Mobile Twin Cities – PickPointz Sports App Case Study

2020-marketingLoyalty Marketing has been used by marketers widely.  Mobile activities seem to be a useful tool in the loyalty marketer tool kit.

Typically, loyalty marketing is an activity that happens after transaction, and in most cases it is “passive” – mostly in the form of re-ordering.  Mobile can bring “active” loyalty.

“We did not start out to build an app”

Objective: transforming the sports viewing experience.  80% of people multitask while watching TV – loyalty marketing can give people something to do during downtime.

This is the only sports app that gives its users any tangible reward – the “points” can be redeemed for real products right from the app by “purchasing” the products with earned points.

  • pickpointzThere is no cost to play
  • Advertisement is integrated into the app
  • Fantastic ability to serve ads in different formats – generates high number of impressions
  • Animated ads seem to have higher CTR
  • Points are redeemed at the advertiser’s stores accessible directly from the app
  • 75% of people use iPhone
  • Fans stay at the app over 5 hours on Sunday
  • No need to create content – games themselves created content that is used by the users and the app
  • Billions are spent on sports ads – this is another way
  • No need to involve teams and leagues.  Typically, teams and leagues want their own app, and this is not quite the preference of the fans
  • People are using the app because they want rewards 🙂
  • Consumer Surveys receive many responses very quickly as filling out the survey results in earning more points 🙂   One brand survey received over 100% of participation (!!) – as completing it generated points, consumers were happy to do it on more than one device.
  • A user can realistically earn $25 in less than two months

From the loyalty marketing perspective: ideal approach is to create habitual daily activity that is based on something currently present.  To achieve frequency, you must leverage something that the target audience is already doing frequently.  Consumers will come to you if you connect them with their passions.

Many apps used just once…  This app is used very frequently.  However, it is very understandable – how many times will you use an augmented reality app?  Not many…

pp2Activity must be dynamic – consumers bore quickly.  Once logged in, always logged in…

Advertising challenges:

  • Possibility of ads testing is not always used enough…  if the ads are not working, they can be changed.  However, businesses did not always had capacity to produce enough ads and do it quickly.
  • Companies struggle to advertise differently to the mobile consumer.  There is no need to put exactly the same content into all channels – not everything that makes sense on a desktop makes sense on the mobile device.

Very interesting – there is lack of understanding of mobile advertisement and mobile marketing among marketers… In many cases, marketers believed that if the “have an app” – check box is checked and it is all the company needs to do.  Even if the app does not make sense for the business and does not have objectives (or does not achieve them).  There is also a perception that “oh, we spent so much money on that app – we need to make it work…”   Spent money are sank costs, and marketing is very different from app development.

The company, 2020 Marketing, conceived the business idea for the app, but did not build it – building was outsources to a different organization with deep development expertise.

Below is the video used to introduce the app to the consumers.

Mobile Twin Cities – Beyond Mobile

curtCurt gave one of his usually insightful presentations – thank you!!  His presentation took us  to the future – it is not clear how quickly this future will come, but most likely it will still catch up by surprise.

Curt’s main emphasis was on connected devices – not just mobile phone, but mobile device as a part of something else, more physical than virtual.  The presentation is available by texting ROMO to 75309.

I found a few points below particularly interesting.  Maybe it explains why that so much awaited “year of mobile” has not quite come yet…  Mobile is a part of something else, rather than a goal in itself.

sensors

One of the most interesting points from the Curt’s presentation is the fact that even if B-to-C devices are expected to popularize the concept, the B-to-B industries will benefit the most.  The ability to adjust lighting and heat remotely in somebody’s home does not have as much value as managing the same aspect of an office center or a shopping mall.

added-sensors

Another interesting point is the expectation of hardware-based revolution.  So far, most of the activities happened in the software engineering.  The next generation of the entrepreneurs could be engineers that create physical devices with the heart of mobile “computer” that is already available, understood, and can be added as a “command center” of the new tool or a toy.

Could it be the step in the direction of “pervasive sensing” and devices that take actions based on the sensor’s data?  Future is always interesting to watch.

A device allowing to evaluate content of the food with a sensor and a mobile phone

.

A device allowing to detect level of radiation with a sensor and a mobile phone

.

A “camera ball” – relatively simple device comparing to existing alternatives allowing to view situation in a dangerous or hazardous location

.

A variation on a “personal drone” with possible uses of photography and geographic explorations

.

An app for managing home appliances.  It is reasonably useful for individuals, but the industrial version of a piece of equipment (sensor) and an app is much more powerful application of the same idea.

.

Curt shared an interesting point: 3/4 of people on Black Friday made purchases from the mobile site rather than an app.   My guess, the main conclusion is the flexible state of current consumer/mobile/shopping evolution.

Curt also demonstrated a few interesting mobile approaches, which are fun, useful and innovative.

A useful application of augmented reality

.

A very interesting visual translation app

.

“Coin” an electronic container for many credit cards – actually, quite attractive…  when it will be widely used 😉