Texting Tuesday February 2014 | Mobile Marketing Knowledge College

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Numbers don't lie - text message marketing remains one of the most powerful forms of direct communication with your customers, and yet it is a tool that is often underused and misunderstood. Bob Bentz has been an innovator in the mobile industry for more than a decade and has helped thousands of business strengthen their SMS campaigns. Now, let him help you!

In this webinar, Bob discusses:

* MAKE YOUR TEXTS TRULY ENGAGING. A message doesn't accomplish much without more behind it. Learn new ways to capture your customers' attention and convert opened messages into closed sales.
* IMPACT OF TCPA REGULATIONS. The text marketing industry was thrown through a loop by the recent enactment of new FCC regulations. Find out what you need to know and how to keep growing your opt-in lists of loyal customers.
* 50 QUICK TEXT MESSAGE MARKETING TIPS. Be the first to see our extensive new list of quick but valuable tips that can help improve your text marketing game immediately.

Don't get left behind as your competitors engage on the mobile platform. Let industry expert Bob Bentz show you how you can start implementing text message marketing TODAY.

Want to get started today? Visit www.84444.com or www.84444.ca for our do-it-yourself text message marketing solution.

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Texting Tuesday February 2014 | Mobile Marketing Knowledge College

  1. 1. Text Message Marketing Your Message on the Move Presented By: Bob Bentz Advanced Telecom Services  84444.com  84444.ca
  2. 2. About the Speaker President – atsMobile Formerly Advanced Telecom Services Founded 1989 Philadelphia – Toronto – London - Prague • atsMobile.com • 84444.com • 84444.ca bobb@atsMobile.com Scan to Link In with me. Text BOB to 84444 Msg.& Data Rates Apply. Advanced Telecom Services  84444.com  84444.ca Bob Bentz
  3. 3. Advanced Telecom Services  84444.com  84444.ca
  4. 4. Advanced Telecom Services  84444.com  84444.ca
  5. 5. Table of Mobile Content 1. 2. 3. 4. 5. 6. 7. 8. Text Message Stats Features Legal Portfolio Best Practices EXCLUSIVE: 84444 Research Study Top Ten Text Tips Summary Advanced Telecom Services  84444.com  84444.ca
  6. 6. MLB Opts-Out of Bullpen Landline Phones Advanced Telecom Services  84444.com  84444.ca
  7. 7. The Pillar That Holds Up The Mobile Marketing Building Mobile Video Mobile Websites Advanced Telecom Services  84444.com  84444.ca Text RESULTS to 84444.com Text Message Marketing QR Codes Text Message Marketing Text Message Marketing Apps
  8. 8. Near By… 24/7 Always Connected 91% of all U.S. citizens have their mobile device within reach 24/7 (Source: Mobile Marketing Association) Advanced Telecom Services  84444.com  84444.ca
  9. 9. Near By… Even when we’re Asleep 65% of adults sleep with their cell phone next to the bed. (Source: Pew Research Center) Advanced Telecom Services  84444.com  84444.ca
  10. 10. Common… 92% of smartphone owners 81% of Americans Send and Receive at Least 10 Text Messages Per Month (Source: Pew Research Center’s Internet & American Life Project; May 2013) Advanced Telecom Services  84444.com  84444.ca
  11. 11. At Any Age Middle Aged Show Biggest Growth Advanced Telecom Services  84444.com  84444.ca
  12. 12. In Any State Where does your State rank? Advanced Telecom Services  84444.com  84444.ca
  13. 13. With any Race Blacks & Hispanics Text More 2500 2000 1500 Text/Month Calls/Month 1000 500 0 White Black Hispanic (Source: Pew; May 2011) Advanced Telecom Services  84444.com  84444.ca
  14. 14. Sex Women Text More 1400 1200 1000 800 Text/Month Calls/Month 600 400 200 0 Men Women (Source: Pew; May 2011) Advanced Telecom Services  84444.com  84444.ca
  15. 15. Yet Still Growing And Growing 90 80 70 60 50 40 30 20 10 0 Calls/Day Texts/Day 18-29 65+ More Text Messages are Sent than Calls (Pew Research, September 2011) Advanced Telecom Services  84444.com  84444.ca
  16. 16. What Else we do on our Mobile Phones Advanced Telecom Services  84444.com  84444.ca
  17. 17. Smartphone Ownership Growth Increases Texting Advanced Telecom Services  84444.com  84444.ca
  18. 18. Tablets Helping Fuel Mobile Growth Advanced Telecom Services  84444.com  84444.ca
  19. 19. 30% of Web Traffic Now Coming from Mobile Advanced Telecom Services  84444.com  84444.ca
  20. 20. Almost 100% of Younger Phone Owners Text Advanced Telecom Services  84444.com  84444.ca
  21. 21. Mobile: More than Just Talking Advanced Telecom Services  84444.com  84444.ca
  22. 22. Texting and Internet Access Top Activities Performed on a Cell Phone Source: Pew Internet Advanced Telecom Services  84444.com  84444.ca
  23. 23. Response… IMMEDIATELY 97% of All Text Messages Are Read within three minutes of receipt. (Source: Greg Stuart, Mobile Marketing Association) Advanced Telecom Services  84444.com  84444.ca
  24. 24. Response… E-MAIL IS SO YESTERDAY As opposed to 22% of email messages that are opened. (Source: Greg Stuart, Mobile Marketing Association) Advanced Telecom Services  84444.com  84444.ca
  25. 25. Email Click-Throughs Declining Advanced Telecom Services  84444.com  84444.ca
  26. 26. Response… IMMEDIATELY Click through rate for text was 14.06% For E-mail, it was 6.64% ( Direct Marketing Association, 2010) Advanced Telecom Services  84444.com  84444.ca
  27. 27. Reach… When They’re Most Likely To Buy Advanced Telecom Services  84444.com  84444.ca
  28. 28. Motivated Buyers… Ready to Buy Now Of Smartphone Users Researched on Their Device Before Heading to the Store to Make a Purchase Researched on Their Smartphone Before Completing the Actual Purchase on Their Desktop or Laptop (Source: G00gle and Ipsos, 2012) Advanced Telecom Services  84444.com  84444.ca
  29. 29. New Meaning to “Fast Food” Advanced Telecom Services  84444.com  84444.ca
  30. 30. Viral… BONUS!: Business and Leads for FREE 21% of all responses never participated in the original interactive text message program. Advanced Telecom Services  84444.com  84444.ca
  31. 31. Trackable… Justification for the Advertising By using a unique PIN, businesses can track just how effective the advertising is. Advanced Telecom Services  84444.com  84444.ca
  32. 32. Text Message Marketing 101 The Success Story Advanced Telecom Services  84444.com  84444.ca
  33. 33. Opt-In Advertising Your Customers WANT to Receive Your Messages Advanced Telecom Services  84444.com  84444.ca
  34. 34. Opt-In Legal The deal until TCPA changes. 10/15/13 Legitimate 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 info Opt-In only to specific program. Advanced Telecom Services  84444.com  84444.ca
  35. 35. Opt-In Legal Documents •Subscriber Initiates Opt-In by Responding to Advertisements“established business relationship” •Web Interface •WAP Interface •IVR System •Paper-based Consent Form •Program Responds with Number, Program, and Contact Information •Applies Only to the Specific Program Customer Subscribed to Advanced Telecom Services  84444.com  84444.ca
  36. 36. Opt-In Legitimate Verifiable Opt-Ins • • • • • Interactive Text Message Desktop website Mobile website IVR Paper TIP: Be sure to save all opt-in documentation. Advanced Telecom Services  84444.com  84444.ca
  37. 37. Opt-In Best Practices • 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) Advanced Telecom Services  84444.com  84444.ca
  38. 38. Opt-In Advertising Documents Must 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” Advanced Telecom Services  84444.com  84444.ca
  39. 39. Opt-Outs Recommended Once Per Month •Subscriber must be able to stop participating by sending STOP to 84444 •Must respond with MT message •If customer is inactive for 18 months  Opt-In Expires •Monthly Reminders of Opt In Advanced Telecom Services  84444.com  84444.ca
  40. 40. Opt-In Legitimate Verifiable Opt-Ins •Service Description •“Msg&Data Rates May Apply” •Resource-terms and conditions •Frequency of messaging •HELP instructions •STOP instructions Advanced Telecom Services  84444.com  84444.ca
  41. 41. New TCPA Regulations Note – I am not a qualified attorney. Please consult your own attorney for complete details and interpretation. • TCPA first passed 1991 • FCC is empowered to issue rules and regulations. • Allows individuals to file lawsuits and collect damages for receiving unsolicited calls, faxes, or autodialed calls (texts). • Effective October 16, 2013. Advanced Telecom Services  84444.com  84444.ca
  42. 42. TCPA What’s Changed? • Beginning October 16, 2013, the “established business relationship” exemption is eliminated. • “Prior express written consent” for all auto-dialed text sent to mobile phones. (Electronic or digital forms of signature are acceptable.) • Consumer consent must by “unambiguous.” Consumer must receive “clear and conspicuous disclosure” that he will receive future texts. • Consent is not a condition of purchase. • • • • Advertiser bears burden of proof that all was disclosed properly. Keep consent for 4 years. Fines of $500 - $1500 per unsolicited message. Re-Opt Ins required. (Declaratory Ruling pending) Advanced Telecom Services  84444.com  84444.ca
  43. 43. Mobile Coupons For Immediate Response Advanced Telecom Services  84444.com  84444.ca
  44. 44. Offer Value Advertising With Gas So Expensive, Who Would Pass This Up? Advanced Telecom Services  84444.com  84444.ca
  45. 45. Offer Value Response Advanced Telecom Services  84444.com  84444.ca
  46. 46. Offer Discounts Now Advanced Telecom Services  84444.com  84444.ca
  47. 47. Sweepstakes Grow Your Database Advanced Telecom Services  84444.com  84444.ca
  48. 48. Sweepstakes Offer Something You Can’t Get Normally Backstage pass: Big and Rich sweepstakes winner on 84444.com. Advanced Telecom Services  84444.com  84444.ca
  49. 49. What You’ll Get… A Valuable Database Indeed Advanced Telecom Services  84444.com  84444.ca
  50. 50. Where Should I Promote It? Everywhere Advanced Telecom Services  84444.com  84444.ca
  51. 51. Everywhere… You Can Think Of Advanced Telecom Services  84444.com  84444.ca
  52. 52. Everywhere… And more Advanced Telecom Services  84444.com  84444.ca
  53. 53. Everywhere… Be Creative Advanced Telecom Services  84444.com  84444.ca
  54. 54. A QR Code Is Not an Island... Half of Americans have feature phones… So Always Include a Text Promotion with a QR Code Advanced Telecom Services  84444.com  84444.ca
  55. 55. Dnt Overdu Abrevatns It’s Annoying Too many Abbreviations. Use Abbreviations Sparingly. Over 160 Characters Advanced Telecom Services  84444.com  84444.ca
  56. 56. Embedded Links For Touch Tone Action Offers customers more information Advanced Telecom Services  84444.com  84444.ca
  57. 57. Promotion Text Message Promotion Responded To Advanced Telecom Services  84444.com  84444.ca
  58. 58. EXCLUSIVE Text Message Marketing Study TEXT MESSAGE MARKETING STUDY Advanced Telecom Services  84444.com  84444.ca
  59. 59. EXCLUSIVE Text Message Marketing Study • • • • • May – July Conducted by ATS paid interns Analysis of all customer data active in 3 months 11 short codes studied College credit received Advanced Telecom Services  84444.com  84444.ca
  60. 60. Who’s Doing It? Our Customers Customer Categories % % Customers Messages Restaurants 17 15 Automotive 13 1 Media 10 25 General Retail 10 13 Entertainment/Sports 9 12 Ad Agencies/Cust Unknown 8 18 Schools 6 4 Real Estate 6 1 Unions/Church/Non-Profits 5 3 Consumer Products/Grocery 4 6 Healthcare 4 1 Financial 1 1 Government 1 1 Other/Unknown 6 1 Totals will not add up to 100% due to rounding. Advanced Telecom Services  84444.com  84444.ca
  61. 61. What Else They’re Doing? Other Mobile Marketing Tools Used Tactic % Engaged Text Message Marketing 100 Desktop Website 97 Social Media 65 Mobile Websites 27 Apps 11 QR Codes 32 Mobile Video 4 TextChat 5 Geo-Location Services 2 Advanced Telecom Services  84444.com  84444.ca
  62. 62. How They are Doing It Types of Text Messaging Being Used Interactive & Broadcast: 82% Interactive Only: 11% Broadcast Only: 7% Advanced Telecom Services  84444.com  84444.ca
  63. 63. What They’re Doing Percent of Applications and Response Rates 45 40 35 30 25 20 15 10 5 0 % Applications % Messages Application Consumer Information Reminders/Alerts Mobile Coupons Opt-Ins Voting Sweepstakes Other % Applications % Messages 42 24 18 4 3 2 6 20 17 14 2 3 38 6 Advanced Telecom Services  84444.com  84444.ca
  64. 64. Top Ten Text Message Tips http://www.84444.com/text-messagemarketing-tips Advanced Telecom Services  84444.com  84444.ca
  65. 65. 1. Encourage recipients to FWD to Friend. http://www.84444.com/text-messagemarketing-tips Advanced Telecom Services  84444.com  84444.ca
  66. 66. 1. Encourage recipients to FWD to Friend. 2. Capitalize the most important words – REDEEM TODAY ONLY http://www.84444.com/text-messagemarketing-tips Advanced Telecom Services  84444.com  84444.ca
  67. 67. 1. Encourage recipients to FWD to Friend. 2. Capitalize the most important words – REDEEM TODAY ONLY 3. Identify your company! http://www.84444.com/text-messagemarketing-tips Advanced Telecom Services  84444.com  84444.ca
  68. 68. 1. 2. 3. 4. Encourage recipients to FWD to Friend. Capitalize the most important words – REDEEM TODAY ONLY Identify your company! Allow customers to enter your sweepstakes again if they LIKE you on Facebook. http://www.84444.com/text-messagemarketing-tips Advanced Telecom Services  84444.com  84444.ca
  69. 69. 1. 2. 3. 4. 5. Encourage recipients to FWD to Friend. Capitalize the most important words – REDEEM TODAY ONLY Identify your company! Allow customers to enter your sweepstakes again if they LIKE you on Facebook. Send texts right after the game ends. http://www.84444.com/text-messagemarketing-tips Advanced Telecom Services  84444.com  84444.ca
  70. 70. 1. 2. 3. 4. 5. 6. Encourage recipients to FWD to Friend. Capitalize the most important words – REDEEM TODAY ONLY Identify your company! Allow customers to enter your sweepstakes again if they LIKE you on Facebook. Send texts right after the game ends. Text up your business cards for immediate opt-ins. -- Text BOB to 84444 http://www.84444.com/text-messagemarketing-tips Advanced Telecom Services  84444.com  84444.ca
  71. 71. 1. 2. 3. 4. 5. 6. 7. Encourage recipients to FWD to Friend. Capitalize the most important words – REDEEM TODAY ONLY Identify your company! Allow customers to enter your sweepstakes again if they LIKE you on Facebook. Send texts right after the game ends. Text up your business cards. -- Text BOB to 84444 Use the shortest keyword possible & don’t use a two word keyword. http://www.84444.com/text-messagemarketing-tips Advanced Telecom Services  84444.com  84444.ca
  72. 72. 1. 2. 3. 4. 5. 6. 7. 8. Encourage recipients to FWD to Friend. Capitalize the most important words – REDEEM TODAY ONLY Identify your company! Allow customers to enter your sweepstakes again if they LIKE you on Facebook. Send texts right after the game ends. Text up your business cards. -- Text BOB to 84444 Use the shortest keyword possible & don’t use a two word keyword. Use words that require immediate action – LIMITED QUANTITY or FIRST 10… http://www.84444.com/text-messagemarketing-tips Advanced Telecom Services  84444.com  84444.ca
  73. 73. 1. 2. 3. 4. 5. 6. 7. 8. 9. Encourage recipients to FWD to Friend. Capitalize the most important words – REDEEM TODAY ONLY Identify your company! Allow customers to enter your sweepstakes again if they LIKE you on Facebook. Send texts right after the game ends. Text up your business cards. -- Text BOB to 84444 Use the shortest keyword possible & don’t use a two word keyword. Use words that require immediate action – LIMITED QUANTITY or FIRST 10… Personalize your message with the name of the recipient. http://www.84444.com/text-messagemarketing-tips Advanced Telecom Services  84444.com  84444.ca
  74. 74. 1. Encourage recipients to FWD to Friend. 2. Capitalize the most important words – REDEEM TODAY ONLY 3. Identify your company! 4. Allow customers to enter your sweepstakes again if they LIKE you on Facebook. 5. Send texts right after the game ends. 6. Text up your business cards. -- Text BOB to 84444 7. Use the shortest keyword possible & don’t use a two word keyword. 8. Use words that require immediate action – LIMITED QUANTITY or FIRST 10… 9. Personalize your message with the name of the recipient. 10. Send B to B texts at 3 minutes before the hour. http://www.84444.com/text-messagemarketing-tips Advanced Telecom Services  84444.com  84444.ca
  75. 75. Top Ten Text Message Tips See all of my Text Message Tips here. http://www.84444.com/text-messagemarketing-tips Advanced Telecom Services  84444.com  84444.ca
  76. 76. Mobile Marketing Advanced Telecom Services  84444.com  84444.ca
  77. 77. QR Codes
  78. 78. Make a Donation Advanced Telecom Services  84444.com  84444.ca
  79. 79. Responsive What’s Your Mobile Strategy? Advanced Telecom Services  84444.com  84444.ca

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