SMS Startup

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Digital World Expo v201.1 .:. Presentation by Ric Hattabaugh

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SMS Startup

  1. 1. Eurek a!Presented By:Ric HattabaughEureka Resource Group ERGOwww.EurekaRG.com925-255-5290Twitter: RicHattabaugh message.com Copyright 2011 Eureka Resource Group. All rights reserved.
  2. 2. Eurek a! Basic Basics Designing Your Promotion Sample Promotions Mechanics Costs Best Practices Metrics Next Copyright 2011 Eureka Resource Group. All rights reserved.
  3. 3. Eurek a! Shortcodes Keywords Character counts Auto-responders Interactive campaigns Copyright 2011 Eureka Resource Group. All rights reserved.
  4. 4. Eurek a!Audience Action Copyright 2011 Eureka Resource Group. All rights reserved.
  5. 5. Eurek a! Identify exactly what action you want from target  Must be a Win-Win! Decide if you want one-time or ongoing interaction Choose the incentives you‟ll provide  Discounts, information, entertainment Plan to get your promotion seen  Leverage other channels – print, email, web, online, in- store, outdoor, in-home Test, test, test – then test again! Build in methods to Measure & Optimize Copyright 2011 Eureka Resource Group. All rights reserved.
  6. 6. Eurek a! Can be Viral, or… Can be Targeted with unique coupons  Need method of validation at POS Also try coupon pickup via mobile website  Insert URL instead of coupon code Coupons can be alphanumeric or 2D  2D coupons need MMS – EXPENSIVE! Copyright 2011 Eureka Resource Group. All rights reserved.
  7. 7. Eurek a! Can be Viral, or… Can be Targeted with unique coupons  Need method of validation at POS Also try coupon pickup via mobile website  Insert URL instead of coupon code Coupons can be alphanumeric or 2D  2D coupons need MMS – EXPENSIVE! Copyright 2011 Eureka Resource Group. All rights reserved.
  8. 8. Eurek a! Get permission to interact over a longer term Similar to growing your email list, but watch out!  Must be extremely relevant and valuable content Examples:  Secret sales  Loyalty/rewards updates  Events  News Copyright 2011 Eureka Resource Group. All rights reserved.
  9. 9. Eurek a! Target texts vote choice as a keyword to short code Results are tabulated and shown real time via URL  Any screen capable of displaying URL can be used Good for branding and co- marketing Not so good for direct acquisition Copyright 2011 Eureka Resource Group. All rights reserved.
  10. 10. Eurek a! Include Opportunity to:  Opt in for ongoing messages  Call a call center  Visit a webpage  Download a mobile app Copyright 2011 Eureka Resource Group. All rights reserved.
  11. 11. Eurek a! Identify a vendor to receive/send messages Acquire keyword/short code combination  You‟ll need these in stone to write copy Test campaign flow Prepare conversion processes; web, call center, in-store Schedule advertising Test each of several days before ads launch Evaluate at end of first day and optimize campaign flow Copyright 2011 Eureka Resource Group. All rights reserved.
  12. 12. Eurek a!  Vendors offer different types of pricing plans:  Monthly subscriptions  $50 up to thousands per month. One cent up to 10 cents per SMS depending on volume and contract term  Pay-as-you-go  3 cents up to 10 cents, but platform fees may apply  Others costs include:  Set up fees  Can be as low as $100 and range to $5,000 or more  Keyword charges  One-time fees from $25 up to $100, more for “common” words  Monthly fees of between $10 and $200Depending on how you advertise, the SMS component may be the least costly line item Copyright 2011 Eureka Resource Group. All rights reserved.
  13. 13. Eurek a! If you want to send future messages, ask explicitly for opt-in  “Reply “YES” to receive 2-3 offers per month” Don‟t send future messages without an opt-in Make sure to IMMEDIATELY honor an opt-out Start sending messages as soon as you get an opt-in  People will forget or lose interest if you wait too long Don‟t send stupid messages!  “If you‟re hungry, you should go to Arby‟s!” Be consistent in how you start your message  “Arby’s Offers: Get 2 for one this Friday with code „FEAST‟” Be consistent about when you send  Frequency Copyright 2011 Eureka Resource Group. All rights reserved.
  14. 14. Eurek a! Response rates are based on:  Eyeballs/Audience Conversions  Quality of offer Great promotions can get as high as Response 10% or more response rate Rate Conversion rates vary just like any Audience other promotion Understand your ROI goal to set your goal for response & conversion Test first to understand strength of offer Opt-out rates tell you your content or offers are weak Copyright 2011 Eureka Resource Group. All rights reserved.
  15. 15. Eurek a! Websites  www.mmaglobal.com  www.mobilemarketer.com  www.mobilemarketingwatch.com  www.iab.net Tomi Ahonen “Insider Guide to Mobile” (free temporarily)  http://bit.ly/eoVf3p Copyright 2011 Eureka Resource Group. All rights reserved.
  16. 16. Eurek a! Get an SMS account at www.ERGoMessage.com Hire Eureka to help design and run your promotion Tell an associate or friend about us Follow me on Twitter: RicHattabaugh Blog about what you learned today and mention us Copyright 2011 Eureka Resource Group. All rights reserved.
  17. 17. Eurek a! SMS BasicsQuestions? Copyright 2011 Eureka Resource Group. All rights reserved.

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