Tim Barton, executive vice president at Blue Sky Factory, discusses the benefits incorporating text-messaging into your marketing plan, strategies for using text-messaging to create brand awareness and generate new leads, and why text-messaging is a perfect complement to your email marketing program.
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Mobile Marketing 101: Integrating SMS Into Your Marketing Plan
1. Blue Sky Factory
Driving Email Marketing Performance
Mobile Marketing 101: Integrating SMS Into Your Marketing Plan
April 28, 2009
2 to 2:45 PM
Baltimore, Maryland
2. Overview
⢠SMS Fast Facts
⢠Overview of SMS
⢠Case Study: Opening the SMS channel to
your email subscribers
⢠Using SMS to reach people offline
⢠Q&A
3. Text-Messaging Fast Facts
⢠270 million US cell phone
subscribers in the USA
⢠Over 2.5 billion text messages
sent each day in the USA
⢠72% of subscribers ages of
25-49 use text-messaging on
a regular basis
⢠94% of messages are read
within 4 minutes of receipt
âSMS has established itself as a true
social connecting tool and continues to
have mass consumer appeal.â
4. Industry Organizations
⢠Mobile Marketing Association (MMA):
non-profit industry trade group that
assists in creating mobile advertising
standards.
⢠CTIA: Cellular Telecommunications
Industry Association. An organization
that represents wireless carriers and
manufacturers.
⢠CSCA: Common Short Code
Administration. Created by CTIA for
registering and leasing short codes.
5. Short Codes?
⢠Five or six digit number that is
used in application-to-person SMS
services
⢠Leased from CSCA
⢠Services must be approved by
carriers before the short code is
provisioned in their respective
networks
⢠Short code connections are the
only carrier-approved
infrastructure for mobile marketing
and content delivery
6. How does SMS text-messaging work?
â˘Text-messages travel over the air via
wireless control channels to senderâs Short
Message Service Center (SMSC)
â˘The senderâs carrier routes the message
over the inter-carrier network to the
receiverâs carrier (SMSC)
â˘The receiverâs carrier routes the message
to the cell phone
â˘If the subscriberâs cell phone is not
reachable, the SMSC stores the message
until phone becomes available
7. Enter our Text-to-Win Raffle
â˘Win an Amazon.com $50 gift
certificate!
Text
âBSFâ
â˘Text BSF to 47647 to 47647
to enter!
â˘Winner will selected at noon tomorrow
(April 29, 2009)
â˘Standard message rates apply
â˘Open to Verizon, AT&T, T-Mobile, and
Sprint/Nextel
8. Enhancing Email Marketing with SMS
â˘Case Study: Adding the
SMS channel for existing
email subscribers
â˘Using SMS to reach
people offline
9. Execution: The Email
⢠Use your email list
⢠Add SMS opt-in to existing
campaign promotion
⢠SMS is not a replacement
to email communications
⢠Compelling offer
Source: Brand Anywhere (www.brandanywhere.com)
10. Execution: The Call-to-Action
⢠Keep it simple
⢠Convey exclusivity (VIP status)
of the âmobile clubâ
⢠Use visual cues to indicate
SMS opt-in
⢠Easy sign-up by clicking a link
11. Execution: The Opt-in Page
⢠Cleary describe the
service and benefits
⢠Message frequency
⢠âStandard message
rates applyâ
⢠STOP to opt-out
⢠Mobile number only
12. Execution â The âWelcomeâ Message
⢠Your first communication
⢠Brand name in the first line of
the message
⢠Repeat STOP & HELP
commands
⢠Short and Simple - 160
characters is a blessing in
disguise
13. Results
⢠A big success!
⢠60% mobile opt-in rate from email
⢠Not a case of Email or SMS
- Subscribers want both
- Two distinct communication
channels
⢠Email provides the
communication base
⢠SMS is for special
time-sensitive alerts
14. Extending Your Opt-in Reach with SMS
⢠Mobile is everywhere
⢠SMS call-to-action can be
â˘Outdoor outdoor
â˘Print
â˘Television tv
â˘Radio
⢠Make it engaging and interactive
â˘Voting and polling
radio
â˘Trivia
print
â˘Text-to-Screen
15. Example 1: Golf Cart Text-to-Win
⢠Digital ad on golf cart
dashboard
⢠Reply SMS:
âThanks for entering! Your
unique code is 921ABY. Go
to toyota.com/mobile and
enter this code to complete
registrationâ
⢠Consumer visits website and
completes registration with
name, email address, etc.
16. Example 2: Billboard Text Campaign
⢠Viewer texts: âFREEâ to short
code
⢠Seconds later, the the
participant receive an SMS
with an exclusive promo
code.
⢠Participant visits Zip.ca
(similar to Netflix) and enters
code for 30-days of free
online video rentals
17. Suggestions when Getting Started
⢠Find a qualified SMS service provider
⢠CSCA (usshortcodes.com) for listing
⢠Start now
⢠It takes time to build a list
⢠Use opt-in promotions
⢠Mobile sweepstakes
⢠Careful with Messaging
⢠1-2 per month limit
⢠Time-sensitive
⢠Valuable
⢠Viral (forward to the friend)
18. Thank You!
Thank you!
Q&A
Connect.
410-230-0061 x 151 - phone
tim@blueskyfactory.com â email
www.blueskyfactory.com - web
blog.blueskyfactory.com â blog
www.twitter.com/blueskyfactory - brand twitter