The Cleveland American Advertising Federation and COSE joined forces to host a seminar for small business. The day's sessions were focused on marketing for small business. Mobile App Roadmap presented mobile marketing basics for small business. Follow the link to SlideShare and check out the presentation; it is helpful for anyone who would like an overview of mobile options for business. The seminar coincided with an announcement from Cleveland Mayor Jackson that Goldman Sachs is support NE Ohio with $15 million dollars for small business.

Small Business Mobile Marketing

Mobile “apps,” or applications, are the hottest thing now driving the technology industry. Mobile platforms are revolutionizing how people connect, and their cool factor is undeniable. But for most companies, the point really isn’t about being cool. It’s about making money by following the eyeballs. After all, a recent report by the influential Boston Consulting Group says that smart phones and tablet devices will account for four of every five broadband connections by 2016.

Are companies in Northeast Ohio taking advantage of these new platforms? Does the region have the resources to be part of the new App Economy? Innovation requires a critical mass of forward-thinking individuals. And we do have some promising success stories from which to learn and build.

The Cleveland Film Festival smartly leveraged an app to keep record-breaking crowds up to date on ticket availability and shifting screening schedules in the recently concluded 36^th annual festival, and University Circle recently released an innovative mobile app that showcases its many attractions. Progressive Insurance and Sherwin Williams have also built a couple of interesting mobile applications.

Still, for the most part, app development is being outsourced elsewhere because of a lack of programming expertise in this area. Local communication agencies are at the beginning stages of building mobile website applications but very few have a strong portfolio of native apps - applications built specifically for the iPhone, Android or other smart phones. The programming for specific devices requires new knowledge and those individuals are in high demand across the country.

Mobile applications that leverage smartphones and tablet computers can extend the reach and open new markets for businesses across Northeast Ohio. But it won’t come without focusing resources and attention. It will take plenty of training, re-focusing of careers and educating businesses about the new platforms they will need to become part of this vibrant new growing sector of the economy.

The pioneering venture capitalist David Morgenthaler has noted that this region mostly missed out on the biggest economic driver of the second half of the 20^th century—the semiconductor revolution—and thus missed most of the economic ripple effects that later accompanied that technology-enabling platform. My fervent hope is that we don’t make the same mistake with the App Economy’s coming boom.

This video presentation is an Express (abbreviated) version of the full day Mobile App Roadmap Bootcamp. The presentation was given by Barb Cagley to an audience in Toronto, Canada. The "un"conference was Podcamp Toronto 2012, a two day conference that focuses on all areas of new media including: mobile web apps and mobile web marketing, social media, search engine optimization, blogging, web development and of course, podcasting. This presentation highlighted innovative mobile solutions.

I am part of the crowd that is hooked on Words with Friends. Words with Friends is a game modeled on Scrabble (one of my favorite games) played on the iPad. The hook was set one quite Sunday afternoon during the height of winter when I invited 21 friends to play, for those not familiar with the game this means I was playing 21 separate games at the same time! It was great fun that afternoon but for the next few weeks I was obliged to find time to continue all of those games. It turned into a job. Games, whether an app or a dead tree board game, should be fun and not a job.  I only play four at a time now which means I don't have to stay up late at night to finish "work".

This experience caused me to wonder, if entertainment apps can be work, can or should "work" apps entertain? For the purpose of this essay, work apps are apps that marketing, providing a service or productivity.

The candy Mentos has a marketing app that is part of their new campaign centered around super spiders. The app is an interactive game that is directly connected to a catchy television advertisement. This is clearly a game that is marketing a brand. It makes sense for the demographic the candy wants to appealing to but how about a brand that is focused on an older, affluent demographic?

I would classify my husband as a professional traveler; he has a strong brand loyalty to Marriott, Continental (begrudgingly United now) and National Car Rental. His iPhone and iPad are his lifelines. Further I would also classify him as an early adaptor of ideas and technology who in addition expects exceptional service and in turn will promote and support great brands. Marriott is probably at the top of his list. Marriott has a mobile app he has used to help to find a place to sleep in some sticky situations.  

I think we would all agree that the expectations of a brand like Marriott is that their mobile app will be a well designed and easy to use whose primary purpose is to make reservations. Should this type of app entertain as well? My natural assumption would be that an app designed to be used by a busy traveler should be focused on ease of use and transaction speed. I also think, that done correctly, the app could be designed to entertain while not sacrificing speed and ease of use.

At a base level mobile apps are still so new that just the fact that they quickly open when you touch the screen still brings pleasure and to a degree entertainment (and adds to the frustration with computer applications that seem to open at a glacial pace). I would suggest that the pleasure and entertainment derived from speed of opening will be transitory as the mobile platform matures.

The Wikipedia definition of entertainment is an action, event or activity that aims to entertain, amuse and interest a public. Can the subtle touches actually entertain?  Does the swish sound of email being sent from an iPad, the flipping of pages in the Flip app, the spinning of numbers to set time on the mobile devises or the corner tab action in Google maps create a little sensation of entertainment? These actions are designed to be fun while at the same time being tied directly to functionality.

I believe that the best apps will continue to strive to push the technological envelope to provide functionality with an entertaining twist. Apps that deliver these design attributes will grace our tablets and smartphones and will continue to provide little surprises to entertain us during our busy and hectic lives. 

I am in a coffee shop right now and cannot help but listen to a young saleswoman selling to a middle age man. She is talking, he is listening and nodding but the expression on his face does not convince me that he has a deep understanding of what she is talking about. He has a look of confusion.

When people talk about mobile apps for business, I feel they understand at an intellectual level how the technology can be used.  However, emotionally they do not have a clear understanding of how the platform can change their universe. The statistics in business press are compelling, we see the devices in the hands of our customers and we find the devices invaluable for email, mapping, taking a photo or killing time browsing Facebook, but making the connection to the bottom line seems less obvious. We might have apps on our phone or tablet, use them a little and poke around the app markets to see what interesting and available for free.  Some companies that were ahead of the curve may feel they have things covered because they have built a mobile version of their website browse-able on a smartphone. The question is where is the emotion, where is the return-on-investment?

A deeper understanding of the value of an app is still abstract. So let's get concrete.

PHYSICAL BARRIERS
Getting back to the sales conversation going on in the coffee shop. Right now, the saleswoman is sitting across from the man writing upside-down to illustrate or clarify something (I am really not trying to eavesdrop too badly). She is leaning in toward him and seems to be having a little trouble hearing him. He is leaning back in his chair not really fully involved. Let's introduce an app and a tablet or smartphone which will allow us to change the physical interaction. Image the saleswoman moves to the same side of the table as the man. They are sitting next to each other and both looking at a tablet screen together. They are seeing the same information, the same side up, both parties can hear each other and more easily connect.  The invisible barrier of space has been disrupted change the dynamics of the meeting. Their conversation is a little more intimate, they are sharing an experience therefore there is more potential for bonding and rapport.

COMMUNICATION BARRIERS
With a tablet and an app, sales information can be delivered in a more dynamic fashion. If the saleswoman had several services to sell she could set up the app so that information could be selected dynamically to reduce the risk of the conversation losing focus waiting on search results (or shuffling through a briefcase for paper PowerPoint presentations). Graphics, animation, video or photos can help illustrate difficult concepts if needed.  Every service/product that sparks an interest can be selected and saved as the conversation progresses. If needed the app can be built to leverage the calculation power of the platform to generate estimates. Tools like FaceTime or Skype can be used to reach out to a technician that the salesperson does not have; on the spot. Need to check inventory or delivery schedules?  They can be accessed in real-time; all with out having to boot up a laptop or looking for a free electrical socket.

WOW FACTOR
At the conclusion of the sales call an email could be sent to both parties with a quote with all relevant information, support materials, delivery dates or perhaps even an order can be placed right then and there.

FOLLOW UP
Continuing with our example of what could have been, after the sales call all the information gathered during the conversation can be collected and distributed appropriately.  Marketing can receive the data they want for product and sales planning, the sales and inventory databases could be updated and accounting notified so billing will happen on time!

Granted, is a vision of what can be, perhaps it making this jump in one step is something you are not ready to try. Having a deeper understanding of what is possible can add both understanding and emotion into the conversation. If need be start simply taking small steps and getting feedback as you move forward always with your current needs in mind (as you begin the journey those needs will evolve and change). Using an innovative mobile app sales tool connecting with your clients will be easier and you should not ever have to face a blank stare again. 

photographer: Ed Yourdon

Check out the Mobile App Roadmap Express presentation. It is a compliment to the Mobile App Roadmap report that can be downloaded at no cost. Mobile App Roadmap Express

 

When you register to attend the Mobile App Roadmap Bootcamp, you'll get these valuable bonuses:

• 1 one-on-one 1 hour phone coaching session with two coaches ($250 value);
• 4 two-hour phone group coaching sessions with two coaches - one per month ($2,000 value);
• Access to on-going informative content and information regarding the fast moving mobile market for a year via a special membership website that includes videos from the Bootcamp ($564 value).

These member bonuses are only available to those who attend the Bootcamp. This $2,814 value of coaching time, easy to access content and support will ensure that the day you invested in learning will not be forgotten in a couple weeks. Instead you will receive ongoing support.

Mobile App Roadmap Bootcamp

Thursday, March 8, 2012
John Carroll University
8:30am - 5:00pm

You will walk away from this hands-on workshop with a strategy and the understanding how to implement it. We will also feed you.

You can obtain a free Mobile App Roadmap Report now, go to: http://bit.ly/yobWz3

Register for the Mobile App Roadmap Bootcamp today and receive these bonuses: $2,814 in coaching, support and additional content + a $48 discount toward you ticket.