Tim Barton, executive vice president at Blue Sky Factory, discusses the benefits incorporating text-messaging into your marketing plan, strategies for using text-messaging to create brand awareness and generate new leads, and why text-messaging is a perfect complement to your email marketing program.
Mobile Marketing 101: Integrating SMS Into Your Marketing Plan
1. Blue Sky Factory
Driving Email Marketing Performance
Mobile Marketing 101: Integrating SMS Into Your Marketing Plan
April 28, 2009
2 to 2:45 PM
Baltimore, Maryland
2. Overview
ā¢ SMS Fast Facts
ā¢ Overview of SMS
ā¢ Case Study: Opening the SMS channel to
your email subscribers
ā¢ Using SMS to reach people offline
ā¢ Q&A
3. Text-Messaging Fast Facts
ā¢ 270 million US cell phone
subscribers in the USA
ā¢ Over 2.5 billion text messages
sent each day in the USA
ā¢ 72% of subscribers ages of
25-49 use text-messaging on
a regular basis
ā¢ 94% of messages are read
within 4 minutes of receipt
āSMS has established itself as a true
social connecting tool and continues to
have mass consumer appeal.ā
4. Industry Organizations
ā¢ Mobile Marketing Association (MMA):
non-profit industry trade group that
assists in creating mobile advertising
standards.
ā¢ CTIA: Cellular Telecommunications
Industry Association. An organization
that represents wireless carriers and
manufacturers.
ā¢ CSCA: Common Short Code
Administration. Created by CTIA for
registering and leasing short codes.
5. Short Codes?
ā¢ Five or six digit number that is
used in application-to-person SMS
services
ā¢ Leased from CSCA
ā¢ Services must be approved by
carriers before the short code is
provisioned in their respective
networks
ā¢ Short code connections are the
only carrier-approved
infrastructure for mobile marketing
and content delivery
6. How does SMS text-messaging work?
ā¢Text-messages travel over the air via
wireless control channels to senderās Short
Message Service Center (SMSC)
ā¢The senderās carrier routes the message
over the inter-carrier network to the
receiverās carrier (SMSC)
ā¢The receiverās carrier routes the message
to the cell phone
ā¢If the subscriberās cell phone is not
reachable, the SMSC stores the message
until phone becomes available
7. Enter our Text-to-Win Raffle
ā¢Win an Amazon.com $50 gift
certificate!
Text
āBSFā
ā¢Text BSF to 47647 to 47647
to enter!
ā¢Winner will selected at noon tomorrow
(April 29, 2009)
ā¢Standard message rates apply
ā¢Open to Verizon, AT&T, T-Mobile, and
Sprint/Nextel
8. Enhancing Email Marketing with SMS
ā¢Case Study: Adding the
SMS channel for existing
email subscribers
ā¢Using SMS to reach
people offline
9. Execution: The Email
ā¢ Use your email list
ā¢ Add SMS opt-in to existing
campaign promotion
ā¢ SMS is not a replacement
to email communications
ā¢ Compelling offer
Source: Brand Anywhere (www.brandanywhere.com)
10. Execution: The Call-to-Action
ā¢ Keep it simple
ā¢ Convey exclusivity (VIP status)
of the āmobile clubā
ā¢ Use visual cues to indicate
SMS opt-in
ā¢ Easy sign-up by clicking a link
11. Execution: The Opt-in Page
ā¢ Cleary describe the
service and benefits
ā¢ Message frequency
ā¢ āStandard message
rates applyā
ā¢ STOP to opt-out
ā¢ Mobile number only
12. Execution ā The āWelcomeā Message
ā¢ Your first communication
ā¢ Brand name in the first line of
the message
ā¢ Repeat STOP & HELP
commands
ā¢ Short and Simple - 160
characters is a blessing in
disguise
13. Results
ā¢ A big success!
ā¢ 60% mobile opt-in rate from email
ā¢ Not a case of Email or SMS
- Subscribers want both
- Two distinct communication
channels
ā¢ Email provides the
communication base
ā¢ SMS is for special
time-sensitive alerts
14. Extending Your Opt-in Reach with SMS
ā¢ Mobile is everywhere
ā¢ SMS call-to-action can be
ā¢Outdoor outdoor
ā¢Print
ā¢Television tv
ā¢Radio
ā¢ Make it engaging and interactive
ā¢Voting and polling
radio
ā¢Trivia
print
ā¢Text-to-Screen
15. Example 1: Golf Cart Text-to-Win
ā¢ Digital ad on golf cart
dashboard
ā¢ Reply SMS:
āThanks for entering! Your
unique code is 921ABY. Go
to toyota.com/mobile and
enter this code to complete
registrationā
ā¢ Consumer visits website and
completes registration with
name, email address, etc.
16. Example 2: Billboard Text Campaign
ā¢ Viewer texts: āFREEā to short
code
ā¢ Seconds later, the the
participant receive an SMS
with an exclusive promo
code.
ā¢ Participant visits Zip.ca
(similar to Netflix) and enters
code for 30-days of free
online video rentals
17. Suggestions when Getting Started
ā¢ Find a qualified SMS service provider
ā¢ CSCA (usshortcodes.com) for listing
ā¢ Start now
ā¢ It takes time to build a list
ā¢ Use opt-in promotions
ā¢ Mobile sweepstakes
ā¢ Careful with Messaging
ā¢ 1-2 per month limit
ā¢ Time-sensitive
ā¢ Valuable
ā¢ Viral (forward to the friend)
18. Thank You!
Thank you!
Q&A
Connect.
410-230-0061 x 151 - phone
tim@blueskyfactory.com ā email
www.blueskyfactory.com - web
blog.blueskyfactory.com ā blog
www.twitter.com/blueskyfactory - brand twitter