Flip ‘n Save: What Is Keeping Brands from Mobile Couponing? at OMMA Global

Moderator: Michael Foschietti, Managing Director, Mobisix

Panelists
Dennis Cook, Director, Mobile Marketing, Citadel Media
Cynthia Methvin, Digital Media Analyst, Scarborough Research
August Trometer, Co-founder, Yowza!!
Phuc Truong, Managing Director, U.S. Mobile Marketing, Mobext

Cynthia Methvin: 70% of coupon clips still come from the paper, but most people forget them, never use them

Marketers: People looking for a good deal, what better to brand than when ppl are looking for help, get brand ID when ppl are pinching pennies

Media Post research:
1 in 10 interested in getting coupon on phone
3 in 10 very interested in getting coupon on phone

start mobile club, get ppl to opt in, no more than 1x/wk on a particulr topic
be sure members can self-select

12% redemption rate

if consumers are ready, why aren’t retailers?

Phuc: have to be easy for customer to use and not prolong checkout time

6-12 month sales cycles for large-scale retailers: needs to be a top-down decision

restaurants especially: coupon fraud #1 concern

More notes from OMMA Global New York 2009, and more to come.

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