Blue Sky Factory
Driving Email Marketing Performance
Mobile Marketing 101: Integrating SMS Into Your Marketing Plan
April 28, 2009
2 to 2:45 PM
Baltimore, Maryland

Overview
• SMS Fast Facts
• Overview of SMS
• Case Study: Opening the SMS channel to
your email subscribers
• Using SMS to reach people offline
• Q&A

Text-Messaging Fast Facts
• 270 million US cell phone
subscribers in the USA
• Over 2.5 billion text messages
sent each day in the USA
• 72% of subscribers ages of
25-49 use text-messaging on
a regular basis
• 94% of messages are read
within 4 minutes of receipt
“SMS has established itself as a true
social connecting tool and continues to
have mass consumer appeal.”

Industry Organizations
• Mobile Marketing Association (MMA):
non-profit industry trade group that
assists in creating mobile advertising
standards.
• CTIA: Cellular Telecommunications
Industry Association. An organization
that represents wireless carriers and
manufacturers.
• CSCA: Common Short Code
Administration. Created by CTIA for
registering and leasing short codes.

Short Codes?
• Five or six digit number that is
used in application-to-person SMS
services
• Leased from CSCA
• Services must be approved by
carriers before the short code is
provisioned in their respective
networks
• Short code connections are the
only carrier-approved
infrastructure for mobile marketing
and content delivery

How does SMS text-messaging work?
•Text-messages travel over the air via
wireless control channels to sender’s Short
Message Service Center (SMSC)
•The sender’s carrier routes the message
over the inter-carrier network to the
receiver’s carrier (SMSC)
•The receiver’s carrier routes the message
to the cell phone
•If the subscriber’s cell phone is not
reachable, the SMSC stores the message
until phone becomes available

Enter our Text-to-Win Raffle
•Win an Amazon.com $50 gift
certificate!
Text
“BSF”
•Text BSF to 47647 to 47647
to enter!
•Winner will selected at noon tomorrow
(April 29, 2009)
•Standard message rates apply
•Open to Verizon, AT&T, T-Mobile, and
Sprint/Nextel

Enhancing Email Marketing with SMS
•Case Study: Adding the
SMS channel for existing
email subscribers
•Using SMS to reach
people offline

Execution: The Email
• Use your email list
• Add SMS opt-in to existing
campaign promotion
• SMS is not a replacement
to email communications
• Compelling offer
Source: Brand Anywhere (www.brandanywhere.com)

Execution: The Call-to-Action
• Keep it simple
• Convey exclusivity (VIP status)
of the “mobile club”
• Use visual cues to indicate
SMS opt-in
• Easy sign-up by clicking a link

Execution: The Opt-in Page
• Cleary describe the
service and benefits
• Message frequency
• “Standard message
rates apply”
• STOP to opt-out
• Mobile number only

Execution – The “Welcome” Message
• Your first communication
• Brand name in the first line of
the message
• Repeat STOP & HELP
commands
• Short and Simple - 160
characters is a blessing in
disguise

Results
• A big success!
• 60% mobile opt-in rate from email
• Not a case of Email or SMS
- Subscribers want both
- Two distinct communication
channels
• Email provides the
communication base
• SMS is for special
time-sensitive alerts

Extending Your Opt-in Reach with SMS
• Mobile is everywhere
• SMS call-to-action can be
•Outdoor outdoor
•Print
•Television tv
•Radio
• Make it engaging and interactive
•Voting and polling
radio
•Trivia
print
•Text-to-Screen

Example 1: Golf Cart Text-to-Win
• Digital ad on golf cart
dashboard
• Reply SMS:
“Thanks for entering! Your
unique code is 921ABY. Go
to toyota.com/mobile and
enter this code to complete
registration”
• Consumer visits website and
completes registration with
name, email address, etc.

Example 2: Billboard Text Campaign
• Viewer texts: “FREE” to short
code
• Seconds later, the the
participant receive an SMS
with an exclusive promo
code.
• Participant visits Zip.ca
(similar to Netflix) and enters
code for 30-days of free
online video rentals

Suggestions when Getting Started
• Find a qualified SMS service provider
• CSCA (usshortcodes.com) for listing
• Start now
• It takes time to build a list
• Use opt-in promotions
• Mobile sweepstakes
• Careful with Messaging
• 1-2 per month limit
• Time-sensitive
• Valuable
• Viral (forward to the friend)

Thank You!
Thank you!
Q&A
Connect.
410-230-0061 x 151 - phone
tim@blueskyfactory.com – email
www.blueskyfactory.com - web
blog.blueskyfactory.com – blog
www.twitter.com/blueskyfactory - brand twitter