Mobile Interactive Technology (MIT) provides a number of high capacity services that enable agencies and their brands to successfully deliver interactive mobile marketing services and campaigns. MIDAS can support and provide agencies with services including direct marketing, direct response, sales promotions and brand experiences. These services have been designed to capture audiences through broadcast, print, radio, online and mobile advertising for campaigns running from product launches to brand loyalty. MIT’s range of marketing led products can provide return on investment, delivery of personalised data as well as an insight and understanding of consumer behaviour.

Benefits include:

• Strengthening brand awareness and loyalty
• Increasing distribution of ‘sample’ delivery and marketing collateral
• Capturing key data on target audiences
• Driving footfall to local high street stores
• Tracking and monitoring consumer interest in products and services
• Increasing direct interaction with a brand via user generated content
• Rewarding consumers for spending time with your brand

Services:

1. Direct Marketing
2. Direct Response
3. Sales Promotions
4. Brand Experience
5. Wizards
6. Customer Relationship Management
7. Client Services
8. Reporting

Direct Marketing

MIDAS provides simple solutions to contact audiences through text messages and picture messages. For targeted lists of consumers, messages can be sent within seconds to a mobile phone; messages can be scheduled or sent live on an ad hoc basis.

MIDAS allows you to manage a compliant list of users, with simple opt in/opt out mechanics either through a text message, a mobile internet site or through the web.

Using SMS or text messages up to 160 characters can be sent, using MMS or picture messages - images, videos and a large amount of text can be sent.

MIDAS has an inbuilt campaign manager that enables message creation, delivery of messages, user management, profiling of users and reporting (including data analysis).

Campaigns using SMS and MMS as a direct marketing tool are now proven to provide great response rates and enhance direct communication with both customers and employees across a variety of business sectors.

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Direct Response

Whether or not you advertise through print, TV, radio, outdoor, direct or mobile MIDAS offers a number of solutions to gather data or provide an interactive experience for your consumers.

Address Collection

This feature is ideal for product samples or for collecting names and addresses for promotional material such as a product brochure.

Users can send in their name and address via text message. This is then compared with the Post Office database for accuracy. Users can be asked to confirm their address if there is a discrepancy. Once confirmed data can automatically be sent to a fulfilment house for processing.

Request for Information

This feature is ideal for providing immediate information to a consumer after seeing a promotion. It can be extended into a full experience using the mobile internet.

Users simply send in a text message to request information. They can be sent the information via an SMS, MMS or they can be sent a link to surf to a mobile internet page. A mobile internet site can offer a number of pages of content, images, promotions and digital content such as wallpapers, games or ringtones. Sites can also be used to gather data such as names and addresses, register for a call back or trigger a phone call (click to call).

Request for Location of a Service

This feature allows you to offer consumers information about their nearest product or services. Users can text in their postcode, or simply just text in their interest in knowing where a local service is. In the latter case their location is detected through the consumer’s mobile phone location. Once the user’s location is established the application can then tell the consumer what services are nearby, it can list a number in order. In addition a map can be provided of each location; content can be sent via SMS or through a mobile internet page.

Feedback

This service is used to get instant feedback or responses from consumers or employees in relation to an advert or a promotion.

Competitions

Most competitions run under the banner of sales promotions, however simple competitions can be executed off the back of direct response media campaigns.

Call back/Contact

Consumers can be called back or contacted either immediately or at a later date by registering interest through sending in a text message.

These cost effective solutions are quick to market and can integrate with existing media plans effectively. More recently the mobile operators have opened up voice short codes, this means many direct response campaigns can now be triggered through calling a simple 5 digit short code as an alternative or in addition to sending a text message.

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Figure 1: Example location based service

Sales Promotions

MIT recognises sales promotions play a big part in agencies and brands campaigns and the MIDAS platform has been equipped to run services that make the most out of mobile technology in these situations.

MIT can provide the technology to run on pack promotions. Campaigns can have a competition element, be that a vote, a PIN code or simply just text to enter. Regardless of the entry mechanic a number of different prize mechanics can be used:

• Instant Win
• Tiered prizes
• Delayed prize draws

MIT can also provide redemption kiosks for retail or events through our sister company New Toy.

Jigsaw, deliver very large cross platform (web, mobile and iTV) sales promotions, for more information on their capabilities and work click here.

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Brand Experience

MIT’s brand experience product range offers a number of different solutions and options to create a buzz with your customers around a promotion or event. MIDAS can receive SMS and MMS messages that can then be routed to live video screens or projected onto walls. Bespoke installations can be arranged where images and video is captured from the user and then sent to the users handset or email address.

MIT work closely with sister company, New Toy, who are an interactive experiential design agency and build experiences and activities that enhance campaigns and events. Through MIDAS and New Toy’s service, MIT can enhance the user experience around your campaigns and events through mobile technology resulting in consumer satisfaction and increased brand loyalty.

Another MIG company, Jigsaw, have developed a user generated content (UGC) platform that enables content to be uploaded via the phone, email or web. Through this platform MIT can provide user driven experiences to your customers. For example a mobile phone user could take a photograph using the inbuilt camera on their handset and upload this directly to a brand campaign website; once live it can be rated and shared. For more information on UGC click here.

For free events - sending guests barcodes or pin codes to their phone is a great way of offering interactive ticketing. This works especially well if you are running a prize promotion to win tickets or if at the event itself you are running a VIP upgrade offer.

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Wizards

Within MIDAS there are easy to use wizards that allow you to set-up, run and report on simple as well complex campaigns. MIT can also create bespoke wizards to suit your specific needs by using our in house team of mobile experts. These campaigns can either be run by your business or the MIT Client Services team.

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Figure 2: MIDAS management tool showing some example wizards

Customer Relationship Management

MIDAS offers complete customer relationship management (CRM) tools enabling your business to capture key data from your campaigns. Using Business Objects, analysts can create personal profiles on customers such as their behaviour. MIT’s CRM tools allow your business to create loyalty from your customer base by delivering valuable and targeted promotions.

Key Features include:

• Personalised SMS or mobile Internet experience
• Data cleansing
• Consumer profiling
• Integration with external CRM systems
• Programme Management

MIT is the first UK aggregator to offer an intelligent CRM service to capture, manage and report on consumer data which has generated new revenue through data and partnerships for existing clients. For more information on CRM click here.

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Client Services

MIT has a dedicated in house account management team with over 20 year’s industry experience. The client services team set up, configure and test your campaigns in order to make sure the service is compliant with industry guidelines and offer your customers a first class service. The team provide dedicated support and establish clear processes with your business whilst also providing incident management along with detailed reporting. For more information on Client Services click here.

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Reporting

The MIDAS application provides in depth reporting on all of its features enabling your business to receive the best possible live and post event analysis from your campaigns and services.

Key reporting features include:

• Interaction breakdown by time
• Event breakdown
• By Operator
• Message delivery status
• Geographical mapping
• Data exports
• Customer tracking

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