panelist: Well it is beyond Bump. Bump is sort of near field communication. The implementation that are happening now and over the next year, most of them happening in Europe. A couple of them are happening in the U.S. on trial basis. When you buy your phone it is embedded on the chip.

Panelist: We seen it on, like chase card has it. We just tap it so that its putting that in it basically.

Panelist: It’s the same notion when swipe in and swipe out.

Panelist: Think of this data that gets captured when you do that. The data that gets tracked. It is unbelievable the about out it can affect. I would like to address why lead question the gentle man had. It is a question that I’ve been asked number of times by clients over the years. Why do i have to be the first? I think the risk of not being a leader or fast forwarder is the you will be the dinosaur when you meet your… Being traditional food manufacturer is one thing, it doesn’t mean you have to be a big traditional small marketer either. Your customer base are the once that took Facebook from being a ….to a massive play. The other once that actually forced a lot of the, If you look at the behavior that is going on there now and defining it, they are driving it. It’s about tracking the change of your customer and making sure you are up with it. You are not going to be the leading edge but if the organization market as your norm at the front end, you will be left behind.

David: To me it is kind of interesting to me when we look at Groupon for the lack of better example. Just kind of the way they change how the price are sold. If that many people buy a flight license because Groupon said to, they are discounted, they are really powerful mediums that could potentially and fundamentally change your business and the way people buy your product. I think that we are seeing people walking to stores after a certain period of time, after they receive the text message. Just because they opened it and now you are …. and they near by and those types of things. So there are very real ways to say okay this could potentially work or those are all impressions, you run a scavenger campaign. Those are all impressions that you probably would have had to purchase. All of those purchase impressions are quantifiable. Obviously these are new mediums but there are aspects of them that can be measured and you can prove the value of them.

Panelist: All impressions are written.when you are in sort of a mature like Campbell’s, we think of impressions in a solid way. And there is some value. Lets say what is the value of mobile impression? I haven’t seen anything yet that says mobile impression is 10 times more important than a TV impression.

Panelist: Actually its not far off. Wilson has done some research on organic social media impressions verses traditional kind of paid online impressions and moving purchase in 10 all of the other … words.

Panelist: I’m sorry that is going to be stated purchasing ….So, yes it is a more personal experience and we think that yes branding and all that will be higher. but is that moment that I’m interacting with it that is such a moment where I’m either going to recall it more or I’m going to be less motivated to actually do about it.

Panelist: I think that goes to the category that you are in verses other brands and other categories. How you utilize mobile in that behavioral purchase cycle that you are trying to influence or change or shift. I don’t envy you. Frankly lets be honest. You’ve got a tough of all categories to actually generate a deeper meaning for brand interaction. Food exists when it sits on my plate. Not digitally, not mobility. Do yo know what I mean? There is not an experience you can create to replicate eating a bowl of soup or a point of purchase. But I think the point that you made is critical. Find the things that can work for you in this media. Groupon is a classic example of fundamentally changed the way discounting is done. Why not stop there and move on? How much does Campbell’s spend in TV a year. What is the split? 80,90% traditional and 10%?

Panelist: If you want a piece of data for your management go to the 4A’s and get the trended date on big marketers are spending their money. Because i will guarantee you that if you are anywhere about 2/3 of your money in TV and on print, you are already behind the traditional marketers.

Panelist: You look at Facebook and Google and what they clearly state and their … is that all of their new initiatives for 2011 are mobile. Every part they build, they’re building mobile in mind first. That is what brands are following. That is where you spend a lot of your money. You see 10% of searches now in Google happen in mobile phones. You are seeing a lot of the land shift that is talked about. The companies that are leading the charge are the technology companies that you don’t have any choice but to advertise in google. All their .. are going to be primarily going to be location mobile advertising. As you say you will either get dragged their or you make a decision to go there.

Panelist: I think you just touched on something. Mobile= a phone right? Mobile means I’m not sitting on my couch but im kind of out of that traditional home… Though iPad is going everywhere and the new Tablets. The iPad looks like chopped liver. So the dimension of what actual mobile marketing means is going to change too.

Panelist: Just a question when you think about our…. groups large food manufacturers , is there anyone in the mobile environment that is doing it well?

Panelist: No, from a marketing standpoint, we do a quick comparative review of the cross plat form digital growth of traditional food marketers. They are all pretty static, they are all pretty based around the PC, and they are all very much based around in terms of provide recipes, provide coupons and provide more recipes. And lets just through social form in their so people can talk about the recipes. The forward thinking was General Mills will hook you up to Facebook. Nobody has gone outside of that, nobody has gotten out in to the mobile, nobody has actually have gotten away from the PC and moved out. I think it is a huge opportunity specially when you consider so many other capabilities that are there.

David: I have seen some interesting campaigns too that come to mind for me. Sprite actually did some interesting I think activations with where they ran a … code with a banner and i clicked through on it and it jump to a … I also texted to it and it sent me to download page to music download to some of the artists. So think about the artist, think about the demo and it was on Hype machine. Hype machine is a music site. So it was this kind of cross media and the experience was different based on how I interacted. So if i click on the banner it is a little bit different than if i texted it in and that is really powerful. I though that was really interesting. Tostidos, coming up to their ball game that they typically sponsored. All their bags had this SMS opt in. When you’re opting in, you actually play this kind of fake football game. Then you text it in and they will say, punt, kick or pass and they will remind you before the ball game that you could will a ticket to the ball game if you text it in. So i do see some interesting examples of real engagement. Most this stuff is pretty….

Panelist: I don’t think anybody has truly integrating it in on the mobile in to the bigger.. No one is categorizing it like “ alright what is the best way for me to influence my customer starting from scratch and integrating everything and looking at everything equally” and saying “ this is how my customer is interacting and I need to do X, Y, and Z. screw TV , screw this we should start doing different” . So nobody is doing that.

Panelist: I want to throw in another campaign that i just learned about yesterday that was very cool.really up secure. Cornetto is a Turkish Ice Cream brand. They did this thing launching a digital out of home billboard that is essentially a video game screen that encourage people to text in to a short code. Then using their phones, they were controlling players on this digital out of home billboard. So they were doing basic running competition of 5 people playing at a time. If you won you got an Ice Cream right there. So they blend it mobile, digital out of home and then street team going up and down… for this campaign that lasted two weeks to launch its new product.

Panelist: I think the key take aways here, and this is shared from the traditional marketing space to the mobile marketing space is that one devising a service or a campaign from the start. You need to understand and ask a question, why would my customer interact with this? Because it is an opt-in program typically they need to engage with you. Its not you pushing a message out to them. What is the value to that customer and is it efficient enough for them to engage? That value can certainly throw money at it, you can throw a unique experience, you can throw the competitive edge and the thrill of competing against your peers. But there needs to be some actual value that under pins that value. If you don’t have that value, you are wasting your money.

David: One of the things that comes to mind that we talk all about is, telling story. What is that one story and what tools do you use? I think when you look at print, you told that story in that print and the TV you told a 30sec. story. Now this is like a kind of continuous never ending story. That is the skill that is required. Being able to tell longer stories and use different tools to tell that story.

Panelist: I know we are just at sort of 45 min.

Audience: Can you think of any examples of in a low involvement category which the target is a 43 year old Mom with 2.3 kids….?

Panelist: that is really specific. What if she was a 45 year old mom?

Panelist: I can give you an example that came very close to … pull the trigger. It is frankly in the greatest of low involvement categories.. The idea was very simple. When the set of tires was bought by the 35 year old mother in a minivan, she will get a device that she will put in the car that will track the car, the millage and push the information to her phone. Then effectively tell her when it was time to start checking her tires again because of the millage that are being done and the potential ware and tare. That is over a 3-4 year window of no engagement to all of a sudden to engagement. How do you maintain that relationship? Because of the device that will continuously ping to the client. The company declined. Interestingly the company, I would say more traditional than Campbell’s, because it couldn’t be proven on ROY. They wouldn’t invest the necessary, it was about a million and a half dollars.

Panelist: I actually do have a pretty good example, it is a 42 year old mother of two. Oldest is 5 years old and youngest is 1 years old. She drives a Prius. She lives in … area. She is my wife. She shops at all the super markets so she is experiencing that. One of the key tool that she uses is a shopping list app. So again what is valuable to her is a way to organize all of her needs in one place on a device that is personal. Could Campbell’s not go and provide that to them or similar app? Its about finding the value to the consumer and inserting that tool in to their daily life and making their lives easier. Its not about marketing to them. If Campbell’s can make their lives easier then what impact does it have when she is in the aisle and looking at a white label verses a Campbell soup? The matrix are not the conventional matrix. I’ve got this many impressions, I’ve got this many replies. That certainly place a part to it as a level but it is also about integrating your brand as part of their daily activities and looking at the longer term relationship rather than the quick 1-2 punch.

Pete: I’ve got one that might be an interest. There is an organization called the Entertainment software ratings org. It is a non profit association funded by the gaming industry. We built an app for them on iOS, on Apple and Microsoft phone 7 and on Android. What this app does is allows the Mom in a store with their Kid, when the kid says “ I want this game.” You can use the App to take a picture of the front of the box of the game, it sends that image through a 3rd party API to a server where it gets image recognized as being that game and it returns the description of that game. It is in a personal space theater more or less but it is part of reinforcing their role as being a mark of safety for various video games that are out there. It sounds kind of… but the think took off like a mad man. Consumer reports rated it very highly.

Panelist: The reason it took off is because it reinforce an existing behavior. The mother is the gate keeper. That behavior that was improved and make more efficient.

Panelist: Couldn’t you read it off the box?

Pete: And it made it cool. You could read it off the box it combined the description with the right time.

Panelist: So I think there was a question here about a certain directive thing to go and do things with mobile. Frequently, if that directive gets passed down with out the question of “now justify it?” . If it gets past down more because Its cool and we should be doing it then you should sort of push back and say “ no, we need to justify it and we need to understand what the consumer value is”. Once you understand the consumer value is you can build your proposition around that. If you don’t take anything away its Mary Meeker as well as make sure that you are driving some form of tangible consumer good.

Panelist: We talked about ROY’s and internal barriers and activating mobile….. I think another one is that there is a lot of pressure and we can focus on fewer tactics and go big with those. I think there are also external barriers I don’t know about Campbell’s but a lot of major … have long established relationships with large agencies on Madison Avenue that have extensive capabilities that have tried a lot of true tactics that we …. play with. I know that they are developing confidence in…. areas over time. Where do you see that headed? and where you have fragmented agency responsibilities? one owns traditional mediums and one owns different things etc..? Do you have any thoughts….

Panelist: It is sticky. Im actually living this right now with one of our clients. Who has a 75 year old with that agency. What they are doing and what we are participating in is a complete shift in the traditional single lead agency and everybody else follows. So the old model is the big Madison Ave. agency says, this is the brand, this is the TV, and this is the print and now everybody else go look off of that. What this client has done is which created a little bit of a stir. I want equal participation and representation from the digital agency, from the in store agency and the traditional TV agency. Around the table solving the problem from the beginning.

Pete: And the app developer. I can tell you we get another call from advertising agency every day. No offense … An interference between the developers and the advertising world. I will tell you about low response rates. There is more noise than there is action by such ratio, it is tremendous.

Panelist: To Johnathan’s point, there is a C change on how advertisers think and behave and how they respond. As long as that is being driven by let’s say these small shops of 3 or 4 bright people who might be very focused on mobile agencies. Frankly they are actually winning the business because some of the big agencies are starting to sort of take a flat approach to how they address cross platform campaigns. They recognize it they need to have best of breed at the table.

Panelist: The truth is though it is not the agencies that are making the decision, it is the clients that are making this decision.

Panelist: I guarantee you the agency I’m working with this one client would not have said “ oh please you can come to the table and let’s do this together”. Its not just the creative development process. These guys are saying from the strategic development process i want all participants at the table defining all the way through. It is changing the weight of influence where the client is truly taking a much bigger leadership role in that conversation and driving these things forward. It is also making a lot of people very nervous around the table because the big agency is going “ its not a competition, what ever is right for the brand is what you go forward with” . If everybody becomes an equal players at the table, if the right way to connect through our consumers is mobile and mobile first, that is where that idea should grow out all the way and everybody else should go in to it. Not the other way around. That is the basic dimension of shift and how you change needs to be. That is on you guys, you guys have to do that. The agencies are trying to survive. They are going to kick,scream, and pull hair to take the business from the other guys. There is not a single agency that has the capability to be able to market an entire spectrum in today’s world. I get kicked out of the advertising union…

Panelist: Are there any other question?

Audience: Marketing companies and CBG companies have talked about path and purchase. People respond to the same message differently depending on where they are in the day. We’ve had comments about information seeking and entertainment behavior. Do you think that mobile can work equally well at any point on at the purchaser, the messenger and the product are in line? or is it that because you use your phone any given time, there are certain moments in their daily life that is best suited for?

David: One thing that we think about is, there is percolating and a kind of me walking by Starbucks , Starbucks know where I am, Starbucks text me a coupon and I go in to Starbucks. It is such a sensitive space, again when we talk about how sensitive mobile is. If i got a text message from Starbucks when i was not expecting a text. from Starbucks, I would be kind of upset about it. Specially if i did not ask for it. So what our belief is that the consumer in a lot of ways if you set up a path for them to create an ongoing response the ongoing response always has to be expected. Maybe everyday at 9AM I get a different text message from a brand with that expectation it becomes almost habitual. I think that there are people post their Facebook post at 11o’clock because you know that that is when people are looking at Facebook. If you can tap in to that i think that is where the power is behind it right now. I don’t think sending it to them at 3 o’clock right when the are in the middle of a meeting is going to upset them. But then again that is a push, it is text messaging. I’m sure that is different by app because you do that on your own terms.

Pete: I think that this goes back to advertising discussion of advertising evolving from it’s traditional forms as we know to being something that is a utility, authentic, and engaging. I wouldn’t just look for the points along the purchase path. One other thing to look at is how can you make Mobile part of your product offering? We have an Aviation services customer and we are writing more Apps that allow you to check in with the Mayor of Gate 32 and see weather you are going to get re-booked or weather you are going to be put in a Hotel or not and try to re-book yourself all on the phone. Another one is to talk when you are in your GM Car through the telematics of OnStar and be able to send texts and so forth. So it is extensions to the product of service that you have that are mobile. Those are the stickiest most valuable …

Panelist: I would argue that the floor responds to my message, that promotes the push…. I think advertising language have sent the way you put out messages. I think our language has to change towards interaction and conversation.

Panelist: Engagement ?

Panelist: How about … Engagement?
So when is the right time to engage in that communication with your customer? That I think it makes it a very different sort of way. When is it the right time that I can actually want to be spending more time with you? That is when you can deliver the right tool.

Panelist: That part isn’t new. People do date parties. Commercials in the middle of the day during soap opera’s. I don’t think that part is new. I do think that there are some skills that can be transferred to mobile.

Panelist: If you look at the future, Let’s say 10 years from now, and we have already touched up privacy and sort of the changing habits of expectations of individuals about their privacy. We can probably imagine a world where as oppose to an explicit master consent that an individual can allow people to track their activities weather it be viewing TV programs or weather it be walking by a certain shops, etc.. Making the assumption that people are willing to participate in it. This is already happening in the …. space where individuals setting their DVR but all their activities are being tracked with in that set top boxing communicating and has the potential to being communicated back. Because it I said anybody was doing this, they get sued. All their activities that they do with in their TV experience weather they are recording something, watching something half way through, weather the are watching porn, or Disney, it is all being tracked. Imagine what you can do with all that information in terms of getting that full picture and that full profile of an individual. What that converts to in terms of the value of the consumer is that you are showing them only the proposition that they deem valuable. There fore your message is that much valuable. That is sort of the future. I know that systems are being built to going cater for the implicit aggregation consumer information. To your point, How do you know at what point during the consumer journey to engage them? In the future we maybe able to do that because know exact who that person is and we’ll know exactly what they did at 3:30 on a Saturday morning Jan. 25th. And we know what they did before and after. So David’s point, there is a lot that can be taken from your current practices and your current methods of identifying your consumer and what they might be doing. Similar to the soap opera and diverse.

Michael Troxler: I hope we gave you guys a pretty good feel for what is going on on the mobile space and I hope you all are Mobile experts now. I want to thank everyone on the panel. Lets give them a hand!