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Retailer’s Guide to Driving Sales with SMS/MMS This Holiday Season
SMS/MMS Activates Consumers!Every year the team at Mogreet sees a wide range of programsdesigned to entice consumers to join a mobile program and thentake an action with varying success. This year, we wanted to shareour top tips and tricks for achieving successful ROI this holidayseason.In this Holiday Guide to SMS/MMMarketing, you will learn: Top goals of today’s retail marketers How SMS/MMS drives customers through the purchase funnel The customer journey for text marketing New and creative ways to build a database, provide customer value, gather data, and customize offerings to drive sales this holiday season
Top Retailer SMS/MMS Holiday Goals In-Store Online Traffic/Sales Mobile SiteTraffic Traffic/Sales Brand EngagementDatabase Growth Social Sharing/BuzzLoyalty Club/CRM App Downloads Cross Promotions
SMS/MMS Drives Everything! 3 ways retailers use SMS/MMS to drive customers through the funnel: Brand Awareness • Charlotte Russe features quick to Brand Interactions/ expire coupons to drive in-store Acquisition sales, brand interaction and loyalty Driving Engagement • Jack In The Box sends out & Sales compelling food photos to their mobile database right before lunch to drive in-store sales Advocacy • Steve Madden uses MMS coupons to drive traffic to their mobile site, Loyalty increasing m-commerce sales and boosting consumer loyalty
Customer Journey: Path to Purchase Awareness Unaware • No/low initial brand/program awareness Consideration Initial • Awareness enters through variety of channels Awareness EngagementUnderstanding • Value-based offer initiates consideration Purchase Usage • Engagement experience and offering drives sales Advocacy • Social sharing tools empower brand advocates Advocacy Loyalty Loyalty • Future engagements reinitiates consideration Back to Consideration
Be Fast! Start Promoting NOW!Time is of the essence, startpromoting nowTo build a database in time for the holidayseason, now is the time to promote thekeyword and short code through yourearned, owned, borrowed and paid mediasuch as: Your website, ecommerce site, and contact page Your existing email database All forms of advertising (online, mobile, print, on air, radio and more) Across social media platforms – tweet it or post to Facebook weekly to remind people about the program
7Be Everywhere! Promote! Promote! Promote!Promote the keyword and shortcode with clear instructions Include on product packaging! Send product information, video demos, and more. Take advantage of POS (point of sale) opportunities on-site or in-venue at events Don’t forget to include CTAs on paper receipts, email signatures, and marketing materials. Most importantly, train in-store teams to encourage registrations within your store Walmart & T-Mobile promoted this text-to-vote campaign in store and online
Be Easy! Increase Awareness & SalesMake holiday shopping easywith gift guides and wish lists.Every customer struggles to find the perfectgift. So make it easy and create your ownhighly targeted lists to help customersnarrow down options. Allow sharing gift guides and mobile wish lists via text! Drive sales with product images and look books relevant to key customer segment – Moms, dads, children, etc. Allow customers to add or buy products to wish list via inbound text Add click-to-buy links within message Also try gift guides segmented by price ranges!
9Be Valuable! Drive Holiday SalesProvide value to drive Get Free Shipping –customers through the Join the Mobile Club!purchase funnel Text FREESHIP to 51515Remove holiday headaches, offer contentmost valued by your consumers thisseason Promote online shopping with exclusive FREESHIP free shipping codes Tailor the promotion for best results – Here’s your exclusive free launch a few weeks prior to top shipping promo shopping days code ‘MOSHIP’ good until Jan. 3! Include links to drive immediate redemption Start shopping at www.online.com Offer mobile message alerts for when their packages ship too!
10Be Interactive! Deepen Loyalty and SalesIncrease loyalty & sales throughinteractionCampaigns that allow your customers to be apart of your marketing program strengthenscustomer loyalty, drives a deeper connectionwith your customers, ultimately drives salesand return on investment.Branded Holiday Greeting Cards Consider creating a series of branded mobile holiday greeting cards that users can text to friends and family. Turn this tool into an e-commerce lead by including a short term discount or coupon for recipient use.
11Be Compelling! Engage CustomersEveryone loves a contest andMMS makes it easy!Consider implementing a campaign tohighlight products and services. Usergenerated content to text to win campaignsare easy to set up and quickly builds adatabase, engagement and sales. Text-to-win campaigns Trivia questions and polls UGC (user generated content) campaigns Text in a photo wearing the latest look using clothing from your brand for a chance to win a new piece for your wardrobe etc.
12Be Personal! Increase Engagement and TrafficUse data to create customizedprogramsEncourage fans to text in their zip codes tofind the nearest store. This will providethem valuable information and give you dataDrive Traffic to Multiple Locations withHoliday Event Alerts! Send customized invite your shoppers to join you for a special event at each store location, with a quick to expire coupon or limited quantities of discounted items. Drive engagement by using videos to feature a snapshot of the seasons’ hottest new products along with a text message with a unique coupon code per customer.
13Be Personalize! Customize to Drive SalesEncourage fans to text in their zipcodes to find your nearest store.This provides customers immediate valuableinformation and you the data needed for futuregeo-location based message targeting.Additional ideas include: Use rolling time zone distributions to drive engagement around key times of the day Customize content based on local market happenings (weather, news, etc.) Use top handset reports to target app promotions based on OS Take advantage of DMA and area code segmentation opportunities to drive action in key markets
14Be Social! Empower fans with social sharingIncrease your brand’s viralbuzzOne of the best ways to increase visibilityof your program and additional subscribersis to empower your recipients to shareyour messages and offers across theirsocial platforms. Add direct sharing links to social networks like Facebook and Twitter within your MMS message. It’s an easy and smart way to create even more awareness and viral impressions using word of mouth via social networks.
15You’re ready to get started!With all of the Holiday specific tips and tricks offered in this guide,you’re going to be off to a great start when structuring the upcomingHoliday retail marketing plan. All pieces of the marketing mix shouldcomplement and support each other. Mobile marketing can be the onepiece that gives you a true advantage over your competition.If you would like to find out more about how SMS/MMS messagemarketing fits into your marketing mix, contact the mobile marketingexperts at Mogreet at email@example.com