presented by frank cowell elevator president & founder how to make mobile marketing work for you
TRANSCRIPT
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Presented by
Frank CowellElevator President & Founder
How to make mobile marketing work for you.
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Mobile Marketing
Text/SMS Mobile Website Mobile App
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Why Text Messaging?
• As of March 2010, mobile subscribers in U.S. exceed Internet Users by 63m
• Text message have an estimated 95% ‘open rate’ - compare with email at around 2%!
• 60% of mobile subscribers are active text message users
• The number of text messages now exceeds number of calls by a factor of 3
• “Smartphones” are expected to reach a penetration rate of 50% by mid-2011
• Viral nature allows for easy forwarding
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New Paradigm: Mobile Consumers & Text
Mobile device replacing PC as primary channel
for communications
Mobile subs in U.S.1 exceed Internet Users by 63 Million
60% of U.S. subscribers use text, email usage flat2
More consumers use text messaging than regularly
use email
1 – CTIA, March 2010 2 – Pew Internet Project, July. 2009
1.8 billion texts
per month!~93% of US pop.~
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Average Mobile Call Length
CTIA Mid-Year 2010 Report. ctia.org
Less talking, more
texting and mobile
information access!
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How it Works
• Sign-up with any number of companies offering text message marketing
• Select a “Keyword” for your business. Example: ELEVATORAGENCY
• Promote your keyword. To subscribe, people will text your “Keyword” to a “Short Code”, offered by your text message marketing vendor.
Example: Text ELEVATORAGENCY to 69302
• You send short text messages (140 characters or less) to your subscribers.
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Ways to Promote Your Keyword
• Website
• Social Media
• Dedicated Landing Pages
• On-site Signage
• Advertising
• Vehicles
• Billboards
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Ways to Promote Your KeywordWebsite
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Ways to Promote Your KeywordDedicated Landing Page
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Ways to Promote Your KeywordOn-Site Signage
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Ways to Promote Your KeywordAdvertising
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Ways to Promote Your KeywordVehicles
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Ways to Promote Your KeywordBillboards
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Ways to Promote Your KeywordMultimedia
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Ways to Use Text Messaging
• Coupons
• Last Minute Deals
• New Products/Menu Items
• Events
• Contests
• Polls
• Request Appointment/Reservation
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Case Studies
• Individual location of national food chain sends out a message to 650 subscribers, 750 people respond
• A Southern California streetwear retailer sells $20,000 in just three hours. Sent text to 1,200 people, over 230 showed up (close to 20% response rate).
• Hilton has used and experienced 10-25% increase in response rate when compared with other communication mediums
• A doctor uses text messaging to send appointment reminders, dramatically lowering “no show” rates
• Dunkin Donuts sees a 21% increase to in-store traffic as a result of a 99 cent latte promotion
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Staying Out of Trouble
• m-SPAM Act of 2009
• Opt-in via mobile keyword or sign-up forms - EXPLICIT PERMISSION
• Use a service - don’t attempt to send via email
• Segment your subscribers - targeted messages are better
• Don’t overwhelm with too many messages
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Getting Started
• Develop a strategy and communication calendar
• Select a provider
• Promote your keyword
• Communicate based on communication calendar
• Measure everything!
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Continuing the Conversation
• Frank Cowell
• Twitter: @FrankCowell
• www.thequitefranklyshow.com
• www.elevatorms.com