1. Mobile marketing Peter Varlow, Tourism Connect and Andrew French, TXT4 TMI Hot Topic, Leeds, 20 June 2007 Engaging with visitors before they move and on the move Tourism Connect © tourism @varlow.org.uk

2. Tourism Connect tourism @varlow.org.uk Mobile marketing 1.Overview of mobile 2.To-do list 3.Using SMS to gather data 4.Some examples

3. Tourism Connect tourism @varlow.org.uk Tomorrow’s TIC? Everyone’s personal companion Nearly every visitor has one 3 billion of them, and rising (GSMA, June 2007)

4. phone print reader emailer address book diary radio alarm clock texter spreadsheet camera music player word processor live TV information pusher satnav games console web browser bill payer video player Tourism Connect tourism @varlow.org.uk ENTERTAINMENT INFORMATION COMMUNICATION UTILITIES

5. Tourism Connect tourism @varlow.org.uk Why are they so important? Everyone has one They go everywhere They know where they are Connect by voice, text, email or bar-code They’ll do more to make the world a ‘global village’ than the Internet or the PC has done

6. Tourism Connect tourism @varlow.org.uk But….? PCs are for work, mobiles are personal They’re slow – so far They don’t know exactly where they are – YET Expensive to use Tiny screens, tiny keyboards

7. Tourism Connect tourism @varlow.org.uk Key factors Mobile marketing is different, it’s… about using a person’s personal space about entertainment about working within a short attention time

8. Tourism Connect tourism @varlow.org.uk 3-year plan Decide what services to offer to what markets SMS Mobile website Digital guidebooks and podcasting Satnav Live call services The right partners The right content Build up subscriber list Invest in your keywords and shortcodes

9. Tourism Connect tourism @varlow.org.uk Mobile website First steps: Text-only (also best for speed for non-3G users) ‘Portal’ service »Enquire by live call and email »Enrol to SMS service »Links to selected pages of your main website »Links to small selection of other mobile sites, especially transport Second stage: Push and pull: eg http://enjoyengland.mobi www.innsbruck-mobile.at http://enjoyengland.mobi www.innsbruck-mobile.at Traffic analytics Integrated with CRM database. mobi domain

10. Tourism Connect tourism @varlow.org.uk Satnav The single most important portal into tourist information? 3m GPS phones in Europe in 2006, 70m by 2010, 300m globally (IMS Research) How to get your info on satnav: Top quality info Via VisitBritain

11. Tourism Connect tourism @varlow.org.uk Podcasting For walking tours, in attractions, and holiday planning guides Natural extension of VIC/TIC skills and function Know your visitors Know your attractions

12. Tourism Connect tourism @varlow.org.uk Podcasts can be seriously boring! What makes a good podcast? Make it “soundseeing”: use a fun, lively professional broadcaster or a local celeb Use a qualified Guide for a professional itinerary Use VIC staff to research the facts Ambient sound and music to bring it to life

13. Tourism Connect tourism @varlow.org.uk Get enough podcast users to make it worthwhile Integrate podcast content with main product database: The podcast gets mentioned every time the product page is served on your website Updating is automated Register with podcast directories eg www.podcasting.net www.podcasting.net

14. Tourism Connect tourism @varlow.org.uk How do I produce podcasts? Decide the key audiences and products. Be specific Plan a series, with regular new ones Ask a production company for proposals. Typically, costs vary from £100 to £2,000 Include in marketing partner deals Look for distribution first, then production Production: Plan and script in-house Record using a professional, £100 to £2,000 Video will become more important

15. Tourism Connect tourism @varlow.org.uk Further information Mobile user stats European Travel Commission’s New Media Review www.etcnewmedia.comwww.etcnewmedia.com GSM Association (GSMA) representing over 700 GSM mobile operators across 218 countries http://www.gsmworld.com/technology/3g/statistics.shtmlhttp://www.gsmworld.com/technology/3g/statistics.shtml Mobile sites to see Some travel sites: http://enjoyengland.mobi www.pocketoptimized.com/pdahttp://enjoyengland.mobiwww.pocketoptimized.com/pda A good text-only site: www.visitdublin.comwww.visitdublin.com M-commerce: www.handytraveller.comwww.handytraveller.com How mobile-ready are you? Test your site at http://netsol.ready.mobi.http://netsol.ready.mobi Mobi domains: http://mtld.mobihttp://mtld.mobi DIY podcasting: www.jellycast.com or www.apple.com/itunes/store/podcasts.htmlwww.jellycast.com www.apple.com/itunes/store/podcasts.html Forthcoming ETC-UNWTO E-marketing Handbook

16. Tourism Connect tourism @varlow.org.uk Mobile marketing Engaging with visitors before they move and on the move