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Katarzyna Dyznarowska Konrad Kalbarczyk

Katarzyna Dyznarowska Konrad Kalbarczyk. POLAND. WARSAW. UNIVERSITY. LIBRARY. SOM. MAIN TOPIC. Not so far from Finland, is a beautiful country... Poland!. POLAND. WARSAW. UNIVERSITY. LIBRARY. SOM. MAIN TOPIC. Some i nformation about Poland.

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Katarzyna Dyznarowska Konrad Kalbarczyk

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  1. Katarzyna Dyznarowska Konrad Kalbarczyk

  2. POLAND WARSAW UNIVERSITY LIBRARY SOM MAIN TOPIC Not so far from Finland, is a beautiful country... Poland!

  3. POLAND WARSAW UNIVERSITY LIBRARY SOM MAIN TOPIC Some information about Poland • Country’s full name:The Republic of Poland • Language: Polish • Population: 38,132 mln in the year 2006 • Capital city: Warsaw – 2,5 mln citizens • Main religion: Roman Catholic • Territory: • Total area of the country - 312,685 km2 • Territorial sea - 8,7 thousands km2 • 9th country in Europe and 63rd in the World • Monetary unit / Currency: 1 złoty (gold)= 100 groszy • The member of: • The European Union (EU) • North Atlantic Treaty Organization (NATO) • United Nations (UN)

  4. POLAND WARSAW UNIVERSITY LIBRARY SOM MAIN TOPIC Some information about Warsaw Inhabitants with suburbs: 2,5 million Structure: 18 districts Greenery: 24% of the city’s area Number of business: 254.362 (98,5 % private) State universities and academies: 13 (150.000 students) Private high schools: 55 (200.000 students) Warsaw from many perspectives: Tourist attractions Modern Warsaw Green Warsaw

  5. POLAND WARSAW UNIVERSITY LIBRARY SOM MAIN TOPIC Some tourist attractions The Royal Palace The Old Town The Barbican The Presidental Palace

  6. POLAND WARSAW UNIVERSITY LIBRARY SOM MAIN TOPIC Modern Warsaw Warsaw’s Subway Commerce Center City Center Business Center

  7. POLAND WARSAW UNIVERSITY LIBRARY SOM MAIN TOPIC Green Warsaw Lazienki Park Saski Garden Wilanow Park Orangery

  8. POLAND WARSAW UNIVERSITY LIBRARY SOM MAIN TOPIC Basic information about Warsaw University Established: November 19, 1816 Type: Public Rector:Professor Katarzyna Chałasińska-Macukow Staff: 5531 Students: ca. 57000 (ca. 2300 Doctoral students) Faculties: 18 and 30 other units Website:www.uw.edu.pl

  9. POLAND WARSAW UNIVERSITY LIBRARY SOM MAIN TOPIC Warsaw University Library (BUW) Founded: 1817 Library holdings: 2 815 460 vol – one of thethree largest collections of scholary books in Poland New modern building: 1999 Additional: Worth to visit it not only because of great books but also because of a garden on the roof witha beautiful view on the Vistula river Website: www.buw.uw.edu.pl

  10. POLAND WARSAW UNIVERSITY LIBRARY SOM MAIN TOPIC Information about School of Management Established: 1972 in Warsaw Type: Faculty of Warsaw University Dean:Professor Alojzy Z. Nowak Staff: 12 full professors, 3 associate professors, 17 people with a higher doctorate Students:ca. 5700 Additional:The oldest management faculty in Central Europe Website:www.wz.uw.edu.pl

  11. MOBILE MARKETING

  12. Introductionvideo

  13. INTRODUCTION LAUNCHING MAIN TOOLS MEASURING EXAMPLES SUMMARY Introduction: What is Mobile Marketing? Mobile Marketing is the use of the mobile medium as a communications and entertainment channel between a brand and end-users. Itis the only one personal channel enabling spontaneous, direct, interactive and targeted communications at any time andat any place.

  14. INTRODUCTION LAUNCHING MAIN TOOLS MEASURING EXAMPLES SUMMARY Introduction: Ways of using Mobile Marketing • Loyalty building • Sales promotion tool • Product launch • Brand awareness building • Direct marketing • Time and location specific offers • Redemption and couponing mechanism • Additional stream for information services • Channel for delivering ringtones, graphics etc.

  15. INTRODUCTION LAUNCHING MAIN TOOLS MEASURING EXAMPLES SUMMARY Introduction: M-Marketingcommunication ways • SMS - Short Message Services (text) • MMS - Multimedia Messaging Services (combining text with graphics and sound) • WAP - Wireless Application Protocol (mobile internet) • 3G - Third Generation (full multimediaservices)

  16. INTRODUCTION LAUNCHING MAIN TOOLS MEASURING EXAMPLES SUMMARY Launching: Be well prepared • “Half the money I spend on advertising iswasted; • the trouble is I don't know which half.” • John Wanamaker (1838 - 1922) • US department store merchant

  17. INTRODUCTION LAUNCHING MAIN TOOLS MEASURING EXAMPLES SUMMARY Launching: How to start? • 1. Set measurable strategic goals. • 2. Decide what approach will speak to the customer? • 3. Integrate your M-Marketing campaign with the rest of your marketing activities. • 4. Pass to a technological level of the campaign.

  18. INTRODUCTION LAUNCHING MAIN TOOLS MEASURING EXAMPLES SUMMARY Launching: Technological level – 5 critical issues • Who will prepare it? • Our company vs. Partner - company • 2. The phone number • Purchase vs. Hire • 3. Agreement with operators • Services connected to the number • 4. Plan • What information do you want to be collected? • 5. The price • SMS for free • Normal SMS price • Premium – rate SMS

  19. INTRODUCTION LAUNCHING MAIN TOOLS MEASURING EXAMPLES SUMMARY Launching: The target group data collecting • The External Data Base • The Internal Data Base • Internet Platforms: enable consumers a communication with their favorites brands. After a registration process a new user is added into the database of suitable brand. From this time he or she receives SMS/MMS withnews, coupons, games and ring tones connected with a chosen brand. E.g. www.smailme.pl.

  20. INTRODUCTION LAUNCHING MAIN TOOLS MEASURING EXAMPLES SUMMARY Main tools: Push and pull actions definitions • Push action: the consumer does not request the product or information to be delivered; it is "pushed at" the end-user by promotion. The customer is passive. • Pull action: the consumer requests the product or information and "pulls" it through the delivery channel. The customer is active. Reaction via mobile is expected.

  21. INTRODUCTION LAUNCHING MAIN TOOLS MEASURING EXAMPLES SUMMARY Main tools: Push actions (B2C) • SMS & MMS advertisement:messages are sent to the target group taken from a proper data base. • The advertisement in new mobiles: video clips or graphics with adds in new mobile phones. • Mobile Media Sponsoring:customers receive on their mobiles different kind of information services with a logo of a sponsor.

  22. INTRODUCTION LAUNCHING MAIN TOOLS MEASURING EXAMPLES SUMMARY Main tools: Pull actions (C2B) • On-pack promotion:customer can send a unique code from a label and get a response message about prizes. • Loyalty Programs:customer sends SMS with a codeof bought product and collect points. Then points can be changed into rewards. • Vote & Quiz: itenables to increase awareness of a brand and collect valuable information. • Games, graphics & sounds: customer can download gadgets connected with a brand.

  23. INTRODUCTION LAUNCHING MAIN TOOLS MEASURING EXAMPLES SUMMARY Main tools: Mixedpush & pull actions • Mobile coupons : consumers can receive coupons and vouchers on their mobiles that display barcodes or numeric codes and change them for prizes and discounts offers in outlets. • Text-to-Win: customer receives a message with an information about a competition and prizes. He or she can reply and join. Useful for a direct marketing.

  24. INTRODUCTION LAUNCHING MAIN TOOLS MEASURING EXAMPLES SUMMARY Main tools: M-marketing &entertainment • moBlog: customers send pictures/audio/video from • theirmobile phones topublish it on a web-page. • Facts: during first 5 weeks of existing moBlog in Poland, • it hasbeen visited by over 100000 people. Users • created 9000individual moBlogs and send over 6000 • MMS! • WAP • Mobile Radio • Mobile TV

  25. INTRODUCTION LAUNCHING MAIN TOOLS MEASURING EXAMPLES SUMMARY Measuring: Key methods • Impression rate:Opened and read messages. The average rate is 95%. • Reaction rate: Answered messages. The average rate is 15% compared to 5% from emails, 2% from direct mail and 0,5% from printed advertising. • Word-of-mouth rate:Messages forwarded to others. The average rate is 7%. • Coupons redemption rate:Coupons used in stores. The average rate is 80%. • Brand recall rate: Brand identity within the target group. The average rate is 65%. • Source:Enpocket Media Monitor

  26. INTRODUCTION LAUNCHING MAIN TOOLS MEASURING EXAMPLES SUMMARY Example: Silver Screen • Place:Warsaw, Poland • Purpose: to encourage potential customers to use cinema’s services • M-Marketing tool: mobile coupons • Way: SMS messages with a discount coupon sent to potential customers • Results: • on 539 sent coupons, 196 were used • The response rate was 36% • 80% of people declared that they came to the cinema because of recieved coupons

  27. INTRODUCTION LAUNCHING MAIN TOOLS MEASURING EXAMPLES SUMMARY Example: Kit-Kat’s • Place:Great Britain • Purpose: to increase brand awareness • M-Marketing tool:text-to-win • Way:SMS’eswith a competition question sent twice before a Kit Kat’s TV commercial. Person who watched the commercial and sent SMS with a correct answer had a chance to win a prize • Results: • 8% men i 6% women from the target group replied • the response rate was 7,8%

  28. INTRODUCTION LAUNCHING MAIN TOOLS MEASURING EXAMPLES SUMMARY Example: Cadbury • Place:Poland • Purpose: to increase sales and brand identity, to collect data about chocolate consumption habits • M-Marketing tool:on-pack promotion • Way: on 65 mln packages was placedinformation encouraging to sendSMS and join a competition. Customer received return SMS with information about prizes. • Results: • over 5 millions SMS’eswere sent by customers • the turnover of Cadbury’s Group raised by 21%

  29. spots billboard e-mailing direct mailing m-marketing Receiver selection Very small Small Big selection Big selection Big selection Level of reaching receiver Low (hopping) Low (short contact) Medium (spam protection) Low (throwing away without reading) Very High (95% of messages is read) Where is it available? At home On streets At home and in the office At home Everywhere Possibility of recording and recollection Sometimes recording None Printing or saving Saving Saving and remember (message is short) INTRODUCTION LAUNCHING MAIN TOOLS MEASURING EXAMPLES SUMMARY Summary: The advertisements comparision

  30. INTRODUCTION LAUNCHING MAIN TOOLS MEASURING EXAMPLES SUMMARY Summary: Facts • 40% of brands have already deployed text messaging (SMS) campaigns • 18%of brands have deployed multimedia messaging (MMS) campaigns. • 89% of major brands planning to market via mobile phones by 2008 • 52% of brands planning to spend up to 25% of marketing budget on mobile marketng • Source: Airwide Solutions

  31. Summary video

  32. THANK YOU FOR YOUR ATTENTION ANY QUESTIONS?

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