Intro to Text Message Marketing

INTERACTIVE

three mobile solutions to...๏ increase revenue๏ decrease expenses๏ generate leads๏ foster brand loyalty๏ improve customer service

Text IttoSay It!

MOBILE ENGAGEMENT

WORD OF MOUTH

...inexpensive interactive communications for reliable and rapid engagement of a quality audience with uniquely focused 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.

...the 'holy grail' of personable, effective messaging!

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


SELECT CLIENTS & PARTNERS


COMMUNICATION ISSUESa trio of primary challenges to all messaging



๏ not fast enough

๏ not seen in time

๏ crowded for attention

Message

Distribution


๏ no personalization

๏ no customer segmentation

๏ no use of customer data

Message

Irrelevancy


๏ wrong time to call

๏ wrong place to visit

๏ lack of organic recall

Message

'Non-gagement'

COMMUNICATION ISSUESdistribution | irrelevancy | non-gagement


APPS, ADS & SCANS...OH MY!so much power...so little reach



๏ multimedia opportunities

๏ minority user base; <30%

๏ tech/platform constrained

MOBILE WEB & NATIVE APPS


๏ maximum creative exposure

๏ major relevancy & use issues

๏ tech/app/carrier constrained

MOBILE ADS & SCAN CODES


๏ integrated social marketing

๏ just a drop in Niagara Falls

๏ mobile reach not assured

SOCIAL MICRO-MESSAGING

3 EFFECTIVE SOLUTIONSto ease communication issue woes


rapid foot / click traffic


3 EFFECTIVE SOLUTIONS

receive individual data



improve service





improve service


NOT 3, BUT 1!

TEXT MESSAGING


SMS : A 3-IN-1 SOLUTIONquick & easy traffic | receive data | improve service

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.


...a cute toy to be used with family & friends!


๏ integrated direct response

๏ sent in secs; read in mins

๏ no msg / relevancy conflicts

QUICK & EASY TRAFFIC


๏ keywords group customers

๏ names, emails, zips, dob

๏ menus, codes, surveys/polls

RECEIVE DATA


๏ customer/data triggers msgs

๏ insert personalization data

๏ two-way interaction

IMPROVE SERVICE

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.


UNIVERSALdevice/carrier agnostic | used daily by 200 million


SECUREsafe wireless medium | personal device | removable


FASTtexts delivered within seconds


RELIABLE1st mass communication method following disasters


INEXPENSIVEpay for absolute reach at pennies per text


SIMPLE160 unformatted chars for easy content creation


FOCUSEDa specific message to a specific audience


UNIQUEeasily personalized to each recipient


DESIREDmust opt-in | easy opt-out


ENGAGINGadds direct response to ads | relevancy inspires action


INTERACTIVEinstant response built-in | most reply within an hour


INTIMATEconversation via most personal device


SOCIAL6 billion texts daily in U.S. | preferred over voice


FLEXIBLEany use | any device | anytime | anywhere | any how


MULTIMEDIA COMPARISONhow similar to word of mouth is other media


TV BEST DEFINED AS...



RADIO BEST DEFINED AS...



MAIL BEST DEFINED AS...



EMAIL BEST DEFINED AS...



WEB BEST DEFINED AS...



SMS BEST DEFINED AS...



...the closest digital medium to word of mouth!

IMPLEMENTATIONwhat's possible? | just how easy...really?


TEXT BOOK TO 68247


Standard message & data rates apply. No purchase necessary. Must be present to win. Winners chosen at random. One entry per number.


๏ call to action in all media

๏ text keyword to short code

๏ instant, pre-configured reply

๏ various workflow options

๏ two-way communication


๏ collect actionable leads

๏ NOW = higher rates

๏ all ads direct response

๏ mobile web adds options

๏ feed to lead / CRM apps

THE POWER OFMICRO-MESSAGING

show me the money...stat!


18-22%


broadcastopt-in rate

55,000'best of...'sms votes

10-55%sms coupon redemption

85%sms votes

from tv promo

10,000opt-ins

UP TO 26%


lift in sameday sales

1,000free studenttax preps

344:1 ROIvs. 24:1 mail

$0.20 cost/cust

20%sms couponredemption

$275,000savings

80% OPT-IN


broadcastretention

15.3%receipt codesubmission

27%deeper funnelpenetration

SOLD-OUTunscheduled

show in hours

10,000opt-ins

"SERVICE SECOND TO NONE"

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

http://mmaglobal.com

http://mmaglobal.com

http://wirelessweek.com

http://wirelessweek.com

http://fiercemobilecontent.com

http://fiercemobilecontent.com

http://mobilemarketer.com

http://mobilemarketer.com

http://www.maverix.typepad.com/

http://www.maverix.typepad.com/

http://bit.ly/DMnewsMobile

http://bit.ly/DMnewsMobile

ADDITIONAL RESOURCES - PHYSICAL


TEXT IT TO SAY IT

๏ 3 primary communication issues

๏ Message distribution, irrelevancy, non-gagement

๏ An increasing number of mobile options๏ Benefits vary among methods garnering buzz...be careful

๏ SMS a 3-in-1 universal mobile product solution๏ Drive foot / click traffic, gather data, improved engagement

๏ Implementation is quick, easy, versatile, inexpensive๏ Results typically exceed expectations when embraced


Intro to Text Message Marketing

Technology

Transcript of Intro to Text Message Marketing