Texting Tuesday: How to Do Text Message Marketing for Your Business

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You can watch the complete video of this webinar here: http://www.84444.com/blog/webinar-text-marketing/

Bob Bentz of 84444.com and ATS Mobile discusses text message marketing statistics. He also provides details on verifiable and legal opt-ins and the ways that consumers can opt-out of a text message marketing program.

Several successful text marketing case studies are given. Best practices for text message marketing are also discussed.

Bentz also discusses mobile marketing and how text message marketing fits into the overall strategy of a brand for mobile marketing. This includes the utilization of QR Codes, specifically Custom QR Codes. You can find the largest collection of custom QR Codes here: http://www.atsqrcodes.com/custom-qr-code/

You can follow the speaker Bob Bentz on Twitter at @bobbentz and you can follow 84444.com @84444.

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  • Interesting slides guys! Some stats could need a quick update, we've shared some numbers in our latest slideshow if you're interested!
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Texting Tuesday: How to Do Text Message Marketing for Your Business

  1. 1. Text Message MarketingPresented By: Bob BentzAdvanced Telecom Services  84444.com  84444.caYour Message on the Move
  2. 2. Advanced Telecom Services  84444.com  84444.caAbout the SpeakerPresidentAdvanced Telecom Services(founded 1989)- now atsMobilewww.advancedtele.combobb@advancedtele.comBob Bentz
  3. 3. Advanced Telecom Services  84444.com  84444.caMLB Opts-Out of Bullpen Landline Phones
  4. 4. The Pillar That Holds Up The MobileMarketing BuildingTextMessageMarketingTextRESULTSto84444.comQR CodesMobile WebsitesMobile VideoAppsTextMessageMarketingTextMessageMarketingAdvanced Telecom Services  84444.com  84444.ca
  5. 5. Near By…24/7 Always Connected91% of all U.S. citizens have their mobile devicewithin reach 24/7(Source: Mobile Marketing Association)Advanced Telecom Services  84444.com  84444.ca
  6. 6. Near By…Even when we’re Asleep65% of adults sleep with their cell phone next to thebed.(Source: Pew Research Center)Advanced Telecom Services  84444.com  84444.ca
  7. 7. Common…Advanced Telecom Services  84444.com  84444.ca80% of Americans Send and Receive at Least 10Text Messages Per Month(Source: Pew Research Center’s Internet & American Life Project)
  8. 8. Advanced Telecom Services  84444.com  84444.caMiddle Aged Show Biggest GrowthAt Any Age
  9. 9. Advanced Telecom Services  84444.com  84444.caIn Any StateWhere does your State rank?
  10. 10. Advanced Telecom Services  84444.com  84444.caWith any RaceBlacks & Hispanics Text More(Source: Pew; May 2011)05001000150020002500White Black HispanicText/MonthCalls/Month
  11. 11. Advanced Telecom Services  84444.com  84444.caSexWomen Text More(Source: Pew; May 2011)0200400600800100012001400Men WomenText/MonthCalls/Month
  12. 12. Advanced Telecom Services  84444.com  84444.caYet Still GrowingAnd Growing010203040506070809018-29 65+Calls/DayTexts/DayMore Text Messages are Sent than Calls(Pew Research, September 2011)
  13. 13. Advanced Telecom Services  84444.com  84444.caSmartphone Owners are Mobile Savvy
  14. 14. Smartphone Ownership Growth Increases TextingAdvanced Telecom Services  84444.com  84444.ca
  15. 15. Advanced Telecom Services  84444.com  84444.ca¼ of Web Traffic Now Coming from Mobile
  16. 16. Advanced Telecom Services  84444.com  84444.caAlmost 100% of Younger Phone Owners Text
  17. 17. Advanced Telecom Services  84444.com  84444.caMobile: More than Just Talking
  18. 18. Advanced Telecom Services  84444.com  84444.caTexting andInternet AccessTop ActivitiesPerformed on aCell PhoneSource: Pew Internet
  19. 19. Advanced Telecom Services  84444.com  84444.caResponse…IMMEDIATELY97% of All Text Messages Are Read within threeminutes of receipt.(Source: Greg Stuart, Mobile Marketing Association)
  20. 20. Advanced Telecom Services  84444.com  84444.caResponse…E-MAIL IS SO YESTERDAYAs opposed to 22% of email messages that areopened.(Source: Greg Stuart, Mobile Marketing Association)
  21. 21. Advanced Telecom Services  84444.com  84444.caEmail Click-Throughs Declining
  22. 22. Advanced Telecom Services  84444.com  84444.caResponse…IMMEDIATELYFor E-mail, it was 6.64%Direct Marketing Association, 2010)Click through rate for text was 14.06%
  23. 23. Advanced Telecom Services  84444.com  84444.caReach…When They’re Most Likely To Buy
  24. 24. Advanced Telecom Services  84444.com  84444.caMotivated Buyers…Ready to Buy NowOf Smartphone Users Researched on TheirDevice Before Heading to the Store to Make aPurchaseResearched on Their Smartphone BeforeCompleting the Actual Purchase on TheirDesktop or Laptop(Source: G00gle and Ipsos, 2012)
  25. 25. Advanced Telecom Services  84444.com  84444.caNew Meaning to “Fast Food”
  26. 26. Advanced Telecom Services  84444.com  84444.caViral…BONUS!: Business and Leads for FREE21% of all responses never participated in theoriginal interactive text message program.
  27. 27. Advanced Telecom Services  84444.com  84444.caTrackable…Justification for the AdvertisingBy using a unique PIN, businesses can track just how effective the advertising is.
  28. 28. Text Message Marketing 101The Success StoryAdvanced Telecom Services  84444.com  84444.ca
  29. 29. Opt-In AdvertisingYour Customers WANT to Receive Your MessagesAdvanced Telecom Services  84444.com  84444.ca
  30. 30. Opt-InLegalAdvanced Telecom Services  84444.com  84444.caLegitimate Opt-In• Create “existing business relationship”• Interactive Text Message• Other Means (Web, WAP, IVR, Paper)Response Message• Number of messages• Program name• Contact info• Opt-Out infoOpt-In only to specific program.
  31. 31. Opt-InLegal DocumentsAdvanced Telecom Services  84444.com  84444.ca•Subscriber Initiates Opt-In byResponding to Advertisements-“established business relationship”•Web Interface•WAP Interface•IVR System•Paper-based Consent Form•Program Responds withNumber, Program, and ContactInformation•Applies Only to the Specific ProgramCustomer Subscribed to
  32. 32. Opt-InLegitimate Verifiable Opt-InsAdvanced Telecom Services  84444.com  84444.ca• Interactive Text Message• Desktop website• Mobile website• IVR• PaperTIP: Be sure to save all opt-in documentation.
  33. 33. Opt-InBest PracticesAdvanced Telecom Services  84444.com  84444.ca• MMA Global Code of Conduct• Messaging Frequency• Advertising Guidelines• “Msg&Data Rates May Apply.”• “Text STOP to Stop.”• “Text HELP for Help.”• Terms & Conditions(Source – MMAGlobal.com)
  34. 34. Opt-InAdvertising DocumentsAdvanced Telecom Services  84444.com  84444.caMust include•“Msg&Data Rates May Apply”•Resource to Reference Terms and Conditions•Instructions on Cancelling Service (STOP)Must include•“Msg&Data Rates May Apply”•Resource to Reference Terms and Conditions•Instruction for Obtaining Help (HELP)•Instructions on Cancelling Service (STOP)Must include•“Msg&Data Rates May Apply”
  35. 35. Opt-OutsRecommended Once Per MonthAdvanced Telecom Services  84444.com  84444.ca•Subscriber must be able tostop participating by sendingSTOP to 84444•Must respond with MTmessage•If customer is inactive for 18months  Opt-In Expires•Monthly Reminders of Opt In
  36. 36. Opt-InLegitimate Verifiable Opt-InsAdvanced Telecom Services  84444.com  84444.ca•Service Description•“Msg&Data Rates May Apply”•Resource-terms and conditions•Frequency of messaging•HELP instructions•STOP instructions
  37. 37. Mobile CouponsFor Immediate ResponseAdvanced Telecom Services  84444.com  84444.ca
  38. 38. Offer ValueAdvertisingAdvanced Telecom Services  84444.com  84444.caWith Gas So Expensive, Who Would Pass This Up?
  39. 39. Offer ValueResponseAdvanced Telecom Services  84444.com  84444.ca
  40. 40. Offer Discounts NowAdvanced Telecom Services  84444.com  84444.ca
  41. 41. SweepstakesGrow Your DatabaseAdvanced Telecom Services  84444.com  84444.ca
  42. 42. SweepstakesOffer Something You Can’t Get NormallyAdvanced Telecom Services  84444.com  84444.caBackstage pass: Big and Rich sweepstakes winner on 84444.com.
  43. 43. What You’ll Get…A Valuable Database IndeedAdvanced Telecom Services  84444.com  84444.ca
  44. 44. Where Should I Promote It?EverywhereAdvanced Telecom Services  84444.com  84444.ca
  45. 45. Everywhere…You Can Think OfAdvanced Telecom Services  84444.com  84444.ca
  46. 46. Everywhere…And moreAdvanced Telecom Services  84444.com  84444.ca
  47. 47. Everywhere…Be CreativeAdvanced Telecom Services  84444.com  84444.ca
  48. 48. A QR Code Is Not an Island...Half of Americans have feature phones…Advanced Telecom Services  84444.com  84444.caSo Always Include a Text Promotion with a QRCode
  49. 49. Dnt Overdu AbrevatnsIt’s AnnoyingAdvanced Telecom Services  84444.com  84444.caOver 160CharactersToo manyAbbreviations.UseAbbreviationsSparingly.
  50. 50. Embedded LinksFor Touch Tone ActionAdvanced Telecom Services  84444.com  84444.caOffers customersmoreinformation
  51. 51. PromotionText Message Promotion Responded ToAdvanced Telecom Services  84444.com  84444.ca
  52. 52. EXCLUSIVEText Message Marketing Study 2012Advanced Telecom Services  84444.com  84444.caTEXT MESSAGE MARKETING STUDY
  53. 53. EXCLUSIVEText Message Marketing Study 2012Advanced Telecom Services  84444.com  84444.ca• May – July 2012• Conducted by ATS paid interns• Analysis of all customer data active in 3 months• 11 short codes studied• College credit received
  54. 54. Who’s Doing It?Our CustomersAdvanced Telecom Services  84444.com  84444.caCustomer Categories%Customers%MessagesRestaurants 17 15Automotive 13 1Media 10 25General Retail 10 13Entertainment/Sports 9 12Ad Agencies/Cust Unknown 8 18Schools 6 4Real Estate 6 1Unions/Church/Non-Profits 5 3Consumer Products/Grocery 4 6Healthcare 4 1Financial 1 1Government 1 1Other/Unknown 6 1Totals will not add up to 100% due to rounding.
  55. 55. What Else They’re Doing?Other Mobile Marketing Tools UsedAdvanced Telecom Services  84444.com  84444.caTactic % EngagedText Message Marketing 100Desktop Website 97Social Media 65Mobile Websites 27Apps 11QR Codes 32Mobile Video 4TextChat 5Geo-Location Services 2
  56. 56. How They are Doing ItTypes of Text Messaging Being UsedAdvanced Telecom Services  84444.com  84444.caInteractive & Broadcast: 82%Interactive Only: 11%Broadcast Only: 7%
  57. 57. What They’re DoingPercent of Applications and Response RatesAdvanced Telecom Services  84444.com  84444.ca051015202530354045% Applications% MessagesApplication % Applications % MessagesConsumer Information 42 20Reminders/Alerts 24 17Mobile Coupons 18 14Opt-Ins 4 2Voting 3 3Sweepstakes 2 38Other 6 6
  58. 58. Advanced Telecom Services  84444.com  84444.caMobile Marketing
  59. 59. QRCodes
  60. 60. ResponsiveWhat’s Your Mobile Strategy?Advanced Telecom Services  84444.com  84444.ca

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