driving sales, engagement & roi with text messaging
DESCRIPTION
Driving Sales, Engagement & ROI with Rich Media Mobile Messaging - complete with statistics and case studies that will blow your mind.TRANSCRIPT
Driving Sales, Engagement & ROI with Rich Media Mobile messaging
August 9, 11:00 AM PT – 12:00 PM PT
MMA Educational Series Sponsored by:
Today’s Agenda
•Why is mobile important for retailers?
•What goals can be achieved through mobile marketing?
•Why should you use MMS and SMS as a core component of
your mobile marketing?
•Charlotte Russe Case Study
•5 key takeaways to achieving better results from your
mobile marketing efforts
Let everyone know you’re joining in on this webinar! #MMAWeb
Today’s Speakers
Let everyone know you’re joining in on this webinar! #MMAWeb
Questions & Answers
Questions? You can ask them 3 different ways!
-Text WEBINAR + your question to 51515 -Type in the webinar chat box-Tweet using hashtag: #MMAWeb
Msg & data rates may apply.
Meet James Citron, CEO & Co-founder of Mogreet
3 Fun Facts about James:-Newlywed who used MMS to invite his guests to his wedding and created his wedding photo album with photos texted in by guests-Member of MMA Consumer Best Practices Committee & Mobile Video Committee-Sent his 1st text message using an Ericsson R250 in 1997
Get in touch! Text JAMES to 21534Msg & data charges may apply
Tweet your thoughts using #MMAWeb
Meet Paul Hollowell, Director of Marketing, Charlotte Russe
3 Fun Facts about Paul:-Has had the same mobile number since his first mobile phone (even after living in 5 different area codes!)-Texts over 50 times a day, but comes no where near using 250 minutes of calls a month-Started working as a Holiday season sales associate at Macy’s, and has been in retail ever since
Retailers’ Integrated Marketing Channel Mix
Retail Marketing
Touch Points
Where do you allocate your marketing budget? Text WEBINAR + your answer to 51515 or tweet #MMAWeb
What Retailers Want
Brand EngagementDatabase Growth
Loyalty Club/CRM
Online Traffic/Sales
In-Store Traffic/Sales
App Downloads
Mobile SiteTraffic
Cross Promotions
Social Sharing/Buzz
Tweet your thoughts using #MMAWeb
Using Mobile Messaging to Drive Consumers through the Purchase Funnel
ABC Family’s Pretty Little Liars builds brand awareness and drives tune-ins with Mogreet MMS by sending weekly call-to-action messages to their database
Charlotte Russe’s “Mystery Date” campaign used interactive MMS programming to drive interaction between fans and brand while driving in-store sales
Jack In The Box’s Jumbo Deal campaign drives engagement & in-store sales by delivering MMS coupons to their mobile database
FOX’s GLEE integrates Mogreet’s ‘Social Poster’ feature in all messages sent to the mobile subscribers to drive word of mouth advocacy by their most loyal fan base
Bloomingdale’s encourages shoppers to text into to sign up for their Loyallist Loyalty rewards club to receive exclusive offers and they can re-message their subscribers based on promotions and offers.
Text LOYALLIST to 51515 to see the campaign!Msg & data rates may apply.
What’s the most important piece? Tweet your answer to #MMAWeb
Mobile Marketing Landscape
Text WEBINAR + your questions to 51515 or tweet your thoughts using #MMAWeb
Mobile Marketing Tactics
•98% of U.S. mobile users can receive Messaging (SMS/MMS)•55% of U.S. mobile users access the mobile web•26% of users have downloaded and used an app 1 time before deleting it•15% of U.S. mobile users have scanned a QR code
Messaging(SMS/MMS) Mobile
Web
“33% of U.S. mobile customers said they preferred their offers by text message over the mobile web (21%), apps (11%) and voice mail (8%)”
SMS/MMS vs Mobile Marketing Channels
Elements SMS MMSMobile Web
QR Apps
Audience Reach 98% 98% 51% 51% 51%
Able to featuremultimedia
No Yes Yes Yes Yes
Ave. clickthrough rate (CTR)
3% 10% .5% Varies 3.6%
Requires a download
No No No Yes Yes
Need Wi-Fi/data to view rich content
Yes No Yes Yes Yes
Text WEBINAR + your questions to 51515 or tweet your thoughts using #MMAWeb
Why Mobile Messaging?
*Source: The Nielsen Company. 2012; **Source: The Nielsen Company, 2011
Text WEBINAR + your questions to 51515 or tweet your thoughts using #MMAWeb
Fundamentals: SMS and MMS Defined
Video, images, audio, thousands of text characters
– Link to social sharing, mobile web, purchase pages
160 characters of text– Link to additional content– ~20% of text reserved for
legal copy
SMSSee MMS Live!
Text GLEE to 94444Msg & data rates
may apply.
Text WEBINAR + your questions to 51515 or tweet your thoughts using #MMAWeb
Why Multimedia over Plain Text SMS?
A minute of video is worth 1.8 million words
(Dr. James McQuivey, Omnivideo, Jan. 2009)
Humans process visuals 60,000 times faster than text
(3M Corporation)
67% of customers value the quality of a product image
more than the textual descriptions or reviews.
(MDG Blog, May 2012)
Visitors who view product videos are
85% more likely to buy than visitors who do not.
(Internet Retailer, April 2010)
Mobile video messages have 300% more engagement than SMS only campaigns
(Mogreet, 2011)
Text WEBINAR + your questions to 51515 or tweet your thoughts using #MMAWeb
Wake Up Question!
What is the most important success marketing metric for your business?
A1: More social media “likes” and responses
B1: Growing a database of loyal consumers
C1: Brand and consumer engagement
D1: Website and offline traffic and sales
Let us know what you think and unlock an exclusive mobile tip!
• Tweet your answer with #MMAWeb • Text keyword of your answer to 51515
Msg & data rates may apply.
Text WEBINAR + your questions to 51515 or tweet your thoughts using #MMAWeb
Example:Text A1 to 51515Msg & data rates
may apply
5 Steps of a Successful MMS Campaign
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Ways to Integrate Messaging Campaigns via Earned, Owned, and Paid Media
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How Charlotte Russe Drives Sales and Engagement with MMS Marketing
• Why MMS?• Demographic fit• High engagement rates =
high ROI
• How MMS fits within the marketing tool kit
• Tactical implementation– Promotional strategies– Store personnel adoption
Text WEBINAR + your questions to 51515 or tweet your thoughts using #MMAWeb
Case Study: Strategy & Objectivs
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Case Study: Results
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Key Campaign Takeaways
Get started with your MMS Marketing today!
Here are 5 Things to do and NOT to do:
Tweet your Do’s and Don’ts for mobile marketing using #MMAWeb
Looking Ahead: What’s Next in MMS Marketing
Increased use of video3 out of 5 consumers will spend at least two minutes watching a video that educates them about a product they plan to purchase (Invodo)
Multi-channel data integration to drive sales/re-marketingToday’s shopper expects consistent experiences across retail touch points. Integrated data provides customized programming, driving results (PractialAnalytics)
Text WEBINAR + your questions to 51515 or tweet your thoughts using #MMAWeb
360 Mobile IntegrationRetailers are adding mobile sharing tools to websites to drive product sharing, wish lists, in-store and mobile web traffic and purchase
Conclusion – Key Takeaways
Join the twitter discussion using #MMAWeb
What is the biggest benefit in implementing MMS into a company’s marketing mix?
Why should retailers and marketersstart their holiday mobile marketing strategies today?
James Citron Mogreet
Paul HollowellCharlotte Russe
Q & A
Questions? You can ask them 3 different ways!
-Type into the webinar chat box-Text WEBINAR + your question to 51515 -Tweet using hashtag: #MMAWeb
Learn More
•Email Mogreet for a copy of our latest white paper and an archive of this presentation: [email protected]
•Visit us at http://www.Mogreet.com
•Learn more at our blog http://blog.mogreet.com
•Download the MMA whitepaperhttp://www.mmaglobal.com/resources
•Get a Free Analysis of Your Mobile Program: Email [email protected]
•Text MMS to 51515 for an MMS demo Msg & data rates may apply
Sign up for the MMA SmartBrief: www.smartbrief.com/mma
Search for partners or get listed at the Mobile Marketing Industry Directory: www.mobilemarketingindustrydirectory.com
Upcoming Events & Programs
• Advertising Week Mobile Summit & Global Expo – New York (Oct 2-3)
• The SMARTIES – New York (October 3)
• MMA LATAM Forum - Miami (November 28 – 29)
• MMA Webinar Series (ongoing)
Visit www.mmaglobal.com/events for more details on future events and webinars
Planning for 2012, contact Michael Becker at
[email protected] to get involved
Thank you for participating!