Double Down and Double Your Mobile Database

Double down and double your mobile database
10 validated strategies that will pay off
APRIL 3, 2014!
Alex Campbell, Chief Innovation Ofﬁcer and co-founder of Vibes @AlexGCampbell!
Jason Richards, Director of Customer Analytics @JasonTRichards!
#doubledown!

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©2014 Vibes All rights reserved. Conﬁdential www.vibes.com/calculator
Mobile acquisition kit!
Mobile acquisition
calculator
1 2 3
Webinar Handbook Calculator
Double down and
double your mobile
database
SMS marketing
handbook
www.vibes.com/smshandbook www.vibes.com/calculator

3
Today’s topics!
The mobile
opportunity
Double down guide
featuring the mobile
acquisition calculator
Benchmark
data
SMS marketing
activation list
#doubledown!

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The mobile opportunity!
The mobile
opportunity
Double down guide
Benchmark
data
SMS marketing
activation list
#doubledown!

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The value of a mobile subscriber!
Mobile subscriber spends
anywhere from 3X – 8X
more than email!
Mobile
Social
Email

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All about acquisition!

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Building a mobile database — key questions!
What is the best channel to acquire
mobile subscribers?
What should I do to maximize my
effort to acquire subscribers?
What is the best way to build
my mobile database?
How much should I spend to
acquire customers?
How do I rebuild after
TCPA?

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Driven by data!

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The mobile
opportunity
Double down guide
Benchmark
data
SMS marketing
activation list
#doubledown!

10
The data behind building a mobile database!
Methodology
5 channels!
Multipliers!
§  Sweepstakes
§  Incentives
Email In-store Website
Social media TV
Double down!
Average effort!
The promotion to join the mobile
list is persistent throughout the
channel; placement is
maximized using premium real-
estate; full support from
channel stakeholders.
The mobile promotion is
limited within a channel;
lower value real estate
might be used; exposure is
limited; less support from
channel stakeholders.

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Introducing APM – the only KPI you need to know!
number of people who
will opt into your mobile
database for every 1,000
marketing impressions
you deliver
APM(Acquisitions per 1,000 impressions)!

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Value of multipliers!
0.5!
Incentive Sweepstakes Incentives &
Sweepstakes
No incentive &
no sweepstakes
3.1! 3.2!
4.1!APM

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Average APM by channel!
0.7 0.7
1.0
1.3
1.6
2.3
Email In-storeWebsiteSocial
media
TV Average

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Impact of doubling down!
Website TV Social In-store Email
1.4
2.4
2.9 3.2
10.5When you
double down
Channel
average

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Next Level!
number of people who will opt
into your mobile database for
every 1,000 marketing
impressions you deliver
APM(Acquisitions per 1,000 impressions)
How much will this cost me?
How much should I spend?
How can I get 100,000 subscribers?

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The mobile
opportunity
Double down guide
Benchmark
data
SMS marketing
activation list
#doubledown!

17
Before you double down…!
•  What are you trying to accomplish with your mobile database?
•  What is your business objective for putting the time and effort into building it?
•  What does success look like (quality vs. quantity)?
Deﬁne your strategy
Business objectives

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Before you double down…!
•  What is the intended user
experience you want to deliver?
•  What does a post-click experience
look like for your brand?
•  What is the brand promise you are
delivering to your customers that
will help support your business
objectives?
User experience

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Activation channels!
Text
Mobile ads
Apps/push
TV
Email
Web
Direct mail
In-store
Social
Sponsorship

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Introducing the Mobile Acquisition Calculator!
www.vibes.com/calculator

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Double Down
§  Dedicated email focused on
promoting the mobile database
§  CTA prominently featured in the
top half of an email
§  Featured regularly to all email
lists
Email!
Average
§  Mobile database CTA featured
in the bottom half of an email
§  Not prominently featured
§  Limited to portion of email lists
10.5
1.6

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Double Down
§  Main hero image of the home
page and sub-pages within the
site, include the mobile
database CTA,
§  CRM sign-up with mobile option,
included in check out
Website!
Average
§  Mobile database CTA is on the
website, but is not very noticeable
§  CTA shares time with other
promotions on site
§  Different sign up from main
CRM form
1.4
0.7

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Double Down
§  Dedicated social content
focused on building the mobile
database and CTA promoted in
company description
Social!
Average
§  An occasional mention or reminder
to join the mobile database
2.9
0.7

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Double Down
§  Signage in multiple locations, including
register
§  Mobile CTA is presented to large share
of customers at checkout
§  CTA is in each receipt, there are
prompts on PIN pads
§  Associates are trained to ask for mobile
In-store!
Average
§  Using only one tactic
§  Limited distribution of a tactic
§  Mobile CTA shares time with other
recruitment efforts
3.2
2.3

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Double Down
§  Mobile database CTA prominently
featured in a TV ad – narrator draws
attention to CTA
§  Exclusive CTA within a spot
TV!
Average
§  Mobile database CTA mentioned
in a TV ad, but not as noticeable
§  Visually present but no voiceove,
§  Competes with other CTA in
the spot
2.4
1.0

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Honorable mentions!
Apple’s Passbook Google Wallet
App Sponsorship
Direct mail
iBeacon

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Let’s see the Mobile Acquisition Calculator in action…!
www.vibes.com/calculator

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The mobile
opportunity
Double down guide
Benchmark
data
SMS marketing
activation list
#doubledown!

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SMS activation checklist!
Use the Mobile Database Calculator to ﬁnalize
your plan
Use an incentive or sweepstakes to drive
opt ins
If you can’t double down on all channels, pick
the ones that will have the biggest impact on
your customers
Benchmark against what you’ve seen
Get started today!

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Leveraging technology to scale your SMS acquisition program!

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Q A&
Alex
@AlexGCampbell
Jason
@JasonTRichards
#doubledown!#doubledown!

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Mobile acquisition kit!
Mobile acquisition
calculator
1 2 3
Webinar Handbook Calculator
Double down and
double your mobile
database
SMS marketing
handbook
www.vibes.com/smshandbook www.vibes.com/calculator

Double Down and Double Your Mobile Database

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