With so many apps to choose from, how do you get consumers to include yours in their daily lives? Here are some out-of-the-box tips.
For brands, developing a mobile strategy can often lead to one conclusion: You need an app. However, the promise that your customer will download, let alone interact with your app, is shaky at best. Consumers are mobile multitaskers, and your brand is not often the first thing on their minds when they interact with their smartphones. How can we rethink the app experience to provide something consumers gravitate toward in their everyday lives? MillerCoors' digital media manager, Brian Lipman, speaks with iMedia's Bethany Simpson about the creative mobile strategy the company implemented to reach consumers, including the "Cold Hard Facts" partnership with ESPN. He also gives some insightful strategy tips.
Conversation highlights
0:00 — To app or not to app
0:48 — MillerCoors/ESPN "Cold Hard Facts"
1:30 — You can't just put an app out and hope people download it.
2:16 — Design for the thumb/ease of use
2:49 — Be fun and practical.
3:45 — How to get consumers to use your app
4:18 — Top tip: Focus on the consumer.
Run time is 5:01
Brian Lipman's digital leadership at MillerCoors has helped the Silver Bullet unseat the King of Beers as the No. 2 beer brand in America and has been instrumental in bringing "Miller Time" to a new generation of Millennial drinkers. Previously, Brian lead interactive marketing at ConAgra Foods with responsibility for digital strategy and execution for such well-loved brands as Healthy Choice, Slim Jim, Orville Redenbacher's, and his favorite, Ro-Tel. Brian has had the privilege of working in the interactive space in diverse roles for more than 12 years. From creating the online strategy for the concert conglomerate SFX (now Live Nation) and marketing immersive online games for Atari, to evangelizing and implementing CRM strategies for the Peppers and Rogers Group and driving top-line business growth at CafeMom and the Omnicom trading desk, Accuen, Brian has always been at the forefront of the digital age. Brian holds a BS in journalism from Northwestern University and an MBA from Wharton. A native New Yorker, he is proud to now call Chicago his kind of town.
