Creating SMS Marketing Campaign (SqueezeMobillionaire)

SqueezeMobillionaire
Training Series

 SMS Marketing
– Dos and Don’ts
TODAY’S TOPIC

1. How to Create Your
Message
2. SMS Marketing
Campaign Samples
3. What Makes a
Promotion Work
OBJECTIVES

Connecting with
consumers when they’re
on the go is more
important than ever and
SMS marketing can be a
highly effective technique
CREATING YOUR MESSAGE

Here are 5 tips for writing
marketing texts that get
read and produce results
CREATING YOUR MESSAGE

 Laser-focused
 No room for fluff in
mobile marketing
 Know your target
audience and speak
directly to it
TIP #1: BE BRIEF AND
FOCUSED

 Leave out extaneous
details
 Describe only how to
take advantage of your
offer
TIP #1: BE BRIEF AND
FOCUSED

 If your message looks
like spam, consumers
will delete it
 It is critical to leave out
anything that is too
slick or promotional
TIP #2: AVOID HYPE SLANG
ABBREVIATIONS

 That includes marketing
hype like “amazing”
offers, slang and
abbreviations which
can destroy your
campaign
TIP #2: AVOID HYPE SLANG
ABBREVIATIONS

 No one wants to
receive texts from a
company unless the
messages offer
something of value
TIP #3: OFFER SOMETHING OF
IMMEDIATE VALUE

 Because SMS is
instantaneous, you
should include real-
time offers
IMMEDIATE VALUE

 Message should
describe benefits of
acting now
IMMEDIATE VALUE

 How often do you
receive a text that
doesn’t identify the
company?
TIP #4: IDENTIFY YOURSELF

 Most of the time you
will just see a phone
number you don’t
recognize

 How many times have
you just deleted those
anonymous messages?

 It is important you
clearly identify your
business or brand to
avoid getting the spam
treatment

 Don’t clutter
consumer’s text
message inbox with
offers and news they
could easily get in the
store.
TIP #5: MAKE CONSUMERS
FEEL SPECIAL

 Instead make recipients
of your text feel they
are special and have
qualified for an
exclusive promo
FEEL SPECIAL

 Otherwise they will just
opt-out of receiving
texts from you
FEEL SPECIAL

SAMPLES OF
SMS MARKETING MESSAGES

Sample 1:
Amazing prices at
www.abcbags.com
almost 2G2BT. Miss these
prices AYOR.
BAD SAMPLES

Sample 2:
Hey! Did you see this
sale? www.abcbags.com.
Gotta get your bag before
it’s too late.
BAD SAMPLES

What’s wrong with the
last 2 messages?
BAD SAMPLES

 Texts include hype
 Slang
 Abbreviations
BAD SAMPLES

 These can hurt your
campaign
BAD SAMPLES

Sample 1:
50% off all leather laptop
bags at www.abcbags.com
for the next 48 hours only.
Use coupon code
HALFOFFTEXT at checkout.
GOOD SAMPLES

Sample 2:
ABC Bags 50% off leather laptop bags
through 3/31/12. Show this message to
store manager to get half off. Find a store:
www.abcbags.com/locations.
GOOD SAMPLES

What makes these two
messages work?
GOOD SAMPLES

 Offer is clearly stated
with clear call-to-action
 Provides sense of value,
timeliness, exclusivity
GOOD SAMPLES

 Message creates a
sense of urgency
GOOD SAMPLES

 Finding the right
messages for your
audience takes time
and experimentation
THINGS TO REMEMBER

Coca Cola
Coca Cola were sued by a
customer when their SMS
marketing campaign
message failed to include
an opt-out facility
THINGS NOT TO FOLLOW

Coca Cola
Despite a customer
texting ‘stop’ to the Coke
shortcode, the customer
continued to receive
messages

Coca Cola
For a corporate giant like
Coke costs are not a
problem but for regular
businesses a similar
lawsuit is damaging

Lesson
Always include an opt-
out

Frijj
Frijj is a milkshake brand
that is popular with young
people

Frijj
On the bottle was a small
call-to-action: “text us,
and get our company
intern (Warren) to ‘do
something’.”

Frijj
To participate in the
competition, participants
had to find a code on the
bottom of the bottle

Frijj
Then text that plus an
additional codeword, to a
shortcode

Lesson
Keep it simple

Lesson
Make your call to action
simple to understand and
execute

Lesson
Every time you add a
layer – multiple steps,
keywords – you’re just
making it harder for
people to reach you

Ford
Ford ran an campaign
inviting viewers to text a
shortcode to learn more
about their latest model
and other offers

Ford
After customers text, the autoresponder
just sent out a pretty bland message
detailing financing offer and a phone
number of a dealer

Ford
Two weeks later – same
message. Two weeks after
that – same message.
Another two weeks –
guess what?

Lesson
Quality over quantity

Lesson
While not technically
spamming, it is just as
annoying

Pampers
In 2011, they ran a list-
generating campaign to
encourage customers to
sign up to their mailing list
and receive rewards

Pampers
To do this, they stuck a
sticker into their product
packaging. The sticker
instructed the reader in
tiny writing that if they…

Pampers
Wished to benefit from
rewards they should text
the 15 digit reference to a
shortcode number

Pampers
The reply they received was: “Sorry, we
couldn’t find your mobile number. Please
enter your email address. Msg&data rates
may apply. reply STOP 2 quit, HELP 4help &
T&Cs”

Pampers
Obviously you are going to send over your email,
to which Pampers replied: “Sorry, we could not
find your email @ Pampers GTG. Please register
at pampers.com. Msg&data rates may apply.
reply STOP 2 quit, HELP 4help”

Pampers
So customers would go
to the website and
found a long data-entry
form asking for more
information.

Pampers
What do you think
customers did?

Lesson
You want customers
signing up as soon as
possible

Orange
Orange is a mobile
network operator who, six
years ago, began an SMS
campaign
THINGS TO FOLLOW

Orange
that was designed to benefit Orange
customers, but was in fact, so unbelievably
successful that it actually ended up
changing the habits of consumers
regardless of their mobile phone provider.
THINGS TO FOLLOW

Orange
“Orange Wednesday” gave
customers 2 for the price of
1 on cinema tickets when
they requested a code, via
SMS, from Orange
THINGS TO FOLLOW

Orange
This greatly increased
customer retention
THINGS TO FOLLOW

Lesson
Make it memorable
THINGS TO FOLLOW

Lesson
Campaign worked because
it was a good offer and
relevant to the customer
THINGS TO FOLLOW

Lesson
More importantly it was
memorable since practically
everyone knows what
“Orange Wednesday” is
THINGS TO FOLLOW

BMW
BMW Germany ran a
campaign highlighting the
necessity of winter tires.
THINGS TO FOLLOW

BMW
They sent an MMS to everyone who had
bought a BMW that year, with a picture of
the car they bought, in the color they
bought it in, with the tires – and reminded
customers of the requirement
THINGS TO FOLLOW

BMW
There was a 30% uptake
in sales
THINGS TO FOLLOW

Lesson
Personalize it
THINGS TO FOLLOW

Lesson
By personalizing messages,
sending the MMS, BMW built
a marketing message that was
personal and relevant
THINGS TO FOLLOW

Dylon: Color Catcher
Dylon are a fabric care
company who specialize in
fabric dye and clothing
care products.
THINGS TO FOLLOW

Dylon promoted one of
their products -Colour
Catcher- via SMS
THINGS TO FOLLOW

They ran a series of
adverts on TV offering a
free sample so that
consumers could see how
well the product worked.
THINGS TO FOLLOW

They had anticipated
sending out around 4,000
samples.
THINGS TO FOLLOW

In the end they were able
to give out over 34,000
samples
THINGS TO FOLLOW

What makes this
campaign interesting is
Dylon’s decision to use
different keywords for the
inbound SMS
THINGS TO FOLLOW

So, they were able to tell what
the take up was in different
areas of the country- and
refine subsequent campaigns
accordingly.
THINGS TO FOLLOW

Lesson
TARGET
THINGS TO FOLLOW

Lesson
By using different keywords,
they were able to track where
their customer base is most
concentrated
THINGS TO FOLLOW

Walkers
Walkers make crisps
(delicious crisps) and in
2009 ran a promotional
campaign using SMS
marketing.
THINGS TO FOLLOW

Walkers
Walkers gave away an
iPod every hour to people
who texted a code shown
on their crisp packets.
THINGS TO FOLLOW

Walkers
Aside from dishing out the
prizes to the winners,
Walkers’ campaign is
interesting because they
also replied to the losers.
THINGS TO FOLLOW

Walkers
On one day, they sent the message ‘Did you
know that 34% of the winners yesterday
came from Barbecue Beef?’ – and the next
day, 78% of the entrants came from that
flavour.
THINGS TO FOLLOW

Lesson
Reply!
THINGS TO FOLLOW

Lesson
All they did was text back
THINGS TO FOLLOW

Lesson
We expect it from family, friends and
colleagues. Why shouldn’t we expect it
from a company who wants us to buy
their stuff?
THINGS TO FOLLOW

Lesson
For Walkers, the reply
was all it took to generate
an increase in sales
within 24 hours
THINGS TO FOLLOW

Lesson
Turn your campaigns into
conversations – text back
THINGS TO FOLLOW

 Always include an opt-
out
 Keep it simple
 Quality over quantity
 Be helpful
VALUABLE LESSONS

 Make it memorable
 Personalize
 Target
 And Reply
VALUABLE LESSONS

Let’s look at a Promotion
and point out a few
things that could improve
their SMS marketing
campaign
BEFORE AND AFTER

Let’s take for example a
Restaurant and Lounge
business
BEFORE AND AFTER

Promotion Before
“All draft beer only $2 on Wednesday,
Karaoke starts at 9pm come sing & get a
chance to win dinner for 2. Show your
server this txt for $2 drafts”
BEFORE AND AFTER

Let’s see what’s wrong
with this campaign
BEFORE AND AFTER

 Call to Action
Make sure to
communicate a clear
primary call to action in
the SMS promotion
BEFORE AND AFTER

 Call to Action
Subscribers should be
able to redeem the text
without coupon
questions
BEFORE AND AFTER

 Make it Exclusive
Reinforce exclusivity –
make it known that no
one else has access to
your mobile coupons
BEFORE AND AFTER

 Abbreviate
Appropriately
Typical shortened words
work, ambiguous chat
language does not
BEFORE AND AFTER

 Respect time sensitivity
Promote the day of the
special, not days before
BEFORE AND AFTER

Promotion After
“Draft beer is only $2 all day today – simply
show this text! Karaoke starts at 9pm, so
come sing and enjoy the bang for your
buck!”
BEFORE AND AFTER

There are many different
channels out there that
people are using to
promote their products
and offers
SMS MARKETING

But the most effective is
SMS because you don’t
only get smartphone
traffic but also those
using feature phones
SMS MARKETING

A lot of companies are
incorporating SMS
marketing
SMS MARKETING

With SMS marketing you
can continue to build a
relationship with your
customers
SMS MARKETING

Any Questions?
QUESTIONS AND FEEDBACK

Did you guys enjoy the
session?

Have a Good Day and
Take Care Everybody
See You Next Time!

Creating SMS Marketing Campaign (SqueezeMobillionaire)

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