texting tuesday february 2014 | mobile marketing knowledge college
DESCRIPTION
Numbers don't lie - text message marketing remains one of the most powerful forms of direct communication with your customers, and yet it is a tool that is often underused and misunderstood. Bob Bentz has been an innovator in the mobile industry for more than a decade and has helped thousands of business strengthen their SMS campaigns. Now, let him help you! In this webinar, Bob discusses: * MAKE YOUR TEXTS TRULY ENGAGING. A message doesn't accomplish much without more behind it. Learn new ways to capture your customers' attention and convert opened messages into closed sales. * IMPACT OF TCPA REGULATIONS. The text marketing industry was thrown through a loop by the recent enactment of new FCC regulations. Find out what you need to know and how to keep growing your opt-in lists of loyal customers. * 50 QUICK TEXT MESSAGE MARKETING TIPS. Be the first to see our extensive new list of quick but valuable tips that can help improve your text marketing game immediately. Don't get left behind as your competitors engage on the mobile platform. Let industry expert Bob Bentz show you how you can start implementing text message marketing TODAY. Want to get started today? Visit www.84444.com or www.84444.ca for our do-it-yourself text message marketing solution.TRANSCRIPT
Text Message Marketing
Presented By: Bob Bentz
Advanced Telecom Services 84444.com 84444.ca
Your Message on the Move
Advanced Telecom Services 84444.com 84444.ca
About the Speaker
President – atsMobileFormerly Advanced Telecom ServicesFounded 1989Philadelphia – Toronto – London - Prague
Bob Bentz
Scan to Link In with me.
• atsMobile.com• 84444.com• 84444.ca
Text BOB to 84444Msg.& Data Rates Apply.
Advanced Telecom Services 84444.com 84444.ca
Advanced Telecom Services 84444.com 84444.ca
Advanced Telecom Services 84444.com 84444.ca
Table of Mobile Content1. Text Message Stats2. Features3. Legal4. Portfolio5. Best Practices6. EXCLUSIVE: 84444 Research Study7. Top Ten Text Tips8. Summary
Advanced Telecom Services 84444.com 84444.ca
MLB Opts-Out of Bullpen Landline Phones
The Pillar That Holds Up The Mobile Marketing Building
Text
Messag
e
Mark
eti
ng
Text
RES
ULT
S t
o
84444.c
om
QR Codes
Mobile WebsitesMobile Video
AppsTe
xt
Messag
e
Mark
eti
ng
Text
Messag
e
Mark
eti
ng
Advanced Telecom Services 84444.com 84444.ca
Near By…24/7 Always Connected
91% of all U.S. citizens have their mobile device within reach 24/7
(Source: Mobile Marketing Association)
Advanced Telecom Services 84444.com 84444.ca
Near By…Even when we’re Asleep
65% of adults sleep with their cell phone next to the bed.
(Source: Pew Research Center)
Advanced Telecom Services 84444.com 84444.ca
Common…
Advanced Telecom Services 84444.com 84444.ca
81% of Americans Send and Receive at Least 10 Text Messages Per Month
(Source: Pew Research Center’s Internet & American Life Project; May 2013)
92% of smartphone owners
Advanced Telecom Services 84444.com 84444.ca
Middle Aged Show Biggest GrowthAt Any Age
Advanced Telecom Services 84444.com 84444.ca
In Any StateWhere does your State rank?
Advanced Telecom Services 84444.com 84444.ca
With any RaceBlacks & Hispanics Text More
(Source: Pew; May 2011)
White Black Hispanic0
500
1000
1500
2000
2500
Text/MonthCalls/Month
Advanced Telecom Services 84444.com 84444.ca
SexWomen Text More
(Source: Pew; May 2011)
Men Women0
200
400
600
800
1000
1200
1400
Text/MonthCalls/Month
Advanced Telecom Services 84444.com 84444.ca
Yet Still GrowingAnd Growing
18-29 65+0
10
20
30
40
50
60
70
80
90
Calls/DayTexts/Day
More Text Messages are Sent than Calls(Pew Research, September 2011)
Advanced Telecom Services 84444.com 84444.ca
What Else we do on our Mobile Phones
Smartphone Ownership Growth Increases Texting
Advanced Telecom Services 84444.com 84444.ca
Tablets Helping Fuel Mobile Growth
Advanced Telecom Services 84444.com 84444.ca
Advanced Telecom Services 84444.com 84444.ca
30% of Web Traffic Now Coming from Mobile
Advanced Telecom Services 84444.com 84444.ca
Almost 100% of Younger Phone Owners Text
Advanced Telecom Services 84444.com 84444.ca
Mobile: More than Just Talking
Advanced Telecom Services 84444.com 84444.ca
Texting and Internet Access Top Activities Performed on a Cell Phone
Source: Pew Internet
Advanced Telecom Services 84444.com 84444.ca
Response…IMMEDIATELY
97% of All Text Messages Are Read within three minutes of receipt.
(Source: Greg Stuart, Mobile Marketing Association)
Advanced Telecom Services 84444.com 84444.ca
Response…E-MAIL IS SO YESTERDAY
As opposed to 22% of email messages that are opened.
(Source: Greg Stuart, Mobile Marketing Association)
Advanced Telecom Services 84444.com 84444.ca
Email Click-Throughs Declining
Advanced Telecom Services 84444.com 84444.ca
Response…IMMEDIATELY
For E-mail, it was 6.64%
( Direct Marketing Association, 2010)
Click through rate for text was 14.06%
Advanced Telecom Services 84444.com 84444.ca
Reach…When They’re Most Likely To Buy
Advanced Telecom Services 84444.com 84444.ca
Motivated Buyers…Ready to Buy Now
46%
37%
Of Smartphone Users Researched on Their Device Before Heading to the Store to Make a Purchase
Researched on Their Smartphone Before Completing the Actual Purchase on Their Desktop or Laptop
(Source: G00gle and Ipsos, 2012)
Advanced Telecom Services 84444.com 84444.ca
New Meaning to “Fast Food”
Advanced Telecom Services 84444.com 84444.ca
Viral…BONUS!: Business and Leads for FREE
21% of all responses never participated in the original interactive text message program.
Advanced Telecom Services 84444.com 84444.ca
Trackable…Justification for the Advertising
By using a unique PIN, businesses can track just how effective the advertising is.
Text Message Marketing 101The Success Story
Advanced Telecom Services 84444.com 84444.ca
Advertisement Interactive
TextDatabase Broadcast
TextsSuccess
Opt-In AdvertisingYour Customers WANT to Receive Your Messages
Advanced Telecom Services 84444.com 84444.ca
Opt-InLegal
Advanced Telecom Services 84444.com 84444.ca
Legitimate Opt-In• Create “existing business
relationship”• Interactive Text Message• Other Means (Web, WAP, IVR,
Paper)
Response Message• Number of messages• Program name• Contact info• Opt-Out info
Opt-In only to specific program.
OPT-IN
The deal until TCPA
changes. 10/15/13
Opt-InLegal Documents
Advanced Telecom Services 84444.com 84444.ca
•Subscriber Initiates Opt-In by Responding to Advertisements- “established business relationship”• Web Interface• WAP Interface• IVR System• Paper-based Consent Form
•Program Responds with Number, Program, and Contact Information•Applies Only to the Specific Program Customer Subscribed to
OPT-IN
Opt-InLegitimate Verifiable Opt-Ins
Advanced Telecom Services 84444.com 84444.ca
OPT-IN
• Interactive Text Message• Desktop website• Mobile website• IVR• Paper
TIP: Be sure to save all opt-in documentation.
Opt-InBest Practices
Advanced Telecom Services 84444.com 84444.ca
OPT-IN
• MMA Global Code of Conduct• Messaging Frequency• Advertising Guidelines
• “Msg&Data Rates May Apply.”• “Text STOP to Stop.”• “Text HELP for Help.”• Terms & Conditions
(Source – MMAGlobal.com)
Opt-InAdvertising Documents
Advanced Telecom Services 84444.com 84444.ca
Paper Advertising
Must include•“Msg&Data Rates May Apply”•Resource to Reference Terms and Conditions•Instructions on Cancelling Service (STOP)
Must include•“Msg&Data Rates May Apply”•Resource to Reference Terms and Conditions•Instruction for Obtaining Help (HELP)•Instructions on Cancelling Service (STOP)
Web Browser
Must include•“Msg&Data Rates May Apply”
Television, Radio and Audio
Advertisements
OPT-IN
Opt-OutsRecommended Once Per Month
Advanced Telecom Services 84444.com 84444.ca
•Subscriber must be able to stop participating by sending STOP to 84444•Must respond with MT message•If customer is inactive for 18 months Opt-In Expires•Monthly Reminders of Opt In
OPT-IN
Opt-InLegitimate Verifiable Opt-Ins
Advanced Telecom Services 84444.com 84444.ca
•Service Description•“Msg&Data Rates May Apply”•Resource-terms and conditions•Frequency of messaging•HELP instructions•STOP instructions
OPT-IN
New TCPA Regulations
Advanced Telecom Services 84444.com 84444.ca
OPT-IN
Note – I am not a qualified attorney. Please consult your own attorney for complete details and interpretation.
• TCPA first passed 1991• FCC is empowered to issue rules and regulations.• Allows individuals to file lawsuits and collect damages for
receiving unsolicited calls, faxes, or autodialed calls (texts).• Effective October 16, 2013.
TCPAWhat’s Changed?
Advanced Telecom Services 84444.com 84444.ca
OPT-IN
• Beginning October 16, 2013, the “established business relationship” exemption is eliminated.
• “Prior express written consent” for all auto-dialed text sent to mobile phones. (Electronic or digital forms of signature are acceptable.)
• Consumer consent must by “unambiguous.” Consumer must receive “clear and conspicuous disclosure” that he will receive future texts.
• Consent is not a condition of purchase.
• Advertiser bears burden of proof that all was disclosed properly.
• Keep consent for 4 years.• Fines of $500 - $1500 per unsolicited message.• Re-Opt Ins required. (Declaratory Ruling pending)
Mobile CouponsFor Immediate Response
Advanced Telecom Services 84444.com 84444.ca
Text
Tips
Offer ValueAdvertising
Advanced Telecom Services 84444.com 84444.ca
OPT-IN
With Gas So Expensive, Who Would Pass This Up?
Offer ValueResponse
Advanced Telecom Services 84444.com 84444.ca
OPT-IN
Offer Discounts Now
Advanced Telecom Services 84444.com 84444.ca
OPT-IN
SweepstakesGrow Your Database
Advanced Telecom Services 84444.com 84444.ca
OPT-IN
SweepstakesOffer Something You Can’t Get Normally
Advanced Telecom Services 84444.com 84444.ca
OPT-IN
Backstage pass: Big and Rich sweepstakes winner on 84444.com.
What You’ll Get…A Valuable Database Indeed
Advanced Telecom Services 84444.com 84444.ca
OPT-IN
Where Should I Promote It?Everywhere
Advanced Telecom Services 84444.com 84444.ca
Prom
otion
Everywhere…You Can Think Of
Advanced Telecom Services 84444.com 84444.ca
Prom
otion
Everywhere…And more
Advanced Telecom Services 84444.com 84444.ca
Prom
otion
Everywhere…Be Creative
Advanced Telecom Services 84444.com 84444.ca
Prom
otion
A QR Code Is Not an Island...Half of Americans have feature phones…
Advanced Telecom Services 84444.com 84444.ca
Prom
otion
So Always Include a Text Promotion with a QR Code
Dnt Overdu AbrevatnsIt’s Annoying
Advanced Telecom Services 84444.com 84444.ca
Text
Tips
Over 160 Characters
Too many Abbreviations. Use Abbreviations Sparingly.
Embedded LinksFor Touch Tone Action
Advanced Telecom Services 84444.com 84444.ca
Text
Tips
Offers customers more information
PromotionText Message Promotion Responded To
Advanced Telecom Services 84444.com 84444.ca
Stats
EXCLUSIVEText Message Marketing Study
Advanced Telecom Services 84444.com 84444.ca
Stats
TEXT MESSAGE MARKETING STUDY
EXCLUSIVEText Message Marketing Study
Advanced Telecom Services 84444.com 84444.ca
Stats
• May – July • Conducted by ATS paid interns• Analysis of all customer data active in 3 months• 11 short codes studied• College credit received
Who’s Doing It?Our Customers
Advanced Telecom Services 84444.com 84444.ca
Stats
Customer Categories
% Customer
s
% Message
s
Restaurants 17 15
Automotive 13 1
Media 10 25
General Retail 10 13
Entertainment/Sports 9 12Ad Agencies/Cust Unknown 8 18
Schools 6 4
Real Estate 6 1Unions/Church/Non-Profits 5 3Consumer Products/Grocery 4 6
Healthcare 4 1
Financial 1 1
Government 1 1
Other/Unknown 6 1Totals will not add up to 100% due to rounding.
What Else They’re Doing?Other Mobile Marketing Tools Used
Advanced Telecom Services 84444.com 84444.ca
Stats
Tactic % Engaged
Text Message Marketing 100
Desktop Website 97
Social Media 65
Mobile Websites 27
Apps 11
QR Codes 32
Mobile Video 4
TextChat 5
Geo-Location Services 2
How They are Doing ItTypes of Text Messaging Being Used
Advanced Telecom Services 84444.com 84444.ca
Stats
Interactive & Broadcast: 82%Interactive Only: 11%Broadcast Only: 7%
What They’re DoingPercent of Applications and Response Rates
Advanced Telecom Services 84444.com 84444.ca
Stats
Consu
mer
Info
rmat
ion
Remin
ders
/Ale
rts
Mob
ile C
oupo
ns
Opt-In
s
Votin
g
Sweeps
take
s
Other
05
1015202530354045
% Applications% Messages
Application%
Applications % MessagesConsumer Information 42 20Reminders/Alerts 24 17Mobile Coupons 18 14Opt-Ins 4 2Voting 3 3Sweepstakes 2 38Other 6 6
Advanced Telecom Services 84444.com 84444.ca
Top Ten Text Message Tips
http://www.84444.com/text-message-marketing-tips
Advanced Telecom Services 84444.com 84444.ca
http://www.84444.com/text-message-marketing-tips
1. Encourage recipients to FWD to Friend.
Advanced Telecom Services 84444.com 84444.ca
http://www.84444.com/text-message-marketing-tips
1. Encourage recipients to FWD to Friend.2. Capitalize the most important words – REDEEM TODAY ONLY
Advanced Telecom Services 84444.com 84444.ca
http://www.84444.com/text-message-marketing-tips
1. Encourage recipients to FWD to Friend.2. Capitalize the most important words – REDEEM TODAY ONLY3. Identify your company!
Advanced Telecom Services 84444.com 84444.ca
http://www.84444.com/text-message-marketing-tips
1. Encourage recipients to FWD to Friend.2. Capitalize the most important words – REDEEM TODAY ONLY3. Identify your company!4. Allow customers to enter your sweepstakes again if they LIKE you on Facebook.
Advanced Telecom Services 84444.com 84444.ca
http://www.84444.com/text-message-marketing-tips
1. Encourage recipients to FWD to Friend.2. Capitalize the most important words – REDEEM TODAY ONLY3. Identify your company!4. Allow customers to enter your sweepstakes again if they LIKE you on Facebook.5. Send texts right after the game ends.
Advanced Telecom Services 84444.com 84444.ca
http://www.84444.com/text-message-marketing-tips
1. Encourage recipients to FWD to Friend.2. Capitalize the most important words – REDEEM TODAY ONLY3. Identify your company!4. Allow customers to enter your sweepstakes again if they LIKE you on Facebook.5. Send texts right after the game ends.6. Text up your business cards for immediate opt-ins. -- Text BOB to 84444
Advanced Telecom Services 84444.com 84444.ca
http://www.84444.com/text-message-marketing-tips
1. Encourage recipients to FWD to Friend.2. Capitalize the most important words – REDEEM TODAY ONLY3. Identify your company!4. Allow customers to enter your sweepstakes again if they LIKE you on Facebook.5. Send texts right after the game ends.6. Text up your business cards. -- Text BOB to 844447. Use the shortest keyword possible & don’t use a two word keyword.
Advanced Telecom Services 84444.com 84444.ca
http://www.84444.com/text-message-marketing-tips
1. Encourage recipients to FWD to Friend.2. Capitalize the most important words – REDEEM TODAY ONLY3. Identify your company!4. Allow customers to enter your sweepstakes again if they LIKE you on Facebook.5. Send texts right after the game ends.6. Text up your business cards. -- Text BOB to 844447. Use the shortest keyword possible & don’t use a two word keyword.8. Use words that require immediate action – LIMITED QUANTITY or FIRST 10…
Advanced Telecom Services 84444.com 84444.ca
http://www.84444.com/text-message-marketing-tips
1. Encourage recipients to FWD to Friend.2. Capitalize the most important words – REDEEM TODAY ONLY3. Identify your company!4. Allow customers to enter your sweepstakes again if they LIKE you on Facebook.5. Send texts right after the game ends.6. Text up your business cards. -- Text BOB to 844447. Use the shortest keyword possible & don’t use a two word keyword.8. Use words that require immediate action – LIMITED QUANTITY or FIRST 10…9. Personalize your message with the name of the recipient.
Advanced Telecom Services 84444.com 84444.ca
http://www.84444.com/text-message-marketing-tips
1. Encourage recipients to FWD to Friend.2. Capitalize the most important words – REDEEM TODAY ONLY3. Identify your company!4. Allow customers to enter your sweepstakes again if they LIKE you on Facebook.5. Send texts right after the game ends.6. Text up your business cards. -- Text BOB to 844447. Use the shortest keyword possible & don’t use a two word keyword.8. Use words that require immediate action – LIMITED QUANTITY or FIRST 10…9. Personalize your message with the name of the recipient.10.Send B to B texts at 3 minutes before the hour.
Advanced Telecom Services 84444.com 84444.ca
Top Ten Text Message Tips
http://www.84444.com/text-message-marketing-tips
See all of my Text Message Tips here.
Advanced Telecom Services 84444.com 84444.ca
Mobile Marketing
QRCodes
Make a Donation
Advanced Telecom Services 84444.com 84444.ca
Love
Dog
s
ResponsiveWhat’s Your Mobile Strategy?
Advanced Telecom Services 84444.com 84444.ca
Conta
ct