SMS/Mobile Marketing Municipalities Presentation

Health Club Mobile Marketing Your Audience Lives on Mobile Devices. Your Marketing Can Too.

Mobile Tag Opt-in Demo

What is Mobile Marketing

Mobile-friendly web pages for iPhones, Blackberries, G1s and flip phones

Register consumers to receive special offers and alerts via text message

Promote special events, discounts, updates and more

Build your customer list, engage them and drive traffic to your door

Mobile Consumer Trends

People are making cell phones a part of their everyday lives.

86 % of the US population (13+) own a mobile device (m:metrics Aug 2007)

39% of Adult cell phone subscribers use the Mobile Internet (Kelsey Group Oct 2008)

30% of all consumers were interested in receiving permission based mobile coupon services. (Juniper Research in MMA industry review May 2008)

While 18-35 year old demographic is by far the heaviest users of text messaging and Mobile Internet browsing, older demographic users are rapidly becoming heavy users:

Age 35 - 44: Average 236 text messages per month (more text messages than phone calls)

Age 45 - 54: Average 128 text messages per month (Average text message usage - Nielsen Mobile 2008)

Health Club - On the Mobile Web The mobile screen is tiny compared to PC monitors, plus mobile users expect a different style of info and mobile-friendly navigation Live Demo: Text “ getfit free” to 77950 Your mobile-friendly web pages http://gymexample.info Clicking the link in the text message will bring you to... Text messaging and mobile-friendly web pages work together to extend the effectiveness of your advertising

Optimized for Web and Mobile Search Web & Mobile Search Engines PC Landing Page Mobile Landing Page Even if you aren't actively conducting mobile marketing, people are trying to get to your web site via their mobile phones.

Health Club Live Text Demos

Try These Live Text Demos From Your Phone:

Text “ getfit events ” to 77950 for upcoming events

Text “ getfit join ” to 77950 to join the text-only club. Get offers, alerts and specials right to your phone

Text “ getfit free ” to 77950 for a free promotional item if you sign up

Why Mobile Marketing

Build a more valuable opt-in database

Use Text Response Codes (Mobile Tagging – see examples) in advertising and customer correspondence

Drive customer engagement

Send opt-in prospects advance notice and same-day text alerts of new offers or events.

Extend the value of offline and online marketing, promotional email and word of mouth

Make promotions, events, info and special offers viewable on all cell phones and smartphones

Further Discussion Slides

Ideas for how to use your mobile marketing capability

Marketing Case Study

Mobile marketing industry trends

What do customers need to know when they’re out?

Text INFO for contact information

Text TODAY for today’s event

Text EVENTS for upcoming events

Text NAME for customer workout plan

Text CONTEST for contest information

Text SPECIAL for sign up specials

Text PARK for where to park

Text DIRECTIONS for how to get here

Text HOURS for restaurant hours

What Can I Offer on My Mobile Website?

Contact Information

Click to Call

Directions/Map

Schedule & Hours

Workout Plans

Class Offerings

Trainer Information

Nutrition Plans

Contests

Payment Options

Photos

How Can I Use Text Message Alerts to Drive Traffic?

Holiday Promotions

Upcoming Classes

Tips of the Week

Contests

VIP Events

Referral Promotions

Birthday Specials

Anniversary Specials

Marketing Case Study “ These new forms of digital marketing via email and especially SMS have really impressed us out of the gate, and shown us a clear path to offset declining response rates and poor ROI in some of our other forms of advertising,” “We have been most surprised with the revenue generated from a simple 160-character text message with a sale offer. No doubt about it, this has been a game-changer for us,” Mr. Malouf continued. “With two simple SMS campaigns, we’ve generated over $100,000 in new business."

Goal: To test expanding Ashley Furniture’s marketing reach to mobile users and put on a four-day “secret sale” to be announced only by SMS and email messaging.

Result: SMS text recipients generated almost 8X more revenue per recipient than the email recipients

Preparation

Building the SMS Opt-In List - Total SMS Opt-Ins acquired during this period: 6,000

Free Gas Giveaway – Consumers were prompted to text GAS and DRIVE to a short code

$500 Shopping Spree – With this campaign, the company also gathered demographic information on its customers, adding to the database of people who ultimately received the Secret Sale coupons.