This document discusses strategies for generating high response rates through mobile advertising campaigns. It provides examples of campaigns that achieved response rates of 30% or higher by engaging customers through relevant, ongoing conversations rather than one-time advertisements. Specifically, it emphasizes the importance of obtaining customer opt-ins, building profiles to send personalized messages, focusing on interests to drive responses, and demonstrating value to customers through informative case studies.

1. Secrets Behind Generating
25% Response Rates
Thomas Labarthe, Vice President Mobile Advertising, Alcatel-Lucent
October 3, 2011
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2. Business as usual
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3. The business of engagement
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4. 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
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5. It starts with the
Opt-In
Source: Flickr, Yes South London
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6. Once we have Permission
we need to build Profiles
and Preferences
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7. Preferences require
constant fine tuning
to remain relevant
Image: Marcus Penna
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8. 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
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9. Keep it relevant
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10. 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
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11. 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
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12. 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
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13. 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
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14. Demonstrate Value
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15. 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
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16. 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
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17. 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
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18. 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
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19. 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
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20. Thank You
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