Mobile Marketing

9:00-9:45am Networking Breakfast
9:45-10:00am Introductions, Review of Agenda 


I. VIRGIN MOBILE PRESENTS: MONSTER BALL TOUR STARRING LADY GAGA (10:00am-11:00am)
In this presentation, Virgin Mobile and Mozes will present the evolution of mobile marketing on the three legs of the Monster Ball Tour Starring Lady Gaga from January 2010 through April 2011. In this session, you will learn:

(a) how the strategies and tactics for mobile marketing on the tour stayed focused on "great consumer experiences", not marketing
(b) how the tactics evolved as demanded by the consumer from text messaging to smart phones to QR codes to integration of social media
(c) how to delight the "mobile consumer" through great experiences (exclusive ticketing, special offers, fan generated content) in order to take your brand mobile - how mobile consumers don't want "mobile marketing"
(d) best practices on integrating mobile with social media

Speakers:
Ron Faris, Director, Brand Marketing & Experiences - Virgin Mobile USA
Dorrian Porter, Chief Executive Officer - Mozes


II. THE COCA-COLA COMPANY'S APPROACH TO MOBILE MARKETING (11:15am-12:15pm)
Chris Bigda, Media and Interactive Manager - The Coca-Cola Company, and John Ohara, Associate Media Director - MediaVest, will share The Coca-Cola Company's approaches and views of mobile marketing. In this session, you will also learn The Coca-Cola's best practices, key learnings, and trends in the mobile space.

Speakers:
Chris Bigda, Media and Interactive Manager - The Coca-Cola Company
John Ohara, Associate Media Director - MediaVest


III. UPDATE ON MOBILE INDUSTRY INITIATIVES (1:15pm-2:00pm)
David Anson, Director, Mobile Ad Product Innovation - AT&T and Mark Kaplan, Managing Director - GEM will share an update on the mobile ecosystem evolution and other mobile industry initiatives that ANA, CTIA, and MMA are currently involved in. In this session, we will ask members to share their thoughts on the ANA Mobile Marketing Committee becoming involved on these initiatives and others while working together to break down barriers between marketers and carriers.

Speakers:
David Anson, Director, Mobile Ad Product Innovation - AT&T
Mark Kaplan, Managing Director - GEM


IV. MEMBER ROUNDTABLE DISCUSSION (2:00pm-2:30pm)
ANA member roundtable discussions are great ways to share experiences and perspectives on specific topics, while learning from your peers from other companies. We'll discuss:

a. Mobile Marketing Measurement: In our fall 2010 ANA/MMA Mobile Marketing survey, the top concerns among client-side marketers when considering/adopting mobile marketing were having metrics to incorporate mobile marketing within the overall marketing mix (48%) and the inability to prove ROI (39%). In this session we will ask members to share their experiences in mobile marketing measurement and any top concerns they have when selling mobile marketing within their overall mix to senior management.
b. The Future of the ANA Mobile Marketing Committee
In this session, we will ask members to share their thoughts on future topics for discussion.

Facilitator:
Marni Gordon, Senior Director, Committees - ANA