Mobile message marketing, or mobile marketing, allows businesses to communicate directly with customers via text messages on their mobile devices. It provides a preferred communication method for many consumers and has a high return on investment. Some key benefits include permission-based opt-in interactions, real-time relevant promotions, and the ability to reach over 270 million US cell phones. Legal restrictions require a double opt-in process to avoid sending unwanted messages. Forecasts show strong growth in mobile advertising spending and coupon redemptions in the coming years.

2. What is Mobile Message
Marketing?
 Permission-based marketing allowing
direct communication via text messages.
 A consumer controlled interaction between
a business entity and customer.
 A preferred means of communication as
indicated by the consumer.
 An improved communication process for
both the business and consumer.
 A spam-free type of communication.

3. Why choose Mobile Message
Marketing?
 Over 270 million cell phones in the U.S.
can receive text messages.*
 Over 87% penetration into U.S.
households*
 Delivers real-time relevant information
 Permission-based
 Opens another segment of customer base
that prefers text message communication.
 Highest ROI of any marketing media
*Neustar ROI study November 2009

4. More Reasons for Mobile
Message Marketing.
 Over $87 million generated from Mobile
couponing in 2009.*
 42% of adults 18-34 and 33% of 35-44
year olds are interested in getting opt-in
mobile alerts from their favorite places.*
 Study also showed 90% made impulse
purchase due to a sale.*
 *Mobile Marketer “Mobile Outlook 2010”

5. Legal Restrictions
 Legal restrictions surrounding
messaging can hinder businesses, so a
pull-strategy with double opt-in is the
best practice to avoid pushing unwanted
messages to consumers.*
 Using a web-based platform that
consumers type in their mobile device
numbers has led to several legal
actions.
 Mobile Marketer “Mobile Outlook 2010”

6. What is a pull-strategy?
 A pull-strategy means the customer
initiates the opt-in procedure from their
mobile device by sending a specified
text message to a specific short code.
 A short code is 5 or 6 digit phone
number.
 A double opt-in means the consumer
must perform 2 functions on their mobile
device to confirm they want to receive
mobile messaging from a specific entity.

7. What isn’t a pull-strategy?
 Web-based platforms that allow anyone
to type in a mobile device phone number
and authorize mobile message without a
double opt-in procedure.
 This type of platform opens a business
or entity up to legal liability of sending
unsolicited text messages.
 A system that requires only one text to
opt-in.

8. Desired Features of a Mobile
Marketing System
 Pull-strategy with double opt-in requirements
 Unlimited texting ability
 No per text charge
 No set up fee
 No per subscriber charge
 Programmable bounce and welcome texts.
 Contests
 Polling/surveys
 Scheduled text broadcasts
 Lead capturing ability
 MMS availability
 Consumer driven control
 Business access through website platform (Username & Password
protected)
 Opt-out option on every text sent

9. Undesirable Mobile Message
Marketing Features
 One text opt-in without double opt-in
procedure
 Web-based platform: no pull-strategy
 Set up fees
 Per text or tiered charges
 Per subscriber charges
 Limit on number of texts allowed per month
 Contract terms
 No opt-out option

10. How to Promote your System?
 Combine your Mobile Message
Marketing strategy with all your current
marketing efforts to solidify your
marketing efforts and extend the reach
of all marketing.
 Promote your opt-in procedures
everywhere you touch the public.
 Choose different strategies to promote
your Mobile Messaging Strategy.

11. Ways to Promote
 Join our Text Club for exclusive offers
 Text to Win or Enter our Contest
 Take a Survey
 Want to Save Money?
 Customer loyalty program
 Lead Capturer (Text your e-mail
address)
 For More information Text….to this….

12. How to Promote MMM
 Website
 Table Tents
 Brochures
 Flyers
 Menu Inserts
 Radio
 Television
 Yellow Pages
 Newspaper
 Magazines
 Banners
 Business Cards
 Social Media sites s
 E-Mail blasts
 Internal & External
Signage
 Vehicle Wraps
 PR releases

13. Benefits of Mobile Message
Marketing
 Branding
 Promotions
 Couponing
 Specials
 Events
 Customer loyalty
 Customer retention
 Informational
 Links
 Photos
 Cross-promoting
 Immediate response
 High Return on Investment
 Cost effective

14. Examples of MMM Strategies
 Armani has a text club only sales day, closed to the public, and
members have to show a text for entrance to a storewide 10% sale.
 Restaurant is slow on Tuesdays, sends a text for Tuesday only, save
50% off purchase of second entrée.
 DJ Service sends text to remind fans where they are performing on
Saturday.
 Retail store sends out texts to remind customers of Labor Day Sale.
 Large employer uses MMM to update sales force of up to date
information on the go.
 School uses MMM to notify parents of anything important.
 Newspaper ad converts business information to an electronic business
card on the consumers phone.
 Employment agency uses MMM for job inquiries and recruiting.
 Radio station has a text to win contest.
 Plumber uses MMM to get service contracts.
 Car dealership uses MMM to poll customers on favorite vehicle.

15. Mobile Message Marketing
Options
1. Register your own keyword with
aggregator
Average costs $500-1000 a month for keyword lease
Takes 4-9 months for registration.
Need a system to operate ($69-$299 a month)**
Pay a per-text charge for every text sent. (5-15 cents each)*
2. Register with a reseller
Get one keyword ($69-$509 a month)*
Pay a per-text charge for every text sent (5-15 cents each)*
Set-up fee*
Contract terms*
*iMobile Marketing
** at&t and Sumotext

16. Mobile Message Marketing
Options
3. Register with a Stand Alone Platform.
Instant registration.*
Includes 1 keyword.*
Uses a pull-strategy with double opt-in process.*
Unlimited texts.*
No per-text charges.*
No per subscriber charges.*
No set-up fee.*
No contract term.*
One flat-rate ($999.00 a year)*
* USText.org

17. Mobile Message Marketing
Forecasts
 In 2010, Yankee Group expects the number of
mobile coupons redeemed in North America to
rise tenfold, with triple-digit increases to follow
in 2011 and 2012.*
 According to Scarborough Research, 8% of
U.S. households currently acquire coupons via
text messages or email.*
 The average SMS (text message) response
rate typically ranges between 15% and 30%,
compared to 5% for email and 2.61% for direct
mail.**
*Mobile Marketer “Mobile Outlook 2010”
**Neustar “November 2009

18. U.S. Mobile Advertising
Spending
 2008 - $320 million
 2009 - $415 million
 2010 - $593 million
 2011 - $830 million
 2012 - $1.14 billion
 2013 - $1.56 billion*
*emarketer September 2009

19. Questions?
Are there any
questions about
Mobile Message
Marketing and what it
can do for your
business?

20. For More Information