SMS: 160 Characters
to Say You Love Them
UR Going 2 LUV Dis Preso

Your Humble Panelists
Dan Flanegan R.J. Talyor Sarah Shneider Jason Baer
CEO - Product Marketing Director of Event President -
Brand Anywhere Manager - Marketing & Convince &
ExactTarget Partnerships - Convert
Vestar

Mobile is Major
• More text messages are sent than phone
calls (Nielsen)
• 25% of respondents under 65 have or are
willing to receive commercial SMS (ExactTarget)
• 53% of texters are over 35 years old (Nielsen)
• 5.3 billion global mobile subscriptions
predicted by 2013 (Informa Telecoms)

11 Types of Mobile Programs

Promotional
Message

Coupon

Voting

Alerts

Store Locator

Survey

Gift Cards
Your gift card number is
123 456 789
Reply HELP for
information or for
additional options

Media Tracker
• TV
• Radio
• Print
• Direct Mail
• Outdoor
• Online

Contact
Capture
(Mobile
Reply a, b or c for the
best time for us to call
you (EST timezone)
Opt-In)
A: 8am -12pm
B: 12pm-4pm
C: 4pm-8pm

Brand Asset Downloads
• Instant fulfillment
• Ringtones
• Wallpapers
• Text Brochures

Text to Win
Congratulations! You
are now entered into
the Duracell/CSI:NY
Technology Fingerprint
sweepstakes. Visit
Duracell.com for
morechances to win.

Launching a Mobile
Program

Think Value
• Value: What’s in it for the subscriber?
SUBSCRIBERS RULE!
• Relevancy: What SMS content can you
provide that’s “worth it?”
• Urgency?
• Portability?

Think Data
• Frequency: How often will you offer the
message(s)?
• ROI: How will the program be measured?
(value to subscriber, SMS messages
delivered, conversions, savings, etc.)

SMS That Works

Summer of Rock & Style
• User Sends: STYLE
• User Receives: Thx for entering 2 win $100 Cold
Stone Cash & 20 AMC movie tickets. Winner
selected 6/1. Reply YES for event & promo alerts
from Desert Ridge Marketplace.

Summer of Rock & Style
• Grand Prize Winner Receives: Congratulations!
You’ve won the Cold Stone cash giveaway and 20
AMC movie tickets. We’ll call you today with details
to claim your prizes.
• Non-Grand Prize Winners Receive: Sorry, you did
not win $100 Cold Stone Cash & 20 AMC tickets.
Text ROCK to 25866 this week 2 win Vans Warped
Tour tickets! FWRD to your friends!

Summer of Rock & Style
• 3,265 participants
• 1,393 unique participants

Also on LED video wall and on-stage announcement

Filter with Rolling Rock &
Captain Morgan
• User Sends: FILTER to 25866
• User Receives: Thanks. Please reply with your
birth date in MMDDYYYY format to participate.
Must be at least 21 years old.
• 21+ Receives: Thanks. How many sq feet is
Cadillac Ranch’s All-American Bar and Grill Tempe
location? Reply with A)5,000 B)7,500 C)10,000

Filter with Rolling Rock &
Captain Morgan
• Incorrect Answer: Sorry, that’s incorrect. Join the
official Filter post party at Cadillac Ranch for $2.50
Rolling Rock bottles and $3.50 Captain Morgan
cocktails after the show.
• Correct Answer: Correct! Winners notified at
10:30pm. Join the Filter party at Cadillac Ranch for
$2.50 Rolling Rock bottles and $3.50 Captain Morgan
cocktails after the show.

Filter with Rolling Rock &
Captain Morgan
• Winners Message: Congratulations. You’ve won
Rolling Rock Gear. Show this message at the
KUPD tent to claim your prize.
• Other winners messages, too.

Filter with Rolling Rock &
Captain Morgan
• Approximately 2,000 event attendees
• More than 700 mobile participants
• More than 33% participation rate

mSymphony Program

Indianapolis Symphony
• External marketing
• Mobile alerts
• Special promotions
• Contests (first 20 respondents
receive. . .)
• Surveys (immediate feedback)
• Reminder
• Contribution pledges

Indianapolis Symphony
• Internal communications to Symphony
musicians and staff
• Rehearsal reminders
• Company meetings, departmental meetings
• Calendar requests and scheduling

This is
Your
Lucky
Day.
Grab
Your
Phone.

$50

To receive your ‘5 Easy Things’ for SMS
and entry into gift card contest…
1. Prepare to text!
2. In the “To” field, type:
88769
3. In the body, type:
eec email@address.com
4. Send!
Note: Your mobile number will not be saved.

Questions?