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3 x Just a Mobile presents the biggest opportunity for jewelers to affect a jewelry shopper in the full buying circle, which includes consideration, Decision and transaction. 20 April 2012 Smart Jewelry Show Chicago 3

4 Mobile is where your customers spend their time 20 April 2012 Smart Jewelry Show Chicago 4

5 Mobile & Location-Based Marketing Presented by Casey Ford President of Tappinn Marty Hurwitz CEO of MVI The Smart Jewelry Show Friday 20 April :15am Room 309

6 Presentation Outline Introduction and Overview (Marty and Casey) What is Mobile and Location Based Marketing (Casey) Why Jewelry Retailers Need to Get Started with Mobile Marketing (Marty) How Jewelry Retailers Can Get Started (Casey) Conclusions and Questions 20 April 2012 Smart Jewelry Show Chicago 6

7 Introduction and Overview Who is Tappinn? Tappinn is the proven thought leader in the Mobile Tagging space providing high profile QR Code and mobile campaigns with mainstream and luxury brands April Smart Jewelry Show Chicago

8 Introduction and Overview Who Is MVI? MVI Provides Research and Market Development for the Global Gem, Jewelry and Watch Industries 20 April Smart Jewelry Show Chicago

9 Why Jewelry Retailers Need to Get Started with Mobile Marketing Demography is Destiny Baby Boomers and WW II generation consumers are quickly finishing their discretionary and brand spending year olds will never shop the way their parents and grandparents did 20 April Smart Jewelry Show Chicago

10 Why Jewelry Retailers Need to Get Started with Mobile Marketing The demographic bulge of the 70-million-some boomers has driven U.S. economic and market trends in each decade since World War II. They powered the housing market for much of that period, inspired an explosion of brand-name consumer goods and, in the 1980s and '90s, helped stoke the greatest stock bull move of all time. Today they are an ever-expanding gray shadow on the national landscape: Every 24 hours for the next 19 years, an average of 10,000 boomers will turn April Smart Jewelry Show Chicago

11 Why Jewelry Retailers Need to Get Started with Mobile Marketing Generation Y they don t watch TV they don t read that much you can t target them through MTV So how do you reach these 71 million Millennials that spend over 200 billion dollars annually and will soon replace the baby boomer generation as the largest percentage of the workforce? 20 April Smart Jewelry Show Chicago

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16 Don t Forget About Tablets

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21 Why Jewelry Retailers Need to Get Started with Mobile Marketing Mobile and Location-Based Marketing Jewelry Consumer Opinion Council April 2012

22 Why Jewelry Retailers Need to Get Started with Mobile Marketing Have you ever used your mobile device to help you shop in a jewelry store? Can you afford to avoid this trend? 29% Already Do! Jewelry Consumer Opinion Council April 2012

23 Why Jewelry Retailers Need to Get Started with Mobile Marketing How have you shopped for watches or jewelry with your mobile phone? 35% Research on Smartphone and then buy in a jewelry store! Jewelry Consumer Opinion Council April 2012

24 Why Jewelry Retailers Need to Get Started with Mobile Marketing While you were looking for engagement or wedding rings, how did you use your mobile device? 45% Took Pictures and either sent to others or reviewed later! Jewelry Consumer Opinion Council April 2012

25 Desktop vs Mobile Desktop Web Larger Screen Time Expands & Contracts with interest Multiple navigation bars Landing pages are general Stationary portal Mobile Web Smaller Screen and more sizes Users time is always constrained Drill down needs to be short and easy Landing pages are specific Always with user

26 How does this control your mobile digital footprint?

27 Top Mobile Tagging Touch Points for Jewelers Mobile tagging defined: NFC Tags URL ex.php/shop/engagement/engagem ent-rings.html QR Codes Mobile Banner Ad

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33 Top Mobile Tagging Touch Points for Jewelers Print Ads magazine, newspapers

34 Top Mobile Tagging Touch Points for Jewelers Direct Mail

35 Top Mobile Tagging Touch Points for Jewelers Windows

36 Top Mobile Tagging Touch Points for Jewelers Signage

37 Top Mobile Tagging Touch Points for Jewelers Packaging

38 Top Mobile Tagging Touch Points for Jewelers Business Cards

39 Top Mobile Tagging Touch Points for Jewelers TV Commercials

40 Top Mobile Tagging Touch Points for Jewelers Mobile Banner Ads

41 Top Mobile Tagging Touch Points for Jewelers Geofencing Campaigns

42 Prescription for Mobile Website Campaign Success 1) Make all pages mobile optimized 2) Redirect & leverage social media - Embed Twitter deck - Embed YouTube & Facebook 3) Create calls-to-action - Call us - Find us - Get deals & coupons (don t ask too much info)

43 Prescription for Mobile Website Campaign Success 4) Produce campaign specific mobile landing pages 5) Keep drill down simple - From scan to can-do in 3 clicks or less 6) Account for SEO 7) Ask for the sale -Express checkout with PayPal

44 Prescription for Mobile Website 7) Analyze, Analyze, Analyze Campaign Success

45 Bonus Tip Put free Wi-Fi in your stores 20 April 2012 Smart Jewelry Show Chicago 45

46 20 April 2012 Smart Jewelry Show Chicago 46

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48 Information is more valuable than Inventory! Thank you to all of you Your feedback is very valuable to us April Smart Jewelry Show Chicago

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