Mobile Channel Guide

Impact Mobile:
Mobile Channel Guide

© Copyright 2011. Impact Mobile, Inc. All Rights Reserved.

Impact Mobile

We are and end-to-end mobile connectivity partner

Who We Are:
Impact Mobile Inc. is a privately held company founded in 2002. The company is a leader in providing
technology to enable complete end-to-end mobile marketing solutions. Impact Mobile has office in Toronto,
Los Angeles, New York City and Richmond, VA.

What We Do:
Impact Mobile provides connectivity to all major wireless carriers in North America, allowing the company’s
clients to communicate with consumers via their mobile devices. Impact Mobile’s JumpTXT™ platform
provides carrier-grade mobile marketing services for brands and retailers including Coca Cola, AirMiles,
Rogers, TELUS, ING, Toronto Blue Jays, and Estee Lauder Companies to name a few.

Industry Leadership:
Impact Mobile has played a leadership role in the mobile industry, working with the mobile network
operators to run the first cross-carrier short code campaign in North America. Impact Mobile founded the
Interactive Advertising Bureau’s mobile practice in the US and Canada and chairs the Mobile Entertainment
Forum in North America working on establishing mobile commerce security standards with ISO.

Intro Setup Opt In Messaging Campaigns QR Codes mWeb Summary


Objective

Develop a mobile channel to drive ROI

Build Mobile List: Enjoy 98%
• Develop a robust mobile subscriber list and mobile database in
open rates.
parallel to WEB and eCommerce initiatives.
• Capture customer profiles and preferences and build a
segmented customer database for targeted marketing.
Ensure communications opened
Distribute Offers & Content: within minutes.
• Target customers by delivering highly relevant, just-in-time
content/offers directly to their mobile devices.
• Enable viral marketing via mobile leveraging brand’s social
footprint with help of the most loyal customers. Boost offer redemption
by three times.
Full mCRM Integration:
• Increase relevance and use of traditional marketing channels with
interactive mobile calls to action Predict eComm sales spikes with
• Mobile data can be integrated into company CRM eliminating track-able mobile campaigns.
cross-channel disconnect

Set the objective to develop a robust mobile list using best-practice strategies to entice/engage for the purpose of driving ROI in mobile channel.



Strategy

Mobile Campaign Cycle

Activate Touch Points:
Place keyword/short code calls-to-action across CRM touch points
(print, OOH, packaging, etc.) or implement number capture into
websites and social footprint. Enhance touch points with QR Codes.
These activation mechanisms offer the opportunity to engage.
Activate Launch
Launch Campaigns:
Engage your consumer with straight-forward opt in requests at
website registration or check-out or be more specific with the
promise of immediate offers, chances to win, exclusive access,
important content, or other.

Measure ROI & Iterate: Measure
Measure engagement activity with opt in/opt out metrics along with
response and close-loop redemption rates and determine how to
further optimize activation and campaigns going forward.

Set the objective to develop a robust mobile list using best-practice strategies to entice/engage for the purpose of driving ROI in mobile channel.



Short Codes “Text KEYWORD to 12345 to join the VIP Mobile”

This is the primary messaging delivery channel This is the Short Code

Overview: In order to facilitate messaging for a mobile channel campaign a Short
Code must be provisioned and used. In North America this 5 or 6 digit number can be ‘vanity’
(spelling something on a mobile number pad) or random. Every opt in and messaging touch
point must have a short code behind it in order to properly build and use an opt in database.
One short code can be used brand-wide for all initiatives within a single country. To: 12345
Msg: KEYWORD

Geographical Considerations: Short codes work for the
individual countries in which they are provisioned. There is no ‘global’ short code system.
Therefore, multiple short codes must be provisioned in order to run mobile campaigns in
multiple countries. Impact Mobile is a one-stop shop for global needs.

Timeline: Impact Mobile will handle every aspect of the short code provisioning
process. This includes filing all necessary applications with mobile carriers, providing full
support during the approval process, and maintaining full connectivity and compliance
assistance with carriers. Provisioning typically takes 8 to 10 weeks in the United States and as
little as 4 to 6 weeks in Canada. Please inquire for provisioning timelines in other countries.

Provisioning short codes as the primary messaging delivery channel and scrubbing list to validate collected numbers is essential to getting started.



List Scrubbing Your brand has been collecting mobile numbers
Are you sure?

First Message
Validating collected numbers is essential
From: [Your Short Code]
Msg: BRAND (1 of 2):
Love our products? Sign-
Overview: If your brand has collected phone numbers (either during a web up for BRAND TXTs & stay
registration process, at POS, or other) Impact Mobile will perform a ‘carrier look up’ to in the loop for all things
BRAND. Reply YES today!
determine if they are, in fact, mobile numbers. Impact Mobile will then send opt in
confirmation broadcasts to request if the owners of those numbers want to hear from the
brand. This is a key carrier compliance requirement Impact Mobile fully manages.
Second Message

Confirmation Broadcast: This can be a single message or a series of From: [Your Short Code]
no more than two messages asking for permission for future communication (see example).
Msg: (2 of 2) You’ll get
If confirmed, a reward or offer message can be immediately delivered. Opt in requests must specials, promotions and
include required carrier language ‘Stop? Txt STOP. Help? HELP. Msg&Data rates may apply’. VIP access - 5msg/month.
Visit domain.com for info.
Stop? Txt STOP. Help? HELP.
Timeline: The main variable is the length of a list. Impact Mobile can run a few Msg&data rates may apply.
hundred thousand carrier look ups in an hour and typically completes the process for large
lists over a three day period. Following the completion of the carrier look-up, an opt in
confirmation can be run all at once or incrementally over the course of a few days.

Provisioning short codes as the primary messaging delivery channel and scrubbing list to validate collected numbers is essential to getting started.



Keywords “Text KEYWORD to 12345 to join the VIP Mobile”
This is the Keyword

Activate media on and off-line with Keywords

Overview: Engage the consumer with a call to action (‘CTA’) inviting them to join
the mobile channel. Utilize existing touch points (print, in-store, on-packaging, on-line
creative, OOH, affiliate creative, etc.) and ‘activate’ promotional and marketing materials
with a valuable enticement. Quality CTAs (like instant rewards, redeemable coupons, event
access, tips, and more) can increase success building a mobile list. To: 12345
Msg: KEYWORD

Message Flow: When the customer texts the Keyword to the Short Code they
can receive either a single message or a series of no more than two messages (welcoming
them in one message and providing more content or an offer in another). This sets the stage
for future message broadcasting (be sure to ask about the variety of other campaign types).

Timeline: With a provisioned Short Code in place, creating a Keyword to build opt in
(with or without an immediate offer) can be done on a very short time-line (days, not
weeks). However, it’s important to plan ahead so in-market creative production teams have
the lead-time necessary to include CTAs in designs.

Aim for critical mass setting objectives offering enticements to join mobile channel at CRM touch points using Keyword & Web/Social integration.



Facebook Fully integrated mobile number capture

Activate Facebook page

Overview: Include ‘Mobile Alerts’ as tab on main Facebook
brand page. Utilize integration APIs to implement a Facebook
compliant opt in form. Tag opt ins in mobile list to reflect sourcing
from within Facebook to create a highly targeted broadcasting plan.

Wall Posting: One of the features within Impact
Mobile‘s Facebook integration API is the ability to enable an opt in to
post their love and comments about your brand to all their friends
immediately after they join the mobile list.

Timeline: Implementing the Impact Mobile Facebook API
can take just a few business days to integrate and test. Our IT staff
will support upgrades and updates in line with Facebook evolution.




Websites Fully integrated mobile number capture (1 of 3)

Activate brand website

Overview: Offer ‘Mobile Alerts’ as a feature for new visitors
and accounts created on brand site. Tag opt ins to reflect preferences
(female/male, product preferences, etc.) and enable highly targeted
messaging campaigns in the future. Build the mobile channel into
communications strategy.

CRM Integration: Our IT group can assist with
seamlessly integrating mobile number capture directly into your CRM
when new accounts are created expanding your ability to
communicate with that customer in the mobile channel.

Timeline: Integrating number capture into a website can
vary as a function of complexities identified in a discovery of a
brand’s technical requirements (example on next page).




Websites Integrated work-flow mapping for mobile number capture (2 of 3)

Evolve customer DB to include mobile.

Overview: Web integrations require a proper discovery and review in order to understand technical nuance,
operational requirements, and architectural variations and challenges. For example, what is the experience for a person
creating a new account (after number capture is implement) compared to a person returning to their account? Impact
Mobile’s IT group can support the digital team in addressing this problem along with many others and create a solution
that assures stability and value over the long term. DB work-flow example for a new account with SMS option:

Alerts/Welcome SMS Message

Brand
Web/Profile




Websites iFrame for mobile number capture (3 of 3)

Activate brand website

Overview: As an alternative to plugging mobile number
capture directly into existing registration and sign up forms, Impact
Mobile offers iFrame support. Tagging opt ins to reflect required
preferences (female/male, product prefs, etc.) remains a powerful
feature enabling highly targeted messaging campaigns in the future.

CRM Integration: Seamlessly integrate mobile
number capture directly into brand CRM when new accounts are
created. The flexibility to place call outs inviting customers to ‘VIP
Mobile’ in a variety of places online might be an attractive option for
design and integration teams.




SMS Messaging Mobile Messaging = ‘Reach & Frequency’

Example 1
Drive ROI with steady broadcasting strategy
From: [Your Short Code]
Msg: Use promo code
123ABC @ BRAND.com
Overview: Design a long-term messaging strategy using closed-loop tracking to by Friday to save 30%!

measure the effectiveness of a broadcast (drive in-store or online). Providing relevant, Stop? Txt STOP. Help?
HELP. Msg&data rates
targeted, and timely content in 160 characters or less is key to maintaining a stable and may apply.
growing opt in DB. Messaging is a terrific way to direct market with open rates averaging 98%
in under 4 minutes and studies showing 15x conversion and 12x purchase intent over email.
Example 2

Message Possibilities: These include sending timed broadcasts (Black From: [Your Short Code]
Friday, Cyber Monday, Post-Holiday, etc.), time sensitive offers with expiring promo codes,
Msg: BRAND launched a
invitations to exclusive events, brand tips & new product availability, and more. Messaging new product today online
can always include links to rich mWeb sites and be sent in a series (i.e. ‘1 of 2’ and ‘2 of 2’). only. First 1k buyers will
receive a free THING.
Stop? Txt STOP. Help? HELP.
Requirements: SMS Messages in the US are limited to 160 characters (136 in Msg&data rates may apply.
Canada) and require the inclusion of mandatory carrier opt out and rates information. While
this consumes some of the message space available, Impact Mobile will assist in navigating
the requirements based upon the content and context of individual messages.

Broadcast content and offers via SMS and MMS to drive traffic in-store or on-line to capitalize on the one-to-one mobile communication channel.



MMS Messaging Multimedia messaging gives the recipient more

Offer exciting messaging experience

Overview: SMS offers the recipient great value and insider information. MMS offers
the recipient the extra value of rich content delivered right to their mobile device and
available to them 24/7 without a data connection once received. Content types can include
video, slide show, or longer messaging (up to 500 characters). This offers brands the ability to
distribute valuable information to customers in a compelling format.
Click To
Message Possibilities: With all SMS possibilities still relevant, MMS Watch Video
expands brand’s ability to issue well-designed and visually pleasing content like tickets to events,
coupons that can be scanned at retail, celebrity or company messages about the brand, and so
much more. Just like an SMS, MMS can be forwarded so viral potential remains intact.

Requirements: MMS offers a wide variety of content formats (image, slide
show, video, audio, etc.) and requires individual review by Impact Mobile to determine
compliance with carrier regulations on rate and data information.

Broadcast content and offers via SMS and MMS to drive traffic in-store or on-line to capitalize on the one-to-one mobile communication channel.



Campaigns “Text KEYWORD to 12345 to enter BRAND’s contest ”

Launch special campaigns to drive engagement
Text4Pin
Text4Call
Overview: In addition to building straight-forward opt in, Impact Mobile can
support launching contests with our Prize Selection platform, roll out ‘text PIN to WIN’ offers Text2Vote
with redemption tracking, offer surveys by text as a mechanism to gather customer
feedback, enable Text4Call, Text2Vote, and moderated Text/Vote2Screen, and so much more. Text4Quiz
All special campaigns can include a request for opt in for on-going communications.
Text2Enter
Process: Special campaigns require special guidance that Impact Mobile will be
happy to provide. They include, but are not limited to, hosting Terms and Conditions for Text4Survey
special promotions, creating required STOP and HELP Keywords in the message scripts, and
determining exact features and functionality to ensure a special campaign is optimized. Text2Screen

Timeline: It’s recommended to plan special campaigns months (not weeks) in Vote2Screen
advance so in-market creative production teams have the lead-time necessary to include
CTAs and other considerations in designs.
Photo2Screen

Launch specialized campaigns to drive further opt ins with contests, unique customer experiences and content, viral/social promotions and more.



QR Codes Drive content experience on the mobile device

Activate products and media

Overview: QR Codes are essentially 2D Codes – graphic
images containing information accessed when the images are
“scanned” by a device which can decode the information. QR Codes
are used mainly for promotional delivery, providing product info,
brand imagery extension, and consumer insight development.

Possibilities: QR Codes offer a unique brand opportunity
to change the content residing behind an in-market code that is in
line with a wider brand marketing and media plan. This capability
distinguishes QR Codes from all other mobile marketing tools.

Timeline: Impact Mobile generates QR Codes individually as
needed or in batches and fully manages the rotating content residing
behind them with our JumpTXTTM Media Platform.

Activate CRM touch points with direct path to a rich experience utilizing the most advanced mobile scanning tool in the market today: QR Codes.



mWeb Leverage existing web content to create an mWeb site (1 of 2)

Mobilize existing web content

Overview: It is essential to recognize that mobile web use is growing exponentially
and that brands must exist in this space. Also, in a traditional browser the web offers more
screen real estate than on a mobile device. Impact Mobile solves the challenge to optimize
content based on the device being used to view a mobile web site when creating static pages
or when creating dynamically updated pages sourced from existing brand sites.

Possibilities: As production and brand teams dedicate resources towards
keeping web content fresh, utilize Impact Mobile’s mWeb framework to feed select content
into the smaller mobile device environment to maintain a seamless content flow.

Timeline: Following discovery and compiling a spec for mobile web needs, Impact
Mobile can repurpose and host existing web content with great expedience. Our Professional
Services group will create a roadmap for deployment in line with brand goals.

Mobilize and optimize existing content for mobile devices. Utilize feeds from current web sites and link directly from text messaging broadcasts.



mWeb Drive opt in from a mobilized site (2 of 2)

Present opt in as a requirement to gain access

Overview: Initiating a one-to-one relationship with the consumer is the key to
building that long-term relationship in the mobile channel. It is therefore recommended that
mobile capture is incorporated into content available on the mobile device. It does not
always have to be presented as a requirement to access content, but optimized the request
for opt in is imperative. Impact Mobile offers a set of APIs enabling opt in from the mWEB.

Possibilities: Incorporating mobile number capture into mWeb experiences
enables brands to begin one-to-one relationships with consumers enabling forward-going
communication when the mWeb contains something new and relevant worth promoting.

Timeline: Implementing mobile number capture in to the mWeb can work as a
straight-forward, stand-along opt in or as an integrated extension of your CRM. Impact
Mobile’s IT group supports every aspect of integrating into the mWeb.

Mobilize and optimize existing content for mobile devices. Utilize feeds from current web sites and link directly from text messaging broadcasts.



Reporting Deliver conversion measurement (1 of 2)

The Impact Mobile JumpTXTTM Media platform offers real-time, actionable reporting offering 360 visibility of activity within the mobile channel.



Reporting Deliver real-time data mapping (2 of 2)

The Impact Mobile JumpTXTTM Media platform offers real-time, actionable reporting offering 360 visibility of activity within the mobile channel.



Value-Add Services Mobile is a valuable new channel for communications

The possibilities are not limited…

Shipment Notification: Incorporate messaging into your shipment notification logic within existing CRM and
create a new and valuable service for brand customers throughout the ordering process.

Replenishment: Incorporate messaging into replenishment logic for customers who wish to be reminded when their
supply of a product is likely to be low. This little ‘tap on the shoulder’ drives tonnage.

PIN-on-Receipt/Product: Utilize Impact Mobile’s propriety Pin-on-Receipt/Product technology to enable
unique trackability of offers presented at POS or directly on product packaging.

Mobile Apps: Consult with Impact Mobile’s best-in-breed development partners to conceptualize, design, build, and
launch cross-platform apps (iOS, Android, Blackberry) to deliver meaningful value to the mobile portfolio.

Mobile Advertising/Mobile Display: Participate in brand opportunities for partnering on message
activity with Impact Mobile clients as we roll out various opportunities on a regular basis.

Professional Services: Use Impact Mobile as a consultative resource to set strategic goals, map out operational
challenges, and incrementally grow the mobile portfolio with confidence.
Utilize Impact Mobile’s best-practice experience to explore an optimized your approach towards building an invaluable brand mobile channel.



Best Practices

Impact Mobile is a leader in mobile marketing

Consumer Privacy
Consumer privacy is a matter Impact Mobile takes very seriously for the benefit and protection of Clients.
Impact Mobile does not sell, rent or lease an opt in databases to anyone at anytime for any reason.

Opt In/Opt Out Controls
Consumer control over permission-based marketing in the mobile channel is required by the mobile
carriers. Impact Mobile implements this into every activity to ensure the consumer always decides.

Carrier Compliance
Impact Mobile has 10 years of experience with the carriers regarding mobile marketing and has watched
compliance issues evolve. Along the way and going forward we help all our Clients remain compliant.

Utilize Impact Mobile’s best-practice experience to explore an optimized your approach towards building an invaluable brand mobile channel.



Own The StreetTM

Contact: Ryan Dockman, Account Director, 460 Richmond St. West, Suite 700, Toronto, ON, M5V 1Y1
(416) 368 8400 office • (647) 267-0852 mobile • ryan.dockman@impactmobile.com


Mobile Channel Guide

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