Rather than 'ticking the box' of the mobile 'channel', why not be smart about the best use of mobile as technology, platform and channel for your client's brand?  This all day class will teach what mobile is and what it can do - and more importantly, whether and how to use it to connect with consumers.

What we'll cover

PART 1: MORNING

An Intro to Mobile. What it is, who is using it, how they're using it, what it means for culture, and for brands. How to figure out whether and when to propose mobile as part of a solution - and how it should work with the other pieces of the puzzle. 

Exercise: [Mobile] + [Target] + [Brand] - doing the research to get the data about what kind of mobile is right, if it is, and in what contexts. So this is consumer research stuff through the lens of Mobile.

Leave-Behind: A bibliography of great research resources (mostly free) about mobile adoption & usage, with some pretty current stats in an 'at a glance' format on adoption & usage by age, gender, etc.

PART 2: AFTERNOON

The Do's and Don'ts - a Primer. This is what will soon be the basics - apps & beyond, what's an API, who are the major players as partners/platforms, who are the major vendors for production/measurement, selling in Mobile (There's probably no "one sentence" answer to "What is Mobile?" - probably more like 3-5 models for using Mobile that then need their own one-liner…).

 Exercise: Based on Exercise 1, a mobile-based solution to [Mobile] * [Target] + [Brand] * [Objective]… What would you make for this target, knowing how they use mobile in this category, on behalf of this brand? Which partners would you turn to and why? How would you pitch this to a client?

 Leave-Behind: A bibliography of key partners/platforms with links to their APIs and a brief description of what each platform API really offers; plus names of production companies & measurement products for mobile implementation