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Do's and Don'ts in SMS Marketing (SqueezeMobillionaire)
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- 2. SMS Marketing –Dos and Don’ts TODAY’S TOPIC
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- 4. 1. How toCreate Your Message 2. SMS Marketing Campaign Samples 3. What Makes a Promotion Work OBJECTIVES
- 5. Connecting with consumers whenthey’re on the go is more important than ever and SMS marketing can be a highly effective technique CREATING YOUR MESSAGE
- 6. Here are 5tips for writing marketing texts that get read and produce results CREATING YOUR MESSAGE
- 7. Laser-focused Noroom for fluff in mobile marketing Know your target audience and speak directly to it TIP #1: BE BRIEF AND FOCUSED
- 8. Leave outextaneous details Describe only how to take advantage of your offer TIP #1: BE BRIEF AND FOCUSED
- 9. If yourmessage 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
- 10. That includesmarketing hype like “amazing” offers, slang and abbreviations which can destroy your campaign TIP #2: AVOID HYPE SLANG ABBREVIATIONS
- 11. No onewants to receive texts from a company unless the messages offer something of value TIP #3: OFFER SOMETHING OF IMMEDIATE VALUE
- 12. Because SMSis instantaneous, you should include real- time offers TIP #3: OFFER SOMETHING OF IMMEDIATE VALUE
- 13. Message should describebenefits of acting now TIP #3: OFFER SOMETHING OF IMMEDIATE VALUE
- 14. How oftendo you receive a text that doesn’t identify the company? TIP #4: IDENTIFY YOURSELF
- 15. Most ofthe time you will just see a phone number you don’t recognize TIP #4: IDENTIFY YOURSELF
- 16. How manytimes have you just deleted those anonymous messages? TIP #4: IDENTIFY YOURSELF
- 17. It isimportant you clearly identify your business or brand to avoid getting the spam treatment TIP #4: IDENTIFY YOURSELF
- 18. Don’t clutter consumer’stext message inbox with offers and news they could easily get in the store. TIP #5: MAKE CONSUMERS FEEL SPECIAL
- 19. Instead makerecipients of your text feel they are special and have qualified for an exclusive promo TIP #5: MAKE CONSUMERS FEEL SPECIAL
- 20. Otherwise theywill just opt-out of receiving texts from you TIP #5: MAKE CONSUMERS FEEL SPECIAL
- 21. SAMPLES OF SMS MARKETINGMESSAGES
- 22. Sample 1: Amazing pricesat www.abcbags.com almost 2G2BT. Miss these prices AYOR. BAD SAMPLES
- 23. Sample 2: Hey! Didyou see this sale? www.abcbags.com. Gotta get your bag before it’s too late. BAD SAMPLES
- 24. What’s wrong withthe last 2 messages? BAD SAMPLES
- 25. Texts includehype Slang Abbreviations BAD SAMPLES
- 26. These canhurt your campaign BAD SAMPLES
- 27. Sample 1: 50% offall leather laptop bags at www.abcbags.com for the next 48 hours only. Use coupon code HALFOFFTEXT at checkout. GOOD SAMPLES
- 28. Sample 2: ABC Bags50% 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
- 29. What makes thesetwo messages work? GOOD SAMPLES
- 30. Offer isclearly stated with clear call-to-action Provides sense of value, timeliness, exclusivity GOOD SAMPLES
- 31. Message createsa sense of urgency GOOD SAMPLES
- 32. Finding theright messages for your audience takes time and experimentation THINGS TO REMEMBER
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- 34. Coca Cola Coca Colawere sued by a customer when their SMS marketing campaign message failed to include an opt-out facility THINGS NOT TO FOLLOW
- 35. Coca Cola Despite acustomer texting ‘stop’ to the Coke shortcode, the customer continued to receive messages THINGS NOT TO FOLLOW
- 36. Coca Cola For acorporate giant like Coke costs are not a problem but for regular businesses a similar lawsuit is damaging THINGS NOT TO FOLLOW
- 37. Lesson Always include anopt- out THINGS NOT TO FOLLOW
- 38. Frijj Frijj is amilkshake brand that is popular with young people THINGS NOT TO FOLLOW
- 39. Frijj On the bottlewas a small call-to-action: “text us, and get our company intern (Warren) to ‘do something’.” THINGS NOT TO FOLLOW
- 40. Frijj To participate inthe competition, participants had to find a code on the bottom of the bottle THINGS NOT TO FOLLOW
- 41. Frijj Then text thatplus an additional codeword, to a shortcode THINGS NOT TO FOLLOW
- 42. Lesson Keep it simple THINGSNOT TO FOLLOW
- 43. Lesson Make your callto action simple to understand and execute THINGS NOT TO FOLLOW
- 44. Lesson Every time youadd a layer – multiple steps, keywords – you’re just making it harder for people to reach you THINGS NOT TO FOLLOW
- 45. Ford Ford ran ancampaign inviting viewers to text a shortcode to learn more about their latest model and other offers THINGS NOT TO FOLLOW
- 46. Ford After customers text,the autoresponder just sent out a pretty bland message detailing financing offer and a phone number of a dealer THINGS NOT TO FOLLOW
- 47. Ford Two weeks later– same message. Two weeks after that – same message. Another two weeks – guess what? THINGS NOT TO FOLLOW
- 48. Lesson Quality over quantity THINGSNOT TO FOLLOW
- 49. Lesson While not technically spamming,it is just as annoying THINGS NOT TO FOLLOW
- 50. Pampers In 2011, theyran a list- generating campaign to encourage customers to sign up to their mailing list and receive rewards THINGS NOT TO FOLLOW
- 51. Pampers To do this,they stuck a sticker into their product packaging. The sticker instructed the reader in tiny writing that if they… THINGS NOT TO FOLLOW
- 52. Pampers Wished to benefitfrom rewards they should text the 15 digit reference to a shortcode number THINGS NOT TO FOLLOW
- 53. Pampers The reply theyreceived 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” THINGS NOT TO FOLLOW
- 54. Pampers Obviously you aregoing 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” THINGS NOT TO FOLLOW
- 55. Pampers So customers wouldgo to the website and found a long data-entry form asking for more information. THINGS NOT TO FOLLOW
- 56. Pampers What do youthink customers did? THINGS NOT TO FOLLOW
- 57. Lesson You want customers signingup as soon as possible THINGS NOT TO FOLLOW
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- 59. Orange Orange is amobile network operator who, six years ago, began an SMS campaign THINGS TO FOLLOW
- 60. Orange that was designedto 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
- 61. Orange “Orange Wednesday” gave customers2 for the price of 1 on cinema tickets when they requested a code, via SMS, from Orange THINGS TO FOLLOW
- 62. Orange This greatly increased customerretention THINGS TO FOLLOW
- 63. Lesson Make it memorable THINGSTO FOLLOW
- 64. Lesson Campaign worked because itwas a good offer and relevant to the customer THINGS TO FOLLOW
- 65. Lesson More importantly itwas memorable since practically everyone knows what “Orange Wednesday” is THINGS TO FOLLOW
- 66. BMW BMW Germany rana campaign highlighting the necessity of winter tires. THINGS TO FOLLOW
- 67. BMW They sent anMMS 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
- 68. BMW There was a30% uptake in sales THINGS TO FOLLOW
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- 70. Lesson By personalizing messages, sendingthe MMS, BMW built a marketing message that was personal and relevant THINGS TO FOLLOW
- 71. Dylon: Color Catcher Dylonare a fabric care company who specialize in fabric dye and clothing care products. THINGS TO FOLLOW
- 72. Dylon: Color Catcher Dylonpromoted one of their products -Colour Catcher- via SMS THINGS TO FOLLOW
- 73. Dylon: Color Catcher Theyran a series of adverts on TV offering a free sample so that consumers could see how well the product worked. THINGS TO FOLLOW
- 74. Dylon: Color Catcher Theyhad anticipated sending out around 4,000 samples. THINGS TO FOLLOW
- 75. Dylon: Color Catcher Inthe end they were able to give out over 34,000 samples THINGS TO FOLLOW
- 76. Dylon: Color Catcher Whatmakes this campaign interesting is Dylon’s decision to use different keywords for the inbound SMS THINGS TO FOLLOW
- 77. Dylon: Color Catcher 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
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- 79. Lesson By using differentkeywords, they were able to track where their customer base is most concentrated THINGS TO FOLLOW
- 80. Walkers Walkers make crisps (deliciouscrisps) and in 2009 ran a promotional campaign using SMS marketing. THINGS TO FOLLOW
- 81. Walkers Walkers gave awayan iPod every hour to people who texted a code shown on their crisp packets. THINGS TO FOLLOW
- 82. Walkers Aside from dishingout the prizes to the winners, Walkers’ campaign is interesting because they also replied to the losers. THINGS TO FOLLOW
- 83. 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
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- 85. Lesson All they didwas text back THINGS TO FOLLOW
- 86. Lesson We expect itfrom family, friends and colleagues. Why shouldn’t we expect it from a company who wants us to buy their stuff? THINGS TO FOLLOW
- 87. Lesson For Walkers, thereply was all it took to generate an increase in sales within 24 hours THINGS TO FOLLOW
- 88. Lesson Turn your campaignsinto conversations – text back THINGS TO FOLLOW
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- 90. Always includean opt- out Keep it simple Quality over quantity Be helpful VALUABLE LESSONS
- 91. Make itmemorable Personalize Target And Reply VALUABLE LESSONS
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- 93. Let’s look ata Promotion and point out a few things that could improve their SMS marketing campaign BEFORE AND AFTER
- 94. Let’s take forexample a Restaurant and Lounge business BEFORE AND AFTER
- 95. Promotion Before “All draftbeer 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
- 96. Let’s see what’swrong with this campaign BEFORE AND AFTER
- 97. Call toAction Make sure to communicate a clear primary call to action in the SMS promotion BEFORE AND AFTER
- 98. Call toAction Subscribers should be able to redeem the text without coupon questions BEFORE AND AFTER
- 99. Make itExclusive Reinforce exclusivity – make it known that no one else has access to your mobile coupons BEFORE AND AFTER
- 100. Abbreviate Appropriately Typical shortenedwords work, ambiguous chat language does not BEFORE AND AFTER
- 101. Respect timesensitivity Promote the day of the special, not days before BEFORE AND AFTER
- 102. Promotion After “Draft beeris 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
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- 104. There are manydifferent channels out there that people are using to promote their products and offers SMS MARKETING
- 105. But the mosteffective is SMS because you don’t only get smartphone traffic but also those using feature phones SMS MARKETING
- 106. A lot ofcompanies are incorporating SMS marketing SMS MARKETING
- 107. With SMS marketingyou can continue to build a relationship with your customers SMS MARKETING
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- 109. Did you guysenjoy the session? QUESTIONS AND FEEDBACK
- 110. Have a GoodDay and Take Care Everybody See You Next Time! QUESTIONS AND FEEDBACK