The document discusses the challenges that small businesses face with traditional marketing methods and how mobile marketing can help address these challenges. It notes that mobile marketing through text/SMS provides high open rates, engagement, and measurability compared to other channels. The document provides examples of how businesses can use text messaging to reduce no-shows, drive foot traffic, manage inventory, and increase average order value. It also offers tips for crafting effective text messages and guidelines for when to send messages to avoid being pushy.

1. NEXT GENERATION
TEXT MESSAGE MARKETING
www.modigitale.com

2. The problem of marketing…
• Television ad spend down 12% year on year
• Direct marketing still below 0.9% response
• High cost of production and distribution
• ROI difficult to measure
• Radio – High coverage/low response
• Online advertising – Wide use, complex for small business
• Social media – Wide coverage/high cost to
serve/questionable ROI
• Email marketing – Open and click through rates are in
decline
• Text Marketing – High coverage/non-engaging

3. Small businesses are struggling to find easy
to use, efficient and cost effective ways to
engage their audience.

4. Mobile marketing is the dominant choice
for communicating with new and current
customers.
We use this channel to incorporate highly
engaging and personalized content. We
also integrate marketing automation,
without the spam, and with the speed and
high open rates of Text/SMS.

5. Why does mobile work for small business
• Instant communications – text is read between 1 – 3 minutes of receipt
• 97+% open rates for SMS versus <19% for email
• Highly engaging communications – video, images, animations etc…
• Data capture for audience profiling and remarketing
• ROI is measurable
• Easy entry into mobile marketing for any business

6. SMS OFFERS DYNAMIC
CONTENT
Hi Bill, the new
Silverado has just
arrived. Click
mbit.ly/uje1 to
arrange your test
drive and win the
keys to the new 2014
Silverado. Txt STP to
STOP or HELP to
72000. Msg&data
rates may apply.
Highly engaging
Instant response
Dynamic content
No SPAM
Data collection
Intelligent

7. New Silverado has
just arrived. Text YES
for a chance to win
the keys to the new
2014 Silverado. Txt
STP to STOP or
HELP to 72000.
Msg&data rates may
apply.
Would this inspire you to take action?

8. Hi Bill, the new Silverado
has just arrived. Click
mbit.ly/uje1 to arrange
your test drive and win the
keys to the new 2014
Silverado. Txt STP to
STOP or HELP to 72000.
Msg&data rates may
apply.
…or would this?

9. SMS MARKETING IS PERFECT
FOR
Retail
Café’s & Restaurants
Real Estate
Church groups
Clubs and Teams
Radio and TV
Politics
Speakers
Schools/University
Fitness
Small Business

10. INTELLIGENT
DESIGNS
AND FORMS
(Only until
Great to see that you
want to get fit, Click
mbit.ly/a4s to receive
our information pack.
2txt msgs/mnth from
Body Fit or reply Y to
opt in. Msg&data rates
may apply. If this
message reached you
in error or to
unsubscribe, reply
STOP. For terms click
mbit.ly/a4s
Ts & Cs SPAM Policy Privacy
Send me the
information pack
Ts & Cs SPAM Policy PrivacyUnsubscribe

11. INTEGRATION

12. CONTACT MANAGER

13. REPORTING

14. How to reach audience without being pushy
Consider the times of day that your mobile audience is on their phone
• No one likes Mondays
• Avoid rush hour: Since it is text messaging, people cannot read or engage with a text
message during common rush hours, typically 6:30 a.m. – 8:30 a.m. and 4 p.m. – 7 p.m. local
time.
• Be respectful: Not too early in the morning and not too late at night.
• Go local: Always keep local time zones in mind.
• Breaking news trumps all: The bigger the news, the more lenient you can be with messaging
outside of “mobile business hours.”
• Appointment reminders: Should be sent at least 24 hours before the appointment and
contain all necessary information.
• Ongoing reminder messages: Daily/monthly reminders on any subject such as football score
alerts on Friday evening.
• Drive midday foot traffic: Send out your blast at 11:30 a.m. local time to catch those who
are making lunch plans.

15. How to reach audience without being pushy
• Drive in-store weekend foot traffic: Thursdays are popular dates to send text
messages with strong response rates and Fridays between 2 p.m. - 5 p.m.
• Info for upcoming events: RSVPs, directions and other logistics.
• Seasonal and holiday messaging.
• Send electronic receipts: Drive additional action by including a link to view other
specials or products to drive more sales and interest.
• Send shipping alerts: Use SMS or MMS messages to send shipping and delivery
confirmations. This will help build a trusting relationship with your consumer.
• Always be testing: Time test your message in rolling time zones, different
geographic areas and improve content as you see fit.

16. Examples of what to say in 160 characters or less
Reduce no shows:
CLIENT: This is a reminder of your appointment with CLIENT NAME at 2pm
today. Reply CANCEL to cancel and CONFIRM to confirm.
Msg&DataRatesMayApply.
CLIENT: This is a reminder of your appointment with CLIENT NAME at 2pm
today. Call xxx-xxx-xxxx if you have to cancel. Msg&DataRatesMayApply. Fill
Appointment/Time Slot Openings
CLIENT: We have 2 tee times, 11am and 2pm. Save $10 on green fee’s for these
times when calling XXX-XXX-XXX. Msg&DataRatesMayApply. STOP 2 end.
CLIENT: Get a free lotion when you book your tanning appointment today
between 2-4pm. Book at url.com or XXX-XXX-XXXX. STOP 2 end.

17. Examples of what to say in 160 characters or less
Drive Foot Traffic & Sales
CLIENT: Memorial day sale in-store only. Save up to 50% now-5/29.
Msg&DataRatesMayApply. Txt STOP 2 end.
Manage Inventory: New Products and Expiring Goods
CLIENT: Check out our NEW BBQ Chicken Pizza tonight. Free drink when you try it.
Msg&DataRatesMayApply. Txt STOP 2 end.
CLIENT: Blowout sale on all jeans Fri-Sun! Great savings, great styles. Visit your nearest
store: url.com. Msg&DataRatesMayApply. Txt STOP 2 end.
Increase Average Order Value
CLIENT: Get $15 off when you spend $75 or more this weekend only. Shop now at
url.com or at your nearest store. Msg&DataRatesMayApply. Txt STOP 2 end.
CLIENT: Get $15 off when you spend $75 or more this weekend only. Code: ABC123.
Shop now at url.com or at your nearest store. Msg&DataRatesMayApply. Txt STOP 2
end.

18. NEXT GENERATION
MOBILE MARETING