Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Double Down and Double Your Mobile Database

963 views

Published on

Whether you are building your opt-in mobile database from scratch or rebuilding after TCPA, let our mobile experts show you the strategies that are paying off and why. We know what works, and we have the data to prove it. We analyzed client campaigns to establish best practices you can use to double your mobile database!

Published in: Technology
  • Be the first to comment

Double Down and Double Your Mobile Database

  1. 1. Double down and double your mobile database 10 validated strategies that will pay off APRIL 3, 2014! Alex Campbell, Chief Innovation Officer and co-founder of Vibes @AlexGCampbell! Jason Richards, Director of Customer Analytics @JasonTRichards! #doubledown!
  2. 2. 2 ©2014 Vibes All rights reserved. Confidential www.vibes.com/calculator Mobile acquisition kit! Mobile acquisition calculator 1 2 3 Webinar Handbook Calculator Double down and double your mobile database SMS marketing handbook www.vibes.com/smshandbook www.vibes.com/calculator
  3. 3. 3 ©2014 Vibes All rights reserved. Confidential www.vibes.com/calculator Today’s topics! The mobile opportunity Double down guide featuring the mobile acquisition calculator Benchmark data SMS marketing activation list #doubledown!
  4. 4. 4 ©2014 Vibes All rights reserved. Confidential www.vibes.com/calculator The mobile opportunity! The mobile opportunity Double down guide featuring the mobile acquisition calculator Benchmark data SMS marketing activation list #doubledown!
  5. 5. 5 ©2014 Vibes All rights reserved. Confidential www.vibes.com/calculator The value of a mobile subscriber! Mobile subscriber spends anywhere from 3X – 8X more than email! Mobile Social Email
  6. 6. 6 ©2014 Vibes All rights reserved. Confidential www.vibes.com/calculator All about acquisition!
  7. 7. 7 ©2014 Vibes All rights reserved. Confidential www.vibes.com/calculator Building a mobile database — key questions! What is the best channel to acquire mobile subscribers? What should I do to maximize my effort to acquire subscribers? What is the best way to build my mobile database? How much should I spend to acquire customers? How do I rebuild after TCPA?
  8. 8. 8 ©2014 Vibes All rights reserved. Confidential www.vibes.com/calculator Driven by data!
  9. 9. 9 ©2014 Vibes All rights reserved. Confidential www.vibes.com/calculator The mobile opportunity Double down guide featuring the mobile acquisition calculator Benchmark data SMS marketing activation list #doubledown!
  10. 10. 10 ©2014 Vibes All rights reserved. Confidential www.vibes.com/calculator The data behind building a mobile database! Methodology 5 channels! Multipliers! §  Sweepstakes §  Incentives Email In-store Website Social media TV Double down! Average effort! The promotion to join the mobile list is persistent throughout the channel; placement is maximized using premium real- estate; full support from channel stakeholders. The mobile promotion is limited within a channel; lower value real estate might be used; exposure is limited; less support from channel stakeholders.
  11. 11. 11 ©2014 Vibes All rights reserved. Confidential www.vibes.com/calculator Introducing APM – the only KPI you need to know! number of people who will opt into your mobile database for every 1,000 marketing impressions you deliver APM(Acquisitions per 1,000 impressions)!
  12. 12. 12 ©2014 Vibes All rights reserved. Confidential www.vibes.com/calculator Value of multipliers! 0.5! Incentive Sweepstakes Incentives & Sweepstakes No incentive & no sweepstakes 3.1! 3.2! 4.1!APM  
  13. 13. 13 ©2014 Vibes All rights reserved. Confidential www.vibes.com/calculator Average APM by channel! 0.7 0.7 1.0 1.3 1.6 2.3 Email In-storeWebsiteSocial media TV Average
  14. 14. 14 ©2014 Vibes All rights reserved. Confidential www.vibes.com/calculator Impact of doubling down! Website TV Social In-store Email 1.4 2.4 2.9 3.2 10.5When you double down Channel average
  15. 15. 15 ©2014 Vibes All rights reserved. Confidential www.vibes.com/calculator Next Level! number of people who will opt into your mobile database for every 1,000 marketing impressions you deliver APM(Acquisitions per 1,000 impressions) How much will this cost me? How much should I spend? How can I get 100,000 subscribers?
  16. 16. 16 ©2014 Vibes All rights reserved. Confidential www.vibes.com/calculator The mobile opportunity Double down guide featuring the mobile acquisition calculator Benchmark data SMS marketing activation list #doubledown!
  17. 17. 17 ©2014 Vibes All rights reserved. Confidential www.vibes.com/calculator Before you double down…! •  What are you trying to accomplish with your mobile database? •  What is your business objective for putting the time and effort into building it? •  What does success look like (quality vs. quantity)? Define your strategy Business objectives
  18. 18. 18 ©2014 Vibes All rights reserved. Confidential www.vibes.com/calculator Before you double down…! •  What is the intended user experience you want to deliver? •  What does a post-click experience look like for your brand? •  What is the brand promise you are delivering to your customers that will help support your business objectives? User experience
  19. 19. 19 ©2014 Vibes All rights reserved. Confidential www.vibes.com/calculator Activation channels! Text Mobile ads Apps/push TV Email Web Direct mail In-store Social Sponsorship
  20. 20. 20 ©2014 Vibes All rights reserved. Confidential www.vibes.com/calculator Introducing the Mobile Acquisition Calculator! www.vibes.com/calculator
  21. 21. 21 ©2014 Vibes All rights reserved. Confidential www.vibes.com/calculator Double Down §  Dedicated email focused on promoting the mobile database §  CTA prominently featured in the top half of an email §  Featured regularly to all email lists Email! Average §  Mobile database CTA featured in the bottom half of an email §  Not prominently featured §  Limited to portion of email lists 10.5 1.6
  22. 22. 22 ©2014 Vibes All rights reserved. Confidential www.vibes.com/calculator Double Down §  Main hero image of the home page and sub-pages within the site, include the mobile database CTA, §  CRM sign-up with mobile option, included in check out Website! Average §  Mobile database CTA is on the website, but is not very noticeable §  CTA shares time with other promotions on site §  Different sign up from main CRM form 1.4 0.7
  23. 23. 23 ©2014 Vibes All rights reserved. Confidential www.vibes.com/calculator Double Down §  Dedicated social content focused on building the mobile database and CTA promoted in company description Social! Average §  An occasional mention or reminder to join the mobile database 2.9 0.7
  24. 24. 24 ©2014 Vibes All rights reserved. Confidential www.vibes.com/calculator Double Down §  Signage in multiple locations, including register §  Mobile CTA is presented to large share of customers at checkout §  CTA is in each receipt, there are prompts on PIN pads §  Associates are trained to ask for mobile In-store! Average §  Using only one tactic §  Limited distribution of a tactic §  Mobile CTA shares time with other recruitment efforts 3.2 2.3
  25. 25. 25 ©2014 Vibes All rights reserved. Confidential www.vibes.com/calculator Double Down §  Mobile database CTA prominently featured in a TV ad – narrator draws attention to CTA §  Exclusive CTA within a spot TV! Average §  Mobile database CTA mentioned in a TV ad, but not as noticeable §  Visually present but no voiceove, §  Competes with other CTA in the spot 2.4 1.0
  26. 26. 26 ©2014 Vibes All rights reserved. Confidential www.vibes.com/calculator Honorable mentions! Apple’s Passbook Google Wallet App Sponsorship Direct mail iBeacon
  27. 27. 27 ©2014 Vibes All rights reserved. Confidential www.vibes.com/calculator Let’s see the Mobile Acquisition Calculator in action…! www.vibes.com/calculator
  28. 28. 28 ©2014 Vibes All rights reserved. Confidential www.vibes.com/calculator The mobile opportunity Double down guide featuring the mobile acquisition calculator Benchmark data SMS marketing activation list #doubledown!
  29. 29. 29 ©2014 Vibes All rights reserved. Confidential www.vibes.com/calculator SMS activation checklist! Use the Mobile Database Calculator to finalize your plan Use an incentive or sweepstakes to drive opt ins If you can’t double down on all channels, pick the ones that will have the biggest impact on your customers Benchmark against what you’ve seen Get started today!
  30. 30. 30 ©2014 Vibes All rights reserved. Confidential www.vibes.com/calculator Leveraging technology to scale your SMS acquisition program!
  31. 31. 31 ©2014 Vibes All rights reserved. Confidential www.vibes.com/calculator Q A& Alex @AlexGCampbell Jason @JasonTRichards #doubledown!#doubledown!
  32. 32. 32 ©2014 Vibes All rights reserved. Confidential www.vibes.com/calculator Mobile acquisition kit! Mobile acquisition calculator 1 2 3 Webinar Handbook Calculator Double down and double your mobile database SMS marketing handbook www.vibes.com/smshandbook www.vibes.com/calculator

×