Communicating in the 21st Century
A Community Alert and Instant
Communication System
From

A History of Mass Media
1500’s - Print
1900’s - Recording
1910’s - Cinema
1920’s - Radio
1950’s -Television
1990’s - Internet

The Next Mass Media
The Mobile Channel
The Mobile Channel Replicates Everything
That All Previous Six Mass Media Can Do

On the Mobile Channel People Can:
– View Newspapers
– Read Magazine Articles and Books
– Listen to Podcasts, Radio and Music
– Buy/Play Songs and Video Games
– Watch Entire Movies
But It’s the Addictiveness, Persuasiveness and
Sheer Dominance of the Mobile Device That
Gives It A Pivotal Position in Our Daily Lives

The Power of Mobile Begins
With Its Reach . . .
2X As Many Mobile
Devices As TV Sets
3X As Many Mobile Subscribers
As Internet Users
4X As Many Mobile
Phones As PC’s
It’s Digital, Multi-Media Capable,
Personal and Interactive . . .

The Mobile Channel Is A Powerful
New Medium For Advertising
Deepens Relationships – By Finding New Ways to Reach Customers and
New Ways to Inform or Entertain Them
Delivers New Services – Including Things You Can
Only Do (or Would Only Want To Do) On A Mobile
Phone Including Location Based Services
Demonstrates Your Brand Values –Mobile
Campaigns Say You’re Young, Innovative and
Customer-Oriented
8 Out of 10 Americans Subscribe to
Cell Phone Service – According to the 2007
Transportation Statistics Annual Report, Distributed
by the Bureau of Transportation

Who Is Using Text Messaging?
63% of Americans Ages 18 to 27
36% of Americans Ages 28 to 39
50 percent of ALL Users of
Text Messaging Are Over
the Age of 35
In August 2007 Over 1 Billion Text
Messages Were Sent in the U.S.
Total Advertiser Spending on Mobile
Messaging and Display Ads Will Grow
from $1.4 Billion in 2006 to Over $2.9
Billion in 2011

Text Messaging Is One of the Most Effective
Ways To Connect with Your Members
• Instant Mass Communications - Reach People Wherever They Are
– Event Reminders
– Community Issues/News
– Emergency Communications
– Continuing Education
– Business Opportunities
• Automated and On-Demand Messages
• Generate Revenue with Fundraising

Looking Beyond The Numbers
The Vast Potential of the Mobile Advertising Channel Is Due to
the Way People Think About and Use Their Mobile Phones
•They’re Always On
•They’re Always At Hand
•They’re Always Personal
•They’re Rarely Shared
Cell Phones Are Like Keys and Wallets –
80% of Americans Keep Their Mobile Phone Within
Arm’s Reach – 24 Hours A Day, 7 Days a Week

Mobilize Your Advertising
Connect Everyone To Everything!
• Extends Advertising Communications Beyond Traditional Media
• Instant - Encourages Immediate Action Rather Than Waiting Until Your
Potential Target Gets to A Computer. – If They Remember.
• Target Specific Audiences - Even Target Groups Within Groups
• Immediate - Granular Information About the Response To Your Marketing
Campaigns In Real Time
• Reach Audiences Wherever They Are, Even If They Aren’t Mobile
• Works Across All Media - Leverage other media with a Mobile Call to Action
on Billboards, Radio and TV Ads, Print Ads etc,
So Passers-By Get Info on the Spot

Marketing To Generation Y
A Generation That Rivals the Baby Boomers In Size –
– And Will Soon Rival It In Buying Clout!
• Inherently Mobile
• Think Of Mobile Technology As the
First Screen not the Third
• Would Rather Text Than Email or Call

Driven By Convenience, Connectivity and
A Healthy Work-Life Balance
Generation Y:
• Influences Almost Half of All Spending in the U.S. Economy
• Represents 30% of Today’s Population
• 35% Already Earn Above $75,000
• $1.6 Trillion in Earning Power

Extend Your Advertising and Marketing
Campaigns to the Mobile Phone Screen
• Fast—Your Marketing Arrives Within Seconds
• Immediate – Change Message Details & Connected
Online Content Instantly, Anytime - Great For Perishable
Items and Offers
• Long Lasting – Received Communications
Remain On Phone Until Deleted— Nothing to
Keep Up With Like Paper Communications
• Viral – Messages Can Be Easily Forwarded
• Convenient – Inform/Remind Your Customers of
Events, Specials, and Product Announcements and
Industry “Tips” Via Their Mobile Phone
• Effective – Generates Far Better Response
Rates than Direct Mail at a Fraction of the Cost

Automatic Messaging
Recurring Messages Such As Event Reminder Notices
Can Be Set Up So That The Messages Are Sent
Automatically At Preset Times and Dates

Schedule Events
Publish Events on A Public Calendar on Your Website and
Visitors Can Easily Schedule Reminders For Themselves
Events
Important Dates
Calls To Action
Fundraising
Gov’t Affairs

Communicating With Your
Members Is Fast –
Within Seconds Your Members Will Get Your
Message and Read It Wherever They Are
Text Messages Are Read Within 50 Minutes,
Emails Can Take Up to 2 Days*
*Mobile Marketing Association

On-Demand/Automatic
Distribution of Information . . .
• Text For . . . Information, Coupons, Surveys, Games, Etc. -
The potential customer sees your advertising on your marketing materials and texts the 1 word
code that you advertise to a 5 digit number or calls a local or toll free number and immediately
receives information sent to their mobile phone. Instantly the potential customer gets what they
want and the merchant receives the potential customer’s cell phone number for future follow up.
• Bulk Text Messaging Programs – Merchants are able to send a mobile
coupon, product info, offers, incentives etc to interested and qualified consumers who have
signed up to receive their promotions. Send trackable coupons to your clients, then send follow-
up offers to those that did or did not respond to the offer directly to their mobile phone.
• Text to Win - Run contests and promotions. Particularly useful in generating awareness
around new products and services and building opt-in lists.
• Text to Vote - Collect the opinion
of your customers in real time through
interactive polling and voting. Get instant
feedback from conferences, speeches, ad
campaigns, and audiences.

Turn Traditional Media Into
A Direct Response Vehicle
Action
Accountability
Allegiance
• Captures the Attention of
Mass-Audiences in Real Time
• Returns Consumer Leads
With Measurability
• Opt-in Leads to Ongoing Permission
Based Marketing with Individuals

Informational/Educational
Programs . . .
Members Can Sign Up To Receive
Provide Members From
Regular Text Message
Community News, to Ongoing
Communications Send Everything
Educational and Engaging
From Trivia Facts To Educational
Programs . . .
Activities To News Updates . . .
Text: MACOC To:27285

Security and Safety . . .
- Ability to Reach
• Instant Mass Notification
People Wherever They Are - Distribute an
emergency alert to thousands of mobile devices
in an average of one minute. To send an alert
using a voice based phone dialer to the same
group takes hours.
- Subscribers receive
• Pushed Information
notifications without doing anything, unlike
flipping through TV stations, turning on a radio
or operating a computer.
• Easy to Administer and Use - When
emergencies happen, communications may be
down. Launch an alert from any web browser or
mobile phone instantly, or schedule messages to
be sent at a certain date and time.

American Idol® Meets
Getting a message to consumers in an on-the-go society requires
grabbing their attention through innovative and non-traditional means.
MACOC Committee Chooses Top Candidates and
The Chamber Community Can Vote for Winner
• Promotes Community Involvement
• Additional Exposure Opportunities
• Showcase Specific Products, Services
and Businesses

Break Through The Clutter Of Today’s
Multi-Media Information Age
Keep the Community Involved with Instant Real Time Surveys
• Single Choice, Multi-Choice, and Open-Ended Questions
• Target Select Audiences Within A Larger Group
• Any Mobile Device Can Participate

Games . . . Sweepstakes =
Participation
Mobile Promotions Provide an Easy, Simple Means for a
Consumer to Engage With the Brand Via the Mobile Device
Build Community Awareness Through Maintained Dialogue
• Instant-Win Games
• Timed Drawings
• Real-time Results
• All Major Carriers
• Turn-Key Service

Mobile Scavenger Hunt
Bring Out The Best In Your Members
Communicate, Strategize, Negotiate, and Bond with Other Chamber Members
As Everyone Tries To Win The Big Prize
Hunt For Answers to Tricky and Humorous Questions
About the Chamber Membership and the City of
Atlanta and Member Businesses
Members Receive a Text Message Question And Must
Reply With The Correct One Word Response.
Members Must Explore the Community to Find the
Answer, Discovering Areas and Businesses They Might
Not Have Noticed Before.
Each Question Will Generate Another Question
Forming A Maze For Members To Negotiate Through

Pricing
• Communications/Marketing Model
– Sold on A Volume Basis Per Message
Rates Range from $0.25 Per Message to $0.10 Per Message
Depending on Volume. Setup Fees Depending on Program.
• Advertising Model
– FREE
Ads Are Sold On a Cost Per Hundred
(CPH) Basis ($50 and Up ) and Varies
Depending On the Content Channel and
the Volume. Setup Fees May Apply.

Revenue Opportunities
Ad Revenues
Ads Are Sold On a Cost Per Hundred (CPH) Basis
(Ranging From $50 and Up ) and Varies Depending
On the Content Channel and the Volume.
10% Rebate on All Advertising
Fundraising Opportunities
Alumni Sponsorships, Contests, Ringtones
Giveaways, Donations, Information,
Links, and More

What Is Text Message Advertising?
Advertising On High
Quality User-Requested
Text Message Content
• High Visibility
• Ad Is Saved On the Consumers Phone
• Geo/Interest Targeted Campaigns
• No Investment In Mobile Infrastructure
• Campaigns Work On All Major Carriers
• Highly Receptive and Responsive Audience

Targeted, Unobtrusive and
Actionable Advertising
An Easy, Cost-Effective Way For To Reach A Large Consumer Audience
• Advertisers – Connect With Your Targeted Audience
• Agencies – Interact With Consumers On the Go
• Brands – Exposure to Key Demographics
• Businesses – Acquire and Engage Mobile Users

Expose your Brand To The
Mobile Audience
Mobile Campaign Types
• Click To Call - Use a text message to prompt the user to
connect to your call center with the click of a button. Sell
products and collect payment via automated response.
• Click To Web - Sell mobile products, bring users to a
branded mobile web site, offer additional information instantly.
Deliver video to more sophisticated devices.
• Click To Locate - Bring customers to your door. offer
retail and service locations, promote holiday sales or special
events, target impulse buyers.
• Click To Menu - Invite users to interact with your brands
in a variety of ways. Seek longer interaction with consumers.
Offer voting, sweepstakes, contests. downloads, coupons, links
and more.

Attract The Attention of the Consumer
at the Moment They Are Most Likely to
React To Your Call To Action
• Users Accept Advertising - Users are willing to accept mobile
advertising in exchange for FREE content
• Relevance Is Paramount - Relevant ads inserted into opt-in or
requested content are effective
and memorable
• Build Trust With Your Customers -
MMT’s strict opt-in (non-SPAM) policies
gives credibility to your alumni
• Be Obvious - Subtlety is NOT
effective. An unclear or hard
to notice call to action will
get lost

Increased Advertising Frequency
Leads to Increased Results
The Mobile Channel Offers The Opportunity To
Increase Impressions Through Consumer Interaction

The Interactive Nature of Text Messaging
Compels Consumers To Respond to Text
Advertising Immediately Upon Reading It
Teaser Ad - Full Length Ad -
Consumers receive alerts or Users reply to your teaser ad and
communications they requested receive a full length message
along with your teaser ad. Up to containing a WAP link, phone
25% of the total message. number, coupon, store locator, or
other call to action.

ANYTIME, ANYWHERE MARKETING
It’s Finally Here
“Pull” Advertising - Banner ads placed
on mobile websites create a sense of urgency
and value to build
demand and win
immediate sales

Advertising Is Most Effective Where
Consumers Are Most Receptive
Text Messaging Is One of the Most Effective
Ways To Stay Connected
Since August 2007 Over 1 Billion Text
Messages Were Are Sent Monthly in
the U.S.
Total Advertiser Spending on Mobile
Messaging and Display Ads Will
Grow from $1.4 Billion in 2006 to
Over $2.9 Billion in 2011

Advertising Opportunities
Text Message Advertising - Banner Advertising - Advertise to
Advertise on text messages as the users of your site and gain
they get sent out to your additional revenue opportunities.
members on a daily basis -
Up to 25% of the message.
Mobile Banner Advertising - a great way to
attract users attention on mobile devices and
redirect them to mobile landing pages.

A Satisfied Customer Tells Three
People About Something They Like
Viral Advertising is a marketing phenomenon that facilitates
and encourages people to pass along Your marketing message
voluntarily to friends and colleagues
When Someone Discovers
Something Themselves Or
Are Sent It By A Friend They
Are Less Resistant Than With
Traditional Advertising
The Key Is Successfully Targeting Smaller Numbers
of Influential Individuals Who Have The Status and
Connections To Spread The Message

Viral Advertising Propagates Itself
Through Networks of Friends and
Enthusiasts Sharing a Common Interest
Recipients Must Want To Pass the Message On –
It Has To Be Remarkable and Contagious
• Text Messages
• Podcasts
• Sponsored Games
• Video Clips
• Music Tracks
• Images

It’s Not About The Technology . . .
. . . It’s About The Habit

... And What's the One Thing People are
Carrying Through All Their Life Stages?
Their Mobile Phone!