Transcript of "TRG General Mobile Marketing Presentation"
Smartphones• 64% of 25-35 year olds own a smartphone 1 in 4 mobile subscribers The SMS text messaging over the age of 55 market is expected to own a smartphone grow from $150 billion in Source: mannixmarketing.com 2009 to $223 billion by Time it takes the average person the end of 2014 90 minutes To respond to a text message: Source: Portio ResearchTime it takes the average person to 90 respond to an email. SECONDS.Source: CTIA.org
Mobile Coupons get 20 times the redemption rate of traditional coupons Source: Borrell Associates The majority of 25-34 year olds now own smartphones (64% and 53% respectively) Source: Nielsen 91% of all U.S…. Citizens have their mobile 95% of smartphone users looked up local information, & of device within reach 24/7 those, 61% called & 59% visited the Source: Morgan Stanley business.Source: Google IPSOS
Social vs. Mobile Marketing For the first time in history, the semi-annual survey conducted by ® CTIA-The Wireless Association shows the number of wireless subscriber connections (322.9 million) has surpassed the population (315.5 million) – October 11, 2011 Only 1/3 of Facebook’s 600 million+ user base uses Facebook Mobile Facebook has only 50.6% of the North American population – Mobile users with SMS enabled phones is 92% Source: PRNewswire.com
Mobile Internet growth By 2014, mobile internet should take over desktop internet usage Source: PRNewswire.com
Mobile Ordering – Custom Mobile Sites1. Work out with the client the details of what they would like to have.Get examples of other sites/ apps similarWrite down every page, feature, and request by the client2. Give a ballpark price after quick conversation with AvidMobile Team3. After confirmation of price, AvidMobile will provide you a full proposalFor development.You can white label proposal, and mark up to desired margins!
Agenda – Partner Webinar• How to quickly and ethically build SMS lists for our clients (what are all the different ways) – Retail – Restaurants – B2B – Manufacturing – Colleges/Gyms• How to know what types of campaigns to use for clients - setting up their 90 day campaign plan – Analysis of business objectives – Tracking quantifiable results – Coupon or increased sales tracking• How to properly train clients’ staff – Creation of webinars – Internal databases of clients to remind via text• Track campaign results and adjust campaigns accordingly• Resources for printing (if they want us to provide any materials)• Different Types of Selling; – Network selling: Without preparation just how to pitch to a business owner you see on the street – In-Person – Web Sales – Cold Calls – Chasing Giants• Distribution networks
Mobile IntegrationBusiness Cards Traditional Media
Point of Sale Proper Integration of the Right Strategies = Retention of Clients and Residual Revenue Strategies include: Loyalty Marketing: Capturing current customers through aggressive point of sale campaigns. Lead Generation: Capturing potential NEW customers byIntegration with Broadcast adding mobile engagements to your print coupons, radio, television, events, sponsorships, and Integration with Web Strategies. Web Integration Type in your Mobile Number And the Environmentally Friendly Coupon will be Sent Right to your Phone! Marketing Calendar
Create Databases with Meaning Target Marketing = Targeted Messages 12 Wine Recipes! Text WINE $1 OFF DiapersText DIAPER Weekly Health Tips? Text HEALTH Get our Daily Lunch Special; Text LUNCH $3 Instant Cash on Family Packs Text FAMILY
What do we have here? Family Buyers Mom’s and Dad’s Alcohol Drinkers “Meat Eaters” Dry Cleaning? Hair-cuts? Pharma Buyers Deli-Shoppers Dog Lovers? And more…Could you create messages to these groups that would interest them?
Retail Mobile EngagementsWhat would make their clients want to engage?
Key Elements1. Why build a database of current customers? a. What is the 6 month or 1 year goal with the program? b. What else can I enhance with Mobile?2. What would make their clients want to engage? a. Avoid Cannibalization of current profits b. Encourage quick repeat visits? c. Drive “other” aisles, accessories, ancillary products 3. What is the “Customer Out-Reach program”? a. What makes it more powerful b. What does the math on lead mining look like? 1,000 leads x 1 message – 20-100 NEW Customers Life-time Value
Key Elements1. Sensitivity to PUSHING Coupons a. How is mobile used to Brand? b. What else can I enhance with Mobile?2. What would make their clients want to engage? a. Avoid Cannibalization of current profits b. Encourage quick repeat visits? c. Drive referrals, catering, gift cards sales3. What is the “Customer Out-Reach program”?
B2B Engagements Studies Show a Text- message stays on the cell-phone an average of 12 days. = This means additional exposures to your audience Instantly Deliver: •Video Instantly Deliver:Instantly Deliver: •Your Product Info•Pictures •A Demonstration A Mobile Landing•Your V-Card YOUR V-Card Page.•Links to Website HERE!•And more
ManufacturingIn Package Engagements Options: •Register Your Product and Receive software updates Enter to Win Free Beyonce Tickets Text to Register your Warranty Text to Redeem and activate your Rebate! Text to Receive 5 Great Recipes, Instant Video Instructions, Weekly Golf Tips, a Coupon for FREE Movie Channels,
TEXT MESSAGING 101 3 Ways to Get an Opt-in 1. Get the client to Text (KEYWORD) to SHORTCODE (71441). To: 71441 a. Point-of-Sale Engagements MSG: FIT b. Combine with Traditional engagements c. Use in Social Networks 2. Add the Mobile “Opt-in” Option to your current Website a. Deliver your reminders and offers via text (The environmental friendly way to deliver information. No Wasting ink or paper) 3. Written Disclaimer Your clients sign a disclaimer currently; Add the mobile opt-in verbiage, and upload every client into your mobile database.
Goal One: Increase NMR Conversions NMR The Key to getting ONE MORE MONTH! Campaign Goal #1 – 1 More Month Step 1: Gather Opt-ins of current members by getting them to: •Text in. 4 Methods of Mobile (Opt-in) engagement; •Text2Win •Text4Reminders of1. Every New Member has an auto opt- Win one of 12 Bodybuggs and other great prizes classes Text 24LS to 24247•Text for an immediate discount on Supplement, drinks, and in at registration. Mobile Number is a more. (Point-of-Sale engagement) required field during registration. Step 2: Market to this Signage at Entry targeting current 2. growing database of current customers 3-8 times per month: members. •Encourage sign-up for training •FWD 2 a Friend campaigns to drive enrollment every 3. Business cards handed to •Pass out discountsmember as they are leaving.encourage on services or products and auxiliary purchases Example card/signage on leftWin a FREE 1 year membership! 4. Free Class Reminders; Text DIVERSIFIED to 71441
Goal Two: Goal 2: Increase Conversion Rates of New Members Decrease No-Show Appointments Build Leads of Potential New Members and Lead mine Text Notifications/Reminders them for increased conversions. Diversified Fitness has a Step 1: Gather Opt-ins by: trial offer you can’t •Combine Text Call-to-Action with any and all Traditional Recent studies show text Notification/Reminders refuse. This is a one-time Media.24 Hour Fitness(989) 652-4067 offer, call ApptReminder: STOP 2quit decrease in front of building encourages texts •Signage no-shows between 10-15% Reply See you todayat 4:00pm at 1224 E. •Events and other promotions carry an exciting reason to text-Main, Problem? call 555-254-2222 in Advantages: Step 2: Market to this growing database of potential More made appointments increases lead-base customers: dramatically memberships •Encourage trial •Offer discounts Improve monthly conversionsconvert additional •Promote Time-sensitive offers that to Contracts. percentages of leads.
How do we know?How to know what types of campaigns to use for clients - setting up their 90 –120- 365 day campaign plan Analysis of business objectives Tracking quantifiable results Coupon or increased sales tracking?
Launching a ProgramHow to properly train clients’ staff Webinar Call-in Number In-person Don’t Leave things up to chance; write the email for them record the demo do a short video that can be delivered by text Internal databases of clients to remind via text Execution can’t be left up to chance.
Common Questions• Track campaign results and adjust campaigns accordingly Takes time to get quality redemption rates on a database 90 Days till Focus on selling in the long-term program, not a quick fix. millions of dollars!• Resources for printing (if they want us to provide any materials) Do they have a designer 2 phone calls and get the price making the small decisions for people that are too busy• Different Types of Selling; – Network selling: – Without preparation just how to pitch to a business owner you see on the street – In-Person – Web Sales – Cold Calls – Chasing Giants• Distribution networks