Pbm optism thomas_labarthe

Secrets Behind Generating
25% Response Rates
Thomas Labarthe, Vice President Mobile Advertising, Alcatel-Lucent
October 3, 2011

All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL

Business as usual

2

The business of engagement

3

Engagement through conversations lead to long term relationships
Consumers’
Consumers’ Engagement
Engagement

Traditional model

“THE NEXT BIG
THING !”

Dialogue Dialogue Dialogue Dialogue Dialogue
Campaign Campaign 1 2 … 23 24
#1 #2 Year X
Year X

On-going conversation
• Occasional touch points
• Fragmented engagement
• Low interactivity • High interactivity through Dialogue
• Re-engage with audience from previous campaigns

Adapted from: mobileSQUARED
4

It starts with the
Opt-In

Source: Flickr, Yes South London

Once we have Permission
we need to build Profiles
and Preferences


Preferences require
constant fine tuning
to remain relevant

Image: Marcus Penna

Creating engaged audiences – the results (EMEA Deployment)

16% Opt-in rate based on basic SMS invitation – without reward

50,000 Opted-in within first 10 days of soft launch

1,000,000 Opted-in during a 2 month period

1,800,000 Opted-in since launch

Average response rate to Dialogue campaigns
30% Maximum 55% to date

8

Keep it relevant

9

Visa Case Study
Did you know that using your
VISA Debit card at any store • Encourage use of Visa debit card while
gives you a chance to win
shopping
prizes up to 150,000LE?
Reply free of charge
•Targeted to Arabic speaking users
1=Yes Over 25
2=No

• Sent just before the Weekend

• Text Dialogue was used for the campaign
format

10

Make sure to use your VISA Using VISA Debit card at any
Debit card this weekend for all store gives you a chance to
your purchases for a chance to win prizes! To get one contact
win prizes! your bank now!
visamiddleeast.com visamiddleeast.com

Reply Reply
1 2

11

Response Rate / Hour Based on Relevance

Insights
• Different behaviour
patterns between the Low
Spenders & High Spenders

• Low Spenders were more
active with the campaign
across every hour of the day

• Time of day matters more
for High Spenders

Low Spenders High Spenders
12

Interests Drive Responses

Insight
• Higher Response Rates on
Business, Culture,
Entertainment, Family,
Special Offers, Travel

• Lowest Response Rates for
Cars, Fashion, Sports

• New insight for brand on
users interested in Music
and Technology

• The response rates are
always consistent with the
Low Spenders & High
Spenders segmentation

Low Spenders High Spenders
13

Demonstrate Value

14

Volkswagen Case Study
The new VW Touareg has
been unleashed by Universal
Motors. Do you want to know
more? • Raise Awareness that the new Volkswagen
Touareg is available for sale
1= Yes 2= No
Reply for free • Targeted to people interested in Cars

• Leveraging Text Dialogue format

• Completely free to reply

15

Campaign Results
The redesign of the VW
Touareg comes with optimised
engines, new interior, faster,
30% responded to the campaign lighter and easier to handle
call Universal Motors on
0302243434 for inquiry
90% of all respondents wanted more
information

35 – 50 and over 50s were most
responsive

Males and Females were equally
responsive

16

adidas Predator
Do you know which star from
Real Madrid made his choice Case Study
to play with the new adidas
Predator shoe? Reply for free • Raise awareness of the new adidas
1=yes
Predator shoe
2=no

• Targeted to Arabic and English speaking
users Under 50, Males and interested in
Sport

• Rich Dialogue was used for the campaign
format

17

Campaign Results
Do you know which star from
Real Madrid made his choice
• 27% to play with 19% (English) responded
(Arabic), the new Adidas
Predator shoe? Reply for free
to the campaign
1=yes
2=no
• 15-24s were most responsive (35.5%) You knew it was Kaka? "Own
the Game" and visit adidas
stores now for the new shoe
• 73% of Arabic speakers learned about
collection of adipower
adidas’ sponsorship of Kakà Predator

18

Formula for consistent response rates

• Foundation of a strong opt-in database is based on trust and transparency
• Constant fine tuning of preferences is critical
• Keep people engaged with things they care about, when they care about it
• Provide value, be useful, campaign wording is everything

Want more insights?
Check out our Behind Closed Doors session 14:15 – 14:45
The Milkman is Back
Mihai Vlad, Head of Insight & Audience Management, Alcatel-Lucent


Thank You
www.optism.com

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