The Next Communication Channel: Mobile Marketing and BeyondThe Rise of the Mobile Connected Dealership
Smartphone’s• 64% of 25-35 year olds own a smartphone 1 in 4 mobile subscribers over the age of 55 own a smartphone Source: mannixmarketing.com 97% of ALL text 48 Hours messages are opened The SMS text messaging market is and read within expected to grow The average open time for an email. 4 from $150 billion in 2009 to $223 billion by Source: CTIA.org minutes! the end of 2014 Source: Portio Research
Mobile Coupons get 10 times the redemption rate of traditional coupons Source: Borrell Associates 91% of all US Citizens have their 95% of smartphone users looked up mobile device within arms reach 24/7 local information, & of those, 61% called & 59% visited Source: Morgan Stanley the business.Source: Google IPSOS
Social vs. Mobile Marketing For the first time in history, the semi-annual survey ® conducted by CTIA-The Wireless Association showsthe number of wireless subscriber connections (322.9 million) has surpassed the population (315.5 million) – October 11, 2011 Only 1/3 of Facebook’s 600 million+ user base uses Facebook Mobile Facebook has only 50.6% of the North American population – Mobile users with SMS enabled phones? 92% Source: PRNewswire.com
Mobile Internet growth By 2014, mobile internet should take over desktop internet usage Source: PRNewswire.com
Text Call to Action Live Demonstration “Try it on your phone Now!” KEYWORD SHORTCODE (CHANGES) (STAYS THE SAME) Text MYFORD to 28748 for an actual demonstration of how one of our Auto Dealer clients uses Mobile Marketing! When client texts, They are entered Into your database! Deliv e Rem r Coupo the p inder Rig n or ho ht expi ne! Offe to 8 re rc 2 874 FORD enco quickly an urag t To: : MY e qu o G visit ick MSTEXT MESSAGING 101
Add to the Pool: Every customer that comes in contact with Your Dealership is engaged with MOBILE. Dealership a. A chance to enter to WIN a Great PrizePool of Current and b. Received a Business Card Future Clientele c. Signed agreements to purchase a vehicle d. Responded to an offer in Traditional Media These clients are then marketed to timely over the upcoming months, generating more transactions.
Timely Promotions = Higher Redemption RatesSchedule the Delivery of Coupons, Reminders, and Offers at exactly the right moment! Putting the Offers Right in the Hand of your Current and Potential Customers! = More Transactions per Month Jackson Honda: Early Bird John’s Lincoln: This Paul’s Toyota: Weekend special all day long thru weekend ONLY, we will Sales Event starts Now! Friday! Show msg to give you $1,500 over blue- First 100 people on our lot redeem $10 OFF your book on your trade-in, gets a FREE Nascar jacket; service , code mb8483 FWD 2 friends Show msg http://Paulscars.com exp. 4.9 Reply STOP 2end to redeem, exp. 5.2 Reply Reply STOP 2end STOP 2end
(Example of Return-on-Investment on a small scale) 1,000 1,000 2% or Higher 2% or Higher Average AverageCustomers Customers Redemption Rate Redemption Rate Transaction or Transaction or in your in your on Promotion or on Promotion or Sale of Vehicle Sale of Vehicledatabase database Coupon CouponIndustry ranges between 5-10% redemptions on Mobile offers & coupons Quantifiable Return on this direct media! Investment to send 1000 messages to Database? $50 ROI on even 40 people scheduling service or buying a vehicle? $100 Average additional transaction X 40? $4,000
The Mobile World 101 3 Ways to Get an Opt-in To: 28748 1. Get the potential customers to Text (KEYWORD) to MSG: MYFORD SHORTCODE (28748). a. Virtual Business Cards – Environmentally Friendly b. Combine with Traditional engagements c. Use in Social Networks 2. Add the Mobile “Opt-in” Option to your current Website a. Deliver Inventory Updates Direct b. VIP Maintenance Offers 3. Engage Current Buyers Your clients sign a agreements to buy. Add the mobile opt-in verbiage, and upload every client into your mobile database.
Virtual Business Cards (or V-Cards as we call them) Customer that texts – is entered into database We use Virtual Business Cards, that are environmentally friendly. Text GARY to 28748 Gary McClure: Toyota of Olathe p. 1 (816) 555-5555 e. firstname.lastname@example.org See our inventory, http://toyotaolath.com Reply STOP 2end BONUS: dealership employee gets an instant Text message with thePhone number of the potential client right to his/her cell-phone instantly. Lead can then be followed up with for increased conversions!
Smart Updates? Smart Savings? Text BASEBALL to 72727 for $30 OFFText SMART to 72727 $2,000 Rebate Today Updates on Inventory? Text VENZA to 72727 Inventory Updates Text TOYOTA to 72727 72727 Text CAMARO to
LEAD GENERATIONNEW CLIENTS 28748 Toyota: You are entered for a chance to win! Reply with your email for an additional entry. Reply STOP 2 quit, help 4 help
When Customers sign Purchase order, they are automatically entered Capture Current Customers when they sign their service agreement; Automatically upload them into the database and issue out a reminder text- message 90 days later to increase the frequency of the transactions. Purchase agreement! By signing this agreement authorizes Big Johns Auto-mall to send You updates and offers direct to your mobile phone. Up to 3 messages 28748 Per month, standard text message rates apply, reply STOP 2 quit at any- Time. Hogan Tire: $5 OFF your next oil change with coupon code MB 2433, watch for future savings direct from us. Mobile Phone Number Reply STOP 2 end required I authorize Big John’s to send me Mobile Exclusive Offers and Specials Now Market Service Offers direct to their hand-held Devices in the future.
Capture W Traffic into eb Database! 28748 Molle Chevroley: $1,000 OFF your vehicle purchase this month only on any Certified Pre-Owned vehicles. Show message to redeem, exp. 3.28.11 Reply STOP 2 end Get an Instant $1,000 OFF Your Vehicle Mobile ONLY Coupon! Enter Mobile Number Donate NOW! Mobile Coupon will be sent Right to your phone instantly!
Send Promotions to your Database to do More Than Just Coupon! • Increase Social Network Followers • Capture Email • More Transactions per year • Support Causes 28748 28748 28748Seattle Toyota has a VIP Oil Panchero’s OFF Cards are mile, 15% Gift any 50,000Special on Facebook, Follow us the best gift! Click here and week or 75,000 service thisNOW and see how we love To complete your entry to be finished shopping. only, call 816-555-5555 oryou. Reply STOP 2quit win a FREE Oil Changes for http://xmaspanch.wap click a year reply with your email Reply STOP 2quit http://servicemolle.com address and watch for more Reply STOP 2quit great deals!
Promotions MatchOrganization Objectives Deliver Video Right to your 72727 Interested Clients Phones! John’s Ford: See our F-250 Premium package only offered this weekend. Video of the options right to your phone, click http://bit.ly to see. Reply STOP 2 quit
Utilize Databases Based on Who They Are! Frequency of Messages 1 per month 2 per month Current Client Potential Client Title slide Current Client Potential Client Database Database Database Database Send Messages that Match Objectives:Drive Social Network Behavior Lead Mine for New BusinessCapture Email for additional Touch Point Grow Brand AwarenessCreate FWD 2 Friend Opportunities Convert LeadsDrive additional transactions Send Premium OffersDrive Awareness of New Products Capture emailGROW TOMA And more…And more… Leverage Mobile for Big Profits
Text Appointment Notification! 72727 Brandon, Just a reminder that your 25,000 mile service is scheduled for tomorrow at 2:00pm, reply to this message if you can’t make it and we can reschedule, or call 555-555-5555 Donate NOW! Enter Mobile Number
Contact Us Today! www.HipChime.com Gary Mc Clure Phone. 503.489.9090 Text GARY to 28748 email@example.com