Sbg Book


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Sbg Book

  1. 2. Sinclair Broadcast Group, Inc. is one of the largest and most diversified television broadcasting companies in the country today. Sinclair owns and operates, programs, or provides sales services to 58 television stations in 35 markets. Sinclair's television group includes 20 FOX, 17 MyTV, 9 ABC, 9 CW, 2 CBS and 1 NBC affiliates and reaches approximately 22% of all U.S. television households. Sinclair, either directly or through its Ventures subsidiary, makes equity investments in strategic companies. Sinclair Broadcast Group, Inc. was founded in 1986, went public in 1995 and is traded on the Nasdaq Exchange under the ticker symbol SBGI. Company Profile
  3. 4. FOX 35 RICHMOND
  6. 7. MOBILE RICHMOND campaign design and development sms copywriting mms art direction aztec bar-code creation carrier program brief submission short code provisioning short code hosting data network delivery incentive tracking campaign reporting services campaign analysis cost and ROI review web development and hosting WAP development and hosting database design and management
  7. 8. Mobile numbers Here are relevant and key data points about marketing in the mobile channel. • 260,050,000 mobile phones in use in the US today • An estimated 360 billion text messages will be sent in the US in 2008 • 98%+ of mobile phones can receive text messages • 85%+ of mobile phones can receive picture messages • 97%+ of consumers have their mobile phone with them all the time • 60%+ of mobile customers use unlimited text and picture message services • 30%+ of consumers are ready to receive and redeem mobile coupons today • 13%+ of US households are wireless only • Mobile coupons are redeemed 20 to 80 times more than printed coupons                                                  
  8. 9. The sweet spot in mobile marketing The youth market is the key driver, using predominantly text and picture messaging. • 60% of consumers send or receive text or picture messages • 19% of consumers use their mobile device to send e-mail or access the Internet • 10% of consumers use their mobile device to watch videos
  9. 10. SMS, MMS, WAP & Video <ul><li>What are all these formats? There a many ways to communicate with customers over mobile devices. These include: SMS (Short Message Service) - Text messaging service, limited to 160 characters per message. Text messaging reaches more than 98% of all phones in the market today. In mobile marketing, SMS is the fastest and has the widest reach. Just remember, messages are limited to 160 characters. Messages have to be quick and sometimes creative, u know? </li></ul>MMS (Multi-Media Service) - Messaging service that includes any combination of picture, sound, text and video. MMS service is only available at a few carriers today, namely Sprint, Alltel and Cricket. However, most carriers are preparing to offer MMS (M7 protocol) in the very near future. For mobile marketing, MMS opens up a world of possibilities. Graphics can be delivered with bar codes, audio can strengthen the message, and video can be delivered. WAP (Wireless Application Protocol) - Basically it refers to the Internet on your mobile device. By using your data channel on your mobile phone, you can access the Internet, however, it's a limited, scaled down version. No audio. No video. No flash. And quite a bit smaller. Video - Video currently has the most limited reach and appeal. Data channels and bandwidth aren't quite at analog television levels, and file sizes for delivery are so small that requirements make a 30-second video almost unrecognizable. Video offers great promise, but networks in the US are probably 3 years away from meeting user expectations.
  10. 11. Text Messaging <ul><li>Text Message programs are by far the most </li></ul><ul><li>wide-spread type of mobile marketing today. </li></ul><ul><li>Nearly 98% of all mobile phones in use in the </li></ul><ul><li>US today are text message capable, and </li></ul><ul><li>almost 100% of users have sent or received </li></ul><ul><li>text messages. </li></ul>• Send regular text message reminders (&quot;Alerts&quot;) • Text can be unique to in-bound text request • Add zip code for more specific responses • Text incentives can include static or dynamic expiration date • Unique codes can be added to text messages for tracking • Text message &quot;trees&quot; can be designed for information navigation • Use a lead-in: &quot;Want more great offers? Reply JOIN now!&quot; • Messages can be targeted to specific groups/customers
  11. 12. Loyalty & Rewards <ul><li>Loyalty programs are a perfect fit for the </li></ul><ul><li>mobile channel. Customers can register by </li></ul><ul><li>mobile, earn points and get reporting by </li></ul><ul><li>mobile. I-Mobile can help you build a loyalty </li></ul><ul><li>program from scratch, or integrate </li></ul><ul><li>seamlessly with your existing program. </li></ul>• Customers self-register completely by mobile phone • Uniquely-coded membership card can be stored on picture phone • Customers earn points for participation by phone via text or card scan • Report current point balance by text each earning event or by request • Redeem points by phone by text, picture message or card scan This GREEN program eliminates plastic cards and paper point balance reporting, not to mention savings in printing and distribution, and costs associated with replacing lost cards.
  12. 13. Coupons, Tickets & Gift Cards <ul><li>Forget clipping. Don't print out tickets. Kiss your gift cards </li></ul><ul><li>goodbye! And say so long to fat wallets and bulging </li></ul><ul><li>urses. Mobile makes all that paper, plastic, and porting </li></ul><ul><li>obsolete! </li></ul><ul><li>• Uniquely-coded picture message embeds all relevant information </li></ul><ul><li>• Expiration date added automatically </li></ul><ul><li>• Expiration can be set statically or for a specified time after delivery </li></ul><ul><li>• Bar-codes can be read by any 2-D barcode reader </li></ul><ul><li>• Backend management for validation and tracking </li></ul><ul><li>You can also eliminate all the hassles associated with lost </li></ul><ul><li>tickets. A simple text message request replaces tickets on- </li></ul><ul><li>the-fly. </li></ul><ul><li>All value of mobile gift cards is stored off-card. PIN </li></ul><ul><li>verification (sent by text message) authorized debits.&quot;Lost“ </li></ul><ul><li>cards can easily be replaced without losing value. New </li></ul><ul><li>government regulations easily managed with text </li></ul><ul><li>messages reminding holders of existing card value. </li></ul>
  13. 14. Sweepstakes & Polls <ul><li>It's easy to implement mobile contests and sweepstakes! </li></ul><ul><li>These can include mobile game pieces (&quot;Bring in to see if you've </li></ul><ul><li>won.&quot;), text to enter drawings, and more. </li></ul><ul><li>• Mobile game piece drives traffic for on-going contests </li></ul><ul><li>• Game pieces can be scanned or code manually input for validation </li></ul><ul><li>• Games can have long or short expiration period </li></ul><ul><li>• Drawings are randomly selected and winner can be notified by text </li></ul><ul><li>• Sweepstakes can lead into loyalty programs </li></ul>Want to see how you're doing immediately? Mobile surveys can reach a customer as they're leaving, providing immediate feedback. Register tape information directing customers to online surveys aren't as effective or impulsive. • Ask questions immediately after store visit • Surveys can be tailored to customer type/transaction • Three quick questions with multiple choice response • Answers can help build customer profile for future offers • Polls and survey results are tabulated real-time • Open-ended responses are forwarded electronically
  14. 15. WAP SITES <ul><li>Wow! It's just like the Internet, except that it's on your </li></ul><ul><li>phone, doesn't have sound, can't do flash (yet), </li></ul><ul><li>video sucks, has limited distribution, display is very </li></ul><ul><li>small, content is limited, and there's very little </li></ul><ul><li>interaction. But besides that, it's just like the Internet! </li></ul><ul><li>The fact is, it's not. The same rules that applied to </li></ul><ul><li>the Internet do NOT apply here! It's a whole new way </li></ul><ul><li>to reach customers. Treat it so... </li></ul><ul><li>• Drive customers using text message campaigns </li></ul><ul><li>• Create new stand-alone sites suited for the medium </li></ul><ul><li>• Give visitors only what they want for better user-experience </li></ul><ul><li>• Allow consumers to reach out for more information via other channels </li></ul><ul><li>• Keep it simple </li></ul>