Serena Ehrlich - Mobile First World

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Mobile Distribution Case Study: Serena Ehrlich, Director of Marketing, Mogreet. Featuring case studies from the likes of retailer Charlotte Russe and FOX’s hit show Glee, Serena will reveal the secret sauce behind a carefully strategized B2C mobile campaign.

Technologie Business

@jamescitron / Text James to 51515
The Future of Retail (Surprise, It’s Mobile!):
How Nonprofit Retailers Build Fans and Drive
Sales in a Mobile First World

@jamescitron / Text James to 51515
// Mogreet Company Snapshot
2006 Company founded & backed by top VCs
3 Offices (LA, Seattle, Midwest)
4 Industry boards (advertising, best practices, couponing, video)
10%of Americans have received a Mogreet-sent message
>65%of all shortcode-based MMS sent in US via Mogreet
>98%of US can receive text messages via Mogreet
>3B consumers globally can be reached via our platform

@jamescitron / Text James to 51515
Extensive experience in mobile marketing for large, small and non-profit businesses
// Mogreet Clients

@jamescitron / Text James to 51515
MOBILE LANDSCAPE
Why Mobile Messaging?

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Mobile
Marketing
Apps
QR
Mobile Marketing
Tactics
• 98% of U.S. mobile users can
receive Messaging
(SMS/MMS)
• 55% of U.S. mobile users
access the mobile web
• 26% of users have downloaded
and used an app 1 time before
deleting it
• 15% of U.S. mobile users have
scanned a QR code
Messaging
(SMS/MMS) Mobile
Web
// Understanding the Mobile Landscape

@jamescitron / Text James to 51515
// Today’s Mobile Consumer: What are they
doing?

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// Today’s Mobile Consumer
Email & Voicemail dropoff is staggering
70% of Consumers say they rarely, or
never use voicemail
Only 10% of Consumers open their
emails (and on average 6-12 hrs. later)

@jamescitron / Text James to 51515
//Mobile Marketing Tools Overview
Elements SMS MMS
Mobile
Web
QR Apps
Audience Reach 98% 98% 51% 51% 51%
Able to feature
multimedia
No Yes Yes Yes Yes
Ave. clickthrough
rate (CTR)
3% 10% .5% Varies 3.6%
Requires a
download
No No No Yes Yes
Need Wi-Fi/data to
view rich content
Yes No Yes Yes Yes
Key decision factors: Reach, usage, data requirements, ability to drive action

@jamescitron / Text James to 51515
7 ELEMENTS OF SUCCESS
Tips and tricks to drive higher ROI

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//Elements of Success
1. Pick your goals
2. Promote everywhere!
3. Be valuable
4. Be creative + engaging
5. Social sharing
6. Target with data
7. Be customer-centric

@jamescitron / Text James to 51515
GLEE
CHARLOTTE RUSSE
Driving Awareness, Consideration, Engagement, Advocacy, Loyalty

@jamescitron / Text James to 51515
Objectives:
Increase weekly tune-in
Compel social sharing
Drive immediate sales via iTunes
Campaign Overview
Exclusive, weekly tune in video messaging
Social sharing to increase viral impressions
iTunes/MMS integration to drive sales
Results:
Grew mobile database 33% in one day
2 million viral impressions per season via
mobile sharing
Support #1 iTunes sales position each week
//Driving Tune Ins, Social Buzz and Sales with
Glee!

@jamescitron / Text James to 51515
Objective:
Grow existing mobile database and drive
sales
Campaign Overview
Charlotte Russe launched a 3-day weekend
“Mystery Date” MMS campaign incentivizing
fans to select their ideal Mystery Date by
texting MATCH to a short code, via a mobile
coupon
Results:
33% growth in mobile database
300% higher participation vs. previous SMS
programs
//Building Databases and Driving Sales with
Charlotte Russe

@jamescitron / Text James to 51515
15
Thank you.

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