Jim Washok, co-founder of Richmond-based OTAir and designer of effective mobile campaigns for hundreds of brands nationwide, will share the how-tos and success stories that will illustrate just how easy, fast and inexpensive mobile marketing is for you to take advantage of. Learn how interactive mobile engagement can give your business: - The kind of word of mouth every business wants. - The ability to confirm interest in a product or service immediately. - A chance to converse with your most loyal customers quickly and intimately. - An inner circle of supporters ready and willing to take action upon request. - Foot or site traffic inspired within minutes. - An edge over your competitors. - Double-digit increases in your sales and acceptance rates. On March 10, HRAMA attendees joined us for a look at the future of marketing with interactive mobile engagement. Jim Washok has an educational background in psychology, sociology, technology management and marketing. He began his career in application development and IT management, then shifted to entrepreneurship. Jim co-founded OTAir mobile marketing solutions in 2005 to provide comprehensive mobile marketing and mobile business communications services to companies in any vertical market throughout the United States and Canada. OTAir specializes in powering the mobile solutions of many strategic partners as a flexible, privately labeled back end SaaS platform. OTAir clients include Landmark Communications, University Directories, Aspen Marketing Services, Fullhouse Interactive, ICF International, Digitas, Raycom Media stations and more. OTAir also directly services mobile needs for Alienware, Hershey, Miller Brewing Co., Funny Bone & Improv Comedy Clubs, and many colleges and universities.

1. INTERACTIVE
MOBILE ENGAGEMENT
micro-messaging solutions to...
๏ increase revenue
๏ decrease expenses
๏ generate leads
๏ foster brand loyalty
Tex
๏ improve customer service to
t It
Sa
y It
!

2. WHO WE ARE | WHAT WE DO
๏ Founded in 2005 in Richmond, VA
๏ Mobile interaction engineering
๏ Turnkey, flexible, DIY SaaS SMS platform reaching 98% of U.S.
๏ Rapid mobile web architecting for info delivery & lead generation
๏ Instant, relevant, engaging conversation
๏ Wholistic incorporation into existing/future...
๏ Communications - email, online, voice, print, signage, etc.
๏ Operational systems - ERM, CRM, sales, inventory, etc.
๏ Business processes - person lifecycle management
๏ Physical environments - scenario appropriateness
๏ Consultative approach with a foundation of thousands of previous
successes & failures reduces risks & facilitates rapid positive ROI
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

3. SELECT CLIENTS & PARTNERS
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

4. SELECT CLIENTS & PARTNERS
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

5. SELECT CLIENTS & PARTNERS
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

6. COMMUNICATION ISSUES
a trio of primary challenges to all messaging
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

7. COMMUNICATION ISSUES
๏ not fast enough
Message
๏ not seen in time
Distribution
๏ crowded for attention
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

8. COMMUNICATION ISSUES
๏ no personalization
Message
๏ no customer segmentation
Irrelevancy
๏ no use of customer data
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

9. COMMUNICATION ISSUES
๏ wrong time to call
Message
๏ wrong place to visit
'Non-gagement'
๏ lack of organic recall
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

10. APPS, ADS & SCANS...OH MY!
buzz-worthy mobile options that fall short
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

11. LIMITED MOBILE OPTIONS
mobile web & native apps
๏ multimedia opportunities
๏ minority user base; <30%
๏ tech/platform constrained
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

12. LIMITED MOBILE OPTIONS
mobile ads & scannable codes
๏ maximum creative exposure
๏ major relevancy & use issues
๏ tech/app/carrier constrained
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

13. LIMITED MOBILE OPTIONS
micro-messaging using social networks
๏ integrated social marketing
๏ just a drop in Niagara Falls
๏ mobile reach not assured
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

14. 3 EFFECTIVE SOLUTIONS
to ease communication issue woes
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

15. 3 EFFECTIVE SOLUTIONS
rapid foot / click traffic
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

16. 3 EFFECTIVE SOLUTIONS
receive individual data
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

17. 3 EFFECTIVE SOLUTIONS
improve service
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

18. 3 EFFECTIVE SOLUTIONS
rapid foot / click traffic
receive individual data
improve service
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

19. NOT 3, BUT 1!
rapid foot / click traffic
receive individual data
improve service
TEXT MESSAGING
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

20. SMS : A 3-IN-1 SOLUTION
quick & easy traffic | receive data | improve service
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

21. SMS WORST DEFINED AS...
...the text communication service component of
phone, web or mobile communication systems, using
standardized communications protocols that allow
the exchange of short text messages between fixed
line or mobile phone devices.
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

22. QUICK & EASY TRAFFIC
๏ integrated direct response
๏ sent in secs; read in mins
๏ no msg / relevancy conflicts
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

23. RECEIVE DATA
๏ keywords group customers
๏ names, emails, zips, dob
๏ menus, codes, surveys/polls
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

24. IMPROVE SERVICE
๏ customer/data triggers msgs
๏ insert personalization data
๏ two-way interaction
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

25. SMS BEST DEFINED AS...
...inexpensive interactive communications for reliable
and rapid engagement of a quality audience with
uniquely focused micro-messaging via a universally
desired secure channel for intimate socializing.
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

26. SIMPLE
160 unformatted chars for easy content creation
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

27. FAST
compose & send within a minute - even using text
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

28. INTIMATE
conversation via most personal device
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

29. INEXPENSIVE
pay for absolute reach at pennies per text
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

30. INTERACTIVE
instant response built-in | most reply within an hour
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

31. FOCUSED
160 unformatted chars sent to a specific audience
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

32. UNIVERSAL
device/carrier agnostic | used daily by 200 million
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

33. UNIQUE
texts easily personalized to each recipient
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

34. FLEXIBLE
useful for virtually any type of micro-message
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

35. RELIABLE
texts delivered within secs
1st mass communication method following disasters
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

36. DESIRED
recipients have requested & used | easy opt-out
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

37. ENGAGING
ads direct response enabled
relevancy inspires action
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

38. SOCIAL
6 billion texts daily in U.S. | preferred over voice
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

39. GENERIC
any use | any device | anytime | anywhere | any how
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

40. SECURE
safe wireless medium | personal device | removable
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

41. MULTIMEDIA COMPARISON
how similar to word of mouth is other media
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

42. TV BEST DEFINED AS...
...inexpensive interactive communications for reliable
and rapid engagement of a quality audience with
uniquely focused micro-messaging via a universally
desired secure channel for intimate socializing.
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

43. RADIO BEST DEFINED AS...
...inexpensive interactive communications for reliable
and rapid engagement of a quality audience with
uniquely focused micro-messaging via a universally
desired secure channel for intimate socializing.
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

44. MAIL BEST DEFINED AS...
...inexpensive interactive communications for reliable
and rapid engagement of a quality audience with
uniquely focused micro-messaging via a universally
desired secure channel for intimate socializing.
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

45. EMAIL BEST DEFINED AS...
...inexpensive interactive communications for reliable
and rapid engagement of a quality audience with
uniquely focused micro-messaging via a universally
desired secure channel for intimate socializing.
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

46. WEB BEST DEFINED AS...
...inexpensive interactive communications for reliable
and rapid engagement of a quality audience with
uniquely focused micro-messaging via a universally
desired secure channel for intimate socializing.
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

47. SMS BEST DEFINED AS...
...inexpensive interactive communications for reliable
and rapid engagement of a quality audience with
uniquely focused micro-messaging via a universally
desired secure channel for intimate socializing.
...the closest digital medium to word of mouth!
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

48. IMPLEMENTATION
what's possible? | just how easy...really?
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

49. ๏ call to action in all media
๏ text keyword to short code
๏ instant, pre-configured reply
๏ various workflow options
๏ two-way communication
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

50. ๏ collect actionable leads
๏ NOW = higher rates
๏ all ads direct response
๏ mobile web adds options
๏ feed to lead / CRM apps
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

51. THE POWER OF MICRO-MESSAGING
๏ Smoothie King stores report 18-22% opt-in rates
๏ Champs restaurant locations participating in an interactive
NFL fan “trash text” report up to 26% lift in sales
๏ Over 55,000 votes are received by text in just a two week
“Best Of…” promotional event by The Virginian-Pilot
๏ Thousands text in to enter a Busch Gardens promo tied
to March Madness with 85% of all entries coming in via
text message vs. only 15% online
๏ A restaurant/comedy club in FL sells out an unscheduled
Tuesday evening show by sending a text to a couple
thousand mobile fans just a few hours in advance
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

52. THE POWER OF MICRO-MESSAGING
๏ Mid-Atlantic regional grocery chain surpasses printed and email
coupon redemption rates with mobile…10-55%, averaging 25%
๏ Nearly 2500 receipt codes texted during a one-day promotion
event, in May 2010, throughout a 122 location family dining
chain for an estimated 15.3% participation rate
๏ Almost 1000 college students at twelve campuses use texting to
claim coupons for free tax prep services from H&R Block
๏ Regional family dining chain with about 45 locations using SMS
marketing grew mobile opt-in list by just shy of 10,000
additional members in first half of 2010
๏ 11 location credit union has a list of over 8500 interested in
receiving bi-monthly notification of rate specials on loans, savings
and investments
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

53. THE OTAIR ADVANTAGE
๏ Powerful, yet easy to use and flexible web-based platform
๏ Most simplistic, no obligation pricing in the industry
๏ No setup fees, no keyword fees, no consultation fees
๏ Free, unlimited incoming msgs; outgoing as low as $0.015/text
๏ No contracts...upgrade, downgrade or cancel anytime
๏ Pricing simply scales according to location & outgoing msg count
๏ Single location restaurants & retail start as low as $49 monthly
๏ Large chains qualify for pricing as low as $3/location/month
๏ Outgoing messages allocated per location or entire entity
๏ Access controlled by user to applicable location(s)
๏ Existing integration w/ Fishbowl Marketing, Brightwave & ExactTarget
๏ Go live nationwide on shared short code in just one business day!
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

54. "SERVICE SECOND TO NONE"

55. ADDITIONAL RESOURCES - DIGITAL
๏ Mobile Marketing Association – http://mmaglobal.com
๏ Wireless Week magazine – http://wirelessweek.com
๏ FierceMobileContent – http://fiercemobilecontent.com
๏ Mobile Marketer – http://mobilemarketer.com
๏ Branding Unbound blog – http://www.maverix.typepad.com/
๏ DMNews - Mobile – http://bit.ly/DMnewsMobile
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.

56. ADDITIONAL RESOURCES - PHYSICAL
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.