why sms matters - sumotext · why sms matters . technologies . to stay relevant . messaging tactics...
TRANSCRIPT
WHY SMS MATTERS
TECHNOLOGIES To stay relevant
MESSAGING TACTICS The pros use to impact redemptions and loyalty
BEST PRACTICE For subscriber growth
John Styers, EVP [email protected]
Tim Miller, President
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Results 2013: Mobile Marketing Day Chicago
• Software platform to control Short Codes and StarStar Numbers
• Founded in 2007. Profitable FY 2011 and 2012
• Mobile Health Practice
• Strategy and Consulting Practice
• Appeal to clients ready to bring campaign management tools in-house
• 300+ active client accounts
• Retail, Restaurant, Brands, Agencies, Publishers, Broadcasters, Non-profits
• Mobile Coupons, Loyalty Programs, LBS, MMS
WHY SMS MATTERS
YOU STILL WANT TO COLLECT MORE EMAIL ADDRESSES
YOU WANT MORE FANS, FRIENDS, VIEWS, AND LIKES.
YOUR SITE IS READY FOR MOBILE COMMERCE
YOU WANT INSIDE THE MOBILE WALLET
APP STORES ARE GETTING CROWDED
Number of Applications Available in App Stores
REACH
ENGAGEMENT
App
Mobile Wallet
SMS / MMS
Social Media
Mobile Web
TECHNOLOGIES To stay relevant
MESSAGING TACTICS The pros use to impact redemptions and loyalty
BEST PRACTICE For subscriber growth
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1 BEST PRACTICE For Subscriber Growth
1. THE PRIVATE SALE
4 TECHNOLOGIES To Stay Relevant
1. StarStar Numbers
2. Geo Fences
3. Multimedia Messages (MMS)
4. Passbook Passes
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STAR STAR NUMBERS Abbreviated Dial Codes (ADC’s)
• Location Aware • Easy to Dial • Easy to Remember • They Invite Action
StarStar™ Numbers kick-start customer engagement by combining traditional voice calls with the ability to deliver location-aware and device-aware menus, links, and digital content via SMS and MMS.
SIMPLY CALL
STAR STAR NUMBERS COMBINE BRAND MARKETING – AND – ACTIONABLE MARKETING
• Uses a call-to-action to overcome inertia • Connects with the company in some form • Yields measurable results towards a business goal
BRAND MARKETING Goal: To create lasting, ‘Top of Mind’ awareness
• Gives products and services an identity • Inspires loyalty by shaping perceptions • Establishes differentiation and competitive advantage
ACTIONABLE MARKETING Goal: To persuade a prospect to act or engage
DEMO SIMPLY CALL **DEMO (**3366)
Message & Data rates may apply
4 TECHNOLOGIES To Stay Relevant
1. StarStar Numbers
2. Geo Fences
3. Multimedia Messages (MMS)
4. Passbook Passes
LOCATION LOOKUP ACCURACY
• Cell-ID: Typically 0-5 Miles
• Enhanced Cell ID: 1,000 Feet – 1/4 Mile
• Assisted GPS: very accurate
WHO NEEDS GEO FENCES?
SONIC NEEDS GEO FENCES
4 TECHNOLOGIES To Stay Relevant
1. StarStar Numbers
2. Geo Fences
3. Multimedia Messages (MMS)
4. Passbook Passes
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BENEFITS OF MMS • Up to 5,000 characters of text (not 160)
• Images, Audio, Video, Barcodes, Embedded Objects
• Slide shows
• The best channel into the mobile wallet
• Typically doubles redemption rates compared to SMS
“Combining Audio with Visuals increased KPI 50-60%” Brian Colbert, Pandora
4 TECHNOLOGIES To Stay Relevant
1. StarStar Numbers
2. Geo Fences
3. Multimedia Messages (MMS)
4. Passbook Passes
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MOBILE WALLETS
MOBILE WALLETS
4 TECHNOLOGIES To Stay Relevant
1. StarStar Numbers
2. Geo Fences
3. Multimedia Messages (MMS)
4. Passbook Passes
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6 MESSAGING TACTICS
The Pros use to Impact Redemptions and Loyalty
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TANGER: Time to update your basics. Choose a mobile coupon. Reply:
A (25% off all Blazers) B (30% off all Socks) C (35% off all Sweaters)
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PULL vs. PUSH
QUID PRO QUO
PERSONALIZATION
CONTEXT
VIRAL
INTEGRATION
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TANGER: Time to update your basics. Which coupon would you prefer? Reply:
A (Plain Text SMS) B (MMS with barcode) C (Passbook Pass)
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PULL vs. PUSH
QUID PRO QUO
PERSONALIZATION
CONTEXT
VIRAL
INTEGRATION
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TANGER: Reply with your email address or Tanger Card # for 20% off today’s purchase of $100 or more. Reply STOP to Opt-out.
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PULL vs. PUSH
QUID PRO QUO
PERSONALIZATION
CONTEXT
VIRAL
INTEGRATION
24455
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PULL vs. PUSH
QUID PRO QUO
PERSONALIZATION
CONTEXT
VIRAL
INTEGRATION
TANGER: Hi Susan! Jada is unpacking a new shipment and Alison is labeling the items now. Hurry in to try on the most adorable capris ever!
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PULL vs. PUSH
QUID PRO QUO
PERSONALIZATION
CONTEXT
VIRAL
INTEGRATION
TANGER: We agree – it’s too cold to get out. So find a cozy spot and surf over to our private sale online. All winter items 25% off. Today only! www.bit.ly/aju4
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PULL vs. PUSH
QUID PRO QUO
PERSONALIZATION
CONTEXT
VIRAL
INTEGRATION
TANGER: Thanks! Your Coupon Pass is below! Sharing is caring. Reply with up to 5 friend’s mobile numbers and we’ll send them a pass too!
TANGER: Coupon Pass
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PULL vs. PUSH
QUID PRO QUO
PERSONALIZATION
CONTEXT
VIRAL
INTEGRATION
Tanger: Thanks for Shopping at Tanger.com!
Your $134.78 purchase earned you 50 bonus points and brings your total to 850.
Track your shipment at: www.bit.ly/9fh3k
Q&A 1. StarStar Numbers 2. Geo Fences 3. Multimedia Messages (MMS) 4. Passbook Passes
1. Pull vs. Push 2. Quid Pro Quo 3. Personalization 4. Context 5. Viral 6. Integration
4 TECHNOLOGIES to stay relevant
6 MESSAGING TACTICS the pros use to impact redemptions and loyalty
1. Private Sale
1 BEST PRACTICE for subscriber growth